Project Metal Social Media Boot Camp (July 19, 2010 - July 20, 2010)

1. Social Media Boot Camp<br />(San Francisco)<br />Introduction & Overview<br />Contained 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.<br />Social Media Boot Camp<br />(San Francisco)<br />July 19th, 2010 - July 20th, 2010<br />Objective:<br />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. <br />What Value Will People Come Away With?<br />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.<br />The specific takeaways will be:<br />A campaign concept developed for a specific client<br />Tangible ways in which the PR teams can pitch for budgets outside of the PR department<br />Ideas and best practices that can be adopted between the brands<br />Intimate exposure to some of the leading social media thinkers in the world<br />When and Where? <br />Our aim is to run one Boot Camp per year with the first one being proposed for San Francisco.<br />Agenda Outline:<br />Sunday, July 18th, 2010 — Wednesday, July 21st, 2010<br />Sunday (July 18, 2010)<br />Arrive in the evening and check-into at guestroom at the Parc 55<br />(if utilizing hotel)<br />Monday (July 19, 2010)<br />Attend Boot Camp—Day 1 from 9:00 AM to 5:30 PM<br />We will be meeting in the BLANK Room on the BLANK floor of the hotel<br />Attendee Dinner at 54 Mint at 7:00 PM<br />Tuesday (July 20, 2010)<br />Attend Boot Camp—Day 2 from 9:00 AM to 5:30 PM<br />We will be meeting in the BLANK Room on the BLANK floor of the hotel<br />Wednesday (July 21, 2010)<br />Depart in the morning and check-out of the guestroom at the Parc 55<br />(if utilizing hotel)<br />Hotel Accommodations:<br />71508681413Parc 55 Wyndham<br />55 Cyril Magnin Street<br />(Market at Fifth)<br />San Francisco, CA 94102<br />Phone: 1 (800) 595-0507<br />www.parc55hotel.com<br />270510038100266131320178<br /> @Parc55Hotel<br />271462587630266131334025<br /> http://www.facebook.com/Parc55Hotel <br />Meals Included:<br />Breakfast<br />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. <br />Lunch<br />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.<br />Dinner<br />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.<br />1836338-5096<br />54 Mint<br />16 Mint Plaza<br />San Francisco, CA 94103<br />Phone: (415) 543-5100<br />www.54mint.com<br />Project Metal Contact Information<br />For additional, last minute, or emergency questions, please contact us immediately.<br />Jason Sharma<br />Marketing, Project Metal<br />jason.sharma@projectmetal.com<br />Office: (415) 593-8472<br />Mobile: (510) 364-4010<br />David Hargreaves<br />Head of Project Metal<br />david.hargreaves@projectmetal.com<br />Office: (415) 593-8442<br />Mobile: (415) 260-7814<br />Session Summary for Social Media Boot Camp<br />The Opportunity for the PR Industry<br />Tim Dyson, Next Fifteen<br />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<br />Developing Digital Strategy<br />David Hargreaves, Project Metal<br />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.<br />Using Data to Plan<br />Nils Mork-Ulnes, Context-Analytics<br />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.<br />A Glimpse of the Future<br />David Hargreaves, Project Metal; Matt Iliffe, Type3; Louis Gray, Paladin Advisors Group<br />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<br />Brands as Curators and Aggregators<br />Louis Gray, Paladin Advisors Group<br />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.<br />Building and Creating Digital Assets<br />Matt Iliffe, Type3<br />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.<br />Where PR and SEO Meet<br />Judith Lewis, Project Metal<br />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.<br />A Client Perspective<br />Mark Wilson, Sybase<br />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.