Wednesday, December 8, 2021
8:15 a.m.–8:30 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:30 a.m.–9:15 a.m. Pacific Time
A Team Approach: Building Your Brand on Social
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:
9:15 a.m. - 9:30 a.m. Pacific Time
How to Use Video for Your Government or Public Institution
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:
9:30 a.m.–9:45 a.m. Pacific Time
Break
9:45 a.m.–10:30 a.m. Pacific Time
Social Media Analytics & Measurement — Leveraging Insight to Improve Your Online Presence
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:
10:30 a.m.–11:15 a.m. Pacific Time
Content Strategy for Government Agencies — Aligning Your Content with Your Agency's Mission
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:
11:15am – 11:45am Pacific Time
Break
11:45 a.m.–12:45 p.m. Pacific Time
Keeping up with Social Media Accessibility
12:45 p.m.–1:30 p.m. Pacific Time
Copy and Creative Tips for Higher Engagement on Twitter
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:
1:30 p.m. Pacific Time
Day One Concludes
Thursday, December 9, 2021
8:00am - 8:15am Pacific Time
Welcome Remarks by Summit Emcee
8:15am - 9:00am Pacific Time
Saving Public Officials from Themselves on Social Media
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:
9:00am – 9:45am Pacific Time
Best Practices for Building Your Instagram Channel
This panel will discuss how government agencies can best leverage Instagram to connect with their audiences.
Topics include:
9:45am –10:00am Pacific Time
Break
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:
10:45am – 11:30am Pacific Time
TikTok on the Clock: Where Does Government Fit In?
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:
11:30am – 12:00pm Pacific Time
Break
12:00pm – 12:45pm Pacific Time
LinkedIn for Government: Think Beyond the Job
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
How to Grow and Maintain an Engaged Social Media Following
This panel will discuss topics including:
1:30pm Pacific Time
Live Summit Concludes
This session will cover tools, tips, and techniques to support the solo PIO and/or a small communications team.
Takeaways include:
YouTube, The Social Media Megaphone
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.
Key takeaways:
How Social Media Listening Can Help Government Agencies Preemptively De-Escalate Issues
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.
