prssa regional conference program

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PRSSA 2011 Regional Conference April 8-9 | Bloomington, IN GET SOCIAL A Blueprint for Social Media Strategy

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PRSSA 2011 Regional ConferenceApril 8-9 | Bloomington, IN

GET SOCIAL

A Blueprint for Social Media Strategy

Conference Schedule at a Glance

Friday, April 8

Registration and HospitalityKeynote Address: It’s About Social, Not Media #GetSocial4Japan Tweet Drive

Saturday, April 9

Registration, Hospitality, Continental BreakfastKeynote Address: Stinking Thrategically: How To Start Your Communications Career Ahead of the Curve Development Session IBreakout Session ILunch, Exhibits, NetworkingSocial Media Hot Topics PanelDevelopment Session IIBreakout Session II

Networking Dinner*

Keynote Address: Directing The Social Change Whirlwind From The Inside…How To Manage Change While It’s Happening*

*Full conference registration required

5 p.m. - 7 p.m.7 p.m. - 8:15 p.m.

8:30 p.m. - 10 p.m.

7 a.m. - 8 a.m. 8 a.m. - 8:45 a.m.

9 a.m. - 10:15 a.m.

10:30 a.m. - 11:30 a.m.11:45 a.m. - 12:45 p.m.

1 p.m. - 1:45 p.m.2 p.m. - 3:15 p.m.

3:30 p.m. - 4:30 p.m.

7 p.m. - 8 p.m.8 p.m. - 8:45 p.m.

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General Information

VenuesAll regular conference sessions will be held at the Kelley School of Business. Attendees should enter through the Tenth Street entrance.

Kelley School of Business1309 E. Tenth StreetBloomington, IN 47405

#GetSocial4Japan Tweet DriveIndiana Memorial Union Back Alley900 E. Seventh Street

Networking DinnerMemorial Stadium, Hoosier Room1479 E. 17th Street

ParkingA parking garage is located at the corner of 11th Street and Fee Lane, that is free during the week-end. Attendees can park at gate E9 at Memorial Stadium during the Networking Dinner.

Getting Around BloomingtonBusThe IU Campus Bus Service runs many routes through campus at no cost to passengers. Bloom-ington Transit also runs several routes through cam-pus and the City of Bloomington for a nominal fee.www.iubus.indiana.eduwww.bloomingtontransit.com

TaxiYellow Cab Company, (812) 339-9744

WalkingMost buildings on campus are within a 10-25 min-ute walk of each other and downtown Bloomington.

WardrobeFriday Casual attire is permitted and jeans are acceptable. Keep in mind you may bowl during the #GetSo-cial4Japan Tweet Drive at the Back Alley Bowling Lanes.

SaturdayAll sessions require business casual attire, which in-cludes blouses, suits, slacks, khakis and dresses.

InitiativesCommunity ServicePRSSA works to serve those in need. Public rela-tions entrepreneur Harrison Kratz, founder of in-ternational social media fundraiser, Tweet Drive, is hosting a #TweetDrive4Japan on Friday night to benefit Save the Children’s relief efforts in Japan. Af-ter making an online donation, each attendee that tweets their donation will be entered to win a prize.

DiversityWith the ever-changing population of America, it’s essential public relations practitioners communi-cate with diverse groups. Jessica Smith from We-ber Shandwick’s multi-cultural agency, The Axis Agency, will lead the breakout session, Ten Things to Know: Diverse Communities and Social Media.

High School OutreachAs part of our efforts to encourage diversity in public relations, we’re proud to host a high school track during the conference. This track will introduce high school students to public relations as a career op-tion through a breakout session, Q&A with college students and a tour of the IU School of Journalism.

Keynote AddressesFriday, 7 p.m. - 8:15 p.m.Kelley School of Business 219It’s About Social, Not Media Jay Baer, Founder, Convince & ConvertSocial media consultant Jay Baer will discuss how companies can succeed at the art of purposeful so-ciability. Social media lets businesses build a bridge to your heart, and your head, but only if they focus on being social, not on doing social media.

Saturday, 8 a.m. - 8:45 a.m.Kelley School of Business 219Stinking Thrategically: How to Start Your Communications Career Ahead of the CurveJason Falls, Founder, Social Media ExplorerDiving into a new career in communications is ex-citing and challenging. Social media strategist Ja-son Falls will discuss how to approach social media strategically and help you avoid the early career pit-falls suffered by young professionals who don’t.

