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Monday, May 27, 2013 – Pre-Forum Workshops
09:00 - 16:30 Workshop 1: Beyond Awareness: Creating Social Marketing Campaigns that Change Attitudes and Behaviour
Jim Mintz | Managing Partner, Centre of Excellence for Public Sector Marketing
They know about us, who cares if they don’t buy from us? Can you imagine any company ever saying this? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. In other words, they would not be satisfied with that answer.
So if the private sector won’t settle for awareness-building only, why do we in the public and the not-for-profit sectors continue to run campaigns that create awareness but don’t deliver the ultimate results of changing attitudes and behaviours?
It’s time to go beyond awareness and start using persuasive strategies like social marketing.
In this tough economy it’s important to ensure maximum impact for our marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated. This workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours. You will learn:
- How to use a step-by-step structured approach to prepare a social marketing plan: that is actionable; has maximum impact and leads to successful implementation;
- How to present and “sell” your social marketing strategy to management;
- How to implement a social marketing program on a very tight budget and still have maximum impact on changing attitudes and behaviours;
- How to monitor and evaluate your outputs, outcomes and impacts;
- How social marketing gives you a single approach: for mobilizing communities; influencing the media; advocating key stakeholders and building strategic alliances with business.
The Workbook (included) guides you through the process for creating your own Customized Social Marketing Action Plan.
09:00 - 16:30 Workshop 2: Strategic Social Media Engagement
Mike Kujawski | Vice-President, Strategic Marketing and Digital Engagement, Centre of Excellence for Public Sector Marketing
The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners - is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This popular workshop is has been designed to provide a practical, strategic approach to engaging on social media channels. No prior experience is necessary.
What will you learn?
- An understanding of the foundational elements of web 2.0, social media, and related terms
- The latest internet usage statistics and social media user segmentation
- The latest definitions, statistics and potential uses of blogs, microblogs, podcasts, wikis, etc.
- The crucial organizational culture changes that are required for widespread adoption
- How to set realistic digital engagement objectives that are aligned with your organizational strategy
- How to monitor social media channels to provide you with crucial business intelligence
- How to drastically build up your web presence/digital footprint (i.e. dominate search results)
- How to establish relations with influential online content creators in your industry
- How to measure performance of your digital engagement activities
- How to mitigate potential risks and threats such as privacy and security of information
- How leverage the wisdom of the crowd by “crowdsourcing” certain elements of your job
- How to save a considerable amount of money by using free, web-based applications
- How to improve the efficiency of your internal processes by using collaborative tools
- How to stay well ahead of the curve at all times through participation in online communities
- How others are working around and/or within various government policies and acts
- The latest examples of effective social media adoption
- How to develop a strategic framework for your next social media engagement initiative
09:00 - 16:30 Workshop 3: Partnership Marketing: Engaging the Corporate Sector in Marketing Communications and Outreach Initiatives
Bernie Colterman | Managing Partner | Centre of Excellence for Public Sector Marketing
Partnerships have emerged as a core business strategy for any government organization that wants to leverage resources and deliver targeted and sustained messages to audiences. This workshop is ideal for government organizations that want to explore corporate engagement as a means of reducing program / service delivery costs and building reach and capacity for their campaigns or initiatives. This advanced-level educational program will present case studies and best practices that will help you establish a strategic direction for your corporate partnership initiatives and lead you through a step-by-step process for identifying and prioritizing partnering opportunities, negotiating, managing and demonstrating the value of your partnering arrangements. The course Work Book will guide you through the development of your own plan.
What you will learn:
- Use partnerships to leverage resources and increase reach and impact
- Make the shift from tactical to strategic partnerships
- Plan your partnering program using a proven Partnership Model
- Set realistic and measurable partnership objectives
- Identify and prioritize potential partners
- Develop compelling partner proposals
- Prospect and build rapport with potential partners
- Negotiate and develop win / win partnership agreements
- Activate and manage partnerships
- Measure the value and impact of your partnering arrangements
- Develop Departmental Partnership Guidelines
- Sell partnering initiatives in a risk-adverse environment
09:00 - 16:30 Workshop 4: The Communications Engagement Continuum: Structuring your communications from information sharing to collaboration
Communications and engagement are becoming ever more complex in terms of their purpose, stakeholder diversity, required messaging, and myriad communications mediums. There exists an ever-broadening array of communications and engagement approaches, methodologies and tools to deliver on these ever-increasing complex requirements.
