8:15-9:00 a.m. Registration and Networking Breakfast

9:15-9:45 a.m.

The Do's and Don'ts of Using Facebook as a PR Tool

In this opening session, we highlight recent successful Facebook PR initiatives – and also look at what might have made them even stronger. Our panel of experts reveal best practices from PR campaigns that increased followers, engaged communities and managed customer service needs. You'll also hear about common mistakes and the risks of running afoul of Facebook guidelines. Kick off the day with a checklist of the do's and don'ts to boost your Facebook know-how.

	Jason Winocour Social & Digital Media Practice Leader/Agency Partner Hunter Public Relations
	Idil Cakim Senior Vice President GolinHarris

9:45-10:15 a.m.

9 Secret PR Weapons of Facebook

While most PR professionals are acquainted with the basics of Facebook, many are not using all of Facebook’s features effectively for their PR efforts. This session reveals the tools and tactics you need to deliver messaging that will get more traction in a crowded marketplace. Learn when to post and how often, how to reach key markets and demographics and how to incorporate powerful images and videos into your Facebook page. Tap into the power of Facebook and develop a strategy scalable to any organization – regardless of size, budget or resources.

In this session you’ll learn:

• Facebook EdgeRank and its impact on the visibility of your News Feed posts
• Factors that influence EdgeRank, including timing interactions with posts and post attachments
• What kinds of posts get the most traction and visibility
• How to supercharge engagement and interaction with photos, videos and events

Greg Roth Vice President Buddy Media University

10:15-10:45 a.m. Networking Break

10:45-11:45 a.m.

How to Get People to "Like" Your Brand

Within the noisy and ultra-competitive social media ecosystem, PR practitioners like you need to lead conversations that capture the attention of your brand's potential fans. In this session, you’ll learn how to optimize your Facebook profile, identify your key influencers, generate compelling discussions and develop a strategy to jump-start your presence on the platform.

You’ll learn how to:

• Use Facebook to identify your online brand influencers
• Determine who your potential fans may be and reach them where they congregate online
• Use (the right) keywords to attract fans
• Establish a centralized Facebook destination
• Create contests and promotions to drive new users to your Facebook page
• Measure the relevancy co-efficient to identify key influencers
• Add a Facebook Like Box to your Web site to increase your fan base
• Monitor fan activity to understand the content needs and preferences of your audience
• Build a Facebook community by engaging fans in a dialogue
• Generate buzz and build relationships with the media to elevate your campaigns and your fan group’s visibility

	Joe Becker Vice President / Group Manager Ketchum
	Kim Miller Vice President of Consumer Marketing Time Inc. Style & Entertainment Group (PEOPLE, InStyle, Entertainment Weekly)
	Arlene McCrehan Senior Director of Online Media Goodwill Industries International
	Gary Lee CEO mBLAST

11:45-12:45 p.m.

Develop a Winning Content Strategy to Engage Your Followers

Do you have a Facebook content strategy? Not having one is the same thing as having a failed content strategy. Our panelists will show you what a winning content strategy looks like—plus, how and why some Facebook content approaches by PR professionals miss the mark. We bring together digital leaders who will show you how to determine what kind of content will appeal most to your particular fan base, who should create and post content on your team and how best to respond to comments from your fans.

You’ll learn how to:

• Integrate content from other social media platforms like Twitter and blogs onto your Facebook page
• Measure engagement to determine what kind of content connects best with your fans
• Manage team responsibility for creating and posting content and manage comments
• Determine the optimal frequency for posting content
• Use crowdsourcing strategies to test new ideas and products
• Strike the best conversational tone when managing a Facebook page for a client
• Keep brand messaging consistent throughout your Facebook content

	Stephanie Agresta Executive Vice President, Managing Director of Social Media Weber Shandwick
	Maria Baugh Co-Owner Butter Lane Cupcakes
	Paull Young Director of Digital charity: water
	Johna Burke Senior Vice President BurrellesLuce

1:00-2:15 p.m. Luncheon and Keynote

Setting a Facebook Strategy You'll "Like"
Geoff Livingston is co-founder of social media communications consulting company Zoetica and also writes a blog for Mashable about nonprofits' use of social media. In this keynote presentation, Livingston shows you how to successfully develop a solid social media plan, including how to leverage key features of Facebook, setting the right metrics and avoiding common pitfalls to build a sustainable strategy. 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.

