PDF Document - Public Relations Society of America

April 2–3, 2012 New York City Sentry Center
Register today!
Register at www.prsa.org/thedigitalimpact.
Follow the conversation on
twitter.com/PRSADIconf or #PRSADIconf.
Influence and Persuasion
Keynote Speakers:
Caryn Marooney
Matthias Lüfkens
Timothy Jordan
Richard Binhammer
Director of Technology Communications
Facebook
Managing Director, Digital, EMEA
Burson-Marsteller
(formerly with the World Economic Forum)
Developer Advocate
Google
Director of Social Media and Community
Dell

Hotel Information:
The PRSA Digital Impact Conference
well be held at the Sentry Center in
New York City. Hotels within walking
distance of the event include:
The Alex Hotel
205 E. 45th St.
Between 2nd & 3rd Avenues
New York, NY 10017
(212) 867-5100
Fitzpatrick Grand Central Hotel
141 E. 44th St. at Lexington Avenue
New York, NY 10017
(212) 351-6800
Radisson Lexington Hotel New York
511 Lexington Ave. at 48th Street
New York, NY 10017
(800) 395-7046 US/Canada Toll-Free
(212) 755-4400
New York Marriott East Side
525 Lexington Ave. at 49th Street
New York, NY 10017
(888) 236-2427
The PRSA Digital Impact Conference will take place at
the Sentry Center, 730 Third Ave. (between East 45th Street
and 46th Street), 17th Fl., New York, NY 10017.
The PRSA 2012 Digital Impact Conference
Are you maximizing your online presence? The PRSA 2012 Digital Impact
Conference focuses on the interplay of influence and persuasion. As an
attendee you will:
• Translate website usage data into actionable feedback for your
communication programs.
• Expand your reach, maximize return on investment (ROI) and meet your
marketing goals.
• Learn to leverage Internet videos to enhance public relations coverage.
• Learn how to actively listen to, engage with and respond to customers.
• Find out how to motivate and mobilize the right audience at the right
time.
• Gain best practices for fighting social media fatigue.
• Discover how to add analysis to measurement.
>>>>>>>
Register today!
www.prsa.org/thedigitalimpact

Monday, April 2
8–9 a.m.
Exhibitor Breakfast &
Registration
9–10 a.m.
Opening Keynote
Tap the Wisdom of Friends
How to Thrive in a Connected World
The 1990s were about browsing; the 2000s
were about searching. This new decade is about
discovering things through our real friends. Learn
about the latest tools from Facebook and how to
leverage them to help your organization and
clients move from the wisdom of crowds to the
wisdom of friends.
Caryn Marooney is director of technology
communications at Facebook.
Marooney oversees communications for product,
Facebook platform, infrastructure, mobile and
technical recruiting. Prior to Facebook, she
co-founded OutCast Communications, one of
Silicon Valley’s premier technology
communications firms.
10–10:15 a.m.
Break/Coffee
10:15–11:15 a.m.
Breakout Sessions
Embrace Data-Driven Communications
What Are Your Customers Trying to Tell You?
Products that talk back, geo-tagged Twitter posts
and tools for mining customer conversation
records can give you data you can use to become
more responsive to the needs of your communities.
Find out how to use these insights to produce
content your site visitors need, and prioritize key
messages — even create heatmaps of trouble
spots — to prevent crises before they start.
Jay Krall is manager of Internet media research
at Cision. There, he’s helped develop a new Internet
media research team, and has been instrumental
in the company’s social media efforts.
Heidi Sullivan is vice president of global media
research at Cision, where she oversees all
research of print, Internet and broadcast media.
SNCR Research Presentation
B2B Online Community Building
Best Practices From Strategy to Execution
B2B online communities can deepen customer
intimacy, gather product or service insights and
shorten delivery time. But what does it really take
to make one hum? In this session, you will learn
best practices for engaging members at any
stage of the community, and how to measure the
success of your B2B online community.
Vanessa DiMauro, SNCR senior fellow, is CEO of
Leader Networks. She has been creating successful
social strategies for more than 15 years.
Reading Millions of Minds
What PR Pros Can Learn From the CIA & NSA
Ever wish you could profile your audience
members like the Department of Defense, CIA
and Defense Intelligence Agency do? Find out
how to implement approaches like social network
analysis, psycholinguistics and psychological
profiling in your own organization, even on a
limited budget.
