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5TH DECEMBER PRE-CONFERENCE WORKSHOP:
Seven Steps to Successful Social for today’s reality
– Creating and Executing Your Social Media Plan
Hosted by Lieutenant Colonel (Ret’d) Andrew Morton,
Director of Social Engagement, SHRM
1.00 - 5.00 PM
8TH DECEMBER POST-CONFERENCE WORKSHOP:
Using Social Media For Recruitment in the
Defence and Military Sector
Hosted by Andrew green,
Commercial Development Manager, E3
8.30 - 12.30 AM
PLUS PRE-AND POST-CONFERENCE HALF-DAY WORKSHOPS
Copthorne Tara Hotel, London, UK
REgISTER BY 30TH jUNE AND SAvE £300 	•	REgISTER BY 29TH SEPTEMBER AND SAvE £200 	•	REgISTER BY 31ST OCTOBER AND SAvE £100
SMi Presents the 7th Annual Conference…
6TH - 7TH
DEC
2017
Social Media within the
Defence and Military Sector
Copthorne Tara Hotel, London, UK
www.military-socialmedia.com
Register online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
SPECIAL RATES AvAILABLE FOR MILITARY AND gOvERNMENT REPRESENTATIvES
@SMigroupDefence
#milsocialmedia
Understanding the digital
communication reality of today
in the defence environment
BENEFITS OF ATTENDINg:
	•	 	A	focus	on	the	usage and effects of social media
from an operational intelligence perspective
	•	 Learn from the military and commercial sector on
how to create an effective social media strategy and
content for recruitment and public support purposes
	•	 	Discover how social media is engaging with other
aspects of warfare to create a multidimensional war
zone both in the real world and the virtual one
	•	 Discussions regarding new technologies and social
media platforms that could be utilised by the
defence and military industry
CHAIRMAN:
Lieutenant Colonel (Ret’d) Andrew Morton,
Director of Social Engagement, SHRM
FEATURED SPEAKERS:
Brigadier-general j.T.M. Hans Damen, Director of Support,
Royal Netherlands Land Army
Colonel Alexander Philipp Lintenhofer, Head of Online Team,
Republic of Austria Federal Ministry of Defence and Sports
Lieutenant Colonel (Res) Peter Lerner, Former Spokesperson
and Head of the Foreign Press Branch, Israeli Defence Force
Commandant Pat O’Connor, Deputy Director, Defence
Forces Public Relations Branch, Irish Defence Force
Brad Kimberly, Defence Media Activity,
US Department of Defencee
Helen Craven, Head of Digital Strategy,
UK Ministry of Defence
janice Keenan, Director General, Marketing
and E-communication Department,
Department of Canadian National Defence
Harald Kvam, Digital Editor,
Norwegian Armed Forces Media Centre
Dirk Feldhaus, Employment Brand Communications
Representative, Bundeswehr
Nathan Herring, Social Media Coordinator,
U.S. Africa Command
Stuart Thomson, Head of Public Affairs, Government and
Infrastructure, Bircham Dyson Bell
Lydia Santis, PR and External Communications,
Cobham PLC
Maxine Ashbrook, Head of Marketing, Defence and National
Security, Fujitsu
Colin jacobs, Managing Director, Immediate Future and
Media Director, Project Cirrus
Fraser Corsan, Wingsuit Pilot, Project Cirrus and Fujitsu
jetmira Tershani, Communication Manager,
SAAB AB
Professor David Denney, Social and Public Policy, Royal
Holloway, University of London
Social Media Within the Defence and Military Sector
Day One 6th December 2017 	 www.military-socialmedia.com
Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia
8.30	 Registration & Coffee
9.00	 Chairman’s Opening Remarks
	 Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
	 OPEN ADDRESS
9.10 	Update on this year’s social media developments relevant to the
defence and military sector
	 •	Assessing the “State of Social”
	 •	What are the biggest challenges we are facing to-date?
	 •	What technology and disruptive factors will shape the next
year and beyond?
	 •	What are the best practices that we can incorporate from the
private sector into the defence and military industry?
	Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
Developments in Social Media Recruitment Projects
	 KEYNOTE SPEAKER
9.50	Case Study 1: A New Dawn: Social Video, Immersive video and
Virtual Reality Recruitment Campaign
	 •	Developing your concept
	 •	Content Creation
	 •	Creating an online and offline ‘buzz’
	 •	Focused and budget-conscious
	 •	Virtual Reality, Immersive Video and ‘Hero’ content
	Commandant Pat O’Connor, Deputy Director, Defence Forces
Public Relations Branch, Irish Defence Force
10.30 	 Morning Coffee
11.00	Case Study 2: Successful military recruitment in the social Web
	 •	The German Armed Forces as an Employer Brand in the Social
Web
	 •	Case Study Die Rekruten: How the YouTube Series became a
viral hit in Germany
	 •	How we use snapchat to promote job opportunities
	 •	Lessons learned in the Social Web
	Dirk Feldhaus, Representative for the Employer Brand
Communication, Bundeswehr
External considerations for social media strategies
11.40	 Using social media to engage the media
	 •	Monitoring social media during events and breaking news and
determining reliable sources
	 •	Assessing social media narratives during a news event
	 •	Determining a response and connecting it with your
organization’s media strategy
	 •	Engaging with news media on social media
	 •	Post-event evaluation and monitoring
	Nathan Herring, Social Media Coordinator and Staff Writer,
U.S. Africa Command
12.20	 Networking lunch
1.20	Experiences with social media and the Royal Netherlands Army
	 •	Developments in Society 3.0
	 •	Hybrid warfare and social media
	 •	All politics are personal, what about Soldiering?
