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Social Media in the Defence & Military
20 November - 21 November 2013
Social Media in the Defence & Military

SAE Media Group’s Social Media within the Military and the Defence Sector conference is back for the 3rd year running bringing all the latest initiatives within the uses of social media in the military. This conference will showcase the latest technology in social media, also informing attendees of new platforms and how to use them to an advantage from a military and defence perspective.

The Social Media within the Military and Defence Sector 2013 conference will also explore social media use as a form of internal communication as well as the operational struggles faced, recent data monitoring developments and the dangers posed, along with many more relevant topics that are dominating the military and defence sectors.

FEATURED SPEAKERS

Andrew Morton

Andrew Morton

Director of Social Engagement , SHRM
Brittany Brown

Brittany Brown

Social Media Manager, US Army
Ian Robin

Ian Robin

Director, EMEAR Strategic Accounts, HootSuite
Pippa Norris

Pippa Norris

Head of Digital Engagement, Ministry of Defence, UK

Andrew Morton

Director of Social Engagement , SHRM
Andrew Morton

Brittany Brown

Social Media Manager, US Army
Brittany Brown

Chris Stace

Project Officer Information Management and NEC, European Defence Agency
Chris Stace

Dan Thompson

Chief, U.S. Army Installation Management Command Europe
Dan Thompson

Denis Hanly

Press Officer, Defence Forces Ireland
Denis  Hanly

Erik Lagersten

Director, Office of Communication and Public Relations, Swedish Armed Forces
Erik Lagersten

Franky Saegerman

Head Social Media Team, NATO
Franky Saegerman

Fredrik Johnsen

Communications Advisor, Norwegian National Security Authority
Fredrik Johnsen

Ian Robin

Director, EMEAR Strategic Accounts, HootSuite
Ian Robin

Jim Delaney

CEO, Market Wired
Jim  Delaney

Joerg Jacobs

Senior Researcher, Bundeswehr Academy for Information and Communication
Joerg Jacobs

John Wayne Ross

Strategic Analyst, Department of National Defence
John Wayne Ross

Paul Smyth

Senior Consultant, Hill+Knowlton Strategies
Paul  Smyth

Pippa Norris

Head of Digital Engagement, Ministry of Defence, UK
Pippa Norris

Price Floyd

Head of Digital, BAE SYSTEMS
Price Floyd

Tim Callington

Director of Digital, Edelman
Tim Callington

Conference agenda

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8:30

Registration & Coffee

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9:00

Developing an Enduring Plan – Planning for Failure and Success within your social media efforts by taking the necessary steps to prepare

Andrew Morton

Andrew Morton, Digital and Social Media Manager, Purple Strategies

  • Understanding your audience, the right tactics and realistic objectives
  • Creating buy-in across your organization- selling your program to your leadership
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    9:50

    Building an Enduring Team - Daily Execution of the Plan- What do you need to

    Andrew Morton

    Andrew Morton, Digital and Social Media Manager, Purple Strategies

  • “Content is King” and someone has to create and curate it!                             
  • Managing content & maintaining platforms - how to do this in a sustainable way      
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    10:40

    Coffee Break

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    11:00

    Creating Strategic Growth- Fostering a relevant & responsive community that helps your accomplish your communications and organizational objectives

    Andrew Morton

    Andrew Morton, Digital and Social Media Manager, Purple Strategies

  • Integrated into all the other pieces of the communications plan are tactics that help your grow- strategically
  • Measuring and monitoring success- you must be able to measure where you program is and where it's going 
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    11:50

    Practical Exercise / Discussion – Sharing tools, ideas and best practices

    Andrew Morton

    Andrew Morton, Digital and Social Media Manager, Purple Strategies

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    12:30

    Close of Workshop

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    13:00

    Registration & Coffee

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    13:30

    Welcome and introductions

    Tim Callington

    Tim Callington, Director of Digital, Edelman

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    13:40

    Stakeholder Profiling

    Tim Callington

    Tim Callington, Director of Digital, Edelman

  • The most successful digital propositions have a common thread - they are borne out of an in-depth understanding of community needs and are guided by strategies that support those communities, while measurably meeting organisational objectives
  • This session explores why stakeholder and community planning is important to the development of your strategy and techniques you can apply
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    14:40