JT Kostman, Ph.D., is computational social
psychologist and managing director at DeepMile
Networks. There, he conducts large-scale profiling
projects for the national security community,
national political campaigns and Fortune 500
chief marketing officers.
11:15–11:30 a.m.
Break
11:30 a.m.–12:30 p.m.
Breakout Sessions
Influence the Influencers
How to Become a Leader
in Influencer Communication
The value of building relationships with influencers
has been proven. Now’s the time for public
relations professionals to lead influencer
communication. Find out about the data behind
the value of influencer communication, and hear
tips and best practices for succeeding in
influencer communication.
Pierre-Loic Assayag is CEO of Traackr. He is a
veteran of the Web industry, acting as Peugeot-
Citroën’s first director of new media in the 1990s
before joining the front line of the Internet economy.
The Digerati
Social Media Habits of Multicultural Consumers
Learn about the attitudes, behaviors and needs of
African-American consumers. UniWorld Group’s
“Digerati Study” reveals insights on how to reach
multicultural consumers where they live, breathe,
form their opinions and make purchase decisions.
Tyrha M. Lindsey is director of public relations
at the UniWorld Group, Inc., the longest-standing
full-service multicultural marketing agency in the
United States.
Bruce Kirton is director of strategic planning and
a lead strategist at the UniWorld Group. There, he
serves such clients as CVS, the Marines, Colgate
and Vertex Pharmaceuticals.

From Community to Kinship
How to Leverage Digital Media Like Microsoft
What comes after community? Learn how to get
to kinship using digital media with this case
study from one of the world’s largest technology
brands, Microsoft. Discover a framework for
engaging your communities where they are and
via media they prefer.
Katrina Klier is senior director of worldwide digital
marketing at Microsoft. Her team works with
180,000 companies in 200 countries to drive
awareness, generate demand and increase sales
with Microsoft’s partners.
12:30–1:30 p.m.
Lunch
1:30–2:30 p.m.
Luncheon Keynote
The Role of the Social Media Architect
Build and Integrate Strategic Communications
Hear how the World Economic Forum used social
media in its communication strategy, and how
social media opened up Davos, one of the most
exclusive and private events in the world.
Matthias Lüfkens is managing director of digital,
EMEA, at Burson-Marsteller (formerly with the
World Economic Forum). Through his innovative use
of social media, YouTube, MySpace, Facebook,
Flickr, Wikipedia, Qik and Mogulus, Lüfkens brought
the World Economic Forum to the social Web.
2:30–3:30 p.m.
Breakout Sessions
Content Marketing & Public Relations
Optimize and Socialize to Persuade
Your Audiences to Act
Public relations and marketing are converging,
and consumers and journalists are using new
ways to discover, consume and act on content.
In this session, you’ll learn how to use content
marketing best practices to design information
that inspires audiences to share, buy and
recommend your brand.
Lee Odden is CEO of TopRank Online Marketing,
a digital marketing agency specializing in helping
companies attract, engage and inspire customers
and their social communities. He is author of
“Optimize: How to Attract and Engage More
Customers by Integrating SEO, Social Media and
Content Marketing.”
The Business of Influence
Introducing a Framework
to Socialize the Enterprise
Everything an organization does occurs within the
context of a changing world. Influence flows all
around it. Learn about the Influence Scorecard,
and about improving an organization's facility to
identify opportunities in these influence flows for
competitive advantage. Find out how to improve
sensitivity, responsiveness and agility by socializing
the enterprise and the role of a new breed of professional
— the influence professional.
Philip Sheldrake, MCIPR CEng, is the founding
partner of Meanwhile and Influence Crowd, and
the main board director of Intellect. He’s author
of “The Business of Influence: Transforming
Marketing and PR in the Digital Age.”
The Seven Traits of Successful
Bartenders/Bloggers
How to Leave Your Audience Members
Wanting One More Shot
Bartenders and bloggers are both extremely social,
require a heavy dose of patience and must always
put the customer first. Whether you work
the computer screen or behind the bar, you’ll
walk away with seven key traits for success. Find
out about valuable tools to use when bartending
or blogging.
Richard Brewer-Hay is senior manager of social
media and chief blogger for eBay Inc. As lead
contributor to eBay Ink — the official source for
company information, opinion and perspective —
he chronicles conversations happening inside
and outside of eBay.
3:30–3:45 p.m.
Break
3:45–4:45 p.m.
Breakout Sessions
Manage Your Company’s Social IQ
How to Engage in Conversations That Can
Move the Company’s Share Price
With millions of blogs and message boards
worldwide, consumers are tracking companies’
and brands’ every move and reporting them to
the world via social media like never before.
