PR News' 
Facebook Boot Camp

July 20 | New York City

Paid Ads, Live Streaming, Messenger Bots, Storytelling and More
Save $300 through June 30

Will You Be Joining Us?

Join us at The Yale Club in New York on July 20, 2017, for PR News’ Facebook Boot Camp. At this event, marketers, social media strategist and communicators will share how they’ve used the world’s most established and powerful social network to take their audience outreach to new heights.

While it may not be the newest kid on the social media block, Facebook’s nearly 2 billion-strong user base shows it is still the best social network for brands trying to get their messages heard by new and existing audiences. If you work in social media, marketing or communications, you must learn to navigate Facebook’s ever-evolving features—including new Messenger capabilities, live streaming and native analytics—in order to ensure their messages are seen by Facebook’s algorithm and, in turn, by the audiences they are trying to reach. Over the course of this one-day boot camp, learn to boost your messaging above the noise with a deep dive into Facebook analytics, content strategy, community building, advertising budget management and more.

Register Now

Agenda

  1. 8:30 am - 9:00 am

    Registration & Networking Breakfast

  2. 9:00 am - 9:30 am

    Use Messenger Bots and Messenger Ads to Personalize Audience Interaction

    Over 1 billion people use Facebook Messenger. Is your brand poised to reach all of them? Messenger bots could be the missing puzzle piece connecting you to new audiences on the platform. The chatbots can be built to interact with individual customers and link audiences to brand services and products—and were out in full force at SXSW 2017. We’ll explore the ways Messenger bots can be used by brands, discuss available tools for building messenger bots (hint: you don’t need an extra tech budget) and look at case studies incorporating Messenger ads into conversations on the platform. 

    You’ll learn:

    • How your brand can turn Messenger into a customer service channel that’s “always on”
    • Which brands are finding success with chatbots, and how they’re using them to connect directly with audiences
    • How to give your bot a human, conversational voice
    • Where to find the resources and documentation needed to build your very own Messenger bot
    • How to build an ad for Facebook Messenger
    • David Aglar

      David Aglar

      EVP, Social Media Lead North America
      Weber Shandwick
  3. 9:30 am - 10:00 am

    Instagram Stories vs. Facebook Stories vs. Snapchat: What “Story” Should Your Brand Be Telling?

    After launching Instagram Stories in August 2016, Facebook released Facebook Stories, a feature similar to Snapchat and Instagram Stories, in March 2017. But which feature or platform should communicators be using the most to engage audiences without wasting organizational resources or cannibalizing existing audiences? In this session, we’ll look at Instagram Stories as compared to other similar platforms, and discuss repurposing content for Facebook from other of-the-moment platforms like Snapchat and Instagram Stories.

    We’ll discuss:

    • The pros/cons of Instagram Stories vs. Snapchat
    • Possible applications for Facebook Stories if it is rolled out for brand accounts
    • How to incorporate stickers, designs and filters to drive visual interest
    • Existing native analytics for measuring success on Instagram Stories
    • How to drive traffic back from Stories to owned channels
    • Using hashtags to target specific audience segments in Instagram Stories
    • Marji J. Sherman

      Marji J. Sherman

      Social Media Manager
      Anti-Defamation League
  4. 10:00 am - 10:55 am

    Harness the Power of Facebook Live to Grow Followers and Maximize Engagement

    Live video is a powerful tool for connecting brands to audiences, and Facebook Live allows for a unique, real-time experience that encourages audience to interact with content as it is broadcast live. What’s more, Facebook’s algorithm gives Facebook Live streams a boost over other content—even after it has aired. We’ll look at live broadcasts that have worked to drive excitement around brand announcements and events, and explore tactics for promoting a broadcast, both in the days before it airs and long after you say “Action!” 

