Social Media for Public Administrations and Institutions

Transcription

1 Do s and Don ts in Social Media Benefit from numerous practical examples! Practical Seminar Social Media for Public Administrations and Institutions 23 rd - 24 th September 2013, Berlin With contributions by: Brochure European Commission, DG Employment, Social Affairs & Inclusion, Communication Unit University College London (UCL), Digital Communications, United Kingdom Brighton & Hove City Council, Communications, United Kingdom 1

2 PRACTICAL SEMINAR Social Media for Public Administrations and Institutions Especially in times when politics and administration are already in danger of losing attention of the public, they need to reach people where they are in Web 2.0! Facebook, Twitter, YouTube, blogs, podcasts, online e-government petitions, forums, wikis In recent years, social media has grown rapidly and has become increasingly important. Today it is a key communications tool. In the public sector, however, social media is only applied to a limited extent so far. There is still a lot of uncertainty and to some extent scepticism towards social media in many public sector organisations. Though public administrations and institutions can benefit much from using social media in their communications mix! Not only can social media help you to promote your organisation s initiatives and to inform citizens and beneficiaries of public services, but also to profit from a fruitful dialogue with the public and even to improve your own internal processes. But how should you design and implement social media in your institution? How can you optimise the application and impact of your social media concept already being in use? Moreover, the use of social media entails further challenging questions for public organisations: How can you ensure a successful web presence although resources are limited in your organisation? How do you cope with criticism visibly expressed by users? Who is this seminar for? Directors, Heads of Departments or Units, Officers, Experts and other members of staff From departments such as: Digital Communication/Online Communication/Web Team Communication Information Press Office Public Relations (PR) Marketing IT egovernment, Digital Service/ Policy In: All national and regional public authorities such as ministries and agencies All public authorities on local level such as local governments, municipalities and cities International, European and national institutions and NGOs Universities Other public authorities and organisations Excellent content, speakers and participants. Jelena Drca, Head of Online and Social Media, Communications Department, Council of Europe 2

3 What will you learn at this seminar? What exact added value does the use of social media bring to your organisation? How do you set up and implement an overall institutional social media strategy in practice? What are the specific risks and pitfalls and what do you have to take into account when using social media in public institutions? How can you develop a social media campaign and keep the conversation relevant? How can you use social media most efficiently in order to save time, personnel and money? Which strategies have proven to use social media in crises? What is the best way to fit social media in the overall crisis communications strategy? How can you improve your already existing social media presence? How do you know which types of social media support your organisation s objectives in the best way? What do you have to take into account when evaluating current institutional platform use and reviewing new platforms? What are lessons learnt of successful social media implementations in practice? How can you engage people and achieve civic participation by using social media? Your benefits Receive first-hand experiences and advice from social media experts including the European Commission Become familiar with the specific challenges in using social media for public administrations and institutions Avoid dangerous mistakes Learn how to find out which social media best fit your needs in practice Receive a practical toolkit helping you to achieve great effects with little effort Participate in an interactive workshop Work in small groups on practical exercises and directly apply your newly acquainted knowledge Know how to identify the target group of your social media actions and how you should design them according to these needs Benefit from a variety of practical examples such as recent successful social media campaigns Network and exchange experiences with our speakers and participants from all across Europe Very enlightening! Going back home with a bundle of ideas which I hope to implement. Mariel Sacco, Senior Manager, Planning and Priorities Coordination Division, Office of the Prime Minister, Malta 3

4 PROGRAMME DAY 1 Social Media for Public Administrations and Institutions Registration and Hand-out of Seminar Material Opening Remarks from the European Academy for Taxes, Economics & Law Welcome Note from the Chair and Round of Introductions Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Introduction to the Seminar Introduction and overview Presentation of seminar programme A brief history in time Perspectives of social media - Background to social media - Current trends in social media - Developments you need to be aware of in social media Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Coffee Break and Networking Opportunity Creating the Social Organisation Why is social media important? What value does it bring to an organisation? How should an organisation implement social media? Brighton & Hove City Council A case study The future of social media and what it means for organisations John Shewell, Founding Director of colab and former Head of Communications, Brighton & Hove City Council, United Kingdom Coffee Break and Networking Opportunity Resourcing Strategies for Achieving Relevant Results with Limited Funding In-house competence or outsourcing? How to use social media efficiently Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Discussion Round Lunch Break and Networking Opportunity Case Study YOUR CHAIR CARL HENRIK JOSEPHSON Senior Communications Expert and European Programme Communications Carl Henrik Josephson has more than ten years professional experience in strategic communications, media and marketing in both public and private sector environments, as Senior Communications Officer, Manager and Project Manager. Particularly, Carl Henrik Josephson has extensive experience in drafting, implementing and overseeing communication plans and media projects for European Programmes and Projects. JOHN SHEWELL Founding Director of colab and former Head of Communications, Brighton & Hove City Council, United Kingdom John Shewell is one of the UK s leading experts in reputation management and was recently included in the UK PR Week s Power Book as one of the most influential people in the communications industry. In 2012, he wrote a white paper called Social Media in the Public Sector. John has over 15 years experience in reputation management and has worked in the private and public sector. At Brighton & Hove City Council John conducted the UK s first network mapping of the city s online community for a public sector organisation which led to an organisation-wide change in the way the council engages with its staff and citizens. In this context, he shifted the brand of the council from its traditional top-down broadcast model to a more two-way collaboration with its residents. John is a member of the Public Relations Consultants Association (PRCA), the Democratic Society, the Council of Europe innovation project called Edgeryders, and a member of the EU project called PEP-NET, which is a pan-european network for e-participation. Moreover, he is Member of the Chartered Institute of Public Relations (CIPR) where he was vice-chair of the Local Public Services Group in Very good and good inspiration useful! 4 Michael Winther, Head of Communication Department, Copenhagen University College of Engineering, Denmark

