Google Boot Camp Agenda

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Surpass your communications goals by becoming a power user of Google’s tools and technology.

To get your messages across the digital universe you must navigate Google and all it represents. Rather than leave it to chance that your PR and marketing messages—and not your competitors’ messages—are reaching their intended audience, attend PR News’ Google Boot Camp on August 5 in San Francisco and learn how to make Google’s vast and growing suite of tools and applications work for you.

Far beyond being the world’s go-to search engine, Google provides you with a communications toolkit that can raise your brand’s profile and help you measure your communications efforts to track the progress of your strategy.

At PR News’ Google Boot Camp attendees will get how-to’s and case studies in how to use Google’s technology to meet their communications goals—and then go far beyond them. Don’t forget to also attend PR News’ Big 4 Conference on August 6, which will focus on Facebook, Instagram, Snapchat and Twitter. One- and two-day packages are available.

Google Boot Camp Agenda | Pricing Options | Hotel Room Block | Register Online

 

You’ll become an expert in:

• Understanding Google’s latest SEO ranking factors

Developing compelling, in-depth and timely content that navigates Google’s algorithm

Using Google Analytics data to answer key questions about which content drives traffic

Developing and cross-promoting video content with YouTube

Creating a Google AdWords campaign that is right for your brand

Obtaining the data and diagnostics to create a Google-friendly website

You’ll take away practical knowledge on how to:

  • Use keywords, links and meta tags effectively
  • Perform an SEO audit on your organization’s website
  • Establish a process for structuring content that gets traction
  • Obtain measurement data that you can use to improve brand outreach
  • Create measurement reports that accurately and effectively track your progress
  • Think out of the box when it comes to visual storytelling for your brand
  • Create quality YouTube content with limited resources
  • Develop content for specific ads that will draw clicks and conversions
  • Use Google Trends to create searches that return compelling data that can enhance your content
  • Use Webmaster Tools to obtain the data and diagnostics to create a Google-friendly website

Schedule At–A–Glance


9:00 a.m. – 9:25 a.m.
9:25 a.m. – 9:30 a.m.
10:45 a.m. – 11:00 a.m.
12:00 p.m. – 1:00 p.m.
1:45 p.m. – 2:00 p.m.
3:30 p.m. – 3:35 p.m.
5:30 p.m. – 6:30 p.m.
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Detailed Schedule


9:00 a.m. 9:25 a.m.

Registration & Networking Breakfast

9:25 a.m. 9:30 a.m.

Opening Remarks

10:45 a.m. 11:00 a.m.

Networking Break

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

Measuring Your Communications’ Success With Google Analytics

You will never know the impact of your content or be able to prove the value of your PR efforts unless you track performance. Google Analytics is an essential measurement tool that can provide a wealth of data for your brand. This session will provide a brief introduction to Analytics, then dive deep into how to adapt the platform for your measurement needs.

You’ll learn how to:

  • Understand the basics of Analytics so that you can move on to more complex measurement
  • Establish a measurement framework that includes objectives, goals, metrics and targets
  • Identify and integrate KPIs into your measurement strategy
  • Use Google Analytics data to answer key questions about which content drives traffic
  • Obtain measurement data that you can use to improve brand outreach
  • Determine which data provides the most accurate picture of your brand’s performance on Google
  • Create measurement reports that accurately and effectively track your progress

Speakers:

Gray_Louis
Louis Gray
Senior Program Manager
Google Analytics
@louisgray
@google
Kriselle-Laran
Kriselle Laran
Vice President, Digital + Measurement
Zeno Group
@krisellelaran
@zenogroup
12:00 p.m. 1:00 p.m.

Lunch

1:00 p.m. 1:45 p.m.

How to Engage in Visual Storytelling on YouTube

YouTube is a powerful tool for telling your brand’s story and engaging with customers through video. In this session, you will learn how to create quality video content and get that most out of the world’s largest video-sharing service.

You’ll learn how to:

  • Think out of the box when it comes to visual storytelling for your brand
  • Identify your audience and develop a distribution strategy for video
  • Develop and cross-promote video content with YouTube
  • Create quality video content with limited resources
  • Optimize your video content for search
  • Use YouTube Analytics to track and make adjustments to your video content strategy

Speakers:

kirsten chiala
Kirsten Chiala
Digital Content Lead
Cisco Newsroom
@cisco
Rose Mary Moegling
Manager, Customer Engagement
Toshiba America Medical Systems
@ToshibaMedical
1:45 p.m. 2:00 p.m.

Networking Break

2:00 p.m. 2:45 p.m.

AdWords: How to Make Advertising on Google Work for Your Brand

Google AdWords can be a powerful ally in the drive to increase brand awareness. Its flexibility and specificity allows you to tailor your Google ad campaign in a way that targets potential customers. In this session, you will receive instruction on how to tailor AdWords to your specific needs.

You’ll learn how to:

  • Create an AdWords campaign that is right for your brand
  • Develop content for specific ads that will draw clicks and conversions
  • Develop an ad campaign that optimizes the key locations on your site
  • Track your campaign’s progress with Google Analytics
  • Adapt your campaign based on performance
  • Use the latest AdWords updates to enhance your campaign

Speakers:

Julia Hamilton Trost
Principal Account Manager II, Consumer Electronics
Google
@juliahtrost
@google
Burnham_Hugh
Hugh Burnham
Interactive Web Marketing Manager
Snapfish
@snapfishbyhp
2:45 p.m. 3:30 p.m.

Trends, Helpouts and Hidden Gems: Additional Google Tools to Strengthen Your Brand

Google is always developing and enhancing tools to make the Internet experience more enjoyable, and the communicator’s job easier. This session will explore some tools that you may not be familiar with that can enhance your brand’s message.

You’ll learn how to:

  • Use Google Trends to create searches that return compelling data that can enhance your content
  • Analyze Trends data to assess the impact of your content
  • Create effective research reports and infographics using Google Databoard
  • Create opportunities to reach new audiences through Google Helpouts
  • Use Helpouts to establish your brand as a thought leader
  • Use Webmaster Tools to obtain the data and diagnostics to create a Google-friendly website

Speakers:

Barry Reicherter
Partner, Digital Insights
Finn Partners
@barryreich
@FinnPartners
Brito_Michael
Michael Brito
Head of Social Strategy
WCG, a W20 Company
@Britopian
@W20 Group
3:30 p.m. 3:35 p.m.

Closing Remarks

5:30 p.m. 6:30 p.m.

Opening Reception

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