    You’ll learn how to:

    • Create an editorial calendar to promote a broadcast before it goes live
    • Cast and train brand ambassadors that best represent your messaging priorities
    • Use promoted posts to get more eyeballs on a broadcast long after it airs
    • Structure a broadcast for maximum audience engagement
    • Listen and respond to audience comments on a Facebook Live video (even if comments are negative)
    • Monica Patterson

      Monica Patterson

      Supervisor, Digital Marketing & Social Media Division
      Canon
    • Marissa Pick

      Marissa Pick

      Director of Social Media
      CFA Institute
    • Tracey Edouard

      Tracey Edouard

      Social Media Producer
      Mashable
  5. 10:55 am - 11:15 am

    Networking Break

  6. 11:15 am - 12:00 pm

    Pay to Play: How to Make the Most Out of Your Facebook Ad Dollars

    Going into 2017, Facebook ad revenue had jumped 53% year-over-year, proving that brands are increasingly investing time and money into Facebook advertising. Even nonprofits and small organizations formerly without a social media advertising budget have jumped into the fray. Smart communicators have figured out strategies that get maximum value out of each dollar spent on Facebook, ensuring the most important segments of their audiences are being targeted in the right place, at the right time. In this session we’ll look at Facebook campaigns that used an ad budget effectively to get content in front of its intended audience—and made the investment worthwhile by directly tying the campaign to business objectives.

    You’ll learn how to:

    • Make the argument to higher-ups that a Facebook budget, however modest, is key to a campaign’s success
    • Lay out business goals that realistically match the potential reach of your paid Facebook campaign
    • Choose targeting parameters and pull reports most important to a particular campaign
    • A/B test small audience segments to discern which content is worth investing ad dollars into
    • Pull data from Facebook Insights to prove ROI on a specific campaign
    • Be cognizant of Facebook’s text-minimizing ad approval requirements, while designing visually compelling ads with a clear call-to-action
    • Michael Lamp

      Michael Lamp

      Senior Vice President, Social & Digital Media
      Hunter Public Relations
    • Ryan Emge

      Ryan Emge

      Senior Social Media Manager
      White & Case LLP
  7. 12:00 pm - 1:00 pm

    Lunch

  8. 1:00 pm - 1:45 pm

    How to Track the Effect of Facebook’s Algorithm on Your Content

    Facebook has developed robust native measurement dashboards for its business accounts, giving communicators a wealth of ways to experiment with new content and see what’s landing with audiences. But with so many different engagement metrics at your fingertips, it can be a challenge to choose which metrics are most important to your brand, and to build new campaigns based on that data. Our experts will cover which Facebook metrics matter most, and how to take advantage of those metrics so that Facebook’s algorithm favors your content over the competition’s. 

    We’ll explore:

    • How to read Facebook Insights to pull data points central to each campaign
    • Where to find the most crucial metrics for your brand, and how to drill down to specific target demographics and time ranges for each campaign
    • How to build new campaigns based upon results from existing data
    • Facebook’s algorithm rating system and which metrics matter most to getting your content boosted above the noise
    • Using metrics to report back on individual campaign goals, whether you’re driving web traffic, overall awareness or sales leads (or all of the above)
  9. 1:45 pm - 2:40 pm

    Visual Storytelling on Facebook: Video and Photo Tactics to Extend Brand Reach

    With the advent of live video and continued popularity of visual memes, gifs and video content, Facebook has undeniably become a visual platform. In this session, we’ll discuss the visual content that performs best on Facebook and brainstorm ways to take even the seemingly driest company content into the visual realm and drive traffic back to owned channels.

    You’ll learn:

    • Tactics to optimize your visual content for mobile viewing
    • How to use vertical images and video to emulate mobile use and drive emotional connections with audiences
    • How to employ infographics and data visualization to announce key findings and research relevant to your audience on Facebook
    • Methods to keep video content sound-agnostic for a mobile-first audienceWays to mix up ad buys with eye-catching Carousel, Canvas and
    • Collection images and video that drives traffic back to owned channels
    • Mallorie Rosenbluth

      Mallorie Rosenbluth

      Head of Social Media
      Grubhub/Seamless
    • Kashem Miah

      Kashem Miah

      Global Director, Social Media & Content Marketing
      Shutterstock
  10. 2:40 pm - 3:00 pm

    Networking Break

  11. 3:00 pm - 3:30 pm

    What’s Next From Facebook?

