International Business Review presents

THE PUBLIC SECTORS’:

WEB 3.0 AND THE FUTURE
OF SOCIAL MEDIA
Investigating future public sector opportunity with the global pioneers
25th-27th October 2010, The Rydges Lakeside Hotel, Canberra
This cutting edge conference presents a unique opportunity for Australia’s
Public Sector to gain insight into the evolution of the web, hear from the REGISTER 2
global visionaries to investigate: & GET 2
Web 3.0’s profound effect on information, analysis and insight and its impact FREE!
on the public sector
The future of social media – hear from the most visited worldwide networks on what the
future holds for public sector communication under the new information environment
The impact and opportunity for public sector communicators, strategists and policy
teams– ensure you’re prepared to apply the new tools

GLOBAL EXPERTS INCLUDE

We have gathered experts who are pursuing break
through digital possibilities-\globally across
the public sector and voluntary organisations,, including:::
Michael Kordahi Karen Stocks Dr Nicholas Gruen Rebekah Horne Alex Aiken
Tamara Knetchal Director of
Head of Media
Developer Solutions, Chair Gov 2.0 Be everywhere TV Communications &
taskforce & International Creators of Guinness Strategy, Westminster City
Evangelist, YouTube & Display for Vice-president, Council and National
Google Australia & CEO Lateral World Record setting Secretary
Microsoft Economics Myspace
New Zealand #beatcancer LGcommunications (UK)

Nick Bolton Janice R. Nall Rachel Cook Senator Kate Lundy Simon Sheikh Hamish McCardle
General Manager, Director, Division of GetUp! Action Superintendent
Founder for Australia Police National
Viocorp eHealth Marketing, Minti.com
CDC, USA Headquarters
Wellington, NZ
Paul Storey Laurel Papworth Jane-Reid Pia Waugh Karen Sims
Darren Sharp
Director Stakeholder Manager
Liaison and Strategic Expert Public Sector (Marketing & ICT Policy Advisor Manager,
Communications, Digital Strategist. Social Media Communication) Office of Senator The Parents Jury
Darren Sharp Department of Kate Lundy
Department Strategist Transport
of Health Consulting and Main Roads
Guy J Carvalho Craig Thomler Paul Borrod Julian Peterson Mark Higginson Professor Anne Fitzgerald
CEO, BrandAide Vice President, Marketing and
Gov 2.0 Innovator Facebook Director of Analytics, QUT Law Faculty
Communications & and author of the Online Director, Online Division,
Australia (invited)
notgoodenough.org eGovAU blog Time Out, Sydney The Nielsen Company

Brian Giesen Moensie Rossier

Head of Planning,
Director
Digital Strategy, GPY&R Plus many more to be announced!
Ogilvy Public
Relations Worldwide

PRESENTING REAL OPPORTUNITIES FOR THE PUBLIC SECTOR TO TAKE THE LEAD IN DIGITAL COMMUNICATION
Master class sessions : 25th October 2010
Morning boot camp Investigating the new tools and social media applications to apply now!

Afternoon boot camp Managing complexity and obstacles in future communication – developing social media recovery strategies

Discounted early bird booking price until 31st July – save $ 800
 Semantic web and web 3.0
is the future – grasp it now

What are the web 3.0 Public Sector opportunities?

About the conference

Web 3.0 is the next step in the evolution of the internet. New technologies collectively known as Web 3.0 are already providing a
momentous opportunity to organisations. The emerging tools are having a profound impact on information – and will in turn shape the
development of social media and communications. It’s critical to now assess what has been achieved within the public sector in the
web 2.0 environment and how web 3.0 looks set to radically transform Government communication. Web 3.0’s emergence, also known
as the semantic web, will be fully explored, debated and dissected at this 2-day forum. Gathering the worldwide leaders in digital
public sector communication and social media will provide a unique chance to explore how Government departments, organisations
and agencies are creating real value in the web 2.0 environment, how they are using 3.0 technologies today and should be using them
tomorrow. It will reveal what development we can expect from our social networks and the opportunities this will present in deploying
innovative communication strategies. As web 3.0 starts to eclipse generation 2.0, it’s essential to grasp what’s ahead and anticipate
how the new and established communication and information platforms are fast evolving. Government departments, policy teams and
voluntary organisations must be prepared to respond to seize the opportunity that web 3.0 techniques are presenting.

