Effectively engage your communities by hearing best practices from today's social media leaders

1. Facebook, Twitter,
presents a training conference
Second Life, and
Internal Networks
– See how the Gov’t
is transitioning to
Web 2.0!
Social Media
Defense &
for
Featuring:
Government TM
Gen Craig R. McKinley, USAF
Chief, National Guard Bureau
Tactical Positioning and Deployment Dmitry Kachaev
in the Social Space Director, Research and
Development at Office of the
January 20 – 22, 2010 Washington DC CTO, Government of the
Metro Area District of Columbia
Dennis Wisnosky
Business Mission Area Chief
Technical Officer and Chief
Architect, Office of the
DCMO, U.S. DoD
Dr. Michael Wertheimer
Create online communities to benefit your enterprise:
Technical Director, National
• Effectively engage your communities by hearing best practices from today’s social Security Agency
media leaders
• Understand the evolution of social media in the context of the military, with the Steven Ressler
improvement of internal and external communications
Founder, GovLoop.com
• Investigate new tools and platforms that forge the path for DoD and Government
web presence
• Plus much more!
Including briefs on social media
initiatives from the US Army,
US Air Force, National Guard,
and more!
Media Partners:
Register Today! Call Andrew Drummond at 416-597-4728 or email andrew.drummond@idga.org

2. Who You Will Meet:
Social Media IDGA’s Social Media for
Defense and Government 2010
is a forum on the embracement,
implementation and utilization of
Defense &
for new media platforms that meet the
government’s goals of transparency
and allow for more efficient
internal and external
communication. Representatives
Government
TM
come from DoD, government
agencies and technology service
providers. Attendees will comprise a
variety of functions, including:
Tactical Positioning and Deployment • Public Affairs / Public Relations
• Public Information
in the Social Space • Web Communications
• Internal / External
Communications
• Employee Relations
• Marketing Communications
• Human Resources and
Recruiting
Dear Colleague, • Organizational Transformation
& Development
It is an honor to welcome you to • Executive Communication
IDGA’s Social Media for Defense and
2010. Take part in a unique forum Government • Change Management
on the embracement, implement
utilization of new media platfor ation and • New and Emergent Media
ms that meet the Government’s
transparency and allow for more goals of
efficient internal and external com
munication.
As the public consistently develop
s their knowledge and use of various About IDGA
for their personal, career and busines online tools The Institute for
s development goals, DoD & Gov’t
it their mission to reach the public have made Defense &
via these new and emergent form
s of media. Government
The IDGA’s Social Media for Def Advancement
ense & Government will provid (IDGA) is a non-partisan information
insight into existing technologi e critical based organization dedicated to the
es including Twitter and Facebo
advanced elements such as the ok as well as promotion of innovative ideas in
government’s general information
blogs, and closed social media page, public service and defense. We bring
suite. together speaker panels comprised
of military and government
The DoD & Gov’t now realize that
the uses of social media go far professionals while attracting
communicating with the public, beyond delegates with decision-making
to being a valuable resource that
intercommunication throughout allows for power from military, government
the DoD by connecting soldiers
commanders. with senior and defense industries.
There is no better time than now
to support the government in crea
fulfilling goals to obtain a significa ting policies and
nt Web 2.0 presence. Don’t delay
by calling 416-597-4728 or by faxi – register today
416-598-7934.
ng the order from the back of the
brochure to Here’s what people are
saying about IDGA
I look forward to meeting you in Jan conferences:
uary!
