Executive Summary 2014 Digital PR Summit

Executive Summary
PR News' Digital PR Summit
Feb. 5, Westin, San Francisco, CA


8:45 a.m. - The Wake-up Call: The New Social Landscape—and Your Role in It

Monte Lutz, Global Head of PR, Activision

  • The lines between media and social are viewed differently from the inside and the outside.
  • Division of labor between PR, digital and marketing is constantly changing. You have to define those divisions yourself.
  • Replace your media list with a consumption list. Go where your audience is.
  • The newsroom is shared, not owned. Create content that finds your audience.
  • Tell your story on every platform in every place you have real estate.
  • Reach your customers in their native environment.
  • Use media partnerships to expand your content delivery options.
  • Measure across, not down - 1,000 views and 1,000 comments mean more than 1 million views and 1 comment.
  • Hits that get shared have greater value.
  • Find places where stories resonate across platforms and media.

9:15 a.m. - Social Media ROI Essentials

Maria Saltz, Senior Manager for Social Media Analytics, Adobe

Whitney Curry, Senior Marketing Manager, Zillow

  • Define your business objectives and goals.
  • Establish clear expectations from senior leaders of your organization’s social media programs.
  • Obtain the data that is most important to your executive team.
  • When innovating with social, get cross-functional buy-in on your business objectives and marketing plan.
  • Determine 2-3 KPIs that show business impact.
  • KPIs must be relevant, clear and actionable. Ideally, they can mapped to a quantifiable revenue impact.
  • The business question should determine the appropriate measurement methodology.
  • Use campaign codes in URLs for each post to track traffic and conversion.
  • Build your social infrastructure in advance of the storm to prepare yourself for real-time opportunities.
  • Stick close to the data, and use social intelligence to drive business decisions.

9:45 a.m. – How to Really Use Facebook for Your PR Efforts

Michelle Mastrobattista, Director, Digital Communication, Solomon McCown & Company

Jason Vasquez, Assistant Vice President, Consumer Lending Communications, Wells Fargo

Amanda Sheldon, Director of Digital Marketing and Communication, Medtronic

  • Have a strategy in place for putting content on Facebook.
  • Use Insights to learn more about your fans and their user behavior.
  • Analyze posts to learn which type is most popular with your audience.
  • Implement a quick-moving approval process for content
  • Define your online communication crisis hub before a crisis hits.
  • One out of every seven minutes spent online is on Facebook.
  • 23% of Facebook users check their account five or more times a day.
  • Repurposing Facebook posts can be effective in telling your brand’s story.
  • Respond to as many comments as possible, particularly the bad ones.
  • Have a dedicated process for customer service and measure it like you would any other content.

10:45 a.m. - Must-Know Twitter Engagement Tactics

Audie Chamberlain, Director of Social Media Marketing, Realtor.com

Rachael Horwitz, Senior Manager of Communications, Twitter

  • Build your network before you need it. Don’t be the relative who only calls when they need money.
  • Social media can enable targeted marketing responses at touch points along the consumer decision journey.
  • Connect with highly influential people.
  • Each tweet creates a marketing moment that may reveal user intentions.
  • People don’t just learn about events on Twitter. They share their first-hand accounts and discuss them. That is what news outlets are reporting on now.
  • The secret of Twitter is the incredible earned media the platform has the potential to generate.
  • Each tweet is an opportunity and a moment for brands to connect to people.
  • 60% of users access Twitter via mobile.
  • You need to be ready with a Twitter strategy for the unplanned moments.
  • Being conversational gives your brand a voice, a personality and a reason for people to connect.

Keynote Presentation: Communicating with Millennials

Jake Katz, Vice President of Audience Insights & Strategy, Revolt

  • Millennials are people, not “a people.”
  • Cultural context is what unites a generation.
  • Millennials have been connected via technology since they were 9.
  • Millennials have never known a world when they could not be a content producer
  • Multi-platform is a symphony, not a strategy. Tap into the nuances in value across platforms.
  • Mobile is the first touchpoint for Millennials. 50% of time spent online is on mobile.
  • New media behaviors put the true control of frequency in the hands of the target.
  • The lines between ads/B2C messaging and entertainment are more blurred than ever.
  • Real time engagement is key to positioning your message as culturally relevant and contextually interesting.
  • A “press release” should evolve into a deliverable not for a publisher but for a consumer.

1:30 p.m. - Content Marketing Clinic: Communicators’ Role in Content Creation

Ken Peterson, Communications Director, Monterey Bay Aquarium

Stephanie Losee, Managing Editor, Global Communications, Dell

LaSandra Brill, Senior Director, Global Social Media, Symantec

Peyman Nilforoush, CEO and Co-Founder, inPowered

  • Find, create and use great content that is authentic to your brand, and promote it across owned platforms.
  • Cultivate relationships that develop as influencers and journalists discover and share your content.
  • Use paid approaches to achieve specific goals.
  • Try to combine two kinds of content where possible in order to increase the possibility that it will engage the audience.
  • Embrace your identity as a brand publisher. You already are one whether you call yourself one or not.
  • Companies of every size can afford to experiment with individual pieces of content.
  • The less you talk about your brand and the more you embrace an editorial approach, the more earned media you’ll receive.
  • Content types that deliver are emotional, educational, funny, inspirational and timely.
  • Converged media – utilizing two or more channels of paid, earned and owned media – can have tremendous value.
  • Experiment and have fun with content, but remember the purpose and the brand.

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

Jessica Henry, Director of Marketing and Public Relations, Not For Sale

Michele Johnson, Communications Director, NASA Ames Research Center

  • Great content for Pinterest is eye-catching and beautiful, includes clear descriptions, and limited calls to action.
  • Best themes include food, home, fashion and weddings.
  • Cross-promote your Pinterest content on social and use guest contributors.
  • Pin regularly.
  • Effective storytelling on Vine includes behind-the-scenes content and content that inspires and entertains.
  • Plan your Vine shoot in advance and don’t forget about sound.
  • Keep self-promotion low.
  • The Instagram user places a premium on image quality, not image quantity. It’s not a numbers game.
  • 90% of Instagram users are under 35. They are urban, skewed toward women.
  • Build anticipation and expectation with Instagram campaigns.

4:00 p.m. – It’s Your Business: Talent and Resources for Digital PR Success

Emily Buchanan, Senior Principal, Chair of Social Engagement and Brand Marketing, Carmichael Lynch Spong

Chris Thomas, Director of Digital Strategies, Sierra Club

  • Set up real-time Google Alerts and Curate Twitter lists to follow people with relevance in your industry.
  • Use TweetDeck or an equivalent to follow your brand.
  • Use humor when possible to defuse a tense situation.
  • When it’s unavoidable – engage. But don’t engage directly.
  • In crisis management, create a war room and funnel everything to a small team.
  • Don’t let interns run your social media channels.
  • Anyone working in social media has to know how to do paid, owned AND earned media.
  • Be versed in social consumer response and crisis and issues management
  • Be aware of emerging channels and platforms and be prepared to be an early adopter.
  • Have a voracious appetite for pop culture, social trends and consumer insights.

4:30 p.m. – Closing Keynote: A Google-Eye View of the Future of Brand Communications

Chris Dale, Head of Communications and Public Affairs, Google Glass

  • Shifting your perspective is better than being smart.
  • Google embraces using radical solutions to age-old problems.
  • Google Glass is really a question: Is the way we use and interact with technology today as good as it could be?
  • We’re consumed by our screens. In our quest to capture a moment, we end up losing it.
  • Glass PR seeks to tell the stories behind the technology with real-world examples of Glass being used by people.