Agenda at a Glance — Day One
Wednesday, December 8, 2021
8:15 a.m.–8:30 a.m. Pacific Time
8:30 a.m.–9:15 a.m. Pacific Time
Whether you’re a team of one or 10, representing your brand on social media can pose a challenge. Your constituents, leaders, and elected officials often want different things from your content and engagement. It's important your team be aligned on social strategy to help your brand build its best online presence.
Capitalize on the power of social media — through posts, visuals, and daily interactions — to use a consistent voice that reinforces your organization’s identity and values, while also building transparency and trust. Learn how to work with your colleagues to grow your brand while connecting with different audiences, including:
- What to consider when building your brand
- How to best equip your colleagues to maintain brand consistency across channels
- How to incorporate strong branding into your social media plan
- Why you should adjust your brand to get the most out of different platforms
- What you can accomplish with low — or no — budget
9:15 a.m. - 9:30 a.m. Pacific Time
One of the key goals for governments or institutions is to inform, communicate, and engage with the public in an effective and efficient way. Whether it's highlighting projects, bringing awareness to programs, or communicating pertinent information—video is able to convey and deliver information in a simple yet powerful way that resonates with the public. But in order to do it well, you need to do it right. Join video experts from PlayPlay in this session to learn about:
- Why your government or public institution needs to use video for communication now
- The most effective type of videos you need to create + how to create them easily
- How PlayPlay can help you do this efficiently
9:30 a.m.–9:45 a.m. Pacific Time
9:45 a.m.–10:30 a.m. Pacific Time
In the social media world, you’ve been told from the beginning that three things matter most: engagements, impressions, and clicks. But what if I told you those measurements only scratch the surface?
Located in one of the largest MSAs in the country and in the most saturated airport region (with 7 major airports just in the southern half of the state - BUR, LAX, LGB, ONT, PSP, SAN, SNA) at ONT we’ve leveraged audience nuances and insights to establish a strong online presence in Southern California and nationwide.
In this session, you will learn how to:
- Use qualitative audience insights to make a quantitative impact
- What KPIs to prioritize that aren’t the typical three
- Best team processes & resources for implementing social analytics
10:30 a.m.–11:15 a.m. Pacific Time
In a social media landscape that’s constantly evolving, what’s considered effective social media content changes quickly. How can your agency keep its content fresh, stay nimble, and juggle limited resources all while accomplishing its mission goals? It might not be as hard as you think!
Learn how CPSC created a culture of innovation that led to a nationally-recognized and acclaimed social media strategy. Gain insights into how to get your leadership on board with trying new content strategies to better support your agency’s mission. Discover how even serious subject matter is sometimes communicated more effectively when it’s shared in a fun way.
Attendees will learn:
- How to make content that “stops the scroll”.
- What you need in a government work environment to help foster content innovation.
- How to use experimentation to encourage your leadership to take risks.
- Ways to measure effectiveness beyond impressions and engagement.
11:15am – 11:45am Pacific Time
11:45 a.m.–12:45 p.m. Pacific Time
12:45 p.m.–1:30 p.m. Pacific Time
Social media is a contact sport! The best users get in there and learn by doing. Government agencies have a solid showing on Twitter, but are they really making the most of it? If your Twitter strategy is just resharing your press releases, come to this session for new ideas.
We'll discuss tips and tricks for taking engagement on Twitter to the next level. We'll talk about ways to listen and find your audience, engage with others, invoke creative style and humor, be accessible, and establish a community.
What you'll learn:
- Tips for listening on Twitter
- Organizing with lists
- Tapping into accessibility features
- Making posts fun and creative
- Finding communities and your audience
- Staying atop of trends and much more!
1:30 p.m. Pacific Time
Agenda at a Glance — Day Two
Thursday, December 9, 2021
8:00am - 8:15am Pacific Time
8:15am - 9:00am Pacific Time
As thousands of newly elected officials take office this January, many of them will be bringing bad social media habits along with them. As a government communicator, you might think it’s not your problem. But the public may not distinguish between a cringeworthy tweet by your newest City Council member and one coming from your agency account.
In this session you’ll learn strategies to help guide your newly elected and career politicians alike to minimize the risk to your agency, help build a sustainable presence for your officeholders, and maintain a positive public perception for both your agency and your elected officials.
Alix will cover:
- Best practices to develop and manage your public officials’ social media presence and how to help them make the transition from private citizen to public official
- Tactics that promote transparency and protect your agency
- Major risk areas & potential legal issues for public officials on social media, including First Amendment & Open Meeting law pitfalls to avoid
- Insight into frequently asked questions around public official social media.
9:00am – 9:45am Pacific Time
This panel will discuss how government agencies can best leverage Instagram to connect with their audiences.
