Thursday, December 1, 2011
National Press Club, Washington, D.C.

The Only Facebook-Focused Conference Designed for PR & Marketing Professionals

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Early Bird Rate Ends November 11

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Bonuses for Attending:

Tip sheet on "How to Build a Facebook Following"
Samples of social media policies
Certificate of Completion
Workbook & attendee-only access to speaker presentations

Join us on Thursday, December 1st  at the National Press Club in Washington, D.C., (the day after
PR News' Media Relations 2.0 half-day workshop and PR People Awards Luncheon) for the PR News Facebook Conference—the only Facebook-focused conference designed with PR & marketing professionals like you in mind. PR News has programmed this Facebook Conference to show you how to rethink, reorganize and take control of your Facebook activity and integrate it with the PR discipline’s bedrock skills. Plus, you’ll hear about the latest features and changes to Facebook and what it means for you and your day-to-day social media efforts for your organization.

In just one, fast-paced, interactive day, you’ll get practical lessons on how to really use Facebook as a PR tool to build a community of influencers and advocates, forge new relationships with the media and with brand influencers and drive new business for your organization. These digital experts will share in-depth case studies of their Facebook strategies—from concept to creation to execution—and will leave ample time to answer all of your questions. You’ll walk away with tactics to create a Facebook content strategy and assemble the best team to manage it all.

Our Facebook Conferences in New York City and San Francisco both sold out early, with almost 400 people in attendance—don't miss this opportunity to join your fellow communicators in Washington, D.C., and become part of the community of social media leaders and Facebook innovators.

“This was a great event.  Not only were the speakers knowledgeable and engaging, but the attendees were awesome.  And the networking was great!”  --Communications Director, CIGNA, who attended the PR News Facebook Conference earlier this year.

Don't miss these keynote speakers-  Register Today!

Morning keynote

B. Bonin Bough
Global Head of Digital
PepsiCo

Luncheon keynote

Ed Moran
Co-Author, The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media;
Partner, Emergence Marketing

Closing keynote

Calvin Stowell
Social Media Strategist
DoSomething.org

 

Sponsored by:

BurrellesLuce         Vocus

In just one-day, you'll become an expert in:

 

  • Mastering Facebook’s latest features
  • Developing a winning content strategy to engage your followers
  • Creating and managing your Facebook dream team
  • Managing crises and issues via Facebook
  • Integrating Facebook into all of your PR initiatives
  • Getting people to "like" your brand and become part of an engaged community
  • Understanding social media laws and legal limitations
  • Launching smart campaign to boost reputation or sales
  • Measuring the impact of your Facebook initiatives
     

 You'll learn the essentials on:

  • Timeline
  • Apps
  • Gestures
  • Profile pages
  • Ticker
  • Graph Rank
  • Key FB partnerships
  • The Wall
  • FB Events
  • Groups
  • Status Tagging
  • Networking
  • Recruiting
  • Lists
  • Newsroom

 

  Speakers:

  • David Almacy, SVP, Edelman Digital, Washington, D.C.
  • Afdhel Aziz, Brand Director, Digital, PR and Brand Activation, Heineken
  • B. Bonin Bough, Global Head of Digital, PepsiCo
  • Johna Burke, Senior Vice President, BurrellesLuce
  • Rebecca Davis, Executive Vice President, Digital Influence, Ogilvy
  • Natalia Dykyj, Director, Product Management, Vocus
  • Cindy Gersch, VP, Director of Marketing and Corporate Affairs, Lend Lease
  • Phil Goldstein, Editor, FierceWireless
  • Mark Hamrick, Business Reporter, Broadcast, Online Video Producer, Associated Press; President, The National Press Club
  • Katie Harbath, Associate Manager for Policy, Facebook
  • Michael Jaindl, Chief Client Officer, Buddy Media
  • Donna Leinwand Leger, Reporter, USA Today
  • Anna Lingeris, Manager, Global Public Relations & Consumer Engagement, The Hershey Company
  • Glenn Manishin Partner, Duane Morris LLP
  • Brad McCormick, EVP, Senior Digital Strategist and Managing Director, Cohn & Wolfe
  • Michael McManus, Director, Public Relations, Sodexo, Inc.
  • Marie Moore, VP, Public Relations, IFC
  • Ed Moran, Co-Author, “The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media”; Partner, Emergence Marketing
  • Robert Philips, VP, GolinHarris, Washington, D.C.
  • Priya Ramesh, Director, Social Media Strategy, CRT/tanaka
  • Calvin Stowell, Social Media Strategist, DoSomething.org
  • Sandy Won, Director, Strategic Communications, International Center for Research on Women
  • Albe Zakes, Global VP, Media, TerraCycle Inc.

