8:30 – 9:15 a.m.

State-of-the-Art Uses of Twitter for Communications

How are social media leaders using Twitter today—and what do they have planned for tomorrow? Find out which brands have established themselves best on Twitter, and learn how they have amassed followers and built community. Representative tweets from top brands on Twitter will be broken down so you can see just how versatile 140 characters can be. Discover the latest trends in using Twitter for communications, including which tweeting techniques and content are falling out of favor.

In this session you’ll learn:

• Which brands have been most successful in using Twitter to communicate with audiences, and why
• How Twitter has enhanced some of these brands
• Which communications professionals have established themselves as trusted voices on Twitter
• What the leaders on Twitter all have in common
• What the latest trends in tweeting are and what will differentiate brands on Twitter in the future
• When to use hashtags (and when not to)
• What kinds of tweets lead to being “unfollowed”
• How efforts in customer service or nontraditional communications lead to brand and reputation building

	Graham Kahr Social Engagement Scientist Zappos
	Kip Wetzel Senior Director, Social Media Service and Strategy Comcast

9:15 – 9:30 a.m.

Cutting Through the Clutter: How to Identify and Monitor the Right Influencers

With 750 million users on Facebook and almost 200 million on Twitter, it's hard not to get lost in the data. As a PR practitioner, it's vital to separate the voices that matter from the digital noise. In this session, you'll learn how to identify the key influencers—including clients, customers and the media—and how to measure their impact on your brand. Learn the difference between influence and popularity, how to build relationships with influencers and how to leverage those relationships to advance word of mouth and viral PR.

In this session, you'll learn how to:

• Use keyword searches to identify key voices across Facebook, Twitter and other social networks
• Identify the market you serve and which topics matter most to your market
• Listen and monitor keywords and conversations to identify relevant voices that matter
• Measure which influencers are topically relevant for your brand
• Use tools to find, measure, score and map influencers

Gary Lee CEO mBLAST

9:30 – 10:30 a.m.

How to Get More (and the Right) Followers

This session provides the tactics you need to build a following of key stakeholders, including customers, media professionals and brand advocates, and leverage those relationships to get your messages noticed in the constantly moving Twitter stream. Learn how to create engaging content, develop an authentic and transparent tone and generate compelling content that will capture the attention of your brand’s fans and attract new followers.
 
In this session, you’ll learn how to:

• Create a profile and tweetstream that attracts qualified followers
• Craft meaningful, relevant messages that are likely to be retweeted
• Search keywords and hashtags to find followers who will engage with your brand
• Retweet and use direct messages to engage followers
• Use free or low-cost tools to build your Twitter following and monitor your audience
• Create goodwill by recognizing your new followers and brand advocates
• Choose the optimal times of day to post tweets
• Know when to retweet or direct message your followers
• Continue the Twitter conversation offline with your stakeholders
• Distribute relevant content to your followers on a regular basis
• Continually monitor to find out what’s working and adjust your strategy accordingly
• Track media professionals and bloggers and target messages to them

Plus, you’ll receive a tip sheet on “How to Engage Followers on Twitter”

	Nada Arnot Chief Digital Officer RF Binder
	Laura Perry Director of Communications UCLA School of Nursing
	Priya Shah Social Media Manager SquareTrade Inc.

10:30 – 10:45 a.m.  Networking Break

10:45 – 11:15 a.m.

Building a ‘Tweet’ Dream Team

This session will show you how to define clear roles and responsibilities among team members to help navigate the fast-paced world of social media. You’ll learn how to build a Twitter A-team, how to avoid overlaps in workflow and what criteria to look for when hiring new talent. You’ll walk away with clear guidelines to establish the best combination of social media staff and resources—for any budget.
 
In this session, you’ll learn how to:

• Create a roadmap of workflow to avoid overlap and reduce inefficiencies
• Divide Twitter efforts among internal teams as well as external PR, digital and advertising agencies
• Monitor your social media efforts to recognize successes and learn from failures
• Take the lead in developing a content strategy in tandem with advertising and marketing
• Distinguish Twitter “gurus” from well-rounded PR practitioners when hiring new staff
• Implement a social media policy to provide guidelines for employees and team members

	Paula Berg Digital Media Leader Linhart Public Relations
	John Earnhardt Director, Corporate Communications Cisco Systems

11:15 – 12:15 p.m.

How to Measure Your Twitter Activity and Drive Bottom-Line Results

With Twitter poised to surpass Facebook as the leading social media platform, PR practitioners recognize the growing value of this channel. But they also know that they must tie the results of their Twitter initiatives to bottom-line outcomes. Our panel of measurement experts will show you how to define measurement objectives, determine which metrics matter to the senior management and how to measure engagement. You’ll walk away with the measurement tactics that will help you make your Twitter efforts more efficient and—not least—justify your Twitter efforts to your organization's top leaders.