	 •	The end of #socmedia
	Brigadier-General J.T.M. Hans Damen, Director of Support,
Royal Netherlands Land Army
UK perspective of content creation for communicating
missions, values and selected activities
2.00	Perspectives from the UK Ministry of Defence on managing a
successful external social media strategy
	 •	Overview of how the UK Ministry of Defence utilise social
media for recruitment and corporate purposes
	 •	Social media management at the individual services level and
understanding the communications strategy hierarchy
	 •	Considerations of relationships between defence organisations
and three Armed Forces and the challenges of maintaining a
coherent strategy
	 •	Cross-government links and collaboration under the British
Government
	 Helen Craven, Head of Digital Strategy, UK Ministry of Defence
2.40	Perspectives from the UK Ministry of Defence on managing a
successful internal social media strategy
	 •	New technologies and social media platforms that are being
used by the Ministry of Defence for internal communication
and collaboration
	 •	Managing the personal and the public communications
space and the challenges this causes
	 •	Emergent use-cases for enterprise social media in UK defence
	 Robin Riley, Digital Transformation Lead, UK Ministry of Defence
3.10	 Afternoon Tea
3.40	Creating competitive, coordinated and venerable social media
content in the defence industry environment
	 •	Respecting public and private communities
	 •	Commercial sensitivities and etiquette
	 •	Social media campaigns; coordination and objectives
	 •	Training colleagues
	 •	Analysis; Key Performance Indicators (KPIs) and learning
	Lydia Santis, Public Relations and External Communications
Specialist, Cobham PLC
4.20	Project Cirrus - Bringing technology together with human
endeavour to fly higher, faster, further and longer
	 •	What is Project Cirrus?
	 •	Reaching Ministry of Defence Personnel
	 •	Global Connectivity and DaaP (Defence as a Platform)
Resonance
	 •	Measuring Success
	Colin Jacobs, Managing Director, Immediate Future and Media
Director, Project Cirrus
	Maxine Ashbrook, Head of Marketing, Defence and National
Security, Fujitsu
	Fraser Corsan, Wingsuit Pilot, Project Cirrus and Fujitsu Defence
and National Security
5.00	 Chairman’s Closing Remarks and Close of Day One
*Subject to Final Confirmation
Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
Social Media Within the Defence and Military Sector
www.military-socialmedia.com 	 Day Two 7th December 2017
*Subject to Final Confirmation
8.30	 Registration  Coffee
9.00	 Chairman’s Opening Remarks
	 Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
Social Engagement with Military and Defence Social Media
9.10 	Case Study 1: The challenges and opportunities of social media
in the Israeli Defence Force (IDF)
	 •	Influencers and the IDF social media strategy
	 •	Soldiers broadcasting the transparency of the ranks
	 •	Social combined with traditional media
	 	 -	 ‘Newsjacking’ opportunities
	 •	Encouraging journalists to do your activity on social
	 •	Virality of ‘bad news’
		 -	Emotionally appealing
	 	 -	 Relatable.
		 -	Available visuals
	Lieutenant Colonel Peter Lerner (Res.), Former spokesman
for the Foreign Media, Israeli Defence Force
9.50	 Military social media: Under new management
	 •	Outlining the experienced and potential impact when your
leaders and priorities change
	 •	“That’s the way we’ve always done it” no longer works.
	 •	Tips for avoiding a very public social media train wreck
	Brad Kimberly, Defence Media Activity,
US Department of Defence
10.30 	 Morning Coffee
11.00	Case Study 2: The Department of Canadian National Defence’s
recent social media strategy
	 •	Social media is the backbone of the Department of National
Defence recruitment media plan to target Millenials and more
specifically women and visible minorities.
	 •	Tactics that will be used such as: YouTube, Instagram,
convergent media, custom banners, and so forth
	 •	Using social media platforms to link events to recruitment
	 •	Experimenting with Instagram and live streaming to demystify
aspects of the CAF (Canadian Armed Forces) such as Basic
Military Training
	 •	Assessing social media strategy so far, and impressions from
current public engagement
	Janice Keenan, Director General, Marketing and
E-communication, Department of Canadian National Defence
11.40	 PANEL DISCUSSION
	Between “bots and people”: The dilemma of efficiency versus a
unique user experience
	 •	How do you engage with automation and is it relevant to the
military and defence sector?
	 •	What are the professional and ethical dilemmas using
automation and Artificial Intelligence (AI)?
	 •	How should we engage ‘intimacy’ with ‘automation’ in the
future?
	 •	What future AI trends do you think we will witness that will
influence your use of social media?
	Lieutenant Colonel Peter Lerner (Res.), Former spokesman for the
Foreign Media, Israeli Defence Force
	Brad Kimberly, Defence Media Activity,
US Department of Defence
	Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
12.20	 Networking lunch
1.20	Social media and the power of reputation for the defence and
military sector
	 •	Outlining the case for reputation management
	 •	The role that social media plays in brand reputation
	 •	Considering the risks of using social media and how to avoid
collateral
	 •	Balancing communication channels on the social front for
improved reputation health
	Dr Stuart Thomson, Head of Public Affairs, Government and
Infrastructure, Bircham Dyson Bell
UK perspective of content creation for communicating
missions, values and selected activities
2.00 	Creating content for social media: What works to get audiences
engaged?
