This document provides information about the 2nd Annual Conference on Social Media within the Military and Defence Sector, which was held on November 14-15, 2012 in London. The conference covered topics such as how various militaries are using social media for recruitment, communication, and operations. Speakers included representatives from the UK Ministry of Defence, US Army, NATO, and other military organizations. The agenda outlined sessions on social media strategy, engagement, security concerns, and applications in contexts like healthcare and recruitment.

1. “Outstanding conference”
Director, Army Public Affairs, Department of National Defence, Canada
SMi present their 2nd Annual Conference…
Social Media within the Military
and the Defence Sector
14th-15th November 2012, Copthorne Tara Hotel, London, UK
REASONS TO ATTEND: KEYNOTE SPEAKER:
• MEET decision makers who shape Pippa Norris,
and implement social media
strategies used to inform, recruit, Head of Online Engagement,
educate, connect and influence Directorate of Media and Communications,
• LEARN how to research, prepare, Ministry of Defence, UK
conduct and assess communication
operations in the information
battlespace EXPERT SPEAKERS INCLUDE:
• HEAR about the latest apps Colonel Douglas Anderson, Director, Commanders Action
• UNDERSTAND how to incorporate
different social media platforms in Group, Office of the Surgeon General, USAF
your communication mix
Nick Jones, Deputy Director, Communications-Digital,
• HEAR how social media is used in
natural disasters and as a critical Prime Minister's Office & Cabinet Office, UK
weapon in combat operations
• DISCUSS how information and social Brittany Brown, Social Media Manager, US Army
media is becoming a strategic
resource John Rollins, Specialist in Terrorism and National Security,
• LEARN how social media is essential Congressional Research Service Foreign Affairs, Defense, and
in conducting military operations Trade Division, Library of Congress
both in conflict and post conflict
• ANALYSE the impact of social media Steve Mehringer, Head of Communications Technologies, Public
on OPSEC: vulnerabilities, security
standards, and capabilities Diplomacy Division, NATO HQ
David Ogden, Head of Recruitment Marketing, RAF
Adam Proctor, Head of Digital Media, RAF
HALF-DAY
PRE-CONFERENCE Erik Lagersten, Director of Communication and Public Affairs,
WORKSHOP Swedish Armed Forces
Tuesday 13th November 2012 Dr Joerg Jacobs, Researcher, Basic Research Unit, Academy for
Information and Communication, Bundeswehr
Social Media as an
influence tool in conflict Clara Tan, Head, Defence Media Centre, Public Affairs
and post conflict Directorate, Ministry of Defence, Singapore
Major Will Kreemers, Laurie Manton, Head of Communications/Senior Press Officer,
Course Director of IO and PA Service Personnel and Veterans Agency, UK
courses, NATO School Germany
Alex Deane, Head of Public Affairs, Weber Shandwick
David Bailey MBE,
Guest Lecturer, Social Media, Daniel Westerstal, Digital Integration Manager, Saab
NATO School Germany
Sponsored by:
www.military-socialmedia.com
Register online or call +44 (0) 870 9090 711 or alternatively fax your registration to +44 (0) 870 9090 712
BOOK BY 13TH JULY SAVE £300 • BOOK BY 28TH SEPTEMBER SAVE £100

