SMi Group's 4th annual Social Media within the Defence & Military Sector conference takes place in London this November

1. 2014Marriott Hotel, Regents Park, London, UK
Social Media within
the Defence and
Military sector
17th & 18th
NOV
Adam Waters, Head of Online,
British Forces Broadcasting
Service
Lieutenant Michael Quinn,
Royal Navy Media Plans
Officer, European Union Naval
Force
Chris Stace, Project Officer
Information and Management
and NEC, European Defence
Agency
Dan Thompson, Chief, U.S Army
Installation Management
Command Europe
Captain Kristian Soendergaard,
SME Info Ops & PsyOps,
Department of Joint
Operations, Royal Danish
Defence College
Mika Kalliomaa, Director of
Communications, Finnish
Defence Forces
April Deibert, Program
Manager, CTP Inc - West Africa
Regional Training Center, in
support of the U.S. Department
of State
Dana Manescu, Head of
Sector, Social Media, European
Commission
Rachel Legaspi, Innovation
Hub, NATO ACT
Dan Gabriel, CEO, Applied
Memetics LLC
Liz Azyan, Digital Consultant &
Government Blogger,
LGEOResearch
Erik Lagersten, Director of
Communication, Swedish
Armed Forces
Roy Jacques, Managing
Director, Sysomos
Ruth Powell, Armed Forces
Engagement Manager, Royal
British Legion
Fredrik Johnsen,
Communications Advisor,
Norwegian National Security
Authority
Peter Neumann, Director,
International Center for the
Study of Radicalization and
Political Violence
EXPERT SPEAKERS:
KEYNOTE SPEAKERS:
Cathy Milhoan, Director, U.S Department of
Defence Social Media, Defense Media Activity
Steven Mehringer, Head of Communication
Services, Public Diplomacy DIVISION, NATO HQ
BENEFITS OF ATTENDING:
• Meet the experts from leading militaries
and defence institutions who are shaping
the social media landscape
• Understand the evolving role of social
media in live operations, crisis
communication and open source
intelligence
• Examine the latest cutting edge case
studies into gamification, policy influence
and monitoring live conflicts
• Analyse the latest technological
platforms and how they enhance social
media interaction
SMi present their 4th annual conference on
www.military-socialmedia.com
BOOK BY 18TH JULY 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
PLUS TWO INTERACTIVE HALF-DAY POST-CONFERENCE WORKSHOPS • 19TH NOVEMBER
A: Creating and Maintaining a Sustainable Social
Media Presence within the Defence Environment
08.30 - 12.30
Hosted by: Andrew Morton (Lieutenant Colonel Ret’d),
Director of Social Engagement, SHRM
“Top notch, great speakers and I gained so much!” (Head of Communications) SVPA
B: Strategic Review: Threats and Opportunities in
Social Media
13.00-17.00
Hosted by: Philip Trippenbach, Account Director, Strategic
Innovation, Edelman Digital
Emil Madsen, Digital Planner, Strategy Team, Edelman Digital
#milsocialmedia