	 •	Effective content strategy plans to stay ahead
	 •	Detailing what content works for eclectic audiences
		 -	Channels
		 -	Media Formats
		 -	Targeting 	
	 •	How to ‘boost’ content once it is in the social domain
	 •	Understanding content success and analysing feedback and
participation
	Jetmira Tershani, Communication Manager, SAAB AB
2.40	 Co-operation with youtube influencer “Novritsch”
	 •	How the Austrian Armed Forces linked up with a youtube
influencer
	 •	How we teamed up and integrated our new partner in our
Social Media network
	 •	How we exploited Novritsch’s 2,000,000 followers
	 •	How both partners managed to profit
	Colonel Alexander Philipp Lintenhofer, Head of Online Team,
Republic of Austria Federal Ministry of Defence and Sports
Communication
3.10	 Afternoon Tea
3.40	Utilizing different digital channels and content strategies for
maximum effect
	 •	Outlining how the Norwegian Armed Forces (NAF) have used
different channels and content strategies
	 •	Usage of video and articles to create unique and effective
engagement
	 •	Strategies to keep content diverse and engaging to ensure
optimal results
	Harald Kvam, Digital Editor,
Norwegian Armed Forces Media Centre
4.20	 Social Media and the Military
	 •	Current and future use of social media technology by the
military and their families
	 •	The impact of social media use on military personnel and their
families
	 •	Operational and managerial challenges created by social
media in the military
	 •	Positives and negatives of social media use by the military
	Professor David Denney, Social and Public Policy,
Royal Holloway, University of London
5.00	 Chairman’s Closing Remarks and Close of Day Two
HALF-DAY PRE-CONFERENCE WORKSHOP A
Tuesday 5th December 2017 | Copthorne Tara Hotel, London, UK | 1.00 - 5.00 PM
Seven Steps to Successful Social for today’s reality –
Creating and Executing Your Social Media Plan
1.00 Registration and Coffee
1.30 What are our social media objectives and how
do the align with core business goals/objectives
of our organisation?
2.00 Who is our audience, what types of content do
they respond to, and where do they live online?
2.30 What stories do we want to share and how can
we make them relevant to our audience?
3.00 Afternoon Tea
3.30 Who needs to be involved in content
production and marketing?
4.00 How will we measure the success?
4.30 How will we optimise, improve and adapt
what we’re doing?
5.00 Closing remarks and end of workshop
Using Social Media For Recruitment in the
Defence and Military Sector
8.30 Registration and Coffee
9.00 Audience and Platforms
9.30 Effective communication models in social
10.00 Breakout exploration of barriers to entry
10.30 Morning Coffee
11.00 Workshop discussion on exploration to entry
QA
11.30 Recruitment funnel – Royal Navy and e3 share
their approach
12.00 Most effective ways to resource social media
12.30 Closing Remarks and End of Workshop
HALF-DAY POST-CONFERENCE WORKSHOP B
Friday 8th December 2017 | Copthorne Tara Hotel, London, UK | 8.30 - 12.30 AM
Overview of the workshop:
Building	and	implementing	that	strategy	requires	an	understanding	of	your	audience,	your	
objectives,	and	the	culture	of	your	organization.	Remember	-	Facebook	is	not	a	strategy	-	it’s	
a	potential	tactic	that’s	a	result	of	a	well-thought	out	strategy.			In	this	work	shop	you	will	learn	
how	to	answer	seven	questions	that	will	drive	your	organization’s	success.	From	building	the	
plan, to assembling the team, to managing the communities you build this session will combine
the	best-practices	of	the	most	successful	private	organizations	with	the	propriety	and	privacy	
realities	of	leveraging	social	within	the	military-	allowing	you	to	create	a	plan	that’s	tailored	to	
your	organisation.
Why you should attend?
• Define and explain what the social media objectives are for your organisation
• Understand why social media is important and how it can support the mission, values and
selected activities through outreach and visibility for your organisations through suitable
content
• Assess your current online communications presence and consider how you can plan for
social	media	within	your	organisation.
• Learn how to apply demographics, trends, and a new strategic framework for making
decisions about social media whilst understanding the audience and your team
• Consider plans for the future success of your social media content and lessons for
continued improvement and optimisation
About the workshop leader:
Andrew	Morton	serves	as	the	Director	of	Social	Engagement	at	SHRM.	He	is	a	marketing	and	
PR	executive	who’s	led	public	and	private	organisations	to	unprecedented	levels	of	brand	
awareness through interactive strategic communication practices in traditional and new
media.
Andrew	is	a	combat	veteran	who’s	served	over	twenty	years	as	an	Army	Offi	cer	in	leadership	
positions	at	all	levels,	and	as	the	lead	for	the	Army	Reserve’s	marketing,	digital	and	social	
media	efforts.	After	his	military	career	he	was	an	account	director	of	Purple	Strategies	–	leading	
highly	successful	digital	and	social	media	campaigns	for	Fortune	500	clients.
Andrew	has	led	dozens	of	seminars	on	strategic	and	sustainable	social	media	practices	and	
has	chaired	and	presented	at	conferences	in	numerous	countries.	He	resides	in	Washington	
DC	and	is	happy	to	claim	the	most	important	title	of	all	–	“Dad”	–	to	his	three	wonderfully	
exhaustive kids!
About the organisation:
The	 Society	 for	 Human	 Resource	 Management	 (SHRM)	 is	
the	 world’s	 largest	 HR	 professional	 society,	 representing	
285,000	 members	 in	 more	 than	 165	 countries.	 For	 nearly	
seven decades, the Society has been the leading provider
of resources serving the needs of HR professionals and
advancing	the	practice	of	human	resources	management.	
SHRM	has	more	than	575	affi	liated	chapters	within	the	United	
States	 and	 subsidiary	 offi	ces	 in	 China,	 India	 and	 United	
Emirates.
Overview of the workshop:
Recruitment	is	one	of	the	biggest	challenges	faced	by	the	Defence	and	Military	Sector.	This	
workshop will unpack the problem of engaging with a millennial audience through effective
use	of	social	media	channels,	overcoming	the	barriers	to	entry,	the	minefi	eld	of	new	and	
emerging	platforms,	how	to	develop	communication	models	and	the	challenge	of	resourcing.	
