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.

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!

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.

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

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

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.

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.

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

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.

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

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

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.
 

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!