YouToo Social Media Tentative Conference Outline
11:15 a.m.-12:30 p.m.
_Registration and Continental Breakfast
Opening Plenary - Kevin Dugan
"Get the Picture or Get Lost – Why PR Needs Visual Thinking”
Noise from traditional PR tools across fragmented media channels are fueling bad pitches and stunts that have little or nothing to do with helping the client’s business. As a result PR people are struggling to help clients stand out – in any way possible. But more isn’t the solution to any problem. Better is the answer. How do we improve? We must embrace the visual. Visuals decrease our word count and increase our effectiveness. And in a Web 2.0 society it's become cheaper and easier to make our efforts über visual. The evolution of news and search is making this visual leap essential.
Morning Breakout Sessions (Conference attendees select from two breakout sessions during this time slot.)
Morning breakout session #1
Showcasing your brand: Activating offline activity using social platforms
Nader Ali-Hassan & Katelyn Luysterborg, Rosetta Social Media
This session would discuss best practices for how brands can leverage their offline activities and events day-to-day to engage with their online communities. The session will begin with a case study from a recent success at Sundance Film Festival where Rosetta worked with a client to bring their offline sponsorship of the event to life in the social spaces. The session will include mentions of key platforms like Pinterest and Instagram to leverage good social imagery, but also touch on other best practices brands can implement day-to-day.
Morning Breakout session #2
Smart Tips for Smart Phone Users
David LaBelle, director of photojournalism at Kent State University
Dave will address the capturing and distribution of photos and the ethics surrounding both of those things. He will do a presentation on timing, light and composition to demonstrate how these principles apply whether you are using a DSLR camera or a smart phone.
STUDENT-ONLY Breakout Session #3
“A Conversation with Shel Holtz"
This is a chance for students to ask questions and talk directly with Shel Holtz. Find out how he broke through the industry and has become a visionary in online communications.
Lunch and Keynote – "Real Real-Time Marketing" Presented by Shel Holtz
The Oreo brand earned substantial engagement over its real-time Super Bowl tweet. The result was like a shiny new lure dropped in a lake full of starving fish. Marketers and communicators everywhere jumped on the real-time marketing bandwagon, bolstered by reports of success from companies like Virgin Mobile that had established pricey newsrooms to manage their real-time efforts. But is this all really real-time marketing, or is it just a series of culture-jacking stunts? In his keynote address, digital communications expert Shel Holtz will explore the current real-time craze and compare it to other opportunities for real-time engagement that emerge from a adopting a newsroom mentality.
Dessert Reception and Book Signing
Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand – While exposing the risks inherent in maintaining a nontransparent relationship with customers, Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media "netiquette" an important but often misunderstood part of engaging in transparency.
How PR Leadership Can Extract More Value from Social Campaigns – Marcus Thomas LLC
Social media networks present opportunities to engage audiences with information and entertainment in a variety of media types. Getting the most from that content is often a function of how PR account leadership works with the community managers, creatives and developers who help execute on strategy. This panel of experts will explore ways to work with your social team to create valuable and effective campaigns.
Heidi Modarelli-Frank, Marcus Thomas
Carolyn Fertig, Marcus Thomas
Kevin Delsanter, Marcus Thomas
Moderator: King Hill, Marcus Thomas
Afternoon Breakout Sessions (Conference attendees select from two breakout sessions during this time slot.)
Afternoon Breakout Session #1
Being smart: Identifying strategy & audience segmentation for social media channels in the nonprofit world.
You can’t change the world through Facebook, but you just might be able to grab a volunteer!
Amy Martin, Vice President of Marketing and Communications, The Centers For Families and Children
Afternoon Breakout Session #2
Making Social Work – Overcoming obstacles to success in large organizations
PR and marketing pros know there’s value in social media, but our colleagues in large corporate environments don’t always “get it.” Join representatives from a cross section of industries as they discuss how they achieve success with social media campaigns and programs, working with and not against interested internal stakeholders from HR, sales, legal and the C-suite.
Scott Linabarger, The Cleveland Clinic
Kelly Piero, Diebold, Inc.
Jenn Yokley, Quicken Loans Arena
Moderator: Luke Armour, assistant professor, Kent State
Wrap-up Session - What does it all mean?
STUDENT-ONLY wrap-up session #2 – “Making this work for you now”
Chris Sledik, Marcus Thomas; and Katelyn Luysterborg, Rosetta
Happy Hour at Ray’s immediately following the conference. Hosted by the Akron Area PRSA Young Pros Group.