2015Social Media – A Strategic Resource for Today’s Defence Community

Holiday Inn Kensington Forum, London, UK

19 - 20

NOV

CHAIRmAN:

EXPERT SPEAKERS INCLUDE:

Steven mehringer, Head of Communication Services,Public Diplomacy Division, NATO HQmick Latter, Current Head of Digital and MediaEngagement, Headquarters Corps of Army music(Owner of gannet media Limited)Rebekah Selman, Interim Head of Marketing, RAFDavid Tunney, Head of Social Media, EuropeanExternal Action Service Brigadier general Hans Damen, Netherland Ministry ofDefence, Royal Netherlands Armygiovanni galoforo, Strategic CommunicationInstructor, Istituto di Studi militari marittimi - Naval StaffCollegeCathy milhoan, Director, DoD Production, Defensemedia Agency Director general Janice Keenan, Marketing & E-Communication, Public Affairs, Department ofNational DefenceFredrik Johnsen, Communication Adviser, NorwegianNational Security Authority Commander Royal Netherlands Navy Peet Rood,Section Head Social Media and Productions, AlliedCommand Operations/Supreme Headquarters AlliedPowers Europe

Andrew morton, Director of Social Engagement,SHRm

BENEFITS OF ATTENDINg:

• Assess the latest social media platforms and cutting edge

trends in engagement

• Hear about the most creative social media strategies

implemented by leading international military organisations

• Understand how to use social media as a powerful tool to

galvanise support, engage, retain and recruit

• Learn about the current methods and future trends of terrorist

social media activity

NEW FOR 2015:

• greater interactivity with round table discussions and panels

debating operational awareness versus security and ethics

• Analyse the risk of social media including activity by

Hacktivists

• Review of the Ukrainian conflict and ramifications on the

social media landscape

• New presentations from Italy, Canada, The RAF, European

External Action Service, Metropolitan Police and many more

SMi presents the 5th Annual Conference on…

www.military-socialmedia.com I #milsocialmedia

B: Building and managing Social media Communities 

Hosted by: Andrew morton, Director of Social Engagement, SHRm

1.30pm – 5.30pm

A: Social media: Content Creation & Delivery in the military Sphere

Hosted by: Nathan Tyler, Head of Digital, British Forces Broadcasting Service & Tim marshall Former Foreign and Diplomatic Editor for Sky News

8.30am – 12.30pm

REgISTER BY 30TH JUNE AND RECEIVE A £300 DISCOUNTREgISTER BY 30TH SEPTEmBER AND RECEIVE A £100 DISCOUNT

PLUS TWO INTERACTIVE HALF-DAY PRE-CONFERENCE WORKSHOPS I WEDNESDAY 18TH NOVEmBER 2015 HOLIDAY INN KENSINgTON FORUm, LONDON, UK

@SMiGroupDefence

Two

Brand New

Workshops

for 2015

Day One Thursday 19th November 2015 www.military-socialmedia.com

Register online at www.military-socialmedia.com

8:30 Registration & Coffee

9.00 Chairman's Opening RemarksAndrew morton, Director of Social Engagement, SHRm

9.10 KEYNOTE OPENINg ADDRESSSocial media – The Question of Audience versus Influence?• Using social media as an instrument to influence and galvanisesupport for a specific defence or military campaign

• Does audience equate to influence? • Assessing how to overcome the challenges involved in rallyingsupport

• Case studies and examples of PR social media campaigns carriedout by British Army Music

mick Latter, Current Head of Digital and Media Engagement,Headquarters Corps of Army music (Owner of gannet media Limited)

9.50 Real, Relevant and Responsive Creating meaningful Content and managing Engaged Communities

In today's social media landscape organisations must embrace anopen and responsive approach to both content and communitymanagement - no matter the social media platform: • Less marketing and more market- reach your "market" with anauthentic and engaging approach to content

• Retention and recruiting- yes they are different audiences! -ensuring that your treat and communicate with your two primaryaudiences differently- because they are!

• Lessons from the private sector- defense organisations can learnfrom some of the techniques and tactics that the private sectoremploy - while maintaining the appropriate level of propriety andsecurity

Andrew morton, Director of Social Engagement, SHRm

10.30 morning Coffee

HOST NATION ADDRESS

11.00 The Effect of Digital on military Recruitment - An RAF Perspective• Discussing social media’s place in retaining and attracting newtalent to the military forces

• Evaluating the RAF’s new strategy of engagement from a twobrands approach, regular and reserves, to a one brand one forceconcept

• Providing an update on effectiveness and lessons learned fromdigital recruitment marketing campaigns

• Reviewing digital’s place in RAF’S wider communication agenda –how important is it?

