SOCIAL MEDIA IN THE DEFENCE & MILITARY SECTOR 2019

Day One | Wednesday 20th November 2019

8.00 Registration & Coffee

8.50 Chairman’s Opening Remarks

Major Laurence Roche, Press Officer, British Army

OPENING KEYNOTE ADDRESSES

9.00 How to be Great at Digital Communications — The MoD’s digital

journey

• Digital planning and strategy development

• Content, distribution and measurement

• How to engage with your audience on digital and social

• Benchmarking digital performance

• What does digital great look like?

Mr Matthew Clarke, Head of Digital Strategy, UK MoD

9.40 Furthering Community Engagement between High-Level

Leadership and the Public

• Highlighting strategic-level decisions to make them available

and understood by targeted audiences

• Personalizing the message delivered via integrated platforms

• Analysing strategy to increase reach and social engagement

• Gathering intelligence and listening to audience responses

• Maintain audience to shape future engagements

Colonel Paul Haverstick, Acting Director, Defense Media

Activity, Office of the Secretary of Defense (OSD), US DoD

10.20 Holistic Approach to Digital

• Using your website and social media to the greatest effect

• Owned vs earned channels

• Planning for your audiences

• Evaluation

Alex Schillemore, Head of Digital, Royal Navy

11.00 Morning Coffee

SOCIAL MEDIA USE IN INDUSTRY

11.30 Presentation Details to be Confirmed

Lamberto Martinello, Communication Campaigns, Leonardo

EFFECTIVE AUDIENCE ENGAGEMENT

12.10 The Brazilian Army Social Media Strategies• Language to best engage• Max, our AI social media bot• Be different on each social media Lieutenant Colonel Paulo Onofre Silva de Sousa, Coordinator Brazilian Army Social Media, Brazilian Army Public Affairs Centre, Brazilian Army Colonel Heron Clementino de Andrade, Coordinator Brazilian Army Public Affairs Centre, Brazilian Army

12.50 Networking Lunch

13.50 How the Bundeswehr is Employing Social Media to Boost Recruitment in 2019• An insight into the latest developments in the Bundeswehr’s

recruitment strategies• The recruits: the success of the world’s first YouTube series for

recruiting• Chatbots: how we use chatbots for storytelling and recruiting Comissioner Dirk Von Holleben, Press and Information Staff - Bundeswehr Social media, German MoD

2.30 Developing and Maintaining Global Networks• Audiences, Actors and Advocates• Developing Networks• Team of Teams Ric Cole, Director (Military), i3 Gen

3.10 Afternoon Tea

INITIATIVES FOR A GREATER SOCIAL IMPACT

3.40 How the Canadian Armed Forces are Achieving True Social Engagement Through Social Media• Keeping the focus on people: finding an emotional hook• Building connections with domestic and international

audiences• Utilising a wide range of models, platforms and social media

initiatives Lucy Ellis, Communications Advisor, Canadian Department of National Defense

4.20 Lessons from the Enemy: what we can learn from ISIS and how we win hearts and minds in this new age?• What lessons can we learn from the strategy ISIS and other

groups use online• Breaking down the demographic so we know what we want

to achieve with who• Social media as a tool not a silver bullet: how perception

needs backing up Klisman Murati, Director, Pangaea Wire

5.00 Chairman’s Closing Remarks and Close of Day OneMajor Laurence Roche, Press Officer, British Army

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SOCIAL MEDIA IN THE DEFENCE & MILITARY SECTOR 2019

Day Two | Thursday 21st November 2019

8.00 Registration & Coffee

8.50 Chairman’s Opening Remarks Pat O Connor, Managing Director, VRAI

OPENING KEYNOTE ADDRESSES

9.00 Mutual Support Between the PSYOPS and Special Operations Forces• Can PSYOPS be used in support of SOF?• Can SOF be usefully used in support of PSYOPS?• The alternative way: the Italian Solution (Job) Brigadier General Ivan Caruso, Commander, Italian Army Special Forces Command, Italian MoD

9.40 Operationalizing the Science of the Human Domain for Effective Global Engagement - the US Special Operations Forces (SOF) Approach• Leveraging Big & Thick Data to Analyse Human Geography and