    Content Planning

    Tim Callington

    Tim Callington, Director of Digital, Edelman

  • The foundation of any successful communication programme is not the platform, channel or technique applied, but content that meets the needs of the communities you want to engage
  • This session explores how to surface content within your organisation and create engaging material in a variety of formats quickly
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    15:40

    Coffee break

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    16:00

    Editorial Management

    Tim Callington

    Tim Callington, Director of Digital, Edelman

  • Devising a strategy and content plan is one thing, but making it work in practice is another. Determining resources and management processes is essential for your strategy to be executed successfully.
  • This session explores some of the challenges and considerations that come into play when implementing a content and socially-led digital strategy, and how to address them.
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    17:00

    Discussion session

    Tim Callington

    Tim Callington, Director of Digital, Edelman

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    17:00

    Chairman’s Closing Remarks and Close of Day One

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    8:30

    Registration & Coffee

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    9:00

    Chairman's Opening Remarks

    Andrew Morton

    Andrew Morton, Director of Social Engagement , SHRM

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    9:10

    Keynote Address: Raising your game: integrating social media into “a way of life”

    Pippa Norris

    Pippa Norris, Head of Digital Engagement, Ministry of Defence, UK

  • The law of unintended consequences
  • Empowering personnel: advocates and ninjas
  • Communities engagement
  • Going up the Chain of Command
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    9:50

    How the U.S. Army uses social media tools

    Brittany Brown

    Brittany Brown, Social Media Manager, US Army

  • Learning how you, like the US Army, can balance security with transparency
  • How the US Army finds the content to populate social media sites
  • Learn how many people and how much budget it takes to operate all the US Army’s official social media sites
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    10:30

    Morning Coffee

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    10:50

    SMS campaigns- turning recruits into service members

    Andrew Morton

    Andrew Morton, Director of Social Engagement , SHRM

  • The Demographics of Text Messaging- How the recruits and those who influence them are in the SMS “sweet-spot”
  • How effective Text Messaging Programs can substantial increase your organization’s ability to turn leads into service members
  • How text messaging campaigns create User-Generated Content from Recruits that further promotes your program
  • How can an effective text messaging campaign ensure recruits are as prepared as they can be for the transition to military life
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    11:30

    Social and traditional media – maximising impact in a complementary mix

    Denis  Hanly

    Denis Hanly, Press Officer, Defence Forces Ireland

  • History of use of social media in Irish Defence Forces
  • Planning Principles
  • Social media integrated into communications mix and plan
  • Practical Examples
  • Lessons Learned and take away
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    12:10

    Networking Lunch

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    13:30

    Social media monitoring and public affairs – the German perspective

    Joerg Jacobs

    Joerg Jacobs, Senior Researcher, Bundeswehr Academy for Information and Communication

  •  Social media as a new channel of communication
  • Gossip and facts – the value of social media
  • What is going on in the virtual world, and how to analyse it
  • Action and reactions in social Media
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    14:10

    Applying private successes in social media to the military and defence industry

    Fredrik Johnsen

    Fredrik Johnsen, Communications Advisor, Norwegian National Security Authority

  • What have the best commercial actors done to reach their goals?
  • What can the military and defence industry learn from their successes (and mistakes)?
  • How do we measure success when we're not selling anything?

     

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    14:50

    Afternoon Tea

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    15:20

    Big-data mining and the monitoring of social media data

    Jim  Delaney

    Jim Delaney, CEO, Market Wired

  • The social media landscape
  • Analysis of situational awareness within military operations
  • How data monitoring is used to improve engagement, reputation and early crisis warning
  • Leveraging social media using app navigators – Who-Tweet
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    16:00

    Panel Discussion: The most effective way of using social media platforms in a military environment

  • Security concerns: differing opinions on OPSEC, PERSEC, COMMSEC etc and mitigation
  • Becoming a social enterprise: how Defence / military orgs are using social media for internal collaboration, tools and techniques that have worked
  • Behaviour and culture change: how to manage and mitigate divergent approaches and attitudes.
     