2. DAY ONE l 14TH NOVEMBER 2012 www.military-socialmedia.com
8.30 STRATEGIC COMMUNICATION AND CAPTURING ROI
REGISTRATION AND COFFEE
12.40
9.00 Army social media: Transparency and keeping the public informed
CHAIRMAN'S OPENING REMARKS • Telling the Army story using social media
Laurie Manton, Head of Communications and Press, Service • Social media policy and guidance
• Social media dangers & mitigating the pitfalls
Personnel and Veterans Agency • Social media strategic planning
• Capturing the return on investment
9.10 Ms Brittany Brown, Social Media Manager,
OPENING ADDRESS US Army
Shift in the culture of the British Military
• A move from being risk averse to risk aware 1.20
• Maintaining operational security online NETWORKING LUNCH
• Aligning different social media platforms
• Making social media work for the military 14.40
Pippa Norris, Head of Online Engagement, Directorate of Communicating strategically: Some thoughts about internal and
Media and Communications, Ministry of Defence, UK external audiences
• Morale and honesty
• News and views
9.40 • Segmentation
KEYNOTE ADDRESS – A view from the Government • Threat assessments
Building communities and connecting with audiences • Tactics
• Social media policy and process • Verification and proportionality
• External and internal goals Alex Deane, Head of Public Affairs,
• Building a network and increasing communication Weber Shandwick
• Sharing information as opposed to promoting it
• Challenges: The use of social media, from 'command & control' CASE STUDIES OF TERRORIST USE OF THE INTERNET
to ‘create and command attention'?
• Measuring success 15.20
Terrorist use of social media
Nick Jones, Deputy Director, Communications-Digital, Prime • How and why terrorists use social media
Minister's Office & Cabinet Office, UK • Case studies of terrorists use of the internet
• What the international community is doing to assess terrorists use
10.20 of the internet
Engaging with an Armed Forces community • Persistent challenges and options for addressing this evolving
• That was then this is now! activity
• External and internal goals John Rollins, Specialist in Terrorism and National Security,
• Establishing trust and an audience Congressional Research Service Foreign Affairs, Defense,
• Facing up to challenges and Trade Division, Library of Congress
• How are we doing so far?
Laurie Manton, Head of Media and Communications, 16.00
AFTERNOON TEA
Service Personnel and Veterans Agency, UK
THE USE OF SOCIAL MEDIA IN RECRUITMENT
11.00
MORNING COFFEE 16.20
Evaluating performance – Quality engagement vs reach and
MANAGING THE IMAGE AND HISTORY OF THE GERMAN ARMY numbers
• Conversation vs Information
11.20 • Brand reflection
"The Bundeswehr on YouTube - mission accomplished!" • Social media impact on other RAF online media
• Short introduction to online video - a mass phenomenon • The growing importance of video – RAF You Tube
• YouTube - reach and relevance • What is free? – Perception of free content required for RAF
recruitment
• youtube.com/bundeswehr - quick intro David Ogden, Head of Recruitment Marketing, RAF
• Defense Minister in the hot seat - citizen-powered interview with Adam Proctor, Head of Digital Media, RAF
Thomas de Maizière
• youtube.com/bundeswehr - an external view 17.00
Carsten Grueber, Industry Manager, Public Sector, YouTube Making Defence matter- public engagement through social media
• The Singapore Ministry of Defence’s social media strategy
12.00 • Getting a head start - creating social media content by
The German Armed Forces and Social Media in Public Affairs repurposing traditional media products
• The basic research position on applying social media as a tool in • A multi-dimensional approach - seeing social media as an
public affairs additional tool in your StratComms toolbox
• The policy, risks and opportunities in the use of social media • CyberpioneerTV on YouTube - Tapping on the power of Reality TV
• Experimenting with transmedia storytelling
• The decisive role Human Resource factor will be stressed Clara Tan, Head, Defence Media Centre,
• Lessons learned for campaigning from the ongoing campaign MINDEF Singapore
Wir.Dienen.Deutschland-(We.Serve.Germany) will be shared
Dr Jorg Jacobs, Researcher, Basic Research Unit, Academy 17.40
for Information and Communication, Bundeswehr CHAIRMAN'S CLOSING REMARKS AND CLOSE OF DAY ONE
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-socialmedia.com • Alternatively fa
Event supported by

