SMi's successful Social Media in the Military & Defence Sector comes to Amsterdam in February 2013.

1. Social Media within the Military
and the Defence Sector
Europe
Monday 25th & Tuesday 26th February 2013,
Movenpick City Centre Hotel, Amsterdam, The Netherlands
REASONS TO ATTEND: CONFERENCE CHAIRMAN:
• Address the key topics dominating the
social media domain Steven Mehringer, Head, Communications Services, Public
• Hear about the security risks associated Diplomacy Division, NATO
with social media within the military and
defence sectors Andrew Morton, Digital and Social Media Manager,
• Learn how social media has played a
supporting role in critical missions and Purple Strategies
combat operations
• Analyse the impacts of social media on
the military and defence sectors SPEAKER PANEL INCLUDES:
• Develop your knowlegde on the latest
social media apps
Dr. (Colonel) François Chauvancy, Senior Officer, Ministry of
• Meet the decision makers who implement
Defence, France
scoial media strategies which are used to
educate, recruit, connect and inform
Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy
Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS SME,
Course Director/Instructor, NATO School
Receive first class presentations
from the following programs and Lieutenant Colonel Mario Masdea, Chief of the NDC Public Affairs
commands: Office, ITA-A, NATO Defence College
NATO, Finnish Defence Forces, Ministry of
Defence France, NATO School, NATO Dr. Charlene Stokes-Schwartz, Ph.D., Trust Research Lead, Human
Defence College, US Air Force, Ministry of Trust and Interaction Branch, US Air Force
Defence Czech Republic, HQ ARRC,
Estonian Armed Forces, IABG Prof. Dr. Habil. Dr. Phil. Dipl.-Psych. Harald Schaub, Head of
Department, Human Factors and Systemic Analysis, IABG
Miroslava Pašková, Director Social Media Communication and
HALF-DAY Military Community Support, Ministry of Defence Czech Republic
POST-CONFERENCE WORKSHOPS Colonel Jyrki Heinonen, Director of Public Affairs, Finnish Defence
Wednesday 27th February 2013 Forces
Mövenpick City Centre Hotel, Amsterdam,
The Netherlands Lieutenant Colonel Ian Woodbridge, Chief Public Affairs, HQ ARRC
A: Social Media for Operations Captain Danel Apse, Staff and Signals Battalion, Chief of Training
8.30am – 12.30pm and Development Centre of Command, Control and
Workshop Leader: David Bailey MBE, Guest Communication Systems, Estonian Defense Forces
Lecturer, Social Media, NATO School, Germany
Tim Kempert, Chief, Cyber Training Initiative, US Strategic
Command, USA
B: Creating a Sustainable
Social Media Presence Amit Srivastava, Senior Scientist, Raytheon Technologies
1.30pm – 5.30pm
John Verdon, Senior Strategic Analyst, Department of National
Workshop Leader: Andrew Morton, Digital and Defence, Defence Research and Development, Canada
Social Media Manager, Purple Strategies
www.military-socialmediaeurope.com
Register online or call +44 (0) 870 9090 711 or alternatively fax your registration to +44 (0) 870 9090 712
BOOK BY 31ST OCTOBER SAVE £300 • BOOK BY 30TH NOVEMBER SAVE £100

2. DAY ONE l 25TH FEBRUARY 2013 www.military-socialmediaeurope.com
08.30 11.40
REGISTRATION AND COFFEE Leveraging Social Media for Precision Influence Capabilities
• Trust as key to influence operations
• Predictors of trust: Theory and empirical evidence linking emotion
09.00 and trust
CHAIRMAN'S OPENING REMARKS • Precision influence through assessment of emotion and trust
Steven Mehringer, Head, Communications Services, Public • Social media as central platform for emotion and trust assessment
Charlene Stokes-Schwartz, Ph.D., Trust Research Lead,
Diplomacy Division, NATO Human Trust and Interaction Branch (711 HPW/RHXS), US Air
Force
09.10
OPENING ADDRESS 12.20
NETWORKING LUNCH
Host Nation Address: How can social media fit into signal
intelligence? 13.40
• An introduction The Wealth of People
• Implementation and uses of social media • The Digital Environment Re-Frames the Future of Knowledge and
Work
• Future developments • The Digital Environment enables unprecedented changes in the
A Representative from the Dutch Ministry of Defence* scale, pace, scope and pattern of human interactions and
activities affecting the individual, society and culture.