Many times, the chosen approach is reflex, done before, what management suggests or what complies with the current technology infrastructure and is not based on a strategic, methodical analysis of what truly responds to the objectives for the engagement.
A structured process is required to help align the approach, methodology and tools with the documented objectives and target audience. The Communications Engagement Continuum provides a clear path to make informed choices for meaningful interactions.
The workshop will focus on:
- Current trends and realities of communicating, consulting and engaging with your clients and stakeholders in Canada
- Providing an overview of online consultation/engagement and business media tools available today
- Consultation and engagement principles (why you want to engage, the objectives, the audience, the outcomes)
- Choosing appropriate mechanisms with a focus on online tools
- The multitude of considerations for the online world (content, people, recruitment, complexity, synchronous vs. asynchronous, etc.)
At the conclusion of the workshop, participants will:
- Change the way they approach online and offline engagement
- Understand the full engagement continuum, from sharing information to joint decision-making
- Learn a structured process to develop an engagement program for diverse audiences
- Have been exposed to useful simulations to apply tools and concepts in a hands-on way
- Understand how social media and business media can be used in complimentary ways to achieve online collaboration
- Learn how to achieve objectives while managing risk
- Become confident agents of change in driving better stakeholder engagement
Tuesday, May 28, 2013 – Annual Forum Day 1
07:45 – 08:45 Registration and Visit Trade Show
08:45 – 09:00 Opening Remarks
09:00 - 10:00 Opening Keynote: The Adaptation Imperative
Julien Smith | New York Times bestselling author and entrepreneurJulien Smith is the bestselling author of Trust Agents (with Chris Brogan) a New York Times and Wall Street Journal bestseller. They later co-authored another best-seller The Impact Equation: Are You Making Things Happen or Just Making Noise? His most recent bestseller, The Flinch, has over 100,000 copies distributed and Seth Godin called it “a surprise, a confrontation, a book that will push you, scare you and possibly stick with you for years to come.” Julien has been an author, a professional voice actor and radio broadcaster, a consultant and speaker at some of the largest corporations in the world. Smith’s work focuses onadaptation and change, but not the “think out of the box” clichés that most organizations embrace. Instead, his work draws from a deep study of the adaptive ability of the human body, as well as evolution, biomimicry, and an observation of nature. In the web’s increasingly dense and competitive marketplace, Julien’s work on how to stand out, change yourself, and do what is necessary has been embraced by many. His blog regularly receives half a million unique visitors each month and has been praised by the likes of Daniel Pink and Tony Robbins.
10:00 – 10:25 Health Break and Networking
10:30 - 11:45 Session 1: Top 10 Branding Lessons from the Private Sector
Tammy Scott | Director, Communications and Arts Promotion, Canada Council for the ArtsBranding is a topic that transcends all sectors and organizations. I will feature examples to help illustrate the “top 10 lessons” from all sectors, and from all over the world. I bring both private and public sector perspectives, and have been involved with numerous non-profit organizations, such as Rethink Breast Cancer Foundation, and Big Brothers and Sisters Canada. I think that because the private sector has been investing in brand-building for longer, there are some important lessons we can all learn from. I would like to share my own “lessons learned” in the presentation, and use examples from all sectors.
- Better define your brand in an environment of constant change
- Build integrated marketing communications that start with “the big idea”, and challenge the old models
- Demonstrate results in the short and long terms
10:30 - 11:45 Session 2: Engaging Youth Online: Lessons Learned from the Front Lines
- How to harness current youth trends in social media and mobile usage.
- How to use various technologies, services, and practices that can be implemented in order to better engage youth.
- How to cultivate organizational “tech culture” in order to support effective youth engagement.
10:30 - 11:45 Session 3: I Don’t Get No Respect: Building Credibility for the Marketing Function (and Your Career) in your Organization
Bernie Colterman | Managing Partner, CEPSMIn many organizations, marketing plays a secondary role behind finance, hr, pr, operations, sales and other perceived more "necessary" functions. And often, people responsible for marketing fall into a subordinate role by unintentionally reinforcing their position as the "branding and brochure people". This session will focus on six (6) key steps any marketer must take to shift perceptions of marketing (and their job) from a "cost centre" to a strategic, vital function within the organization. What you will learn:
- How to shift the perception of marketing from a "soft" function to a highly valued strategic organizational function;
- How to play a leadership (Change Agent) role in creating a marketing-centric organization;
- How to build your reputation and career as a strategic asset that deserves a seat at the senior management table.
