Web 3.0’s profound effect on information, analysis and insight and its impact on the public sectorThe future of social media – hear from the most visited worldwide networks on what the future holds for public sector communication under the new information environmentThe impact and opportunity for public sector communicators, strategists and policyteams– ensure you’re prepared to apply the new tools

GLOBAL EXPERTS INCLUDE

25th-27th October 2010, The Rydges Lakeside Hotel, Canberra

Investigating future public sector opportunity with the global pioneers

International Business Review presents THE PUBLIC SECTORS’:WEB 3.0 AND THE FUTUREOF SOCIAL MEDIA

Rachel CookFounder

Minti.com

Director StakeholderLiaison and Strategic

Communications,Department

of Health

CEO, BrandAideCommunications &

notgoodenough.org

Director Digital Strategy,

Ogilvy PublicRelations Worldwide

Rebekah Horne

InternationalVice-president,

Myspace

Alex AikenDirector of

Communications &Strategy, Westminster City

Council and NationalSecretary

LGcommunications (UK)

Hamish McCardleSuperintendentPolice National

HeadquartersWellington, NZ

Manager,The Parents Jury

Nick BoltonGeneral Manager,

Viocorp

Laurel Papworth

Social MediaStrategist

Jane-Reid Pia Waugh

Senator Kate Lundy

Dr Nicholas GruenKaren StocksHead of Media

Solutions,YouTube & Display for

Google Australia &New Zealand

Chair Gov 2.0taskforce &

CEO LateralEconomics

Michael Kordahi

DeveloperEvangelist,

Microsoft

Darren SharpExpert Public Sector

Digital Strategist.Darren Sharp

Consulting

Paul Borrod

Tamara Knetchal Be everywhere TV

Creators of GuinnessWorld Record setting

#beatcancer

PRESENTING REAL OPPORTUNITIES FOR THE PUBLIC SECTOR TO TAKE THE LEAD IN DIGITAL COMMUNICATION

Janice R. NallDirector, Division ofeHealth Marketing,

CDC, USA

Plus many more to be announced!

Morning boot camp Investigating the new tools and social media applications to apply now!

Master class sessions : 25th October 2010

Afternoon boot camp Managing complexity and obstacles in future communication – developing social media recovery strategies

REGISTER 2 & GET 2

FREE!

Discounted early bird booking price until 31st July – save $ 800

This cutting edge conference presents a unique opportunity for Australia’s Public Sector to gain insight into the evolution of the web, hear from the global visionaries to investigate:

We have gathered experts who are pursuing break

through digital possibilities-\globally across

the public sector and voluntary organisations, including:::

Karen SimsPaul Storey

Guy J Carvalho

Brian Giesen

Craig Thomler

Moensie Rossier

Gov 2.0 Innovator and author of the

eGovAU blog

Head of Planning,GPY&R

Manager(Marketing &

Communication)Department of

Transportand Main Roads

Julian Peterson Mark HigginsonDirector of Analytics,

Online Division,The Nielsen Company

ICT Policy AdvisorO�ce of Senator

Kate Lundy

Professor Anne FitzgeraldQUT Law Faculty

, :

Vice President,Facebook

Australia (invited)

Marketing andOnline Director,

Time Out, Sydney

Simon SheikhGetUp! Action

for Australia

Key perspectives of web 3.0 and the semantic web and its impact on GovernmentUnderstanding the foundations of the next generation of the Web and data managementAnticipating social media’s new pathways- and why Government needs to be ready to deploy innovative strategiesDetermining how communities are evolving and will be shaped under the new information environment – how strategic public sector communications can harness new community powerCase studies: hear from global public sector offices applying web 3.0 techniques with huge benefitGuaranteeing internal support for new digital initiativesRecovering from social media disasterDiscover how voluntary organisations are developing pioneering campaigns through new emerging toolsDiscovering better analysis and insights through web 3.0 technologyEmbedding social communication throughout government policy developments

Key themes

About the conference

Web 3.0 is the next step in the evolution of the internet. New technologies collectively known as Web 3.0 are already providing a momentous opportunity to organisations. The emerging tools are having a profound impact on information – and will in turn shape the development of social media and communications. It’s critical to now assess what has been achieved within the public sector in the web 2.0 environment and how web 3.0 looks set to radically transform Government communication. Web 3.0’s emergence, also known as the semantic web, will be fully explored, debated and dissected at this 2-day forum. Gathering the worldwide leaders in digital public sector communication and social media will provide a unique chance to explore how Government departments, organisations and agencies are creating real value in the web 2.0 environment, how they are using 3.0 technologies today and should be using them tomorrow. It will reveal what development we can expect from our social networks and the opportunities this will present in deploying innovative communication strategies. As web 3.0 starts to eclipse generation 2.0, it’s essential to grasp what’s ahead and anticipate how the new and established communication and information platforms are fast evolving. Government departments, policy teams and voluntary organisations must be prepared to respond to seize the opportunity that web 3.0 techniques are presenting.