Why you should attend?
•			Share and discuss	effective	social	strategies	specifi	cally	how	to	target and engage the
generation of millennial audiences
•		Insight into the real world practical solutions and strategies around social platforms
•	 Learn appropriate practice for audience segmentation
•	 Consider how to execute effective social media programmes for recruitment whilst
managing resources
About the workshop leader:
Andy has worked within the digital sector for 20 years, leading and advising large organisations
such	as	the	Royal	Navy,	Channel	4,	Shell	and	the	Times	online	on	effective	digital	strategies.	
Andy	has	worked	with	e3	for	5	years,	primarily	taking	the	lead	on	digital	strategy	and	change	
in	the	Military	Sector.
About the organisation:
E3	 is	 one	 of	 the	 UK’s	 most	 successful	 independent	 digital	 agencies.	 We	 blend	 technical	
expertise with innovative growth strategies to help brands keep pace with their consumers
ahead	of	the	competition.	Founded	in	1997	we	are	famous	for	our	work	for	brands	including	
the	Royal	Navy,	the	British	Army,	Honda,	National	Trust,	Kia,	BP	and	Orange.
Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia
Hosted by
Lieutenant Colonel (Ret’d) Andrew Morton,
Director of Social Engagement, SHRM
Hosted by
Andrew green,
Commercial Development Manager, E3
Social Media Within the Defence and Military Sector
6th - 7th December 2017
Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia
MARKETINg OPPORTUNITIES
Are you interested in promoting your defence services to a targeted industry sector? SMi offer tailored marketing packages so that your
association/publication can gain access to a global market and key decision makers in the defence market.
Contact Honey De gracia on +44 (0)20 7827 6102 or email hdegracia@smi-online.co.uk
Supported by
Official Media Partner Official PublicationsLead Media Partners
SPONSORSHIP AND ExHIBITION OPPORTUNITIES
SMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company’s marketing
strategy. Prime networking opportunities exist to entertain, enhance and expand your client base within the context of an independent
discussion specific to your industry. Should you wish to join the increasing number of companies benefiting from sponsoring our
conferences please call: Sadia Malick, Director, on +44 (0)20 7827 6748 or email smalick@smi-online.co.uk
Previous Sponsors Include
Launch new products or services
at	Social	Media	Within	the	
Defence and Military and give your
company	the	opportunity	to:
1. Educate the market on your
company’s	capability	and	
make the business case for how
they can solve your potential
customers challenges and
requirements
2. Build your brand so your solutions
are front of mind when your
prospects are putting potential
solution providers on their shortlist
3. Meet and network with active
buyers while there is still a
chance	to	infl		uence	their	
purchase decisions
4. Generate new leads through
meeting new prospects from
a variety of new countries
and programmes
5. Learn how to do business in
the military social media
community from senior
experts and high level
decision makers
BENEFITS OF SPONSORINg SOCIAL MEDIA WITHIN THE DEFENCE AND MILITARY
SOCIAL MEDIA WITHIN THE DEFENCE AND MILITARY SECTOR
Conference: Wednesday 6th and Thursday 7th December 2017, Copthorne Tara Hotel, London, United Kingdom
Workshops: Tuesday 5th and Friday 8th December 2017, London, United Kingdom
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If you have NOT received registration confirmation within 48 hours of registering, please call +44 (0) 870 9090 711
□ Book by 30th june to receive £300 off the conference price
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□ Book by 31st October to receive £100 off the conference price
EARLY BIRD
DISCOUNT
I would like to attend: (Please tick as appropriate) Price vAT Total
Military, government and Public Sector Pricing:
□ Conference	and	2	Workshops	 £2097.00 + vAT £2516.40
□ Conference	and	1	Workshop	 A □ B □ £1498.00 + vAT £1797.60
□ Conference only £899.00 + vAT £1078.80
□ 2	Workshops		 £1198.00 + vAT £1437.60
□ 1	Workshop	only		 A □ B □ £599.00 + vAT £718.80
Commercial Organisations/Defence Industry Pricing:
□ Conference	and	2	Workshops	 £2697.00 + vAT £3236.40
□ Conference	and	1	Workshop	 A □ B □ £2098.00 + vAT £2517.60
□ Conference £1499.00 + vAT £1798.80
□ 2	Workshops		 £1198.00 + vAT £1437.60
□ 1	Workshop	only		 A □ B □ £599.00 + vAT £718.80
PROMOTIONAL LITERATURE DISTRIBUTION
□ Distribution	of	your	company’s	promotional
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email: events@smi-online.co.uk or fax +44 (0) 870 9090 712
I cannot attend but would like to purchase access to the following Document Portal/
paper copy documentation Price Total
□ Access to the conference documentation
on the Document Portal £499.00 + vAT £598.80
□			The	Conference	Presentations	–	paper	copy		 £499.00 - £499.00
(or	only	£300	if	ordered	with	the	Document	Portal)
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SMi Group's Social Media within the Defence and Military Sector 2017 conference

  • 1. 5TH DECEMBER PRE-CONFERENCE WORKSHOP: Seven Steps to Successful Social for today’s reality – Creating and Executing Your Social Media Plan Hosted by Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM 1.00 - 5.00 PM 8TH DECEMBER POST-CONFERENCE WORKSHOP: Using Social Media For Recruitment in the Defence and Military Sector Hosted by Andrew green, Commercial Development Manager, E3 8.30 - 12.30 AM PLUS PRE-AND POST-CONFERENCE HALF-DAY WORKSHOPS Copthorne Tara Hotel, London, UK REgISTER BY 30TH jUNE AND SAvE £300 • REgISTER BY 29TH SEPTEMBER AND SAvE £200 • REgISTER BY 31ST OCTOBER AND SAvE £100 SMi Presents the 7th Annual Conference… 6TH - 7TH DEC 2017 Social Media within the Defence and Military Sector Copthorne Tara Hotel, London, UK www.military-socialmedia.com Register online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711 SPECIAL RATES AvAILABLE FOR MILITARY AND gOvERNMENT REPRESENTATIvES @SMigroupDefence #milsocialmedia Understanding the digital communication reality of today in the defence environment BENEFITS OF ATTENDINg: • A focus on the usage and effects of social media from an operational intelligence perspective • Learn from the military and commercial sector on how to create an effective social media strategy and content for recruitment and public support purposes • Discover how social media is engaging