Social Media Summit

Digital PR Summit

Friday, June 22, The Sentry, New York City

(Taste of Tech, Thursday, June 21)

The essential, one-day summit for PR professionals dedicated to social media communications,
SEO, PR measurement and digital engagement with the media.

 

Register Now

Early Bird Rate Ends May 18 
Start Tweeting: #prnsocial

Become the Go-To Expert in Your Organization in:
* Facebook * Twitter * Pinterst *LinkedIn * Google+ *Foursquare * Tumblr

 

Bonuses for Attending:

PR Essentials: SEO checklist
Samples of social media policies
Certificate of Attendance
Workbook & attendee-only access to speaker presentations
Platinum Sponsor:
Sponsors:
BurrellesLuce

Join us on Friday, June 22, for PR News’ Social Media Summit —the highly anticipated, annual day of intensive, tactical learning led by top digital PR strategists. In one day you’ll get dozens of practical takeaways to help you maximize your Facebook, Twitter, online video, SEO and measurement initiatives and become the top digital communicator in your organization.

At the Social Media Summit you’ll get tips to boost your Facebook content to the top of users’ News Feeds, identify and connect with top influencers on Twitter, build relationships with media professionals on their preferred digital channels, prevent or mitigate a crisis online, implement SEO tactics to improve your search rankings and develop metrics to communicate your social media successes to senior management. Plus, you’ll hear about the next wave of digital tools and how they can be integrated into your overall communications strategies.

We’ve assembled a roster of the top digital leaders in PR—from large and small companies, nonprofit organizations and PR firms. These experts will share in-depth case studies of their digital strategies—from concept to creation to execution—and will leave ample time to answer all of your questions.

Each session is designed to provide tools and tactics that you can begin implementing immediately upon your return to the office. And you don’t need to worry about taking notes throughout the day—we’ll provide an Executive Summary to all attendees recapping the takeaways from each session. The Social Media Summit is designed to be interactive—you’ll have time to ask questions throughout the day along with numerous networking opportunities.

Don’t miss this information-packed day of interactive learning and networking from the most trusted resource for communicators, PR News.

In one-day, you'll become an expert in:

  • Tying Social Media to Your Bottom Line
  • Deploying Proven Digital Tactics to During a Crisis
  • Leveraging the Latest Facebook Updates for PR
  • Empowering Employees & Protecting Your Brand With Smart Social Guidelines
  • Twitter Strategies That Produce Positive Business Results
  • Developing and Distributing Videos For Large Scale Engagement
  • LinkedIn: Your Most Powerful Underused Communications Tactic
  • Getting People to "like" Your Brand and Become Part of an Engaged Community
  • Developing a Winning content Strategy to Engage Your Followers
  • Measuring the Impact of your Social Media Initiatives
  • Creating your Facebook Dream Team
  • Mastering Facebook’s Latest Features

 

Agenda:

8:30 - 9:00 a.m.

Opening Keynote

9:00 – 10:00 a.m.

Become a Master of Engagement on Facebook

10:00 - 10:15 a.m.

Networking Break

10:15 – 11:00 a.m.

Quick Studies: Three Ways to Make Your Brand a Must-Follow on Twitter

11:00 – 11:30 a.m.

What You Need to Know Now About Pinterest

11:30 – 12:15 p.m.

How to Measure Your Social Media Activity and Communicate Your PR Successes

12:30 – 1:15 p.m.

Luncheon & Networking

1:30 – 2:15 p.m.

Interactive Crisis Clinic: Proven Digital Tactics to Deploy During a Crisis

2:15 - 2:45 p.m.

Keynote Panel: The Next Wave in Digital Tactics and Tools for Your PR Arsenal

2:45 - 3:00 p.m.

Networking Break

3:00 – 3:30 p.m.

Leverage LinkedIn – Or Get Left Behind

3:30 – 4:15 p.m.

Demystifying SEO: Optimize Your Messaging for Higher Returns

4:15 – 4:45 p.m.

Baker’s Dozen of Takeaways: 13 Smart Digital Tactics in 30 Minutes

4:45 - 5:15 p.m.

Networking Reception

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Speakers:
What we'll cover:

 

8:30 - 9:00 a.m.

Opening Keynote

David Armano
EVP, Global Innovation & Integration
Edelman


9:00 – 10:00 a.m.

Become a Master of Engagement on Facebook

The honeymoon is over for social media—you will now have to be clear about how your budget and hours spent on Facebook are affecting your brand’s bottom line. You need to get beyond amassing “likes” and become an expert in engaging your community on Facebook to create lasting loyalty for your brand—the kind of loyalty that leads to conversions, increased revenue and positive sentiment. Learn from Facebook experts who are using all of the platform’s hidden secrets and newest features to increase engagement, lift their content to the top of users’ News Feeds, ask questions that inspire conversations, connect with the media, prepare for the launch of Timeline for brands and—most important—prove with engagement metrics that their efforts on Facebook are building their brands’ businesses.