For Sponsorship Details Email: sponsorship@ibrc.com.au

Semantic web and web 3.0is the future – grasp it now

What are the web 3.0 Public Sector opportunities?

Public Sector Communicators, Digital Strategists, Policy communicators, on-line developers, Public Sector web developers, social media strategists, Information Managers, Program/Project Managers, Information Technologists and media and digital professionals. From Public Sector, Local Governments, Voluntary Organisations and Government Associations.

WHO SHOULD ATTEND?

The public sectors’: web 3.0and the future of social media

Presenting real opportunities for the Public Sector to take the lead in digital communication:

Public Sector Social Media Master classes:

Focused pre-conference master classes will ensure delegates are provided with an opportunity to explore the options on a more in depth level. Pioneering strategists will be offering invaluable advice on how to kick start a social media/digital public sector campaign harnessing new and progressive web applications. Time will be dedicated to understand which approaches will be relevant and how to effectively initiate a future focused social media strategy. Each master class’s goal is to help you navigate through the potential complexities of web 2.0 and future web 3.0 communication and to ensure you grasp the new generation of applications, tools and communities. Prepare your organisation to take the lead in digital communication.

Public Sector Master Class one:

This is a practical session showing step by step how to set up (low cost or free) a social media dashboard for monitoring, a social media news room (no more PDF press releases!) and a demonstration of tools to make your life easier. Also includes a 12 step social media strategy section, and a 5 step social media campaign outline.

For Sponsorship Details Email: sponsorship@ibrc.com.au

Morning Bootcamp:

Social media dashboard. How do you save time and energy when monitoring ALL those social media sites. This session will show you how!Social media news room. less and less journalists are opening attachments today yet there are over 500 journalists on Twitter. How can you provide press releases that will be read and passed on through social media sites, blogged by bloggers and published by journalists. Welcome to the new communication tools.Demonstration of tools. Did you know you can measure influence of a blogger or Twitter? How do you measure "sentiment" online when people are talking about your policies or district? What tools do you need to set up a "proper" Twitter political debate? Learn here!What is the difference between a social media strategy and a social media campaign? We all know that having a Facebook fanpage and a Twitter account is not a "strategy" - this session gives you the steps to developing both!

Managing the complexities of launching new digital concepts – how to achieve internal support and momentumDetermining the options for when it goes wrong – what to do and what definitely not to doMonitoring the impact of public sector digital communicationDeveloping authentic communication and relationships with online communitiesDedicating time to tackle individual challenges and openly share current concepts to discuss viability and relevance

Host: Laurel Papworth, Social Media Strategist: Laurel has been creating and managing virtual communities for 20 years, teaching social media for the last 5 years and was named Industry Head, Social Media by Marketing Magazine (Australia) in 2010. Number #4 Women blogger in Australia.

Host: 360 Digital Influence Ogilvy Public Relations Worldwide, Brian Giesen, DirectorBrian is an award-winning, founding member of Ogilvy’s 360 Degree Digital Influence group and passionate social media practioner.

Master class two: Managing complexity, the unknown and obstacles in future social media communication

Bring your team: Buy 2 get 2 free!

Investigating the new tools andsocial media applications to apply now!

