Big 4 Conference Agenda


Make social media’s biggest platforms work for your brand.

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies. You will learn the tactics needed to actively engage audiences and make your brand stand out among your competitors on social media.

Big 4 Conference Agenda | Pricing Options | Hotel Rooms | Register Online

Success comes to the brands and organizations that can effectively use Facebook, Instagram, Snapchat and Twitter to spread their message and engage with audiences. Attendees will learn the tools and tactics you need to grow your brand’s reach on these social networks. And don’t miss PR News’ Google Boot Camp on August 5, also taking place at the Hyatt Regency. This intensive daylong event will teach you the tools and technology you need to become a power user of Google and surpass your communications goals

You’ll take away practical knowledge on how to:
  • Cope with Facebook’s news feed algorithm and cutbacks on organic reach
  • Use Facebook Analytics to determine which posts are working and not working
  • Determine what your target audience is sharing on Instagram
  • Use Instagram even if your brand is not B2C
  • Target consumers with Snapchat where they are in the moment
  • Use various Snapchat tools to create unique eye-catching messages
  • Use Twitter’s video sharing capabilities to tell your brand’s story
  • Use Twitter Analytics to monitor your brand’s activity

What past attendees have to say!

  • “The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend.” –Associate Vice President, Finn Partners
  • “This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great!” -Communications Manager, CIGNA
  • “I learned more in one day than I’ve learned all year!” -Director, New Media, American Heart Association

View the Agenda


Detailed Schedule

6:45 a.m. 7:30 a.m.

Sunrise Walk

8:30 a.m. 8:55 a.m.

Registration & Networking Breakfast

8:55 a.m. 9:00 a.m.

Opening Remarks

9:00 a.m. 9:45 a.m.

How to Tie Social Media Engagement to Business Objectives (Sales, Leads, Volunteers)

First, we’re going to tackle the most important and difficult issue every communicator who uses social media must face—how to prove its business value to senior leaders and clients. Measuring engagement in social media is essential for brand growth and understanding what content is working and what is not. You’ll learn about measuring engagement and taking it to the next, career-saving and -enhancing step—tying that engagement to the business outcomes the C-suite wants to see.

Engagement leads to outcomes. It can convert a user to a consumer, and a consumer into an advocate. This session will explore how to track user engagement on social media and what you should include in your engagement reports.

You’ll learn how to:

  • Be clear about your business objectives for social media engagement
  • Determine what is active versus passive engagement and how each can be leveraged to enhance your brand
  • Gain leadership agreement around expectations of social media engagement
  • Provide context with your engagement metrics
  • Find an engagement framework that aligns with your objectives and approach
  • Measure only what plays to your business objectives
  • Measure the success of employee engagement initiatives

Bonus Item: Tips to Maximize Social Measurement and Engagement


Lauren Friedman
Head of Social Business Enablement
Veda Banerjee
Director, Communications & Digital Marketing
Golden Gate National Parks Conservancy
9:45 a.m. 10:45 a.m.

Case Studies: Brand Communications Success on Facebook

In this first in a series of case studies breaking down social media strategies by objectives, execution and measurement of results, we’ll look at how organizations are successfully making Facebook part of their overall business strategies. In particular, we’ll look at the role communications professionals have played in that success.

You’ll learn how to:

  • Choose a Facebook strategy tied to organizational goals
  • Get more qualified social media followers without tanking your engagement rates
  • Cope with Facebook’s news feed algorithm and cutbacks on organic reach
  • Adapt to Facebook’s updated news feed controls
  • Build anticipation for a new product or service through Facebook post teases
  • Use humor on Facebook and create a tone different from your website
  • Determine what your audience likes on Facebook—and give it to them
  • Use Facebook Analytics to determine which posts are working and not working
  • Track the effectiveness of paid Facebook posts

Bonus Checklist: Keys to Hosting a Successful Facebook Forum


Derekh Froude
Associate Creative Director
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Jen Martin Hall
Vice President, Communications
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Brenda Weigel
Manager, Social Media
10:45 a.m. 11:00 a.m.

Networking Break

11:00 a.m. 12:00 p.m.

Case Studies: Brand Communications Success on Instagram

Your job is to tell your brand’s story, and if you’re not doing that visually on social media you might as well be telling your story with two paper cups and connecting twine. (Your competitors will certainly be pleased if you take that route.) There’s no better social platform than Instagram to tell that visual story—Instagram has 300 million monthly active users, and it’s estimated that by year’s end 27% of the U.S. population will be using it. In this session we’ll get case studies and practical takeaways from top brand Instagrammers.

