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The Social Graph Clinic DC

Thursday, January 20, 2011 from 9:00 AM to 5:00 PM (EST)

Ticket Information

Ticket Type Sales End Price Fee Quantity
Public Sector (includes non-profits and academic institutions) Ended $500.00 $28.49
Private Sector Ended $1,000.00 $49.95

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Event Details

Social media shifts marketing from controlled, one-way communications into collaborative, intimate dialogues with—and among—constituents. The strategies, tools, rules of engagement, and metrics present marketing and digital professionals with a series of challenges that are best distilled into one question: “What do I do now?”


Format & Audience

The Social Graph Clinic is a one-day, intensive workshop that takes an adroit and sober examination of social media’s platforms and best practices. The Clinic is highly interactive and takes place in a classroom setting. The curriculum is designed for executives and managers from government and public sector organizations who will benefit from greater proficiency in, and understanding of, social media. Academics and practitioners lead the group through a series of sessions with a balance of theory and industry case studies.



9:00 module 1: The Big Picture

Welcome and Opening Remarks
Doug Guthrie  Dean, The George Washington University School of Business

Trends in Digital Competence and Their Impact on the Public Sector
Scott Galloway  Founder, L2

Beyond Platform: Driving Effectiveness Through Social Media
Patrick Kerley  Senior Digital Strategist, Levick Strategic Communications

10:15 BREAK

10:45  module 2: Technology & Platforms

Crowdsourcing Innovation in the Public Sector
Brandon Kessler  Founder, ChallengePost

Building for Success in Campaigning and Organizing
Joe Rospars  Founding Partner & Creative Director, Blue State Digital

Facebook in The Public Sector: Furthering Your Mission and Goals Online
Adam Conner  Associate Manager for Privacy & Global Public Policy, Facebook

12:15 LUNCH

1:15 module 3: Best Practices

Out of This World: NASA's Use of Digital Media
Stephanie Schierholz  Social Media Manager, NASA

Engaging Your Audience Through Social Media
Amy Ganderson  Associate Director of Digital Marketing, The Nature Conservancy

Social Media in Crisis Communications
Captain David Werner  Assistant Chief of Information for Communication Integration & Strategy, US Navy Office of Information


3:15 module 4: Insights and the Future

Technology and the Future of WeGovernment
Andrew Rasiej  Founder, Personal Democracy Forum

Insights From the Digital IQ: What 100 Organizations' Experiences Teach Us
Maureen Mullen  Lead Researcher, L2

Scott Galloway Founder, L2






Full list of speakers to be announced.


Scott Galloway HeadshotADAM CONNER, Associate Manager for Privacy & Global Public Policy, Facebook

Adam Conner is the Washington, DC Associate Manager for Privacy and Global Public Policy at Facebook, where he focuses on government and political outreach and directed the company's 2008 election efforts. In 2009 Politics Magazine named him one of their "Rising Stars," an award that goes to people 35 or under who have already made a significant mark in political consulting or advocacy. Prior to opening Facebook's Washington DC office, Adam was the Director of Online Communications for Congresswoman Louise Slaughter, Chairwoman of the Rules Committee in the U.S. House of Representatives. He previously served as the Deputy Director of Online Communications for Forward Together, the presidential exploratory committee for former Virginia Governor Mark Warner. Adam holds a bachelor's degree in political communication from the George Washington University.

Scott Galloway HeadshotSCOTT GALLOWAY, Founder, L2

Scott is the founder of L2, a think tank for digital innovation, and Professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested over $1 billion in U.S. consumer and media companies.

In 1997, he founded Red Envelope, the premier Internet-based consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs over 100 professionals in the United States, Europe and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under age 40 “whose accomplishments have had impact on a global level.”  Scott serves on the board of directors of Eddie Bauer, The New York Times Company, eco-America, and Berkeley’s Haas School of Business.


Maureen_headshotAMY GANDERSON, Associate Director of Digital Marketing, The Nature Conservancy

As an Associate Director of Digital Marketing for The Nature Conservancy, Amy Ganderson manages the Conservancy’s ever-growing social media networks, including Facebook, Twitter, and YouTube.  In addition to owning the social media strategy for the organization, she manages the web analytics program, search engine optimization approach, and paid advertising strategy.   

Prior to joining The Nature Conservancy, Amy worked in e-commerce for Discovery Communications.  While at Discovery Communications, she managed paid search and developed partnerships with Amazon and EBay, both in conjunction with Discovery Channel's online store.  She also launched a corporate sales business.  Amy began her career in retail buying and planning for Perry Ellis International and Bloomingdale's Department Stores.

