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Tuesday, Oct 17

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  1. 1:00 pm – 4:00 pm

    Influencer Marketing Workshop: How to Do It Right and Surpass Expectations

    Get proven strategies for achieving a multiplier effect on your content at this PR News workshop. You’ll learn how to activate influencers who inspire consumers on multiple channels, and how to put influencers to work building positive sentiment for your brand. More than 90% of consumers trust word-of-mouth and user-generated content more than direct messages from brands, according to Nielsen. So, it’s no surprise that influencer marketing has become an integral part of many communication strategies.

    We’ll cover:

    • Tactics for cutting through the noise (how to stand out vs. so many other “influencers,” are there new platforms that offer better opportunities to build audiences faster?)
    • Using data and targeting to build audience (how to leverage research, analytics and data)
    • Negotiating deals/brand partnerships with influencers (being clear on expectations, how does it work? what are best practices?)
    • Influencer campaigns on a shoestring
    • Influencers beyond Gen Z/millennials (are there different tactics? different platforms for those demos? Also, how to reach different ethnicities and multicultural audiences) 
    • Manage and assist influencers throughout the content creation process
    • Be above board with your followers about your brand’s relationships with outside bloggers

    BONUS RESOURCE: Sample Influencer Collaboration Agreement

  2. 1:00 pm – 4:00 pm

    SEO Workshop: Get Your Content Found in Web Searches

    We’ll explore the ins and outs of search engine optimization and the various factors that must be taken into account to raise your brand’s profile in Google’s search results. You’ll also learn what kind of content Google’s constantly evolving search algorithm favors and how to find and properly use the right keywords.

    Our SEO trainers will cover these topics and more:

    • Understanding Google’s latest content ranking factors and how they affect the success of your daily communications efforts
    • Researching and deploying keywords to increase brand exposure
    • Going beyond Google (SEO on other platforms)
    • Tactics to amplify SEO (using the traditional media, using influencers, using other guerrilla methods that don’t cost a lot)
    • Future of SEO – How are the algorithms likely to change, how can people start leveraging those changes now to get ahead of the game?
    • Advanced techniques: How to use the latest tools to uncover new SEO opportunities

    BONUS: Basic SEO Checklist

  3. 5:00 pm – 7:00 pm

    Opening Reception

    Find out what’s hapening and who’s attending this year’s event at the opening night party! You’ll meet new people, reunite with friends and colleagues, enjoy Miami fare and cocktails.

  4. 7:00 pm – 9:00 pm

    Dutch Dine-Around

    A fun way to network with your fellow peeps all while enjoying the tasty food Miami is known for. As this is a “Dutch” dinner, each participant is required to pay for his or her meal.

Wednesday, Oct 18

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  1. 6:45 am – 7:30 am

    Sunrise Walk

    Shake off the sleep in your eyes, and come out for a beautiful city walk with your peers. No registration required – just your willingness to put on your walking shoes!

  2. 8:00 am – 8:15 am


  3. 8:15 am – 8:50 am

    Get to Know Fellow Participants Over Breakfast

    Join us for a buffet-style breakfast before we officially kick off The Digital and Marketing Summit!

  4. 8:50 am – 9:00 am

    Welcome from PR News

  5. 9:00 am – 9:30 am

    Keynote Presentation—YesJulz: Keys to Reaching Your Brand’s Demographic, Authentically

    In this opening keynote session, Julieanna Goddard—better known as YesJulz to her social media fans and followers—will welcome attendees to her hometown of Miami and share how she found success as a visual storyteller, entrepreneur and agency founder working with big B2C brands and nonprofit entities alike to attract new audiences. YesJulz will also share what brands should and shouldn’t do when working with influencers to make the most out of influencer partnerships.

  6. 9:40 am – 10:20 am

    Harness the Power of Live Streaming for Your Brand

    Learn how to develop a content strategy for Facebook Live, cast influencers and brand ambassadors, use other social channels to promote broadcasts, leverage live reactions to drive the highest engagement and measure the reach of your live streams. Live streaming platforms allow for unique, real-time experiences that encourage audiences 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 they have aired.)

    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)
    • Use Facebook Live to drive traffic back to to earned channels
    • Align your risk management and contingency planning with compliance concerns (and legal)

    BONUS CHECKLIST: Best Practices for Promoting Facebook Live Viewership

  7. 10:20 am – 10:30 am

    Networking Break

  8. 10:30 am – 11:10 am

    How to Develop a Snapchat Presence

    Amid cries that “Snapchat is dead” and “Instagram Stories is better for brands," there are still many brands seeing success on Snapchat, and nearly as many angles for approaching the platform. But each brand must still find the style that’s right for it. Along with content planning best practices, we’ll discuss how to use employees as influencers to attract talent and how to maintain Gen-Z and millennial interest.