Very Respectfully, P.S. DON’T MISS a need-to- “Content was very insightful”
– Army Test and Evaluation
know focus day on best practices Command
for social media use and successes,
“Excellent, thought
including stores from industry provoking”
leaders. See Page 3 for details! – NAVAIR
“Absolutely outstanding”
Elliott Jones – SAF/AQ
Program Director, Social Media
for Defense and Government 201 “Fantastic job organizing and
Institute for Defense and Govern 0
ment Advancement
orchestrating another
valuable conference”
– USAF
2 Register Today! Call Andrew Drummond at 416-597-4728 or email andrew.drummond@idga.org

3. Social Media Best Practices and
Successes Focus Day
Social Media Best Practices and
Successes Focus Day Wednesday, 2010
January 20,
Give time to the issues that matter most. Sign up for the pre-conference Focus Day and During this Focus Day, you can expect:
dedicate more time to interaction and networking in a classroom environment. • Smaller, classroom-style sessions
• In-depth discussions with the class leaders and fellow attendees
This in-depth and interactive series of workshops will examine current initiatives within the • Coverage of everything from case studies from industry leaders to
social media space and best practices employed by industry leaders to maximize online
overcoming security concerns with social media
presence.
7:30 am – 8:00 am Registration and Coffee
8:00 am – 10:00 am Executing an all-encompassing social media campaign
Online Communications Best Practices of Corporate, Non-Profit and Government Entities who use
Social Media Effectively
This session will cover how to strategize around and implement online channels What will be covered:
and social media tools for issue campaigns and general corporate positioning. •
Leveraged interactivity to entertain as well as inform
This includes examples on how corporations are successfully using social media •
Becoming visible in places audience members frequent
to extend the reach of their message. In today’s economic environment, •
Development, design, implementation, and management of online campaigns
companies need thoughtful, targeted, and cost-effective online communication How you will benefit:
programs that are fully integrated with programs executed in other media. •
Learn web site design, development and optimization
•
Investigate user testing, heuristic reviews, and needs analysis procedures
Campaigns are executed through Web properties the organization owns, •
Understand information architecture, search engine optimization, and
advertising placements, online public relations outreach, key referral agents such accessibility
as search engines or a combination of these. They must adhere to a few basic
principles, such as: a user-centered approach based on careful study of audience Session Leader: John Cangany, Social Media Manager, APCO Worldwide
behavior, a distinctive online personality and the delivery of needed information.
10:15 am – 12:15 pm Starting from scratch and efficiently developing a social media division
Empowering Your Advocates to Use Social Media through Education
Social Media is more than an aggregation of tools; it allows for a variety of What you will learn about:
functional benefits, including the engagement of communities, networking, •
Establishing social media strategies, guidelines and policies for your agency and
and locating resources. In reaching these goals, the tools of social media give communicating them with your staff
our communication a broader reach, and do so in real-time, and to an •
Change management and education strategies
expansive and universal audience. So how can we empower our staffs to •
Available genres of tools and how they can be leveraged for effective communication
make the most of Social Media? In this session, we will discuss the How you will benefit:
importance of agency-wide education in social media in advancing •
Learn key strategies for empowering agency-wide participation
organizational goals. We will also cover the theory and foundations of Gov •
Learn best practices to effectively use these applications
2.0 communication, and learn key change management and education •
Understanding how to empower your employees/staff to serve as your agency’s
strategies, to enable employees to act as advocates connecting with one advocates
another, and the outside world.
