SMi present their 2nd Annual Conference…

Social Media within the Militaryand the Defence Sector14th-15th November 2012, Copthorne Tara Hotel, London, UK

REASONS TO ATTEND:• MEET decision makers who shape

and implement social mediastrategies used to inform, recruit,educate, connect and influence

• LEARN how to research, prepare,conduct and assess communicationoperations in the informationbattlespace

• HEAR about the latest apps • UNDERSTAND how to incorporate

different social media platforms inyour communication mix

• HEAR how social media is used innatural disasters and as a criticalweapon in combat operations

• DISCUSS how information and socialmedia is becoming a strategicresource

• LEARN how social media is essentialin conducting military operationsboth in conflict and post conflict

• ANALYSE the impact of social mediaon OPSEC: vulnerabilities, securitystandards, and capabilities

HALF-DAY PRE-CONFERENCE

WORKSHOPTuesday 13th November 2012

Social Media as aninfluence tool in conflict

and post conflictMajor Will Kreemers,

Course Director of IO and PAcourses, NATO School Germany

David Bailey MBE, Guest Lecturer, Social Media,

NATO School Germany

“Outstanding conference”Director, Army Public Affairs, Department of National Defence, Canada

KEYNOTE SPEAKER:Pippa Norris, Head of Online Engagement, Directorate of Media and Communications,Ministry of Defence, UK

EXPERT SPEAKERS INCLUDE:Colonel Douglas Anderson, Director, Commanders ActionGroup, Office of the Surgeon General, USAF

Nick Jones, Deputy Director, Communications-Digital, Prime Minister's Office & Cabinet Office, UK

Brittany Brown, Social Media Manager, US Army

John Rollins, Specialist in Terrorism and National Security,Congressional Research Service Foreign Affairs, Defense, andTrade Division, Library of Congress

Steve Mehringer, Head of Communications Technologies, PublicDiplomacy Division, NATO HQ

David Ogden, Head of Recruitment Marketing, RAF

Adam Proctor, Head of Digital Media, RAF

Erik Lagersten, Director of Communication and Public Affairs,Swedish Armed Forces

Dr Joerg Jacobs, Researcher, Basic Research Unit, Academy forInformation and Communication, Bundeswehr

Clara Tan, Head, Defence Media Centre, Public AffairsDirectorate, Ministry of Defence, Singapore

Laurie Manton, Head of Communications/Senior Press Officer,Service Personnel and Veterans Agency, UK

Alex Deane, Head of Public Affairs, Weber Shandwick

Daniel Westerstal, Digital Integration Manager, Saab

Sponsored by:

www.military-socialmedia.comRegister 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

Register online at www.military-socialmedia.com • Alternatively fa

Event supported by

8.30REGISTRATION AND COFFEE

9.00CHAIRMAN'S OPENING REMARKSLaurie Manton, Head of Communications and Press, ServicePersonnel and Veterans Agency

9.10OPENING ADDRESSShift in the culture of the British Military • A move from being risk averse to risk aware • Maintaining operational security online• Aligning different social media platforms • Making social media work for the military

Pippa Norris, Head of Online Engagement, Directorate ofMedia and Communications, Ministry of Defence, UK

9.40KEYNOTE ADDRESS – A view from the Government Building communities and connecting with audiences• Social media policy and process• External and internal goals• Building a network and increasing communication• Sharing information as opposed to promoting it• Challenges: The use of social media, from 'command & control'

to ‘create and command attention'?• Measuring success

Nick Jones, Deputy Director, Communications-Digital, PrimeMinister's Office & Cabinet Office, UK

10.20Engaging with an Armed Forces community• That was then this is now!• External and internal goals• Establishing trust and an audience• Facing up to challenges• How are we doing so far?

Laurie Manton, Head of Media and Communications,Service Personnel and Veterans Agency, UK

11.00MORNING COFFEE

MANAGING THE IMAGE AND HISTORY OF THE GERMAN ARMY

11.20"The Bundeswehr on YouTube - mission accomplished!"• Short introduction to online video - a mass phenomenon• YouTube - reach and relevance• youtube.com/bundeswehr - quick intro• Defense Minister in the hot seat - citizen-powered interview with

Thomas de Maizière• youtube.com/bundeswehr - an external viewCarsten Grueber, Industry Manager, Public Sector, YouTube

12.00The German Armed Forces and Social Media in Public Affairs • The basic research position on applying social media as a tool in

public affairs • The policy, risks and opportunities in the use of social media • The decisive role Human Resource factor will be stressed• Lessons learned for campaigning from the ongoing campaign

Wir.Dienen.Deutschland-(We.Serve.Germany) will be sharedDr Jorg Jacobs, Researcher, Basic Research Unit, Academyfor Information and Communication, Bundeswehr