    What you’ll learn:

    • Ways to measure success on Snapchat (without doing it manually)
    • Mistakes brands made on the platform early on—and how they corrected them
    • How Cisco made its employees the stars of its Snapchat channel to attract fresh talent
    • How to create unpolished, Gen-Z friendly content that makes sense for the platform
    • When and whether to use the Memories feature to post evergreen content

    BONUS TIP SHEET: What You Should Measure on Snapchat

  9. 11:20 am – 12:10 pm

    How to Use Instagram Stories as Part of Your Video and Photo Mix

    If you’ve determined that Snapchat’s audience is not right for your brand, but you love and respect the power of authentic, ephemeral Snapchat-style videos and still photos, then this session is for you. Instagram Stories has emerged as an alternative to Snapchat that allows you to work with the Instagram audience you already have. Learn how to get started using Instagram Stories and see what mix of cinematic and raw content is most likely to connect with your intended audience.

    What we’ll cover:

    • Instagram Stories basics and best practices
    • How to mix up photo and short-form video content for a vibrant and varied story
    • How to shoot Instagram Story videos like a pro, while staying true to the platform’s raw feel
    • Starting small by using content you already have
    • Relying on employee engagement as a source of visuals for Instagram Stories
    • Determining who the people are beyond your organization who can tell your story for you on Instagram Stories
    • Making use of Instagram’s ability to share links

    BONUS GUIDE: How to Choose Between Instagram Stories and Snapchat

  10. 12:15 pm – 1:00 pm

    Birds of a Feather Table-Topic Luncheon

    You'll get to network and brainstorm with fellow attendees at themed luncheon tables. You'll be able to choose among the topics that matter most to Digital and Marketing Show attendees (and enjoy a delicious lunch as well!). 

  11. 1:10 pm – 1:50 pm

    Turn Social Listening on Twitter Into a Brand-Building Communications Strategy

    There are more than 100 million daily active Twitter users, and nine out of 10 of them log on to get their daily news. The platform has become a crucial front for many brands’ social listening efforts and a great forum for one-on-one interaction. But what’s the best way to monitor your brand’s activity on Twitter, measure sentiment and translate that information into better content and a bigger following?  Our panel of expert tweeters and measurers will show you how. 

    You’ll learn:

    • How to use Twitter’s native analytic tool—and third-party tools—to get a better read on your brand’s image
    • Proven strategies for translating analytics into better content
    • Best practices in responding to both positive and negative tweets
    • How to analyze and target niche interest areas to grow your following
  12. 2:00 pm – 2:55 pm

    Get the Most Out of Your Facebook Ad Dollars

    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. 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.

    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 to prove ROI on specific campaigns

    BONUS TIP SHEET: Getting Buy-In for Paid Social Media

  13. 2:55 pm – 3:10 pm

    Meet and Mingle

  14. 3:10 pm – 3:40 pm

    What You Need to Know to Launch a Podcast for Your Brand

    For years, podcasting was overshadowed by other forms of emerging media, but it continues to grow in popularity. In fact, more than 10 billion podcasts were downloaded and streamed on Apple devices alone in 2016, an increase of more than 2 billion from the year before. And as well-known media outlets and entertainers have ramped up their podcasts, brand communicators are taking note and targeting the space. If you’re considering launching a podcast for your brand, then this session is for you.

    We’ll cover these questions you may have about launching a podcast:

    • What are the technical requirements of launching a podcast?
    • What are the minimal budget requirements?
    • Who in your organization should be the voice of your podcast? Your CEO? Your CCO?
    • How do you promote your podcast?
    • How do you get people to subscribe to it?
    • What would be the branding benefits of launching a podcast?
  15. 4:00 pm – 7:00 pm

    Networking Activities

    Join us for fun activities around Miami:
    • Salsa Lessons
    • Wynwood Art Tour
    • Yoga Session

Thursday, Oct 19

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  1. 8:00 am – 8:25 am

    Breakfast and Conversation

    Join us for a delicious breakfast and start the final day of the conference fresh!

  2. 8:25 am – 8:30 am

    Welcome from PR News

  3. 8:30 am – 9:20 am

    Make Social Customer Care Smarter—With a Little Help From AI

    Social media has opened a window into customer care and put it on the world stage—and this can be a good thing. In this session, learn how to make sure the stories your customers tell about you on social are good ones. We’ll also explore ways to incorporate chatbots and AI into your social care strategy for more individualized and efficient conversations with your audience.

