what you will learn€¢ measuring and implementing qualities like tone of conversation, brand,...

Make Your Time Out Of The Office Worthwhile, New For 2013:4 17+speakersandmanycasestudiessharingbreakthroughstrategiestorevitalize andteachyouhowandwhatyoushouldbemeasuring4 Casestudysessionsunlikeanyothereventprovidingyouwithinsightonwhat worksandwhatdoesn’t4 Face-to-Facenetworkingwithindustryleaders–topicfocusedlunchoutings, networkingreception,andabsolutelynosalespitches4 GroupRoundtableDiscussionsthatallowattendeestoraisequestionsand provideinsightontheirownsocialmediastrategiesandmeasurementefforts4 Optionalworkshopsthatwillallowyoutotakeyourtrainingexperiencetothenextlevel4 Gaincontinuingeducationhours

Register by September 6th to Save $400! • Bring a Team and Save, Register 3 & Send a 4th for FREE!To Register, Call (773) 695-9400 or (888) 362-7400 or online at www.aliconferences.com

WHAT YOU WILL LEARN ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Attendthistrainingtolearnbestpracticesfromothergovernmentagencieswhoaremeasuringtheirsocialmediatoimprovehowtheymanageandmonitorcommunica-tion,analyzedata,engagetheiraudiences,andincreaseresponsivenesstomaximizeresults.You’llleavewithtools,tipsandstrategiesfor: • AnalyzingtrafficchannelslikeYouTube,Twitter,Facebook,etc. • Developingstrategiestomeasureandmanageyoursocialmedia programseffectively • Measuringandimplementingqualitiesliketoneofconversation, brand,reputationandsentiment • CreatingaReturnOnEngagement(ROE)framework • Benchmarkingquantitativeandqualitativemetricsforyoursocialmediaprograms • Usingdatatodriveimproveddecisionmaking • IdentifyingaprocessthatagenciescanstartwithtounderstandROIandROE • Determiningyourprogram’ssuccessandhowyoushoulddirectyour futureresources • Usinganintegratedapproachtomonitor,measure&analyzesocialmedia& traditionalmedia • Demonstratingthevalueofsocialmediatoolstoyouremployeesand toyourorganization • Creatingaframeworktoevaluateyoursocialmediaactivity • Learningwhatyoushouldmeasuringinsocialmediaandwhyit’sdifferent fromwhatyouusedtomeasureinmainstreammediaoreveninWeb2.0 • Usingmeasurementtogaugesuccessandrefinefuture communicationsefforts

SPEAKING ORGANIZATIONS: Astechnologyadvances,governmenthaslearnedtoadaptsimpleyetveryeffective

waystomanageandmeasuretheever-changingsocialmediaspace.

Hearpracticaladvice,firsthand,onhowtomeasureyoursocialmediaprogramsfromleadinggovernmentagenciesand

organizations,including:

Province of British Columbia

Royal Ontario Museum

Genome Alberta

Microsoft

U.S. Coast Guard

Conservation Halton

Pathways to Education Canada

VIA Rail Canada

Nexalogy Environics

National Film Board of Canada

City of Regina, Saskatchewan

Data Habits

Ford Canada

Grant Thornton LLP

Media Miser

The Advanced Learning Institute invites you to join this NEW training in our popular social media series!

RegisteR by sePteMbeR 6tH to save $400!

Your Government & Communications Training Partner Since 1997


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WHO WILL ATTEND: ThistraininghasbeenresearchedwithanddesignedforFEDERAL,PROVINCIAL&MUNICIPALGOVERNMENTManagers,Directors,Analysts,Leaders,Officers,Administrators,Specialists,Advisors,

Coordinators,Staff,Assistants&Consultantsinvolvedin:

Public AffairsSocial Media/Web 2.0

Public RelationsPublic Information

Internal & External CommunicationsEmployee Communications & Relations

MarketingOrganizational Transformation

& DevelopmentHuman Resources

Executive Communications & Consulting

Change ManagementCommunity Affairs & Outreach

AdministrationPublication & Web Content

Electronic & Web CommunicationsNew/Interactive Media

Community & Media RelationsTechnology & Digital Strategy

Training & DevelopmentStrategic Communications

Information Services & SystemsAdministration

Program ManagementCustomer Service & Satisfaction

Communications Research & Management

Andallthoseinterestedinmeasuringtheirsocialmediastrategies

BENEFITS OF ATTENDING THIS CRITICAL TRAINING ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Thistrainingisamust-attendeventforallthosewhoareseriousaboutusingsocialmediatoengagecitizensbyusingthelatestWeb2.0technologiesandsocialnetworkstodrivecommunicationresults.You will benefit from: • 17+ innovative speakersatyourdisposaltosharetheirstrategiesand experiencesinsocialmediafundamentalsthatarealreadyproventowork • Over 20 hours of intense, interactive learning-weguaranteeyouwill recoupyourmoneyspentbyimplementingjustafewofthestrategies sharedduringthetraining • The opportunity to customize your learningbyparticipatinginunique andinteractiveworkshopsessionsthatwillenableyoutopracticeand applyyourskillsinpeergroups--youwillwalkawaywithstrategiesand tacticsthatyoucanbegintoimplementinyourownorganization • An abundance of networking opportunities--youwillmakemany newcontactssobesuretobringplentyofbusinesscardstoexchange withyourfellowattendees • A comprehensive overview of social media strategies and processes fromleadingpractitionersliketheCity of Regina, Genome Alberta, Microsoft,andmanymore • Acquiring new knowledgetoleadyourorganizationthroughthe imperative,yetsometimesextremelydifficult,responsibilityofensuring thattherightinformationgetstotherightpeople,efficientlyandeffectively • A complimentary packet of research materialsthatwillserveas ahelpfulresourcelongafteryouhaveattendedthistraining • A formal Certificate of Completionwhichdocumentsyourtraining achievementandcommitmenttocontinuingprofessionaldevelopment

• Optional networking lunchesthatgiveyoutheopportunitytobrainstorm andbenchmarksolutionswithyourfellowattendees

• Participating in instructional sessionsthatwillsharereal-world examples,tacticsandlessonslearnedfromleadingsocialmedia initiativesthatwillgroundyouinadvancingyourownstrategy

• Gain continuing education hours

WHY IS THIS EVENT ONE YOU CAN'T MISS? –––––––––––––

Severalagenciesaremakingdramaticstridesindevelopingapproachesandsystemsthatworkforthemintheircommunicationefforts.Theperiodicsharingoftheseexperiencesand"bestpractices"isanimportantelementinthissocialmediaevolution.Thatiswhythisforum,presentedbytheAdvancedLearningInstitute,issuchavaluableopportunitytohearperspectivesandshareexperiencesofotherprofessionalsengagedinthe“journey.”