2. Social Media within Defence and Military sector
Day One I Monday 17th November 2014 www.military-socialmedia.com
Register online at www.military-socialmedia.com • Alternatively fa
08.00 Registration & Coffee
08.30 Chairman's Opening Remarks
Andrew Morton (Lieutenant Colonel Ret’d), Director of Social
Engagement, SHRM
OPENING ADDRESS
08.40 U.S Department of Defense social media strategy: informing,
educating and entertaining
• Implementing successful social media strategies
• The importance of training personnel on social media platforms
• How the DoD engages with key audiences
• The future of the conversation: new communication tools and
technology
Cathy Milhoan, Director, Department of Defense Social Media,
Media Activity
09.20 Audience Engagement: speaking the language of the
interwebz
• Moving away from outdated phrases like “new media” and
“negative sentiments,” Deibert will discuss how using the current
“language of the Interwebz” is essential to promote diversified
international audience engagement in today’s ever-changing
media landscape. She will examine how private sector social
media trends can potentially be creatively applied to defence
and military sectors.
• Gamification Case Study: Israeli Defence Forces vs. Hamas
• Social Currency Case Study
April Deibert, Program Manager, CTP Inc - West Africa Regional
Training Center, in support of the U.S. Department of State
10.00 Morning coffee
U.K. FORCES
10.40 ‘Apple to Poppy'- A personal journey from Apple Computer
to The Royal British Legion - getting 'the signal above the noise'
• “Conversations start with hello” – emotional engagement
compelling audience connection
• Social Media alchemy – Twitter, LinkedIn and the importance of
authenticity and interaction
• Digital broadcast – MAXRES Facebook group 2 million members –
‘Maximum Respect for British Armer Forces and The Royal British
Legion’
Ruth Powell, Armed Forces Engagement Manager,
Royal British Legion
11.20 Thinking Digitally
• The role and importance of video production
• CASE STUDY: launching British Forces Broadcasting Service
television channel
• Reaching and building audiences
Adam Waters, Head of Online, British Forces Broadcasting Service
PRIVATE DEFENCE INDUSTRY
11.40 Is the aerospace & defence sector homogenous in its application of
social media?
• Outlining the case against the normative application of social
media
• QUANTAS Case study: social media as a tool of crisis monitoring
• Voyager Case study: gauging sentiment
• How AIRBUS engages with social media
Jeremy Greaves, Head of Communications United Kingdom,
AIRBUS Group
12.00 Lockheed Martin use of digital media
• How is Lockheed Martin using digital media to engage with its
myriad audiences?
• Communicating overseas
• Return on investment: how we measure success
John Neilson, Director of Communications, EMEA, Lockheed Martin
12.40 Networking lunch
CASE STUDIES
13.40 Tracking Syrian Foreign Fighters on Social Media
• Socially mediated conflict: the facilitation of real time updates
through social media
• Analysing accounts: Fighters, Disseminator, Inspirers
• What are the implications?
Professor Peter Neumann, Director, International Center for the Study
of Radicalization and Political Violence, King’s College London
14.20 Crisis in Brave New (Media) World
• Complex Crisis Communications in Aviation: Hands-on Examples.
• How Smartphones Have Changed Crisis Communications
• Social Media in Crisis: New Channels, New Rules?
Patrick Meschenmoser, Independent Crisis Communications
Consultant
15.00 Afternoon tea
COMMUNICATION ADVANCEMENTS
15.20 So Social Media is the New Normal: What’s next?
• The rise of HEROes (Highly Empowered & Resourceful Operatives)
within our working environment
• How HEROes and Turning PRO can make a huge difference to
social media communications & management in defence and
militaries everywhere
• The challenge that we must take to protect, empower & unite our
countries
Liz Azyan, Digital Engagement & Social Media Expert, Digital Matchbox
16.00 Campaign strategy: social and traditional media – force multipliers
• Communicators must stop looking at social and traditional media in
isolation
• Social and traditional media: working in conjunction as force
multipliers
• Case study: the iCancer campaign
Dominic Nutt, Director, CNC Ltd
Liz Scarff, Director, Fieldcraft Studios
16.40 Key elements of community management
• How to build traction with your audience
• Making the most of your resources
• Contents promotion: the key lessons
Andrew Morton (Lieutenant Colonel Ret’d), Director of Social
Engagement, SHRM
17.20 Chairman’s Closing Remarks and Close of Day One
SPONSORSHIP OPPORTUNITIES
SMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company's marketing strategy.
Should you wish to join the increasing number of companies benefiting from promoting their business at our conferences please call:
Sadia Malick, Director, on +44 (0)20 7827 6748 or email smalick@smi-online.co.uk
Supported by

3. ax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
Social Media within Defence and Military sector
www.military-socialmedia.com Day Two I Tuesday 18th November 2014
08.00 Registration & Coffee
08.30 Chairman's Opening Remarks
Andrew Morton (Lieutenant Colonel Ret’d), Director of Social
Engagement, SHRM
NATO PERSPECTIVE
08.40 NATO’s digital outreach
• NATO’s new ways of communicating to the world
• Why a multi-platform approach is most effective
• Measuring effectiveness vs. counting followers
• Impact, results and best practices in engaging with multinational
and multilingual audiences
Steven Mehringer, Head of Communication Services, Public
Diplomacy Division, NATO
09.20 NATO ACT Innovation Hub: Collaboration is Key
• Online collaboration and building a community
• Developing a knowledge base
• Social media user training in support of NATO’s goals
Rachel Legaspi, Innovation Hub, NATO ACT
10.00 Morning coffee
EUROPEAN INSTITUTIONS
10.20 European Commission social media strategy
• Outlining the European Commission social media approach
• Informing, engaging and interacting with multinational
audiences
• How the European Commission utilises key platforms
Dana Manescu, Head of Sector, Social Media,
European Commission
11.00 EU Naval Force and Social Media
• A culture change from ‘transmission to a conversation’
• Atalanta Social Media Channels and Website
• Future use
Lieutenant Michael Quinn, Royal Navy Media Plans Officer,
European Union Naval Force
11.40 EU and the Multinational Capability Development Campaign
• The use of social media as a situation awareness sensor
• The EU’s Common Security & Defence Policy operational
context
• The use of social media as a form of open source intelligence
Chris Stace, Project Officer Information and Management and
NEC, European Defence Agency
MINISTRY OF DEFENCE
12.20 Understanding the audience and current social media behaviours
• Target group analysis
• The government and the Military-industrial complex vs. the most
powerful person in the world (aka. Emma age 18)
• Case examples
Erik Lagersten, Director Communication and Public Affairs,
Swedish Armed Forces
13.00 Finnish Defence Forces Social Media strategy
• From Communication Strategy to StratCom
• Engaging with our key audiences
• Co-ordinating efforts across different platforms
Mika Kalliomaa, Director of Communications, Finnish Defence
Forces
13.40 Networking lunch
OPERATIONAL USE OF SOCIAL MEDIA
14.40 Narrative Development in operations
• The story so far: narrative development tool
• Experimenting with narrative lead operations
• Global application: UK MoD to Danish Battalions
Captain Kristian Soendergaard, SME Info Ops & PsyOps,
Department of Joint Operations, Royal Danish Defence College
15.20 Digital influence and social media analytics in denied areas
• Cuba: A look at the USAID ZunZuneo experiment
• Media capacity building and Measures of Effectiveness (MOE) in
Cuba
• Leveraging the politics of Revolution in Venezuela
Dan Gabriel, CEO, Applied Memetics LLC
16.00 The limitations of crowdsourcing social media intelligence
• Compression of response times and crowd lag in an information
attack
• Corruption of data shared within trusted networks to shape
reality
• Unattributable information attacks damaging government
credibility
Dan Thompson, Chief of Public Affairs, Installation Management
Command Europe
16.40 Afternoon tea
FUTURE OF COMMUNICATIONS
17.00 Mining Social Date for Online Sentiments to Aid Decision Making
• What online data is accessible for research purposes and how
do you gain access?
• Objective focussed data exploration – opportunities and
limitations
• Exploring the ‘W’s’ – What, when, why, where and who
Roy Jacques, Managing Director, Sysomos
17.30 Challenges and opportunities with real time communications
• What is real time marketing anyway, and how do we succeed?
• How do we measure success of real time communications?
• What is the future of social media and real time
communications?
Fredrik Johnsen, Communications Advisor, Norwegian National
Security Authority
18.00 Chairman’s Closing Remarks and Close of Day Two
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 on +44 (0)20 7827 6162 or email tarri@smi-online.co.uk

