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Testimonials
"I learned more in one day than I've learned all year!" --Director, New Media, American Heart Association
"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
Don't miss these keynote speakers!
Agenda
8:00 - 8:20 a.m. Breakfast & Networking
8:20 - 8:25 a.m. Opening Remarks by Diane Schwartz, SVP & Group Publisher, PR News and Steve Goldstein, Editorial Director, Events, PR News
8:25 - 8:45 a.m. - Opening Keynote Presentation: The "Dragonfly" Model of Social Media Communications
8:45 - 9:15 a.m. - The New Basics of Digital Communications
9:15 - 10:00 a.m. - How to Use Visual Storytelling to Connect Your Brand With New Audiences
Visuals are powerful attention getters for organizations of all sizes and can convey information quickly and easily. But all visuals begin with a discussion of who the audience is and what the goal of the visual is. Learn how visuals can enhance and complement the stories your brand has to tell, discover what tools and resources are available to you and connect with new audiences—audiences that increasingly expect and consume visual information on digital channels.
You’ll learn how to:
- Spot opportunities for visual storytelling within your own organization, using the resources you already have available
- Create visuals of the business world around you and be a curator of visuals
- Put your audience’s perspective and needs at the center of your visual storytelling
- Create and distribute images, videos, charts and infographics that fit your business and communications objectives
- Determine the role of visual storytelling in integrated communications
- Simplify complex stories with visuals
- Choose which free tools for visual storytelling are right for your needs
10:00 - 10:30 a.m. - Boost Your Reach on Facebook With Content the News Feed "Likes"
Facebook continues to optimize its news feed to show posts that people are most likely to engage with, and is also purging its network of fake “likes” and fake accounts. The social network has changed the algorithm it uses to filter posts to users, and brands have reported a 5%-40% decline in the reach of their Facebook posts. This may be great news for Facebook users who are weary of spam, but for brands it means that their organic reach might be taking a hit. 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.
You’ll learn how to:
- Craft posts that engage the audience you want to reach and manage the effects of Facebook’s EdgeRank algorithm
- Use a variety of posts to boost your organic reach
- Find ways to use images to get more shares, likes and comments at little cost
- Feature your most loyal customers by posting pictures of them using your products/services
- Integrate Instagram and Pinterest into your Facebook strategy to increase engagement
- Include rich media in posts
- Increase the reach of your posts with Facebook Ads
10:30 - 10:45 Networking Break
10:45 - 11:15 a.m. - How to Make Twitter Your Brand's Secondary (or Even Primary) Online Home
Is Twitter your portal to the digital world? Is it the first place you go to for breaking news, entertainment and gossip from the media, from brands, from friends and from your growing legion of followers? Has it been a while since you last “surfed” the Internet? If so, you’re not alone—we all rely on Twitter the way we once relied on the Big Three TV networks for content. As a PR professional, you have an opportunity make your organization a source of news, insight and even entertainment on Twitter. Learn how to build a legion of followers on Twitter and how to make Twitter the first place you go to when you have useful content to share, milestones to celebrate. crises to manage and now, with Vine, brief videos to share.
You'll learn how to:
- Attract more followers and increase audience engagement
- Develop a content strategy for Twitter that draws on your organization's areas of expertise
- Find and answer questions from your followers
- Sell your products and services on Twitter—without really “selling”
- Build relationships with the media
- Manage and protect your brand's reputation during crises using Twitter
- Improve your customer service efforts
- Microblog with impact—how to say it in 140 characters
- Align your Twitter efforts to your business goals and measure results
- Use Twitter's new Vine mobile video service
- Amplify your Twitter presence with Promoted Tweets, Accounts and Trends
- Use the best free tools to manage your Twitter activity
11:15 - Noon - Content Marketing: Socialize Your Content and Reshape the Role of PR
Learn how to tap into the growing power of content marketing and how creating and distributing content via social channels is turning brands into media companies and PR professionals into chief information officers. Content marketing has transformed traditional notions of public and media relations, as content-hungry audiences are less interested in the source of content as they are in the quality and utility of the content. This session will show PR pros how to use the power of story, all their content assets, collaborate across department lines and expand the notion of “PR” to encompass (meaningful) content creation and distribution.