How To Measure Social Media In Government - Oct. 28-30, 2013

Collaborate Using the Training Wiki:All attendees will be invited to expand their networks and continue their

conversations via the training wiki --- an online tool providing speaker materials, additional resources and an opportunity for you to

keep in touch and collaborate with your colleagues after the event.


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How To Measure Social Media In Government - Oct. 28-30, 2013A

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Dear Government Communicator:Runningasocialmediaprogramforagovernmentdepartmentoragencycanbeadauntingtask–andthat’snotevencountingthemeasurementandreportingsideofthings.Butthetruthisthatifyou’renotmeasuringtheimpactandreturnoninvestmentofallyoursocialmediainitiatives,you’renotreallygettingthefullpictureofhowwell–orotherwise–thoseinitiativesarebeingreceived.Andnobodylikesbeinginthedarkaboutsomethingasimportantasthat.Inthistraining,you’lllearnbestpracticesandstandardsfromothergovernmentdepartmentsandagenciesactivelymeasuringtheirsocialmediacampaigns.You’llhearabouthowtheyovercameinternalandexternalchallengestoimprovehowtheymanageandmonitorcommunication,analyzedata,engagetheiraudiences,andincreaseprogramgrowth,includinghow: • Conservation Haltonisgoingbeyondmeasuringthebasics–andmeasuringengagement,while ensuringtheirsocialmediavoicereflectstheirproductsandservices • The National Film Board of Canada managestosiftthroughmoundsofdataandmetricstofocusonthe goalsandresultsthatmattermost • U.S. Coast GuardusedsocialmediaduringHurricaneSandyandaspartoftheircriticallyacclaimedTV seriestodemonstratethevalueoftheirprogramstoseniorleadership • City of Regina, Saskatchewanstaysontrackwiththeirmeasurementstoensuretheireffortsare productiveandlinkedtothecity’sgoals • Province of British Columbia’s Climate Action Secretariat isusingkeyperformanceindicatorsto measuretheireffectivenessinusingavarietyoftoolslikeFlickr,Facebook,Twitter,YouTubeButit’snotallworkshopsandpower-points!There’salsoahighlysocialelementtothissocialmediaconference,withnetworkingeventsforattendeesandpresenterstoconnectandengage.Embracetheopportunitytohearfromleadingcommunicatorsalreadyeffectivelymeasuringandreportingontheirsocialmediainitiatives.Yourtimeisvaluableandthistrainingisdesignedtomaximizetheeffectivenessandrelevanceofthesessions,withcutting-edgetechnologiesandreal-timecasestudies.Registertodayonlineorcallthetraininghotlineat888-362-7400toattendA.L.I.'s"HowToManage,Monitor&MeasureSocialMediaInGovernment,"trainingthisOctober28-30inToronto.Ilookforwardtoseeingyouatthisinformation-packedevent!

JimDonnelly,DirectorofContentMEDIA MISER TrainingChairpersonP.S. Make your training investment pay off even more by bringing a team! Register 3 people and get the 4th pass for no extra charge! Call (888) 362-7400 or go to http://www.aliconferences.com for more details.

Add to the dialogue! Using #smgov, tweet your questions and comments to Erin, Training Producer, prior to the seminar @Erin_ALI

RAVE REVIEWS FROM PAST A.L.I. SOCIAL MEDIA ATTENDEES"Wonderful, useful context."

"Lots of info given in an easy to understand forum!"

"Great examples of social media."

“I never rate anything excellent unless it amazed me! Great training. Keep up the good work. The government needs more like this. Love the networking.”

Join the conversation #smgov

Social Media for Government Group

http://www.aliconferences.com/conf/social_media_govt_canada0213/fees.htm


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How To Measure Social Media In Government - Oct. 28-30, 2013Interactive Workshops

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Jump-start your training experience by attending these interactive and practical workshops. These information-packed sessions are a great opportunity to network with fellow attendees while taking a hands-on, common sense approach to mastering social media strategies that will enhance your understanding of the informative, case study presentations throughout the entire training.

•••• Choose A or B or BOTH for Maximum Value and Learning •••• 8:30 a.m. to 11:00 a.m. – PRE-TRAINING MORNING WORKSHOP ARegistrationandcontinentalbreakfastwillbeginat8:00a.m.forthemorningworkshopattendees.

How To Communicate With Citizens Clearly, Transparently And EffectivelyUsing Social Media -- While Driving Mission Performance Withthecallformoretransparent,participatoryandcollaborativeapproachestogovernment,agencieshavefacedthechallengeofbecomingmorecitizen-centricintheirapproach,employingsocialmediatoolstohelpaccomplishthistask.Withfewexceptions,agencieshavenotbeenabletouniformlydemonstrateanabilitytoclearly,transparently,andeffectivelycommunicatetotheaveragecitizen.Duringthisinteractiveworkshop,youwilllearnhowgovernmentagenciescanapproachlarge,complexbusinesstransformation/processreengineeringprojectsusingsocialstrategy,theshorttermandlongtermvalueitprovides,andhowtomaketheprocesssustainable,etc.Youwillviewsocialmediaingovernmentasaninternalproductivitytool,somethingimbeddedinbusinessprocess.

Youwillleavethissessionwithanewunderstandingofhowtointegratesocialmediaintoalllevelsofyourorganization,including:•Keysuccessesandstudiesinmissedopportunitiesforbeingtransparent•Howtoeffectivelycommunicateorganizationalperformanceinformationusingsocialmedia•Howtodriveevidence-basedaccountabilitymeasuresateverylevel•Howtoextendperformancemeasuresbeyondprogrammaticboundaries•HowyoucanintegratesocialmediaintoyouroverallcommunicationsstrategyaroundperformanceIt’snotjust“socialmedia”…it’stheapplicationofapowerfultooltocommunicateanagencymissioninanopenwaytogeneratepositivemissionoutcomes,communicateperformanceobjectives,andachievethem.