    What’s Next From Facebook?

    In this closing session, we’ll look at what’s next on the Facebook horizon, from VR products to more advanced messenger bots to new Snapchat clones. Our industry expert will offer predictions on the next Facebook features likely to take off—and which features your audience is likely to adopt as part of their regular social media use.

     

    We’ll cover:

    • Mark Zuckerberg’s promise to fight “fake news”, what that battle might look like, and how it will affect the day-to-day lives of PR pros and communicators
    • Oculus integrations and AR/VR’s most likely application for communicators
    • Facebook’s recent “cloning” of Snapchat features within the native platform and on Instagram, and what Snapchat elements Facebook might borrow next
    • Prioritization of the Messenger platform and the next wave of messenger bots
    • Facebook TV, and how it might affect the future of live video
    • Facebook’s monetization for publishers, and how that might affect brand communicators
    • Nadia Petschek Rawls

      Nadia Petschek Rawls

      Social Media and Audience Development Director
      TED Conferences
  12. 3:30 pm - 3:40 pm

    Closing Remarks

Trainers

  • David Aglar

    EVP, Social Media Lead North America
    Weber Shandwick
  • Ryan Emge

    Senior Social Media Manager
    White & Case LLP
  • Michael Lamp

    Senior Vice President, Social & Digital Media
    Hunter Public Relations
  • Kashem Miah

    Global Director, Social Media & Content Marketing
    Shutterstock
  • Monica Patterson

    Supervisor, Digital Marketing & Social Media Division
    Canon
  • Marissa Pick

    Director of Social Media
    CFA Institute
  • Mallorie Rosenbluth

    Head of Social Media
    Grubhub/Seamless
  • Marji J. Sherman

    Social Media Manager
    Anti-Defamation League
  • Tracey Edouard

    Social Media Producer
    Mashable
  • Nadia Petschek Rawls

    Social Media and Audience Development Director
    TED Conferences

Pricing

Best Rate through June 30!
$1199
Super Early Bird Rate (Expired May 24)
$899
Early Bird Rate (Expired June 2)
$999
VIP Rate (Expired June 16)
$1099
Last-Chance Rate (until June 30)
$1199
Regular Rate
$1499

Group Rates
Make this a collective experience and bring your team! Save $100 per person when you bring a group of two or more people from your organization. (Select the "Group Rate" when you register.) All team members can be registered and paid for at the same time.

Nonprofit/Government Rates
Professionals at nonprofit/government organizations can take an additional $100 off each pass.

PR News Pro Subscriber Rates
Subscribers get an additional $300 off each pass. Not a PR News Pro subscriber? Become one today!

Venue

The Yale Club

50 Vanderbilt Ave
New York, NY 10017

Who Should Attend?

As a PR or marketing professional, you know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. The PR Measurement Conference, which includes the Social Media Boot Camp will allow you to do just that.

Networking at the Digital Summit
Networking at Digital Summit
Networking at the Digital Summit

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

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing

Register Now

Testimonials

Don't take our word for it. See why hundreds of your peers have attended PR News events!

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

Great workshop, speakers and venue! Loved the clean and candid approach of all speakers towards the topic at hand.External Relations, US Operations and Marketing North America, Procter & Gamble

The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend. Associate Vice President, Finn Partners

Contact

Questions

For questions about this event reach out to:

Jessica Placencia
PR News
301-354-1641
jessica@accessintel.com

Sponsorship

For information on sponsoring this event, contact:

Amy Jefferies
PR News
AJefferies@accessintel.com  
301-354-1699

Program

For information on programming and speakers, please contact:

Steve Goldstein
PR News
sgoldstein@accessintel.com