PR News’ Digital PR Conference Feb. 5 in San Francisco

Speakers:

• Rachael Horwitz, Senior Manager of Communications, Twitter
• Gary Wicks, Director of Digital Strategy, Boeing Commercial Airplanes
• Adrenna Alkhas, Marketing and Communication Director, Stanislaus County Fair
• Emily Buchanan, Senior Principal and Chair of Social Engagement and Brand Marketing, Carmichael Lynch Spong
• Louise Callagy, Vice President of Marketing and Communications, Net Power & Light
• Audie Chamberlain, Director of Social Media Marketing, Realtor.com
• Jessica Henry, Director of Marketing and Public Relations, Not For Sale
• Jake Katz, Vice President of Audience Insights & Strategy, Revolt
• Scott Kegley, Senior Manager of Digital & Social Media, San Francisco 49ers
• Stephanie Losee, Managing Editor of Global Communications, Dell
• Monte Lutz, Global Head of PR, Activision
• Michelle Mastrobattista, Director of Digital Communication, Solomon McCown & Company
• Jennifer Mesenbrink, Senior Manager of Digital and Social Content Strategy, Motorola Solutions
• Ken Peterson, Communications Director, Monterey Bay Aquarium
• Jonathan Rick, President, Jonathan Rick Group
• Amanda Sheldon, Director of Digital Marketing and Communication, Medtronic

• Eric Stark, Digital Media Strategist, San Francisco 49ers

• Chris Thomas, Director of Digital Strategies, Sierra Club
• Jason Vasquez, Assistant Vice President of Consumer Lending Communications, Wells Fargo
• John Yembrick, Social Media Manager, NASA

What We'll Cover:

8:45 - 9:15 a.m. - The Wake-Up Call: The New Social Landscape—and Your Role in It

Monte Lutz
Global Head of PR
Activision
@montelutz

Gary Wicks
Director, Digital Strategy
Boeing Commercial Airplanes
@boeingairplanes

9:15 - 9:45 a.m. - Social Media ROI Essentials

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 clear expectations from senior leaders of your organization's social media programs
• Develop social media outcomes that you can actually reach
• Establish key performance indicators (KPIs) that align with business goals
• Use the jargon of senior leaders in your social media scorecards
• Create and use dashboards to monitor PR performance metrics

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

Louise Callagy
VP, Marketing & Communications
Net Power & Light
@callagyl

Jonathan Rick
President
Jonathan Rick Group
@jrick

9:45 - 10:30 a.m. - How to Really Use Facebook for Your PR Efforts

Your brand should not be on Facebook just for the sake of being on Facebook. There's limitless opportunity to build brand awareness and expand a customer base on Facebook, but first you must develop a communications program that is designed to accomplish something definitive. This session will show you how to develop a daily strategy for Facebook and keep pace with updates to the network's news feed algorithm, work with marketing and other stakeholders and more.

You'll learn how to:

• Create content that generates maximum engagement and appears in your target audience's news feed at high-impact times
• Engage the superfans who are most likely to drive engagement with your Facebook page
• Share more visual content—both still images and video
• Use Facebook Insights and other measurement tools to determine the reach, virality and overall impact of your posts
• Leverage Facebook's paid products (advertising)
• Manage a crisis on Facebook

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

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

Jason Vasquez
Assistant VP, Consumer Lending Communications
Wells Fargo
@JasonVasquezWF

Amanda Sheldon
Director of Digital Marketing and Communication
Medtronic
@MDT_Diabetes | @ams9

10:30 - 10:45 a.m. - Networking Break

10:45 - 11:30 a.m. - Must-Know Twitter Engagement Tactics

Find out what works best right now at generating new followers on Twitter and keeping them engaged. You'll learn how to identify keywords or topics that make sense for your brand, how not to overdo the use of hashtags, engage with your followers organically without resorting to a blatant marketing objective and find the right balance between organic content and targeted, promotional tweets.