Learn how to talk to the C-suite about the impact
social media can have on organizational reputation
and business outcomes.
Martin Murtland is vice president and managing
director of Dow Jones & Company. There, he’s
responsible for products and services for public
relations and corporate communications
professionals, including media monitoring,
media contact management, research and
media analysis tools.
>>
PR at a Hot Startup
Go Behind the Scenes at Buddy Media,
Foursquare, Etsy and Zynga
Find out what it’s like in the public relations
trenches at Buddy Media, Foursquare, Etsy and
Zynga. In this session, veteran public relations/
digital and social media strategist Peter Himler
moderates a panel featuring the in-house public
relations reps for four of today’s hottest startups.
Peter Himler is principal and founder of Flatiron
Communications LLC, a public relations/media
consulting firm that helps organizations capitalize
on the latest advances in traditional and digital
communications.
Joe Ciarallo is vice president of communications
at Buddy Media.
Adam Isserlis is director of corporate
communications at Zynga.
Adam Brown is public relations manager at Etsy.
Erin Gleason is public relations manager at
Foursquare.
5:15–7:30 p.m.
Tweetup
Tuesday, April 3
8–9 a.m.
Exhibitor Breakfast
& Registration
9–10 a.m.
Keynote
Get More From Google+
Best Practices for Engagement
Learn about the foundational elements of
Google+ and best practices for engagement.
Take a look at Google+ pages, the platform
elements that support them, and your identity
across the Web. See examples of successful
engagement strategies.
Timothy Jordan is a developer advocate at
Google. There, he works with publishers and
media companies to help them get the most out
of the Google+ platform.
10–10:15 a.m.
Break/Coffee
10:15–11:15 a.m.
Breakout Sessions
Who’s Managing
Your Social Media Initiatives?
The Person, Not the Position, Determines the
Success of Your Program
Many social media initiatives fail — not because
of technology or policy, but because of people. In

this program, you’ll learn how to find the right
person to manage your organization’s social
media initiative — not by judging formal titles,
but by evaluating the individual.
Steve Radick is lead associate with Booz Allen
Hamilton. There, he helps lead the digital strategy
and social media practice. Radick also serves on
the advisory board for SmartBrief on Social Media.
You May Already Have Won
How to Run a Winning Online Contest
Online contests can help you enhance brand
awareness, increase your social media following
and stand out in a crowded channel. In this
program, you’ll learn best practices, and tools
and technologies for successfully building,
executing and promoting online contests.
Sandra Fathi is president and founder of Affect,
a public relations, marketing and social media
firm.
Ben Pickering is CEO of Strutta, an interactive
promotions company that helps businesses
manage online contests.
3D Bubble Mania
Combine Traditional, Social and Mobile
PR Outreach
Go behind the scenes in creating a viral video
for Sprint’s HTC EVO 3D phone, which allows
for glasses-free 3D viewing. Find out how
communicators created shareable content
that influenced bloggers, traditional media,
customers and employees.
Kathleen Dunleavy is senior communications
manager for Sprint. There, she manages
communications outreach for 4G and network
advancements, and serves as the primary local
spokesperson for Sprint.
11:15–11:30 a.m.
Break
11:30 a.m.–12:30 p.m.
Breakout Sessions
Stay on the Right Side
of Copyright & Trademark Law
Learn to Protect Yourself in the Digital Age
Do you know when it’s safe to use a photo taken
from the Internet for a blog post or advertisement?
To use popular music behind a video? To embed
a video into your website? If not, you can learn
the basics of online copyright and trademark law
in this session.
Ashley Packard is a professor of communication
and digital media studies at the University of
Houston – Clear Lake. There, she chairs the
communication program and teaches in the
digital media studies graduate program.
>>
SNCR Presentation
How Technology and Social Media
Are Changing Health Care
Mobilize Online Communities to Create Social
Change & Modernize Medicine
Social media is revolutionizing medicine. Technology
is changing how we communicate with our health
care providers, medical insurers and patient
advocacy groups. Find out how.
Heang Tan is project manager and editor for
Health Justice CT, a project of the Society for
New Communications Research (SNCR).
Jean-Luc (“JL”) Neptune is senior vice
president at Health 2.0.
Alexandra Drane is founder, chief visionary
officer and chair of the board, Eliza Corporation.
Another Social Network?