5 Institutional Crises and Social Media Types of crises Fitting social media into the overall crisis communications strategy Individual platform strategies Planning ahead Nick Dawe, Digital Media Manager, Communications and Marketing Department, University College London (UCL), United Kingdom Discussion Round Coffee Break and Networking Opportunity The Social Media Approach of DG Employment, Social Affairs & Inclusion, European Commission Strategy and Objectives of DG Employment, Social Affairs & Inclusion Tools and platforms in use Practical examples of how this is implemented: Past and recent campaigns Lessons learnt The Commission s Social Media Programme Antoine Mallia, Information and Communications Officer, Web Editor, Communication Unit, DG Employment, Social Affairs & Inclusion, European Commission Discussion Round End of Day One NICK DAWE Digital Media Manager, UCL Communications & Marketing, University College London (UCL), United Kingdom For the past two years, Nick Dawe has been Digital Media Manager in University College London (UCL) Communications and Marketing. He oversees UCL s central social media channels, and provides guidance to others in the university who are using social media for their own needs. Along with other team-members, Nick Dawe also works on many of the university s central websites, focusing on technical development and design, and improving overall user experience. Additionally, he is responsible for engagement and promotion of UCL s museums and collections through digital media. Prior to this, Nick Dawe worked within UCL s Web Services Team, developing and maintaining various web systems and sites throughout the university. ANTOINE MALLIA Information and Communications Officer, Web Editor, Communication Unit, DG Employment, Social Affairs & Inclusion, European Commission Antoine Mallia is Information and Communications Officer at the European Commission. His current responsibilities include web management, the production of audiovisual material, and in particular web and audio-visual related communication to promote the European Year for Active Ageing and Solidarity between Generations. He is also responsible for the Social Media programme of DG Employment, Social Affairs and Inclusion and is a co-editor of the European Commission s Social Media platforms. Before joining the European Commission, Antoine was the Marketing Director of GS1 (an organisation responsible for the design and implementation of global standards and solutions in the supply chain) and Executive Director of e-foundation (a joint MBA programme with Grenoble Graduate School of Business). Prior to working in Marketing and Communications, Antoine was the CEO of GS1 Malta and served in retail, HR and supply chain management posts with Grand Metropolitan UK, and Löwenbräu breweries.

6 PROGRAMME DAY 2 Social Media for Public Administrations and Institutions Welcome Note from the Chair and Brief Review of Day 1 Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Practical Workshop Developing a Social Media Campaign This interactive workshop consists of practical exercises and group work. It demonstrates and addresses how you can develop a social media campaign using the tools presented at the seminar. Putting together a good social media strategy Keeping the conversation relevant Attendees will work together in teams on a practical case study based on examples derived from their current work, area of interest and/or projects. A coffee break is included in the workshop. Antoine Mallia, Information and Communications Officer, Web Editor, Communication Unit, DG Employment, Social Affairs & Inclusion, European Commission John Shewell, Founding Director of colab and former Head of Communications at Brighton & Hove City Council, United Kingdom Reviewing Platforms in Social Media The importance of evaluating current institutional platform use and reviewing new platforms Factors to consider University case study Experiences from UCL communications Nick Dawe, Digital Media Manager, Communications and Marketing Department, University College London (UCL), United Kingdom Discussion Round Coffee Break and Networking Opportunity Opportunities and Challenges: How to Make the Most of Social Media Summary of sessions Opportunities in social media Challenges in applying social media for public administrations and institutions Lessons learnt and recommendations Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Manager, Denmark Final Discussion Round Q&A Conclusion and exchange of experiences Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Manager, Denmark End of Seminar and Hand out of Certificates Lunch Break and Networking Opportunity A good intro and scratch in what social media can add! Jonathan Lykke-Olesen, Journalist, Press and Communication Department, Danish Nature Agency, Denmark Interesting.I can recommend it. Ruth Zihlmann, Social Media Manager, Communication Department, General Secretariat, Federal Department of Finance, Switzerland 6