The public sectors’: web 3.0and the future of social media

08.30 Coffee and registration

08.55 Opening remarks from the chair

Opening session: Web 3.0 and the semantic web – investigating the internet’s experience evolution

09.00 Government 2.0 and Web 3.0: what’s stopping you?

• Emergent public goods and the economics of abundance• What’s easy, what’s hard?• What’s being done? • What should be done?Dr Nicholas Gruen, Chair Gov 2.0 Taskforce and CEO Lateral Economics

• The Share My Story campaign (background, the reason for change and the move away from traditional media, challenges/issues of web 2.0 in government)• How it works (content moderation, electronic direct mail)• Results of the campaign and websiteJane Reid, Manager, Marketing and Communications, Road Safety, Department of Transport and Main Roads

• Insights into how new social media tools can produce phenomenal success in creating awareness and significantly boost voluntary sector campaigns• An exploration of what’s relevant and how to do it in the new linked data environmentTamara Knetchal, Be Everywhere TV - Creators of Guinness World Record setting #beatcancer

• Practical insights into how social media tools can be a useful and cost effective way for government to engage the public • Using open and transparent e-systems to engage the public can bring greater rewards than many traditional consultation methods •Care needs to be taken in the ethics and principles of consultation when using social media for government purposesHamish McCardle, Superintendent, Police National Headquarters Wellington, NZ

• Understanding the development considerations of www.cdc.gov and CDC's emerging e–health and new media initiatives • Pursuing web 3.0 in CDC – and what this will achieve• The value of digital excellence for Health MarketingJanice R. Nall, Director, Division of eHealth Marketing, Centre for Disease Control, USA

• Harnessing collaboration for service delivery, legislation and policy development. • How can government and public sector organisations leverage the participation of their stakeholders in the interest of co-creating social resources?Darren Sharp, Social Media Strategist, Darren Sharp Consulting

• Social media has presented a new definition of what it means to be connected • Bringing "social" back to the way it used to be... people connecting with people in person • Capitalising on the next generation on-line experience• Immersive, multi-device and multi-user experiences are the key next generation online engagementMichael Kordahi, Developer Evangelist, Microsoft

In the last few years Social Media has become main stream in Australia and consumers have embraced it with a passion. To help us look at what impact Web 3.0 will have on these networks, we look at the recent trends in online behaviour and consider the unique meaning of this space to Australians that will shape the future direction.Mark Higginson, Director of Analytics Online Division, The Nielsen Company

The online video revolution has given rise to a new class of celebrity, who can command web audiences larger than those of television networks. Who are these new celebrities? What can Government communicators learn from their success? How can marketers leverage these celebrities in their campaigns? Karen will answers these questions and more, based on recent work and expectations for the futureKaren Stocks, Head of Media Solutions, YouTube and Display for Google Australia and New Zealand

A selection of case studies of how social media is being used in Australia and overseas. We go from baby steps of using social media as "broadcast" channels through to metagovernment where the community has active input and decision making social tools. We focus on social media ROI (Return on Investment) but also COI (Cost of Inaction). What happens if you don't build social networks? The challenges of the new social newspaper community and the FixMyStreets type activism. Also the impact of Foursquare and it's geo-location based, ambient, always-on social networking. The Future is Here!Laurel Papworth, Social Media Strategist, Laurelpapworth.com

Convergent devices, fragmented media, uncontrollable and geographically diverse audiences sounds like a nightmare for a government communications department. But via theuse of video and social media, government are able to

09.35 G’day 3.0 – A look at social media’s future impact in Australia and the Public Sector

10.10 Next Generation Online Experiences

10.45 Networking and refreshments

Gov 2.0 – what has been achieved? Where 3.0 begins?

11.05 The future of Government digital health marketing campaigns

11.30 Insight into the development of The Share My Story campaign:

12.00 Building a record breaking campaign through clever use of social media - Creators of Guinness World Record setting #beatcancer

12.30 The case of the sneaky wiki - Why putting people at the centre of law reform is a good idea

13.00 Networking Lunch

The Future of Social Media and the impact on the Public Sector

14.00 The Future of facebook and the Public Sector

Paul Borrod, Vice president, Facebook – Australia and NZ

14.35 The future of the online video revolution and the public sector’s response

15.05 Citizen innovation – the future of co creating social resources

15.40 Networking break

16.00 Case studies in understanding social media’s ‘cost of investment’ and ‘cost of inaction’ now and in the future

16.35 New media and the opportunity within government

Day one: 26th October 2010

• Open Government for the 21st century• The pillars of Gov 2.0: democratising data, citizen-centric services and participatory government• The policy landscape for Gov 2.0 in Australia• Gov 2.0 challenges and opportunities for the Australian public sectorSenator Kate Lundy, Australian Capital Territory

• How to deploy continuous learning to evolve and create solutions that users want• Wider audience are ready to engage, do you know how?• There's a lot of activity & chatter out there - you can separate the noise from needGuy J Carvalho, CEO, BrandAide Communications and notgoodenough.org

• Revealing where communities are emerging and how to harness their power• What are the opportunities for public sector engagement within these communities?• Where are they heading and what to anticipate within the web 3.0 environment?

