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The PRSA 2011 Digital Impact Conference: "Building Knowledge, Skills and Value for the New Decade" features three tracks:
  • Track I: Strategies and Innovations for incorporating new ideas, trends and/or suggest future approaches and technologies for practitioners of all practices.
  • Track II: T3PR: Theory, Tactics & Technology for High-Tech Public Relations offers theory, tactics and technology for high-tech corporate and agency communications from the PRSA Technology Section.
  • Track III: Social Media and New Communications, hosted by the Society for New Communications Research (SNCR), features the latest research and best practices presented by the Society's Fellows and leading practitioners.
Check out our dynamic program below, which is currently being finalized and may be subject to change.

May 5


8–9 a.m.

Registration and Breakfast


9–10 a.m.

Opening Keynote

Technology Section Presentation: "Bing: Does the World Need Another Search Engine?"
Adam Sohn, senior director of public and influencer relations, Microsoft Corporation

10–10:15 a.m.

Coffee Break

10:1511:15 a.m.

Breakout Sessions: Set I

"Back Into Social CRM: Create Advocacy, Engagement and Lasting Relationships"
Maggie Fox, founder and CEO, Social Media Group
SNCR Research Presentation: "Social Media Adoption Trends"
Nora Ganim Barnes, Ph.D., SNCR senior fellow and research chair, chancellor professor of marketing and information systems, University of Massachusetts Dartmouth.
PRSA Technology Section Presentation: "Mobile Engagement for PR Pros: Connect With Customers on Their iPhones, Androids and Blackberrys"
David Berkowitz, senior director of emerging media and innovation, 360i
John C. Havens, SNCR fellow, 2010–2011, executive vice president of social media, Porter Novelli
Peter Himler, founding principal, Flatiron Communications LLC
John Puterbaugh, founder and CEO, Nellymoser Inc

11:1511:30 a.m.


11:30 a.m.12:30 p.m.

Breakout Sessions: Set II

"The Power of Influence: Find and Reach Key Influencers"
Heidi Sullivan, vice president of media research, Cision
PRSA Technology Section Presentation: "Brandjack: What Do You Do When Someone Hijacks the Conversation About Your Brand?"
Quentin Langley, a lecturer at London Metropolitan University; editor of BrandjackNews and author of “Brandjack!”

12:302 p.m.

Luncheon Keynote

"Social Marketing to the Business Customer: It's Time to Get Serious About B2B"
Paul Gillin, SNCR senior fellow, co-author of "Social Marketing to the Business Customer"
Eric Schwartzman, SNCR fellow, 2006–2007, co-author of "Social Marketing to the Business Customer"

23 p.m.

Breakout Sessions: Set III

"Read it! Grab it! Share it!: Optimize Content for Curators"
Rachelle Spero, director, Brunswick Group
SNCR Research Presentation: "The Social Business Maturity Model: Assessing Your Organization"
Vanessa DiMauro, SNCR senior fellow, CEO, Leader Networks
PRSA Technology Section Presentation: "Beyond Your Zappos Case Study: B2B Social Media Strategies for the Rest of Us"
Paul Furiga, president and CEO, WordWrite Communications LLC

33:15 p.m.


3:15–4:15 p.m.

Breakout Sessions: Set IV

SNCR Award-Winning Case Study: "Collaboration and Co-Creation: The Role of Community and Social Technology in Emergencies"
Gloria Huang, social media strategist, American Red Cross
PRSA Technology Section Presentation: "Chick Writ: Consumer Brands: Reach Women Buyers via Female Bloggers"
Holly Hamann, co-founder, BlogFrog
“Getting the Most Out of Your Social Media Efforts:  Understanding Analytics, Sentiment and Dashboards”
Jeff Cann, manager of accounts, Sysomos, a Marketwire Company

4:15–4:30 p.m.


4:305 p.m.

General Session I

"Wrap Up and Lessons Learned With Digital Impact Conference Co-Chairs"
Elizabeth Albrycht, SNCR founding fellow
Kevin Sangsland, APR, account director, Airfoil Public Relations
Eric Schwartzman, SNCR fellow, 2006–2007, co-author of "Social Marketing to the Business Customer"

Friday, May 6


8–8:30 a.m.



8:309:30 a.m.                

General Session II

"How Are Media and Journalism Evolving?: Insight From the 2011 SNCR/Middleberg Survey of Media in the Wired World"
Jen McClure, corporate social strategist, Thomson Reuters; SNCR Board President
Don Middleberg, SNCR senior fellow, CEO, Middleberg Communications

9:309:45 a.m.

Coffee Break


9:45–10:45 a.m.

Breakout Sessions: Set V

"PRofiting From the Personal-Branding Era: How to Convince the CEO to Encourage Personal Brands"
Ed Schipul, CEO and president, Schipul — The Web Marketing Company
SNCR Award-Winning Case Study: Measurements 201: How to Move Beyond Awareness" 
Joe Chernov, director of content, Eloqua                       

PRSA Technology Section Presentation: "microMARKETING: Get Big Results by Thinking Small"
Greg Verdino, consumer engagement strategy, Dachis Group, author of "microMARKETING"

10:4511 a.m.



11 a.m.Noon

Breakout Sessions: Set VI

"The Seven Cs of Social Media Measurement: How to Analyze the Value of Your Social Capital"
Alan Chumley, senior vice president, CARMA International
SNCR Research Presentation: "The Story With Online Video: Change Your Company's Narrative"
Kathy Klotz-Guest, SNCR founding fellow and board member
PRSA Technology Section Presentation: "Mobile Marketing: Extend Your Reach in the Digital Age"
Neel Sus, CEO and co-founder, Touch Studios
Jameson Quave, COO and co-founder, Touch Studios

Noon1:30 p.m.

Luncheon Keynote

"Google, News and Google News: Get a Backstage Pass"
Sean Carlson, manager of news industry relations, Google

1:30–2:30 p.m.

Breakout Sessions: Set VII

SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management"
Shashi Bellakomda, social media swami, Network Solutions
Susan Wade, director of corporate communications, Network Solutions
PRSA Technology Section Presentation: "Leverage Social Media Like Groupon: Reach the Right Person at the Right Time With Direct-to-Consumer Social Marketing"                                                     
Sean Smyth, vice president of business development,

2:30-2:45 p.m.



2:45-3:45 p.m.

Breakout Sessions: Set IIX

West Virginia University Award-Winning Session: "Assess, Identify, Integrate: How to Add Social Media to Your Crisis Communication Plan"
Karen Freberg, instructor,West Virginia University's IMC Program; doctoral candidate in public relations, The University of Tennessee – Knoxville
SNCR Award-Winning Case Study: "Beyond Facebook: Rubik's Cube(r) and Safety1st Develop Multichannel Campaigns"
Elicia Basoli, director of digital services, 360 Public Relations
PRSA Technology Section Presentation: "The Future Is Now: What Baby Boomers Can Learn From Generation Y"
Joseph Harasta, Ph.D., associate professor of public relations, Kutztown State University of Pennsylvania

3:45–4:30 p.m.

General Session III

"Wrap Up and Lessons Learned With Digital Impact Conference Co-Chairs"
Elizabeth Albrycht, SNCR founding fellow
Kevin Sangsland, APR, account director, Airfoil Public Relations
Eric Schwartzman, SNCR fellow, 2006–2007, co-author of "Social Marketing to the Business Customer"