10:30 - 11:45 Session 4: Demographics and Destiny: Implications of Canada’s Changing Population on Marketing Success
Doug Norris | Senior Vice President and Chief Demographer, Environics AnalyticsForget about the Beaver Cleaver family of the 1950s. Canada’s population today is older, more culturally diverse and increasingly concentrated in large markets, according to the 2011 Census. And over the next two decades, seniors and visible minorities will account for the most growth. With the first release of the National Household Survey occurring just before MARCOM, this presentation offers attendees expert analysis of the latest demographic trends and their potential impact on programs and services, fundraising and other marketing activities. The session will include practical examples of how marketers can adapt their strategies to align with Canada’s changing demographics.
- View Canada’s changing demographics as a marketing opportunity
- Analyze the impact of demographics on your own programs and services
- Use demographic data to better craft your marketing and media messages to connect with constituents
11:45 – 13:00 Lunch
13:00 - 14:15 Session 1: Increasing Reach and Impact through Innovative Partnership and Engagement Strategies at a Community Level
Rob Wilkinson | Coordinator, Safe Roads Ottawa Program, City of OttawaSafer Roads Ottawa (SRO) is a partnership between Ottawa Fire Services, Ottawa Paramedic Service, Ottawa Police Service, Ottawa Public Health and the Public Works Department. SRO works with, engages and invests in community road safety partners including; CAA North and East Ontario, Citizens for Safe Cycling, Club Optimiste Vanier, Green Communities Canada, M.A.D.D. Ottawa, Ottawa Safety Council, Society of Ottawa Area Riders, PARTY Program, Transport Canada, Walk Ottawa and Young Drivers Canada. The presentation will focus on the new delivery model for the Safer Roads Ottawa program which has moved away from the traditional large scale and expensive awareness campaigns to social media and community focused ones. Although the examples will be focused on road safety, the concept of our stakeholder relations and community engagement strategies are transferable to all audiences and sectors of the community.
- New and dynamic community / stakeholder engagement strategies
- How to maximize your advertising budgets using social media
13:00 - 14:15 Session 2: Effective Advocacy: Bridging the Cultural Chasm
Corrie Adolph | Owner, Consultant, Trainer, Global Village InterculturalMany good programs and organizations rely on government funding or approval. Success at advocating your organization, department, or agenda to decision makers is increasingly difficult in the current budgetary environment. This session will teach learners how to apply basic intercultural concepts to the political/policy/advocacy process and to adapt their proposals and key messages to that of the decision makers’ organizational and ideological “culture.”
- Understand basic intercultural concepts and apply to political advocacy
- Recognize organizational cultural differences and find shared values
- Adapt proposals and key messages to ensure funding/policy proposals and key messages are “culturally” sensitive (example: learn to speak the “right” language for a “left” agenda)
13:00 - 14:15 Session 3: Difference Makers: How a focus on Customer Experience delivers on your brand promise and business results
Lyndon Carlson | Senior VP, Marketing, Farm Credit CanadaAn engaging and passionate marketing exec, Lyndon will share with you the difference makers to fulfilling your brand promise while achieving tangible results. The secret lies with you, your creativity and your connection to customers. Come and learn the key elements of branding and strategies for doing business in a time when reputation and realizing positive business results are all-important.
- Marketing ideas to give your organization a competitive advantage
- Fulfilling your brand promise through a commitment to the employee and customer experience
- Brand and reputation are one
13:00 - 14:15 Session 4: The Changing Media Model: Trends and Integration of Media Platforms, Mobile and Tablet
14:15 – 14:30 Health Break
14:30 – 15:30 Peer-2-Peer Case Study and Marketing Campaign Roundtables [Sponsored by Intersol Group]
[Choose 1 on site]
Table 1. Research as a tool for change: A CAPACOA case study
Inga Petri, President, Strategic Moves, President MRIA Ottawa | Frédéric Julien, Project Manager, Canadian Arts Presenting Association
This session will explore practical applications of various research methods and how they can be used in decision-making and change management in organizations. We will present and discuss an advanced research and decision-making framework that works well when change is an intrinsic requirement for future actions. We will illustrate the researcher, facilitator, communicator and change agent roles through The Value of Presenting: A Study of Performing Arts Presentation in Canada. Completed in spring 2013, this large-scale project for Canada’s performing arts presenting networks identifies, builds deeper understanding and communicates the value and benefits of performing arts presentation for all Canadians.