3. DAY TWO l 15TH NOVEMBER 2012 www.military-socialmedia.com
8.30 14.00
RE-REGISTRATION AND COFFEE Would you communicate on an unsecured line?
• Social networks like Facebook, LinkedIn and Twitter are increasingly
being used by armed forces personnel for immediacy and collaboration
9.00 • These real-time communication channels are unsecured lines which
CHAIRMAN'S OPENING REMARKS can pose a threat to both personnel security as well as national security
Paul Smyth, Author, Blogging from the Battlefield • Malware and viruses are easily spread across these channels with
potentially harmful effects on a nation's cyber integrity
9.20 • Best practice and techniques to enable effective and secure
collaboration and communication on social media
Using social media to improve service and health David Oates, VP International, Actiance
• The Pentagon’s electronic health communication strategy
• The advantages of using Facebook and Twitter and apps 14.40
• Vital support groups critical to patient activation NATO's Social Media
• The USAF Medical Service social media dashboard • Taking the next steps
• Return on 'investment'
• Summary and conclusions • The community cohesion
• The way ahead • Social media 'cyber attacks'
Colonel Douglas Anderson, Director, Commanders Action Steven Mehringer, Head, Communications Services, Public
Group, Office of the Surgeon General, USAF Diplomacy Division, NATO
15.20
10.00 AFTERNOON TEA
Blogging from the Battlefield
• Social media on operations 15.40
• A new approach NASA: Managing out of this world social media efforts Transition from
• Setting the conditions for success organic to organized social media use (or start organized!)
• Assess the right fit for your organization's use of social media within
• Keeping up with industry its structure and culture
Paul Smyth, Author, Blogging from the Battlefield • Coordinate your organization's social media use across multiple
departments and locations
10.40 • Create a thriving social media function and engagement with
fans and followers even with limited resources
MORNING COFFEE • Plan events to bring social media followers into your world
• Adapt to the ever changing universe of social media
POLICY, LEGISLATION AND CO-ORDINATING MULTIPLE PLATFORMS John Yembrick, Social Media Manager,
Public Affairs Director, NASA
11.00
SOCIAL MEDIA: THE DEFENCE CONTRACTOR’S POINT OF VIEW
Social Media within the context of Southern Africa
and the implications for Defence 16.20
• The technology landscape in Southern Africa The social challenge
• How the population interacts with social media - some trends • Communicating with external and internal audiences in social
• The uptake of social media in the defence environment media puts new requirement not only on communications, but
the organisation and its stakeholders as a whole
• The challenges social media face in the defence environment • The development of a social media strategy in an global
Bernard Odendaal, CEO, The Fact Foundry organisation
• How to enable and works towards social and online in an
11.40 organisation
Using social media as a transformed catalyst • Understanding external and internal audiences online
• Social as a collaborative enabler in an organisation
• Creating a dialogue with employees and the taxpayer Daniel Westerstal, Digital Integration Manager,
• Connecting with the Swedish people and potential recruits Saab
• Operating and managing a website including blogs, as well as a
Facebook and YouTube channel 17.00
Newtec case study – Building a social media engagement strategy
• The legislative background to covert monitoring via the Radio • Ad, channel and content overload and changing buyer behaviour
Defence Agency • The answer: become relevant ‘again’, breaking through the jitter
• Data protection and security issues - Need for a content Strategy: listen, answer, become a trusted party
Erik Lagersten, Director of Communication, - Digital clouds and social media as a cocktail party
Swedish Armed Forces • Objectives of Newtec’s social media strategy
Jonas Verhaeghe, e-Communications Manager, Newtec
12.20 17.40
NETWORKING LUNCH CHAIRMAN’S CLOSING REMARKS AND CLOSE OF CONFERENCE
SPONSORSHIP AND EXHIBITION OPPORTUNITIES Sponsored by:
SMi offer sponsorship, exhibition, advertising and branding Actiance helps organizations manage,
packages, uniquely tailored to complement your company's secure and ensure compliance across
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independent discussion specific to your industry. Should you wish to Actiance's award-winning platforms
join the increasing number of companies benefiting from sponsoring are used by federal and government agencies globally. Find out
our conferences please call: Darren Moore, SMi Sponsorship on how our customers are using social media securely and
+44 (0) 20 7827 6148 or email: dmoore@smi-online.co.uk productively today at www.actiance.com
ax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711

4. HALF-DAY PRE-CONFERENCE WORKSHOP
Tuesday 13th November 2012
8.30am – 12.20pm
Copthorne Tara Hotel, London, UK
Social Media as an influence
tool in both conflict and post
conflict areas
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
8.30 Registration and Coffee
9.00 Why social media is V.I.T.A.L to military
influence activities
9.40 How effective is twitter/Facebook/Flickr etc
10.00 Coffee Break
10.20 Lessons Learned? Or Simply Lessons
Identified? (some case studies and thoughts
for future planning)
11.00 The tools to use
11.20 Social Media and the Battlefield (influencing
back home)
11.40 Social Media and the Battlefield (influencing
the opposition)
12.00 Social Media and the NATO view
12.20 Q&A
12.30 Close of Workshop
About your workshop leaders:
Major Will Kreemers, Course Director of IO and PA
courses, NATO School Germany
David Bailey MBE, Guest Lecturer, Social Media,
NATO School Germany
David has been specifically involved in
military Influence Activities since
September 1998, when he joined NATO'S
Stabilisation Force SFOR in Banja Luka,
Bosnia and Herzegovina. His 7 year
deployment there saw him devise,
launch and manage “from cradle to grave” a highly
successful influence activity radio station broadcasting
across the north west of that country. During his time in
Bosnia he was made a MBE for his operational services.
In 2005 David devised another influence radio station,
this time for the Canadian Forces. The station broadcast
from Kingston Ontario to the Canadian AOR across
Kandahar province. In 2008 David returned to the
Balkans for another 2 years running the dual language
NATO radio station in Pristina, Kosovo. 2010 saw him
move again, and this time to Kabul as Editor in Chief of
ISAF's national radio station, Radio Bayan. David now
focuses on both educating and evangelising the
benefits of social media in both conflict and post conflict
operations to military organisations.

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www.military-socialmedia.com
Register online or alternatively
fax your registration to
+44 (0) 870 9090 712
or call +44 (0) 870 9090 711

6. SOCIAL MEDIA WITHIN THE MILITARY AND THE DEFENCE SECTOR
Conference: Wednesday 14th and Thursday 15th November 2012, Copthorne Tara Hotel, London, UK Workshop: Tuesday 13th November 2012, Central London, UK
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www.military-socialmedia.com
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