Key themes

Key perspectives of web 3.0 and the semantic web and its impact on Government
Understanding the foundations of the next generation of the Web and data management
Anticipating social media’s new pathways- and why Government needs to be ready to deploy innovative strategies
Determining how communities are evolving and will be shaped under the new information environment – how strategic public
sector communications can harness new community power
Case studies: hear from global public sector offices applying web 3.0 techniques with huge benefit
Guaranteeing internal support for new digital initiatives
Recovering from social media disaster
Discover how voluntary organisations are developing pioneering campaigns through new emerging tools
Discovering better analysis and insights through web 3.0 technology
Embedding social communication throughout government policy developments

WHO SHOULD ATTEND?

Public Sector Communicators, Digital Strategists, Policy communicators, on-line developers, Public Sector
web developers, social media strategists, Information Managers, Program/Project Managers, Information
Technologists and media and digital professionals. From Public Sector, Local Governments, Voluntary
Organisations and Government Associations.

For Sponsorship Details Email: sponsorship@ibrc.com.au

 The public sectors’: web 3.0
and the future of social media

Bring your team: Buy 2 get 2 free!

Presenting real opportunities for the Public Sector to take the lead in
digital communication:

Public Sector Social Media Master classes:

Focused pre-conference master classes will ensure delegates are provided with an opportunity to explore the options on a
more in depth level. Pioneering strategists will be offering invaluable advice on how to kick start a social media/digital public
sector campaign harnessing new and progressive web applications. Time will be dedicated to understand which approaches
will be relevant and how to effectively initiate a future focused social media strategy. Each master class’s goal is to help you
navigate through the potential complexities of web 2.0 and future web 3.0 communication and to ensure you grasp the new
generation of applications, tools and communities. Prepare your organisation to take the lead in digital communication.

Public Sector Master Class one: Investigating the new tools and
social media applications to apply now!
Morning Bootcamp:
This is a practical session showing step by step how to set up (low cost or free) a social media dashboard for monitoring, a
social media news room (no more PDF press releases!) and a demonstration of tools to make your life easier. Also includes a
12 step social media strategy section, and a 5 step social media campaign outline.
Social media dashboard. How do you save time and energy when monitoring ALL those social media sites. This session will
show you how!
Social media news room. less and less journalists are opening attachments today yet there are over 500 journalists on
Twitter. How can you provide press releases that will be read and passed on through social media sites, blogged by
bloggers and published by journalists. Welcome to the new communication tools.
Demonstration of tools. Did you know you can measure influence of a blogger or Twitter? How do you measure
"sentiment" online when people are talking about your policies or district? What tools do you need to set up a "proper"
Twitter political debate? Learn here!
What is the difference between a social media strategy and a social media campaign? We all know that having a Facebook
fanpage and a Twitter account is not a "strategy" - this session gives you the steps to developing both!
Host: Laurel Papworth, Social Media Strategist: Laurel has been creating and managing virtual communities for 20
years, teaching social media for the last 5 years and was named Industry Head, Social Media by Marketing Magazine
(Australia) in 2010. Number #4 Women blogger in Australia.

Master class two: Managing complexity, the unknown

and obstacles in future social media communication

Managing the complexities of launching new digital concepts – how to achieve internal
support and momentum
Determining the options for when it goes wrong – what to do and what definitely not to do
Monitoring the impact of public sector digital communication
Developing authentic communication and relationships with online communities
Dedicating time to tackle individual challenges and openly share current concepts to discuss viability and relevance
Host: 360 Digital Influence Ogilvy Public Relations Worldwide, Brian Giesen, Director
Brian is an award-winning, founding member of Ogilvy’s 360 Degree Digital Influence group and passionate social
media practioner.