STRATEGIC COMMUNICATION AND CAPTURING ROI

12.40Army social media: Transparency and keeping the public informed• Telling the Army story using social media • Social media policy and guidance • Social media dangers & mitigating the pitfalls • Social media strategic planning • Capturing the return on investment

Ms Brittany Brown, Social Media Manager, US Army

1.20NETWORKING LUNCH

14.40Communicating strategically: Some thoughts about internal andexternal audiences• Morale and honesty• News and views• Segmentation• Threat assessments• Tactics• Verification and proportionality

Alex Deane, Head of Public Affairs, Weber Shandwick

CASE STUDIES OF TERRORIST USE OF THE INTERNET

15.20 Terrorist use of social media• How and why terrorists use social media• Case studies of terrorists use of the internet• What the international community is doing to assess terrorists use

of the internet• Persistent challenges and options for addressing this evolving

activityJohn Rollins, Specialist in Terrorism and National Security,Congressional Research Service Foreign Affairs, Defense,and Trade Division, Library of Congress

16.00AFTERNOON TEA

THE USE OF SOCIAL MEDIA IN RECRUITMENT

16.20Evaluating performance – Quality engagement vs reach andnumbers• Conversation vs Information• Brand reflection• Social media impact on other RAF online media• The growing importance of video – RAF You Tube• What is free? – Perception of free content required for RAF

recruitmentDavid Ogden, Head of Recruitment Marketing, RAF Adam Proctor, Head of Digital Media, RAF

17.00Making Defence matter- public engagement through social media• The Singapore Ministry of Defence’s social media strategy • Getting a head start - creating social media content by

repurposing traditional media products • A multi-dimensional approach - seeing social media as an

additional tool in your StratComms toolbox • CyberpioneerTV on YouTube - Tapping on the power of Reality TV • Experimenting with transmedia storytelling

Clara Tan, Head, Defence Media Centre, MINDEF Singapore

17.40CHAIRMAN'S CLOSING REMARKS AND CLOSE OF DAY ONE

DAY ONE l 14TH NOVEMBER 2012 www.military-socialmedia.com

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

ax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711

8.30RE-REGISTRATION AND COFFEE

9.00CHAIRMAN'S OPENING REMARKSPaul Smyth, Author, Blogging from the Battlefield

9.20Using social media to improve service and health• The Pentagon’s electronic health communication strategy• The advantages of using Facebook and Twitter and apps• Vital support groups critical to patient activation• The USAF Medical Service social media dashboard• Summary and conclusions• The way ahead

Colonel Douglas Anderson, Director, Commanders ActionGroup, Office of the Surgeon General, USAF

10.00Blogging from the Battlefield• Social media on operations• A new approach• Setting the conditions for success• Keeping up with industryPaul Smyth, Author, Blogging from the Battlefield

10.40MORNING COFFEE

POLICY, LEGISLATION AND CO-ORDINATING MULTIPLE PLATFORMS

11.00 Social Media within the context of Southern Africa and the implications for Defence• The technology landscape in Southern Africa• How the population interacts with social media - some trends• The uptake of social media in the defence environment• The challenges social media face in the defence environmentBernard Odendaal, CEO, The Fact Foundry

11.40Using social media as a transformed catalyst• Creating a dialogue with employees and the taxpayer• Connecting with the Swedish people and potential recruits• Operating and managing a website including blogs, as well as a

Facebook and YouTube channel• The legislative background to covert monitoring via the Radio

Defence Agency• Data protection and security issues

Erik Lagersten, Director of Communication, Swedish Armed Forces

12.20NETWORKING LUNCH

14.00 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• These real-time communication channels are unsecured lines which

can pose a threat to both personnel security as well as national security• Malware and viruses are easily spread across these channels with

potentially harmful effects on a nation's cyber integrity• Best practice and techniques to enable effective and secure

collaboration and communication on social mediaDavid Oates, VP International, Actiance

14.40 NATO's Social Media• Taking the next steps • Return on 'investment'• The community cohesion• Social media 'cyber attacks'

Steven Mehringer, Head, Communications Services, PublicDiplomacy Division, NATO

15.20AFTERNOON TEA

15.40NASA: Managing out of this world social media efforts Transition fromorganic to organized social media use (or start organized!)• Assess the right fit for your organization's use of social media within

its structure and culture• Coordinate your organization's social media use across multiple

departments and locations• Create a thriving social media function and engagement with

fans and followers even with limited resources• Plan events to bring social media followers into your world• Adapt to the ever changing universe of social media

John Yembrick, Social Media Manager, Public Affairs Director, NASA

SOCIAL MEDIA: THE DEFENCE CONTRACTOR’S POINT OF VIEW

16.20The social challenge• Communicating with external and internal audiences in social

media puts new requirement not only on communications, but the organisation and its stakeholders as a whole