Conference Moderators:

  • Regina D'Alesio, Events and Special Projects Manager, PR News
  • Scott Van Camp, Editor, PR News
  • Bill Miltenberg, Community Editor, PR News

Agenda:

8:15-8:40 a.m.

Registration and Networking Breakfast

8:45-9:15 a.m.

Opening Keynote Presentation:
Digital Fitness: How PR Pros Can Embed Digital Into Their Organization’s DNA

9:15-9:45 a.m.

Facebook Crash Course: From Timeline to Apps to New Features to the …

9:45-10:30 a.m.

9 Surefire Ways to Increase Your "Likes" and Keep Them Engaged

10:30-10:45 a.m.

Networking Break

10:45-11:30 a.m.

How to Make Your Content Rise to the Top of Facebook's News Feed

11:30-11:45 a.m.

Managing the Legal Risks in Social Media

Noon-1:15 p.m.

Luncheon and Keynote Presentation: Humanizing Social Media

1:30-2:00 p.m.

Q&A with the Media: How Facebook and Social Media Is Changing the Way Journalists Cover Your Organization

2:00-2:30 p.m.

How to Expand Your Audience and Boost Your Brand With Contests and Promotions

2:30-2:45 p.m.

Networking Break

2:45-3:15 p.m.

Case Studies: Harnessing the Power of Facebook on Modest Budgets

3:15-4:00 p.m.

Tying Your Facebook Strategy to Your Organization’s Bottom Line

4:00-4:30 p.m.

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

4:30-4:45 p.m.

Closing Keynote Presentation: Calvin Stowell of DoSomething.org

4:45-5:15 p.m.

Networking Reception

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  What we'll cover:

8:45-9:15 a.m. Opening Keynote Presentation

Digital Fitness: How PR Pros Can Embed Digital Into Their Organization’s DNA

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 strategies has never been more vital. Join Bonin Bough, global head of digital at PepsiCo, as he kicks off the day and 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 get left behind.

B. Bonin Bough
Global Head of Digital
PepsiCo

 


9:15-9:45 a.m.

Facebook Crash Course: From Timeline to Apps to New Features to the …

Get a tour of Facebook like you’ve never seen before, as we show you around this powerful platform from a communicator’s perspective. You’ll learn what’s what, and which features you need to mind most. For starters, you'll learn how to use Facebook's Timeline user profile to graphically tell your brand's story, and the new Subscribe button, which enables you to humanize your brand and have the comments from the individual people in your organization show up in your audience's News Feed.

In this session, you’ll learn the ins and outs of:

  • Timeline
  • The Subscribe button
  • Apps
  • Gestures
  • Profile pages
  • Ticker
  • Key FB partnerships
  • The Wall
  • FB Events
  • Groups
  • Status Tagging
  • Networking
  • Recruiting
  • Friend Lists
  • Newsroom
  • Plus, Facebook vs. Google+: figuring out your strategy!

Michael Jaindl
Chief Client Officer
Buddy Media

 


 

9:45-10:30 a.m.

9 Surefire Ways to Increase Your "Likes" and Keep Them Engaged

In this session, our panel of Facebook experts will show you how you can take a big leap forward in your audience expansion the moment you get back to your office. While there is no one-size-fits-all strategy that PR pros can use to increase their organization's number of Facebook likes, best practices have emerged. You will learn how to understand the social media behavior of your target audience and constantly refine both the content of your posts and the frequency of your Facebook activity. You may be growing your likes from week to week already, but now is the time to turbocharge that expansion.
 
