2nd Annual
International
Social Media & PR Summit

Thursday, May 16

• 08:30 -09:00

• Registration and coffee

• 09:00-09:50
  

• WELCOME ADDRESS:

  The influential communicator: The role of the content producer in the age of instant information, shrinking attention spans and exploding social media

  Today is the most exciting time EVER for corporate writers and editors. Everywhere you look, content is king.
  And those who publish compelling, riveting content will not only survive, they will stand at the center of their organization's plans and dreams.
  Five years ago, Publisher and CEO Mark Ragan launched PR Daily using the strategies and tactics he'll outline in today's keynote presentation.
  Today PR Daily is three times larger than its nearest competitor,  boasting 1.2 million monthly visitors from around the globe.
  In this keynote session, CEO Mark Ragan shares lessons that can be applied to any business in any niche. You'll learn:

  • How news and content have changed forever and what you must do to adapt;
  • Rules for grabbing and keeping the interest of readers in the Age of Commun-itainment
  • How social media and content are inextricably linked — and why you can't have one without the other
  • Why headlines and teasers are more important than ever in the Twitter age
  • The role 'content curation' plays in your brand journalism and content marketing strategy
  • Why it’s impossible to produce great content without great measurement

  Mark Ragan is CEO of Ragan Communications.

• 10:00-10:50
  

• OPENING KEYNOTE:

  Delivering happiness to keep employees engaged and customers coming back

  In his keynote presentation, Loren Becker reveals the ingredients of Zappos.com's world-famous "culture of happiness." That culture has given birth to a unique brand that breeds incredibly loyal, passionate customers, influencers and followers. Loren will describe how happiness as a business model has created fanatical customers, happy, super-productive employees, and vendors who are trusted business partners and friends, enabling Zappos to expand beyond selling shoes to clothing, bags and other products.
  Finally, he will dive into CEO Tony Hsieh's research on the science of happiness, enshrined in his New York Times best-selling book, and how Hsieh applied it to the intensely competitive online shoe business. Loren will show you why your company ought to start thinking about a higher purpose for everyone in your organization, a purpose beyond profits. And he proves that this unconventional goal just might drive astonishing business results.

  Loren Becker works at Zappos.com Inc. as the Downtown Coordinator and Zappos Experience & Community Team Manager.

• 10:50-11:20

• Coffee break

• 11:20-12:10
  

• Every company is a media company: How to build your brand with powerful content and storytelling

  COWI, the leading global consultancy group, is turning heads through its compelling storytelling and customer focus. By shifting the content focus from COWI to the customer, the group is on a journey to transform not only the mindset of the company but the entire consultancy industry.
  Christian J. Porter-Schultz, Vice President of Group Communication and Knowledge Management at COWI, will let you in on the challenges COWI's communication team has encountered on its journey and will outline critical elements for successful transformation. In this inspiring and entertaining session, you'll learn:

  • How stories about "us" aren't as effective as they used to be
  • The do's and don'ts of storytelling in the 21st century
  • How a small internal department can deliver huge results
  • How to turn corporate communication from a cost to a profit center

  Christian J. Porter-Schultz is Vice President of Group Communication and Knowledge Management at COWI.

• 12:10-13:30

• Networking Lunch

• 13:30-14:20
  

• Challenges for PR & Media Relations in a continuous changing media landscape

  Over the last few years, ING the Netherlands have worked on a clearly defined vision with a relevant PR & Media Relations and Social Media strategy. And with success. ING was rewarded as the best social media company of 2012 in the Netherlands. During this session ING will share their vision and some interesting insights on how ING, specifically the External Communications Department, is dealing with a continuous changing society and media landscape and the impact of those changes, includving the impact of social media, on their daily activities.

  During this session you will:

  • Get some interesting insights on how to restore trust by using social media as a part of PR & Media Relations strategy.
  • Get inspired to use social media for PR & Media Relation activities.
  • Get some tips and tricks how to deal with a changing media landscape.
  • Get the reasons why storytelling is so important and what the preconditions are for a good story.

  Cindy Penders is Manager of External Communications of ING the Netherlands.

