SMi Group's Social Media within the Military & Defence Sector conference returns to London this November for its third year

1. www.military-socialmedia.com
BOOK BY 28TH JUNE AND SAVE £300 / BOOK BY 30TH SEPTEMBER AND SAVE £100
Register online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
SMi Presents their 3rd annual
Social Media within the Military
and Defence Sector | 2013
20th-21st November 2013, The Marriott Hotel, Regents Park, London, UK
WHY ATTEND THIS EVENT:
• Learn how to harness the global
power of social media, the new
weapon in the online battlefield
• Meet experts from around the world
who shape and influence the social
media landscape
• Hear about the latest social media
platforms shaping the future and
how to use them
• Understand the latest on data
protection, data mining and how to
stay safe from being monitored by
the enemy
• Analyse the most effective way of
using social media platforms in a
military environment
KEYNOTE SPEAKERS:
Pippa Norris, Head of Online Engagement, Directorate of Media
and Communications, Ministry of Defence, UK
Steven Mehringer, Head of Communication Services, Public
Diplomacy Division, NATO HQ
EXPERT SPEAKERS INCLUDE:
Andrew Morton (Lieutenant Colonel Ret’d), Digital and Social
Media Manager, Purple Strategies
Brittany Brown, Social Media Manager, US Army
Denis Hanly, Commandant, Defence Forces Press Officer,
Defence Forces Ireland
Sacha Aizenman, Head of Digital, Ministry of Defence, France
John Manley, Deputy Public Affairs Officer, ISAF
Paul Smyth (Media Ops Specialist and Advisor, UK Ministry of
Defence Ret’d), Senior Consultant, Hill+Knowlton Strategies
Erik Lagersten, Director of Communication and Public Affairs,
Swedish Armed Forces
Ben Harknett, Head of Regional EU Sales & Client Services,
Wildfire Google
Aleem Hossain, Senior Scientist, Multi-Source Intelligence
Exploitation, Defence Science and Technology Laboratory
Dr Joerg Jacobs, Researcher, Bundeswehr Academy for
Information and Communication
REGISTER BY
28TH
JUNE FOR
£300 DISCOUNT &
30TH
SEPTEMBER FOR
£100 DISCOUNT
PLUS TWO INTERACTIVE HALF-DAY PRE-CONFERENCE WORKSHOPS
Tuesday 19th November 2013 • The Marriott Hotel, Regents Park, London
WORKSHOP A
Creating and maintaining a sustainable social
media presence within the defence environment
Andrew Morton (Lieutenant Colonel Ret’d),
Digital and Social Media Manager, Purple Strategies
9.00am – 12.30pm
WORKSHOP B
Integrating social
media with digital strategy
Tim Callington,
Director of Digital, Edelman Digital
1.00pm – 5.30pm

2. Register online at www.military-socialmedia.com • Alternatively fa
8.30 REGISTRATION AND COFFEE
9.00 CHAIRMAN'S OPENING REMARKS
Andrew Morton (Lieutenant Colonel Ret’d), Digital and
Social Media Manager, Purple Strategies
9.10 OPENING KEYNOTE ADDRESS
Raising your game: integrating social media into
“a way of life”
• The law of unintended consequences
• Empowering personnel: advocates and ninjas
• Communities engagement
• Going up the Chain of Command
Pippa Norris, Head of Online Engagement, Directorate of
Media and Communications, Ministry of Defence, UK
MILITARY USE OF SOCIAL MEDIA
9.50 How the U.S. Army uses social media tools
• Learning how you, like the US Army, can balance security
with transparency
• How the US Army finds the content to populate social
media sites
• Learn how many people and how much budget it takes
to operate all the US Army’s official social media sites
Brittany Brown, Social Media Manager,
US Army
10.30 MORNING COFFEE
10.50 SMS campaigns - turning recruits into service members
• The demographics of text messaging - how the recruits
and those who influence them are in the SMS “sweet-
spot”
• How effective Text Messaging Programs can substantially
increase your organization’s ability to turn leads into
service members
• How text messaging campaigns create User-Generated
Content from recruits that further promotes your program
• How can an effective text messaging campaign ensure
recruits are as prepared as they can be for the transition
to military life
Andrew Morton (Lieutenant Colonel Ret’d), Digital and
Social Media Manager, Purple Strategies
EUROPEAN CASE STUDIES
11.30 Social and traditional media - maximising impact in a
complementary mix
• History of use of social media in Irish Defence Forces
• Planning principles
• Social media integrated into communications mix and