• The development of a social media strategy in an globalorganisation

• How to enable and works towards social and online in anorganisation

• Understanding external and internal audiences online• Social as a collaborative enabler in an organisation

Daniel Westerstal, Digital Integration Manager, Saab

17.00Newtec case study – Building a social media engagement strategy• Ad, channel and content overload and changing buyer behaviour• The answer: become relevant ‘again’, breaking through the jitter

- Need for a content Strategy: listen, answer, become a trusted party- Digital clouds and social media as a cocktail party

• Objectives of Newtec’s social media strategyJonas Verhaeghe, e-Communications Manager, Newtec

17.40CHAIRMAN’S CLOSING REMARKS AND CLOSE OF CONFERENCE

DAY TWO l 15TH NOVEMBER 2012

SPONSORSHIP AND EXHIBITION OPPORTUNITIES

SMi offer sponsorship, exhibition, advertising and brandingpackages, uniquely tailored to complement your company'smarketing strategy. Prime networking opportunities exist to entertain,enhance and expand your client base within the context of anindependent discussion specific to your industry. Should you wish tojoin the increasing number of companies benefiting from sponsoringour conferences please call: Darren Moore, SMi Sponsorship on+44 (0) 20 7827 6148 or email: dmoore@smi-online.co.uk

www.military-socialmedia.com

Actiance helps organizations manage,secure and ensure compliance acrossunified communications, collaborationand Web 2.0 applications such asblogs, wikis and social networks.Actiance's award-winning platforms

are used by federal and government agencies globally. Find outhow our customers are using social media securely andproductively today at www.actiance.com

Sponsored by:

Social Media is being embraced by the military tosupport recruiting efforts, to inform families andaudiences back home, and to assist in education, buthow is it being used in both conflict and post conflictenvironments as an information weapon system for thecommander on the ground? This workshop willintroduce you to the potential social media offers, aswell as looking at some recent case studies and todiscuss a view to its better use in the future.

Agenda8.30 Registration and Coffee

9.00 Why social media is V.I.T.A.L to militaryinfluence activities

9.40 How effective is twitter/Facebook/Flickr etc

10.00 Coffee Break

10.20 Lessons Learned? Or Simply LessonsIdentified? (some case studies and thoughtsfor future planning)

11.00 The tools to use

11.20 Social Media and the Battlefield (influencingback home)

11.40 Social Media and the Battlefield (influencingthe 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 PAcourses, NATO School Germany

David Bailey MBE, Guest Lecturer, Social Media,NATO School Germany

David has been specifically involved inmilitary Influence Activities sinceSeptember 1998, when he joined NATO'SStabilisation Force SFOR in Banja Luka,Bosnia and Herzegovina. His 7 yeardeployment there saw him devise,

launch and manage “from cradle to grave” a highlysuccessful influence activity radio station broadcastingacross the north west of that country. During his time inBosnia 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 broadcastfrom Kingston Ontario to the Canadian AOR acrossKandahar province. In 2008 David returned to theBalkans for another 2 years running the dual languageNATO radio station in Pristina, Kosovo. 2010 saw himmove again, and this time to Kabul as Editor in Chief ofISAF's national radio station, Radio Bayan. David nowfocuses on both educating and evangelising thebenefits of social media in both conflict and post conflictoperations to military organisations.

HALF-DAY PRE-CONFERENCE WORKSHOPTuesday 13th November 2012

8.30am – 12.20pmCopthorne Tara Hotel, London, UK

Social Media as an influence tool in both conflict and post

conflict areas

Military Flight Training19-20 Sept, London, UK

CBRN in the MaritimeEnvironment 26-27 Sept, London, UK

Defence Exports 1-2 Oct, Amsterdam, The Netherlands

Unmanned Aerial Systems24-25 Oct, London, UK

Military Robotics12-13 Nov, London, UK

Global MilSatCom27-29 Nov, London, UK

Military Airlift3-4 Dec, Florence, Italy

www.military-socialmedia.com

Register online or alternatively fax your registration to +44 (0) 870 9090 712

or call +44 (0) 870 9090 711

SMi DEFENCE & SECURITYFORWARD PLANNER 2012

MARKETING OPPORTUNITIES

Are you interested in promoting your defenceservices to a targeted industry sector? SMi offertailored marketing packages so that yourassociation /publication can gain access to aglobal market and key decision makers in thedefence market. Contact Sonal Patel, SMiMarketing on +44 (0) 20 7827 6106 or email:spatel@smi-online.co.uk

SOCIAL MEDIA WITHIN THE MILITARY AND THE DEFENCE SECTORConference: Wednesday 14th and Thursday 15th November 2012, Copthorne Tara Hotel, London, UK Workshop: Tuesday 13th November 2012, Central London, UK

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VENUE Copthorne Tara Hotel, Scarsdale Place, Kensington, London W8 5SR

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