For Sponsorship Details Email: sponsorship@ibrc.com.au


Day one: 26th October 2010
08.30 Coffee and registration
08.55 Opening remarks from the chair
Opening session: Web 3.0 and the semantic web – investigating
the internet’s experience evolution
09.00 Government 2.0 and Web 3.0: what’s stopping you?
• Emergent public goods and the economics of abundance
• What’s easy, what’s hard?
• What’s being done?
• What should be done?
Dr Nicholas Gruen, Chair Gov 2.0 Taskforce and CEO
Lateral Economics
09.35 G’day 3.0 – A look at social media’s future impact in Australia
and the Public Sector
In the last few years Social Media has become main stream
in Australia and consumers have embraced it with a
passion. To help us look at what impact Web 3.0 will have on
these networks, we look at the recent trends in online
behaviour and consider the unique meaning of this space to
Australians that will shape the future direction.
Mark Higginson, Director of Analytics Online Division, The
Nielsen Company
10.10 Next Generation Online Experiences
• Social media has presented a new definition of what it
means to be connected
• Bringing "social" back to the way it used to be... people
connecting with people in person
• Capitalising on the next generation on-line experience
• Immersive, multi-device and multi-user experiences are
the key next generation online engagement
Michael Kordahi, Developer Evangelist, Microsoft
10.45 Networking and refreshments
Gov 2.0 – what has been achieved? Where 3.0 begins?
11.05 The future of Government digital health marketing campaigns
• Understanding the development considerations of
www.cdc.gov and CDC's emerging e–health and new
media initiatives
• Pursuing web 3.0 in CDC – and what this will achieve
• The value of digital excellence for Health Marketing
Janice R. Nall, Director, Division of eHealth Marketing,
Centre for Disease Control, USA
11.30 Insight into the development of The Share My Story campaign:
• The Share My Story campaign (background, the reason
for change and the move away from traditional media,
challenges/issues of web 2.0 in government)
• How it works (content moderation, electronic direct mail)
• Results of the campaign and website
Jane Reid, Manager, Marketing and Communications,
Road Safety, Department of Transport and Main Roads
12.00 Building a record breaking campaign through clever use of social
media - Creators of Guinness World Record setting #beatcancer
• Insights into how new social media tools can produce
phenomenal success in creating awareness and
significantly boost voluntary sector campaigns
• An exploration of what’s relevant and how to do it in the
new linked data environment
Tamara Knetchal, Be Everywhere TV - Creators of
Guinness World Record setting #beatcancer
The public sectors’: web 3.0
and the future of social media
12.30 The case of the sneaky wiki - Why putting people at the centre
of law reform is a good idea
• Practical insights into how social media tools can be a
useful and cost effective way for government to engage
the public
• Using open and transparent e-systems to engage the
public can bring greater rewards than many traditional
consultation methods
•Care needs to be taken in the ethics and principles of
consultation when using social media for government
purposes
Hamish McCardle, Superintendent, Police National
Headquarters Wellington, NZ
13.00 Networking Lunch
The Future of Social Media and the impact on the Public Sector
14.00 The Future of facebook and the Public Sector
Paul Borrod, Vice president, Facebook – Australia and NZ
14.35 The future of the online video revolution and the public sector’s
response
The online video revolution has given rise to a new class of
celebrity, who can command web audiences larger than
those of television networks. Who are these new
celebrities? What can Government communicators learn
from their success? How can marketers leverage these
celebrities in their campaigns? Karen will answers these
questions and more, based on recent work and
expectations for the future
Karen Stocks, Head of Media Solutions, YouTube and
Display for Google Australia and New Zealand
15.05 Citizen innovation – the future of co creating social resources
• Harnessing collaboration for service delivery, legislation
and policy development.
• How can government and public sector organisations
leverage the participation of their stakeholders in the
interest of co-creating social resources?
Darren Sharp, Social Media Strategist, Darren Sharp
Consulting
15.40 Networking break
16.00 Case studies in understanding social media’s ‘cost of investment’
and ‘cost of inaction’ now and in the future
A selection of case studies of how social media is being used
in Australia and overseas. We go from baby steps of using
social media as "broadcast" channels through to
metagovernment where the community has active input
and decision making social tools. We focus on social media
ROI (Return on Investment) but also COI (Cost of Inaction).
What happens if you don't build social networks? The
challenges of the new social newspaper community and the
FixMyStreets type activism. Also the impact of Foursquare
and it's geo-location based, ambient, always-on social
networking. The Future is Here!
Laurel Papworth, Social Media Strategist,
Laurelpapworth.com
16.35 New media and the opportunity within government
Convergent devices, fragmented media, uncontrollable and
geographically diverse audiences sounds like a nightmare
for a government communications department. But via the
use of video and social media, government are able to