with other aspects of warfare to create a multidimensional war zone both in the real world and the virtual one • Discussions regarding new technologies and social media platforms that could be utilised by the defence and military industry CHAIRMAN: Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM FEATURED SPEAKERS: Brigadier-general j.T.M. Hans Damen, Director of Support, Royal Netherlands Land Army Colonel Alexander Philipp Lintenhofer, Head of Online Team, Republic of Austria Federal Ministry of Defence and Sports Lieutenant Colonel (Res) Peter Lerner, Former Spokesperson and Head of the Foreign Press Branch, Israeli Defence Force Commandant Pat O’Connor, Deputy Director, Defence Forces Public Relations Branch, Irish Defence Force Brad Kimberly, Defence Media Activity, US Department of Defencee Helen Craven, Head of Digital Strategy, UK Ministry of Defence janice Keenan, Director General, Marketing and E-communication Department, Department of Canadian National Defence Harald Kvam, Digital Editor, Norwegian Armed Forces Media Centre Dirk Feldhaus, Employment Brand Communications Representative, Bundeswehr Nathan Herring, Social Media Coordinator, U.S. Africa Command Stuart Thomson, Head of Public Affairs, Government and Infrastructure, Bircham Dyson Bell Lydia Santis, PR and External Communications, Cobham PLC Maxine Ashbrook, Head of Marketing, Defence and National Security, Fujitsu Colin jacobs, Managing Director, Immediate Future and Media Director, Project Cirrus Fraser Corsan, Wingsuit Pilot, Project Cirrus and Fujitsu jetmira Tershani, Communication Manager, SAAB AB Professor David Denney, Social and Public Policy, Royal Holloway, University of London
  • 2. Social Media Within the Defence and Military Sector Day One 6th December 2017 www.military-socialmedia.com Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia 8.30 Registration & Coffee 9.00 Chairman’s Opening Remarks Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM OPEN ADDRESS 9.10 Update on this year’s social media developments relevant to the defence and military sector • Assessing the “State of Social” • What are the biggest challenges we are facing to-date? • What technology and disruptive factors will shape the next year and beyond? • What are the best practices that we can incorporate from the private sector into the defence and military industry? Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM Developments in Social Media Recruitment Projects KEYNOTE SPEAKER 9.50 Case Study 1: A New Dawn: Social Video, Immersive video and Virtual Reality Recruitment Campaign • Developing your concept • Content Creation • Creating an online and offline ‘buzz’ • Focused and budget-conscious • Virtual Reality, Immersive Video and ‘Hero’ content Commandant Pat O’Connor, Deputy Director, Defence Forces Public Relations Branch, Irish Defence Force 10.30 Morning Coffee 11.00 Case Study 2: Successful military recruitment in the social Web • The German Armed Forces as an Employer Brand in the Social Web • Case Study Die Rekruten: How the YouTube Series became a viral hit in Germany • How we use snapchat to promote job opportunities • Lessons learned in the Social Web Dirk Feldhaus, Representative for the Employer Brand Communication, Bundeswehr External considerations for social media strategies 11.40 Using social media to engage the media • Monitoring social media during events and breaking news and determining reliable sources • Assessing social media narratives during a news event • Determining a response and connecting it with your organization’s media strategy • Engaging with news media on social media • Post-event evaluation and monitoring Nathan Herring, Social Media Coordinator and Staff Writer, U.S. Africa Command 12.20 Networking lunch 1.20 Experiences with social media and the Royal Netherlands Army • Developments in Society 3.0 • Hybrid warfare and social media • All politics are personal, what about Soldiering? • The end of #socmedia Brigadier-General J.T.M. Hans Damen, Director of Support, Royal Netherlands Land Army UK perspective of content creation for communicating missions, values and selected activities 2.00 Perspectives from the UK Ministry of Defence on managing a successful external social media strategy • Overview of how the UK Ministry of Defence utilise social media for recruitment and corporate purposes • Social media management at the individual services level and understanding the communications strategy hierarchy • Considerations of relationships between defence organisations and three Armed Forces and the challenges of maintaining a coherent strategy • Cross-government links and collaboration under the British Government Helen Craven, Head of Digital Strategy, UK Ministry of Defence 2.40 Perspectives from the UK Ministry of Defence on managing a successful internal social media strategy • New technologies and social media platforms that are being used by the Ministry of Defence for internal communication and collaboration • Managing the personal and the public communications space and the challenges this causes • Emergent use-cases for enterprise social media in UK defence Robin Riley, Digital Transformation Lead, UK Ministry of Defence 3.10 Afternoon Tea 3.40 Creating competitive, coordinated and venerable social media content in the defence industry environment • Respecting public and private communities • Commercial sensitivities and etiquette • Social media campaigns; coordination and objectives • Training colleagues • Analysis; Key Performance Indicators (KPIs) and learning Lydia Santis, Public Relations and External Communications Specialist, Cobham PLC 4.20 Project Cirrus - Bringing technology together with human endeavour to fly higher, faster, further and longer • What is Project Cirrus? • Reaching Ministry of Defence Personnel • Global Connectivity and DaaP (Defence as a Platform) Resonance • Measuring Success Colin Jacobs, Managing Director, Immediate Future and Media Director, Project Cirrus Maxine Ashbrook, Head of Marketing, Defence and National Security, Fujitsu Fraser Corsan, Wingsuit Pilot, Project Cirrus and Fujitsu Defence and National Security 5.00 Chairman’s Closing Remarks and Close of Day One *Subject to Final Confirmation
