project metal social media boot camp (introduction & overview)
DESCRIPTION
Project Metal Social Media Boot Camp (July 19, 2010 - July 20, 2010)TRANSCRIPT
Social Media Boot Camp(San Francisco)
Introduction & OverviewContained is in this document is an overview of the Social Media Boot Camp. Included is an outline of topics that will be discussed, as well as basic background information on each topics’ respective presenter.
Social Media Boot Camp(San Francisco)
July 19th, 2010 - July 20th, 2010
Objective:
To provide social media experts within the brands the opportunity to share thinking and ideas about their own experiences of developing social media programs for clients but also to provide them with access to some of the leading thinkers in the social media space.
What Value Will People Come Away With?
Our aim is to make a large part of the content focused on the development of campaigns and ideas to take to clients using the shared experience within the group but also using the input of some external industry experts.
The specific takeaways will be:
A campaign concept developed for a specific client Tangible ways in which the PR teams can pitch for budgets outside of the PR department Ideas and best practices that can be adopted between the brands Intimate exposure to some of the leading social media thinkers in the world
When and Where?
Our aim is to run one Boot Camp per year with the first one being proposed for San Francisco.
Agenda Outline:
Sunday, July 18th, 2010 — Wednesday, July 21st, 2010
Sunday (July 18, 2010)
Arrive in the evening and check-into at guestroom at the Parc 55o (if utilizing hotel)
Monday (July 19, 2010)
Attend Boot Camp—Day 1 from 9:00 AM to 5:30 PMo We will be meeting in the BLANK Room on the BLANK floor of the hotel
Attendee Dinner at 54 Mint at 7:00 PM
Tuesday (July 20, 2010)
Attend Boot Camp—Day 2 from 9:00 AM to 5:30 PMo We will be meeting in the BLANK Room on the BLANK floor of the hotel
Wednesday (July 21, 2010)
Depart in the morning and check-out of the guestroom at the Parc 55o (if utilizing hotel)
Hotel Accommodations:
Parc 55 Wyndham55 Cyril Magnin Street(Market at Fifth)San Francisco, CA 94102Phone: 1 (800) 595-0507www.parc55hotel.com
@Parc55Hotel
http://www.facebook.com/Parc55Hotel
Meals Included:
Breakfast
Breakfast will be provided in the Fillmore Room on the 4th floor of the hotel from 8:00 AM to 9:00 AM on both mornings before the Boot Camp begins.
Lunch
Lunch will be served in the Fillmore Room on the 4th floor of the hotel on the both days of the Boot Camp. Lunch times will vary each day based on session times.
Dinner
Please join us and your fellow attendees for a special group dinner on Monday evening (Boot Camp — Day 1) at 54 Mint at 7:00 PM. The restaurant is located about one block from the restaurant in the Mint Plaza.
54 Mint16 Mint PlazaSan Francisco, CA 94103Phone: (415) 543-5100www.54mint.com
Project Metal Contact Information
For additional, last minute, or emergency questions, please contact us immediately.
Jason SharmaMarketing, Project [email protected]: (415) 593-8472Mobile: (510) 364-4010
David HargreavesHead of Project [email protected]: (415) 593-8442Mobile: (415) 260-7814
Session Summary for Social Media Boot Camp
The Opportunity for the PR IndustryTim Dyson, Next Fifteen
One of the biggest challenges for Next Fifteen as a group is to exploit the opportunity presented by the blurring of PR and Advertising disciplines. In this session Tim will outline the size of the opportunity and talk about how the brands can best use this as an opportunity to do very different types of work using different budgets within clients
Developing Digital StrategyDavid Hargreaves, Project Metal
To exploit the opportunity we need to think about how we engage with clients in discussions around digital strategy to avoid the pitfall of selling tactical, low value solution based on a single Facebook app or a single microsite. David gives his perspective on how we can try to elevate the conversation with brands.
Using Data to PlanNils Mork-Ulnes, Context-Analytics
The PR industry is traditionally very poor when it comes to using data to plan campaigns compared to the advertising industry. With the increasingly large amount of data available it is getting more important to use data to generate insights that are actionable. Context Analytics gives examples of where this has been done successfully.
A Glimpse of the FutureDavid Hargreaves, Project Metal; Matt Iliffe, Type3; Louis Gray, Paladin Advisors Group
Technology can now be used in ways never previously possible to create engagement between a brand and its target audience. This brief session aims to highlight some of the innovative ways in which brands are using technology which deepen a brands engagement with its customers
Brands as Curators and AggregatorsLouis Gray, Paladin Advisors Group
With the opportunity for brands to connect with their audiences directly and the importance of content as part of that engagement, there is a fundamental transformation underway whereby brands are transforming themselves into publishers as well as curators and aggregators of content. Not only has Louis Gray created a personal brand but he has applied the same thinking to establish other brands as experts and authorities in their market. Louise explains how.
Building and Creating Digital AssetsMatt Iliffe, Type3
Digital campaigns will often involve the creation of a digital asset whether that is a sophisticated social platform infrastructure or development of a single property which will then need to be activated in order to get people to go to it. For the first time PR people need to understand how you create digital properties and concepts that engage people. This session aims to explain how to go about creating campaigns that maximize digital assets that sit at the heart of a campaign.
