PRNews - PR Measurement Conference

The #1 gathering of digital communicators and break-through PR thinkers

October 16, 2013 | Grand Hyatt, NYC

digitalPR_2013coverJoin us in New York on Wednesday, Oct. 16, 2013, for the Digital PR Summit, PR News' annual one-day immersion in the digital communications best practices that help drive organizations' reputations, media profiles and profitability. You'll have the opportunity to network with peers, share ideas and meet with some of the top digital strategists in PR, and we'll also preview some of the latest apps, tools and social platforms that you can't afford not to know about.

Speakers:

 

Agenda:

8:30 – 9:00 a.m. The Wake-Up Call: PR's Role in the New Social Landscape
9:00 – 9:45 a.m. How to Measure and Communicate Social Media ROI
9:45 – 10:15 a.m. How to Play by the Latest Rules of Engagement on Facebook
10:15 – 10:30 a.m. Networking Break
10:30 – 11:15 a.m. Get Your Messages in Front of the Right Followers on Twitter
11:15 a.m. – noon Content Marketing Clinic: PR's Role in Content Creation
Noon – 12:15 p.m. Networking Break
12:15 – 1:30 p.m. Networking Lunch and Keynote Presentation: How to Engage With the Internet's Passionate Communities
1:30 – 1:45 p.m. Networking Break
1:45 – 2:15 p.m. No-Holds Barred: How Two Brands Have Met the Challenges of the Digital Present and Future
2:15 – 3:00 p.m. How to Use Instagram, Pinterest and Vine for Visual Storytelling
3:00 – 3:15 p.m. Networking Break
3:15 – 3:45 p.m. What's in Your Toolbox? Social Media Monitoring Tools—the Paid and the Free
3:45 – 4:15 p.m. Building, Motivating and Managing Your Digital Dream Team
4:15 – 4:30 p.m. The Final Say: Key Takeaways from Today
4:30 p.m. Commencement

What We'll Cover:

8:30 - 9:00 a.m. - The Wake-Up Call: PR's Role in the New Social Landscape

Social media continues to open up new worlds of possibilities for PR professionals. As all b2c, b2b and nonprofit organizations adapt to the reality that social is the primary means of digital communication, they see more opportunities—and dangers—in social's viral capacity. This morning wake-up call will show you how PR pros' natural skill sets make them uniquely qualified to lead the way on social—and which skill sets they need to develop to take advantage of the evolution of existing and developing platforms.

The Wake-Up Call will include:

  • Statistics on the reach of leading and emerging social networks
  • Demographic research showing time spent on social networking
  • Data showing the growth of second-screen viewing
  • Insight into which skills are most needed by PR agencies and in-house teams looking for social media strategists
Molly McKenna Jandrain
Director of Public Relations
McDonald's USA
@Molly_McDs
Maggie O'Neill
Partner & Senior Director
Peppercomm
@pcommotions

9:00 - 9:45 a.m. - How to Measure and Communicate Social Media ROI

Every social media program worth doing is worth measuring, and providing metrics that matter to senior leaders is the best way to protect your budget and increase it. Learn how to set goals and measurable objectives for your social media programs, focus on the impact of social media instead of on vanity metrics and develop ROI models that will help you get your budgets approved.

You'll learn how to:

  • Establish key performance indicators (KPIs) that matter
  • Use metrics to show how social media reduces costs
  • Define outcomes
  • Measure website behavior and share of voice
  • Track conversation trends and referrals
  • Produce regular, consistent measurement reports
  • Make real-time monitoring part of your measurement strategy

Bonus Report: "3 O's of Metrics: Outputs, Outtakes & Outcomes"

Scott Gulbransen
Director, Social Business Strategy
H&R Block
@sdgully
Mark D. Tullio
Vice President, Worldwide Marketing
Lantronix, Inc.
Johna Burke
EVP
BurrellesLuce
@gojohnab

EMERGING PLATFORM ALERT! Learn 2 things you need to know about an emerging social media platform.

9:45 - 10:15 a.m. - How to Play by the Latest Rules of Engagement on Facebook

Learn how to craft targeted, relevant, engaging content that Facebook's News Feed algorithm will "like" and expand your brand's reach on the #1 social network. The best posts on Facebook combine great writing and—even more important—great visuals, but it takes more than great content to engage with your target audience. You need to learn what kind of content will show up in Facebook users' News Feeds, first and foremost.