Behaviour• How US SOF navigate a kaleidoscope of complex psycho-social

and cultural landscapes• Brief overview of field research and operational examples – stories

from the field• Ongoing Research with USSOCOM, DARPA, and the British Army Lieutenant Colonel Arnel P David, U.S. Special Assistant to the Chief of the General Staff (British Army), US Army Dr Aleksandra Nesic, Visiting Professor , Joint Special Operations University, USSOCOM

10.20 The Australian DoD’s Dynamic Engagement with Global Audiences Over Social Media• Increasing outreach and communication with internal and

external selected audiences• Enhancing engagement with key audiences to increase understanding

of the DoD’s objectives and activities in support of operations• Creating distinguished messaging for both peace-time and

operational social media activities• Enabling effective communication and responses to audience

interaction Colin Anstie, Defence Social Media Hub, Australian Department of Defence*

11.00 Morning Coffee

11.30 Operationalising Social Media• Utility of social media• How social media can change the way wars are fought • Case studies from commemorationWO2 Paul Barnes, SO3 Media Operations, The British Army

ORCHESTRATING SUCCESSFUL STRATEGIES

12.10 Social Media: A Tool for a Component Commander?• As commander of the Navy, the Admiral must make sure his

messages reach the right audiences – how can this be done effectively?

• Are Social Media the right tools to achieve his goals? Does sizematter in this case?

• Highlighting the importance of developing a rigorous strategy andmethodology

Commander Ward De Grieve, Strategic Communications advisor, Belgian Navy

12.50 Networking Lunch

1.50 A Media Challenge: change of command and relocation of a Headquarters during a running operation• What is Operation Atalanta?

• How Atalanta’s Media team dealt with piracy actions

• How was planned the change of command and relocation of a

HQ from a media perspective

• Lesson Learned and Media strategy for Operation Atalanta

Rebecca Dahl, Deputy Spokesperson, EU NAVFOR Operation ATALANTA

2.30 IOM’s Approach to Social Media Operations• Developing a social media strategy to meet the operational

requirements of IOM

• Reacting to live/changing scenarios

• Differentiating material for specific audiences

Luca Lamorte, Social Media Manager, IOM

3.10 The Future of Communications• Digital transformations and the future of communications

• Preparing for AI

• Negotiating an increasingly complicated communications

landscape

• Communications and large scale international organisations

Steven Mehringer, Head of Communications Services, NATO Headquarters

3.50 Afternoon Tea

CRISIS COMMUNICATIONS AND CONDUCTING LIVE OPERATIONS

4.20 Conducting a naval operation in an IRL/Live feed environment (Case study intelligence operation Stockholm archipelago 2014)• Communication strategy

• Media / social reactions

• Controlling the live environment

• Lessons learned

Captain (Naval) Erik Lagersten, Former Director Communication and

Public Affairs, Swedish Armed Forces

5.00 Crisis Communications: Mitigating Cyber Incidents• Crisis Communications: Mitigating Cyber Incidents

• Providing support to counter-adversarial information activity

• Cyber crisis communications best practices

• Case study

Fredrik Johnsen, Communications Advisor, Norwegian National Security Authority

5.40 Chairman’s Closing Remarks and Close of Day Two

Pat O Connor, Managing Director, VRAI

*Subject to Final Confirmation

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

HALF DAY POST CONFERENCE WORKSHOP A Tuesday 19th November 2019

Holiday Inn Kensington Forum, London8:30am - 12.30pm

AUDIENCE ENGAGEMENT THROUGH VIRTUAL REALITY (VR) AND AUGMENTED REALITY (AR)

Workshop Leader: Pat O’Connor, Managing Director, VRAI

Overview of the workshop: Virtual Reality (VR) and Augmented Reality (AR) are providing new ways to engage your audience in a deep and meaningful way. VR can transport your audience to remote environments and experience events that they could only have previously imagined. AR can enhance the physical world around them and allow interaction that was previously impossible.

The research around Generation Z (those born between 1995 & 2005) has clearly shown that they seek experiences over material goods. This generation of potential recruits will no longer accept traditional 2D brochures and videos, they expect to have the opportunity to experience life in your organisation before they ever decide to join.

Social media platforms such as Facebook, Instagram and Snapchat now encourage the use of AR, 360 video and VR content, therefore, professional communicators must be aware of this new technology and how best to use it.Regardless off the medium, the best content stands out and ‘content is king’. Learn how can you utilise VR & AR content and where it can fit into your communication strategy.

Why you should attend?This workshop will provide a forum for discussion on VR & AR, how these innovative technologies can be utilised as part of your communication strategy and how to take those first steps.

