11 a.m.-12:30 p.m.
_Registration and Continental Breakfast (professionals)
Opening Plenary - Andrea Weckerle
"Too Much Digital Drama: A Better Approach to Online Discourse and Conflict”
Celebrating its twenty-fifth anniversary, the Web has irrevocably changed how we live and work. However, along with all the positive developments the Internet has given us, there’s a dark side we’re often too willing to overlook. Conflict is an inevitable part of life, but when unresolved conflict rises to the level where it negatively impacts our personal or professional lives, we need to take note. In her keynote address, Andrea Weckerle will explore the current online landscape, discuss the different types of online antagonists and conflict issues that you’re most likely to come across, and offer suggestions for change.
Registration and Continental Breakfast (students)
Morning Breakout Sessions (Conference attendees select from two breakout sessions during this time slot.)
Morning breakout session #1
"B2B or Not 2B?: Social media strategies for B2B marketers"
For too long, B2B marketers shrugged off the opportunities social media offered to their organizations, arguing that social media made sense only for B2C companies. But B2B customers are using social media too – just in a way that best suits them. And that’s only the beginning. Employees, prospects, investors and other key stakeholders use social media every day to inform their ideas about B2B companies. So where should you start? This session will present ideas about how to get your B2B social media strategy started – or augmented – by following a four-step social media process.
Lisa Zone, Managing Director, Dix & Eaton
Morning Breakout session #2
"Avoiding the Overwhelm – Channel selection strategies to focus your social budget"
Sick of the question “what’s the ROI of social media?” Then start asking different questions. Determining which business objectives you want to achieve, who your audience is and what platforms are best for your message are the first steps to spending you social dollars in the most effective way. This session will help you answer those questions and give you ideas for doing more with less.
Amanda Kleinhenz, Social Media Strategist, Akhia
Eric Barnett, marketing specialist at Cleveland Metroparks
Amy Martin, vice president of brand and business innovation at The Centers for Families and Children
STUDENT-ONLY Breakout Session #3
“A Conversation with Danny Brown"
This is a chance for students to ask questions and talk directly with Danny Brown.
Lunch and Keynote – Presented by Danny Brown
Adapt or Secede: The Future of PR Isn't Tomorrow, It's Now.
It used to be so easy - have good media relations, and control the message around your client. And then the disruptors arrived - social media, bloggers, influencers, the FTC. Now, instead of sending pre-approved information to your media connections, communications have to be tailored to specific audiences, positive-only sentiment is out the window, and digital reach means the potential for crisis is always just a wrong tweet away.
In this talk, we'll look at the following changes that the PR industry needs to implement to keep up:
Dessert Reception and Book Signing
Civility in the Digital Age: How Companies and People Can Triumph over Haters, Trolls, Bullies and Other Jerks –Ever seem like the Web is just one big screaming match? Ever feel like you’re refereeing a worldwide tantrum on YOUR social media sites, blogs, and online forums? That’s not good for your goals--or your sanity. Stop. Now. Step back. Take a breath. And solve the problem. Thought you couldn’t? You can: there are proven best practices for getting people to be civil online. Even when they disagree. Even if they’re complaining. You can avoid misunderstandings that lead to flame wars, and promote constructive conversation amongst those with strongly held views. And, finally, you can handle the people that just can’t be civilized. Today, these skills are flat-out imperative. Everyone who leads, curates, manages, or participates in online communities needs them. Andrea Weckerle hasn’t just compiled them: she’s created a 30-Day Action Plan for restoring civility to your corner of the digital world. This plan works--and not one moment too soon.
Social Mavericks: The Tradecraft of Community Influencers
What makes a true influencer? Veteran digital marketer Dino Baskovic will moderate a panel of three media mavens that successfully used digital and analog methods throughout their careers to achieve massive change. The esteemed panelists include:
Afternoon Breakout Sessions (Conference attendees select from two breakout sessions during this time slot.)
Afternoon Breakout Session #1
"The Art of the Response – When to Throw Best Practices out the Window"
A case study review of Akron Children’s Hospital in 2013 and how the organization dealt with three unique, high profile incidents on their social channels to protect the reputation of the brand and accommodate stakeholders among vigilant detractors.
Andrea Joliet, Director Corporate Communications, Akron Children’s Hospital
Andrea Rogers, Senior PR specialist, Akron Children’s Hospital
Afternoon Breakout Session #2
"Consistency is King – how to shape a brand’s look, feel and tone with each and every post"
PR pros have a new challenge in social media: telling their organization’s story consistently through a variety of social media channels. With fleeting attention spans stretch across multiple platforms, this session will focus on defining a brand's social media identity to tell a social story while providing impactful value to a wide range of audiences.
Chris Baldwin, Principal, True Digital Communications
Tyler Norris, Digital Strategist, True Digital Communications
STUDENT-ONLY Breakout Session #3
“A Conversation with Andrea Weckerle"
This is a chance for students to ask questions and talk directly with Andrea Weckerle.
Wrap-up Session - What does it all mean?
Join us for a Happy Hour celebration at the Kent State Hotel & Conference Center in downtown Kent immediately following the conference.
Snack and drink specials!
Co-hosted by the Akron Area PRSA Young Pros Group and the Mentoring Committee
STUDENT-ONLY wrap-up and Networking session – “Making this work for you now”