Tuesday, October 2 | Grand Hyatt New York 

Get the essential social media measurement strategies
and tactics at this one-day PR News conference
 

Bonuses for Attending:

  • Tip sheet - 4 Tips for Leveraging Google Analytics
  • 8 Steps to Proving ROI for Your Social Program
  • Samples of social media policies
  • Certificate of Completion
  • Workbook & attendee-only access to speaker presentations
  • Executive Summary of the Conference - We take notes for you!



View Agenda


Closing Keynote Presenter:
Jeff Jarvis
Author, Public Parts: How Sharing in the Digital Age Improves the Way We
Work and Live

Day to day and week to week, you are spending more and more time and resources on Twitter, Facebook, LinkedIn, Pinterest and blog networks to communicate your organization’s messages, build community, protect and enhance reputation and drive sales and other organizational goals. This means the pressure on you to produce and report metrics that prove the value of these efforts is increasing as well.

Join PR News on Oct. 2 for this intensive day of learning that will show you how to measure your PR programs across the dominant social media platforms. Attending the PR News Social Media Measurement Conference will do more than enable you to prove that your efforts are producing tangible, bottom-line results—it will show you how to use metrics as a foundation for successful and continually evolving social media strategies.

Don’t miss this opportunity to participate in these sessions that will focus squarely on the most exciting and revolutionary aspect of communications—social media—and the most challenging—measurement.

And don't forget to also register for the pre-conference SEO Workshop that's being held the day before the conference on Oct. 1 from 8 a.m. to 11:30 a.m. The PR News Digital PR Awards Luncheon is right after the SEO Workshop from 12:30 p.m. to 2: 30 p.m. and will also take place at the Grand Hyatt New York. 


Sponsored by:

NAPS


In one day you'll become an expert in: 

  • Aligning social media activity with your organization's business objectives
  • Boosting your Facebook engagement with meaningful metrics
  • The nuts & bolts of social media measurement
  • Proving PR's value with metrics that matter to your organization
  • Measuring your success on Twitter and tying it to organizational goals
  • Mastering Google Analytics
  • Measuring the power and influence of your video content
  • How to measure your brand reputation during and after a crisis
  • Measuring your media relations efforts on social networks
  • Measuring the impact of your social media initiatives
  • Integrating social media into your measurement program
  • Defining and analyzing key performance indicators
  • Tying social media to sales and business outcomes
  • Determining which metrics and measurement terms will resonate best within your organization
  • Creating a measurement dashboard that successfully integrates traditional with social media metrics
  • Measuring and tracking the influence of blogs, Twitter, Facebook and LinkedIn on buying decisions
  • Measuring your brand reputation during and after a crisis

Speakers 

  • Don Bartholomew, Senior Vice President, Digital and Social Media Research, Ketchum
  • Maria Baugh, Co-Owner, Butter Lane Cupcakes
  • Tom Becktold Senior Vice President Marketing, Business Wire
  • Danielle Brigida, Manager, Social Media, National Wildlife Federation
  • Adam Christensen, Senior Director, Corporate Communications & Digital Strategy, Juniper Networks
  • Justin Cutroni, Analytics Advocate, Google
  • Tim Haran, Senior Manager of Social Media, USANA Health Sciences, Inc.
  • Josh Hendler, Global Chief Technology Officer, Hill+Knowlton Strategies
  • Jeff Jarvis, Author, Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live; Blogger, Buzzmachine.com
  • Alhan Keser Chief Marketing Officer, Blue Fountain Media
  • Brad McCormick, Principal, 10 Louder Strategies
  • Dallas Lawrence, Chief Global Digital Strategist, Burson-Marsteller
  • Pam Nelson  Co-Owner Butter Lane Cupcakes
  • Katie Paine, CEO and Founder, KDPaine & Partners
  • Priya Ramesh, Managing Director, Social Media Strategies, CRT/tanaka
  • Mark Schaefer, Executive Director, Schaefer Marketing Solutions
  • Frank Strong, Director of PR, Vocus
  • Heidi Sullivan, Vice President of Media Research, North America, Cision
  • Michael Torres, Senior Director of Communications, Tropicana/Naked (PepsiCo)
  • Paull Young, Director of Digital, charity: water
  • Stephanie Young, Social Media Specialist, U.S. Coast Guard Office of Public Affairs
  • Evan Welsh, Director, Global Media Relations, SAP

Agenda 

7:45 - 8:25 a.m.