provide a targeted audience with relevant open,
transparent information in a two way, interactive,
controlled manner.
This session looks at the role of live streaming and social
media and you will learn how to:
• be your own broadcaster
• controlling your audiences
• use video as the engagement, and social media for the
interaction and community
*including case studies at Federal, State and Local Level
Nick Bolton, Viocorp, Melbourne
17.05 Summation
17.15 Conference close
17.15 Networking Drinking Reception
Programme – Day Two
Day Two –27th October 2010
08.30 Coffee and registration
08.55 Summit chair’s opening remarks
09.00 Opening remarks:
• Open Government for the 21st century
• The pillars of Gov 2.0: democratising data, citizen-centric
services and participatory government
• The policy landscape for Gov 2.0 in Australia
• Gov 2.0 challenges and opportunities for the Australian
public sector
Senator Kate Lundy, Australian Capital Territory
09.35 The supermarket in the clouds or follow that rabbit
Applying web 3.0 to health data in Australia is a work in
progress. Common nomenclature, common xml standards,
common rdf schema, and creative common (R) are
becoming more familiar and increasingly adopted but what
happens when medication data can be cross referenced
with absolutely everything? The starting point was simply
to obtain accurate utilisation data for PBS medicines the
end point could be the unravelling of medical mysteries or
an app to find the nearest toilet.
Paul Storey, Director Stakeholder Relations and Strategic
Communications, Pharmaceutical Evaluation Branch
10.10 The Peer-to-Patent project: modelling collaborative
governance in the web 3.0 era
• This presentation deals with the Peer-to-Patent project
and draws lessons from it for government - citizen
engagement in the web 3.0 context. It points the way
towards emerging governance models that feature -
- collaborative interaction between government and
citizens in reviewing and assessing official documents;
- direct citizen input into administrative processes and
government decision-making;
- pooling of community expertise to provide the
knowledge required by the public sector; and
- increased transparency of public sector administration.
Professor Anne Fitzgerald, QUT Law Faculty
The public sectors’: web 3.0
and the future of social media
11.15 Interactive panel: Future social media strategy and web
3.0 application – how to achieve internal support and to
develop relevant and authentic strategies
PANEL DISCUSSION
*The panel will discuss how they have achieved ongoing
support for their social media initiatives and how they look
set to develop these into the future. They will address the
considerations for deploying new strategies and ensuring
your approach lies at the cutting edge of web 2.0- 3.0
Panellists:
Pia Waugh, ICT Policy Advisor, Office of Senator Kate Lundy
Alex Aiken, Head of Digital Communications, Westminster
City Council, UK
Hamish McCardle, Superintendent, Police National
Headquarters Wellington, NZ
12.25 What happens when it all goes wrong?
• Revealing recent and real case studies of social media
going horribly wrong - poor planning, panic and
organisation/policy destruction.
• Julian Peterson presents some recent examples of social
destruction and asks:
• How you do you avoid it and what do you do when it is
happening to you?
Julian Peterson, Marketing and Online Director, Time Out
Sydney
14.00 The challenge of persistent engagement
• The benefits of persistent engagement versus campaign-
based engagement
• How persistent engagement supports and reinforces
government campaigns and consultations
• The challenges of adopting a persistent engagement
approach in government
• Practical ways of embedding persistent elements in
government campaigns
Craig Thomler, Gov 2.0 Innovator and author of the
eGovAU blog
14.30 How can Ministers, and their Departments, use innovative tools
at the cutting edge of 2.0 to engage communities, communicate
policy and improve service delivery and outcomes?
Brian Giesen, Director – Digital Strategy, Ogilvy Public
Relations Worldwide
15.00 Refreshments and networking break
15.20 NGE (notgoodenough.org) – staying relevant and
viral growth. Lessons for the Public Sector:
• How to deploy continuous learning to evolve and create
solutions that users want
• Wider audience are ready to engage, do you know how?
• There's a lot of activity & chatter out there - you can
separate the noise from need
Guy J Carvalho, CEO, BrandAide Communications and
notgoodenough.org
15.55 Panel debate: Leveraging future Australian communities for
Public Sector initiatives
PANEL DISCUSSION
• Revealing where communities are emerging and how to
harness their power
• What are the opportunities for public sector engagement
within these communities?
• Where are they heading and what to anticipate within
the web 3.0 environment?
Simon Sheikh, National Director, GetUp! Action for Australia
Rachel Cook, Founder, Minti.com
Deborah Robinson, Managing Editor, Australianwomenonline
Karen Sims, Manager, The Parents Jury
16.45 Chair’s conference summation
17.00 Conference close
25th-27th October 2010, The Rydges Lakeside Hotel, Canberra

$800 SAVE DISCOUNTED SAVE

until 31st July until 31st August after 31st August

Conference only $1495+GST=$1644.50 $800 $1995+GST=$2194.50 $300 $2295+GST=$2425.50

Full Conference $2195+GST=$2414.50 $800 $2695+GSt=$2964.50 $300 $2995+GST=$3294.50
with Master classes
Master classes only $800.00+GST