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Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711 Social Media Within the Defence and Military Sector www.military-socialmedia.com Day Two 7th December 2017 *Subject to Final Confirmation 8.30 Registration Coffee 9.00 Chairman’s Opening Remarks Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM Social Engagement with Military and Defence Social Media 9.10 Case Study 1: The challenges and opportunities of social media in the Israeli Defence Force (IDF) • Influencers and the IDF social media strategy • Soldiers broadcasting the transparency of the ranks • Social combined with traditional media - ‘Newsjacking’ opportunities • Encouraging journalists to do your activity on social • Virality of ‘bad news’ - Emotionally appealing - Relatable. - Available visuals Lieutenant Colonel Peter Lerner (Res.), Former spokesman for the Foreign Media, Israeli Defence Force 9.50 Military social media: Under new management • Outlining the experienced and potential impact when your leaders and priorities change • “That’s the way we’ve always done it” no longer works. • Tips for avoiding a very public social media train wreck Brad Kimberly, Defence Media Activity, US Department of Defence 10.30 Morning Coffee 11.00 Case Study 2: The Department of Canadian National Defence’s recent social media strategy • Social media is the backbone of the Department of National Defence recruitment media plan to target Millenials and more specifically women and visible minorities. • Tactics that will be used such as: YouTube, Instagram, convergent media, custom banners, and so forth • Using social media platforms to link events to recruitment • Experimenting with Instagram and live streaming to demystify aspects of the CAF (Canadian Armed Forces) such as Basic Military Training • Assessing social media strategy so far, and impressions from current public engagement Janice Keenan, Director General, Marketing and E-communication, Department of Canadian National Defence 11.40 PANEL DISCUSSION Between “bots and people”: The dilemma of efficiency versus a unique user experience • How do you engage with automation and is it relevant to the military and defence sector? • What are the professional and ethical dilemmas using automation and Artificial Intelligence (AI)? • How should we engage ‘intimacy’ with ‘automation’ in the future? • What future AI trends do you think we will witness that will influence your use of social media? Lieutenant Colonel Peter Lerner (Res.), Former spokesman for the Foreign Media, Israeli Defence Force Brad Kimberly, Defence Media Activity, US Department of Defence Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM 12.20 Networking lunch 1.20 Social media and the power of reputation for the defence and military sector • Outlining the case for reputation management • The role that social media plays in brand reputation • Considering the risks of using social media and how to avoid collateral • Balancing communication channels on the social front for improved reputation health Dr Stuart Thomson, Head of Public Affairs, Government and Infrastructure, Bircham Dyson Bell UK perspective of content creation for communicating missions, values and selected activities 2.00 Creating content for social media: What works to get audiences engaged? • Effective content strategy plans to stay ahead • Detailing what content works for eclectic audiences - Channels - Media Formats - Targeting • How to ‘boost’ content once it is in the social domain • Understanding content success and analysing feedback and participation Jetmira Tershani, Communication Manager, SAAB AB 2.40 Co-operation with youtube influencer “Novritsch” • How the Austrian Armed Forces linked up with a youtube influencer • How we teamed up and integrated our new partner in our Social Media network • How we exploited Novritsch’s 2,000,000 followers • How both partners managed to profit Colonel Alexander Philipp Lintenhofer, Head of Online Team, Republic of Austria Federal Ministry of Defence and Sports Communication 3.10 Afternoon Tea 3.40 Utilizing different digital channels and content strategies for maximum effect • Outlining how the Norwegian Armed Forces (NAF) have used different channels and content strategies • Usage of video and articles to create unique and effective engagement • Strategies to keep content diverse and engaging to ensure optimal results Harald Kvam, Digital Editor, Norwegian Armed Forces Media Centre 4.20 Social Media and the Military • Current and future use of social media technology by the military and their families • The impact of social media use on military personnel and their families • Operational and managerial challenges created by social media in the military • Positives and negatives of social media use by the military Professor David Denney, Social and Public Policy, Royal Holloway, University of London 5.00 Chairman’s Closing Remarks and Close of Day Two
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HALF-DAY PRE-CONFERENCE WORKSHOP A Tuesday 5th December 2017 | Copthorne Tara Hotel, London, UK | 1.00 - 5.00 PM Seven Steps to Successful Social for today’s reality – Creating and Executing Your Social Media Plan 1.00 Registration and Coffee 1.30 What are our social media objectives and how do the align with core business goals/objectives of our organisation? 2.00 Who is our audience, what types of content do they respond to, and where do they live online? 2.30 What stories do we want to share and how can we make them relevant to our audience? 3.00 Afternoon Tea 3.30 Who needs to be involved in content production and marketing? 4.00 How will we measure the success? 4.30 How will we optimise, improve and adapt what we’re doing? 