8:45-9:30 a.m.

Next Practices for Integrating Facebook Into Your PR Initiatives

In this opening session, we share successful PR initiatives on Facebook so you can hear about the tactics that worked—and some that didn’t—and how you can incorporate them into your own organization. Learn strategies to build your following, engage communities and manage customer service needs. Begin the day by discovering seven proven best practices you can apply to your Facebook efforts right away.  

	Monte Lutz Senior Vice President Edelman
	Tim Marklein Practice Leader, Technology & Analytics WCG

9:30-10:15 a.m.

The 9 Secret PR Weapons of Facebook

While most PR professionals know the basics of communicating and sharing information on Facebook, much of the social network's expanding capabilities remain hidden to them. This session provides answers to some of the basic questions you have about Facebook but are afraid to ask, including: What is the optimal day or time to post? How often should I post new content? Should I post videos? What type of questions or polls work best? The session will also cover the questions that you don't know to ask: What is Facebook EdgeRank? What kind of content spurs engagement? What is that mysterious tab that I always ignore? You’ll walk away with the top secret PR weapons to develop a comprehensive Facebook strategy for your organization.
 
In this session you’ll learn:

• Facebook EdgeRank and its impact on the visibility of your News Feed posts
• What kinds of posts get the most traction and visibility
• How to supercharge engagement and interaction with photos, videos and events
• How to create a call to action to attract fans to your Facebook page
• How to shape your Facebook content using fan input as a guide
• How to build a custom comment tab to generate interaction among your followers

Michael Jaindl Chief Client Officer Buddy Media

10:15 - 10:30 a.m.  Networking Break

10:30-11:30 a.m.

How to Turn "Likes" Into an Engaged Community

Creating a truly active Facebook community involves a commitment to building long-term engagement and retention rather than just collecting likes. In other words, it takes time-tested communications skills and developing a voice that people will want to listen to and engage with. This session shows you how to communicate best with your fans—and potential fans—by creating a two-way dialogue, encouraging interaction with questions and polls and generating compelling discussions. Find out from top brands how to identify your key influencers, tap into your network of friends (and their friends) and reward your loyal fans.
 
In this session, you’ll learn how to:

• Identify the optimal frequency for posting new content
• Create contests and promotions to drive new users to your Facebook page
• Monitor fan activity to understand the content needs and preferences of your audience
• Identify your potential fans and how to reach them where they congregate online
• Use Facebook Insights to monitor engagement spikes
• Build a Facebook community by engaging fans through dialogue
• Incorporate videos, photos and links to receive higher levels of engagement
• Learn which Facebook communications tactics can lead to "unlikes"

	Dan Mogulof Executive Director, Office of Public Affairs UC Berkeley
	Baochi Nguyen PR and Social Media Manager Boingo Wireless
	Holly Potter VP, Public Relations Kaiser Permanente
	Johna Burke Senior Vice President BurrellesLuce

11:30-11:45 a.m.

How to Identify and Monitor the Right Influencers
The concept of developing relationships with key influencers is not new in the world of PR, but in a crowded sea of potential advocates— including customers, employees and the media—it's becoming more difficult to determine who is influencing your market. In this session, you'll learn the tactics to identify the key influencers for your market and measure their impact.

In this session, you'll learn how to:

• Separate the key voices that matter from the digital noise across blogs, articles, Twitter and other social networks
• Determine which influencers have topical relevance for your market
• Measure influence versus popularity
• Use tools to find, measure, score and map influencers
  

Gary Lee CEO mBLAST

11:45-12:45 p.m.

PR's Role in Developing a Content Strategy for Facebook

Expanding your audience on Facebook—and holding on to the likes you already have—requires a content strategy that fits your community and also fits into your broader communications plan. The audience rules on Facebook, and you've got to learn how to give them what they want, need and will respond to. This panel shows you how PR can take the lead in developing a content strategy and provides best practices for creating content that can be shared and appreciated; guidelines for integrating content from your Web site, Twitter and LinkedIn pages and other social media platforms; and strategies for developing an editorial calendar to keep content fresh and engaging. You’ll walk away with the tactics needed for an effective content strategy that will build communities and establish trust with your stakeholders.
 
You’ll learn how to:

• Manage team responsibility for creating and posting content and manage comments
• Strike the best conversational tone when managing a Facebook page for a client
• Use Facebook analytics to determine what kind of content connects best with your fans
• Integrate content from your Web site, blog and Twitter on your Facebook page
• Develop relationships with the media to elevate your campaigns and your fan group's visibility
• Implement crowdsourcing techniques to test new ideas and products
• Keep brand messaging consistent throughout your Facebook content

	Sukhjit Ghag Social Media Evangelist Sony Electronics
	Krisleigh Hoermann Community Manager American Heart Association
	Janette Crawford Director of Marketing Storenvy
	Heidi Sullivan Vice President of Media Research, North America Cision

1:00-2:15 p.m. Luncheon and Keynote Presentation
Network with your peers and make new connections during this luncheon, which will also feature a thought-provoking keynote presentation by B. Bonin Bough, global head of digital, PepsiCo.