09.50 • New modes of production are enabled by the unprecedented
collapse of traditional transactions costs
Collaborative Tagging Applications and Capabilities in Military • Institutional innovations are necessary to more fully harness the
Information Systems wealth of people’s knowledge including a shift from traditional
• Analyses of conceptual terms Management approaches toward enabling Social Computing.
John Verdon, Senior Strategic Analyst, Department of
• Collaborative tagging National Defence, Defence Research and Development,
• Current administrative Information Systems of Estonian Defence Canada
Forces (EDF)
14.20
• Knowledge maturing is a concept which defines goal-oriented AFTERNOON TEA
learning on a collective level.
SESSION 2: FRENCH INFLUENCE OPERATIONS CONCEPTS
• Collaborative Tagging improves Knowledge Management.
Personal Tag Clouds 15.00
• The Research Vision of the Knowledge Maturing in the France Developed in 2012 a Military Concept “Influence in Support
Collaborative Tagging could be divided as: 1. Information of Operations” in Order to Include Influence Activities at the
Different Level of the strategy for a Military Operation
Systems Layer; 2. Semantics Layer of Information Systems; 3. • Influence is first a state of mind for all the military actors to give
Knowledge Maturing Layer. sense to a military strategy
Captain Danel Apse, Staff and Signals Battalion, Chief of • Influence must be within its heart to get the best use of the
means through effects
Training and Development Centre of Command, Control • Influence activities are also a part of what we can call the “smart
and Communication Systems, Estonian Defense Forces power” concept
Dr. François Chauvancy, Senior Officer, Ministry of Defence,
10.30 France
MORNING COFFEE 15.40
PANEL DISCUSSION
SESSION 1: HUMAN FACTORS • Communicating with external and internal audiences
• Is personal and professional blurred?
• Creating an enforcing a code of conduct
11.00 • The challenges of social media in the military environment
Human Factors in Social Media Steven Mehringer, Head, Communications Services, Public
Diplomacy Division, NATO
• Human threat: dealing with complexity and uncertainty Harald Schaub, Head of Department, Human Factors and
• Human needs and intentions: survival of the fittest Systemic Analysis, IABG
• Human error: the logic of failure Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy
• Human cognition: the emotional problem solver Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS
SME, Course Director/Instructor, NATO School
• Human social factors: leadership and command and control
Prof. Dr. Habil. Dr. Phil. Dipl.-Psych. Harald Schaub, Head of 16.30
Department, Human Factors and Systemic Analysis, IABG CHAIRMAN'S CLOSING REMARKS AND CLOSE OF DAY ONE
*Subject to Confirmation
Who will attend?
Chiefs of Public Affairs, Directors of Community Engagement, New Media Section Chiefs,
Information Directors/Officers, Marketing Directors, Heads of Communication Policy,
Heads of Information Policy and Plans, Heads of Defence Media Centres
Register online at www.military-socialmediaeurope.com • Alternative
Event supported by

3. DAY TWO l 26TH FEBRUARY 2013 www.military-socialmediaeurope.com
08.30 12.00
RE-REGISTRATION AND COFFEE Away with the Gatekeepers: Social Media as a Tool Facilitating
Nonviolent Struggle During the 2011 Egyptian Revolution
• Little known aspects of cloud-based strategic planning documents
09.00 in creating organized mass movement using social media
CHAIRMAN'S OPENING REMARKS • Application of Strategic Nonviolent Struggle principles using social
Andrew Morton, Digital and Social Media Manager, Purple media in Egypt
Strategies • Military-like application of social media as a decentralized
command and control platform
• Force multiplier aspects of social media and mobile devices and its
implications for defence.
SESSION 3: MANAGEMENT, PLANNING, & PREVENTION Dan Thompson, Chief, Public Affairs Office, US Army Installation
Management Command Europe, US Army
09.10
The Challenge of Social Media in Security Policy Institutions 12.40
NETWORKING LUNCH
• What can be defined as new/ social media
• Are the social media an all purpose tool? SESSION 4: OPERATIONALISING SOCIAL MEDIA
• What to communicate?