Rebekah Selman, Interim Head of Marketing, RAF

11.40 Rise of Visual - Impact of Visual Content Creation• An update on the challenges and successes of BFBS• Content delivery revolutionising the means of internalcommunication and strengthening military morale

• Examining how visual and content have been perverted byextremist groups as a tool to reach, engage, secure and growaudiences

• How can we respond to this new threat?Nathan Tyler, Head of Online, British Forces Broadcasting Service

12.20 Networking Lunch

gLOBAL SOCIAL mEDIA STRATEgIES

13.20 Countering Social media Terrorism: A US Defense Department Perspective• Protecting members of the defense department against terroristsocial media groups

• Assessment of methods used by terrorist organisations to spreadideals

• How can we deal with the social media activity? What are thefuture trends and patterns of engagement?

Cathy milhoan, Director, DoD Production,Defense media Agency

14.00 A Year of Lesson Learned Social media Coordination, Department of National Defence, government of Canada

• Understanding our social media channels• Best practices gleaned from our national and international study• Our strategy and efforts in enhancing our social media presence• Our success and lessons learnedDirector general Janice Keenan, Marketing & E-Communication, PublicAffairs, Department of National Defence

14.40 Afternoon Tea

15.10 The Power of the Social media generation – Sustained and Effective Engagement

• Does the military need a new approach?• Engaging with the youth and the “social media generation” onmilitary’s activities - case studies and examples

• Engagement with demographic/regional understanding giovanni galoforo, Strategic Communication Instructor, Istituto di Studimilitari marittimi - Naval Staff College

15.50 Social media and the Royal Netherlands Army• Developments in Society3.0 in relation to the military• Combining a professional and personal profile online• Mission Impossible?• Analyse and plan social media content in a combined environmentBrigadier general Hans Damen, Netherland Ministry Defence, RoyalNetherlands Army

ROUND TABLE DISCUSSION16.30 Social media’s Impact on military Operations: Awareness Versus Security?

• A holistic discussion in relation to the pros and cons of social media as a tool of operational awareness against operational security• Can social media compromise the operations of a mission?• In what case do the military use social media to inform the public ofactivities?

• Assessing social media’s power to influence the perception ofoperations by the public and the policy makers

mick Latter, Current Head of Digital and Media Engagement,Headquarters Corps of Army music (Owner of gannet media Limited)

Brigadier general Hans Damen, Netherland Ministry of Defence, RoyalNetherlands Army

Cathy milhoan, Director, DoD Production, Defense media Agency

Andrew morton, Director of Social Engagement, SHRm

Fredrik Johnsen, Communication Adviser, Norwegian National Security Authority

17.30 Chairman’s Closing Remarks and Close of Day One

SPONSORSHIP AND EXHIBITION OPPORTUNITIESSmi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company’s marketing strategy.

Prime networking opportunities exist to entertain, enhance and expand your client base within the context of an independent discussionspecific to your industry. Should you wish to join the increasing number of companies benefiting from sponsoring our conferences please call:

Sadia malick, Director, on +44 (0)20 7827 6748 or email smalick@smi-online.co.uk

SUPPORTINg PUBLICATIONSOFFICIAL mEDIA PARTNERS

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

8.30 Registration & Coffee

9.00 Chairman's Opening RemarksAndrew morton, Director of Social Engagement, SHRm

OPENINg KEYNOTE ADDRESS9.10 NATO’s Digital Outreach: Creating a global Conversation

• Storytelling and ‘storyselling’• Doing less, but better• Mobile mattersSteven mehringer, Head of Communications Services, NATO HQ

SOCIAL mEDIA IN OPERATIONS

9.50 An Update from the EEAS• Use of social media to enforce operations and relationships with EUand external countries

• Social media as a facilitator of peace and stability for EU andexternal countries

• Update on new social media strategiesDavid Tunney, Head of Social Media, European External ActionService

10.30 morning Coffee

11.00 Social media in Action• Website synchronisation, untangling the Gordian knot• How the Ukraine crisis changed the face of social media, settingthe message straight

• Getting key leaders on board the social media train• Social media in the field of operationsCommander Royal Netherlands Navy Peet Rood, Section Head SocialMedia and Productions, Allied Command Operations/SupremeHeadquarters Allied Powers Europe & Dana Campbell, Web and Social Media Manager, SupremeHeadquarters Allied Powers Europe (SHAPE)