4. 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 resourced and strategically
integrated into the broader 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 Morning coffee
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 is marketing and PR executive
who’s led public and private organizations to
unprecedented levels of brand awareness
through interactive strategic communications
practices in traditional and new media. Andrew
served over twenty years as an Army Officer in
leadership positions at all levels, and as the lead for
the Army Reserve’s marketing, digital and social
media efforts. After his military career he was as an
account director at Purple Strategies leading
highly successful digital and social media
campaigns for Fortune 500 clients. Today, he’s the
Director of Social Engagement at the SOCIETY FOR
HUMAN RESOURCE MANAGEMENT (SHRM) a global
HR professional organization with over 275,000
members- recognized as the authority on the most
pressing people management issues of today’s
global workforce. Andrew has lead dozens of
seminars on strategic and sustainable social media
practices and has MCed and presented at
conferences in numerous countries. He resides in
Washington DC and is happy to claim the most
important title of all - “Dad.”
HALF-DAY POST-CONFERENCE WORKSHOP A
Wednesday 19th November 2014
Marriott Hotel, Regents Park, London
08.30 - 12.30
Creating and Maintaining a Sustainable
Social Media Presence within the
Defence Environment

5. Overview of workshop:
Social media are the locus of an increasing share
of discussion and media activity worldwide. While
this offers opportunities in intelligence gathering
and sentiment assessment, social media are also a
potential communications threat, as issues and
crises there can escalate quickly. How can the
defence/intelligence community best prepare to
take advantage of the capabilities afforded by
social media?
Why you should attend:
• Gain an understanding of potential
threats/opportunities inherent in social media
• Applied social media listening/intelligence
gathering
• Workflow and governance for effective social
media participation (rules of engagement)
• Global/regional/local dimensions of social
media interaction
Agenda:
13.00 Registration and coffee
13.30 Social media: threats and opportunities
14.30 Regional/Local aspects of social
media participation
15.00 Afternoon tea
15.20 Rules of engagement: how and when to
participate in social media discussion
15.50 Issues and Crisis management: how to
protect your organization’s image online
16.20 Active operations: using social media to
reach the people you need to reach
17.00 Close of Workshop
About the workshop leaders:
Philip Trippenbach develops editorial and content
strategy, focused on interactive digital innovation
and new platforms. Philip applies his strong editorial
background as a journalist, game designer, and
producer to digital communications projects for
clients including Anglo American, Aviva, Qualcomm,
Rolls-Royce, Shell and Xbox.
Emil Madsen helps companies achieve success in
the digital and social spheres, drawing on
experience from working as a strategist in the US, the
UK and in Europe. Emil applies a ‘using truth to make
decisions’ approach to his digital planning and
concept development work, developing digital
strategies for brands such as Xbox, Nestle and Disney.
About Edelman:
Edelman is the world’s largest independent Public
Relations Agency, with over 4,800 people in 67
offices worldwide. We provide strategic thinking
and deliver high-impact campaigns, across the full
spectrum of communications. Edelman Digital is a
network of digital professionals expert in using digital
communications tools to affect what people think,
feel and do. We work on the biggest campaigns for
the world’s leading organizations and brands.
HALF-DAY POST-CONFERENCE WORKSHOP B
Wednesday 19th November 2014
Marriott Hotel, Regents Park, London
13.00 - 17.00
Strategic Review: Threats and
Opportunities in Social Media

6. SOCIAL MEDIA WITHIN DEFENCE AND MILITARY SECTOR
Conference: 17th & 18th November 2014 | Marriott Regents Park Hotel | London, UK Workshop: 19th November 2014, London
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