plan
• Practical examples
• Lessons learned and take away
Denis Hanly, Commandant, Defence Forces Press Officer,
Defence Forces Ireland
12.10 NETWORKING LUNCH
1.30 Social media monitoring and public affairs - the German
perspective
• Social media as a new channel of communication
• Gossip and facts - the value of social media
• What is going on in the virtual world, and how to analyse it
• Action and reactions in social media
Dr Joerg Jacobs, Researcher, Bundeswehr Academy for
Information and Communication
2.10 How to build engaging social media strategies that enable
durable relationships
• Identifying existing materials
• Using monitoring tools and big data mining
• Gaining knowledge from inside and outside the Ministry
• Building a strong strategy
• Implementing strategy
• Means used to train and increase awareness
Sacha Aizenman, Head of Digital, Ministry of Defence, France
2.50 Applying private successes in social media to the military
and defence industry
• What have the best commercial actors done to reach
their goals?
• What can the military and defence industry learn from
their successes (and mistakes)?
• How do we measure success when we're not selling anything?
Fredrik Johnsen, Communications Advisor, Norwegian
National Security Authority
BIG DATA
3.30 Big-data mining and the monitoring of social media data
• The social media landscape
• Analysis of situational awareness within military operations
• How data monitoring is used to improve engagement,
reputation and early crisis warning
• Leveraging social media using app navigators - Who-Tweet
Aleem Hossain, Senior Scientist, Multi-Source Intelligence
Exploitation, Defence Science and Technology Laboratory
4.10 Afternoon Tea
4.30 Data driven social media engagement
• The importance of being strategic
• Identifying and targeting influencers
• Nurturing advocates
• Measuring outcomes
Robin Hamman, European General Manager, Dachis Group
Europe
PANEL DISCUSSION
5.10 The most effective way of using social media platforms in a
military environment
• Security concerns: differing opinions on OPSEC, PERSEC,
COMMSEC etc and mitigation
• Becoming a social enterprise: how defence/military
organisations are using social media for internal
collaboration; tools and techniques that have worked
• Behaviour and culture change: how to manage and
mitigate divergent approaches and attitudes.
Pippa Norris, Head of Online Engagement, Directorate of
Media and Communications, Ministry of Defence, UK
Brittany Brown, Social Media Manager,
US Army
Andrew Morton (Lieutenant Colonel Ret’d), Digital and
Social Media Manager, Purple Strategies
6.00 CHAIRMAN'S CLOSING REMARKS AND CLOSE OF DAY ONE
DAY ONE l 20TH NOVEMBER 2012 www.military-socialmedia.com
SPONSORSHIP AND EXHIBITION OPPORTUNITIES
SMi 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 discussion specific to your
industry. Should you wish to join the increasing number of
companies benefiting from sponsoring our conferences
please call: Alia Malick Sponsorship Director on
+44 20 7827 6168 or email: amalick@smi-online.co.uk
MARKETING OPPORTUNITIES
Are 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, SMi Marketing on
+44 (0) 207 827 6162, or email: tarri@smi-online.co.uk
WHO SHOULD ATTEND:
• Corporate Affairs
• Communications Director
• Digital Strategy Director
• Marketing Director/Manager
• External Communications
Director/Manager
• Website Director/Manager
• IT Business
Director/Manager/Analyst
• Managing Director
• Commercial Director
• Information Security
Specialist
• Chief of Public Affairs
• Internal Marketing Specialist
• Chief Operating Officer
• Social Media Account
Executive
• Director of Community
Engagement
• Social Media Analyst
• Director of Digital
• Social Media Chief
• Director of Social Media
Software Engineer Leader
• Communications Strategies

3. ax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
Supported by
8.30 RE-REGISTRATION AND COFFEE
9.00 CHAIRMAN'S OPENING REMARKS
Steven Mehringer, Head of Communication Services,
Public Diplomacy Division, NATO HQ
OPENING KEYNOTE ADDRESS
9.10 Online and on-the-air: NATO’s digital outreach
• A multi-platform approach
• Increasing attention and creating engagement
• Why NATO needs social media more than social media
needs NATO
Steven Mehringer, Head of Communication Services,
Public Diplomacy Division, NATO HQ