<br />The Power of the YouTube Platform<br />Rick Silvestrini, YouTube<br />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. <br />Measuring ROI<br />Perrin Donniger, Context-Analytics<br />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.<br />Agenda Details<br />Day 1<br />TimingSession TitleSpeaker9:00 AM – 9:30 AMWelcome and IntroductionDavid Hargreaves9:30 AM – 10:30 AMThe Opportunity for the PR IndustryTim Dyson10:30 AM – 10:45 AMBreak10:45 AM – 11:30AM Developing a Digital StrategyDavid Hargreaves11:30 AM – 11:50 AMPower Best Practice #111:50 AM – 12:30 PMReview of Exercise Briefs12:00 PM – 1:00 PMA Glimpse of the Future Where Technology Meets BrandsDavid HargreavesMatt Iliffe1:00 PM – 2:00 PMLunch2:00 PM – 2:30 PMTrends in Silicon ValleyLouis Gray2:30 PM – 4:00 PMBrands as Curators and AggregatorsLouis Gray4:00 PM – 5:30 PMThe Power of the YouTube PlatformRick SilvestriniWrap Up for the DayDavid Hargreaves<br />Day 2<br />TimingSession TitleSpeaker9:00 AM – 9:10 AMIntroduction to the DayDavid Hargreaves9:10 AM – 9:30 AMPower Best Practice #29:30 AM – 10:30 AMBuilding and Creating Digital AssetsMatt Iliffe10:30 AM – 10:45AMBreak10:45AM – 12:15 PM Where PR and SEO MeetJudith Lewis12:15 PM – 1:00 PMExercise Using Briefs1:00 PM – 2:00 PMLunch2:00 PM – 3:00 PMA Client PerspectiveMark Wilson3:00 PM – 3:15 PMPower Best Practice #33:15 PM – 3:45 PMUsing Date to PlanDavid HargreavesNils Mork-Ulnes3:45 PM – 4:30 PMMeasuring ROI Perrin Doniger4:30 PM – 5:30 PMExercise Using BriefsCloseDavid Hargreaves<br />Speakers<br />Tim Dyson<br />CEO<br />Next Fifteen<br /> @timdyson Profile<br />Judith Lewis<br />SEO Lead<br />Project Metal<br /> @JudithLewis Profile<br />Nils Mork-Ulnes<br />Vice President<br />Context-Analytics<br /> @nilsmu Profile<br />Perrin Doniger<br />Research Manager, Digital Media<br />Context-Analytics<br /> @PerrinD Profile<br />Rick Silvestrini<br />Product Marketing Manager—Monetization<br />YouTube<br /> @therickernyc Profile<br />David Hargreaves<br />Head of<br />Project Metal<br /> @davidhargreaves Profile<br />Matt Iliffe<br />Creative Director and Founder<br />Type3 <br /> @mattiliffe Profile<br />Louis Gray<br />Managing Director—New Media<br />Paladin Advisors Group<br /> @louisgray Profile<br />Mark Wilson<br />Vice President, Corporate Marketing<br />Sybase<br /> Unknown Profile<br />Attendees<br />Bite Communications NA<br />Kelley Vendeland<br />Account Coordinator<br />New York<br />kelley.vendeland@bitecommunications.com<br />Matt Basford<br />Senior Account Executive<br />New York<br />matt.basford@bitecommunications.com<br />Lacey Haines<br />Senior Account Executive<br />San Francisco<br />lacey.haines@bitecommunications.com<br />Ben White<br />Senior Account Executive<br />San Francisco<br />ben.white@bitecommunications.com<br />Monica Roddey<br />Account Manager<br />Toronto<br />monica.roddey@bitecommunications.com<br />Bite Communications UK<br />Daniel Sands<br />Digital and Broadcast Specialist<br />UK<br />dan.sands@bitecommunications.com<br />Lexis PR<br />Will Hill<br />Creative Director/Head of Creative Services<br />London<br />whill@lexispr.com<br />M Booth<br />Josh Rosenberg<br />Senior Vice President<br />and Director FirstWord Digital<br />New York<br />joshr@mbooth.com<br />Maria Rinklin<br />Digital (Social) Media Specialist<br />New York<br />mariar@mbooth.com<br />Text 100 APAC<br />Jeremy Woolf<br />Senior Vice President<br />Hong Kong<br />jeremy.woolf@text100.com.hk<br />Simon Fitzgerald<br />Senior Account Manager <br />Sydney<br />simon.fitzgerald@text100.com.au<br />Text 100 EMEA<br />Lance Concannon<br />UK Social Media Lead<br />London<br />lance.concannon@text100.co.uk<br />Text 100 NA<br />Melissa Chanslor<br />Senior Account Manager<br />and West Coast Social Media Lead<br />San Francisco<br />melissac@text100.com<br />