You'll learn how to:

  • Write relevant posts that will show up in your community's News Feed
  • Engage the superfans who are most likely to drive engagement with your Facebook page
  • Integrate other social media platforms like Pinterest and Instagram
  • Share more visual content—both still images and video
  • Manage negative comments on Facebook

Bonus Report: "How to Respond to Customer Service Comments on Facebook"

Charles Territo
Senior Vice President of Public Affairs and Marketing Communications
American Traffic Solutions
@ATS_RoadSafety
Iris Yen
Vice President, Communications
American Eagle Outfitters
@AEO

10:15 - 10:30 a.m. - Networking Break

10:30 - 11:15 a.m. - Get Your Messages in Front of the Right Followers on Twitter

You need to reach the Twitter followers that matter most to your organization, and merely blasting out a daily quota of tweets and responding to followers periodically doesn't qualify as a strategy. Our experts in using Twitter for brand engagement will show you how to find and join conversations your audience is already having on Twitter; use hashtags based on keywords that are relevant to your target audience; write brief, shareable tweets that fall well below the 140-character limit; use in-tweet photos, audio and video; when and how best to use direct messaging; and more. You'll also learn about some of the best tools available to research keywords that are being used in Twitter by your target audience.

You'll learn how to:

  • Research and use hashtags that connect your organization with your audience
  • Craft tweets that are more likely to be retweeted and build site traffic
  • Distribute rich messages with expandable tweets
  • Manage a crisis on Twitter
  • Measure the effectiveness of your messaging on Twitter
  • Find and create brand ambassadors on Twitter

Bonus Checklist: "5 Tips for Using Twitter's Promoted Products"

Brooke Primero
Senior Vice President,
PR & Marketing
Academy of Country Music
@BrookeInSoCal
@ACMawards
Gemma Craven
Executive Vice President, N.Y. Group Director
Social@Ogilvy
@gemsie
Peggy Ann Torney
Associate Director of Public Affairs
Lymphoma Research Foundation
@lymphoma

EMERGING APP ALERT! Learn 2 things you need to know about a new mobile app ideally suited for PR pros.

11:15 a.m. - noon - Content Marketing Clinic: PR's Role in Content Creation

Every company is indeed a media company, as more and more b2c and b2b brands are realizing the competitive advantages of combining the power of content creation with social channel distribution. Our content marketing clinic leaders will show you why and how PR practitioners should lead their organizations' content strategy, and how to create a content strategy that works within acceptable budgets and ties directly to your organization's business goals. You'll also get tips on finding sources of content within your organization at all times and keeping your brand in the news when there is no news.

You'll learn how to:

  • Use search, listening, social and other inputs to determine content areas that are both of interest to your audience and authentic to your brand
  • Use your editorial savvy as a PR pro to customize content type and tone to relate to a wide range of audiences
  • Create cross-functional teams to focus on making your content work hard for you
  • Use data to develop monthly impact results and make strategic recommendations
  • Forge content partnerships
  • Make current news relevant to your brand

Bonus Checklist: "5 Keys to Making Your Business a Content Powerhouse"

Simon BradleySimon Bradley
VP Marketing, North America
Virgin Atlantic Airways
@bradleysimon40
@Virgin_Atlantic
Allison RobinsAlbe Zakes
Global VP, Communication
TerraCycle
@AlbeZakes
@TerraCycle

 

Noon - 12:15 p.m. - Networking Break

12:15 - 1:30 p.m. - Networking Lunch and Keynote Presentation: How to Engage With the Internet's Passionate Communities

Reddit’s Marta Gossage and Victoria Taylor will prepare you for a new age in media relations in which there is often no media gatekeeper between your brand and the audiences you need to engage with. Victoria Taylor, director of communications for Reddit, will offer her perspective on the evolving role of the communications professional whose job it is to connect their brand with passionate Internet communities that are creating and sharing their own content. And Marta Gossage, community operations manager for Reddit, will offer best practices on how brands can engage with the growing communities on Reddit, which now boasts usage among 6% of U.S. online adults.

Marta Gossage
Community Operations Manager
Reddit
@reddit
Victoria Taylor
Director of Communications
Reddit
@happysquid
@reddit

1:30 - 1:45 p.m. - Networking Break

1:45 - 2:15 p.m. - No-Holds Barred: How Two Brands Have Met the Challenges of the Digital Present and Future

We'll have a frank discussion with leaders at two brands that have moved the needle with digital communications. We'll learn about their personal journeys and about how digital communications has changed the business models of their organizations and how it has reshaped the role of PR. You'll also have the opportunity to ask them those questions that are sometimes difficult to ask within your own organization.