Session Leader: Janis Hall, Mahdi Gharavi, MetroStar Systems
12:15 pm – 1:15 pm Lunch will be served
1:15 pm – 3:15 pm Overcoming security concerns and assessing the value of social media
Social Media: Minor Threat, Major Opportunity
The way in which we communicate is always evolving and who would have What will be covered:
thought we would be “Tweeting,” posting to Facebook, connecting on •
Exploring the endless opportunities of social media
LinkedIn, and more? The opportunities are endless when it comes to social •
Examining benefits in communications, engagement, and recruiting
media, but this transparent world can also be a bit challenging for •
Developing policies to ensure security
government and military organizations. During this workshop we will first How you will benefit:
look at the opportunities in social media communication for engagement, •
Discover safeguards to protect your network while using social media
recruitment, and marketing. •
Familiarize yourself with responding to negative conversation in the social
Next, we will examine ways in which to manage the social media flow media space
when taking into consideration security risks, including policies to put in •
Investigate the true opportunity that social media offers when it is used
place in order to shore up your social media program. Finally, the workshop safely and correctly
will detail the proper ways in which to interact with people outside of your Session Leader: Kyle Flaherty, Director of Communications, BreakingPoint
organization on social media and how to handle online malice. Systems
3:30 pm – 5:30 pm Maximum Communication, Minimum Delay
Linking Practice, Security and Policy in a Networked Web 2.0 World
The U.S. Department of Defense (DoD) has been a leader in the What will be covered:
development of community in the "New Media" global information •
How to implement a social media division
environment. "New Media" is no longer "new," neither are the basic •
Learning procedures in training and guidelines to manage social media presence
principles that guide conduct that communicates and protects your •
Deciding what your online presence should be
reputation as well as the network. In this session, you will learn DoD best How you will benefit:
practices in the Web 2.0 world. It's about working differently. This session •
Discover how to implement a social media division effectively without
will help you prepare your organization to join this new information and breaking the bank
communication revolution, by using established principles and policies to •
Develop a plan to convince leadership of the importance of social media
open the door to new social media tactics and procedures and developing while alleviating concerns
an understanding of the differences between how we have been working
and how we could be working to maximize productivity and results Session Leader: Joshua Salmons, Emergent Media Coordinator, Defense
Information School
Register Today! Call Andrew Drummond at 416-597-4728 or email andrew.drummond@idga.org
3

4. Conference Day One Conference Day Two
Thursday, January 21, 2010 Friday, January 22, 2010
7:15 Registration and Coffee 7:30 Registration and Coffee
8:00 Welcome and Chairperson’s Opening Remarks 8:00 Chairperson’s Opening Remarks
The Emerging Impact of Social Media on the Organization, Culture,
Keynote
8:15 8:15 Changes at the Defense Information School
and Function of the National Guard •
Revolutionizing workplace culture to use social media tools more
Gen Craig McKinley, USAF, Chief of National Guard Bureau effectively
• How social media tools can be used internally to save time and money
8:55 Field Report on the State of Social Government: Apps for Democracy, Joshua Salmons, Emergent Media Coordinator, Defense Information
Social Media and Government Transparency in the District of School
Columbia
Dmitry Kachaev, Director of Research and Development, District of Columbia Office 8:55 Leveraging Social Media Principles around Collaboration,
of the Chief Technology Officer
Transparency, and Participation
• Bringing the DoD and Industry together to achieve compatible investments
9:35 Networking Break
that meet the goals of the Department
• How DoD is leveraging social media principles to reduce waste,
10:20 Social software in the IC: Year One Report
• One year has passed since the Office of the Director of National Intelligence launched breakdown "silos of excellence," and facilitate inter-agency
its collaboration venture called "A-Space" communication
• Nearly 100% of eligible analysts from throughout the Intelligence Community have Dennis Wisnosky, Business Mission Area Chief Technical Officer and Chief
joined Architect, Office of the DCMO, U.S. DoD
• Interesting trends are rewriting conventional wisdom about the power of
collaboration 9:35 Networking Break
Dr. Michael Wertheimer, Technical Director, National Security Agency
10:20 Building Community: How GovLoop Went from 0 to 15,000 Members
11:00 Soldiers: Past, Present and Future – How Social Media Assist with in Less than a Year
Soldier Moral and Recruitment • Connecting nearly 18,000 federal, state, and local government employees
Keynote
• Social media as a tool for soldiers to feel connected CONUS • The tricks of building a community, including fostering conversation,
• The risk of allowing soldier and civilians to connect and communicate through social building trust, and viral marketing
media • Incorporating a range of Web 2.0 technologies including blogs, YouTube
• Using social media platforms to tell the Army story where the youth are at and are
videos, social profiles, Twitter, and discussion threads
listening Steven Ressler, Founder, GovLoop.com
LTC Kevin Arata, USA, Director, Online and Social Media Division Office of the Chief
of Public Affairs, Department of the Army 11:00 Offensive Social Media: Proactively Filling the External
Information Space
11:40 Strong New Media Policies and Guidance of the USAF to Actively • Offensive social media differs from passive monitoring-and-reacting by
Engage Web 2.0 Applications adopting a proactive attitude to providing information about a topic
• Training and educating Airmen on the proper use and techniques for engaging in critical to agency missions
new media • In the competition over information space, providing valuable content,
• Developing social media guidelines for your department
• Communicating effectively with their command and the public
marketing brands and information, and having a multi-platform, pervasive
• Current USAF social media products
presence are all important
• The key success metric is: When people are looking for online information
Capt Chris Sukach, USAF, Chief of Emerging Technology, Air Force Public Affairs
Agency about your work topic, do they find information provided by you or your
organization?