Saturday, 1 p.m. - 1:45 p.m.Kelley School of Business 219Social Media Hot Topics Panel Michael Herman, PRSA Gold Anvil Recipient, Founder, Communication Sciences InternationalJay Baer, Founder, Convince & ConvertJason Falls, Founder, Social Media ExplorerPaula Berg, Digital Media Leader, Linhart PRKyle Lacy, Principal, MindFrameDuring this panel, attendees will have the oppor-tunity to ask questions on current social media trends, careers and anything in between.

Saturday, 8 p.m. - 8:45 p.m.Memorial Stadium, Hoosier RoomDirecting The Social Change Whirlwind From The Inside…How To Manage Change While It’s Happening Michael Herman, PRSA Gold Anvil Recipient, Founder, Communication Sciences InternationalFocusing on the impact of the whirlwind of change in our society and the role of public relations in man-aging that change. Michael Herman will place the changes in media, including social media, within the context of a number of other changes taking place, both in the profession and in society as a whole.

Development SessionsBoth development sessions occur twice on Satur-day. Attendees will attend one session in the morn-ing and the other in the afternoon.

Kelley School of Business 219Case Studies from the ProsPaula Berg, Digital Media Leader, Linhart PRKyle Lacy, Principal, MindFrameSocial media leaders will present their own case studies on how using strategic social media affect-ed their experiences in both the corporate and non-profit sectors.

Kelley School of Business 223Why Blogging and Tweeting Matter More Than Ever Mark Schaefer, CEO, Schaefer Marketing SolutionsLearn the “whys” of Twitter and blogging. Why does using Twitter make good sense? Why should you blog? Find the reasoning behind two of the biggest social media tools. Humor included.

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Breakout SessionsAll breakout sessions, other than high school ses-sions, occur twice on Saturday and at the same time. Attendees may choose which two sessions to attend.

Kelley School of Business 109Measurement & Marketing: Subscribers, Fans and Followers Dawn DeVirgilio, Product Marketing Manager, ExactTargetSocial isn’t a Silo! Learn how brands are achieving unparalleled success by using email, mobile, social media and the web together to create targeted rel-evant marketing.

Kelley School of Business 100Social Media: A Revolution in Search Jeremy Dearringer, Cofounder, Slingshot SEOLearn the synergies between social media and search engine optimization and a few tactics that the audience can implement for their own personal blogs, websites or employer sites.

Kelley School of Business 102Ten Things to Know: Diverse Communities & Social Media Jessica Smith, Senior Account Executive, Axis AgencyThis forum will explore what today’s communicator needs to know when developing social marketing programs aimed at diverse audiences.

Kelley School of Business 111Ethics in Strategic Social Media Planning Rodger Johnson, Counselor, Get Social PRIn this session, discuss what honor means to stake-holders and publics, why value is important and how building patterns promote value, engagement and relationship building between stakeholders and publics.

High School Breakout Session 10:30 a.m. - 11:30 a.m.Kelley School of Business 213Word of Mouth: Marketing on Steroids (A High School Workshop) Dennis Elliott, Faculty Advisor, PRSSAThis interactive workshop will provide high-school attendees with a no-holds barred opportunity for brainstorming innovative uses of social media mar-keting.

High School Special Session12:15 p.m. - 1:30 p.m.Kelley School of Business 213Collegiate Media Tour & Q&A Jake Wright, Editor-in-Chief. Indiana Daily StudentDuring this special session, high school students will receive a tour of the award-winning collegiate me-dia outlets at Indiana University. Students will have the opportunity to discuss their questions about so-cial media, college life and student media with staff members of the Indiana Daily Student.

#GetSocial4Japan Tweet DriveFriday 8:30 p.m. - 10 p.m.Hosted by Harrison Kratz Indiana Memorial Union Back Alley

Learn about using social media in events while bowling, playing trivia games and networking with attendees and Tweet Drive founder, Harri-son Kratz. Donate to the Japan relief efforts dur-ing the event to be entered in a contest.

Networking DinnerSaturday 7 p.m. - 8:45 p.m.Featuring Michael Herman, APRMemorial Stadium, Hoosier Room

Dine with conference speakers, students and pro-fessionals at this closing dinner with a keynote pre-sentation by Michael Herman, APR, Fellow PRSA.