Registration and Networking Breakfast

8:25 - 8:30 a.m.

Opening Remarks

8:30 - 9:00 a.m.

The Nuts & Bolts of Social Media Measurement

9:00 - 9:45 a.m.

Prove PR's Value With Metrics That Matter to Your Organization

9:45 - 10:15 a.m.

Boost Your Facebook Engagement With Meaningful Metrics

10:15 - 10:30 a.m.

Networking Break
 

10:30 - 11:15 a.m.

Measure Your Success on Twitter and Tie It to Organizational Goals

11:15 - Noon

Master Class in Google Analytics

Noon - 12:30 p.m.

Picture Perfect: Measure the Power and Influence of Your Video Content

12:30 - 2:00 p.m.

Luncheon and Keynote Presentation: Return on Influence

2:00 - 2:45 p.m.

Interactive Crisis Clinic: How to Measure Your Brand Reputation During and After a Crisis

2:45 - 3:00 p.m.

Networking Break

3:00 - 3:30 p.m.

Measure Your Media Relations Efforts on Social Networks

3:30 - 4:15 p.m.

Tie Social Media to Sales and Business Outcomes

4:15 - 4:40 p.m.

Closing Keynote Presentation: Jeff Jarvis

4:40 - 5:00 p.m.

Networking Reception

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What we'll cover:

8:30 - 9 a.m. The Nuts & Bolts of Social Media Measurement

As social media usage continues to grow, so does the need to prove the value of your efforts. With numerous platforms, metrics and new standards, social media measurement can be difficult to navigate for even the most experienced PR pro. In this opening session, measurement experts provide an explanation of measurement terminology and discuss newly issued social media measurement standards and key metrics needed to build a comprehensive measurement program.

In this session, you’ll learn how to:

  • Differentiate between ROI and KPIs
  • Develop a multi-tool social media listening strategy
  • Differentiate between measurement strategies and tactics, and between objectives and goals
  • Integrate the latest social media measurement industry standards into your measurement program
  • Navigate the tools (both free and paid) used to measure share of voice, influencer identification, engagement and brand reputation

Brad McCormick
Principal
10 Louder Strategies
@darbtx

Don Bartholomew
Senior Vice President, Digital and Social Media Research
Ketchum
@donbart


  9:00 - 9:45 a.m Prove PR’s Value With Metrics That Matter to Your Organization

Whether you are reviewing your weekly social media activity or creating a quarterly report for clients, the need to generate the most meaningful metrics and present them in a clear, compelling way can't be overstated. But no two organizations are the same. In this session, we’ll show you how to develop a measurement strategy that ties your social media programs to your organization’s goals. Learn which metrics resonate the most with key stakeholders; how to set KPIs for social media; and how to create an integrated dashboard that effectively communicates PR’s value to the organization.

In this session, you’ll learn how to:

  • Align your social media strategy with your organization’s business objectives      
  • Establish appropriate key performance indicators for social media communications
  • Determine which metrics and measurement terms will resonate best within your organization
  • Create a measurement dashboard that successfully integrates traditional with social media metrics

Josh Hendler
Global Chief Technology Officer
Hill+Knowlton Strategies
@joshhendler

Katie Paine
CEO and Founder
KDPaine & Partners
@KDPaine


  9:45 - 10:15 a.m. Boost Your Facebook Engagement With Meaningful Metrics

Facebook Insights and other metrics tools can help solve many social media mysteries, such as how users are interacting with your brand page, which Facebook posts are most successful and which types of content generate the most engagement. This in-depth look at Facebook metrics will help you drive your social content strategy and grow your Facebook community.
 
