Wednesday, Feb. 21

8:30–9:20 a.m.

“How? Now. Wow!” The formula that can superpower your content ROI 

Do you feel overwhelmed by demands to produce better content—and more of it? What if you could learn an inspiring method of increasing the quality of your content while also increasing reach and results? Hear how the magic of an analytics-friendly “How? Now. Wow!” editorial architecture can reinvigorate your content and reignite ROI. You’ll also learn how to build a content program that achieves measurable results every step of the way—and how to track those metrics across paid, earned and owned media.

You’ll learn:

  • The truth about data: Why it’s a cure and not a curse for creativity
  • A process to create measurable “How? Now. Wow!” content:
    • How? Search-optimized educational content
    • Now. Media-worthy news content
    • Wow! Viral content that hits emotional hot buttons
  • How to track success for each of these content types across all touch points
  • Content and measurement lessons from real “How? Now. Wow!” programs, including the “Workplace Happiness Index” and the “Monster 100”
  • Cool new ideas for content that converts
Senior director of marketing and managing editor of content
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9:30–10:20 a.m.

Cracking the ROI code: How to measure PR and media relations impact

The pressure is on. Bosses now demand greater accountability—and savvy managers are no longer “impressed” by impressions. Instead, they demand metrics showing how your efforts increase leads, drive sales, boost website traffic, generate customer wins and more. Join to learn how to measure the impact of your PR and media relations successes beyond traditional hits or “buzz.” You’ll discover the latest techniques for tying coverage, share of voice and visibility to the bottom line—and how to design a program that moves the needle every time.

You’ll learn:

  • How to win the ROI argument when budget is on the line
  • Why AVE and other metrics fall short—and how to replace them
  • A formula for connecting media coverage to the bottom line
  • Dashboard templates and techniques for presenting key KPIs
  • How to use your data to repeat successes and shape new strategies
10:30–11:20 a.m.

Stop measuring internal communications. Focus instead on employee activation

How many people read last week’s intranet article? Did you generate awareness about open enrollment? Has the CEO’s strategy video gone viral on Yammer yet? Wait. Who cares?! Measuring employee communications as though you’re a publisher selling advertising is a mug’s game. So stop counting clicks and refocus your energy on the observable behaviors that propel your business rather than generating nebulous non-outcomes like awareness.

You’ll learn:

  • Strategic planning—why it’s essential to meaningful measurement
  • Why the term “internal communications” is long overdue for retirement
  • Fundamental differences between performance and improvement metrics
  • Digital drivers challenging asymmetries of power between employers and employees—and how professional communicators must change their tune
  • Easy-to-implement, killer employee activation tactics for driving measurable improvements—and how to use your communications channels to drive recruitment outcomes
Global head of employee and innovation communications
Bloomberg LP
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11:30 a.m.–12:20 p.m.

Soar with social media’s least understood analytics: Watch ROI take off on Facebook Live, Snapchat and Instagram

Communicators are inundated with metrics that give a snapshot of their successes or failures on the leading social media channels. Capturing KPIs and translating them to organizational goals on livestreaming platforms like Snapchat, Facebook Live and Instagram still remains a bit of a mystery, making it especially challenging to get execs behind live video. Join this session to hear how Southwest Airlines has successfully implemented live video under reputational and operational pillars. You’ll learn how you should incorporate livestreaming into your social business strategy—and which livestreaming metrics you should be tracking today.

You’ll learn:

  • What live video is and isn’t—and how to know if it’s for you
  • What analytics say about where to budget: Snapchat, FB Live or Instagram?
  • Operational versus reputational—where and how to allocate live video efforts
  • How Southwest uses livestreaming to inform and connect
  • How the customer drives the live video storyboarding process
Social business specialist
Southwest Airlines
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12:30–1:30 p.m.

Networking lunch

(provided on site)

1:30–2:20 p.m.

What’s next for measurement: How to convert in the age of chatbots and AI

Engagement on public social networks is plummeting. People are migrating instead to more private platforms like Instagram, Snapchat and messaging apps like Facebook Messenger, WhatsApp and WeChat. That means your job and the metrics you use to track success are on the brink of radical change. Join this insightful session to get ahead of the curve and transform your results in 2018. You’ll learn how to build a measurable chatbot strategy while also creating content that converts on today’s leading platforms.

You’ll learn:

  • Why WhatsApp and Messenger are critical to building loyalty—and how to track it
  • Key measurement, research and surveying benefits of messaging chatbots
  • How AI will change the metrics, analytics and job functions of all communicators
  • Step-by-step demo: How communicators can build a chatbot in two minutes or less
  • The ROI question: How to create content that converts on Instagram and Snapchat
  • Case studies: How other brands track and report social media storytelling results
Former head of global social media
BMC Software, LinkedIn
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2:30–3:20 p.m.

Seeing is believing: Share results and insights with powerful data visualizations

“Big Data 2.0” is here, but communicators can feel adrift in a sea of numbers. It’s becoming increasingly difficult to sort through metrics—and to parse out those that execs need to see. What’s more, it’s equally challenging to present KPIs and analyses in ways that help leadership make decisions. Learn new, inspiring data visualization techniques that will make your data more consumable to execs. You’ll discover how tools like Tableau can help you create visually appealing dashboards that inform, engage and even excite management about your results and successes.

You’ll learn:

  • Why digital intelligence must be part of your measurement strategy
  • How visuals help teams analyze and understand “big data”
  • Standards and guidelines for your data visualizations
  • How to use new tools like Tableau in your everyday reporting
  • Techniques for using visuals to secure budget
  • Examples and case studies: Data visualizations to borrow
Head of digital analytics
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3:30–3:50 p.m.

Networking break + lightning talk

For event information, contact Customer Service 800.878.5331, or