WORKSHOP LEADER: Giovanni Leusch-Carnaroli, Director, Global Public Sector at Grant Thornton LLP. GiovannirecentlyjoinedGrantThornton.Forthepastthreeyears,hewastheassociateChiefInformationOfficerforBusiness-TechnologyAlignmentandGovernanceandSeniorAccountableOfficialforOpenGovernmentattheU.S.DepartmentofTransportation.

11:00 a.m. to 12:00 p.m. – Afternoon break/lunch on your own

12:00 p.m. to 2:30 p.m. – PRE-TRAINING AFTERNOON WORKSHOP B Refreshmentswillbeprovidedduringthissession.

Google Analytics 101 – How To Make Smarter Decisions About Your Website, Social Media, And Email Efforts Youdon’thavetobeatechietoreallyunderstandhowyourwebsite,socialmedia,andemailprogramsareperforming,andhowtoimprovethem.GoogleAnalyticsisafreetoolthattellsyouhowvisitorsareusingyourwebsite,interactingwithyouremailandsharingyoursocialmediacontent:whattheyfindusefulandwhattheyignore.Thissessionwilldemonstratehowthiscanbedone,including:

• Settingupyouraccounttotrackgoals,emailandsocialmedia • Usingdashboards,segments,andcustomreports • Metricstowatch(andmetricsyoucansafelyignore) • Identifyingandfocusingonyourhighestvisitors(inordertogetmoreofthem)IdeallyyouwillhaveGoogleAnalyticsinstalledonyourwebsiteatleastafewdaysbeforethestartofthissession.Workshopresourcesincludechecklists,placestolearnmore,andquickthingsyoucandotomakethemostofthesetools.WORKSHOP LEADER: Eric Squair is a consultant with Data Habits. Hisfocusishelpingclientsmakesmarterdecisionsabouttheironlinework.OneofhisfavoritewaystodothisisbyteachingpeoplehowtousethefreeonlinewebsitemeasurementtoolGoogleAnalytics.Hehasoveradecadeofexperienceasanon-profitstafferandindependentconsultantwithorganizationssuchasGreenpeace,AmnestyInternational,andseveralfederalandprovincialpoliticalcampaigns.

2:30 p.m. to 2:45 p.m. – Afternoon break


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How To Measure Social Media In Government - Oct. 28-30, 2013Interactive Workshops

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2:45 p.m. to 5:15 p.m. – PRE-TRAINING AFTERNOON WORKSHOP CRefreshmentswillbeprovidedduringthissession.How to Determine Your Social Media Goals and Measure What Matters: Using the Latest Tools Including Hootsuite, Twitter & VideoFromagovernmentagency'sstandpoint,socialmediaisjustwhitenoiseifitdoesnothelpyoumeetyourmission,goalsandobjectives.Yourorganization'sgoalsandobjectiveswilltranslateintoyourgoalsforsocialmedia.ThissessionwillhelpyoumeetyoursocialmediagoalsandhowtomeasuretheROIinsocialmedia.Asassortmentoftoolsandstrategieswillbedemonstrated--thissessionwillbehands-onandinteractive-walkingyouthroughvariouskeeptools.Youwillalsolearnhowtomeasurewhatmatters--andwhyimpressions,analyticsandevenclickscanbejustnumbersandoftendonotrelatetoROI.SomeoftheToolsandSocialMedianetworkstobecoveredinclude: 1.Hootsuite–Agreatsocialmediatoolwhichhasmeasurementsinit 2.Bit.ly–Anothergreattooltobeusedtomeasurenumbersonsocialmedia 3.Google+ 4.Facebook–Howtomeasurelikes 5.Twitter–Howtomeasurenumbersandaretheyeverything 6.YouTube 7.Blogging–Yesbloggingissocialmediaandcanhelpmeetgoals 8.Theuseofvideoandpictures.HowtomeasureandensureareturnonyoureffortsOnceyoulearnhowtomonitoryoursocialmediainitiativesandmanageavarietyofsocialmediaplatformseffectively,you'llalsolearnstrategiesfor: • Provingthevalueofyoursocialmediaprograms • Tyingyoursocialmediagoalstoyourorganization'smission,goalsandobjectivesWORKSHOP LEADER: Rob Cairns is a self-employed consultant.HeisanentrepreneurwhoiscurrentlyaWordPressDesigner,SocialMediaConsultantandInternetSecurityExpert.Robisextremelysocialmediadrivenandworkswithclientsandcommunitygroupsfromalltypesofindustries,includingbothpublicandprivatesectors.FormoreinformationaboutRobgotowww.robertbcairns.com

Wednesday, October 30, 2013 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

This workshop is designed to take your training experience to the next level. Post-training workshops allow you to take the information you gained from the general sessions, and help you focus on developing your own plans and strategies when you return to the office. Make the most out of your training by attending this highly interactive, hands-on session. Space is limited to ensure interactivity!

2:00 p.m. to 4:30 p.m. – POST-TRAINING AFTERNOON WORKSHOP DHow To Measure, Monitor And Analyze The Effectiveness Of Your Traditional And Social Media Strategies Thebordersbetweentraditionalmedia(radio,TV,newspapers,magazines)andsocialmedia(blogs,Facebook,Twitter,etc.)arebecomingincreasinglyblurry.We’resociallysharingandcommentingonmainstreamnewsstories,andjournalistsarebringingstoriesthatemergeonTwittertothe5o’clocknews.Asgovernmentcommunicators,younotonlyneedtounderstandhowtooperateinthisintegratednewmediaworld,butalsohowtoproperlymeasureyourimpactwithinit.Byattendingthisworkshop,you’lllearnhow: • Youcanuseanalysistosetstrategy,createcontent,andmeasureresults • Toeffectivelyleveragesocialmediachannelstoreachjournalistsanddisseminatekeymessages • Socialmediainfluencestraditionalmediaandviceversa • Monitoring,measurementandanalysisofsocialandtraditionalmediarequiresanintegratedapproachWORKSHOP LEADER: To be announced.