How to Avoid Social Media Fatigue
From Plurk to Plaxo, from Unthink to WAYN, each
time a new social network emerges, consumers
get more exhausted and visit social sites less
often. In this session, you’ll learn how to combat
social media fatigue and even turn it to your
competitive advantage.
Evan Kraus is executive vice president and
director of APCO Online®, APCO Worldwide, a
group that helps clients use online channels to
shape their reputations and influence issues.
12:30–1:30 p.m.
Lunch
1:30–2:30 p.m.
Luncheon Keynote
Socialize the Organization
Use Social Media to Strategically Connect
Employees to Customers
How can you tie every aspect of your social
media communications to the strategic direction
of your organization? In this session, you’ll learn
how to scale social media to operate effectively
on the real-time Web, and to support key employees
to become your organization’s ambassadors.
Richard Binhammer is director of social media
and community at Dell. There, he was an early
adopter of Twitter and Facebook, and continues
to be active in Dell’s social media outreach.
2:30–3:30 p.m.
Breakout Sessions
PR & Wikipedia
From Contention to Cooperation
It’s the first place your audience members go when
they need to look something up: Wikipedia is one of
the world’s largest reference websites, attracting
400 million unique visitors monthly. In this session,
you will get a 360-degree view of where public relations
>>
and Wikipedia intersect. Learn how the public relations
industry and Wikipedia are now exploring a spirit
of cooperation. Find out how to work with the
Wikipedia community to serve the public interest
of objectively accurate entries.
Phil Gomes is senior vice president at Edelman
Digital.
Dave Coustan is vice president of content
strategy and planning at Voce Communications.
John Cass, SNCR fellow, is the marketing
director of Newlogic Inc., and author of the PR
Communications blog.
SNCR Presentation
Crashing the White House
Leveraging the Digital World for Change in
the “Real” World
It might be the next frontier for interactive media:
an intelligent return to the physical world. In this
session, you will hear how a group inside the
White House has launched a digitally powered
program to engage with Latin-American citizens
throughout the United States. A key component
of the program is a multi-city event series where
the White House will send officials to meet,
engage and work with local leaders on a wide
range of projects.
Giovanni Rodriguez, SNCR founding fellow, is a
senior member of the social-technology team at
Deloitte Consulting LLP, where he is helping to design
new services in the digital/social/mobile arena.
Manage Multiple Content Streams
Like Monster.com
How to Plan, Execute and Measure a Complex
Multichannel Social Media Program
Go behind the scenes at Monster.com to see how
it runs its social media program — from planning
to execution to measurement, and back again.
In this program, you’ll learn how to monitor and
contribute to conversations, decide what NOT to
measure and more.
Kathy O’Reilly is senior director of social media
relations at Monster Worldwide. She also spent
10 years at Lycos, where she directed public
relations, social media and corporate communications.
Doug Haslam is account services lead at Voce
Communications/Porter Novelli. There, he works
on social media programs for clients like Monster
Worldwide and CVS Caremark.
3:30–3:45 p.m.
Break
3:45–4:45 p.m.
Keynote
Internet of Things
SNCR Award-Winning Presentation
IBM was the recipient of the 2011 SNCR Award for
Organization of the Year for its use of social media
encouraging employee engagement and innovation,
and for the “Smarter Planet” initiative, which
utilizes the Internet of Things and the System of
Systems to build a better, more sustainable and
smarter world. Get insights on lessons learned
from the creation of these initiatives.
Speaker TBA

Register today!
Register at www.prsa.org/thedigitalimpact.
Follow the conversation on twitter.com/PRSADIconf or #PRSADIconf.
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Package One and Day Registration include sessions, breakfast and lunch.
Society for New Communications Research (SNCR) and Global Alliance members qualify for the PRSA member rate.
Cancellation/Refund Policy: Refund of The PRSA 2012 Digital Impact Conference registration fee, less an administrative fee of $200, will be made if written notice of cancellation is postmarked no later than March 10, 2012.
Registrants whose cancellation requests are postmarked after March 10, 2012, will NOT be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to The PRSA 2012 Digital Impact
Conference, 411 Lafayette St., Suite 201, New York, NY 10003, Attn: The PRSA 2012 Digital Impact Conference Registration, or by fax at (212) 460-5460. Substitute attendees will be permitted (with appropriate documentation
and fee adjustment). All registration forms must be complete in order to be processed. REGISTRATIONS RECEIVED WITHOUT PAYMENT WILL NOT BE PROCESSED.
Speakers, sessions and other conference events are subject to change without notice.
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