Read the agenda - Conference Board of Canada

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CONFERENCE AGENDA
OCTOBER 20–21, 2014 • OTTAWA
Public Sector
Social Media
2014.
Shawna M. Coxon
Detective Sergeant,
Toronto Police
Service
Steve Ladurantaya
Head of Canadian
News, Government
and Political
Partnerships,
Twitter Inc.
Mark N. Rybchuk
Provincial and
Municipal
Government
Accounts
Hootsuite Media Inc.
Aviva Shwaid
Manager, Strategy
and Insights,
Google
#CBoCSocial
2014 could be social media’s coming
of age year in the public sector.
The naysayers have been silenced by the early adopters’ successes, and social
media users and advocates have reached critical mass. There’s no turning back
now, and social media have become as ubiquitous as e-mail or press releases.
Social media are still changing.
New platforms and new uses are emerging,
and one must now work harder and smarter
to get the message out. An eclectic mix of
experts will share what they’ve learned and
where they’re going next, providing diverse
perspectives on public sector social media
today and tomorrow.
Learn about the latest
developments from the
social media innovators.
You’ll hear about pop up embassies, “live” conferences, recruitment, collaboration, access, cybercrime,
crowdsourcing—all using established social media
approaches, though sometimes in new and exciting ways.
You’ll also hear about developing an overall digital strategy,
and the open data revolution.
Don’t miss this unparalleled opportunity to connect with
your counterparts, benefit from each other’s experiences,
and discuss potential solutions for the common challenges
and opportunities.
To register, visit www.conferenceboard.ca/conf
Agenda
DAY 1 / Monday, October 20, 2014
AT A GLANCE
7:30 a.m.
8:00 a.m.
8:15 a.m.
9:15 a.m.
10:00 a.m.
10:30 a.m.
11:15 a.m.
Registration and Continental Breakfast
Opening Remarks from the Co-Chairs
Plenary Session 1
Plenary Session 2
Networking Break
Plenary Session 3
Plenary Session 4
12:15 p.m.
1:30 p.m.
2:30 p.m.
2:45 p.m.
3:45 p.m.
4:30 p.m.
4:45 p.m.
Luncheon and Keynote Presentation
Concurrent Sessions—Set A
Refreshment Break
Concurrent Sessions—Set B
Plenary Session 5
Closing Remarks from the Co-Chairs
Day 1 Adjourns
7:30 a.m. Registration and Continental Breakfast
8:00 a.m. Opening Remarks from the Co-Chairs
John Brewer, Executive Program Developer, The Conference
Board of Canada
Dr. Mary Francoli, Associate Professor, Carleton University
8:15 a.m. Plenary Session 1
Developing an Integrated Digital Strategy in the Public Sector
Greg D. Stanway, Manager, Customer Strategy and Business
Transformation, BC Hydro Power Authority
Randy Woods, President, nonlinear creations
Drawing on his many years’ experience developing and integrating
B.C. Hydro’s Web, mobile, social, and email channels, and activation of its 2010 Olympic Winter Games sponsorship, Greg Stanway
will ponder the current enthusiasm for social media in the context of
a broader digital strategy. Greg will also share what has worked and
what hasn’t at B.C. Hydro, and offer insights into the future direction
of social media and its integration into digital strategy.
Randy Woods will discuss his work developing and delivering
digital strategies for a range of organizations and highlight some of
the common pitfalls and key factors for success.
Making Sense of the Chaos: Centralizing, Rationalizing, and
Maximizing the Reach and Impact of Your Social
Communication
Sajji Hussain, Federal Sales Manager, Hootsuite Media Inc.
Mark N. Rybchuk, Provincial and Municipal Government Accounts,
Hootsuite Media Inc.
The increasing popularity of social media has brought with it
increasing complexity. It seems as if every time you review your
3
social media activities there are several must use platforms while
some platforms you’ve been using have lost traction among users.
In this session, Hootsuite will address this situation head on and
discuss how you can cut through the clutter and become more effi
cient and effective by using tools that allow you to aggregate your
activity. Not only will this lead to better communications and
increased, more targeted reach, you will also gain greater control of
your organizations message and improve reporting and analysis.
10:00 a.m. Networking Break
“Great conference,
very inspiring. Now the
Next Generation Recruitment—Using Gamification and
Crowdsourcing to Identify and Engage the Best Candidates
Lauren Friese, Founder, TalentEgg
challenge, how to put
it to great use!”
Fiona Hill
NRC
Lauren Friese has built a successful business in the challenging
world of campus recruitment. Lauren’s recruitment site, TalentEgg,
is an industry leader and innovator, and she is frequently called
upon as an expert on Gen Y recruiting.
Lauren will illustrate how you can enrich social media with gami
fication and the crowdsourcing of ideas. The first initiative she will
discuss is “Challenges,” which invites job candidates to submit
solutions to real life problems at real companies. Young job seekers
can then build experience, make connections, and even win prizes.