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How To Measure Social Media In Government - Oct. 28-30, 2013General Sessions - Day One - Tuesday, October 29, 2013

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8:00 a.m.Registration & Continental Breakfast

8:30 a.m. SPEED NETWORKING-WELCOME Chairperson’s Welcome & Speed Networking Becomeacquaintedwithyourfellowtrainingattendeesinthisfunandfast-pacedforum!JimDonnelly,DirectorofContentMEDIA MISERConferenceChairperson

9:15 a.m. CASE STUDY

Measuring Social Media Without A SpreadsheetSocialmediamonitoringhasbeenaroundsincebeforeMarkZuckerburgwasborn–wejustdidn’tcallitsocialmedia.Governmentandnon-profitshowever,havealwaysunderstoodthewinsthatcomefromword-of-mouthandstrongreputationandtheyhavealwayshadtodealwiththenegativefalloutfromwhispercampaignsandscandal.Whenitcomestosocialmediameasurementyouneedtounderstandwhatyouaremeasuringandwhoandwhyyouaremeasuring.InthissessionMikeSpear,whohasbeenaroundlongerthanMarkZuckerburgandFacebookwilllookatwhatyoushouldbethinkingaboutmeasuringandhowitisn’tallabout‘bigdata’.Youwilllearn: • Tosetyourgoalsbeforeyoustartmeasuring • Qualitywithoutquantitystillworks • Findingthenichemeasurement • Whatnottolike • Themythofobjectivesocialmediadata

MikeSpear,DirectorofCommunicationGENOME ALBERTA


If You Build It, They Will Come, And Then You Can Measure It -- Government Social Media, Beyond The NumbersNumbersareeversoimportant,especiallyforgovernmentdepartmentsandagencieswithpre-set,use-it-or-lose-itbudgets.ButwhenitcomestomeasuringsuccessorROIinsocialmedia,thereisdefinitelymoretoitthanjustthenumbers–followers,impressions,click-thruslikes,etc.etc.Don’tgetmewrong,alloftheseareanabsolutenecessityforanycommunicationsdepartment,especiallysincetheyaresoeasytoobtainandunderstand.Butsocialmediaisacollectionoflayered,nuancedspacesthatdemandsmartcontentandengagingnarratives.Forgovernmentdepartments,itisn’talwayseasytoenvisiontheirservicesashavingonlinepersonas,brandattributes,post-5pmvoices!UsingConservationHalton–Agovernmentenvironmentalagency–asanexample,thissessionwilllookathowtobuildanonlinecommunitythatdeliverscontinuous,candidcommentarythatisn’tcontrivedorledbymarketinggimmickry.Howtoreadyourbrandimagefromthisengagement,andhowtotweakyouronlinepersona,andyourbrand’svoice,sothatitisatruereflectionofyourproductsandservicesaswellasengagingandauthentic.You'llleavethissessionwithnewadviceandideasfor: • Measuringthebasics–traditionalROI • Measuringyourengagement • Thinkingaboutyourstakeholdersasyourcustomers • Pickingtherightvoice,sentiment,narrative • Beingprofessional,yetfolksy

HasaanBasit,DirectorofCommunicationsCONSERVATION HALTON

"The presentations were entertaining and gave innovative ideas on how to use social media."PAST TRAINING ATTENDEE


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10:15 a.m. Q & A SESSION Idea Exchange: Questions, Feedback, Collaboration

10:25 a.m.

Morning Refreshment & Networking Break

10:45 a.m. GROUP EXERCISE Group Round Table Discussion: Connect And Collaborate With Your Peers -- Share Social Media Measurement Tool Experience We’veheardfromanumberofspeakers,nowwe’dliketohearfromyou.Networkanddiscusswithfellowtrainingattendeesandspeakerswhichsocialmediameasurementtoolsyou’reusingandwhereyouhavefoundthemostsuccess.

11:05 a.m. CASE STUDY Measuring What Matters: How to Identity Clear Goals & Objectives, Test & Implement Over Your CampaignWhenlaunchingasocialcampaign,youlikelyaskyourselfatleastoneofthefollowingquestions:WhatkindofengagementamIlookingfor?HowdoImeasuremyresults?HowdoIdeterminesuccess?Asuccessfulcampaigndependsoncleargoalsandobjectives,andaligningallsocialactivitywiththosegoals.It’seasytogetsidetrackedbytoomuchdataandbecomeobsessedwithvanitymetrics.Whatyouneedtodoisfocusontheresultsthatmatter,usuallyacombinationofqualitativeandquantitativedata.LastJanuary,asthe#IdleNoMoremovementsweptacrossthecountry,welaunchedasocialcampaignaroundAlanisObomsawin’sdocumentary,ThePeopleoftheKattawapiskakRiver.ThisparticularfilmhighlightedthehousingcrisisinAttawapiskat,oneoftheissuesattheheartoftheprotests.AsCanada’spublicproduceranddistributor,oneofourmandatesistoprovideaccesstoaudio-visualworksthatgiveauniquelyCanadianperspectiveonsocialissues.Itwasaperfectfit,andtheresultsofoureffortstranslateintoagreatcasestudy.Bytakingacloserlookatthiscampaign,Iwilldemonstratehowto: • Identifycleargoals&objectives • Determinewhichmetricsmatter • Performteststoensureoptimalconversionrates • Carrytheselessonsovertoyournextcampaign

JulieMatlin,SocialMediaStrategistTHE NATIONAL FILM BOARD OF CANADA

11:35 a.m. CASE STUDY Understanding Where Social Media Is Today And Where It Is Heading?TheOntarioMinistryofLabourisoneofthecountry’sleadinggovernmentdepartmentsinthefieldofsocialmediause.Itisnowinitsfourthyearofincludingsocialmediainitscommunicationsplanningandexecution.Theministryhasseensuccessoversuccessusingsocialmediaasapublicservice,andhasbeenapplaudedinternationallyonitswork.Therisingquestionattheministryandotherearlyadoptersis“nowwhat?”Whatdoesthefutureholdintheshort,mediumandlongrange?Issocialmediaapassingfadorheretostayingovernmentcommunications?Issocialmediaaspecificjobtitleoraskillsetnowneededforallcommunicators?Areanyofthosepeoplemakingpredictionsontheball,orjustspeculating?Hearwheretheministry’sSocialMediaPlannerexpectstheMinistryofLabourwillbegoingtomorrowandbeyondintherealmofsocialmedia.Inthissession,youwilllearn:

"I learned a lot of ideas I will be looking to use in my own workplace."