• Who should communicate? 14.00
• Are we ready to engage? The Challenges of Operationalising Social Media
• Implications of military communication with audiences
• When to use the social media • Current military experience of using social media
• Conclusions • Lessons identified from operations in Afghanistan
Lieutenant Colonel Mario Masdea, Chief of the NDC Public • Preparing to use social media on the next operation
Affairs Office, ITA-A, NATO Defence College Lieutenant Colonel Ian Woodbridge, Chief Public Affairs, HQ
ARRC
09.50 SESSION 5: CONSCRIPTION THROUGH SOCIAL MEDIA
Too Fast, Too Individual: When Social Media Spread Orders Before
Commanders Do 14.40
• Communication via Facebook – benefits and risks for the MoD and Will to defend - the case of Finnish conscription army in social media
• Finnish Defence Forces want to meet young citizens in their own
the armed forces play ground i.e. Social media
• Differences in access to the Internet and social media among • This requires new ways of sharing information
young and older soldiers, the enlisted and the officers • Balancing between new media use and operation security
• Discrepancies in the information provided by the MoD on Facebook requirements is a challenge. How to create guidelines for social
and the information relevant to command loss of ability to media use within military in an age group of digital natives
• From tell to show - www.youtube.com/puolustusvoimat - already
distinguish between public and internal information two million views
• Practical examples of soldiers perceiving Facebook admin as their Colonel Jyrki Heinonen, Director of Public Affairs, Finnish
ombudsman Defence Forces
• Practical examples of undermining the authority of the commander
Miroslava Pašková, Director of Social Media Communication 15.20
AFTERNOON TEA
and Military Community Support, Internet Section, Department
of Communication and Promotion, Cabinet of the Minister of SESSION 6: CYBER TRAINING
Defence, Ministry of Defence of the Czech Republic
16:00
10.30 Cyber Training Initiative
• An introduction to Cyber Awareness Training
MORNING COFFEE • The Importance of being aware when using social media in any
environment
11.00 • How to practice vigilance as a second nature of behaviour
Social Media for the Military Tim Kemper, Chief, Cyber Training Initiative, US Strategic
• What is, what isn't Social Media from a broader perspective Command
concluding that Social Media is actually nothing new, but it is the 16.40
technology that allows people to exchange information more PANEL DISCUSSION
rapidly than in previous times, so it's the speed of information • Lessons learned from operational use of social media
exchange that is the special feature of today's Social Media. • Security risks surrounding the use of social media
• How does the Social Media Landscape look in 2012/13 • When is the use of social media appropriate?
Andrew Morton, Digital and Social Media Manager, Purple
• Realisation in, and options for the Military - examples from US and Strategies
NATO Lieutenant Colonel Mario Masdea, Chief of the NDC Public
• The grey side of Social Media with regards to the Military Affairs Office, ITA-A, NATO Defence College
• Requirements for establishing the use of Social Media for Allied Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy
Forces and NATO as an organisation Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS
SME, Course Director/Instructor, NATO School
Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy
Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS 17.20
SME, Course Director/Instructor, NATO School CHAIRMAN’S CLOSING REMARKS AND END OF CONFERENCE
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: Simon Wright - Business Development Director, SMi Sponsorship on
+44 (0) 20 7827 6732 or email: swright@smi-online.co.uk
ely fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711

4. HALF-DAY POST-CONFERENCE WORKSHOP
Wednesday 27th February 2013
8.30am – 12.30pm
Mövenpick City Centre Hotel, Amsterdam,
The Netherlands
A: Social Media
for Operations
Workshop Leader:
David Bailey MBE, Guest Lecturer, Social Media,
NATO School, Germany
In association with
Introduction to the workshop:
Social Media is being embraced by the military to
support recruiting efforts, to inform families and
audiences 'back home” and to assist in education but
how is it being used in both conflict and post conflict
environments as an information weapon system for the
commander on the ground? This workshop will
introduce you to the potential social media offers as
well as looking at some recent case studies and to
discuss a view to its better use in the future.
