Agenda at a Glance — Day One
Wednesday, December 7, 2022
8:15 a.m.–9:00 a.m. Pacific Time
Panelists will share their experiences building unique brand voices, what they’ve learned along the way, and what attending agencies should consider as they build their own brand online.
- How brand voice and messaging varies depending on the platform
- The right time and place to lean on playful messaging and when not to
- The role of data in understanding your audience and how that shapes your brand voice
- How your brand voice can and should evolve over time, based on changing audience needs and brand expectations
- The role of a brand in building community, relationships, and trust
- Steps to avoid tone-deaf messaging
Press and Public Affairs Officer
Embassy of Italy in the United States
Social Media Specialist
U.S. Consumer Product Safety Commission (CPSC)
Social Media Manager
City of Philadelphia – Department of Public Health
Social Media Specialist
City of Kansas City, MO
9:00 a.m.–9:15 a.m. Pacific Time
Thought Leader Spotlight
On top of all the different types of content you have to create, everyone is now expecting more videos from you. Our expert will share 6 quick and easy tips to make your in-house produced video more polished, dynamic, and give that ‘wow’ effect, every time. He’ll teach you:
- Why you should consider video
- How to make your videos more dynamic and engaging
- Editing best practices
9:15 a.m.–9:30 a.m. Pacific Time
9:30 a.m.–10:15 a.m. Pacific Time
The common refrain of “don’t feed the trolls” among social media managers is rooted in good intentions but leads to missed opportunities and builds barriers between you and your audiences. Social media is social for a reason, and embracing the comment section – with strategy, honesty, and humor – will help you grow engagement, your audience, and most importantly, your relationship with the people you serve.
- Discerning true trolls from concerned residents
- Creating opportunities from negativity while assessing risk
- First Amendment considerations
- Handling vitriol and negativity with empathy and resilience
- Developing brand advocates
10:15 a.m.–11:00 a.m. Pacific Time
This session is a walk-through of Canva's tools and features. Anndrea will incorporate a live Canva demo so participants can follow along, and she will show Canva secrets, hacks, and features that can be extremely useful for Canva designers.
Anndrea will showcase newer Canva features like document upload, creating QR codes, and workflow hacks. We encourage attendees to bring their Canva login and work through these how-tos during the session!
11:00 a.m.–11:30 a.m. Pacific Time
11:30 a.m.–12:15 p.m. Pacific Time
Twitter is designed to serve the public conversation. Whether you're brand new to the platform or you've been tweeting for years, this session will help you make the most of your Twitter presence by focusing on people, products, and policies. You'll learn easy ways to optimize your tweets for engagement, top conversation tactics used by government accounts and politicians worldwide, and how to have healthy, safe conversations on Twitter using conversation controls.
Attendees will learn:
- Organic ways to optimize your tweets for engagement
- Knowledge of Twitter products that can enhance your Tweets
- Familiarity with tools to help you have healthy conversations
12:15 p.m.–1:00 p.m. Pacific Time
Creating engaging content is the key to success on social media platforms. It can be challenging to ensure that your information reaches your community, but with the right tools and marketing strategies, you can build an online presence that remains at the top of users’ newsfeeds. Join us to learn more about building agency awareness, growing community engagement, and exposing your content to more users.
- Platform trends: what they are and how to join in!
- Case studies and best practices from your peers.
- Deep dives into stories and reels.
- Building a diverse marketing strategy.
1:00 p.m.–1:15 p.m. Pacific Time
2:00 p.m. Pacific Time
Agenda at a Glance — Day Two
Thursday, December 8, 2022
8:15 a.m.–9:00 a.m. Pacific Time
Public trust. It's always a hot and important topic when talking about engaging with the public online. We know it's essential, but we don't always do or approach social media in ways that build it.
In this session, you'll learn how the BC Ministry of Transportation and Infrastructure has created, embraced, and benefited from a customer-centric approach for over a decade. With creative content marketing and an operational digital engagement strategy, they've driven exceptional growth and trust with the public – key ingredients when establishing themselves as resources for emergencies, correct information, and issues management.
This session will highlight the agency's innovative approach to engagement, ways to think of building public trust differently, and actionable insights into how you can improve your digital connections with your audiences.
- The state of public trust and expectations for government agencies
- Best practices for establishing trust with examples
- A framework for public-first engagement
9:00 a.m.–9:30 a.m. Pacific Time
Have you ever wondered how to harness the power of LinkedIn? Or asked yourself whether LinkedIn should be part of your social strategy? Are you curious how to customize your social outreach for a professional audience?
Lauren Henn Devaney, account partner for the US Federal Government, will address these questions and provide engaging tactics to bring your brand to life on LinkedIn. Attendees will:
- Learn what creative excellence looks like on LinkedIn
- Understand how to find engaging content that resonates in your existing creative suite
- Discover how to maximize your impact and make LinkedIn work for you
9:30 a.m.–9:45 a.m. Pacific Time
9:45 a.m.–10:30 a.m. Pacific Time
Social media metrics provide detailed information about your target audience, their social media habits, how they engage with your content, and their overall sentiment regarding your work. Analyzing metrics and data helps identify what specific audience your content is reaching. Additionally, media analysis enables you to assess how your audience thinks, what they share, and how they respond. Leveraging metrics helps create the most appealing and relevant content for your audiences. Thorough measurement and evaluation of the social media content further allow you to leverage key insights to help increase awareness surrounding key public health topics and issues.