PAST TRAINING ATTENDEE


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9 • Optionsforthinkingaboutthefutureofsocialmediainyourorganization,short,mediumandlongterm • Howtosustaininternalstaffinterestinsocialmedia,andatwhatlevel • Thekindsofdailyroutinesandstandardstomakeon-goingsocialmediaoperations efficientandnotburdensomeBruceSkeaff,SocialMediaPlannerONTARIO MINISTRY OF LABOUR

12:05 p.m. Q & A SESSION Idea Exchange: Questions, Feedback, Collaboration

12:15 p.m.

Lunch On Your Own -- But Not Alone! Joinagroupofyourcolleaguesforlunchwithaninformaldiscussionbasedonasocialmediaforgovernmenttopic.Takethisopportunitytojoinothersinasmall,interactivegroupsettingtonetworkandbrainstormsolutionstoyourmostpressingsocialmediaforgovernmentconcerns.

1:45 p.m. GROUP EXERCISE Group Round Table Discussion: Social Media in Gov Industry Xchange Jointhissocialmediaingovernmentindustryexchangetodiscusssolutionstoyourmostpressingissues!Thegroupwillidentifyseveralhottopicsandyouwilljointhebreakoutgroupthatinterestsyoutobrainstormideasandsolutions.

2:15 p.m. CASE STUDY Using Social Media To Engage Youth And Drive Results: Processes and Models for Measuring the Impact of Facebook, Twitter & Other Platforms Engagingyouthusingthevarioustechnologiesthatareavailablecanbeachallenge.However,measuringtheROIofthesetechnologiescanbeanevenbiggerchallenge.Inthiscasestudy,youwilllearnhowPathwaystoEducationCanadahasdevelopedsomeinnovativeprocessesandmodelsforutilizingtechnologyandmeasuringtheimpactofFacebook/Twitterandotherplatforms.Specifically,you'lllearnhowto: • Utilizesocialmediatoincreasestaffefficiency • Utilizetextmessagingtofacilitateeffectiveengagementwithyouthandvolunteers • UseTwittertomonitoropportunitiesforproactiveengagement • IdentifymodelsformeasuringROIofsocialmediainanorganization

JasonShim,DigitalMediaManagerPATHWAYS TO EDUCATION CANADA


2:50 p.m.

Afternoon Refreshment & Networking Break


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3:00 p.m. U.S. GOV. CASE STUDY Data -- Not for Data's Sake: Demonstrating the Value of Social Media to Senior Leaders SocialMediaoffersgovernmentcommunicatorsauniqueopportunitytoengagewiththeAmericanpeopleand,forthefirsttime,totrulymeasurecontactandimpactwithindividuals.Unliketraditionalmediameasurement,thegovernmentcommunicatornolongerneedstoexrapolateimpressions(oroverestimatethem)ormeasurecolumninches.Socialmediaanalyticsletthepublicaffairspractitionerknowhowmanypeople,viewed,liked,shared,orcommentedonyourcontentand,mostimportantly,createsatwo-waydialoguewiththeaudience–allinrealtime.Throughseveralreal-lifeexamplesincludingHurricaneSandyandthecriticallyacclaimedCoastGuardAlaskaandFloridatelevisionseries,you'lllearn: • Whyusingsocialmediatocreatebrandambassadorsisbetterthanmeasuring“likes” • Strategiesforyouragenciescomparativeadvantagetocreateauthenticcontent • Howtodemonstratethevalueofyoursocialmediaprogramtoyourleadership

ChristopherLagan,ChiefofSocialMediaUNITED STATES COAST GUARD PUBLIC AFFAIRS

3:30 p.m. CASE STUDY Using A Mix Of Web Analytics And Traditional Market Research To Assess The Success Of Your Social Media Program Measuringthesuccessofyoursocialmediapresencetakesmorethancountinglikes,followersandsubcribers.Asophisticated,wellplannedsocialmediaprogramwillladderuptohigh-levelorganizationalgoals–andit’simportanttoknowhowtomeasuresuccess.Throughthiscorporatecasestudyofalarge,globalorganization,you'lllearnstrategiestohelpyoumeasureyourownprograms,including: • StategicReporting:Showsthevalueofyoursocialmediaprogramattheexecutivelevel,including traditionalmarketingresearchmetricssuchasNewPromoterScore,FavourableOpinionandother measuresdownthe“purchase”funnel • Tacticalreporting–designedtoshowinsightsataplatformlevel,tacticalreportsusewebandsocial analyticstotrendmetricsovertime • Contentreporting:Morefrequentcontentreportsshowtheeffectofindividualunitsofcontentuponrelease andallowforcontentoptimizationovertime

MarkGoren,VicePresidentofClientServicesNEXALOGY ENVIRONICS

MikeEllis,SocialMediaManagerFORD CANADA


4:10 p.m. Day One Wrap Up

"I thoroughly enjoyed the presentations. They made me start thinking."

PAST TRAINING ATTENDEE


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4:45 p.m.

Networking Reception: Please Join Us!Weinviteyoutojoinusforadrinkasyourelaxwithyourpeers.Alltrainingattendeesandspeakersarewelcometojoinusforthisspecialopportunitytocontinuenetworking.Don’tmissthischancetobenchmarknewideasovercomplimentarydrinks!

6:30 p.m.

Dine AroundSignupduringthedayfordinnerwithagroup.TakeadvantageofToronto'sfinediningwhileyoucontinuetonetworkwithyourcolleagues.


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RAVE REVIEWS FROM PAST SOCIAL MEDIA TRAInIng ATTEnDEES:

"Our organization is VERY new to social media. We knew it was something we needed to look into and weren't sure where to start. This was an amazing couple of days -- great speakers and networking opportunities.