12:20 Lunch Dr. Mark Drapeau, Adjunct Faculty, School of Media and Public Affairs,
George Washington University
1:30 The National Guard and their Use of Social Media for Domestic and
Crisis Response 11:40 Lunch
• Used domestically as well as abroad, Social Media is a great way for our families and
Citizen Soldiers and Airmen to stay connected. 1:00 Using Social Media to Give our Warfighters a Voice
• Examining the use of social media during the North Dakota Floods and other • Encouraging soldiers to blog about military life in theater
domestic response situations • Combating the psychological stress of war
• Using Twitter and other social media in crisis response plans to quickly spread the • Training troops of proper use and trusting them to make the right decision
word Lindy Kyzer, Public Affairs Specialist, Online and Social Media Division,
• Complementing traditional methods of reaching the public in response to a crisis
Office of the Chief of Public Affairs, Department of the Army
Rick Breitenfeldt, Chief, Social Media Branch, National Guard Bureau Public Affairs
1:40 JIEDDO 2.0: Social Media Spurs Counter-IED Dialogue
2:10 Looking Further than Twitter and Facebook for Social Media Success • Embracing social media tools to disseminate counter-IED information
on the Web • Reaching out to warfighters, stakeholders, and the general public
• Solid strategies on measuring success and all the tools you need to succeed in the • Recognizing and overcoming operational security concerns
fastest growing marketing medium on the web • Future new media efforts of JIEDDO
• Do I really need to dedicate time on social media? Can't I just play around for a few Lisa Browne, Strategic Communications Special Advisor, Joint IED Defeat
minutes here and there? Organization
• Getting started in the social media space: creating the content that works for you
Tony Adam, Search Engine Optimization Manager, Yahoo!
2:20 Networking Break
2:50 Networking Break
2:50 Transparency vs. Privacy: The Razor’s Edge of Open
3:35 Increasing the Impact of Virtual Worlds for Returning Veterans: Government
Second Life and the Coming Home Project
• Privacy protection and expanded access to government information
• One in eight Americans now uses some kind of 3D online Virtual World
• How much identity authentication is appropriate?
• Is there a downside to OpenID?
• A self-formed veterans’ group in the Virtual World Second Life has over 900
members Don Thibeau, Executive Director, Open ID Foundation
• Can we harness this phenomenon to provide healing and social support for returning
veterans? 3:30 Fair Use and Copyright: When Can I Quote Copyrighted
Dr. Jacquelyn Ford Morie, Senior Scientist/Project Director, USC Institute for Creative Material without Paying?
Technologies • Copyright is a balanced set of rights, not an unrestricted monopoly
• Fair Use permits unlicensed use of copyrighted material in some
4:15 The Democracy Video Challenge - Engaging Youth through New circumstances
Technology • It's a case-by-case decision, but you don't need a lawyer to make the call
• Engaging a key demographic (youth) using Web-2.0 tools Patricia Aufderheide, Professor and Director of Center for Social Media,
• Calling for user-generated material on a foreign policy priority and providing a School of Communication, American University
platform for their views to be heard and discussed
• Engaging with and listening to people around the world
4:10 End of Main Conference
David Shelby, Office Director, Bureau of International Information Programs, US
Department of State
4:55 End of Day One
Register Today! Call Andrew Drummond at 416-597-4728 or email andrew.drummond@idga.org 4

5. Sponsorship Opportunities
Sponsor or exhibit at IDGA’s Social Media for Defense and Government Register by: Phone, Fax or E-mail
2010!