In this session you’ll learn how to:

  • Engage with your community on topics that matter most to that community
  • Identify the optimal days and times to post content
  • Provide a wide range of content to your Facebook community
  • Build speed and agility into your social media strategy to take advantage of current events
  • Find ways of getting people to your Facebook page, and make a good impression on them once they get there
  • Incentivize people to click the "like" button
  • Be clear in your requests and calls to action
  • Use Facebook Insights and other tools to track what works well in tone, content themes, links and more.

David Almacy
SVP
Edelman Digital, Washington, D.C.

Anna Lingeris
Manager, Global Public Relations & Consumer Engagement
The Hershey Company

Natalia Dykyj
Director, Product Management
Vocus


 

10:30-10:45 a.m. Networking Break


 

10:45-11:30 a.m.

How to Make Your Content Rise to the Top of Facebook's News Feed

While most PR professionals know the basics of communicating and sharing information on Facebook, not many understand, first, what Facebook's new GraphRank algorithm is and, second, how it determines which content will rise to the top of users' News Feeds. You may be investing money and human resources into your Facebook initiatives, but if you don't know how your posts and content are being read by Facebook's algorithm much of these efforts may be going to waste. This session will reveal the tools and tactics needed to deliver messaging that will get more traction in a crowded marketplace.

In this session you’ll learn:

  • How to increase the reach of your posts on Facebook
  • What kinds of posts get the most traction and visibility
  • How to supercharge engagement and interaction with photos, videos and events
  • Which kinds of comments and images have greater weight in Facebook's News Feed
  • How to determine the optimal timing and frequency of your posts for your particular audience
  • How to improve "affinity" with your audience and thus affect the rankings of your posts in News Feeds

Priya Ramesh
Director, Social Media Strategy
CRT/tanaka

Katie Harbath
Associate Manager for Policy
Facebook


 

11:30-11:45 a.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; avoid the threat of lawsuits in all your communications efforts; and apply crisis management tactics when you step over the legal line in your social media activity. 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
  • How to differentiate the legal issues of trademark and copyright
  • The scope of liability of material posted by organizations
  • Compliance and regulatory issues for the pharmaceutical, healthcare 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

 


 

Noon-1:15 p.m. Luncheon and Keynote Presentation

Network with your peers and make new connections during this luncheon, which will feature a thought-provoking keynote presentation by Ed Moran, co-author of The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media.

Keynote: Humanizing Social Media

Being truly “social” and striking human chords in your social networking can be the decisive factor in your competitive efforts to engage audiences. In his luncheon keynote address, Ed Moran, author of The Hyper-Social Organization, is going to share the real keys to being successful in social media and the often overlooked tactics that will improve a business' standing with its customers.

Ed Moran
Co-Author, The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media;
Partner, Emergence Marketing


 

1:30-2:00 p.m.

Q&A with the Media: How Facebook and Social Media Is Changing the Way Journalists Cover Your Organization

In this candid session, we speak to a panel of journalists about how social media in general and Facebook in particular have changed the way they do their jobs. You’ll learn new ways to reach out to and engage with the media and you’ll hear from their perspectives what PR pros are doing well and not so well in their media relations.

Donna Leinwand Leger
Reporter, USA Today

Mark Hamrick
Business Reporter, Broadcast, Online Video Producer, Associated Press; President, The National Press Club

Phil Goldstein
Editor
FierceWireless


 

2:00-2:30 p.m.

How to Expand Your Audience and Boost Your Brand With Contests and Promotions

Nothing takes better advantage of Facebook's playful side than the launching of contests and sweepstakes. This session will show organizations of all stripes how to use the audience-building power of Facebook's promotions app and create contests that will inspire engagement, boost your Web site traffic and create leads. You will hear about successful Facebook promotions and get step-by-step direction in how to determine what kind of contest will engage your audience, how to plan and execute your promotion, how to stay in compliance with Facebook's promotions guidelines and how to build on the success of your contests and keep your newest likes engaged.