Kevin Hunt
Social Media Manager,
Global Communications
General Mills
@GeneralMills
@kevin_hunt
Bob Sipchen
Director of Communications
Sierra Club
@SierraBob

 

2:15 - 3:00 p.m. - How to Use Instagram, Pinterest and Vine for Visual Storytelling

You don't have to manage PR for a fashion, food or media brand to leverage the power of still and video images. Our visual storytelling experts will show b2b, nonprofit and b2c brands how they can make the leap to visual storytelling with Instagram (both still images and video), Pinterest and Twitter's Vine app. Learn how to mine your existing visual content and create new content (affordably); determine how to use those images to tell a brand's story across social channels; apply storytelling principles to the use of still images; get started using Facebook's video on Instagram service; and launch visual stories that motivate audiences to participate and share their own images.

You'll learn how to:

  • Spot opportunities within your organization for visual storytelling
  • Craft creative and shareworthy Vine videos
  • Be inspirational on Pinterest and drive pinners back to your brand pages
  • Use storytelling concepts in the creation of your boards on Pinterest
  • Leverage Facebook's Instagram video service
  • Showcase your brand's history and story on Instagram
  • Create short, specific campaigns on Instagram

Bonus Checklist: 7 Steps to Getting Started on—and Using—Vine

Amanda Junker
Digital Director
Shape Magazine
@amandajunker
Allison RobinsAllison Robins
Director of Global Public Relations
Zumba Fitness
@allison28
Allison RobinsDoug Simon
President & CEO
D S Simon Productions
@DSSimon

 

3:00 - 3:15 p.m. - Networking Break

EMERGING PLATFORM ALERT! Learn 2 things you need to know about an emerging social media platform.

3:15 - 3:45 p.m. - What's in Your Toolbox? Social Media Monitoring Tools—the Paid and the Free

In this fast-paced session we'll show you some of the best free and paid social media monitoring tools to help you identify key influencers in your market; track negative comments and emerging crises; measure the reach of your content and engagement with your posts; and more.

You'll learn about free and paid tools that can help you:

  • Monitor online conversations about your brand on social channels
  • Use keyword searches and tools to identify bloggers and other industry influencers
  • Track negative comments and anticipate a crisis
  • Measure the reach of your social media content and engagement with your content
  • Measure on emerging platforms
  • Measure positive and negative sentiment
Emily Buchanan
Senior Principal, Chair of Social Engagement and Brand Marketing
Carmichael Lynch Spong
@emilybuchanan
@cl_spong
Moderator:
Sarah Shepard

Regional Vice President
Business Wire
@shepnyc
@BusinessWire

3:45 - 4:15 p.m. - Building, Motivating and Managing Your Digital Dream Team

We'll take a revealing and potentially career-altering look at how the explosion in digital communications has led to new job titles for PR professionals and new responsibilities. You'll also learn what kinds of salaries and compensation packages are being offered to PR pros moving into these new roles, and how successful managers are inspiring these digital dream teams to tackle new frontiers in social and mobile frontiers.

You'll learn:

  • What new roles are opening up for PR professionals, and the job titles associated with those roles
  • What management styles work best with PR pros taking on these new roles
  • Which kinds of corporate responsibility programs build brand loyalty
  • What PR teams can learn from the work culture of start-up companies
  • How digital savvy has translated to boosts in salary and benefits packages for PR professionals

Bonus Report: "Helping PR Pros Debunk Millennial Stereotypes and Dispel the Myths"

Gemma Craven
Executive Vice President, N.Y. Group Director
Social@Ogilvy
@gemsie
Calvin Stowell
Director of Digital and Content
DoSomething.org
@aurosan
@dosomething

4:15 - 4:30 p.m. - The Final Say: Key Takeaways from Today

Hear from the day's trainers and your peers the highlights of the Digital PR Summit. You won't want to miss this closing session, your cheat sheet of digital tactics to implement when you get back to the office.