    What we’ll cover: 

    • Social care platforms, including those that integrate augmented reality and IBM Watson’s AI technology
    • Using social media to exceed customer expectations
    • Converting unhappy customers into brand advocates
    • The newest models for tracking audience sentiment
    • How to train customer service reps to respond to queries in a public forum, in the brand’s voice
    • How to share ownership of social customer care across marketing and customer service departments
  4. 9:20 am – 10:05 am

    Integrated Communications: How Marketing & PR Are Collaborating on Digital Now

    Inevitably, the question arises when you’re in a room full of communicators: How do we break down the silos between PR and marketing? There is a consensus that marketing and PR need to partner more regularly, particularly when it comes to the rapid pace of social media communications. “Who owns social media” is not so much the question when both departments agree that their audience owns it. In this session you’ll learn the secrets of successful PR/marketing marriages. 

    You’ll hear:

    • What it really takes for PR and marketing to achieve mutual understanding and respect
    • How PR and marketing can develop overlapping goals for digital initiatives
    • How to develop KPIs that encompass both marketing and PR tactics
    • Make your customers’ (or members’) needs central in your PR/marketing messages
    • How to structure an integrated team that's optimized for today's communications landscape
  5. 10:05 am – 10:25 am

    Networking Break

  6. 10:25 am – 11:10 am

    How to Use Customer Journey Mapping for Your Brand

    This session is for anyone who believes that to improve the way you communicate with your customer, you need to understand what your customer is doing and why. 

    You'll learn:

    • The ins and outs of customer journey mapping
    • New ways of mapping your customers across social channels to gain a better understanding of their behaviors
    • How to develop a strategy roadmap to address identified customer experience challenges
    • How customer journey maps can be developed for an entire customer lifecycle
  7. 11:10 am – 12:00 pm

    Engaging With Media Pros on Social Media—During a Crisis and in Peacetime

    This year we’ve seen the reputations (and stock prices) of brand after brand plummet while they struggle to immediately address a variety of crises with honest, inward-searching empathetic responses. This session will provide you with the essentials you need for your crisis plan so you can manage the first five hours of a crisis on social media, and with actionable tips for those of you who have a plan in place.

    We’ll cover: 

    • Building trust with journalists on social media
    • Pitching stories to the media on an open social channel
    • Timing and tone of your crisis response—how to steer clear of tone-deaf crisis responses that emphasize company policy instead of empathy for those affected by a crisis
    • Managing media queries and coverage in the first five hours of a crisis

    BONUS CHECKLISTS: Managing the 3 Phases of a Brand Crisis

  8. 12:00 pm – 1:00 pm

    Networking Lunch

    Gather for delicious Miami fare and engaging conversation with your peers on the future of social.

  9. 1:00 pm – 3:00 pm

    Media Relations & Crisis Management Workshop

    Tables will work in teams to create a media relations and social media strategy around a fictitious brand crisis. Our trainers will assign a scenario to the teams and will ask them to draft a plan to work with journalists and manage the message on social media. Each team will have the opportunity to present their plans to the workshop trainers, who will select one winning team. The winner will be featured on, in PR News and on social media. 

    You’ll learn how to:

    • Collaborate across silos in a crisis
    • Craft a core message that is communicated across all channels
    • Ensure that internal and external communications are consistent
    • Engage with journalists on social media
    • Engage company employees as well as friends, fans and followers in the crisis communication effort
    • Adapt your messages to specific social media platforms

    BONUS CHECKLIST: 5 Ways to Build Relationships With Media Before a Crisis Hits

  10. 3:00 pm – 3:30 pm

    Closing Keynote Presentation: Fernando Machado, Head of Brand Marketing, Burger King

    What do Burger King's "Proud Whopper" and "McWhopper" campaigns and Unilever's "Dove Real Beauty Sketches" have in common (besides winning 52 Lion awards at Cannes altogether)? They were all led by the same person—Fernando Machado. Fernando is not only one of the top marketers and brand storytellers in the U.S.—he's a captivating, passionate public speaker. In his closing keynote presentation, Fernando—who just this year led Burger King in winning the 2017 Cannes Lions Creative Marketer of the Year award and personally won the 2017 Marketer of the Year award from the AD Club of NY—will tell you how you can aim for the same winning mix of creativity, fun, brand image reinvention and social awareness in your brand campaigns.

  11. 3:30 pm – 3:35 pm

    Winner of the $1,000 Vacation Certificate is Announced!

About PR News

The PR News Group at Access Intelligence, LLC is a go-to source that serves the communications and marketing community at corporations, agencies and nonprofits.