In this session you’ll learn how to:

  • Extract fan demographic information, including location, age and gender
  • Measure audience reach and engagement of each post
  • Examine the popularity or virality of posts and shares
  • Analyze page views and posts
  • Extend your social reach and find new audiences
  • Measure the success of Facebook ads
  • Interpret Insights data and adjust your content strategy accordingly

Maria Baugh
Co-Owner
Butter Lane Cupcakes
@Butterlane

Pam Nelson
Co-Owner
Butter Lane Cupcakes
@Butterlane

Michael Torres
Senior Director of Communications
Tropicana/Naked (PepsiCo)
@TropicanaOJ

Moderator

Tom Becktold
Senior Vice President
Marketing, Business Wire


10:15 - 10:30 a.m.  Networking Break

 


10:30 - 11:15 a.m. Measure Your Success on Twitter and Tie It to Organizational Goals

In the six years since its launch, Twitter has matured beyond trivial chatter to an established social information channel. But most tweets don’t survive past the first hour of tweeting, so making the most of each tweet—and measuring its impact on the bottom line—is key. We’ll show you how to define Twitter objectives and establish key performance indicators, determine the value of followers and retweets and measure conversations and engagement. Learn measurement tactics that will enable you to clearly report the success of your Twitter strategies and draw a connection to your organization’s goals.

In this session, you’ll learn how to:

  • Define and analyze key performance indicators
  • Measure followers, mentions, retweets, replies and direct messages
  • Measure the ROI of the number of followers versus influence
  • Analyze the reach of your tweets
  • Compare inbound site traffic from Twitter click-throughs to traffic from Web search
  • Evaluate the success of promoted accounts and tweets
  • Tie Twitter initiatives to organizational goals
  • Use HootSuite and other free tools to keep your Twitter strategy on track

Danielle Brigida
Manager, Social Media
National Wildlife Federation
@starfocus

Tim Haran
Senior Manager of Social Media
USANA Health Sciences, Inc.
@timharan

Heidi Sullivan
Vice President of Media Research
North America, Cision
@hksully


11:15 - Noon Master Class in Google Analytics
An integral part of any smart PR pro’s digital measurement arsenal, Google Analytics is an effective—and free—tool that is constantly evolving. In this session you’ll learn how to measure specific campaigns, integrate AdWords with analytics and create integrated, custom dashboards to monitor your results. You’re probably already using this powerful tool to keep your digital/social strategy on track—now it’s time to become a master user of Google Analytics.
 
In this session, you’ll learn how to:

  • Determine which keyword search terms are driving Web traffic
  • Integrate AdWords with analytics
  • Create custom dashboards
  • Optimize ads to make the most of your spend
  • Create an analytics report
  • Effectively track mobile campaigns
  • Analyze traffic sources and adjust your strategy accordingly

Justin Cutroni
Analytics Advocate
Google
@justincutroni

Alhan Keser
Chief Marketing Officer
Blue Fountain Media
@AlhanKeser


  Noon - 12:30 p.m. Picture Perfect: Measure the Power and Influence of Your Video Content

The Web—and especially the mobile Web—is getting more visual by the day. And nearly every digital PR strategist recommends integrating video into all social media platforms. But creating videos can be a drain on resources, even if the technology itself is inexpensive. We’ll show you how to measure engagement with your videos and use those metrics to refine your strategy and ultimately prove the value of your video initiatives.
 
In this session, you’ll learn how to:

  • Establish benchmarks for key metrics including views, audience retention and engagement
  • Analyze viewer demographics including age, gender and location
  • Evaluate traffic sources from YouTube, mobile apps and social networks
  • Analyze length of views and time spent to measure community engagement
  • Measure the ROI of your video efforts with YouTube Insights

 

Priya Ramesh
Managing Director, Social Media Strategies
CRT/tanaka
@newpr

Stephanie Young
Social Media Specialist
U.S. Coast Guard Office of Public Affairs
@USCG

 


 

12:30 - 2:00 p.m. Luncheon and "Birds of a Feather" Roundtable Discussions 

 

Birds of a Feather: For our luncheon break, we'll designate a topic of discussion for each table, offering you the opportunity to share ideas with your peers and focus on one area of social media and measurement. 

Keynote Presentation: Your Role in the Era of Social Influence Marketing

Mark Schaefer, author, Return on Influence

We are on the cusp of a marketing revolution—and it’s being led by you, according to our luncheon keynote speaker Mark Schaefer. A marketing faculty member of Rutgers University, consultant and author, Schaefer literally wrote the book on the hot new business trend of social influence marketing. In this presentation, he’ll look at the underlying trends that have created the era of “Citizen Influencers,” new case studies of how social influence measures are being put to practical use and how you and your company can find your own “Return On Influence.”