5.00 Closing remarks and end of workshop Using Social Media For Recruitment in the Defence and Military Sector 8.30 Registration and Coffee 9.00 Audience and Platforms 9.30 Effective communication models in social 10.00 Breakout exploration of barriers to entry 10.30 Morning Coffee 11.00 Workshop discussion on exploration to entry QA 11.30 Recruitment funnel – Royal Navy and e3 share their approach 12.00 Most effective ways to resource social media 12.30 Closing Remarks and End of Workshop HALF-DAY POST-CONFERENCE WORKSHOP B Friday 8th December 2017 | Copthorne Tara Hotel, London, UK | 8.30 - 12.30 AM Overview of the workshop: Building and implementing that strategy requires an understanding of your audience, your objectives, and the culture of your organization. Remember - Facebook is not a strategy - it’s a potential tactic that’s a result of a well-thought out strategy. In this work shop you will learn how to answer seven questions that will drive your organization’s success. From building the plan, to assembling the team, to managing the communities you build this session will combine the best-practices of the most successful private organizations with the propriety and privacy realities of leveraging social within the military- allowing you to create a plan that’s tailored to your organisation. Why you should attend? • Define and explain what the social media objectives are for your organisation • Understand why social media is important and how it can support the mission, values and selected activities through outreach and visibility for your organisations through suitable content • Assess your current online communications presence and consider how you can plan for social media within your organisation. • Learn how to apply demographics, trends, and a new strategic framework for making decisions about social media whilst understanding the audience and your team • Consider plans for the future success of your social media content and lessons for continued improvement and optimisation About the workshop leader: Andrew Morton serves as the Director of Social Engagement at SHRM. He is a marketing and PR executive who’s led public and private organisations to unprecedented levels of brand awareness through interactive strategic communication practices in traditional and new media. Andrew is a combat veteran who’s served over twenty years as an Army Offi cer in leadership positions at all levels, and as the lead for the Army Reserve’s marketing, digital and social media efforts. After his military career he was an account director of Purple Strategies – leading highly successful digital and social media campaigns for Fortune 500 clients. Andrew has led dozens of seminars on strategic and sustainable social media practices and has chaired and presented at conferences in numerous countries. He resides in Washington DC and is happy to claim the most important title of all – “Dad” – to his three wonderfully exhaustive kids! About the organisation: The Society for Human Resource Management (SHRM) is the world’s largest HR professional society, representing 285,000 members in more than 165 countries. For nearly seven decades, the Society has been the leading provider of resources serving the needs of HR professionals and advancing the practice of human resources management. SHRM has more than 575 affi liated chapters within the United States and subsidiary offi ces in China, India and United Emirates. Overview of the workshop: Recruitment is one of the biggest challenges faced by the Defence and Military Sector. This workshop will unpack the problem of engaging with a millennial audience through effective use of social media channels, overcoming the barriers to entry, the minefi eld of new and emerging platforms, how to develop communication models and the challenge of resourcing. Why you should attend? • Share and discuss effective social strategies specifi cally how to target and engage the generation of millennial audiences • Insight into the real world practical solutions and strategies around social platforms • Learn appropriate practice for audience segmentation • Consider how to execute effective social media programmes for recruitment whilst managing resources About the workshop leader: Andy has worked within the digital sector for 20 years, leading and advising large organisations such as the Royal Navy, Channel 4, Shell and the Times online on effective digital strategies. Andy has worked with e3 for 5 years, primarily taking the lead on digital strategy and change in the Military Sector. About the organisation: E3 is one of the UK’s most successful independent digital agencies. We blend technical expertise with innovative growth strategies to help brands keep pace with their consumers ahead of the competition. Founded in 1997 we are famous for our work for brands including the Royal Navy, the British Army, Honda, National Trust, Kia, BP and Orange. Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia Hosted by Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social Engagement, SHRM Hosted by Andrew green, Commercial Development Manager, E3
  • 5. Social Media Within the Defence and Military Sector 6th - 7th December 2017 Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia MARKETINg OPPORTUNITIES Are you interested in promoting your defence services to a targeted industry sector? SMi offer tailored marketing packages so that your association/publication can gain access to a global market and key decision makers in the defence market. Contact Honey De gracia on +44 (0)20 7827 6102 or email hdegracia@smi-online.co.uk Supported by Official Media Partner Official PublicationsLead Media Partners SPONSORSHIP AND ExHIBITION OPPORTUNITIES SMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company’s marketing strategy. Prime networking opportunities exist to entertain, enhance and expand your client base within the context of an independent discussion specific to your industry. Should you wish to join the increasing number of companies benefiting from sponsoring our conferences please call: Sadia Malick, Director, on +44 (0)20 7827 6748 or email smalick@smi-online.co.uk Previous Sponsors Include Launch new products or services at Social Media Within the Defence and Military and give your company the opportunity to: 1. Educate the market on your company’s capability and make the business case for how they can solve your potential customers challenges and requirements 2. Build your brand so your solutions are front of mind when your prospects are putting potential solution providers on their shortlist 3. Meet and network with active buyers while there is still a chance to infl uence their purchase decisions 4. Generate new leads through meeting new prospects from a variety of new countries and programmes 5. Learn how to do business in the military social media community from senior experts and high level decision makers BENEFITS OF SPONSORINg SOCIAL MEDIA WITHIN THE DEFENCE AND MILITARY