Geoff Livingston Co-Founder Zoetica

2:30-3:15 p.m.

How to Manage Employee Facebook Activity for Optimal (and Safe) Results

More and more employees are engaging with Facebook as part of their professional lives, and even those who don’t are most likely spending much of their off-hours time on Facebook. This means that, more than ever, every employee is a brand ambassador. This panel will show you how to stay ahead of the key issues related to training and managing employees in their use of Facebook, making certain that all brand messaging is focused and on target and that risk to the brand is minimized. Learn how to train employees to represent the company in online conversations, develop a social media policy that will empower employees to engage with and respond to your Facebook community in real time and establish explicit guidelines that extend beyond the organization to brand messages on employees’ personal Facebook pages.

You’ll learn how to:

• Develop an internal social media policy
• Align your PR team’s social media strategy and activity with that of an overall organization
• Create guidelines to manage employees’ personal Facebook page activity as it relates to your organization or brand
• Search for cases where employees are negatively affecting brand reputation in their personal Facebook activity—and establish a policy for dealing with such cases
• Establish a formal internal Facebook training program
• Decide who should be the voice of your brand and how often they should “speak” to your stakeholders
• Implement crowdsourcing techniques to monitor and manage your reputation online
• Engage employees to become brand ambassadors for your organization
• Help employees understand the role social media plays in driving your business

Plus, you’ll walk away with 3 sample policies from organizations with social media guidelines already in place and working for them.

	Frank Eliason Senior Vice President of Social Media Citigroup
	Melanee Hannock Vice President ALSAC/St. Jude Children's Research Hospital
	Christine Perkett Founder PerkettPR

3:15-4:00 p.m.

Master Facebook’s Latest Features and Add a New Gear to Your PR Efforts

You can’t afford to miss this session, which will unlock Facebook’s true potential for your PR efforts and show you how to make the most of the platform’s most recent tools and apps. Learn about Facebook’s Places, Groups, Messages, Deals and other features and determine if they are right for your PR initiatives, and whether they are best handled by a PR agency or by an internal team. Our Facebook experts will show you which new features work best for media relations and which work best for consumer outreach, and how to track these efforts for sales and engagement.

You’ll learn how to:

• Build community with consumers using Facebook Places and Deals
• 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
• Incorporate contests, games and promotions on your Facebook page to find new customers
• Customize Facebook tabs to drive sales, services and fundraising efforts
• Determine if Facebook initiatives should be handled internally or externally
• Connect Facebook activity with sales and the bottom line

	Paul Dalessio Vice President Fleishman-Hillard
	Chris Fuller Director of Public Relations Pizza Hut
	Doug Winfield Vice President, Digital MSL New York

4:00-4:45 p.m.

Creating Your Facebook Dream Team

The concept of “social media guru” is already outdated—all PR professionals are expected to be savvy users of Facebook. But are your team’s social media efforts coordinated and being put to their best use? This panel will show you how to build a dream 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. Our panel of PR team leaders will show you how to update job descriptions for the Facebook era; coordinate Facebook activity among PR, marketing and third-party teams; analyze and improve the skills sets of team members; and identify and manage functional overlap and team inefficiencies.

You'll learn how to:

• Retrain existing personnel for Facebook activity and motivate the non-digital natives to embrace social media
• Distinguish a “social media guru” from a professional with a well-rounded background when hiring team members
• Determine who “owns” Facebook and establish 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 how to avoid overlap

Plus, we'll share org charts from companies whose Facebook efforts are seamlessly woven into the daily activity of the PR team.

	Brad McCormick Executive Vice President / Global Digital Director Porter Novelli
	Michael McManus Director, Public Relations Sodexo, Inc.
	Amber Harris Director, Social Media Discovery Communications
	Louis Pagan Managing Director Hispanicize

4:45-5:15 p.m.

Commencement & 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 Grand Hyatt in NYC as a Facebook Expert!