We're now armed with the proper information and ready to make informed decisions."T. Calhoun, Communications AssistantTOWn OF HIgH RIVER, ALBERTA

"I never rate anything excellent unless it amazed me! Great training. Keep up the good work. The government needs more like this. Love the networking."

S. Jodouin, Jr. Media Relations OfficerELECTIOnS CAnADA


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How To Measure Social Media In Government - Oct. 28-30, 2013 General Sessions - Day Two - Wednesday, October 30, 2013

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8:00 a.m.Continental Breakfast & Networking

8:30 a.m. CHAIRPERSON'S ADDRESS

Social Media Measurement: How to Effectively Manage and Measure the Effectiveness of All You Do Gathering,analyzinganddistributingvaluablebusinessintelligenceextractedfromtraditionalandsocialmediasourcestakesalotofeffortandplanning–sowheredoyoubegin?

Thissessionwillhelpyoudevelopyourownroadmaptoeffectiveandefficientsocialmediameasurement.You’lllearntipsandadvicetohelpyou: • Developaplantomeasureandmanageyoursocialmediaprograms • Identifyandfocusontherightmetrics • Analyzetheeffectivenessofbothyoursocialmediaandtraditionalcommunicationprogramstohelpyou focusontheprogramswiththebiggestimpact

JimDonnelly,DirectorofContentMEDIA MISER


You Shall Not Pass!! Dealing With Trolls In Social Media UnfortunatelytrollsdoexistandunlikeFrodowedonothavetheluxuryofhavingGandalftheGreyatourside.Socialmediahascreatedanewdynamicincitizengovernmentengagementandcommunication,howeverthatdynamiccancrossovertothenegative.Whilethatisnotnecessarilybad,ifitgoestoofaritcanbecomeablackeyeandskewyourmeasurementefforts.InthissessiontheCityofReginawillshareit’sexperiencesandtacticsindealingwithatrollsothatyoursocialeffortscangetbackontrackandyourmeasurementscancontinuetobeaproductivecontributortotheorganization.

PhilippeLeclerc,InteractiveCommunicationsManagerCITY OF REGINA, SASKATCHEWAN


Are We There Yet? Planning and Measuring Your Success with Social MediaInthissession,wewillwalkthroughseveralreal-worldexamplesfromMicrosoft’spublicsectorteam,andit’scustomers,ofplanningandmeasuringforsuccesswithsocialmedia.Thesessionisdesignedtoprovideattendeeswithstrategiesandtacticsforsettingmeasurablesocialobjectives,howtonavigateexecutiveexpectationsaroundsocialandhowtoinfermeaningfromthemetricscollected.Youwilltakeaway: • Strategiesformappingobjectivestomeasurement • Asetofbestpractices&anecdotestoinformyourownprograms • Furtherexamplesoflessonswelearnedthehardway

MicheleBedfordThistle,MicrosoftGovernmentTeamMICROSOFT, GOVERNMENT TEAM


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How To Measure Social Media In Government - Oct. 28-30, 2013General Sessions - Day Two - Wednesday, October 30, 2013

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10:15 a.m. Q & A SESSION Idea Exchange: Questions, Feedback, Collaboration

10:25 a.m. Morning Refreshment & Networking Break

10:35 a.m. GROUP EXERCISE Group Exercise: Round Table Discussion


Social Media Takes A Leading Role At VIA Rail CanadaLearnhowVIA’ssocialmediachannelshavegrownconsistentlyandhowtheyhavetrackedtheirprogress.Specifically,you'llhearhowsocialmediainnowplayinganimportant,leadingroleinthecompany’sday-to-daycommunicationswithit’scustomers,thepublicandstakeholders.You'llhearhowsocialmediaisbeingmanagedandmeasured,including: • Learnhowsocialmediaplaysakeyroleineffectivecrisismanagement • Howtoreachoutandmaintainclosecontactwithyourfollowers • Thedifferentwaystheykeeptheinformationflowing

YvesDesjardins-Siciliano,ChiefLegalandCorporateAffairsOfficerVIA RAIL CANADA


Understanding Key Indicators And Tools --Flickr, Facebook, Twitter, YouTube -- That Can Be Used In Determining How Effective Your Social Media Efforts Are Thestatusoftheterm“GovernmentSocialMedia”hasquicklymovedfromOxymorontoStandardPractice.Infact,thepacebywhichthistransformationtookplacehasleftmanyofusscramblingtodeterminejusthoweffectiveoureffortstrulyare.

BritishColumbiahasprideditselfonbeingearlyadoptersofthesenewmediatools–butonesizedoesnotfitall,andofficeexecutiveswhosay“weshouldbeonFacebook”maynotknowthat,forexample,theirstakeholdersareactuallyusingLinkedIn.Tobesuccessfulinsocialmediaanagencymust:knowtheirgoalsbeforechoosinganappropriateplatform;metricsmustbeidentified;anddatacollectedtoassessperformance.TheClimateActionSecretariathasanoutreachmandatetoengageboththepublicandsustainabilitypractitionersalike.Theultimategoalsarethereductionofprovincialcarbonfootprint,increasedresiliencytoclimatechange,anddemonstratingBritishColumbianpolicyleadershiponthefile.Metricsaretakenfromparticipationinonlinecampaignsandconversations,uptakeofgreenincentiveprogramsandvisibilityofsuccessstoriesfrompartners.Thisthoughtprovokingsessionwillgiveyouinsightabouttheseindicatorsalongwithmethodsbywhichyoucanmeasurethem,aswellaslessonslearnedtoensureyoursuccess,includinghowto: • Understandandidentify5indicatortools: 1. TwitterTownhallChats,howtomeasureconversationexposurebyTweetReach 2. Postedlinks,howtomeasureclick-throughusingHootSuite 3. Websites’referralsfromsocialmedia,metricsonWebTrends,GoogleAnalytics 4. Onlinecampaignviralityandexposuredemographics,FacebookInsights 5. CaseforKeepingFlickrProStatsphotoanalyticsvs.NewFreeaccount


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• Differentiatebetweenpostingtoonenetworkversusanother • UseFacebookmoderatedcommentsonyourpublicblogs • Cross-postlinksbetweenmultimedia(youtube,flickr)andtext-updatenetworks (Facebook,Twitter,LinkedIn,Yammer) • UseaplatformcalledIGLOOasanintranetandstakeholderengagementandcollaborationtool

TrevorBarry,SocialMedia&OutreachOfficerPROVINCE OF BRITISH COLUMBIA’S CLIMATE ACTION SECRETARIAT


12:15 p.m. Chairperson's Recap: Key Takeaways And What To Do When You Get Back To The OfficeWe’llrecapthehighlightsofthepasttwodaysandaskyoutosharekeyinsightsandnextstepswiththegroup.