Where PR and SEO MeetJudith Lewis, Project Metal
SEO is often viewed as a dark art and yet much of what PR agencies already do is SEO but they just don’t talk about it in those terms. This session will cover a systematic approach to incorporating SEO both into existing campaigns but also how you can use SEO to make the case for additional budgets for content and outreach.
A Client PerspectiveMark Wilson, Sybase
Everything we have talked about so far is meaningless unless it is what clients want. Mark Wilson is considered a leading marketer in the B2B sector in Silicon Valley. He is embracing the shifts that are happening in the communications landscape. In this session, Mark will give his perspective on the shifts he sees happening in marketing, the importance of content, the challenges clients face in managing the internal changes this is driving and the opportunities and threats for PR agencies. It will also be an opportunity for you to ask questions that you might never normally ask of a client.
The Power of the YouTube PlatformRick Silvestrini, YouTube
YouTube is the world’s largest video platform and now the second largest search engine. We all know it as a place to post our videos but how should we be looking to exploit the platform more effectively to build successful campaigns. This session will talk about how you can use the platform to target specific audiences and share best practice for brands making the most of the platform.
Measuring ROIPerrin Donniger, Context-Analytics
The standard measure for the PR industry to date has been “coverage” at worst and share of voice at best. Now that the vast majority of the results of our campaigns are online, we can now begin to measure the real business impact of our work, particularly for brands that sell products and services online. This session will show an approach that can be used not just to measure the impact of campaigns on sales but which can then act as powerful input when it comes to planning the next campaign.
Agenda Details
Day 1
Timing Session Title Speaker9:00 AM – 9:30 AM Welcome and Introduction David Hargreaves9:30 AM – 10:30 AM The Opportunity for the PR Industry Tim Dyson10:30 AM – 10:45 AM Break10:45 AM – 11:30AM Developing a Digital Strategy David Hargreaves11:30 AM – 11:50 AM Power Best Practice #111:50 AM – 12:30 PM Review of Exercise Briefs12:00 PM – 1:00 PM A Glimpse of the Future Where Technology Meets Brands David Hargreaves
Matt Iliffe1:00 PM – 2:00 PM Lunch2:00 PM – 2:30 PM Trends in Silicon Valley Louis Gray2:30 PM – 4:00 PM Brands as Curators and Aggregators Louis Gray4:00 PM – 5:30 PM The Power of the YouTube Platform Rick Silvestrini
Wrap Up for the Day David Hargreaves
Day 2
Timing Session Title Speaker9:00 AM – 9:10 AM Introduction to the Day David Hargreaves9:10 AM – 9:30 AM Power Best Practice #29:30 AM – 10:30 AM Building and Creating Digital Assets Matt Iliffe10:30 AM – 10:45AM Break10:45AM – 12:15 PM Where PR and SEO Meet Judith Lewis12:15 PM – 1:00 PM Exercise Using Briefs1:00 PM – 2:00 PM Lunch2:00 PM – 3:00 PM A Client Perspective Mark Wilson3:00 PM – 3:15 PM Power Best Practice #33:15 PM – 3:45 PM Using Date to Plan David Hargreaves
Nils Mork-Ulnes3:45 PM – 4:30 PM Measuring ROI Perrin Doniger4:30 PM – 5:30 PM Exercise Using Briefs
Close David Hargreaves
Speakers
Tim DysonCEONext Fifteen
@timdyson Profile
Judith LewisSEO LeadProject Metal
@JudithLewis Profile
Nils Mork-UlnesVice PresidentContext-Analytics
@nilsmu Profile
Perrin DonigerResearch Manager, Digital MediaContext-Analytics
@PerrinD Profile
Rick SilvestriniProduct Marketing Manager—MonetizationYouTube
@therickernyc Profile
David HargreavesHead ofProject Metal
@davidhargreaves Profile
Matt IliffeCreative Director and FounderType3
@mattiliffe Profile
Louis GrayManaging Director—New MediaPaladin Advisors Group
@louisgray Profile
Mark WilsonVice President, Corporate MarketingSybase
Unknown Profile
Attendees
Bite Communications NA
Kelley VendelandAccount CoordinatorNew [email protected]
Matt BasfordSenior Account ExecutiveNew [email protected]
Lacey HainesSenior Account ExecutiveSan [email protected]
Ben WhiteSenior Account ExecutiveSan [email protected]
Monica RoddeyAccount [email protected]
Bite Communications UK
Daniel SandsDigital and Broadcast [email protected]
Lexis PR
Will HillCreative Director/Head of Creative [email protected]
M Booth
Josh RosenbergSenior Vice Presidentand Director FirstWord DigitalNew [email protected]
Maria RinklinDigital (Social) Media SpecialistNew [email protected]
Text 100 APAC
Jeremy WoolfSenior Vice PresidentHong [email protected]
Simon FitzgeraldSenior Account Manager [email protected]
Text 100 EMEA
Lance ConcannonUK Social Media [email protected]
Text 100 NA
Melissa ChanslorSenior Account Managerand West Coast Social Media LeadSan [email protected]