This forward-looking session provides the tactics you need to get the most out of your Facebook efforts, including how to:

  • Align your Facebook activity with your organization's business objectives
  • Use your Facebook page to gather insight and feedback about your market
  • Be a good host on Facebook and increase engagement with specific listening tactics
  • Craft engaging and shareable questions and content that will rise to the top of users’ News Feeds
  • Use Facebook's promotions app to create contests, sweepstakes and giveaways
  • Use quizzes, polls and other interactive content to drive engagement
  • Prepare for the rollout of Timeline profiles for brands and begin the curation process of your brand’s story
  • Measure the unique number of people who have created stories about your brand within a set time, as well as reach
  • Use Facebook to build relationships with journalists and bloggers

Amber Harris
Director, Social Media
Discovery Communications
@thenuwanda

Corinne Kovalsky
Director, Digital & Social Media
Raytheon Company
@corinnekovalsky

Albe Zakes
Global VP, Media
TerraCycle Inc.
@Albe_TerraCycle


 10:00 - 10:15 a.m. Networking Break

 


10:15 – 11:00 a.m.

Quick Studies: Three Ways to Make Your Brand a Must-Follow on Twitter

The launch of Twitter brand pages has given PR professionals a new opportunity to attract followers with fresh content, engage fans with promoted tweets and expand your brand presence. In addition, nearly 70% of media professionals use Twitter as a reporting/sourcing tool, making Twitter one of the best free media relations tools in existence. And when it comes to crisis communications, Twitter is often the first channel used by customers and brands. This session provides in-depth, tactics-packed case studies that showcase Twitter’s capacity for brand engagement, media relations and crisis communications. Learn from our panel of top tweeters how to create a comprehensive Twitter strategy from finding and following qualified users, to posting useful content that raise your brand profile.

You’ll learn how to:

  • Develop a winning content strategy to engage your followers
  • Separate the key voices that matter from the digital noise across Twitter and other social networks
  • Determine which influencers have topical relevance for your market
  • Craft tweets that will be retweeted and shared
  • Host Twitter chats to gain followers
  • Forge new relationships with the media on Twitter and strengthen your existing ones
  • Monitor conversations for potential crises or customer-service issues
  • Use Twitter to communicate key messages during a crisis
  • Measure your Twitter activity and drive bottom-line results
 

Laura Chin
Social Media Manager
Etsy
@lorwich

John Pepper
CEO
Boloco
@bolocoCEO

Tammy Tibbetts
Founder and President
She’s the First
@tammytibbetts


11:00 – 11:30 a.m.

What You Need to Know Now About Pinterest

Pinterest is the hottest social media platform right now, driving more referral traffic on the Web than Google+, YouTube and LinkedIn combined. With 10 million active monthly users on Pinterest, brands have an opportunity to engage their target audience through this visual platform. In this session, early adopters share their insight into how to use the platform to "pin" content on your own boards, build and engage a following and drive traffic back to your Web sites. You'll walk away with the know-how to integrate this platform into your digital repertoire and stay one step ahead of the competition.

In this session, you’ll learn:

  • What opportunities exist for both large and small brands
  • How to set up a Pinterest account and create boards
  • How to identify and engage influencers on Pinterest
  • How to determine the optimal content strategy and frequency of posts
  • How to leverage your existing social platforms to build followers on Pinterest
  • How to create contests to engage followers
  • How to produce stories using Pinterest board layouts
  • How much staff and resources need to be dedicated to Pinterest
  • The legalities of using the platform for giveaways and sweepstakes

Michael Bepko
Global Online Community Manager
Whole Foods Market

 


 

11:30 – 12:15 p.m.

How to Measure Your Social Media Activity and Communicate Your PR Successes

With more time, staff and resources being spent on social media, to justify the use of these resources you need to prove their role in contributing to the bottom line and business outcomes. This session will show you how to define digital and social outcomes, apply Web and search analytics, analyze conversations and communities and shift your focus to audience engagement and actions. As existing platforms develop and new ones launch, the metrics you need to prove the value of your communications efforts evolve as well. And the ability to identify the key influencers—including clients, customers and the media—and how to measure their impact on your brand becomes more vital as the gauge of social media success moves away from the number of “likes” and followers and toward engagement. This how-to on social media measurement will enable you to back up your social media successes with the relevant metrics your senior management expects.
 