- How panelists are using Instagram differently than other social media platforms
- Best practices + processes for creating Instagram content
- Common challenges and how to overcome them to find success on the platform
- Insights into the various types of posts (photos, videos, carousels, Stories, live, Reels, etc)
- Hacks and strategies for great Stories
- Using Instagram analytics to improve engagement and performance
9:45am –10:00am Pacific Time
10:00am – 10:45am Pacific Time
Most government comms shops are moving at a million miles a minute. Whether you're a team of one or have a whole crew, it's important to work smarter, not harder.
Save time and get your message in front of the right people at the right time with some simple strategy decisions.
Learn how to make your content work for you. Walk away with:
- What to consider when choosing where to publish your agency's messages
- Tips to quickly tweak your content for specific platforms so you don't have to reinvent the wheel with every message
- Creative ways to optimize your content to each platform's specific audience
- Tools to expand your reach organically
10:45am – 11:30am Pacific Time
Can government agencies reach new audiences using creative videos and comedy on TikTok? Learn how you could use TikTok and to elevate the work of government, police departments, animal shelters, recycling centers, history museums, parks and more. We will walk you through how to strategize and develop content to entertain and engage one of government's hardest to reach audiences — youth and young adults. This session will help attendees:
- Determine if TikTok is right for their agency
- Learn the basics of the app
- Understand how trends can impact content ideas
- Educate and entertain, simultaneously
11:30am – 12:00pm Pacific Time
12:00pm – 12:45pm Pacific Time
While it’s well established that LinkedIn one of the best ways to find great talent for your agency, did you also know that it’s an incredibly effective marketing tool to reach and engage professional audiences and citizens?
In this session, you’ll learn how and why government agencies use LinkedIn advertising to engage with these audiences. You’ll learn effective targeting strategies for reaching constituents and professional audiences – from healthcare providers to small business owners and everything in between; best practices for campaign setup; and get to see which of your peers are already doing it well.
12:45pm – 1:30pm Pacific Time
This panel will discuss topics including:
- Tips for marketers launching a presence on channels from scratch
- How listening to customer needs and engaging current followers informs account growth and engagement
- Monitoring and incorporating platform trends to support account growth
- Defining success in relation to follower growth and engagement and how that can be measured
- How to incorporate new and emerging features into your strategy
- Measuring audience growth and engagement over time, and how to use these metrics to inform content strategy
1:30pm Pacific Time
Agenda at a Glance — On-Demand
You have unlimited access to these talks — watch when and where you want!
This session will cover tools, tips, and techniques to support the solo PIO and/or a small communications team.
- Building a checklist or standard operating procedure to help accomplish all assigned duties and responsibilities of the PIO
- Creative ways to finding back-ups and support to allow for time off and attention to mental health
- Tools to aid with the management of social media and traditional media coverage
- Tips for evergreen content on social media and ways to implement automation tools
During 2020 the South Metro Fire Rescue YouTube channel that I manage gained an organic following of over 100,000 subscribers. We became the second public safety agency in history to reach that benchmark. I regularly receive questions from first responder agencies across the world about SMFR's success and how they can start their own channel. I would like the opportunity to present a case study about this YouTube success, time commitment, positive, negative, and unexpected results.
- Attendees will be presented with compelling statistics and real-life examples to justify their own official agency YouTube channel to policymakers.
- Attendees will learn from my successes and mistakes when it comes to the technical aspects of video including capturing, editing, and producing. I will also include quick tips to improve their on-camera and storytelling presence.
- Finally, attendees will gain an understanding of what comes next once the channel is launched. I was overwhelmed with the demand for more content, the fan mail, the visits from subscribers on vacation, and requests for agency merchandise. These things took me by surprise and I can help social media managers prepare for the results of their success.
What's better than putting out rumors? Putting them out before they even start!
You’re not on the road or out in the field every day; you’re not on the other end of a call into dispatch or at the front desk of your agency. Sure, you get the comments, calls, and emails that come in from the public, passed on by others. Maybe you hear about citizen complaints and commendations from Internal Affairs.
But, how do you gauge public sentiment? How do you put out the rumor fires before they start? Oftentimes, people take to social media to vent and share—when they’re happy, upset, and concerned. If you’re not actively listening to what’s going on, you’re missing out big time.
Social listening gives agencies an opportunity to view, analyze and respond to conversations involving their communities and services that may have otherwise been missed.
Meet your audience where they’re at.
In this session:
- We’ll discuss ways for you to better connect with your public online
- We’ll discover social listening tools to help you hear what's being said about your agency in real-time
- We’ll evaluate what happens when you don’t engage in active social listening
Who this session is for: Public Information Officers or Social Media Managers who maintain social communications for their agencies.