STRATEGIC SOCIAL MEDIA
9.50 The power of paid, owned and earned media: coordinate all
your social efforts for best results
• How to create highly engaging social properties
• How to increase social engagement and sharing to
amplify your marketing efforts
• Why unifying your paid, owned and earned media will
help you maximize social ROI
Ben Harknett, Head of Regional EU Sales & Client Services,
Wildfire Google
10.30 MORNING COFFEE
10.50 Integrating social media with military digital and content
strategies
• Creating processes and platforms for content sharing and
participation
• The editorial approach: sourcing and creating engaging
content
• Harnessing stakeholders to distribute messages
Tim Callington, Director of Digital,
Edelman Digital
NEW TECHNOLOGY & BEHAVIOURS
11.30 Using social media as a transformed catalyst
• Creating a dialogue with employees and the taxpayer
• Connecting with the Swedish people and potential recruits
• Operating and managing a website including blogs, as
well as Facebook and YouTube channel
• The legislative background to covert monitoring via the
National Defence Radio Establishment
• Data protection and security issues
Erik Lagersten, Director of Communication and Public Affairs,
Swedish Armed Forces
12.10 NETWORKING LUNCH
1.30 Integrating social media into a wider campaign
• Using social media to amplify campaigns
• How social media compliments media relations
• Mobile amplification
Paul Smyth, Senior Consultant,
Hill+Knowlton Strategies/River PR
2.50 AFTERNOON TEA
TERROIST USE OF SOCIAL MEDIA
3.10 The Boston bombings and the hive mind: swarm intelligence
fuelled by social media
• Force multiplying power of social media for information
collection in Boston
• The benefits and limits of real time, citizen-based
crowdsourcing of intelligence during terrorist attacks
• The "Fog of Twitter" as the new normal, and its implications
for governments and the media
• The challenge of social media exhaust and the evolving
adversary
Dan Thompson, Chief, U.S. Army Installation Management
Command Europe
3.50 Non-traditional use of social media in a war zone
• The information battleground
• ISAF Social Media programme overview
• Social media in the battlespace
John Manley, Deputy Public Affairs Officer,
ISAF
4.30 CHAIRMAN’S CLOSING REMARKS AND CLOSE OF CONFERENCE
DAY TWO l 21ST NOVEMBER 2013 www.military-socialmedia.com

4. Workshop Leader:
Andrew Morton (Lieutenant Colonel Ret’d),
Digital and Social Media Manager, Purple Strategies
Overview of workshop
Building Sustainable Social Media - Everyone wants to
be "out there" in the social media space and today's
military organizations are no different. But, in order to
succeed you must have a well thought-out plan that is
resourcedandstrategicallyintegratedintothebroader
communications efforts of your organization. Having a
Facebook page is not a plan - it's a tactic that derives
from one. This workshop will focus on how to be
successful before you even start and then once you
start how to sustain and achieve strategic growth.
Agenda
8.30 Registration and Coffee
9.00 Developing an Enduring Plan - Planning for
Failure and Success within your social media
efforts by taking the necessary steps to prepare
• Understanding your Audience, the right
Tactics and realistic Objectives
• Creating Buy-In Across your Organization -
Selling your program to your leadership
9.50 Building an Enduring Team - Daily Execution
of the Plan - What do you need to make it
possible in terms of personnel?
• “Content is King” and someone has to
create and curate it!
• Managing Content and Maintaining
Platforms - How to do this in a sustainable
way
10.40 Coffee Break
11.00 Creating Strategic Growth - Fostering a
relevant and responsive community that
helps your accomplish your communications
and organizational objectives
• Integrated into all the other pieces of the
communications plan are tactics that
help your grow - strategically
• Measuring and Monitoring Success - You
must be able to measure where you
program is and where it's going
11.50 Practical Exercise / Discussion
- Sharing tools, ideas and best practices
12.30 Close of Workshop
About the workshop host :
Andrew Morton recently transitioned from a 20-year
Army career to Purple Strategies as a Social Media
Campaign Manager and a member of the digital
communications team.