You'll learn how to:

  • Establish benchmarks for social media measurement
  • Analyze the content of online messages
  • Measure the influence of Facebook engagement, retweets and +1 shares on your brand
  • Use Web and search analytics to measure relevance and engagement
  • Conduct analyses of online messages, conversations and communities
  • Link media coverage to business objectives
  • Use Facebook Insights, Google Analytics and other free tools to measure your social media activity
  • Use tools to find, measure, score and map influencers
  • Drive online traffic, links and revenue
Johna Burke

Johna Burke
Senior Vice President
BurrellesLuce
@gojohnab

Allyson Hugley
EVP, Measurement, Analytics and Insights
Weber Shandwick
@ACME711

Paull Young
Director of Digital Engagement
Charity Water
@paullyoung

 


12:00 – 1:15 p.m. Luncheon & Networking

 


 

 1:30 – 2:15 p.m. Interactive Crisis Clinic: Proven Digital Tactics to Deploy During a Crisis

Online conversations about your brand never cease. As a seasoned PR pro, you know a crisis can strike at any time and spread virally, causing untold damage to your organization's reputation and putting its very survival at risk. In this interactive session, attendees will work in teams to develop a digital response to a mock crisis. You'll work together to develop core messages, engage the media and leverage social media, blogs and other online platforms to communicate with key stakeholders during and after a crisis. At the end of the session, group leaders will share best practices, enabling you to walk away with the tools you need to lead your team in a crisis.

In this session, you'll learn how to:

  • Craft core messages to post on Twitter, Facebook and your Web site
  • Know when to respond and when to back off when a crisis hits
  • Determine how to respond to negative publicity online
  • Leverage social media platforms including Facebook, Twitter and blogs to manage —and save—your organization's reputation
  • Determine which media and key influencers to reach out to during a crisis
  • Respond quickly and transparently to internal and external stakeholders
  • Monitor social media channels for viral messages that may harm your organization's reputation, and respond accordingly
  • Reestablish your organization's reputation after a crisis

Dallas Lawrence
Chief Global Digital Strategist
Burson-Martsteller
@dallaslawrence


 

2:15 – 2:45 p.m.

Keynote Panel: The Next Wave in Digital Tactics and Tools for Your PR Arsenal

In this panel discussion, digital PR experts will scout the horizon and give you the lowdown on what will be the next hot platforms and strategies in digital communications. This forward looking session will help you face the challenge of the ways in which your target audience will communicate with each other in coming years. You'll learn how to integrate new platforms like Pinterest and Tumblr into your PR arsenal and learn how voice-enabled smartphones, cloud computing, infographics creation and the next round of features from the leading social media networks will ensure you are ahead of the digital curve.

Paula Berg
Digital Media Leader
Linhart PR

 2:45 – 3:00 p.m. Networking Break

 


3:00 – 3:30 p.m.

Leverage LinkedIn – Or Get Left Behind

LinkedIn provides a valuable—yet often untapped—resource for communicators to establish thought leadership, connect with journalists or recruit new talent. In this interactive session, you'll get a behind-the-scenes tour of the platform, its features and powerful benefits from a communicator’s perspective. Learn how to research and connect with journalists, build a powerful brand page, find new sales leads and more.
 
You’ll learn how to:

  • Build a powerful company profile for your brand.
  • Integrate Twitter, blogs and other content to drive traffic to your Web site
  • Identify and connect with key stakeholders including customers, volunteers, clients and journalists
  • Develop relationships with the media and pitch story ideas
  • Create a LinkedIn Group to connect with and engage key stakeholders
  • Use LinkedIn “Answers” to establish thought leadership
  • Research and connect with journalists
  • Post job openings and recruit new talent

Lori Russo
Managing Director
Stanton Communications
@lorirusso

Krista Canfield
Senior Manager, Corporate Communications
LinkedIn

 

3:30 – 4:15 p.m.

Demystifying SEO: Optimize Your Messaging for Higher Returns

If there's one unifying thread of digital communications, it's search. Understanding search trends that impact SEO—and Google’s changing algorithm—will help you become a master at optimizing your content. Knowing how to use keywords in press releases, optimize videos and create shareable content is an essential tactic to getting your messages heard by your target audience. In this session, you’ll learn strategies for selecting the best keywords for press releases; how to optimize video, photos, images and social media content for search; tactics to manage brand reputation by moving negative coverage further down search results; and how to measure the results of your efforts to take back to senior management.
 
In this session, you’ll learn how to:

  • Understand which PR tactics affect SEO performance
  • Optimize your press releases and online media centers for social media and search
  • Optimize your video and images for search
  • Use linking techniques to boost traffic and visibility on search engines
  • Leverage social media participation for added search engine visibility
  • Track optimization's effects and measure success

Plus, you’ll receive a step-by-step template for writing a social media news release and a glossary of SEO terms!

