Tuesday, October 2 | Grand Hyatt New York 

8:30 - 9 a.m. The Nuts & Bolts of Social Media Measurement

As social media usage continues to grow, so does the need to prove the value of your efforts. With numerous platforms, metrics and new standards, social media measurement can be difficult to navigate for even the most experienced PR pro. In this opening session, measurement experts provide an explanation of measurement terminology and discuss newly issued social media measurement standards and key metrics needed to build a comprehensive measurement program.

In this session, you’ll learn how to:

• Differentiate between ROI and KPIs
• Develop a multi-tool social media listening strategy
• Differentiate between measurement strategies and tactics, and between objectives and goals
• Integrate the latest social media measurement industry standards into your measurement program
• Navigate the tools (both free and paid) used to measure share of voice, influencer identification, engagement and brand reputation

  9:00 - 9:45 a.m Prove PR’s Value With Metrics That Matter to Your Organization

Whether you are reviewing your weekly social media activity or creating a quarterly report for clients, the need to generate the most meaningful metrics and present them in a clear, compelling way can't be overstated. But no two organizations are the same. In this session, we’ll show you how to develop a measurement strategy that ties your social media programs to your organization’s goals. Learn which metrics resonate the most with key stakeholders; how to set KPIs for social media; and how to create an integrated dashboard that effectively communicates PR’s value to the organization.

In this session, you’ll learn how to:

• Align your social media strategy with your organization’s business objectives      
• Establish appropriate key performance indicators for social media communications
• Determine which metrics and measurement terms will resonate best within your organization
• Create a measurement dashboard that successfully integrates traditional with social media metrics

  9:45 - 10:15 a.m. Boost Your Facebook Engagement With Meaningful Metrics

Facebook Insights and other metrics tools can help solve many social media mysteries, such as how users are interacting with your brand page, which Facebook posts are most successful and which types of content generate the most engagement. This in-depth look at Facebook metrics will help you drive your social content strategy and grow your Facebook community.
 
In this session you’ll learn how to:

• Extract fan demographic information, including location, age and gender
• Measure audience reach and engagement of each post
• Examine the popularity or virality of posts and shares
• Analyze page views and posts
• Extend your social reach and find new audiences
• Measure the success of Facebook ads
• Interpret Insights data and adjust your content strategy accordingly

10:15 - 10:30 a.m.  Networking Break

10:30 - 11:15 a.m. Measure Your Success on Twitter and Tie It to Organizational Goals

In the six years since its launch, Twitter has matured beyond trivial chatter to an established social information channel. But most tweets don’t survive past the first hour of tweeting, so making the most of each tweet—and measuring its impact on the bottom line—is key. We’ll show you how to define Twitter objectives and establish key performance indicators, determine the value of followers and retweets and measure conversations and engagement. Learn measurement tactics that will enable you to clearly report the success of your Twitter strategies and draw a connection to your organization’s goals.

In this session, you’ll learn how to:

• Define and analyze key performance indicators
• Measure followers, mentions, retweets, replies and direct messages
• Measure the ROI of the number of followers versus influence
• Analyze the reach of your tweets
• Compare inbound site traffic from Twitter click-throughs to traffic from Web search
• Evaluate the success of promoted accounts and tweets
• Tie Twitter initiatives to organizational goals
• Use HootSuite and other free tools to keep your Twitter strategy on track

11:15 - Noon Master Class in Google Analytics
An integral part of any smart PR pro’s digital measurement arsenal, Google Analytics is an effective—and free—tool that is constantly evolving. In this session you’ll learn how to measure specific campaigns, integrate AdWords with analytics and create integrated, custom dashboards to monitor your results. You’re probably already using this powerful tool to keep your digital/social strategy on track—now it’s time to become a master user of Google Analytics.
 
In this session, you’ll learn how to:

• Determine which keyword search terms are driving Web traffic
• Integrate AdWords with analytics
• Create custom dashboards
• Optimize ads to make the most of your spend
• Create an analytics report
• Effectively track mobile campaigns
• Analyze traffic sources and adjust your strategy accordingly

  Noon - 12:30 p.m. Picture Perfect: Measure the Power and Influence of Your Video Content

The Web—and especially the mobile Web—is getting more visual by the day. And nearly every digital PR strategist recommends integrating video into all social media platforms. But creating videos can be a drain on resources, even if the technology itself is inexpensive. We’ll show you how to measure engagement with your videos and use those metrics to refine your strategy and ultimately prove the value of your video initiatives.
 