* Full conference registration required

Conference Networking Events

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Speakers

Jay Baer @jaybaerJay is a tequila-loving, hype-free consultant cited in Fast Company Magazine as one of the three lead-ing social media advisers in Amer-ica. Baer has consulted for more

than 700 brands since 1994, and his clients have included 25 of the Fortune 100. His Convince & Convert blog is one of the world’s most popular marketing resources, and he’s the coauthor of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social.

Jason Falls @JasonFallsA native of Pikeville, KY, Jason owns Social Media Explorer, a so-cial media, public relations and marketing consultancy. On top of working with Fortune 100 brands,

leading national advertising interactive and social media efforts and independent consulting, Jason commands a highly successful Twitter presence and writes an AdAge Power 150 Marketing Blog.

Kyle Lacy @KyleplacyKyle, a principal at MindFrame, has quickly built a reputation for an in-depth understanding of the appli-cation of social and digital media for both small businesses and large

corporations. Kyle is the author of two books: Twit-ter Marketing for Dummies and Branding Yourself. He writes a regular blog KyleLacy.com that is fea-tured on the AdAge Power 150 Marketing blogs and the Wall Street Journal Online.

Paula Berg @paulabergPaula is a digital media leader at Linhart PR, located in Denver, Col-orado. A specialist in social me-dia strategy, integration and crisis management, Paula has worked

with the U.S. Senate, St. Jude Children’s Research Hospital and Southwest Airlines, successfully lever-aging social media to support company goals and meet customer expectations.

Mark Schaefer @markwschaeferExecutive Director of Schaefer Marketing Solutions, Mark is the author of the blog {grow}, an Ad-Age Power 150 Marketing blog, and has been quoted as a Twitter

expert by Forbes. At Schaefer Marketing Solutions, he serves as Chief Marketing Officer for small busi-nesses, providing marketing strategy, web devel-opment, SEO, social web strategy, email marketing and ecommerce.

Jessica Smith @AfAmMavenJessica is a senior account execu-tive at the Axis Agency, a boutique agency of Weber Shandwick. In this role, she manages multicultural needs for clients including Disney

Interactive Studios, RushCard, Royal Caribbean, Save-A-Lot, Chicago United, Kraft and MassMutu-al. Her experience includes launching successful media relations campaigns targeting African-Amer-ican media and campaign execution specifically within urban communities.

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Dawn DeVirgilio @dawndevirgilioDawn works at ExactTarget as the product marketing manager of so-cial media. ExactTarget allows com-

panies to connect with customers via email market-ing, mobile marketing, social media and dynamic sites and landing pages.

Jeremy Dearringer @PapaSlingshotJeremy is a cofounder and direc-tor of research and development at Slingshot SEO. Slingshot SEO provides the latest in search engine

optimization strategies to companies around the country. The company has worked with more than 80 clients including The Indianapolis Museum of Art, Finish Line and ChaCha.

Rodger Johnson @getsocialprRodger is the social PR principal at Get Social PR, helping organi-zations find their way with social media marketing. He is also the

academic director of the Speaker’s Lab at IUPUI, managing a team of mentors who coach students with speeches and presentations.

Dennis Elliott Dennis, a communications veteran with more than 20 years of experi-ence in the pharmaceutical industry, returned to his alma mater in 2007 to embark on a career of teaching

and research in the School of Journalism at IU. Pri-or to teaching, he was a leader of two continuing medical education companies developing programs for physicians and a writer, director and producer of video productions. His interest in social media has spawned a new course, Social Media Strategy: PR 2.0, and he’s faculty adviser to the Beth Wood Chapter of PRSSA at IU.

Harrison Kratz @KratzPRHarrison is an emerging entrepre-neur from Philadelphia and a ju-nior at Temple University. He is the founder of consulting firm, Kratz PR

and Holiday Tweet Drive, a social media driven toy drive hosted in 25 cities. Additionally, Harrison hosts a weekly podcast, #PRStudCast, is the creator of the online series, Engage TV and blogs for Under-30CEO. Harrison’s latest venture is the international #TweetDrive4Japan to raise money for Save the Children’s relief efforts.

Michael Herman, APR, S.A.G.E., Fellow PRSAWith over 40 years of public relations experience, Herman is one of the most respected voices in the industry. Founder of Communication Sciences Interna-tional, he is accredited APR by the Public Relations Society of America, named Strategic Advisor for Growth and Excellence by the PRSA Counselors Academy and recipient of the PRSA Gold Anvil for Lifetime Career Achievement in 2009.

The Beth Wood Chapter of PRSSA at IU thanks the generous sponsors that have made this conference possible.