Laura Kempke
Senior Vice President
Schwartz MSL Boston
@laurakempke

Sally Falkow
Social Media Strategist
Meritus Media

 

4:15 – 4:45 p.m.

Baker’s Dozen of Takeaways: 13 Smart Digital Tactics in 30 Minutes

We’ll close out the day a rapid-fire succession of over a dozen new, unique tactics that you can begin implementing immediately upon your return to the office. We’ve assembled a panel of experts to deliver exceptional ideas across the spectrum of digital platforms that are guaranteed to inspire your own brainstorms.

Regina D'Alesio Jonathan Kopp
Global Director
Ketchum Digital

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 Sentry as a digital PR leader!

 

 

 

 


 

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Who Should Attend?

If you spend at least a quarter of your time in any of these areas, you should attend this Summit:

  • Public Relations
  • Digital and Social Media
  • Community Relations
  • Corporate Communications
  • Word of Mouth Marketing
  • SEM/SEO Management
  • Brand Marketing
  • Video Production
  • Marketing Communications
  • Employee Communications
  • PR Business Development
  • Human Resources
  • Public Affairs/Issues Management
  • Media Relations

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PRSA Accreditation:

This program qualifies for PRSA APR Maintenance credit: 1.0 Registrants that are Accredited by PRSA need to keep track of their points and submit their activities every three years. Please keep a copy of the event description with the date/time listed and submit when you are required to.

Pricing:

The PR News Taste of Tech will take place on June 21, a day prior to the Social Media Summit on June 22.  Both events will be held at the Sentry Center, NYC.  When registering, you have the option to register for the Social Media Summit only or the Taste of Tech/Social Media Summit Package.

 
Early Bird Rate
Regular Rate
Per Person $795 $895
Group of two or more $745 $845
2 Day Package/Per Person $1195 $1295
2 Day Package/Group $1045 $1145

(Early Bird Rate Ends May 18, 2012) 

Group = Two or more from the same company. Group price is per person.

>>Questions?
Contact Amy Jefferies at ajefferies@accessintel.com.
 

Register Now
 

Location/Room Block/Questions:

Sentry Centers
730 Third Avenue
New York, NY, 10017
Get Directions

>>Hotel Room Block: 
PR News has arranged a group rate of $329 per night at The Alex Hotel, New York.  The cut-off date is June 1.  Book your room here.

Questions?
If you'd like to register by phone or have questions regarding the program, please contact Amy Jefferies at ajefferies@accesintel.com.

Register Now

 

Justification Letter to Attend:

The PR News Social Media Summit will help you discover and implement ideas that deliver results. It will train you to search for innovative solutions. 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.

You probably already recognize the value of attending this conference, and we’d like to offer some assistance to help you convince your supervisor and organization to approve the costs. Download the “Justification to Attend” letter—everything you need to present your business case. The template is simple to fill out and drop off with your supervisor for approval.

Download Editable Word Doc

Certificate for Attending:

Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Social Media Summit.


Personalized Certificate for all Attendees
Attendee Testimonials

What attendees had to say about PR News' on-site conferences:

  • "Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment."
    - 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.”
    - Joy Robinson, Combe Inc.
     
  • "This summit was excellent, with great content."
    - Coordinator for Special Projects, Department of Public Information
     
  • "Today went beyond the ‘how to’ tactical side of digital media and really digs in to the strategy behind today’s public relations industry. The speakers, presentations, case studies and takeaways will be helpful for both our agency and our clients."
    - Account Director, GroundFloor Media
     
  • "The Summit brought together just the right mix of experts to discuss opportunities in an industry that’s experiencing a fundamental shift."
    - Vice President, Gibraltar Associates
     
  • "I very much enjoyed the day - speakers were interesting and the conference was well worth the time."
    - Director of Corporate Communications, MVP Health Care
     
  • "The Summit assembled interesting and knowledgeable speakers who presented a large body of practical information for PR and marketing professionals. I came away with a much better understanding of social media and all it uses."
    - Director, Public Relations, League of American Orchestras
     
  • "The conference was absolutely eye-opening. I consider myself a savvy Internet and social media person, but the speakers put a whole new light on it for me. I'm not easily impressed, and have been to many conferences like this, but I remain amazed at the event and its compelling speakers."
    - Manager, Communications, International Trademark Association (INTA)
     
  • "I learned more in one day than I've learned all year!"

 

Sponsorship Information:

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

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Meet our Sponsors

MEET OUR SPONSORS
Get to know the Partners!

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

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About PR News

The PR News brand includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR, Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.

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