PR News' Facebook Boot Camp

Aug. 9 | 8:30 a.m.-3:45 p.m. | Grand Hyatt, San Francisco |Register

Agenda | Speakers |  Bonuses | Price and Venue | Questions

During the full-day Facebook Boot Camp hosted by PR News, communicators and marketers will hear effective strategies and tactics for Facebook Analytics, content marketing, Facebook Live, Facebook ads, visual storytelling, building community through Facebook Groups and Pages, content marketing and more.

We invite you to also join us for the PR News Social Media Summit, also at the Grand Hyatt San Francisco in San Francisco on August 10. Discounts are available when you register for both days.

At the Facebook Boot Camp, you'll take away practical knowledge on how to:

  • Craft highly snackable and shareable posts with appeal beyond your target audience
  • Adjust your KPIs to reflect a more engagement-centered approach
  • Spur and curate crowdsourced content that engages a community
  • Develop a cross-platform strategy and distribution process
  • Brainstorm ideas and measurable goals for broadcast-worthy content
  • Engage your audience and address their questions in real-time without missing a beat
  • Cast and train influencers and brand ambassadors to star in your broadcast
  • Turn TV creative into mobile-first, social-optimized video
  • Rethink video for direct response/lower funnel strategies
  • Disrupt with Facebook LIVE
  • Use A/B testing to gain quantifiable insights into ad performance
  • Measure the ROI of your paid campaign, and communicate that to the C-suite
  • Use paid social to attract positive earned media from journalists and influencers
  • Generate content that captivates and leaves your audience wanting more
  • Use technology like augmented reality, virtual reality and 360 video on Facebook
  • Elevate Facebook from a microphone platform to a marketing research lab
  • Aim content at untapped interest areas to reach new users
  • Use contests and sweepstakes to incentivize crowdsourcing
  • Create Facebook Pages and Groups that serve as a community hub for your audience

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Agenda

8:30-9 a.m.
Registration and Networking Breakfast

9-9:15 a.m.
Wake-Up Call: Your Brand, Facebook's World

It’s been an eventful year so far for Facebook—CEO Mark Zuckerberg announced a new emphasis on “meaningful interactions” (see next session), and in the nation’s capital the company is under scrutiny over the uses and abuses of its all-powerful trove of data. Good news or bad news, Facebook rolls on and its influence in our lives remains undiminished. We’ll take 15 highly caffeinated minutes to tell you where (we think!) Facebook is going and where you’re likely to follow.

9:15-9:45 a.m.
Drive Meaningful Interactions with Your Content Marketing on Facebook

There’s an art and a science to creating content that attracts likes, comments and shares on Facebook. But it’s getting a little harder every day given the platform’s move to emphasize meaningful interactions—posts from friends and family—at the expense of branded content. So, how can you win the war for attention in the post-organic era? Here, we’ll provide real-world examples of campaigns that propelled meaningful action and reaction and left the audience wanting more.

You’ll learn how to:

  • Craft highly snackable and shareable posts with appeal beyond your target audience
  • Adjust your KPIs to reflect a more engagement-centered approach
  • Spur and curate crowdsourced content that engages a community
  • Identify the most impactful calls to action
  • Develop a cross-platform strategy and distribution process

9:45-10:30 a.m.
How to Use Facebook Live to Engage and Delight

 Yes, YOU CAN go live on Facebook with video and wow audiences. It doesn’t matter what kind of brand you are—you can engage and delight audiences…and we’re going to show you how to do it. We’ll give you case studies that illustrate how some communicators have mastered live streaming to broadcast their brand’s most compelling stories authentically and spontaneously—and how you can too.

You’ll learn how to:

  • Identify when it’s best to ramp up production values and when it’s best to go gritty
  • Brainstorm ideas and measurable goals for broadcast-worthy content
  • Engage your audience and address their questions in real-time without missing a beat
  • Cast and train influencers and brand ambassadors to star in your broadcast
  • Leverage other social platforms to drive more viewers to your stream

10:30-10:50 a.m.
Networking Break

10:50-11:15 a.m.
Breaking Out Of Your Comfort Zone On Facebook

Facebook is always moving, and keeping pace is important in order for your brand to shine through. While garden-variety organic reach is a thing of the past, learning how to take the right bets on the platform can ensure your brand’s campaign is both disruptive and effective. The willingness to use Facebook for full-funnel activations, develop collaborative campaigns, and optimize your content for mobile go a long way toward turning prospects into customers, and customers into brand advocates. Here, we’ll look at strategies that can help your brand crush it on Facebook

You’ll learn how to:

  • Turn TV creative into mobile-first, social-optimized video
  • Rethink video for direct response/lower funnel strategies
  • Disrupt with Facebook LIVE

11:15 a.m. - 12 p.m.
Facebook Ads: How to Maximize ROI Despite a Small Budget

How much does it cost to win the News Feed popularity contest? Maybe not as much as you think. In the post-organic era, a paid social strategy that optimizes your budget—and proves its value without breaking the bank—is critical. This case study will illustrate how the right messaging and creative elements can drive leads and conversions and tie paid social efforts to your overall communications strategy—without forcing you to spend an arm and a leg.