• Revealing recent and real case studies of social media going horribly wrong - poor planning, panic and organisation/policy destruction. • Julian Peterson presents some recent examples of social destruction and asks:• How you do you avoid it and what do you do when it is happening to you?Julian Peterson, Marketing and Online Director, Time Out Sydney

• The benefits of persistent engagement versus campaign- based engagement• How persistent engagement supports and reinforces government campaigns and consultations• The challenges of adopting a persistent engagement approach in government• Practical ways of embedding persistent elements in government campaignsCraig Thomler, Gov 2.0 Innovator and author of the eGovAU blog

Applying web 3.0 to health data in Australia is a work in progress. Common nomenclature, common xml standards, common rdf schema, and creative common (R) are becoming more familiar and increasingly adopted but what happens when medication data can be cross referenced with absolutely everything? The starting point was simply to obtain accurate utilisation data for PBS medicines the end point could be the unravelling of medical mysteries or an app to find the nearest toilet.Paul Storey, Director Stakeholder Relations and Strategic Communications, Pharmaceutical Evaluation Branch

• This presentation deals with the Peer-to-Patent project and draws lessons from it for government - citizen engagement in the web 3.0 context. It points the way towards emerging governance models that feature -

Professor Anne Fitzgerald, QUT Law Faculty

provide a targeted audience with relevant open, transparent information in a two way, interactive, controlled manner.This session looks at the role of live streaming and social media and you will learn how to:• be your own broadcaster• controlling your audiences• use video as the engagement, and social media for the interaction and community*including case studies at Federal, State and Local LevelNick Bolton, Viocorp, Melbourne

17.05 Summation

17.15 Conference close

17.15 Networking Drinking Reception

Programme – Day Two

Day Two –27th October 2010

08.30 Coffee and registration

08.55 Summit chair’s opening remarks

09.00 Opening remarks:

09.35 The supermarket in the clouds or follow that rabbit

10.10 The Peer-to-Patent project: modelling collaborative governance in the web 3.0 era

collaborative interaction between government and citizens in reviewing and assessing official documents; direct citizen input into administrative processes and government decision-making; pooling of community expertise to provide the knowledge required by the public sector; and increased transparency of public sector administration.

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12.25 What happens when it all goes wrong?

15.00 Refreshments and networking break

14.00 The challenge of persistent engagement

15.20 NGE (notgoodenough.org) – staying relevant and viral growth. Lessons for the Public Sector:

Brian Giesen, Director – Digital Strategy, Ogilvy PublicRelations Worldwide

Panel debate: Leveraging future Australian communities for Public Sector initiatives

Simon Sheikh, National Director, GetUp! Action for AustraliaRachel Cook, Founder, Minti.comDeborah Robinson, Managing Editor, AustralianwomenonlineKaren Sims, Manager, The Parents JuryPA

NEL

DIS

CUSS

ION

14.30 How can Ministers, and their Departments, use innovative tools at the cutting edge of 2.0 to engage communities, communicate policy and improve service delivery and outcomes?

16.45 Chair’s conference summation

17.00 Conference close

The public sectors’: web 3.0and the future of social media

Interactive panel: Future social media strategy and web 3.0 application – how to achieve internal support and to develop relevant and authentic strategies*The panel will discuss how they have achieved ongoing support for their social media initiatives and how they look set to develop these into the future. They will address the considerations for deploying new strategies and ensuring your approach lies at the cutting edge of web 2.0- 3.0Panellists:Pia Waugh, ICT Policy Advisor, Office of Senator Kate LundyAlex Aiken, Head of Digital Communications, Westminster City Council, UK Hamish McCardle, Superintendent, Police National Headquarters Wellington, NZ

11.15

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15.55

Conference only

Master classes only

$1495+GST=$1644.50 $1995+GST=$2194.50 $2295+GST=$2425.50

until 31st August after 31st Augustuntil 31st July

$800 $300

$300 $800$2195+GST=$2414.50

$800.00+GST

$2695+GSt=$2964.50 $2995+GST=$3294.50Full Conferencewith Master classes

DISCOUNTEDSAVE SAVE $800

25th-27th October 2010, The Rydges Lakeside Hotel, Canberra