4:30 - Commencement

You'll get the actionable takeaways, how-to's and real-world examples you need to measure and communicate the ROI of social media; share content on Facebook that reaches the News Feeds of your target audience; connect with the Twitter followers that matter most to your organization; take the lead in your organization's content marketing strategy; become a brand storyteller with Instagram, Pinterest and Vine; have the inside track on the best free and paid social media monitoring tools; discover the best career opportunities for digitally savvy PR pros; manage a crisis on social channels; and more.

Pricing:

The SEO Workshop and Platinum & Top Places to Work in PR Awards Luncheon will take place on October 15, a day prior to PR News' Digital PR Summit on October 16. All three events will be held at the Grand Hyatt in New York City. When registering, you have the option to register for one or all events.

Discounted Rates End October 4!

Per Person Rate Regular Rate:
Conference Only $995
Conference & SEO Workshop $1320
Conference & Platinum & Top Places to Work in PR Awards Luncheon $1520
Conference, SEO Workshop, Luncheon $1995
Group Rate Regular Rate:
Conference Only $945
Conference & SEO Workshop $1270
Conference & Platinum & Top Places to Work in PR Awards Luncheon $1495
Conference, SEO Workshop, Luncheon $1970

The group rate is for two or more people. Register now and join us at the Grand Hyatt on October 16 and immerse yourself in the skills you need to compete and thrive as a PR practitioner!

Questions?
Contact Saun Sayamongkhun at saun@accessintel.com or 301-354-1694.
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Start Your Registration Now for PR News' Digital PR Summit:

 

PR News Certificate in Social Media :

Also, you earn 8 points toward your PR News Certificate in Social Media. Get 32 points (Four PR News digital/social media conferences) and you'll become a PR News Digital PR Master!
The Certificate in Social Media is a program offered by PR News in response to a growing need by PR professionals like you to prove your worth and knowledge within your organization, among your peers and to your business partners. Being a digital leader today means constantly staying ahead of the curve and gaining the requisite knowledge and tools to execute smart and effective digital communications initiatives. By attending PR News' Digital PR/Social Media Conferences, you can do both. [Back to the Top]

Sponsorship Information:

To sponsor this event, contact PR News' SVP and Group Publisher Diane Schwartz at dshwartz@accessintel.com.

Bonuses For Attending

  • Samples of Social Media Guidelines
  • 10 'Who' Questions to Ask in Social Media Crisis Planning
  • Tip Sheet: An 8-Step Process to Proving ROI for Your Social Program
  • Certificate of Attendance
  • Attendee Workbook
  • Attendee-Only Access to Speaker Presentations
  • Earn 8 points toward your PR News Certificate in Social Media

One lucky attendee will receive an iPad Mini at the Digital PR Summit!

You'll Become an Expert In

  • Digital Communications
  • Visual Storytelling
  • Boosting Your Reach on Facebook
  • Media Relations Next Practices
  • Content Marketing
  • Using Twitter for Crisis Management
  • Measuring the Effectiveness of Your Social Media Programs

Sponsors:

To sponsor this event, contact PR News' SVP and Group Publisher Diane Schwartz at dshwartz@accessintel.com.

Conference Facilitators

Steve Goldstein
Editorial Director, Events
PR News
Diane Schwartz
SVP and Group Publisher
PR News

Location

Conference Location:

Grand Hyatt New York
109 East 42nd Street at Grand Central Terminal,
New York, New York, USA 10017

Dress Code: Business Casual

Questions?
If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at saun@accessintel.com; 301-354-1694.

Who Should Attend

If you spend at least a quarter of your time in any of these areas, you should attend this Conference:
  • Public Relations
  • Digital and Social Media
  • Community Relations
  • Corporate Communications
  • Word of Mouth Marketing
  • SEM/SEO Management
  • Publicity
  • Brand Marketing
  • Video Production
  • Marketing Communications
  • Employee Communications
  • PR Business Development
  • Human Resources
  • Public Affairs/Issues Management
  • Media Relations
  • Research
  • Analytics
  • Measurement

Letter to Attend

Justification Letter to Attend

This PR News Conference will help you discover and implement digital communications ideas that deliver results. 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. Do you need approval to attend this conference? Download the "Justification to Attend" letter—everything you need to present your business case.
Download Editable Word Doc

Proceeds


Some proceeds from this conference will go to Newtown's Memorial Fund - whose mission is to "provide for the immediate needs of the families of the 26 victims, those who were wounded but survived, the 12 children who were first-hand witnesses, and the others affected."

Testimonials

  • 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