DMAS – Agenda

Wednesday, June 13

Pre-Summit Optional Data and Visual Design Workshop*:

6:00 p.m.
Visual Design 101 for Your Advocacy Efforts
Every advocacy professional should know how to create a quick graphic for their campaign. Learn how to harness the principles of visual design like scale and contrast for your advocacy cause. Attendees will explore free and paid design tools to make basic visual content like Twitter cards and infographics.

Johanna Ostrich

Creative Director
Beekeeper Group
General Assembly Instructor

7:15 p.m.
Networking Break

7:30 p.m.
Data Visualization for Your Advocacy Efforts
This interactive session will allow attendees to learn the basics of data visualization, including how software can be leveraged for your efforts, a tutorial of a data visualization program and a hands-on lesson on turning data into a compelling visual story.

Joe Nelson
Co-Founder, CEO Represently;
Data Advocacy Lead, General Assembly

Adjourn: 8:45 p.m.

*This optional hands-on workshop can be added on for an additional fee of $195 and will be held in conjunction with General Assembly, which is a worldwide educational organization that teaches entrepreneurs and business professionals practical technology skills. The workshop will be held at General Assembly’s Washington D.C. campus. Registration is capped at 35 attendees, so please sign up early. Attendees must bring their own laptops.

6:00 p.m. – 8:45 p.m. ET
General Assembly
133 15th Street NW
8th Floor
Washington, D.C. 20005

In partnership with:

Thursday, June 14

Digital Media and Advocacy Summit, Washington, D.C.
The Capital Hilton, 1001 16th St. NW

Thank You To Our Brand Sponsors


Conference Lanyards  @FiscalNote

Charging Station      @REQ_co


Conference Wifi   @DDCAdvocacy

8:30 a.m.
Registration/Networking Breakfast   @CRAFTdc

9:00 a.m. Opening Keynote

The Future of Online Storytelling
On average, Americans consume over 12 hours of media in a single day. Organizations must navigate through an over-saturated and fast-moving media landscape to successfully deliver their message to their target audience. With the increase in social and earned media, all organizations must effectively become publishers and content creators. In this session, you’ll hear from a newsroom veteran who has changed the way his organization reports the news by marrying technology, data and creativity to break through the noise.

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Jeremy Gilbert
Director, Strategic Initiatives
The Washington Post

10:15 a.m.
Networking Break

10:25 a.m.
Concurrent Skill Building Sessions:

Leveraging Digital Tools for Lobbying 2.0
While government affairs professionals are continually tasked to do more with less resources, advocacy professionals now have more tools at their fingertips than ever. Whether your organization uses customized advocacy software or takes advantage of free online tools, this session will help you maximize the latest tools and technologies. Hear insights from a panel of advocacy professionals that will cover:

  • An overview of tools built for advocacy, government relations and communications professionals
  • A guide to the software acquisitions and vendor evaluation process
  • Strategies and tactics for getting the most value out of your software and tools
  • New insights into emerging advocacy technology and communications platforms

Jessica Cooper
Grassroots Director
National Federation of Independent Business
@SmallTownCoops @NFIB


Roz Silva
Director, Digital Advocacy
Wal-Mart Stores, Inc.

Crafting a Digital Strategy and Measuring ROI
Without a well thought out strategy, the best platforms, tactics, and technologies may not help you achieve your goals. This session will walk you through what a successful digital communications strategy looks like and will answer questions like:

  • How do I identify and reach my target audience?
  • What are realistic goals and metrics to track for my campaign?
  • What’s the important distinction between strategy, tactics, deliverables and measures, and how do I make sure my plan contains each element?
  • How do I sell the value of digital communications and advocacy to my organization’s leaders?

