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.
BONUS RESOURCE: Sample Influencer Collaboration Agreement
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:
BONUS: Basic SEO Checklist
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.
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.
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!
Join us for a buffet-style breakfast before we officially kick off The Digital and Marketing Summit!
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.
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:
BONUS CHECKLIST: Best Practices for Promoting Facebook Live Viewership
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:
BONUS TIP SHEET: What You Should Measure on Snapchat
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:
BONUS GUIDE: How to Choose Between Instagram Stories and Snapchat
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!).
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.
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:
BONUS TIP SHEET: Getting Buy-In for Paid Social Media
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:
Join us for fun activities around Miami:
• Salsa Lessons
• Wynwood Art Tour
• Yoga Session
Join us for a delicious breakfast and start the final day of the conference fresh!
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:
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.
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.
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.
BONUS CHECKLISTS: Managing the 3 Phases of a Brand Crisis
Gather for delicious Miami fare and engaging conversation with your peers on the future of social.
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 prnewsonline.com, in PR News and on social media.
You’ll learn how to:
BONUS CHECKLIST: 5 Ways to Build Relationships With Media Before a Crisis Hits
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.