• 14:20-14:50

• Coffee break

• 14:50-15:40
  

• Manage cultural communication differences: How to communicate with a global audience

  Everything has gone digital. Mass media changes almost overnight, and the very meaning of the term ?mass media? has itself changed beyond recognition. For example, companies turn to bloggers to get their message out. They reach millions of subscribers instead of the four or five hundred thousand that subscribe to newspapers. The formerly obscure blogger now qualifies as the ?mass media,? and the once-huge newspaper audience is a media niche. As a result, communicators are forced to alter the way they formulate pitches, press releases and stories.
  Peter von Satzger, PR Director at Viacom, formulates Viacom?s Youth & Music Channel messages to 14 markets around the world. These markets speak different languages, and have different advertising laws and very different cultures. To illustrate, Peter will discuss why the television show Teen Mom was controversial in some Catholic countries due to controversy over contraceptives. He will explain why it was is important to dare to break those norms in order to create change. During this session you will learn:

  • How online communication channels have changed and how this impacts PR
  • Why the press release is dead and video is king
  • The importance of knowing your audience so your pitches don?t offend or break a law
  • Why global companies must give control over messaging to the local communicators
  • How to play to the emotional angle, especially if your audience is Millennials
  • How to change your tone to pitch bloggers?they are your most important media ally

  Peter von Satzger is PR Director for MTV, VH1 and all other channels at Viacom International Media Networks Youth & Music.

• 15:50-16:40
  

• Crisis communications in the social media era

  While the fundamentals of crisis communication from decades ago remain valid, the execution has been changed irrevocably and dramatically by social media. During the "critical event period" of a crisis, your audiences rush to their social channels to talk to peers to formulate their views, according to research. Understanding the dynamics of social media during a crisis is key to minimizing its effect on your organization. In this revealing session, online communications specialist Shel Holtz will guide you through the new world of crisis communication, including:

  • Why having front-line employees engaged in social channels produces the best results
  • The characteristics of companies that achieve the best outcomes from a crisis
  • The role of blogs, Twitter, Facebook and other channels
  • Why responding without waiting for approvals is the norm in the 140-character news cycle (and how to get the approval you need proactively)
  • The need for updates in social media, even when there's nothing new to say

  Shel Holtz is Principal of Holtz Communication + Technology.

• 16:40-17:30
  

• CLOSING KEYNOTE:

  Social media: Influencing the new world of communications through 8 new PR practices

  Because social media has reignited the PR profession and influenced a new world of communications, PR professionals are increasing their roles and responsibilities. Today?s practitioners are shifting from communication handlers and facilitators to strategic PR influencers and champions. When PR combines with social media, and communication unites with technology, PR professionals realize the opportunity to expand their skill sets and their PR practices.
  Deirdre Breakenridge, author of Social Media and Public Relations: Eight New Practices for the PR Professional, discusses how the use of technology and communications together raises the profile of public relations in the eyes of executives and the public, moving PR from tactics to strategy. With a focus on integrating technology into PR planning, today?s communicator is able to capture deeper engagement and greater communications impact with the public. 
  Conference participants will learn the skills, tips and best practice tools to become:

  • ?PR Policymakers? who are helping audit social media profiles and participation to create policy goals, objectives and the framework for better employee social media participation
  • ?Internal Collaboration Generators? and ?Comms Organizers? who are using collaborative technology to share information with their teams and to create more meaningful brand content via social media resources
  • ?PR Tech Testers? and ?Relationship Analyzers? whoare implementing their new media competencies to research and demo different social media tools, including how to visualize community relationships for greater engagement opportunities with stakeholders
  • ?Pre-Crisis Doctors? and ?Members of the Reputation Task Force? who are proactively incorporating critical tools into their social media crisis plans, while upholding and maintaining the image of their brands and the social brand voice pre-crisis
  • ?Masters of the Metrics? who are identifying the metrics and measurement for different levels of the organization, offering their executives the business metrics they expect, and revealing valuable business outcomes for their organizations

  Deirdre Breakenridge is author of Social Media and Public Relations: Eight New Practices for the PR Professional and CEO of Pure Performance Communications.

• 17:30-19:00

• Cocktail Party Sponsored by ING
  (on-site)

Friday, May 17

• 8:30-9:00

• Registration and coffee

• 09:00-09:50
  

• OPENING KEYNOTE:

  Tweet like you mean it: Stay fun and engaging across multiple accounts while maintaining a consistent brand message

  Establishing one account on Twitter can be tricky enough for any brand, but branching out into multiple handles can be incredibly daunting. Add official Twitter handles for employees and brand-related personalities into the mix and it can be overwhelming. But it doesn't have to be a chore. Here to help is Marvel's own Ryan Penagos, who, in addition to his personal account of @Agent_M, manages the accounts for @Avengers and @RealDeadpool and leads the team behind @Marvel, influencing nearly 2 million highly engaged followers on a daily basis. And while working with, assisting and supporting roughly 500 Marvel creators, staff members, partners, affiliates and characters through their own additional Twitter activity, he knows how hectic things can get. In this session, you'll get insight on:

  • The importance of balancing multiple handles
  • When to expand your scope and when to keep your tweets isolated
  • Why keeping the brand consistent doesn't mean you can't establish unique voices
  • How to create excitement around an event, such as the release of Marvel's "The Avengers" film, utilizing multiple handles
  • Directing the conversation and knowing when to take a cue from your followers

  Ryan Penagos is Executive Editorial Director for Marvel Entertainment's Digital Media Group.