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"

Audie Chamberlain
Director of Social Media Marketing
Realtor.com
@audiechambrln

Rachael Horwitz
Senior Manager of Communications
Twitter
@rachaelrad

11:30 a.m. - 12:00 p.m. - 4 People on Chairs Talking About Social Media

If you spend your days engaging on social media channels on behalf of your brand or clients, you no doubt wonder if your experiences fall in line with those of other social strategists. One thing is for sure—you know you have a lot to learn from your peers, and vice versa. In this fast-paced session, we're going to put four "social workers" in chairs and feed them nonstop questions find out what their days are really like, and get them to share their innermost social media habits and crisis preparedness tips.

Jennifer Mesenbrink
Senior Manager of Digital and Social Content Strategy
Motorola Solutions
@MotoSolutions

Adrenna Alkhas
Marketing and Communication Director
Stanislaus County Fair
@abapr | @stancofair

Scott Kegley
Senior Manager of Digital & Social Media
San Francisco 49ers
@49ers | @ScottKegley

Eric Stark
Digital Media Strategist
San Francisco 49ers
@49ers

12:10 - 1:20 p.m. - Networking Lunch & Keynote Presentation: Communicating with Millennials

Millennials not only consume and engage with content differently from other generations, they are driving changes in technology, which in turn affects the way all generations will be communicating. Jake Katz of Revolt TV has been a veteran—if that's the right word—consultant to brands on how the Millennial generation will shape their future, and in his keynote address he'll give you the lowdown on this essential demographic.

Jake Katz
Vice President of Audience Insights & Strategy
Revolt
@iamjakekatz

1:15 - 1:30 p.m. - Networking Break

1:30 - 2:15 p.m. - Content Marketing Clinic: Communicators' Role in Content Creation

In this interactive session, our content marketing clinic leaders will put you to work and ask you to determine the existing content, sources of content and potential content partners already available to you to help you formulate an effective content strategy—on the spot. You'll also get tips on finding new 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 communications 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"

Ken Peterson
Communications Director
Monterey Bay Aquarium
@MontereyAq
@aquaken

Stephanie Loose
Managing Editor, Dell Global Communications
Dell
@slosee

2:20 - 3:20 p.m. - Speed Networking Break

3:30 - 4:00 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:

• 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
• How to activate employees to amplify and interact with content consistently
• 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

John Yembrick
Social Media Manager
NASA
@NASA | @NASASocial
@yembrick

Jessica Henry
Director of Marketing and Public Relations
Not For Sale
@JessicaHenry

4:00 - 4:30 p.m. - It's Your Business: Talent and Resources for Digital PR Success

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, and how top digital teams are pairing the right tools with the right talent and skill sets. You'll also get insight into new roles and job titles for PR practitioners and how to build a digital dream team.

You'll learn:

• What tools to consider to monitor online conversations about your brand on social channels
• How to track negative comments and anticipate a crisis
• What new roles are opening up for PR professionals in the digital realm, and the job titles associated with those roles
• What kinds of salaries and compensation packages are being offered to PR pros moving into these new roles

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

4:30 - 4:45 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.

Pricing:

The PR News Writing Boot Camp will take place on February 4, a day prior to PR News' Digital PR Summit on February 5. Both events will be held at the Westin San Francisco on Market Street. When registering, you have the option to register for the Digital PR Summit only or add the PR News Writing Boot Camp to your registration.

The group rate is for two or more people. Register now and join us at the Westin San Francisco Market Street on February 5 and immerse yourself in the skills you need to compete and thrive as a PR practitioner!

Questions?
Contact Jessica Placencia at  [email protected] or 301-354-1641.
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PR News Certificate in Social Media :

Sponsored by:

Conference Location:

The Westin San Francisco, Market Street
50 3rd Street
San Francisco, CA 94103

Please click here to book your room directly with the Westin.

Dress Code: Business Casual

Questions?
If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at [email protected]; 301-354-1694.