Lauren will also discuss “Bright Ideas,” her recently launched
crowdsourcing project aimed at generating ideas to improve youth
employment in Canada.
15 + 4 Things You Can Do to Improve the Accessibility of Your
Social Media
Tanya Snook, Senior Business Analyst, Treasury Board of Canada Secretariat
Since the early days of the Internet, both Web sites and developers
have evolved to accommodate users of assistive technologies.
Social media is still catching up. How can you ensure your social
media programs are accessible for all existing and potential users
who wish to connect with you?
Tanya Snook will explore common social media platform accessibil
ity issues, and 15 + 4 things you can do now to make content more
accessible on social media.
4
12:15 p.m. Luncheon and Keynote Presentation
Open Data, Open Government
Thom Kearney, Senior Project Officer, Open Government
Secretariat, Chief Information Officer Branch, Treasury Board
Secretariat, Government of Canada
As social media become more established in the public sector,
the issues and opportunities of open government and open data
get more and more attention. Thom Kearney will discuss the latest
developments, the federal government’s perspective, and what to
expect in the future.
1:30 p.m. Concurrent Sessions—Set A
(please choose one)
Concurrent Session A1
Putting “Care” in Recruitment with Social Media
Shahid Wazed, Team Lead, Sourcing Strategies, City of Edmonton
Given the origins of social media lie in the personal rather than
business realm, it is no surprise that one of its first and most
successful applications by businesses and governments has
been recruitment.
Few social media recruitment practitioners have had greater
success than Shahid Wazed. Shahid revolutionized the recruiting
industry by bringing “care” back into recruitment with the City of
Edmonton Jobs page on Facebook, which won two prestigious
awards in just a year and a half:
• Standard of Excellence Award from the New Media Institute
in New York
• Thomas H. Muehlenbeck Award for Excellence in Local
Government, from Alliance for Innovation.
Shahid will share his research, experiences, and practices in
recruitment, and discuss how the lessons learned can be applied
to other areas where social media practitioners must identify, find,
and engage an audience.
Concurrent Session A2
Case Study: Using Social Media to Support Live Events
Aaron Furfaro, Communications Advisor, Public Health Ontario
You may not be involved with a high profile international event like
the Winter Olympics, but social media can be very effective in sup
porting any live event.
5
Aaron Furfaro will discuss how Public Health Ontario has not only
promoted events in advance with social media, but has also inte
grated social media into its events. Aaron will discuss how you can:
• use social media to generate interest in your event
• coach participants in the use of social media
• engage participants on the day
• broaden your event’s reach beyond those attending live
• continue the dialogue after the event is over
2:30 p.m. Refreshment Break
2:45 p.m. Concurrent Sessions—Set B
(please choose one)
Concurrent Session B1
Case Study: Using Social Media to Improve Canadians’
Health
Leanne Labelle, Project Manager, Public Health Agency of
Canada
Jeannine Ritchot, Senior Director, Surveillance and Analysis
Division, Public Health Agency of Canada
Recognizing the limits of the “if we build it they will come” approach
to disseminating important health information, the Public Health
Agency of Canada (PHAC) turned to social media to get its mes
sage out. Leanne Labelle and Jeannine Ritchot will tell the story
of this major shift in communications strategy.
Focusing on chronic disease prevention, PHAC developed a digital
approach to explore innovation and consider new ways to deliver
its message. Emphasizing data collection and relevance, social
media offered a way to reach the right people with information that
was timely and accurate. Leanne and Jeannine will also discuss
how social media enabled a two-way conversation that has
increased the effectiveness of their efforts.
6
Concurrent Session B2
Pop Up Embassies—How Social Media can Support
Unlikely Ventures
Trevor Kerr, Digital Communications Officer, British High
Commission
We’ve all seen a pop-up store on a local street or at the mall during
the holiday season. Pop up stores appear for a few weeks or
months, only to disappear shortly after the Boxing Day frenzy.
Perhaps you’ve even seen a high end designer pop-up boutique,
or an exclusive restaurant featuring a celebrity chef, but a pop-up
embassy? Why not?!
Trevor Kerr will discuss the thinking behind the British High
Commission’s pop-up embassy, the role social media played
in getting the word out, and the results and lessons learned.
3:45 p.m. Plenary Session 5
Social Media and Emergency Response
Steve Ladurantaye, Head of Canadian News, Government and
Political Partnerships, Twitter Inc.
Larissa Barlow, Communications Specialist, Town of Banff
One of the areas where social media has demonstrated proven util
ity and value is in times of emergency and crisis. In the event of a
natural disaster or other calamity, many turn first not to traditional
media but to Twitter and other platforms—as radio and tv struggles
to keep up with the instant, real time information that social pro
vides.
But social media can also be notoriously unreliable, as there is no
filter or review of content.