Agenda
08.30 Registration and Coffee
09.00 Why Social Media is VITAL to Military Influence
Activities
10.00 Coffee
10.20 Lessons Learned? Or Simply Lessons Identified?
(a few case studies and thoughts for future
planning)
11.20 Social Media and the NATO view
12.20 Question and Answer Session
12.30 Close of Workshop
About your workshop leader:
David Bailey MBE has been involved in
military Influence Activity operations since
mid 1998. His operational experience both
as a reserve officer and civilian consultant
has been with NATO in Bosnia, Afghanistan
and Kosovo. Since 2007 David has been an “early
adopter” with Social Media platforms and systems and
continues to be an advocate for the military to actively
use Social Media to influence Target Audiences in
operational theatres.
David is an Independent Digital Influence Activity
Evangelist at davidbaileymbe.com

5. HALF-DAY POST-CONFERENCE WORKSHOP
Wednesday 27th February 2013
1.30pm – 5.30pm
Mövenpick City Centre Hotel, Amsterdam,
The Netherlands
B: Creating a Sustainable Social
Media Presence
Workshop Leader:
Andrew Morton, Digital and Social Media Manager,
Purple Strategies
In association with
Introduction to the workshop:
Often we ask ourselves “what happens if something goes
wrong on our social media sites"?
What we really should ask is what happens if something goes
right? Activity, advocacy, strategic growth- how does an
organization develop a social media strategy/ team that can
sustain these measures of effectiveness? This workshop will
provide you with the tools and techniques necessary to
succeed in social media and succeed for the long haul!
Why should you attend:
This social media workshop is for social media managers,
communicators, executives, and content managers who want
to learn how to:
• Create a culture within your organization that ensures your
social media team has access to subject matter experts
within all divisions who can provide timely and accurate
answers to the community’s questions
• Curate content across the senior leadership of your
organization without having to write it/ create it yourself
• Develop social media tools and resources that maximize
the efficiency of your internal team
If you are in charge of a social media program, responsible for
the development of content for a social media site or tasked
with creating strategic growth through interaction you will leave
this workshop with a much better understanding of how to
transition a “Social Media Empire” of a few vested
communicators to a “Social Media Republic” of key engagers
who are trained and vested in the sustained management of
your social media program.
Agenda
1.30 Registration and Coffee
2.00 Developing and enduring plan
2.30 Creating buy-in across your corporation
3.00 Tools that make it simple to understand
3.30 Afternoon Tea
4.00 Modifying your PR team's understanding of "content"
5.00 Question and Answer Session
5.30 Close of Workshop
About workshop leader:
Andrew Morton recently transitioned from a 20-year Army
career to Purple Strategies as a Social Media Campaign
Manager and a member of the digital communications team.
As an Army Officer, Andrew served in numerous leadership
positions leading up to his time as a public relations officer. He’s
worked at the highest levels serving on multiple deployments,
including Iraq as a senor media relations strategist for General
David Petraeus, Embassy leadership and the Iraqi Government
during the critical period of the “Surge” in 2007.
Andrew was then selected for the Army’s Training with Civilian
Industry (TWI) program and worked with Mullen Advertising.
Most recently, Andrew has been both the lead for the Army
Reserve’s Marketing and Advertising team and its digital and
social media efforts. He took the 205,000 member organization
to the next level in terms of digital strategy and integration and
was recognized as one of the industry leaders in connecting
and building active online communities that lead to
unprecedented advocacy.
About the organisation:
Purplestrategies.com
At Purple, we not only bring together different points-of-view –
we’ve also assembled a team of professionals skilled in their
individual disciplines. As a full-service public affairs firm, our clients
can draw on the expertise they need for messaging and
media. And with seamless collaboration across our core
practice areas, Purple has the proven capacity to execute a
comprehensive communications strategy for corporations,
trade associations, non-profit organizations and advocacy
groups.

6. SOCIAL MEDIA WITHIN THE MILITARY AND THE DEFENCE SECTOR - EUROPE
Conference: 25th & 26th February 2013, Mövenpick City Centre Hotel , Amsterdam, The Netherlands Workshops: 27th February 2013, Amsterdam, The Netherlands
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www.military-socialmediaeurope.com
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