Amy received an MBA from The George Washington University and a B.S. from Cornell University.  Amy resides in Arlington, Virginia where, in her spare time, she enjoys leveraging her social media expertise by marketing local rock bands.


Peter Horan HeadshotDOUG GUTHRIE, Dean, The George Washington University School of Business

An expert in the fields of management, economic reform in China,leadership, and corporate governance, Doug is the Dean of The George Washington University School of Business.

Previously, he served as Professor of Management at NYU Stern School of Business. He also held a joint appointment as Professor of Sociology at NYU’s College of Arts and Sciences. Doug has been a trusted adviser of both multinationals and local Chinese companies and a student of China for some 25 years. He is the author of Dragon in a Three-Piece Suit: The Emergence of Capitalism in China, China and Globalization: The Social, Economic and Political Transformation of Chinese Society, and Social Connections in China: Institutions, Culture, and the Changing Nature of Guanxi. He is currently writing China’s Radical Transformation: Economic Reform, Global Integration, and Political Change in the World’s Largest Nation, which is an in-depth look at how China’s government-driven form of capitalism has successfully overcome traditional theories of development and helped China become the economic and political juggernaut it is today.

In addition to NYU Stern, Doug has also taught at Harvard Business School, INSEAD, and the graduate schools of business at Stanford University, Columbia University, and Emory University. He received his B.A. in Chinese Literature from the University of Chicago and a Ph.D. in Organizational Sociology from the UC Berkeley.


Maureen_headshotPATRICK KERLEY, Senior Digital Strategist, Levick Strategic Communications

Patrick Kerley is a social and digital media specialist who enables Levick Strategic Communications’ clients to dominate the Internet when it matters most. As a leader of the digital team, his crisis communications work for companies such as Six Flags, CITGO, Ullico, Stericycle and Heartland Payment Systems he has helped save clients millions of dollars in reputation management and earned many millions more in creative branding and marketing campaigns focused on creative online elements.

In particular, Mr. Kerley’s unique experience at Levick, on Capitol Hill and at an international law firm has informed his online strategies. Mr. Kerley has developed an understanding of the complex legal issues involved in bankruptcy, acquisition, litigation, public affairs and other sensitive matters and recognizes the inherent need for discretion even when engaging online audiences that are notoriously loose-lipped.

Mr. Kerley earned his crisis management stripes as a senior staffer in one of the most intensely scrutinized offices in the United States Congress. As a trusted member of Alaska Senator Ted Stevens’ communications team, Mr. Kerley crafted and implemented online strategies aimed at containing reputational damage when times were tough, and growing the Senator’s base of support in periods of relative calm. Having split his career between the campaign trail and Capitol Hill, he now provides a wealth of political, grassroots and issue-based communications services for a diverse array of Levick clientele.

In addition, Mr. Kerley’s analyses of communications strategies employed by companies from Apple to BP have been quoted in numerous news outlets including Reuters, BBC, Computerworld, Marketplace Radio and The Christian Science Monitor. He has also served as a marquee presenter at a number of conferences including the 2009 BlogWorld Expo and Ragan Communications’ 2010 Corporate Communicators Conference. Most recently, Mr. Kerley was named one of PR News' "15 to Watch" for 2010.

Prior to his work in the U.S. Senate, Mr. Kerley worked at the Washington, D.C., law office of Skadden, Arps, Slate, Meagher, and Flom, LLP. There, he was able to focus on the public dimensions of  high-profile litigation while gaining an invaluable understanding of complex, international litigation.

Mr. Kerley received a B.S. in computer science from Furman University in Greenville, South Carolina and remains an active member of the Senate Press Secretary Association.


Maureen_headshotBRANDON KESSLER, Founder, ChallengePost

Brandon Kessler is the founder and CEO of ChallengePost, a New York City-based start-up that is a marketplace for challenges. A Challenge takes place when an unsolved problem is released to the public by an organization or individual, with a prize reserved for the solver. Challenges are a successful vehicle for innovation because they are capital efficient and they capture the public’s imagination. Current clients include the City of New York, First Lady Michelle Obama and the USDA, Thomson Reuters, Samsung, and more. ChallengePost recently created and launched, the Governmentwide Challenge Platform for the US federal government.

Prior to that, Kessler founded independent record label Messenger Records which was repeatedly singled out for its early embrace of the internet, and its creative use of grassroots promotions. Before Messenger Records and while in college, he founded a college radio promotion company and a street marketing promotions company. Kessler holds undergraduate and MBA degrees from Columbia University.