  • 6. SOCIAL MEDIA WITHIN THE DEFENCE AND MILITARY SECTOR Conference: Wednesday 6th and Thursday 7th December 2017, Copthorne Tara Hotel, London, United Kingdom Workshops: Tuesday 5th and Friday 8th December 2017, London, United Kingdom 4 WAYS TO REgISTER Please complete fully and clearly in capital letters. Please photocopy for additional delegates. Title: Forename: Surname: job Title: Department/Division: Company/Organisation: Email: Company vAT Number: Address: Town/City: Post/Zip Code: Country: Direct Tel: Direct Fax: Mobile: Switchboard: Signature: Date: I agree to be bound by SMi’s Terms and Conditions of Booking. ACCOUNTS DEPT Title: Forename: Surname: Email: Address (if different from above): Town/City: Post/Zip Code: Country: Direct Tel: Direct Fax: Payment: If payment is not made at the time of booking, then an invoice will be issued and must be paid immediately and prior to the start of the event. If payment has not been received then credit card details will be requested and payment taken before entry to the event. Bookings within 7 days of event require payment on booking. Access to the Document Portal will not be given until payment has been received. Substitutions/Name Changes: If you are unable to attend you may nominate, in writing, another delegate to take your place at any time prior to the start of the event. Two or more delegates may not ‘share’ a place at an event. Please make separate bookings for each delegate. Cancellation: If you wish to cancel your attendance at an event and you are unable to send a substitute, then we will refund/credit 50% of the due fee less a £50 administration charge, providing that cancellation is made in writing and received at least 28 days prior to the start of the event. Regretfully cancellation after this time cannot be accepted. We will however provide the conferencesdocumentationviatheDocumentPortaltoanydelegatewhohaspaidbutisunable to attend for any reason. Due to the interactive nature of the Briefi ngs we are not normally able to provide documentation in these circumstances. We cannot accept cancellations of orders placed for Documentation or the Document Portal as these are reproduced specifi cally to order. If we have to cancel the event for any reason, then we will make a full refund immediately, but disclaim any further liability. Alterations: It may become necessary for us to make alterations to the content, speakers, timing, venue or date of the event compared to the advertised programme. Data Protection: The SMi Group gathers personal data in accordance with the UK Data Protection Act 1998 and we may use this to contact you by telephone, fax, post or email to tell you about other products and services. Unless you tick here □ we may also share your data with third parties offering complementary products or services. If you have any queries or want to update any of the data that we hold then please contact our Database Manager databasemanager@smi-online. co.uk or visit our website www.smi-online.co.uk/updates quoting the URN as detailed above your address on the attached letter. Payment must be made to SMi group Ltd, and received before the event, by one of the following methods quoting reference D-149 and the delegate’s name. Bookings made within 7 days of the event require payment on booking, methods of payment: □ UK BACS Sort Code 300009, Account 00936418 □ Wire Transfer Lloyds TSB Bank plc, 39 Threadneedle Street, London, EC2R 8AU Swift (BIC): LOYDgB21013, Account 00936418 IBAN gB48 LOYD 3000 0900 9364 18 □ Cheque We can only accept Sterling cheques drawn on a UK bank. □ Credit Card □ Visa □ MasterCard □ American Express All credit card payments will be subject to standard credit card charges. Card No: □□□□ □□□□ □□□□ □□□□ Valid From □□/□□ Expiry Date □□/□□ CVV Number □□□□ 3 digit security on reverse of card, 4 digits for AMEX card Cardholder’s Name: Signature: Date: I agree to be bound by SMi’s Terms and Conditions of Booking. Card Billing Address (If different from above): VAT at 20% is charged on the attendance fees for all delegates. VAT is also charged on Document portal and literature distribution for all UK customers and for those EU Customers not supplying a registration number for their own country here. ______________________________________________________________________________________ If you have NOT received registration confirmation within 48 hours of registering, please call +44 (0) 870 9090 711 □ Book by 30th june to receive £300 off the conference price □ Book by 29th September to receive £200 off the conference price □ Book by 31st October to receive £100 off the conference price EARLY BIRD DISCOUNT I would like to attend: (Please tick as appropriate) Price vAT Total Military, government and Public Sector Pricing: □ Conference and 2 Workshops £2097.00 + vAT £2516.40 □ Conference and 1 Workshop A □ B □ £1498.00 + vAT £1797.60 □ Conference only £899.00 + vAT £1078.80 □ 2 Workshops £1198.00 + vAT £1437.60 □ 1 Workshop only A □ B □ £599.00 + vAT £718.80 Commercial Organisations/Defence Industry Pricing: □ Conference and 2 Workshops £2697.00 + vAT £3236.40 □ Conference and 1 Workshop A □ B □ £2098.00 + vAT £2517.60 □ Conference £1499.00 + vAT £1798.80 □ 2 Workshops £1198.00 + vAT £1437.60 □ 1 Workshop only A □ B □ £599.00 + vAT £718.80 PROMOTIONAL LITERATURE DISTRIBUTION □ Distribution of your company’s promotional literature to all conference attendees £999.00 + vAT £1198.80 The conference fee includes refreshments, lunch, conference papers, and access to the Document Portal. Presentations that are available for download will be subject to distribution rights by speakers. Please note that some presentations may not be available for download. Access information for the document portal will be sent to the e-mail address provided during registration. Details are sent within 24 hours post conference. □ Please contact me to book my hotel Alternatively call us on +44 (0) 870 9090 711, email: events@smi-online.co.uk or fax +44 (0) 870 9090 712 I cannot attend but would like to purchase access to the following Document Portal/ paper copy documentation Price Total □ Access to the conference documentation on the Document Portal £499.00 + vAT £598.80 □ The Conference Presentations – paper copy £499.00 - £499.00 (or only £300 if ordered with the Document Portal) Unique Reference Number Our Reference LvD-149 DELEgATE DETAILS Terms and Conditions of Booking PAYMENT vAT CONFERENCE PRICES DOCUMENTATION vENUE Copthorne Tara Hotel, Scarsdale Place, Kensington, London W8 5SY FAx your booking form to +44 (0) 870 9090 712 PHONE on +44 (0) 870 9090 711 POST your booking form to: Events Team, SMi group Ltd, ground First Floor, 1 Westminster Bridge Road London, SE1 7xW ONLINE at www.military-socialmedia.com