INTELLIgENCE, ETHICS AND LAW ENFORCEmENT

11.40 Building Digital Capacity in East Africa and the Westgate Terror Attack• The challenges we face in building digital capacity in developingcountries

• The role of social media during the Westgate Attack• Examples of some recent digital capacity building projects in theHorn of Africa

• A personal account of DSU Jeffery's actions at the scene of theWestgate attack

Detective Superintendent Robert Jeffrey OBE, Head of Intelligence forthe National Counter Terrorism Functions Command, metropolitan Police

12.20 Policing capabilities for a Digital Age• How policing responds to the threats and opportunities presentedby the internet

• The importance of collaboration with industry and academia• Maintaining policing legitimacy and public consentgiles Herdale, Digital Intelligence & Investigation Strategy Lead,National Police Chiefs Council, College of Policing, Home Office

13.00 Networking Lunch

PANEL DEBATE14.00 The Impact of Social media on Open Source Intelligence – Can it Impinge on Human Rights?

• Discussing the argument of liberty versus security • Which is more important? Should the military and law enforcementestablishments forgo the civil liberties of the public for the sake ofprotection

• Is there a need for a change in legislation/regulation?• What is the current state of intelligence gathering in relation tosocial media and is it reliable?

David Tunney, Head of Social Media, European External ActionService Nigel Jones, Freelance Consultant & ResearcherDetective Superintendent Robert Jeffrey OBE, Head of Intelligence forthe National Counter Terrorism Functions Command, metropolitan Police

SOCIAL mEDIA RISK

14.40 Activism and Hacktivism: managing Both Sides of Every Social media Strategy

• Social media isn’t simply another channel for broadcast - its powerand risks are generated in its technologically enabled engagementwith people.

• Understanding upside and downside risk• How should individuals and organisations manage social media riskin a whole organisation context?

Nigel Jones, Freelance Consultant & Researcher

15.20 10 Reasons Why Social media might Be Dead, and Why It Is Not Too Late To Engage

• Is social media dead? How did we miss the train?• How do we reach and engage our target audience in 2016… andbeyond?

• What happened to the social media pioneers like Dell and Coke.What are they doing now?

• If social is dead, what’s next?Fredrik Johnsen, Communication Adviser, Norwegian National Security Authority

16.00 Afternoon Tea

COmmUNICATION & ENgAgEmENT

16.30 Social media Effect on Reporting the media Picture and Soft Powers • Impact social media has had on reporting• Analysis of the pros and cons of mobile platform social mediabroadcasts

• Ramifications for crisis management, catastrophes and war tornareas and how they are represented

• How can we adapt to these changes?Lorna Ward, Strategic Communication Consultant, InternationalConsultancies

17.10 The Secret to Effective Target group Engagement - Who, How and Why? How to find clarity within chaos and build connections in a focusedand effective way• Does social media really make an impact?• Escaping the broadcast trap • Narrowing down the target group and making the connection,case example: "Keeping society safe campaign"

• Integrating paid/owned/earned• Staying one step aheadCaitrionna O'Connor, Global Communications Manager Social Media& Content, Saab

17.50 Chairman’s Closing Remarks and Close of Conference

mARKETINg OPPORTUNITIESAre you interested in promoting your defence services to a targeted industry sector? Smi offer tailored marketing packages so that your

association/publication can gain access to a global market and key decision makers in the defence market. Contact Teri Arri on +44 (0)20 7827 6162 or email tarri@smi-online.co.uk

www.military-socialmedia.com Day Two Friday 20th November 2015

SUPPORTED BY

Workshop Leaders: Nathan Tyler, Head of Digital, British Forces Broadcasting

Service & Tim marshall Former Foreign and Diplomatic Editorfor Sky News

HALF-DAY PRE-CONFERENCE WORKSHOP AWednesday 18th November 2015

Holiday Inn Kensington Forum, London, UK8.30am – 12.30pm

Social media: Content Creation &Delivery in the military Sphere

Workshop overview:An exploration of the role of Social Media in Defence andthe Military, focusing on the creation of shareable content.Up for discussion will be the power of the image, howcomment and analysis can add value to the brand,exploiting social media with techniques such as ‘click-baiting’, the value of content sharing and the role of videoin the conventional military and by ‘the enemy’

Why you should attend:The military is not the easiest sell on social media. Thisworkshop will examine how best the Armed Forces, militaryorganisations and defence contractors can use socialmedia to engage new markets, spread positive messages,exploit new regions, and work with traditional and evolvingnews and content providers.

On the flipside it’ll explore how groups including IslamicState have been able to harness the power of socialmedia. And a look at ‘How not to do it’.