• 10:00-10:50
  

• The art of curation: How to distribute customized content that is valuable to your audience

  LEGO has mastered the art of content marketing, attracting and retaining customers around the world through valuable and shareable content. They understand their audience and deliver customized communications which in turn has landed them loyal and invested followers. Lars Silberbauer Andersen, Head of Social Media at LEGO will describe the world of content marketing. You will see why every company needs to be a media distribution company, creating content aimed at customer interests rather than at making a sale. You?ll learn how to:

  • Deliver consistent content to customers that provides value
  • Create environments for your consumers to interact and share brand love
  • Customize content for your customers bases?what is right for one is not valuable for all
  • Determine the right distribution consistency
  • Mix up your content with design elements, videos, stories and infographics
  • Create a loyal community around your products through targeted content

  Lars Silberbauer Andersen is Head of Social Media at LEGO Group.

• 10:50-11:20

• Coffee break

• 11:20-12:10
  

• Storytelling: How to build your brand through strong stories

  Great storytelling can create memorable, heartfelt communication that transforms customers into a loyal, passionate community. Arnt Erikson, Chief Innovation Officer for DDB will draw from his 20+ years in marketing to reveal tips and tools based on case studies from leading corporations on how you can dig deep into your organizations happenings to create dynamic stories that will revolutionize the way your customers and stakeholders identify with your corporate mission.
  In this session, you'll learn how to:

  • Craft stories that will communicate your company?s ?heart? to customers and stakeholders
  • Draw on customer experiences to create strong, authentic tales
  • Create shareable content that your audience can post on Twitter, Facebook and other social sites
  • Use video to convey what words just can?t

  Arnt Erikson is Chief Innovation Officer at DDB.

• 12:10-13:30

• Networking Lunch

• 13:30-14:20
  

• Curators of Sweden: The world's most democratic Twitter account

  Stockholm-based Volontaire?s work has been hailed as brave and criticized as reckless. Its famous @Sweden project has given voice to a country, won a Grand Prix at Cannes Lions and sparked a global movement. ECD Patrick Kampmann shares the agency's successful methodology, takes you behind the scenes of a once-in-a-lifetime campaign and shows how to repeat it.
  In this inspiring and entertaining session, you will learn how:

  • A progressive government works with social media
  • To prove a brand promise instead of talking about it
  • A daring idea can generate huge global PR?without media investment
  • Integrity gets you through a PR crisis
  • The world is shifting from storytelling to brand behavior

  Patrick Kampmann is one of the co-founders of Volontaire.

• 14:20-14:50

• Coffee break

• 14:50-15:40
  

• Can corporate media support serious journalism?

  As traditional media outlets shrink, corporations are stepping up their own media creation efforts. Some are starting to produce serious journalism. During this 20-minute session, we will explore these four important questions that are facing so many communications departments today:

  • What's the role of corporate media?
  • Will the rise of corporate media serve society, or hinder it?
  • Could corporate media become the new funding model for serious journalism?
  • Could corporate media win a Pulitzer?

  Tom Foremski is Publisher of Silicon Valley Watcher.

• 15:50-16:40
  

• CLOSING KEYNOTE:

  Social Wheels in Motion: Ford?s Social Media Journey

  Ford Motor Company has been recognized as a leader in social media and continues to make groundbreaking efforts in the space, managing communities that are more than 15 million strong worldwide - and growing. Along the way, the team has learned some universal lessons in social that can be applied to agency and client work, at businesses of any size. From understanding your audiences to thinking about branded content, from influencer outreach to advocacy management, Scott Monty, Global Head of Social Media for Ford Motor Company, will discuss how a world-class automaker sees opportunities for socially-engaged businesses everywhere.

  Scott Monty is Head of Social Media for Ford Motor Company.

• 16:40-18:10

• Cocktail Party Sponsored by ING
  (on-site)