 

Mark Schaefer
Author, Return on Influence
@markwschaefer

 
 

 

 


 

2:00 - 2:45 p.m. Interactive Crisis Clinic: How to Measure Your Brand Reputation During and After a Crisis

Work in small groups with your fellow conference attendees as you immerse yourself in a mock crisis that threatens the reputation of an organization. Our workshop leader will define the crisis and begin his stopwatch—then it will be your team's job to create a strategy that will measure the impact of the developing crisis in real time and point the way toward an appropriate response. Team leaders will share their strategies with all attendees, and our workshop leader will analyze the results to create a set of best practices.

In this session, you'll learn how to:

  • Determine the strengths and weaknesses of your crisis communications strategy
  • Track and analyze traditional and social media mentions, including impressions, reach and Web site traffic
  • Measure the reputation of your CEO and other senior leaders
  • Monitor social media channels for viral messages that may harm your organization's reputation, and respond accordingly
  • Leverage social media platforms including Facebook, Twitter, LinkedIn and blogs, to manage—and save—your organization's reputation
  • Rebuild confidence among key stakeholders following a crisis

Dallas Lawrence
Chief Global Digital Strategist
Burson-Marsteller
@DallasLawrence

2:45 - 3:00 p.m.  Networking Break


  3:00 - 3:30 p.m. Measure Your Media Relations Efforts on Social Networks

Journalists and bloggers may say that they still prefer to hear from PR pros via e-mail, but they’ll also tell you that they are spending more and more of their time on Twitter, Facebook, LinkedIn, Pinterest and blogs. We’ll show you how to create a measurement strategy to prove the value of your outreach and trust-building efforts across social media channels.

You'll learn how to:

  • Create measurable objectives for your outreach to journalists and bloggers on social channels
  • Link media relations to business objectives, including increased sales, improved reputation or customer satisfaction
  • Connect your interactions with journalists and bloggers on Twitter and LinkedIn to real-world results
  • Conduct content analysis to measure messaging, sentiment and positioning

Frank Strong
Frank Strong Director of PR
Vocus
@Frank_Strong

Evan Welsh
Director, Global Media Relations
SAP
@evwelsh


  3:30 - 4:15 p.m. Tie Social Media to Sales and Business Outcomes

Organizations such as Juniper Networks and charity: water have paved the way in integrating social media into the fabric of their organizations. But, more importantly, their social media initiatives are inextricably linked to brand affinity and, ultimately, sales and fundraising. At this session you’ll learn how brands and nonprofits are using Twitter, Facebook, Pinterest and other platforms to move the business needle—and also how they are generating the metrics they need to prove that connection.

In this session, you'll learn how to:

  • Establish benchmarks that tie social media to sales or donations
  • Measure and track the influence of blogs, Twitter, Facebook and LinkedIn on buying decisions and similar actions
  • Track and measure the impact of word-of-mouth on sales or donation initiatives
  • Report the results of an integrated, sales-oriented social media campaign

Adam Christensen
Senior Director, Corporate Communications & Digital Strategy
Juniper Networks
@adamclyde
@JuniperNetworks

Paull Young
Director of Digital
charity: water
@paullyoung


4:15 - 4:40 p.m. Closing Keynote Presentation: Using Social Media to Present the Public to the Brand

Author, blogger and journalism educator Jeff Jarvis throws down the gauntlet and challenges PR pros and marketers to loosen their grip on their brands and initiate "reverse PR." Jarvis, author of Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live, will talk about how social media can reverse the role of PR and present the public to the brand.

Jeff Jarvis
Author, Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live
Blogger, Buzzmachine.com
@JeffJarvis


4:40 - 5:00 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 attendance certificate, exchange the last round of business cards and mark your day at the Grand Hyatt New York as an expert in social media measurement!

 

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Special Value - Sign Up for the 2-Day Package! 

Per Person Rate

 
Regular Rate
Conference Only  $895
Conference & SEO Workshop  $1345
Conference & Awards Luncheon $1345
Conference, SEO Workshop & Luncheon  $1750
   

Group Rate

 
Regular Rate
Conference Only  $845
Conference & SEO Workshop  $1295
Conference & Awards Luncheon $1295
Conference, SEO Workshop & Luncheon  $1725

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

>>Questions? 
Contact Saun Sayamongkhun at saun@accessintel.com or 301-354-1694. 