You’ll learn how to:

  • Use Facebook's promotions app to create contests, sweepstakes and giveaways
  • Navigate Facebook's promotions policies
  • Use crowdsourcing techniques to determine which kind of contest would be right for your audience
  • Determine if you have the resources to successfully launch a Facebook contest
  • Tie the launch of your contest to your organization's business objectives
  • Drive people to your Web site with contests and promotions—and vice versa
  • Measure the results of your contests

Cindy Gersch
VP, Director of Marketing and Corporate Affairs
Lend Lease

Afdhel Aziz
Brand Director, Digital, PR and Brand Activation
Heineken USA

 


 

2:30-2:45 p.m. Networking Break


 

2:45-3:15 pm.

Case Studies: Harnessing the Power of Facebook on Modest Budgets

Companies like Starbucks, Intel, PepsiCo and Dell have generated millions of likes 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, you’ll get brass tacks case studies from a for-profit and nonprofit on how they are using Facebook to engage with prospective and current customers or members – and the lessons learned along the way.

Albe Zakes
Global VP, Media
TerraCycle Inc.

Sandy Won
Director, Strategic Communications
International Center for Research on Women


3:15-4:00 p.m.

Tying Your Facebook Strategy to Your Organization’s Bottom Line

Your social media communications team may consist of one person or it may include dozens of people arrayed across the globe. In either case—whether your organization is a small or midsize b2b company, a nonprofit institution or a multinational b2c company—the onus is on you to prove to senior management that time and resources must be spent on Facebook and other social networks. This session will show you how to maintain and grow your resources year after year. You'll learn how to establish clear-cut goals for Facebook that are tied to your organization's business objectives, emphasize the importance of Facebook in all crisis management plans and successfully present the results of your Facebook efforts to senior management.

In this session you’ll learn:

  • Align your Facebook activity with your organization's business objectives
  • Set realistic expectations for your social media initiatives
  • Determine if likes are being converted into leads, customers or brand ambassadors
  • Measure and analyze the results of your Facebook efforts
  • Integrate Facebook into your overall crisis management plans
  • Present the results of your Facebook activity concisely to senior management using the metrics that matter to them most

Rebecca Davis
Executive Vice President, Digital Influence
Ogilvy

Robert Philips
VP
GolinHarris, Washington, D.C.

Johna BurkeJohna Burke
Senior Vice President
BurrellesLuce

Michael McManus
Director, Public Relations
Sodexo, Inc.


 

4:00-4:30 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.
 
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

Marie Moore
VP, Public Relations
IFC

Brad McCormick
EVP, Senior Digital Strategist and Managing Director
Cohn & Wolfe


 

4:30-4:45 p.m.

Closing Keynote Presentation: Calvin Stowell of DoSomething.org

Calvin Stowell heads up the dozens of social media campaigns for this nonprofit organization. He's going to share how DoSomething.org uses the power of online to get teens to do good stuff offline.
 

Calvin Stowell
Social Media Strategist
DoSomething.org


 

4:45-5:15 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 National Press Club as a Facebook Expert!

 


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Who Should Attend?

If you spend at least a quarter of your time in any of these areas, you should attend this conference:

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing

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PRSA Accreditation:

PRSA APR Accreditation Maintenance Credits Approved: 1.0 Registrants that are Accredited by PRSA need to keep track of their points and submit their activities every three years. Please keep a copy of the event description with the date/time listed and submit when you are required to.

 

  Pricing:

The PR News PR People, 15-to-Watch & Top Places to Work in PR Awards Luncheon will take place on November 30, a day prior to the PR News’ Facebook Conference on December 1. Both events will be held at the National Press Club in Washington, D.C.  When registering, you have the option to register for the PR News' Facebook Conference only and/or the Media Relations 2.0 Workshop and PR News' PR People, 15-to-Watch & Top Places to Work in PR Awards Luncheon.
 