12:30 p.m. Close Of General Sessions

Lunch Break for Post-Workshop Attendees

How To Measure, Monitor And Analyze The Effectiveness Of Your Traditional And Social Media Strategies Thebordersbetweentraditionalmedia(radio,TV,newspapers,magazines)andsocialmedia(blogs,Facebook,Twitter,etc.)arebecomingincreasinglyblurry.We’resociallysharingandcommentingonmainstreamnewsstories,andjournalistsarebringingstoriesthatemergeonTwittertothe5o’clocknews.Asgovernmentcommunicators,younotonlyneedtounderstandhowtooperateinthisintegratednewmediaworld,butalsohowtoproperlymeasureyourimpactwithinit.Byattendingthisworkshop,you’lllearnhow: • Youcanuseanalysistosetstrategy,createcontent,andmeasureresults • Toeffectivelyleveragesocialmediachannelstoreachjournalistsanddisseminatekeymessages • Socialmediainfluencestraditionalmediaandviceversa • Monitoring,measurementandanalysisofsocialandtraditionalmediarequiresanintegratedapproachWORKSHOP LEADER: To be announced.

1:30 p.m to 4:00 p.m. Complete your training experience with Post-Training Interactive Workshop D!Thisworkshopisdesignedtotakeyourseminarexperiencetothenextlevelandprovideyouwiththeopportunitytotaketheinformationyougainedfromthegeneralsessions,andhelpyoufocusondevelopingyourownplansandstrategieswhenyoureturntotheoffice.Makethemostoutofthisseminarbyattendingthishighlyinteractive,

hands-onsession.Spaceislimitedtoensureinteractivity!


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ABOUT OUR TRAINING SUPPORTERS


“I thought it was wonderful content; you covered so many different topics from different perspectives…”J. Reeves, Communications Advisor

ALBERTA SCHOOL EMPLOYEE BEnEFIT PLAn

“The training exceeded my expectations. The information that was presented has given me the building blocks to establish a social media strategy that focuses on our organizational goals and engaging our audiences…”

D. Flaherty, Communications ManagerMIDDLESEX-LOnDOn HEALTH UnIT

"The training met my expectations and took away the 'mystique' of social media."K. Barsoum, Promotion & Education Coordinator

REgIOn OF WATERLOO, OnTARIO

ComingSoon!


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ALL TRAINING SESSIONS WILL BE HELD AT THE:

Sheraton Centre Toronto Hotel123QueenStreetWestToronto,ONM5H2M9MainHotelNumber:(416)361-1000Reservations:1-888-627-7175www.sheratontoronto.comForthetraining,alimitednumberofroomshavebeenreservedatthegovernmentperdiemrateof$179/night.If you need a sleeping room reservation, please call the hotel directly at 1-888-627-7175 and mention “Social Media in Government Group” or group code “HMJ28A” to receive our special group rate of $179 per night. We recommend reservations be made early as the number of rooms available in our room block is limited. Inthecentreofthebusinessandentertainmentdistricts,theSheratonCentreTorontoHotelisconnectedtoPATH,a16-mileundergroundnetworkofshopsandservices,andjuststepsfromtheEatonCentreshoppingmallandconventioncenter.ExperiencetheutmostinurbancomfortandstyleastheSheratonCentreTorontoHotelboastsToronto’slargestyear-roundpool,a24-hourfitnesscentre,BusinessCentre,SensesSpa,atwo-storywaterfallandpondin2.5acresofpicturesquewaterfalls,gardensandterracesandtwolevelsofshops,services,restaurantsandlounges.

REGISTRATION FEES:The following are included in your training registration: attendance, a detailed training workbook and any additional meeting materials -- including access to the training wiki (which includes electronic copies of the speakers' handouts), continental breakfasts, morning & afternoon refreshments, and evening networking reception.

Group Discount:Register 3 colleagues and the 4th is FREE!

EARLYBIRD PRICING:Register & pay bySept. 6th

Regular Pricing:Register & pay bySept. 6th

TrainingOnly(Oct.29&30) $1,499CAD $1,899CADTraining(Oct.29&30)PlusOneWorkshop(Oct.28or30) $1,899CAD $2,299CADTraining(Oct.29&30)PlusTwoWorkshops(Oct.28&/or30) $2,199CAD $2,599CADTraining(Oct.29&30)PlusThreeWorkshops(Oct.28&/or30) $2,399CAD $2,799CADTraining(Oct.29&30)PlusAll FourWorkshops–(Oct.28&30)ALL ACCESS PASS!

$2,499 CADBEST VALUE!

$2,899CAD

TrainingWorkbookOnly(ifnotattending)You'llreceiveelectronicaccesstopresentationmaterials.

$249

Please add 13% HST to all prices above (A.L.I.’s GST #884005323RT0001). Credit card transactions will be processed in U.S. dollars determined by rates at www.bankofcanada.ca/. The final charges will vary slightly from those above due to variances in exchange rates.Payment is due two weeks prior to the training. If payment has not been received two weeks before the training, a credit-card hold, training form or purchase order will be taken to ensure your space.


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SPONSORSHIP & EXHIBIT OPPORTUNITIES ARE AVAILABLE:Thistrainingprovidesanexcellentopportunitytomarketyourproductsandservicestoatargetedgovernmentcommunicationsaudience.Spaceislimited,sopleasecallErinat(773)695-9400x216,formoreinformation.

GROUP DISCOUNTS:Fourormoreattendees,registeringtogether,enjoyasavingsofatleast$1,499!Register three attendees and the fourth registrant is FREE! That’sa25%savingsoffeachregistration.Notetosmalldepartments—registertogetherwithyourcolleaguesfromanotheragencyandreceivethesamegroupdiscount.Thefreeregistrantmustbeofequalorlesservalue.