Who Should Attend 

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

  • 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

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PRSA Accreditation: 

PRSA APR Accreditation Maintenance Credits Approved: 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: 

 Special Value - Sign Up for the 2-Day Package!

Per Person Rate

Regular Rate
Conference Only $895
Conference & SEO Workshop $1345
Conference & Awards Luncheon$1345
Conference, SEO Workshop & Luncheon $1750
  

Group Rate

Regular Rate
Conference Only $845
Conference & SEO Workshop $1295
Conference & Awards Luncheon$1295
Conference, SEO Workshop & Luncheon $1725

>>Questions? 
Contact Saun Sayamongkhun at saun@accessintel.com

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

Location/Hotel Room Block/Questions: 

Conference Location: 
Grand Hyatt New York
109 East 42nd Street at Grand Central Terminal
New York, New York, USA 10017
 

>>Hotel Room Block: PR News has arranged a group rate of $399 per night at The Grand Hyatt in New York City.  The cut-off date is September 21.  Book your room here or by calling: 1-888-421-1442 - Group Name Access Intelligence/PR News. 

Questions?
If you'd like to register by phone or have questions regarding the program, please contact Saun Sayamongkhun at saun@accessintel.com

Justification Letter to Attend: 

The PR News Social Media Measurement Conference 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.

PR News' Certificate in Social Media: 

Earn 8 points toward your PR News Certificate in Social Media

Get 32 points (4 PR News digital/social media conferences) and you'll become a PR News Digital PR Master!

About the PR News Certificate in Social Media: The Certificate in Social Media is a new program offered by PR News in response to a growing need by PR professionals like you to prove your worth and knowledge within your organization, among your peers and to your business partners. Being a digital leader today means constantly staying ahead of the curve and gaining the requisite knowledge and tools to execute smart and effective digital communications initiatives. By attending PR News' Digital PR/Social Media Conferences, you can do both. 

Each PR News Digital PR/Social Media conference you attend will come with points toward your Certificate in Digital PR. Once you attend 4 PR News conferences within a 24-month period, you will earn your Certificate and become a PR News Digital PR Master. This elite group of PR Professionals, PR News Digital PR Masters, will receive industry recognition as being one of the top Digital PR Pros. PR News will honor an annual class of Digital PR Masters at one of its signature events. As a PR News Digital Master, you will also receive exclusive benefits, such as discounted rates on all PR News products and events.

There is no additional fee to earn points or to receive your Certificate. It is the goal of PR News to provide this one-of-a-kind opportunity to our PR community while raising the bar on digital communications excellence and showcasing top talent in this key area of PR.

PR News holds a minimum of 3 conferences each year focused on Digital PR and Social Media. Simply attending these conferences (and learning while you’re there!), you will receive 8 Points toward your Certificate in Social Media.

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

Testimonials from Past PR News Conferences: 

  • 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

  • My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth.  Great content; great presenters. – Media Relations Manager, ACT

  • I thought it was incredibly relevant to the audience.  I walked away with several key ideas that I can’t wait to implement on my clients behalf. – Chief Public Affairs Officer, Clemson University

  • Great topics. Good variety. -  President, Andrea Obston Marketing Communications

  • It was a fantastically event, and many of the strategies delivered today will inform our company’s social media policies moving forward. – Online News Producer, Education Week

  • Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial

  • Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment of social media. -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. - Social Media Manager, Nautica

  • I learned more in one day than I've learned all year! -Director, New Media, American Heart Association

  • Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences. -Executive Director, PR & Communications, Jackson Spalding

  • Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.

  • Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions

  • Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects

  • Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks! -Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.

  • Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company

  • Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS

  • Great speakers. -General Manager, KXLY Radio Group

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.

Meet Our Sponsors: 

About PR News:

The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, Digital PR Awards, 15-to-Watch, Top Places to Work in PR, the Crisis Management Guidebook, Digital PR Guidebook, CSR & Green PR Guidebook, PR Measurement Guidebook and the Media Training Guidebook.

Questions?

If you'd like to register by phone or have questions regarding the program, please contact Saun Sayamongkhun at saun@accessintel.com.