Per Person RateEarly Bird RateRegular Rate
Conference Only$795$895
Conference & Workshop$1170$1270
Conference & Awards Luncheon$1170$1270
Conference, Workshop & Luncheon$1550$1650

 

Group RateEarly Bird RateRegular Rate
Conference Only$745$845
Conference & Workshop$1020$1120
Conference & Awards Luncheon$1020$1120
Conference, Workshop & Luncheon$1450$1550

 

(Early Bird Rate Ends November 11)

 

Group = Two or more from the same company. Group price is per person.

>>Questions? Contact Amy Jefferies at ajefferies@accessintel.com.

 

  Location/Hotel Room Block/Questions:

>>National Press Club
529 14th St NW # 1300
Washington, DC 20045
Get Directions

>>Hotel Room Block:
PR News has arranged a room block at The Willard Washington, DC, for $329 a night.
Go here to book your room, using code: MOJ.

Dress Code: Business Casual

About the National Press Club:
The National Press Club has been a part of Washington life for nearly 100 years. Through its doors have come all of the Presidents of the United States since Theodore Roosevelt, as well as kings and queens, prime ministers, premiers, senators, congressmen, cabinet officials, ambassadors, scholars, entertainers, business leaders, and athletes. Its members have included all of the Presidents of the United States since Warren Harding and most have spoken from the Club's podium. Tours are available upon request for Media Relations Forum attendees.

Questions?
If you'd like to register by phone or have questions regarding the program, please contact,
Saun Sayamongkhun at saun@accessintel.com; 301-354-1610.

Justification Letter to Attend:

The PR News Facebook Conference will help you discover and implement ideas that deliver results. It will train you to search for innovative solutions. It will provide opportunities to make valuable connections with other PR and communications professionals who have solutions you need. And, it will prepare you for the road ahead.

You probably already recognize the value of attending this conference, and we’d like to offer some assistance to help you convince your supervisor and organization to approve the costs. Download the “Justification to Attend” letter—everything you need to present your business case. The template is simple to fill out and drop off with your supervisor for approval.

Download Editable Word Doc.

Certificate of Completion:

 

 

Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Facebook Conference.


Personalized Certificate for all Attendees

  PR News' Facebook Conference - December 1 in Washington, D.C.

What May & August attendees had to say about PR News' Facebook conference earlier this year:

  • This was a great event.  Not only were the speakers knowledgeable and engaging, but the attendees were awesome.  And networking was great! --Communications Manager, CIGNA
  • My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth.  Great content; great presenters. – Media Relations Manager, ACT
  • I thought it was incredibly relevant to the audience.  I walked away with several key ideas that I can’t wait to implement on my clients behalf. – Chief Public Affairs Officer, Clemson University
  • Great topics. Good variety. -  President, Andrea Obston Marketing Communications
  • It was a fantastically event, and many of the strategies delivered today will inform our company’s social media policies moving forward. – Online News Producer, Education Week
  • Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial
  • Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment of social media. -External Relations, US Operations and Marketing North America, Procter & Gamble
  • I thought it was a wonderful event and I learned a great deal. It was an incredibly valuable seminar.
    -VP of Marketing, Retirement Living TV
  • I was also so impressed with the overall event. The quality of the presentations was top-notch, and the ability to network with like-minded people during the breaks and at lunch was invaluable. -Director, Global Media Relations, SAP AG
  • This was one of the best conferences I've ever attended. - Social Media Manager, Nautica
  • I learned more in one day than I've learned all year! -Director, New Media, American Heart Association
  • Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences. -Executive Director, PR & Communications, Jackson Spalding
  • Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.
  • Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions
  • Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects
  • Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks! -Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.
  • Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company
  • Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS
  • Great speakers. -General Manager, KXLY Radio Group

Register Now

  Sponsorship Information :

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

 

  Meet Our Sponsors:

MEET OUR SPONSORS
Get to know the Partners!

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

 

  About PR News

The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR, Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.
 

Register Now

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