Sponsor or exhibit at IDGA’s Social Media for Defense and Government 2010!
IDGA sponsorships and exhibits are an excellent opportunity for your company Phone: 416-597-4728
to showcase its products and services to a highly targeted, senior-level military
audience. IDGA helps companies achieve sales, marketing and branding Email: andrew.drummond@idga.org
objectives by setting aside a limited number of event sponsorships and exhibit
spaces – all of which are custom-tailored to help your company maximize its
exposure at the event and reach key decision-makers in your field. Fax: 416-598-7934, 24 hours a day
FOR MORE INFORMATION
To learn more about these and other marketing opportunities, please contact
Andrew Drummond at 416.597.4728.
PRICING Military & Government* Industry
Upcoming Events: Register & Register & Standard Standard
Pay by Pay by Price Price
11/20/09 12/18/09
Main Conference $799 $899 $999 $999
Only
Social Media Best
Practices and $500 $500 $500 $500
November
Successes Focus Day
16 – 18, 2009
*This category does NOT include government contractors; contractors are
considered civilian/industry for the purpose of determining registration
Intelligence fees. Military personnel are requested to be in uniform.
Analysis & Team Discounts*
Number of Attendees Savings of:
Processing TM
3 to 4 10%
5 or more 15%
November
* Discounts apply to registrations submitted together, at the same time. Cannot be combined with
16 – 18, 2009 any other discount.
MAKE CHECKS PAYABLE IN U.S. DOLLARS TO: IDGA
A $99 processing charge will be assessed to all registrations not
accompanied by credit card payment at the time of registration.
* CT residents or people employed in the state of CT must add 6%
sales tax.
Details for making payment via EFT or wire transfer:
JPMorgan Chase
January Penton Learning Systems LLC dba IQPC: 957-097239
25 – 28, 2010 ABA/Routing #: 021000021
Reference: Please include the name of the attendee(s) and
the event number: 17307.002
Multi-Int Payment Policy: Payment is due in full at the time of registration and
includes lunches and refreshments. Your registration will not be
confirmed until payment is received and may be subject to cancellation.
Summit
TM
February
8 – 10, 2010
Note: Please contact the hotel for directions or transportation
suggestions.
Media Partners Special Dietary Needs: If you have a dietary restriction, please contact
Andrew Drummond at 416-597-4728 to discuss your specific needs.
©2009 IDGA. All Rights Reserved. The format, design, content and
arrangement of this brochure constitute a trademark of IDGA.
Unauthorized reproduction will be actionable under the Lanham Act
and common law principles.
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6. REGISTRATION CARD IDGA
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❑ Yes, please
register me for
Social Media New York, NY 10017
Defense &
for
Government
TM
❑ Social Media Best Practices and Successes Focus Day
(Wednesday, January 20, 2010)
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Featuring:
presents a training conference
Gen Craig R. McKinley, USAF,
Chief, National Guard Bureau
Social Media Dmitry Kachaev
Director, Research and
Defense &
for
Development at Office of the
CTO, Government of the
District of Columbia
Government
TM
Dennis Wisnosky
Business Mission Area Chief
Tactical Positioning and Deployment in the Social Space Technical Officer and Chief
Architect, Office of the DCMO,
January 20 – 22, 2010 Washington DC U.S. DoD
Metro Area
Dr. Michael Wertheimer
Technical Director, National
Security Agency
Steven Ressler
Founder, GovLoop.com
Register Today! Call Andrew Drummond at 416-597-4728 or email andrew.drummond@idga.org