As an Army Officer, Andrew served in numerous
leadership positions leading up to his time as a public
relations officer. He’s worked at the highest levels
serving on multiple deployments, including Iraq as a
senor media relations strategist for General David
Petraeus, Embassy leadership and the Iraqi
Government during the critical period of the “Surge”
in 2007. Andrew was then selected for the Army’s
Training with Civilian Industry (TWI) program and
worked with Mullen Advertising. Most recently,
Andrew has been both the lead for the Army
Reserve’s Marketing and Advertising team and its
digital and social media efforts. He took the 205,000
member organization to the next level in terms of
digital strategy and integration and was recognized
as one of the industry leaders in connecting and
building active online communities that lead to
unprecedented advocacy.
WORKSHOP A
HALF-DAY PRE-CONFERENCE WORKSHOP
Tuesday 19th November 2013
8.30am – 12.30pm
The Marriott Hotel Regents Park, London, UK
Creating and Maintaining a
Sustainable Social Media
Presence within the Defence
Environment

5. Workshop Leader:
Tim Callington,
Director of Digital, Edelman Digital
Overview of workshop
From mobile web browsing to data visualisation - social
technologies are increasingly an integral part of every
digital platform and experience, and an important
driver of innovation online. This means for social media
to be successful for organisations, plans and activities
must be integrated into a wider, content-led digital
strategy to drive participation and sustained
awareness.
This workshop will explore methods for developing
strategy that can enable you to maintain and
manage an integrated presence across digital and
social media platforms for your organisation.
Agenda
1.00 Registration and Coffee
1.30 Welcome and Introductions
1.40 Stakeholder Profiling: The most successful
digital propositions have a common thread -
they are borne out of an in-depth
understanding of community needs and are
guided by strategies that support those
communities, while measurably meeting
organisational objectives.
This session explores why stakeholder and
community planning is important to the
development of your strategy and techniques
you can apply.
2.40 Content Planning: The foundation of any
successful communication programme is not
the platform, channel or technique applied,
but content that meets the needs of the
communities you want to engage.
This session explores how to surface content
within your organisation and create engaging
material in a variety of formats quickly.
3.40 Coffee Break
4.00 Editorial Management: Devising a strategy
and content plan is one thing, but making it
work in practice is another. Determining
resources and management processes is
essential for your strategy to be executed
successfully.
This session explores some of the challenges
and considerations that come into play when
implementing a content and socially-led
digital strategy, and how to address them.
5.00 Discussion session
5.30 Close of Workshop
About the workshop host :
Tim has over ten years professional experience
devising, implementing and managing
communications and digital programmes. He
specialises in helping clients integrate digital and
social technologies and practices into their
organisations, to enhance content creation and
communication. During his career so far he has
worked with clients operating across the corporate,
consumer and business-to-business sectors and in a
wide range of industries, including defence,
technology, media, healthcare, energy, professional
services, consumer brands, telecommunications,
non-profit and government. At Edelman, Tim has
worked with a variety of high profile companies and
organisations, particularly those operating in
complex or highly-regulated industries and multi-
stakeholder environments. These include: The BBC,
HP, Barclays, Shell, Norton, Novartis, Anglo American,
Novo Nordisk, Pfizer, Diageo, Unilever, Mubadala,
BDO, BAE Systems and Aviva on national, regional
and global projects.
WORKSHOP B
HALF-DAY PRE-CONFERENCE WORKSHOP
Tuesday 19th November 2013
1.00pm – 5.30pm
The Marriott Hotel Regents Park, London, UK
Integrating social media
with digital strategy

6. SOCIAL MEDIA WITHIN THE MILITARY AND THE DEFENCE SECTOR
Conference:Wednesday20thandThursday21stNovember2013,TheMarriott Hotel Regents Park, London, UK Workshops:Tuesday19thNovember2013,London,UK
4 WAYS TO REGISTER
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PHONE on +44 (0) 870 9090 711
www.military-socialmedia.com
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