  • Pippa Norris

    Pippa Norris, Head of Digital Engagement, Ministry of Defence, UK

    Brittany Brown

    Brittany Brown, Social Media Manager, US Army

    Andrew Morton

    Andrew Morton, Director of Social Engagement , SHRM

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    16:40

    Chairman’s Closing Remarks and Close of Day One

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    8:30

    Registration & Coffee

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    9:00

    Chairman's Opening Remarks

    Andrew Morton

    Andrew Morton, Director of Social Engagement , SHRM

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    9:10

    Keynote Address: Online and On-The Air: NATO's Digital Outreach

    Franky Saegerman

    Franky Saegerman, Head Social Media Team, NATO

  • A multi-platform approach
  •  Increasing attention and creating engagement
  • Why NATO needs social media more than social media needs NATO
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    9:50

    Soft power diplomacy- the role of social media

    Erik Lagersten

    Erik Lagersten, Director, Office of Communication and Public Relations, Swedish Armed Forces

  • Overview on the importance and impact of social media has on political campaigns.
  • How can military and government use social media as a soft power tool in a growing multifaceted environment
  • Examples of successful military and government campaigns and what can we learn from them.
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    10:30

    Morning Coffee

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    10:50

    Integrating social media with military digital and content strategies

    Tim Callington

    Tim Callington, Director of Digital, Edelman

  • Creating processes and platforms for content sharing and participation
  • The editorial approach: sourcing and creating engaging content
  • Harnessing stakeholders to distribute messages
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    11:30

    Critical Social Media Must-Have Manoeuvres

    Ian Robin

    Ian Robin, Director, EMEAR Strategic Accounts, HootSuite

  • Top tricks for social media amplification
  • Social recruitment: wrangling the troops
  • The difference between empowerment and containment models for social media
  • Social media secure & protect strategies
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    12:10

    Networking Lunch

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    13:30

    Integrating social media into a wider campaign

    Paul  Smyth

    Paul Smyth, Senior Consultant, Hill+Knowlton Strategies

  • Using social media to amplify campaigns
  • How social media compliments media relations
  • Mobile amplification
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    14:10

    Social media used as a form of internal communication as well as external

    Price Floyd

    Price Floyd, Head of Digital, BAE SYSTEMS

  • Using Facebook and other social media platforms to communicate internally
  • The advantages of using social media to communicate internally
  • Internal vs. external communication
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    14:50

    Social Media as a Disruptive Influence Re-Shaping Social Movements: Disaster to Revolution

    John Wayne Ross

    John Wayne Ross, Strategic Analyst, Department of National Defence

  • Insights from Arab Spring, tornado disasters in the United States, and the public reaction to the Boston Bombing show that social media is re-shaping the strategic landscape through;
  • movements without central or coordinating direction
  • movements supported based on individual ability to meet perceived group need
  • movements that fade away in absence of perceived need
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    15:30

    Afternoon Tea

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    15:50

    The Use of Social Media as a Situational Awareness “Sensor”

    Chris Stace

    Chris Stace, Project Officer Information Management and NEC, European Defence Agency

  • The EU’s Common Security & Defence Policy operational context
  • EU and the Multinational Capability Development Campaign
  • Developing a Concept of Employment for the use of social media in defence
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    16:30

    The Boston bombings and the Hive Mind: Swarm intelligence fueled by Social Media

    Dan Thompson

    Dan Thompson, Chief, U.S. Army Installation Management Command Europe

  • Force multiplying power of social media for information collection in Boston
  • The benefits and limits of real time, citizen-based crowdsourcing of intelligence during terrorist attacks
  • The "Fog of Twitter" as the new normal, and its implications for governments and the media
  • The challenge of social media exhaust and the evolving adversary
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    17:10

    Chairman’s Closing Remarks and Close of Conference


    Head of Digital Engagement
    Ministry of Defence, UK
    Head Social Media Team
    NATO
    Director, EMEAR Strategic Accounts
    HootSuite
    Director of Digital
    Edelman
    Director, Office of Communication and Public Relations
    Swedish Armed Forces
    Senior Consultant
    Hill+Knowlton Strategies
    Head of Digital
    BAE SYSTEMS
    Strategic Analyst
    Department of National Defence
    Chief
    U.S. Army Installation Management Command Europe
    Project Officer Information Management and NEC
    European Defence Agency
    Social Media Manager
    US Army
    Director of Social Engagement
    SHRM
    Press Officer
    Defence Forces Ireland
    Senior Researcher
    Bundeswehr Academy for Information and Communication
    Communications Advisor
    Norwegian National Security Authority
    CEO
    Market Wired

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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