You'll learn how to:
- Think like a publisher and media producer
- Apply storytelling concepts and high editorial standards to the creation of text and visual content
- Be your own editor and decide when there is real value to the content you’re sharing
- Socialize your content to extend its reach
- Create credible content that will be found by search engines
- Attract and retain customers with your brand’s unique content
- Use measurement tactics to determine what's working and what's not working in your content strategy
Noon - 12:15 p.m. Networking Break
12:15 - 1:30 p.m. - Luncheon and Keynote Presentation: How to Move Your Online Visitors to Action
1:30 - 1:45 p.m. Networking Break
1:45 - 2:30 p.m. - Measure the Effectiveness of Your Social Media Programs
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:
- Align the impact and value of your social media initiatives with organizational objectives
- Define social media outcomes in advance, spanning multiple business goals
- Limit the definition of “ROI” to measurable financial impact
- Calculate value in positive returns (sales, reputation, etc.) or avoided negative returns (risk mitigated, costs avoided)
- Develop KPIs & balanced scorecards to connect social media impact to business results/language
- Integrate analysis (social, search, Google Analytics) to provide a richer environment for insights
2:30 - 2:45 p.m. Networking Break
2:45 - 3:30 p.m. - Build Relationships With Journalists on Social Channels in Advance of Crises
PR practitioners have to be knowledgeable, skilled and savvy listeners and conversationalists to be able to proactively interact with journalists on Twitter, LinkedIn, Facebook, Tumblr and beyond. Journalists are using these networks more and more to find story ideas and sources and to report on reputational crises. We’ll show you how build and maintain relationships with journalists on social channels before a crisis hits, how to cater to their needs while advancing your own cause and, ultimately, gain what is still the holy grail of PR—positive coverage in the media.
You'll learn how to:
- Research the content needs of your targeted journalists
- Determine when to engage directly with journalists on Twitter and LinkedIn
- Become a must-follow for your targeted journalists and be regarded as a resource on social channels
- Use LinkedIn to find the journalists and bloggers with influence in your market
- Take an active role in distributing and creating story ideas to increase the chances of positive coverage of your brand
- Comment on blogs and journalists’ Tumblr accounts to build relationships
- Communicate effectively with journalists and influencers via social channels during times of crisis
3:30 - 4 p.m. - Why Didn't I Think of That? 15 Unique Digital PR Ideas in 30 Minutes
Pricing
Sign Up for the 2-Day Package!
Per Person Rate
Group Rate
Group = Two or more from the same company. Group price is per person. Questions? Contact Saun Sayamongkhun at [email protected] or 301-354-1694. [Back to the Top]
- 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
- Workbook & Attendee-Only Access to Speaker Presentations
Earn 4 points toward your PR News Certificate in Social Media
- The New Basics of Digital Communications
- How to Use Visual Storytelling to Connect Your Brand With New Audiences
- Boost Your Reach on Facebook With Content the News Feed "Likes"
- How to Make Twitter Your Brand's Secondary (or Even Primary) Online Home
- Content Marketing: Socialize Your Content and Reshape the Role of PR
- How to Move Your Online Visitors to Action
- Measure the Effectiveness of Your Social Media Programs
- 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
Some proceeds from the Conference will go to One Laptop per Child - whose mission is to create educational opportunities for the world's poorest children by providing each child with a rugged, low-cost, low-power, connected laptop with content and software designed for collaborative, joyful, self-empowered learning. When children have access to this type of tool they get engaged in their own education. They learn, share, create, and collaborate. They become connected to each other, to the world and to a brighter future.