Programme:8:30 Registration & Coffee9:00 Workshop Leader’s Opening Remarks9:15 An overview of VR & AR

• The differences between VR & AR• What each technology does best• hardware and software required

10:00 Identifying your use cases – Why VR & AR works for you• Marketing & Recruitment• Internal communications• Training• Culture change & innovation

10:30 Morning Coffee and Networking11:00 Developing your concept

• What is the objective of this communicationcampaign

• Who are you targeting?• What are the key messages?• Will this reach my target audience?

11:45 Content Creation Options• Virtual Reality• Immersive Video• Interactive apps• Augmented Reality

12:15 Create a PR ‘Buzz’ about your VR/AR content• Print media• Broadcast• Social media

12:30 Workshop Leader’s Closing Remarks

About the workshop leader:Pat O’Connor, Managing Director, has 20 years’ in leadership and strategy in the Irish Defence Forces in high threat environments and a track record in innovative communication technology. Pat holds Masters from both UCD Smurfit Business School and Dublin City University. Pat has an award winning track record in innovative communication campaigns including a Siler Lion from the Cannes Festival for gender focused recruitment campaigns.

About the company:VRAI is a B2B virtual and augmented reality (XR) content creation company headquartered in Dublin, Ireland. Our mission is to enable companies around the world to flourish via premium XR products built by the most creative, empowered people. Our vision is to be a global leader in using XR to enhance business functions.

Since foundation in August 2017 we have worked domestically and internationally with a series of high-profile corporations and state agencies, using virtual and augmented reality technologies to enhance their business function. We have delivered XR experiences to the UN in Somalia, ChildFund, an NGO in Vietnam as well as the ESB, the Irish Defence Forces, Kingspan and RCSI.

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HALF DAY POST CONFERENCE WORKSHOP BTuesday 19th November 2019

Holiday Inn Kensington Forum, London13:00pm - 17:00pm

DIGITAL TRANSFORMATION IN GOVERNMENT COMMUNICATIONS

Workshop Leader: Steven Mehringer, Digital Transformation, SME

Overview of the workshop:The continual evolution of the global information environment requires all international organizations and governments to embrace communications change. In this workshop we will focus on the best practices for effective communications, how international entities are managing their digital transformations and the future of communications we all must prepare for including AI, DeepFakes technology, virtual reality and more, in an increasingly complicated communications landscape.

Why you should attend?To join an engaging conversation on the current situation and intriguing developments of government and defense communications. Learn to increase the effectiveness of your communications today and for the future.

Programme:

13:00 Registration

13:15 Opening Remarks and Introductions

13:30 The Single, Simple Key for Effective Communications

14:15 The Right and Wrong Steps Toward Digital Transformation

15:00 Afternoon Tea

15:15 The Future of Communications is Coming Faster Than You Think

16:00 Group Discussion - Surveillance for sale: The crossroads of privacy and government communications

16:45 Closing remarks and Questions

17:00 End of Workshop

About the workshop leader:Steven Mehringer is a recognized thought-leader in government communications with years of experience in digital transformation, media relations, storytelling and communications technology. He has led or participated in multiple SMI events in past years.

Steven most recently served as Head of Communications Services for the Public Diplomacy Division of NATO. He led the organization’s digital transformation into a world-class communications operation. This included NATO’s entire digital content and audio-visual production capacity, the NATO website, NATO’s Broadcast Operations, NATOChannel and NATO’s Social Media.

Before his appointment to NATO in 2010, he served 3.5 years in Iraq as Director of Broadcast Operations at the U.S. Embassy – Baghdad. He designed and built the embassy’s broadcast operations and elevated the message and image of the mission by implementing new communication technologies. His work in Iraq brought the rare recognition of twice being selected for the U.S. Department of State – Meritorious Honor Award. Steven was also honoured by General David Petraeus and Ambassador Ryan Crocker for leading the volunteer effort to rebuild the Iraqi Boy Scouts and Girl Guides program.

Prior to his service in Iraq, Steven worked across the United States for many years as a broadcast Journalist and newscast Producer for NBC, ABC and FOX. His coverage of the U.S. Federal Government shutdown in 1995 won an Emmy Award for KTNV-TV in Las Vegas. He graduated with honours from East Carolina University in 1991, earning a Bachelor of Science Degree in Communication.www.asdevents.com - www.asdevents.com/event.asp?id=21496