Table 2. An evidence based approach to social media communications, assessment and planning
John Crockett, CMRP, Vice President of Digital Innovation & Data Management, Environics Research Group
Mike Cottingham, Web Communications Specialist, Public Affairs Branch, Canadian Food Inspection Agency
In Fall 2012, the Canadian Food Inspection Agency (CFIA) sought to ascertain a deeper understanding of its stakeholder audiences within social media – but found that the breadth and depth of their mandate made it challenging to develop a comprehensive view of their many stakeholders. By leveraging an evidence based approach, CFIA was able to observe and classify many of their key stakeholders’ social media activities and help determine social media engagement opportunities. In this presentation, CFIA and Environics will share learning from this approach that can be applied to any organization seeking to better understand how their audiences behave on social media.
Table 3. “Gamify” Your Work – Creativity Tools & Techniques
Christina Flavell, Director of Marketing Strategy, Banfield-Seguin
Without question, creativity can help professionals inspire, influence and act. In this session, we will discuss emerging tools and techniques for fostering creativity in order to engender positive organizational change. New approaches such as “gamification” – applying game elements including rules, achievements levels and rewards to professional situations – have been shown significantly benefit individuals and organizations. We will discuss specific ways to successfully apply creativity tools and techniques, even in traditionally “non-creative” work environments.
Table 4. The Basics About Making News: 7 Simple but Powerful PR Tips for Non-profits and Associations
Catherine Fortin LeFaivre, Communications Advisor, House of Commons Administration
Implementing a well prepared public relations strategy that is in line with a solid marketing plan can be a powerful and cost-effective way for any organization to reach its business objectives. Yet, many non-profits and associations fail to capitalize on PR opportunities, perhaps out of fear of dealing with the media, or maybe because they misunderstand their organization’s potential as newsmakers. While it’s true that effective public relations often requires the guidance of experienced strategists, understanding the basics will give your organization a chance to become a proactive newsmaker, regardless of your marketing budget. During this roundtable, we’ll talk about some simple but powerful PR tips aimed at non-profits and associations and we’ll discuss how they can advance your marketing goals.
Table 5. “Not What You Thought” Canadian Diabetes Association Campaign
Bryan Tenenhouse, Creative Director, Stephen Thomas
This campaign used innovative youth-based research to inspire the development of a new sub-brand for the Canadian Diabetes Association called “Not What You Thought” to motivate young people to take sugar out of their diet and live a healthier lifestyle while educating them about the foods that have sugar they might not be aware of. The campaign included television, web design & development, and a comprehensive social media / communications / content strategy.
Table 6. Online Communications During a Crisis
Mark Hudson, Director, UniForge
This session will examine ways to prepare and position your organization to deal with a crisis or emergency through online mediums. Discussion will include looking at the importance of influencing online conversations through the Web and social media channels. An understanding of online behaviours during emergencies or crises can help communicators and marketers understand how to effectively reach their audiences. One will also appreciate the importance of strengthening an organization’s connection and relationship with their audiences by helping them gain an evidence-based understanding of the issues and correct misinformation that is too-often disseminated through online networks.
Table 7. Where Beats Meet Tweets – Media Monitoring in the Social Era
Jim Donnelly, Director of Content, MediaMiser
The borders between traditional media (radio, TV, newspapers, magazines) and social media (blogs, Facebook, Twitter etc.) are becoming increasingly blurry. We’re socially sharing and commenting on mainstream news stories, and journalists are bringing stories that emerge on Twitter to the 5 o’clock news. As communications professionals, we not only need to understand how to operate in this integrated new media world, but also how to properly measure our impact within it.Learn more about:
- How to effectively leverage social media channels to reach journalists and disseminate key messages
- How social media influences the traditional media and vice versa
- Why monitoring, measurement and analysis of social and traditional media requires an integrated approach
- What kinds of insights can be gained from this type of combined analysis
Table 8. Fortunes and Follies of Online Engagement: How to drive meaningful participation with stakeholders online
Marc Vallois, Senior Consultant and Facilitator, Intersol Group
Eric Collard, Online Engagement and Social Media Specialist, Intersol Group
Our clients regularly approach us seeking advice about how to engage with their clients and stakeholders in a meaningful way online. There are many considerations beyond choosing an online tool; including the format and content of information, recruiting participants, keeping loyal participants engaged, synchronous vs. asynchronous and the use of social media. Intersol will share client conversations and strategies required to make the shift from face-to-face public participation to meaningful online engagement.
