PDF Document - Public Relations Society of America

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.