In this session, leading social media platform, Twitter, will share
what they have learned from how their users have communicated
and shared information in times of crisis. Larissa Barlow of the
Town of Banff will complement this perspective with the story of
how the town turned to social media during the recent flooding and
the lessons they learned.
4:30 p.m. Closing Remarks from the Co-Chairs
Board of Canada
4:45 p.m. Day 1 Adjourns
7
Agenda
DAY 2 / Tuesday, October 21, 2014
AT A GLANCE
7:30 a.m.
8:00 a.m.
8:15 a.m.
9:15 a.m.
10:00 a.m.
Continental Breakfast
Opening Remarks from the Co-Chairs
Plenary Session 6
Plenary Session 7
Refreshment Break
12:45 p.m. Conference Adjourns
7:30 a.m. Continental Breakfast
8:00 a.m. Opening Remarks from the Co-Chairs
Board of Canada
Social Media and Public Sector Transformation
Laurette Sharpe, Manager, Corporate Communications,
Municipal Property Assessment Corporation
Sometimes the prospect of transformation can seem daunting, but
what if you could achieve major change in just 100 days? It sounds
improbable, but this is the goal the Municipal Property Assessment
Corporation (MPAC) set for itself as part of its four-year strategic
plan. Laurette Sharpe will share how MPAC is using social media,
innovation and collaboration to engage employees and drive its
strategy and culture change within the organization.
Case Study: Owning the Screen—Social
Media Use by Team Canada at the 2014
Winter Olympics
Georgia M. Sapounas, Digital Manager,
Canadian Olympic Committee
Once every four years, Canadians turn their focus
to the Winter Olympics. For two weeks during the 2014
Olympic Games in Sochi, Georgia Sapounas had one of
the most high profile social media roles in the country.
In this engaging and high energy talk, Georgia will tell the story
of social media at Sochi, including:
• planning social media programs
• launching digital innovation projects
• working with external partners to implement digital
and social initiatives
8
• creating and sustaining a great online fan experience
• engaging fans on all digital and social properties
10:00 a.m. Refreshment Break
Evidence-Based Social Media—Letting the Real World
Determine Your Social Media Strategy
Shawna M. Coxon, Detective Sergeant, Toronto Police Service
Over the last year, Shawna Coxon has been involved in a technol
ogy project that assessed cyber threats and opportunities, and how
to integrate open source information and best practices—including
that of social media—into the organization. This process led to a
complete overhaul of social media governance and training.
“High quality speakers
who stayed on topic
with content-rich
presentations.”
Lori Harrop
AAFC
The main lesson was that, for all the technology involved, social
media and cyber security are still human endeavors. Shawna
will describe the process and consider the common challenges,
such as:
• identifying and developing the right people
iving clear direction and guidance to everyone in the organization
• g
• making processes clear and efficient
• the training people require
• h
elping people fully understand the opportunities and risks
associated with their actions while using technology
• measuring the outcome
• d
oing all of this, understanding that the technology will
change tomorrow
Understanding Your Audience: Google Strategies and Insights
for the Public Sector
Chris Adamkowski, Head, Government and Energy,
Google Canada
In this first of two sessions focussed on increasing customer and
citizen engagement, Chris Adamkowski will provide an overview of
how organizations in the public sector can gain a better under
standing of their audience. This is a necessary first step to engage
ment, an idea that will be explored in the following session.
Chris will discuss proven tools, analytics and reports and how you
can use a better understanding of your audience to better reach
and engage them with your communications.
9
Delivering Delight on Both Sides of the Screen: A New
Approach to Audience Engagement Through Social Media
Joe Boughner, Director, Communications, ACFO-ACAF
The idea of engaging your audience has become so oft-repeated in
social circles that it risks bordering on the cliché. Communications
strategist and writer Joe Boughner believes that to truly make any
communications or marketing strategy work, engagement must be
rigidly defined and ruthlessly measured in a way that makes sense
to your unique business or organizational context.
Looking at the notion of engagement through the lens of what your
audience needs vs. what your audience wants, this presentation
offers up a new way of defining engagement as delivering moments
of unexpected delight that resonate at the level of the individual.
It positions social media as a subset of your overall marketing and
communications mix, then discusses social media’s unique role in
giving your audiences what they truly need.
Drawing on experiences working with major Canadian brands such
as Petro-Canada, Suncor and the Rotman School of Management,
Joe will present a framework for defining your audience personas
and mapping their interactions with your organizations with a par
ticular focus on needs, wants and opportunities to deliver, complete
with a measurement framework for defining success.
Following this presentation, attendees will be able to:
1.Define their audience personas
2.Map the lifecycle of touchpoints with each persona,
including key social interactions
3.Measure the success of each engagement
Board of Canada
12:45 p.m. Conference Adjourns
10
Registration
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Public Sector Social Media 2014
OCTOBER 20–21, 2014 • OTTAWA
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Read the agenda - Conference Board of Canada

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