Table 9. Key Issues and Challenges in Public Sector Branding
Josef Jurkovic, Founding Partner and Director
The Centre for Excellence in Communications
This session will focus on some of the key questions all public sector organizations need to discuss before committing to a branding process. Is branding possible for governments and public sector organizations? What are the key branding challenges and issues faced by federal, provincial or municipal governments? What lessons can the public sector learn from commercial branding and from the past branding experiences in the public sector?
15:30 – 16:45 MARCOM Community Networking Reception [Sponsored by Stephen Thomas Ltd.]
Wednesday, May 29, 2013 – Annual Forum Day 2
07:45 – 08:45 Registration and Visit Trade Show
08:45 – 09:00 Opening Remarks
09:00 - 10:15 Opening Plenary Panel: 7 Truths about Change
HOST: Dawna MacLean | Change Agent, Dawna MacLean Consulting
George Weber, President & CEO, Royal Ottawa Health Care Group
François Morissette, Director, Corporate Web, Human Resources and Skills Development Canada
Ondina Love, Executive Director, Canadian Dental Hygienists Association
There are universal truths about change that you can draw from whether you are setting a new direction, driving innovation or transforming tradition. Join us for a provocative discussion that will illustrate how to remove threats and make change more inclusive, we will discuss how to get started and the relevance of a clear destination. We will examine the need to embrace failure and make it part of your success journey. Learn why meaningful change must foster intimacy, promote interactivity, ensure inclusion and be transparent about intent.
10:15 – 10:30 Health Break
10:30 – 11:45 Change World Café – Plenary Workshop in Roundtable Format [Sponsored by Intersol Group]
Host: Dawna MacLean will help us move from the plenary to a working format.Facilitators from Intersol Group and our Advisory Committee will lead each tableJoin us for an open, creative conversation about Change. What needs to change to enrich marketing communications? What barriers inhibit the change you want to see? What do I need to lead change? Our collective knowledge, ideas and insights will help us gain a deeper understanding about how to lead and embrace meaningful change.
11:45 – 13:00 Lunch
13:00 - 14:15 Session 1: Two Social Marketing Case Studies:
Helping Northern Youth make Healthy Choices through Social Marketing
Leanne Tait, MBA, ABC | President and Director of Consulting, Tait Communications and Consulting Inc.Rates of suicide, smoking, and substance abuse among northern aboriginal youth far outpace Canadian rates. Working for Department of Health and Social Services, and in partnership with communities, we have taken innovative social marketing approaches, social media, and electronic platforms to successfully reach youth in the NWT. Campaigns have created high interest, high engagement, and resulted in measurable changes in behaviour. Two award-winning case studies will be presented: “Don’t be a Butthead” (anti-smoking campaign) and “My Voice/My Choice” (substance abuse campaign). Attendees will learn:
- How to engage a youth audience to “own the message”
- How an effective campaign can be redeveloped and refreshed for a social media platform
- How to gain credibility with youth
The Value of Dialogue in Changing Immunization Beliefs – A First Nations and Inuit Case Study
- How encouraging dialogue between influencers and the decision makers is an important element in the marketing mix when targeting First Nations and Inuit populations
- How collaboration with regional stakeholders can help develop a consistent national campaign and leads to greater uptake of campaign resources
- How to leverage social media and how to measure social media effectively with First Nations populations
- How to consider best practices and lessons learned when trying to conceive marketing tactics that go beyond advertising
13:00 - 14:15 Session 2: How I Became a Change Agent during my Years in the Public Service
Jim Mintz | Managing Partner, Centre of Excellence for Public Sector MarketingMany public sector marketers and communicators want to change the way their organizations work. These changes can take many forms. Some want to fix a process or change/eliminate counterproductive rules. Others may wish to shoot for more ambitious goals that require a change of culture. Jim Mintz spent many years in the public service and he and his team were known as an innovators in the areas of marketing and communications. Jim will share his experiences, working in the public sector and will describe how he and his team became agents of change in marketing (including social marketing), private sector partnerships and the early years of the internet. He will also present his 10 Rules that need to be followed to be a change agent in government.
13:00 - 14:15 Session 3: Gamification: Silly Fad or Important Trend for Marketers?