Ryan Peña
Social Media Strategist
National Marrow Donor Program, Be The Match


John Randall
Vice President of Digital
CRAFT | Media/Digital

11:15 a.m.
Networking Break

11:25 am
Using Data to Power Your Advocacy Campaigns
Attendees will hear two powerful case studies from organizations who used data to find, educate, and engage grassroots supporters for their advocacy efforts. Attendees will also learn the latest strategies for using data to target influencers with unique messages that resonate. Our panel of advocacy professionals will explore:

  • Creating a strategy for harnessing the power of both “big” and “small” data
  • Using micro-targeting to ensure your messages resonate with various audiences
  • Developing creative ways to use internal organizational data to optimize your advocacy efforts
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Eric Gilbertsen
Executive Vice President, Client Service & Digital Strategy


Jeff Michaud
Senior Manager, Digital Communications, Government Relations
eBay Incorporated


Sarah Yi
Director, External Affairs
CTIA – The Wireless Association

12:15 p.m.
Networking Lunch

12:40 p.m.
Lunch General Session:
Harnessing Online Activism and Building Movements in a Hyperconnected World
Jeremy Heimans is the co-founder and CEO of Purpose, an organization specializing in building social movements around the world. Working with Henry Timms, Jeremy recently co-authored the book New Power. Jeremy will join us for a discussion on how organizations can use social media to build advocacy movements, how to spot organic online uprisings of activism and how to keep your organization’s supporters engaged.



Jeremy Heimans
Co-founder/CEO at Purpose
Co-author of New Power

Moderated By:


Megan R. Wilson
Staff Writer, Business & Lobbying
The Hill

1:20 p.m.
Brainstorming Session: Solving Online Advocacy and Communications Challenges
Attendees will have the opportunity to connect with other professionals on multiple topics to identify common challenges and discuss solutions. Each roundtable will be led by a digital professional who will assist your team in overcoming obstacles and ensure you return to the office with great takeaways. Groups will be separated by:

  • Associations
  • Advocacy Groups
  • Corporations

2:10 p.m.
Networking Break

2:20 p.m.
Concurrent Skill Building Sessions:

Creating Best-In-Class Advocacy and Policy Podcasts
Attendees will receive a tutorial on how organizations can leverage podcasts for advocacy purposes, including how to craft a plan, make the case to superiors and ultimately build a successful podcast program. Our speakers will provide a hands-on session where you’ll learn how to develop a podcast without getting lost in production, technology or budget parameters. We’ll cover lessons on:

  • Crafting an interesting and fun story that fits in the podcast format
  • When it’s best to use a professional or build your own podcast
  • Strategies for maximizing your podcast’s impact and how you can measure effectiveness

Ernesto Gluecksmann
Founder & Partner
Host of Through the Noise


Sarah Rand
Vice President, Digital Communications
National Retail Federation

The Power of Online Polling
Whether you’re using small Google Polls or large-scale surveys featuring thousands of respondents, attendees will know the pitfalls and questions to ask when taking advantage of the new array of online offerings. This session will answer questions like:

  • What types of online polling exists and how can you convince internal stakeholders of online polling trustworthiness?
  • When do you need to bring in additional data to make a decision?
  • How do you create unbiased polling questions for online respondents?
  • What does the future of online polling look like?

Mark Keida
Senior Director
Pharmaceutical Research and Manufacturers of America


Mace Thornton
Executive Director, Communications
American Farm Bureau Federation

3:10 p.m.
Networking Break

3:20 p.m. Closing General Session:
Social Media Crisis
A crisis can happen at any time. While many organizations are adept at monitoring online conversations, the response to reputational or policy issues can be tricky to navigate. Speakers will discuss:

  • How organizations can prepare and manage their online reputation when under scrutiny from politicians, the media or activist groups
  • Developing a rapid response structure for handling questions or policy issues on social media
  • How you can use social listening to identify champions, trolls and key influencers for your organization
  • Using online analytics to determine the appropriate level of response and the best messenger

Tara DiJulio
Director, Global Public Affairs
General Electric Company


Amy O’Connor
Vice President, Digital
Business Roundtable

4:20 p.m.
Networking Reception

Unwind with your digital peers after a long day of learning at our networking reception immediately following the closing session.