7 ORGANISATIONAL MATTERS Social Media for Public Administrations and Institutions Date of Event 23 rd - 24 th September 2013 Booking Number S-635 BOOKING Fax: +49 (0) booking@euroacad.eu Phone: +49 (0) For online booking please visit our website: Event Language The event language will be English. Event Price 1389,- Euro, excl. German VAT (19%) The above price covers the following: Admission to the seminar Hand-out documents in print and digital version Seminar certificate, if seminar fully attended Soft drinks and coffee/tea on both event days Lunch on both event days Booking Modalities It is recommended to book soon as seats are limited. For organisational matters, we kindly ask you to complete the booking form in capital letters. Contact European Academy for Taxes, Economics & Law Hausvogteiplatz 13, Berlin, Germany Phone: +49 (0) Fax: +49 (0) info@euroacad.eu Internet: Your contact persons for the programme: Regina Lüning, M. Sc. econ. Head of Marketing and Sales Phone: +49 (0) Fax: +49 (0) regina.luening@euroacad.eu Luise Otto, M.E.S. Conference Manager Phone: +49 (0) Fax: +49 (0) luise.otto@euroacad.eu (Programme is subject to alterations) Event Location Ellington Hotel Berlin Nürnberger Straße Berlin, Germany Phone: +49 (0) Fax: +49 (0) reservierung@ellington-hotel.com Internet: Please contact the hotel directly and refer to the European Academy for Taxes, Economics & Law if you wish to benefit from a limited room availability-contingent. Of course you can always look for an alternative hotel accommodation. 7

8 NOTE Please note, you can register as many delegates as you wish (except, the seminar is fully booked). You only need to copy this formular for as many persons you wish. European Academy for Taxes, Economics & Law Brauner Klingenberg GmbH Hausvogteiplatz Berlin / Germany Phone.: +49 (0) Fax: +49 (0) info@euroacad.eu BOOKING BOOKING NUMBER: S-635 (PR) 23 rd - 24 th SEPTEMBER 2013, BERLIN Herewith we register the following persons for the Seminar: Social Media for Public Administrations and Institutions Delegate 1 Ms. Mr. First name Last name Department Job position Your organisation Street Postcode / City Country Phone Fax Delegate 2 Ms. Mr. First name Last name Department Job position Your organisation Street Postcode / City Country Phone Fax Delegate 3 Ms. Mr. First name Last name Department Job position Your organisation Street Postcode / City Country Phone Fax Invoice organisation To the attention of Street Postcode / City Country Phone Fax In case of registration of more than one delegate - do you prefer: single invoice? collective invoice? With my signature I confirm my registration and accept the General Terms and Conditions as legally binding. I herewith agree to receive further information from the European Academy for Taxes, Economics & Law NOTE Only Valid with Signature and Stamp 8 Place, Date Authorised Signature and Stamp

9 Terms & Conditions for Conferences, Seminars and other Training Courses 1. Area of Application The following terms and conditions settle the contractual relationship between conference participants and the European Academy for Taxes, Economics & Law Brauner Klingenberg GmbH [referred to as European Academy for Taxes, Economics & Law in the following]. Differing terms and conditions, as well as, other settlements and/or regulations have no validity. 2. Registration / Confirmation of Application A registration can be made via internet, mail, fax, or . The registration is considered granted and legally binding if not rejected by the European Academy for Taxes, Economics & Law in writing within seven (7) days after receipt of registration. The registration will be supplemented by a booking confirmation via . Partial bookings are only valid for seminars designed in modules. 3. Service The course fee covers the fee per participant and course in net, subject to current German VAT. It includes training course documents as per course description, a lunch meal/ snack and refreshments during breaks, as well as, a participation certificate. The European Academy for Taxes, Economics & Law has the right to change speakers/instructors and to modify the course program if and where necessary while maintaining the overall nature of the course. All registered participants will be notified in case of a course cancellation due to force majeure, due to speakers preventions, due to troubles at the chosen location or due to a low registration rate. Course cancellation notification due to a low registration rate is issued no later than two (2) weeks before the course date. Course fees are reimbursed in the cases listed above; however, reimbursement for travel expenses or work absenteeism is only granted in cases of intention or gross negligence by the European Academy for Taxes, Economics & Law. 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Cancellation by the participant will be subject to cancellation charges as follows: 30 days or more prior to commencement of the course: service charge of 80,00 net, subject to current German VAT, payable immediately, course fee will be reimbursed, two (2) weeks to 30 days prior to commencement of the course: 50% of course fee net, subject to current German VAT, payable immediately, non-attendance or cancellation less than two (2) weeks prior to commencement of the course: 100% of course fee net, subject to current Germany VAT, payable immediately The European Academy for Taxes, Economics & Law gladly accepts without additional costs a substitute participant nominated in case of a cancellation if the substitute participant is registered at least three (3) days prior to the commencement of the course. Neither cancellation of a specific module/part of the course or substitution per module/per day is possible. 6. 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