Mike Kujawski | VP Strategic Marketing and Digital Engagement, Centre of Excellence for Public Sector MarketingGamification refers to the integration of game dynamics into a service, community, content or campaign, in order to drive engagement and participation. The technique can be useful to encourage people to perform tasks that they generally considered boring, such as completing reviews, filling out tax forms , driving efficiently or tracking caloric intake. In 2010, organizations spent barely $100 million on gamification, the early days of the trend. However with the emergence of social media, mobility and cloud technologies the gamification industry is expected to touch $2.8 billion by 2016. A major driver of this is the use of gamification to influence behaviour surrounding health and environmental issues. The private sector is catching on, however where are the public and not-for profit sectors in all of this? In his presentation Mike will cover the basics behind gamification along with the latest trends, statistics and examples from around the globe. Critical viewpoints will be presented as well so that participants can decide on their own if this is indeed a trend or just a silly fad.
13:00 - 14:15 Session 4: The Importance of Internal Communications and Employee Engagement in Times of Change and Transition
Josef Jurkovic | Director and Co-Founder, The Centre for Excellence in CommunicationsChange has become a constant in most working environments. Organizations, whether in the public, private or voluntary sector, increasingly find themselves in continuing states of complex change. And, the need to effectively and quickly communicate about change has for many managers and supervisors become a regular part of their organizational responsibilities. Most managers and supervisors rely on communicators to help them identify and use a range of tools, techniques and approaches to articulate, build and sustain support for organizational change. This session will enable participants to help their organizations to strategically integrate employee engagement and internal communications to communicate successfully about change while building sustainable support.
14:15 – 14:30 Health Break
14:30 - 15:45 Session 1: Moving from Crisis Mode to Leadership in Youth Safety: A Scouts Canada Case Study
J Anderson | Vice-Chair, Strategic, Scouts Canada Board of GovernorsScouts Canada is one of the nation's leading youth-serving agencies, with over 100,000 members across Canada. In 2011 and 2012, its child and youth safety standards came under scrutiny in the national news with coverage of a series of historical cases of abuse that occurred under the organization’s watch. In this session, you’ll learn how Scouts Canada got ahead of the communications crisis with an integrated strategy that included facing the issues of the past and addressing them publicly with honesty and transparency, drawing upon expert knowledge to enhance its Child and Youth Safety policies, and leading fellow youth serving agencies to advocate for improvements to Canada’s child and youth safety net.
14:30 - 15:45 Session 2: The Power of Visual Explanations: Infographics Explained
Heather Watt-Kapitain | Managing Principal, KAP DesignWith so much information competing for the attention of your audience, you need your message to stand out and communicate efficiently. Participants will learn why we should tell our stories with visual explanations. Go beyond bar graphs and pie charts and learn how visuals can be used to explain a service, ideas, process, organizational structure, chronology, relationships and more. Armed with your new-found knowledge of what infographics are and why they have become so popular you’ll take an idea you’ve had trouble explaining and learn how to create an infographic. Selections will be shared and discussed so you walk away with a concrete new tool you can use as part of your content marketing strategy.
- Better explain your organization, service and knowledge with infographics
- Understand the components of an effective visual explanation
- Learn how to include infographics in your content marketing
14:30 - 15:45 Session 3: 50 Shades of Smell: the Subjectiveness of Relationships
- Best practices to employ when managing key relationships;
- What an organization must do to manage the variables it controls that impact the organization every day;
- How to manage relationships to differentiate organizations from competitors;
- How to manage relationships to ensure the long-term success of an organization.
14:30 - 15:45 Session 4: Crowdsourcing: Everyone Can Do It!
Adrian Cloete | Communications Manager, HRSDCParticipants will learn how to follow a strategic road map to determine if Crowd-sourcing can best meet their organizational goals. Lessons learned will be explored through a large department’s pioneering forays into Open Dialogue projects in support of the Government of Canada’s new Open Government strategy, specifically, the first-ever crowd-sourcing project for Social Finance ideasthat is breaking all records for pick-up on Twitter, and a national Federal-Provincial-Territorial video contest on YouTube aimed at engaging high-school and college students to create videos about workplace safety.
- Think critically to ensure a crowd-sourced approach is the best way to proceed
- Plan and implement a crowd-sourcing project with limited resources
- Leverage social media channels to increase success
- Measure the impact of the project through a paradigm-shifting framework
15:45 - 16:30 Closing Keynote: The Catalyst Within: Become an Agent for Change
Stuart Hickox | President and Founder, One Change
Inspiring anecdotes and observations from the hard-knock road of establishing an NGO that mobilized thousands to reach millions with empowering messages of action.