You’ll learn how to:

  • Use Instagram even if your brand isn’t b2c
  • Target a specific market with Instagram
  • Visualize your organization’s mission
  • Determine what your target audience is Instagramming
  • Measure your communications efforts on Instagram
  • Develop and use effective Instagram hashtags
  • Let your fans do your talking and sharing for you

Bonus: Quick Takeaways for Instagram Success

Nicol Addison
Director of Corporate Communications
Lithium Technologies
Katie Keating
Program Manager for Social Brand Strategy
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Charlene Macielag
Social Media Strategist of Corporate Communications
12:00 p.m. 1:00 p.m.

Luncheon Keynote Presentation: Why Some Brands Captivate—and Some Don’t

In his new book “Captivology: The Science of Capturing People’s Attention,” award-winning journalist and entrepreneur Ben Parr combines the latest research on attention with interviews with scientists and visionaries—Facebook’s Sheryl Sandberg, film director Steven Soderbergh, LinkedIn CEO Jeff Weiner, magician David Copperfield among them—who have brought their projects and companies to the forefront of cultural consciousness. Parr will share attention-getting takeaways from “Captivology” with Big 4 Conference attendees and show them what it takes to capture big-time attention for their brands.


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Ben Parr
Author, "Captivology"; Co-Founder & Managing Partner, DominateFund
1:00 p.m. 1:15 p.m.

Networking Break

1:15 p.m. 2:00 p.m.

Case Studies: Brand Communications Success on Snapchat

The rapid growth of Snapchat from a disappearing-message service into a genuine content provider changed how brands view the popular social media platform. In this session, you will see how brands have used Snapchat to tell their brand story and engage with younger audiences.

You’ll learn how to:

  • Develop candid, fresh content that speaks to Snapchat’s audience
  • Target consumers where they are in the moment
  • Create games and contests that engage Snapchat users
  • Use various Snapchat tools to create unique eye-catching messages
  • Use Discover to share brand news and stories
  • Measure the impact of your brand’s engagement on Snapchat

Bonus Tip Sheet: Using Snapchat as an Emergency Communication Tool


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Dave Prodan
VP of Communications
World Surf League
Haley Hebert
VP, Digital Marketing
2:00 p.m. 2:15 p.m.

Your Big 4 Questions Answered

Get your questions in now! You’ll have your most pressing Big 4 questions answered by social media experts from PR agencies. Attendees will get the opportunity to submit questions in advance and hear the responses of our panelists, who will share their experiences and take other questions that come up at the conference.


Haley Hebert
VP, Digital Marketing
2:15 p.m. 2:30 p.m.

Yoga Rejuvenation Break

Reconnect to your truest self with Elaine Hayes, Yoga and Pilates teacher, and founder of San Francisco’s Mint Studios. Through a series of guided visualizations and breathing techniques, you will feel reenergized yet grounded, and ready to take on the conference’s final sessions.


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Elaine Hayes
Mint Studios
2:30 p.m. 2:45 p.m.

Networking Break

2:45 p.m. 3:45 p.m.

Case Studies: Brand Communications Success on Twitter

Twitter, the world’s foremost microblogging site, has undergone some big changes in recent months, including the Quote Tweet feature, group direct messaging, native video sharing and the ability to recap top tweets. In this session, you will learn how brands have been able to implement these and other Twitter features to enhance their communications efforts.

You’ll learn how to:

  • Make Twitter a distinct part of your overall social media strategy
  • Create Twitter campaigns that engage existing followers and generate new ones
  • Set measurable goals that align with your business plan
  • Use Twitter’s new video sharing capabilities to tell your brand’s story
  • Explore Twitter’s paid media options, including promoted tweets and trends
  • Use Twitter Analytics to monitor your brand’s activity on the platform
  • Consider the applications of Twitter’s live-streaming Periscope app for your organization

Bonus Checklist: Twitter Etiquette


Krisleigh Hoermann
Director of Operations/Digital and Social Media Consultant
American Heart Association/American Stroke Association
Michelle Wright
Senior Manager, Digital Content
Levi Strauss & Co.
Serena Ehrlich
Director of Social Media
Business Wire
4:15 p.m. 4:20 p.m.

Closing Remarks

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