A.L.I. PAST ATTENDEE DISCOUNT: Earnconferenceattendancebonusesasyoubenchmarkwithotherorganizations.AsapastA.L.I.conferenceattendee,receivea$200discountoffyournextA.L.I.conference.

PROGRAM CHANGES: A.L.I.reservestherighttomakechangesinprogramsandspeakers,ortocancelprogramsifenrollmentcriteriaarenotmetorwhenconditionsbeyonditscontrolprevail.Everyeffortwillbemadetocontacteachenrolleeifaprogramiscanceled.Ifaprogramisnotheldforanyreason,A.L.I.’sliabilityislimitedtotherefundoftheprogramfeeonly.

CANCELLATION POLICY: Youmaymakesubstitutionsatanytime;pleasenotifyusassoonaspossible.Ifyoucancel(inwriting)morethantwoweekspriortotheseminar(beforeOctober14th)arefundwillbeprovidedlessa$295administrationfee.Registeredparticipantswhodonotattendorwhocanceltwoweekspriortotheseminarorless(onorafterOctober14th)willbeissuedacreditmemo.Creditmemoswillbevalidforoneyearfromdateofissuanceandcanbeusedbyanyoneinyourorganization.


“This training was really great. I loved the mix of younger and older – both in attendees and presenters.”R. Alfadili, Communications Officer

REPRESEnTATIVE FOR CHILDREn AnD YOUTH, BRITISH COLUMBIA

“I was inspired with a lot of great ideas, but also with the importance of solid strategy…”S. Kiley, Communications Officer

nATIOnAL EnERgY BOARD OF CAnADA


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ABOUT THE ADVANCED LEARNING INSTITUTE:TheAdvancedLearningInstitute’smissionistohelpexecutivesbuildstrongpersonalrelationships,expandtheirbusinessknowledgeofcutting-edgetrends,andfindprovensolutionstoawiderangeofstrategicmanagementproblems.Ourforumsbringtogetherindustryleadersandexpertstosharevaluable,real-worldexperiences,andbestpracticesonhowtomeettomorrow’smanagementchallenges.TheAdvancedLearningInstitute’sfocusisondeliveringhigh-qualityprograms,whichconsistentlymeettheneedsofourcustomers.Ourtrainingsserveabroadrangeofspecializedindustriesandfunctions,including:

Government · Communications · Performance Measurement · Social Media Human Resources · Health Care · Brand Management · Marketing · Biometrics · Strategic Planning • Technology

WE GUARANTEE RESULTS:TheAdvancedLearningInstitutehasbeensuccessfullyprovidingseniorexecutiveswithforumstosharepracticalexperiencesandsolutionstoavarietyoforganizationalchallenges.Wearesoconfidentyou’llbenefitfromtheinnovativestrategiessharedduringthistrainingthatwe’llguaranteeit!Ifyoufollowtheadviceofourspeakers,andyoudon’timproveefficiencyvaluedatthecostofyourregistrationfee,thenwe’llsendyouafullcredittobeusedforafutureevent.

A Few Of Our Past Social Media Attendees Include Representatives From These Leading Organizations:

Thousands of satisfied alumni can’t be wrong - register today for the opportunity to learn from our platform of proven experts!

Event#1013B30©2013A.L.I.,Inc.Allrightsreserved.

•Agriculture&Agri-FoodCanada•AlbertaEnvironment•AtomicEnergyofCanada•BellCanada•CalgaryAirportAuthority•CanadaPost•CanadianFoodInspectionAgency•CanadianHeritage•CanadianIntellectualProperty•CanadianRealEstateAssociation•CanadianTruckingandHuman ResourcesCouncil•CancerCareOntario•CityofBurlington•CityofCalgary•CityofLondon•CityofOttawa•CollegeofPhysiotherapistsofOntario•CorrectionalServicesCanada•CNWGroup•DepartmentofCanadianHeritage•DepartmentofTourism&Parks,NB•digitalOttawa•EnterpriseSaskatchewan•EquitableLifeofCanada•GovernmentofManitoba•GovernmentofNewfoundland&Labrador

•HealthCanada•HealthCouncilofCanada•HealthForceOntarioMRA•HumanResourcesandSocialDevelopmentCanada•Hydro-Quebec•IndustryCanada•InnovationInstituteofOntario•Justice&ConsumerAffairs,NB•LegislativeAssemblyofAlberta•LibraryandArchivesCanada•MelocheMonnex•MicrosoftCanada•MinistryofAttorneyGeneral,ON•MinistryofCommunity&SocialServices,ON•MinistryofEducation•MinistryofEnterprise&Innovation•MinistryofGovernmentandConsumerServices,ON•MinistryofMunicipalAffairsandHousing•MinistryofNaturalResources•MinistryofResearch&Innovation,ON•MinistryofTraining•MTVCanada•NationalAboriginalHealthOrganization•NationalDefenceCanada•NationalEnergyBoard

•NaturalResourcesCanada•OfficeofthePremier,BC•OntarioEnergyBoard•OntarioMunicipalAffairs&Housing•OntarioMinistryofRevenue•OntarioPensionBoard•OntarioTrilliumFoundation•PrescientDigitalMedia•PublicHealthAgencyCanada•PublicSafetyCanada•PublicServiceCommission•PublicWorksCanada•RegionalMunicipalityofHalton,ON•RegionalMunicipalityofWaterloo,ON•RoyalCanadianMint•RoyalOntarioMuseum•SaskTel•ServiceCanada•SYNNEXCanadaLtd•TDBankFinancialGroup•TransportCanada•TransmissionContent+Creative•TucowsInc.•UniversityduQuebecMontreal•UniversityofToronto•WebDriveCanada,Inc.•WorkplaceSafetyandInsuranceBoard

REGISTER TODAY! • www.aliconferences.comPhone: (773) 695-9400 • Fax: (630) 568-3956

Mail to: Advanced Learning Institute, 1301 W. 22nd Street, Suite 809 Oak Brook, IL, USA 60523

what you will learn€¢ measuring and implementing qualities like tone of conversation, brand,...

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