Digital Fitness: A Matter of Survival for PR Professionals
Digital marketing and social media are transforming public relations at lightning speed. PR professionals can no longer afford to view platforms like Facebook as mere extensions of their campaigns. Indeed, smart and deep integration of Facebook and other social platforms into broader strategy has never been more vital. Join Bonin Bough, global head of digital at PepsiCo, as he shares PepsiCo's approach to building digital fitness, and how the company has embedded digital into the DNA of its consumer engagement strategies to drive breakthrough results. For PR professionals, the stakes could not be higher: become digitally fit, or become obsolete.

B. Bonin Bough Global Head of Digital PepsiCo

2:30-3:00 p.m.

Case in Point: Building a Facebook Community on a Shoestring Budget

Companies like Starbucks, Intel, Coca-Cola and Dell have generated millions of followers on Facebook, taking their relationships with these audiences to new levels. But not every brand or organization has the budget of a Fortune 500 company. In this session, Jennifer Jacobson of consumer electronics shopping and reviews site Retrevo makes the definitive case that you can do more with less and successfully leverage Facebook to build a following, engage fans and drive business. Hear how start-up Retrevo has created a voice for the brand, engaged customers without selling, managed customer service issues and turned fans into brand ambassadors. You’ll learn tactics you can implement right away for your own Facebook efforts—regardless of your company size or resources—to make your PR initiatives a success.

You’ll learn how to:

• Produce content that generates a two-way conversation with customers and stakeholders
• Monitor online content to manage reputation and prevent a crisis
• Attract journalists and bloggers to a Facebook page
• Establish measurement benchmarks and key performance indicators
• Integrate Facebook ROI with traditional PR metrics
• Connect PR’s use of Facebook to the bottom line

Jennifer L. Jacobson Director of Public Relations and Social Media Retrevo

3:00-3:15 p.m.

Managing the Legal Risks in Social Media

Advances in the use of social media for PR and the rapidity of information flow through all digital channels leaves PR practitioners open to legal risks for their agencies, clients and organizations. This session will show you how to identify legal risks in your social media activities; stay on top of the most important regulatory issues that may affect your initiatives; and avoid the threat of lawsuits in all your communications efforts. You’ll walk away with the know-how to anticipate legal pitfalls and minimize—and prevent—legal action stemming from your PR initiatives.

In this session you’ll learn:

• Who owns user-generated content posted on social media platforms
• The scope of liability of material posted by organizations
• Compliance and regulatory issues for the pharmaceutical, health care and financial industries
• Social media policies that will help protect your organization against liability
• How social media presents risks and challenges in HR and employment

Glenn Manishin Partner Duane Morris LLP

3:15-4:00 p.m.

Facebook Team Building Across the PR, Marketing, Sales (and More) Functions

You’ve developed an effective Facebook strategy that engages your fans and builds your brand, but are you working at cross-purposes with your colleagues in different departments within your organization? With so many functions having access to an organization’s Facebook page, intra-company communications have become paramount. This panel shows you how to divide and share responsibilities, implement a social media policy and coordinate Facebook activity among PR, marketing and third-party teams. Find out how to build a team whose Facebook activity is coordinated and focused, and whose results can be measured for success in terms the C-suite and clients can understand.
 
You’ll learn how to:

• Identify and manage functional overlap and team inefficiencies
• Create social media guidelines to manage employees’ personal Facebook page activity as it relates to your organization or brand
• Monitor employee Facebook activity to protect and manage your brand reputation
• Determine who “owns” Facebook, and validate PR as leading an organization’s social media efforts
• Establish the optimal combination of staff and resources for your Facebook activity
• Create a roadmap for Facebook workflow and integrate the efforts of marketing, PR and advertising

Plus, you'll walk away with three sample policies from organizations with social media guidelines already in place and working for them.

	Christi McNeill Emerging Media Strategy Specialist Southwest Airlines
	Adam Singer Social Media Practice Director Lewis PR
	Jake Wengroff Global Director, Social Media Frost & Sullivan

4:00-4:30 p.m.

How to Maximize Facebook's New Features to Boost Your PR Efforts

The top social networks are not standing still, and neither should you. As a leading PR professional, you need to be ahead of the curve when it comes to new social media tools and opportunities. In this session, Facebook experts show you how to leverage the social network’s latest features and applications including the new "video calling" video chat feature created in partnership with Skype, Facebook Deals, “Send” and Groups. Learn how they can build brand awareness, increase engagement with your followers and drive ROI. This session will make you the go-to Facebook expert in your organization.
 
You’ll learn how to:

• Leverage the “send” button to share content
• Use Facebook's Insights dashboard to track integrated activity on Facebook pages, apps and Web sites
• Establish relationships with brand evangelists who can create Facebook Groups focused on your brand or organization
• Acquire new customers and build brand loyalty through Facebook Deals
• Customize Facebook tabs to drive sales, services and fundraising efforts

	Jennifer Kremer Senior Marketing Manager, Creative Suite Adobe Systems
	Dirk Shaw Senior Vice President Ogilvy PR

4:30-5:00 p.m. Networking reception

Join us for cocktails and hors d’oeuvres to cap off a great day of learning and networking. Pick up your certificate, exchange the last round of business cards and mark your day at the Westin San Francisco as a Facebook Expert!