Brunet-GarcÍa (B|G) has extensive experience working with government social media channels, raising awareness by launching influencer campaigns that feature powerful and diverse stories. Case studies will highlight successful and practical examples, showcasing our support of the U.S. Department of Health and Human Services Ready, Set, PrEP campaign and the Center for Disease Control and Prevention’s Covid-19 Vaccine influencer campaign.
In this session, attendees will learn how to analyze social media metrics and data, gather valuable insights based on findings, and use those insights to improve social media content performance.
- Understand the importance of monitoring, tracking, and utilizing social media metrics and analytics
- Be able to describe strategies and tactics to best leverage insights based on metrics and data
- Demonstrate effective ways to improve social media success using insight reports
10:30 a.m.–11:15 a.m. Pacific Time
The USFWS team will share their strategies for creating social media content in this session.
- The importance of evergreen web content and using social to inform web strategy
- Leveraging various platform features, knowing when to use each for different announcements, and customizing for different audiences
- Creating "news" specific channels/audiences (for example, the USFWS News Twitter)
- The importance of compelling visuals for the public and reporters to use in communicating about a topic
- Accessibility best practices like captions, tagging locations, and audio descriptions
- Using humor when appropriate
- Maintaining accuracy and credibility above all - especially as a science agency
- Customer service, customer care, and the importance of two-way dialogue
- Leveraging trends and pop-culture references as appropriate
11:15 a.m.–11:45 a.m. Pacific Time
11:45 a.m.–12:30 p.m. Pacific Time
Get a handle on the latest social media monitoring tools and tactics to help you gauge warning signs for a crisis on the rise, ensuring you’re better prepared when the tweet-storm clouds gather.
We’ll discuss the following:
- Using social intelligence to inform your response.
- Using social intelligence to prevent a crisis.
- How to make the software work for you (not the other way around).
- The relationships you need to have within the organization to make the most of your findings.
- What social customer response can do.
- Don’t forget HR!
- The right tool and the right platform for the job.
- Don’t forget SEO.
- If you don’t have it, build it.
12:30 p.m.–1:15 p.m. Pacific Time
Time is a precious resource for social media managers, and many are working as the only employee at their agency dedicated to social media. This panel will discuss tips to help you optimize your time, ways to prioritize projects, leverage co-workers' help, and some of the best tools to get the job done.
Topics include how to:
- Prioritize with limited resources and set expectations for your leaders
- Grow your social media presence when you can’t add capacity to your team
- Take advantage of shortcuts, tips, and best practices that can help you save time
- Leverage support and content ideas from other departments
- Balance social media responsibilities when it’s not your full-time job
UN Global Compact
Digital Engagement Manager
City of Phoenix
Communications & Digital Media Coordinator
City of Boca Raton, FL
Social Media Strategist, Office of Strategic Communications & Public Affairs
Transportation Security Administration
Digital Marketing and Social Media Coordinator
Colorado Parks and Wildlife
Agenda at a Glance — On-Demand
You have unlimited access to these talks — watch when and where you want!
Are you starting a new social media platform from scratch? It’s important to have a plan. Learn how the Office of Nuclear Energy launched and successfully grew its Facebook, Twitter, and LinkedIn platforms into some of the highest-performing channels at the U.S. Department of Energy in just four years.
Mike Mueller will guide you through every step from pre-launch and approval processes to promoting and optimizing your content to ensure success.
Creating communities is what social media is all about. The Michigan Department of Natural Resources – Parks and Recreation Division is building the ultimate community of champions with their Michigan State Park Photo Ambassador program.
In this session, you will have the opportunity to learn about the ins and outs of the ambassador program. We will discuss why the program started and how it has helped the department solve many challenges, including marketing the state parks on a broader scale. You’ll also understand how the program is growing throughout the department and how the program has helped to grow the state park Instagram account.
- Why our team created the Michigan State Parks Photo Ambassador program
- How we grew our Instagram with the program
- Steps you can take to create your own Ambassador program
Creating compelling and authentic stories is top of mind for most communications professionals in government agencies. Creating deeply engaging content—connecting your audience in a meaningful way to programs and services—is a powerful approach to your social media strategy.
In this session, you’ll learn how to build trust in the process of video production. We’ll break down key parts of video campaign projects produced for the Office of Superintendent of Public Instruction. Throughout the session, we’ll cover filming tactics employed in various situations, such as events or situations requiring a sensitive approach. We’ll cover the entire process from preparation, production, and finalizing the project with contributor support throughout the project pipeline. When you produce content with your community, you’ll find that they will also help you share the story when it’s ready for publishing.
- Preparing for the interview starts with making a connection
- Filming tactics with DSLR cameras and cellphones on gimbals
- Audio recording for the solo-filmmaker
- We’ll learn how to maximize the production to create content that supports various publishing goals in the post-production process