In this session, you’ll learn how to:

• Set Twitter objectives and establish key performance indicators
• Define the value of followers and retweets
• Integrate social media with traditional metrics
• Measure the ROI of the number of followers versus influence
• Compare inbound traffic to your Web site from Twitter click-throughs versus Web search
• Tie Twitter initiatives to sales and bottom-line objectives
• Analyze online conversations and engagement

	Sabrina Horn Founder, President & CEO Horn Group
	Andy Levey Social Media Manager Cirque du Soleil

12:30 – 1:30 p.m. Luncheon and Keynote Presentation

The No BS Guide to Twitter: How Defining Your Purpose Helps Guide Your Success
on Twitter and Social Media
"Join the conversation" still echoes from the early days of social media advice, and companies are falling in line. But few are happy with what they're getting out of social media marketing. It's not because social media marketing is ineffective—it's because the way they're using it is. Jason Falls will drill his new book No Bull**it Social Media down to Twitter specifically and talk about  how we can use the platform to drive business strategically—joining the conversation, but also measuring and understanding what we get out of it.

Jason Falls CEO, Exploring Social Media, and co-author of the new book No Bull**it Social Media: The All-Business, No-Hype Guide to Social Media Marketing

1:45 – 2:00 p.m.

Twitter Tools & Resources That Will Maximize Your PR Efforts

This session gives you the lowdown on the most innovative Twitter tools and how you can use them to monitor, manage and analyze your Twitter activity. Learn how to run multiple accounts and track results with HootSuite, track Twitter trends with Retweetist and archive and analyze tweets on The Archivist. You’ll walk away with the resources needed to keep your Twitter strategy on track.

Tools covered will include, but are not limited to:

• HootSuite
• TweetDeck
• BufferApp
• SocialOomph
• The Archivist
• Twitterfall
• Trendsmap
• Retweetist
• Twitter’s photo-sharing service
• Twitter's new user photo galleries

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

2:00 – 3:00 p.m.

Quick Study: Best Practices From 3 Top Twitter Case Studies

Twitter's applications for communications professionals are varied, and no single individual or organization can lay claim to mastery in all of them. In this session, we present three unique case studies that show how PR teams have used Twitter successfully with different goals in mind. Our panel provides proven Twitter tactics to manage customer relations, build a community of brand ambassadors, promote your CSR efforts and inform stakeholders of key issues.

In this session you’ll learn how to:

• Attract more followers and increase audience engagement
• Engage with existing and new audiences
• Use Twitter as a listening tool and learn how and when to respond to tweets
• Build strong relationships with the media
• Use Twitter as a research tool for developing new products and services
• Increase traffic to your Web site and other social media pages using Twitter
• Improve your customer service efforts
• Establish new business partnerships and strengthen bonds with current partners

	Joel Frey Senior Public Relations Manager Travelocity
	Cristina Alfaro Communications Manager McDonald's USA
	Chris Servell Director Emerging Media Navy Office of Information

3:00 – 3:15 p.m. Networking Break

3:15 – 3:45 p.m.

Managing the Legal Risks in Social Media

Things tend to happen quickly on Twitter—sometimes too quickly. Within this fast-paced, 24/7 environment, PR pros must be ready to make decisions based on liability, regulatory and compliance issues. This session highlights the legal risks PR practitioners need to be aware of when tweeting information, posting photos and interacting with followers on behalf of their organizations or clients. Learn how to navigate the regulatory issues that impact your Twitter communications. You’ll walk away with the know-how to avoid some of the obvious—and more obscure—legal pitfalls that await all users of social media.

In this session you’ll learn:

• Who owns user-generated content posted on Twitter
• The scope of liability of material posted by organizations
• Compliance and regulatory issues with the FTC endorsement guide
• How to create a social media policy that will protect your organization against liability

Allison Fitzpatrick Partner Davis & Gilbert LLP

3:45 – 4:30 p.m.

Twitter as a Key Tactic in Your Crisis Management Plans

Some organizational crises are now being ignited on Twitter, which only goes to prove that the microblog must be incorporated into all crisis plans. But Twitter is not only an outlet for rogue or inappropriate tweets from organizations—it is a great platform for monitoring potential crises and for communicating with audiences once they strike. This session will first offer the inside scoop on the best practices and tools PR leaders in social media are using to monitor comments in Twitter to spot reputational crises before they develop. And then it will offer examples of tweets used by PR pros during real crises—some that struck that right tone and told stakeholders what they needed to hear, and some that inflamed them.

In this session you’ll learn:

• What to include in your crisis plan as it relates to Twitter
• What are the best tactics and tools for monitoring Twitter for potential crises
• How much time should be spent monitoring Twitter, and what kinds of comments to look for
• Tips for responding to negative tweets during a crisis
• The elements of an authentic tweet that resonates with stakeholders during a crisis
• What kind of engagement on Twitter works best during a crisis

Plus, you’ll walk away with a checklist of tactics to manage a crisis in Twitter time.

	Dallas Lawrence Chief Global Digital Strategist Burson-Marsteller
	Shannon Greevy Social Media Communications Strategist Esurance

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 share ideas at the Wynn in Las Vegas.