Maureen_headshotMAUREEN MULLEN, Lead Researcher, L2

Maureen began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment benchmarking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts around Digital Media, Private Banking M&A, Insurance Industry Risk Management, and Renewable Energy Economics for professional firms and academics. Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern.



Maureen_headshotANDREW RASIEJ, Founder, Personal Democracy Forum

Andrew Rasiej is a futurist, social entrepreneur, and Founder of the Personal Democracy Forum, an annual conference and website about the intersection of politics and technology. He is also the co-Founder of, an award winning blog that covers how the Obama administration is using the web, and how technology is empowering new levels of citizen engagement throughout the United States. He has advised Senators, Congressmen and political leaders on the use of Internet since 1999 including Senate candidate Hillary Clinton, Senate Majority Leader Tom Daschle, and Senator Barack Obama. In 2004 he served as Chairman of the Howard Dean Technology Advisory Committee. He is also the Founder a not for profit organization called focused on 21st century public education, Co-Founder of, which translates Arabic and Farsi news and opinion pieces into English, and serves as Senior Technology Advisor to the Sunlight Foundation a Washington DC focused on using technology to help make government more transparent. He is also the Chairman of the NY Tech Meetup, a 15,000 member organization of technologists, venture funders, marketers, representing start up and more mature companies working in the technology industry in New York City. He has appeared or been quoted in major international news outlets such as CNN, The New York Times, Wall Street Journal, BBC, SkyNews, Le Monde, Financial Times, Washington Post, among others. He also coined such terns as: We-Government, Voter-Generated Content, and Videracy, to help describe the expanding digitally connected world we all now live in. 

Maureen_headshotJOE ROSPARS, Founding Partner & Creative Director, Blue State Digital

Joe Rospars is a Blue State Digital founding partner and the company's creative director. He oversees all of Blue State Digital's strategy agency engagements.

From January 2007 through the inauguration in January 2009, Rospars was Barack Obama's principal digital strategist. He took a leave from BSD to serve as the New Media Director for Barack Obama's presidential campaign, where he oversaw all online aspects of the unprecedented
fundraising, communications and grassroots mobilization effort. Joe led a wide-ranging program that integrated design and branding, web and video content, mass email, text messaging, and online advertising, organizing and fundraising.

Prior to the Obama campaign, Joe led BSD's work with Gov. Howard Dean from the founding of Democracy for America through Dean's historic 50-state strategy and the 2006 election victories. Joe got his start as a writer for Dean's 2004 Presidential campaign.

He holds a bachelor's degree in political science from the George Washington University.  


Maureen_headshotSTEPHANIE SCHIERHOLZ, Social Media Manager, NASA

Stephanie Schierholz is NASA's social media manager and an agency spokesperson. She has 10 years' experience leading strategic communications, media relations, and public outreach efforts. She provides strategic communications guidance to NASA's senior management and is an advocate for incorporating emerging communications technologies into the agency's public outreach activities.

Ms. Schierholz also is a public affairs specialist and spokesperson for the agency's Space Operations Mission Directorate that leads and executes NASA's human spaceflight missions on the space shuttle and International Space Station. She plans, conducts and executes agency news conferences, television events and webcasts announcing billion-dollar contracts, significant scientific discoveries, and the development, testing and launch of spacecraft.

In her role as social media manager, she leads NASA's social media activities, including the primary NASA Twitter account, @NASA, and NASA Tweetups in Washington and at shuttle launches. She initiated and led the development of a NASA Stylebook and was a contributing editor to "NASA: 50 Years of Exploration and Discovery." Before coming to NASA, Ms. Schierholz was the director of communications for the Space Foundation. When not dreaming of spaceflight, she is the secretary for Women in Aerospace, an inaugural member of the British Council's Transatlantic Network 2020, and a member of the Public Relations Society of America.


Maureen_headshotDAVID WERNER, Assistant Chief of Information for Communication Integration and Strategy, US Navy Office of Information 

Captain Dave Werner was on a frigate in the Persian Gulf when Iraq invaded Kuwait.  More recently he was the Media Operations Watch Chief at Multinational Forces Iraq in Baghdad during the summer surge of 2007. Through these and more than a dozen other assignments over twenty years, he's watched the information landscape - and the government's ability to remain responsive on it - transform.  Assigned to the Navy's Office of Information in the Pentagon as the Assistant Chief of Information for Communication Integration and Strategy, he's helped shape and lead the
service's social media strategy in remaining responsive, relevant and credible.


Have questions about The Social Graph Clinic DC ? Contact the organizer

When & Where

Duques Hall
2201 G Street NW
Washington, 20052

Thursday, January 20, 2011 from 9:00 AM to 5:00 PM (EST)

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