You’ll learn how to:

  • Use A/B testing to gain quantifiable insights into ad performance
  • Measure the ROI of your paid campaign, and communicate that to the C-suite
  • Leverage creative video to produce compelling results
  • Use paid social to attract positive earned media from journalists and influencers

12 - 1 p.m.
Networking Lunch

1 - 1:45 p.m.
Rethink, Revise and Restart Your Visual Storytelling on Facebook

Leave your tried-and-tired Facebook visuals at the office and start from scratch as you learn which types of visual are right now drawing eyes and clicks in News Feeds. Given that 90% of the information transmitted to our brain is visual—and that our brains process images 60,000 times faster than it does words—a picture is worth much more than the old cliché suggests. While storytelling is a core competency for most communicators, the visual element inherent in social media is quickly redefining narrative forms. So, how are brands using the language of images, videos, infographics and gifs to connect with their audiences?

You’ll learn how to:

  • Develop your brand’s visual identity
  • Identify what makes a compelling story—then execute it
  • Leverage how people respond to the emotional language of images
  • Generate content that captivates and leaves your audience wanting more
  • Use technology like augmented reality, virtual reality and 360 video on Facebook

1:45 pm - 2:30 pm
How to Use Facebook Analytics to Target (and Retarget) the Right Audience

You don’t need a degree in computer science or demographics to uncover your customer sweet spot. Facebook’s native analytics suite can be a powerful tool to focus your campaign messaging, allowing you to target and retarget using such variables as location, age, gender, professional title, education level, interest areas, behaviors and more. But all the data sets in the world don’t mean anything unless you know how to turn them into insights—and this session will show you how.

You’ll learn how to:

  • Target audiences that are similar to your existing customer base or that of your competitors
  • Test your campaign messaging using the platform’s native tools
  • Elevate Facebook from a microphone platform to a marketing research lab
  • Aim content at untapped interest areas to reach new users
  • Take a moderately successful campaign to the next level on the second try

2:30 pm - 2:50 pm
Networking Break

2:50 pm - 3:30 pm
Crowd Force: Why You Should Be Using Facebook Groups and Pages to Build Community

An active brand page or group can supercharge your company’s reach and engagement far beyond any single piece of content—and far beyond expectations. But how can you spark conversation, provide useful information and otherwise turn your Facebook Page or Group into a thriving 24/7 community of brand ambassadors? You’ll learn how to create and nurture Facebook communities that could become the first place a user visits when they log-on to the platform.

You’ll learn how to:

  • Curate crowdsourced content that stirs excitement among your community
  • Use contests and sweepstakes to incentivize crowdsourcing
  • Create Facebook Pages and Groups that serve as a community hub for your audience
  • Track the impact of your community on sales and marketing KPIs
  • Issue calls to action that resonate with your community

3:30 pm - 3:45 pm
Baker’s Dozen: 13 Key Takeaways from Today

3:45 pm
Final Thoughts

5:00 pm - 6:30 pm
Social Media Summit Opening Reception

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Speakers


Lisa Conn
Head of Common Ground Partnerships
Facebook

Amanda Miller
Director of Global Corporate Communications
Paypal

Keely Wachs
Director of Communications and Company Affairs
Clif Bar & Company

Cristian Gonzales
Senior Manager of Digital Experience and Content
23andMe

Rochelle Hinds
VP of Social Media
OneUnited Bank

James Nickerson
Lead Instructor, Digital Marketing
General Assembly

Grace Qaqundah
Director of Global Communications
THX

Kira Sparks
Director of Integrated Marketing
Indiegogo

Chris Jackson
SVP, Social Media Strategy and Analytics
FleishmanHillard

Kelly Stone
Director, Global Social Media
CompTIA

Alison Sutton
Sr. Content Strategist
St. Baldrick's Foundation

Bonuses & Checklists:

  • Essentials for a Successful Facebook Video Strategy
  • Best Practices for Promoting Facebook Live Viewership
Marriott

Location & Price:

The Facebook Boot Camp is $1,095, but use the code "SAVE200" to get $200 off your ticket through Friday, July 27. Nonprofit/Government and group discounts are also available.

The boot camp will take place at the Grand Hyatt in San Francisco located at 345 Stockton Street, San Francisco, CA 94108. Book your room today.

Register Now

Have a question? Reach out to Client Services at [email protected].