In this session, you’ll learn how to:

• Establish benchmarks for key metrics including views, audience retention and engagement
• Analyze viewer demographics including age, gender and location
• Evaluate traffic sources from YouTube, mobile apps and social networks
• Analyze length of views and time spent to measure community engagement
• Measure the ROI of your video efforts with YouTube Insights

12:30 - 2:00 p.m. Luncheon and "Birds of a Feather" Roundtable Discussions 

Birds of a Feather: For our luncheon break, we'll designate a topic of discussion for each table, offering you the opportunity to share ideas with your peers and focus on one area of social media and measurement. 

Keynote Presentation: Your Role in the Era of Social Influence Marketing

Mark Schaefer, author, Return on Influence

We are on the cusp of a marketing revolution—and it’s being led by you, according to our luncheon keynote speaker Mark Schaefer. A marketing faculty member of Rutgers University, consultant and author, Schaefer literally wrote the book on the hot new business trend of social influence marketing. In this presentation, he’ll look at the underlying trends that have created the era of “Citizen Influencers,” new case studies of how social influence measures are being put to practical use and how you and your company can find your own “Return On Influence.”

2:00 - 2:45 p.m. Interactive Crisis Clinic: How to Measure Your Brand Reputation During and After a Crisis

Work in small groups with your fellow conference attendees as you immerse yourself in a mock crisis that threatens the reputation of an organization. Our workshop leader will define the crisis and begin his stopwatch—then it will be your team's job to create a strategy that will measure the impact of the developing crisis in real time and point the way toward an appropriate response. Team leaders will share their strategies with all attendees, and our workshop leader will analyze the results to create a set of best practices.

In this session, you'll learn how to:

• Determine the strengths and weaknesses of your crisis communications strategy
• Track and analyze traditional and social media mentions, including impressions, reach and Web site traffic
• Measure the reputation of your CEO and other senior leaders
• Monitor social media channels for viral messages that may harm your organization's reputation, and respond accordingly
• Leverage social media platforms including Facebook, Twitter, LinkedIn and blogs, to manage—and save—your organization's reputation
• Rebuild confidence among key stakeholders following a crisis

  3:00 - 3:30 p.m. Measure Your Media Relations Efforts on Social Networks

Journalists and bloggers may say that they still prefer to hear from PR pros via e-mail, but they’ll also tell you that they are spending more and more of their time on Twitter, Facebook, LinkedIn, Pinterest and blogs. We’ll show you how to create a measurement strategy to prove the value of your outreach and trust-building efforts across social media channels.

You'll learn how to:

• Create measurable objectives for your outreach to journalists and bloggers on social channels
• Link media relations to business objectives, including increased sales, improved reputation or customer satisfaction
• Connect your interactions with journalists and bloggers on Twitter and LinkedIn to real-world results
• Conduct content analysis to measure messaging, sentiment and positioning

  3:30 - 4:15 p.m. Tie Social Media to Sales and Business Outcomes

Organizations such as Juniper Networks and charity: water have paved the way in integrating social media into the fabric of their organizations. But, more importantly, their social media initiatives are inextricably linked to brand affinity and, ultimately, sales and fundraising. At this session you’ll learn how brands and nonprofits are using Twitter, Facebook, Pinterest and other platforms to move the business needle—and also how they are generating the metrics they need to prove that connection.

In this session, you'll learn how to:

• Establish benchmarks that tie social media to sales or donations
• Measure and track the influence of blogs, Twitter, Facebook and LinkedIn on buying decisions and similar actions
• Track and measure the impact of word-of-mouth on sales or donation initiatives
• Report the results of an integrated, sales-oriented social media campaign

4:15 - 4:40 p.m. Closing Keynote Presentation: Using Social Media to Present the Public to the Brand

Author, blogger and journalism educator Jeff Jarvis throws down the gauntlet and challenges PR pros and marketers to loosen their grip on their brands and initiate "reverse PR." Jarvis, author of Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live, will talk about how social media can reverse the role of PR and present the public to the brand.

4:40 - 5:00 p.m. Networking Reception

Join us for cocktails and hors d’oeuvres to cap off a great day of learning and networking. Pick up your attendance certificate, exchange the last round of business cards and mark your day at the Grand Hyatt New York as an expert in social media measurement!