Agenda8.30 Registration and Coffee

9.00 The Use of Image• Why paying attention to copyright is crucial• What works best and where• How to use images to maximise clicks

9.40 The Power of Comment & Analysis• New media does not make everyone an author• How to make your voice heard in the digital jungle• How to create a USP

10.20 Coffee Break

10.50 Click-baiting and Content Sharing• How to write a good headline, post and tweet• Is click-baiting always appropriate• Why your rivals and competitors can also beyour best friends

11.30 The Power of Video • Why video is so important• What makes for 'good' video• How the 'enemy' has learnt to exploit video

12.10 Closing Session - Discussion, Questions and Review

12.30 End of Workshop

About the workshop hosts:Nathan Tyler is the Head of Digital for British ForcesBroadcasting and Forces TV. A career whichstarted as a Picture Editor at Reuters saw himbecome an Executive Producer at Sky News.Recognising the power of new media he laterbecame the Video Content Manager for Sky.www.bfbs.com

Tim marshall was Formerly the Foreign andDiplomatic Editor for Sky News with 25-yearsexperience in reporting conflicts across 35countries. He’s now an author, having mostrecently written the ‘Prisoners of Geography’ andis the editor of International Relations website.www.thewhatandthewhy.com

Organisation Synopsis:The British Forces Broadcasting Service (BFBS) provides radioand television programmes for Her Majesty's Armed Forces,and their dependents worldwide. Editorial control isindependent of the Ministry of Defence and the ArmedForces themselves.

Forces TV is a commercial television channel and websitefunded by SSVC (the charity who oversee the BFBS contractfor the MoD). Launched in 2014, and with unique access tothe military, it has rapidly become the access point for thegeneral public to learn about the Forces Family.

HALF-DAY PRE-CONFERENCE WORKSHOP BWednesday 18th November 2015

Holiday Inn Kensington Forum, London, UK1.30pm – 5.30pm

Building and managing Socialmedia Communities 

Workshop Leader: Andrew morton, Director of Social Engagement, SHRm

Workshop overview:Community Management - the biggest challenge fororganisations as they build their social media presence.This workshop will discuss how organisations take astrategic plan, build their audience, and successfullymonitor, moderate and manage their communities -no matter the platform. Key topics include when/howto engage - what are the challenges within eachparticular platform (Twitter, Facebook, etc.) and howyou build/ prepare your team and your organisation tomeet the needs of a growing community of followerson multiple sites. Additionally, we will address how toaccount for and manage mobile specific platforms.

Agenda13.00 Registration and Coffee

13.30     Building Your Team - What Are The Keys To Preparing Your Team To Be and Stay Engaged

• Examining methods to strategically buildyour business case

• Effectively selecting the right tools toaccomplish your engagement objectives

• Training your team

14.20 managing Your Communities - Successful moderation Is Only One Part Of A Strategic Community management Plan

• We will look at how to foster engagementon all social media platforms

• Assess the impact of mobile andramifications for engagement

• Present how you can foster a uniformaesthetic/message across all platforms

15.10 Coffee Break         

15.30      Building Your Brand - Beyond Your Platforms• Analysing who’s saying what about yourorganisation?

• How to effectively engage and buildadvocates on sites outside of your own

16.20 Practical Exercise / Discussion – Sharing Tools, Ideas and Best Practices   

17.00 Closing Session – Questions, Answers and Review

17.30 End of Workshop              

About the workshop leader:Andrew morton is marketing and PRexecutive who’s led public and privateorganisations to unprecedented levels ofbrand awareness through interactivestrategic communications practices intraditional and new media. Andrew served

over twenty years as an Army Officer in leadershippositions at all levels, and as the lead for the ArmyReserve’s marketing, digital and social media efforts.After his military career he was as an account directorat Purple Strategies leading highly successful digitaland social media campaigns for Fortune 500 clients.Today, he’s the Director of Social Engagement at theSOCIETY FOR HUMAN RESOURCE MANAGEMENT(SHRM) a global HR professional organisation with over275,000 members - recognised as the authority on themost pressing people management issues of today’sglobal workforce. Andrew has lead dozens of seminarson strategic and sustainable social media practicesand has MCed and presented at conferences innumerous countries. He resides in Washington DC andis happy to claim the most important title of all - “Dad.”

SOCIAL mEDIA IN THE DEFENCE & mILITARY Conference: Thursday 19th – Friday 20th November 2015, Holiday Inn Kensington Forum, London, UK Workshops: Wednesday 18th November 2015

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