Big 4 Social Media Summit

AUGUST 9-10 | Grand Hyatt San Francisco, CA

Thanks to all that attended this year's Big 4 Social Media Summit in San Francisco!

Join PR News on August 10 in beautiful San Francisco for the Big 4 Social Media Summit, where you’ll delve into the latest features and opportunities offered by Facebook, Instagram, Twitter (Periscope, in particular) and Snapchat. You also won't want to miss the Visual Storytelling Boot Camp on August 9, where we’ll look at how to find and create great, shareable still images and videos across the major social networks.

The Grand Hyatt San Francisco's location in the Heart of the city enables you to take full advantage of world-class shopping and the famous landmarks of San Francisco, including Moscone Convention Center, Fisherman’s Wharf, Chinatown, and AT&T Park. You know that you need to step outside of your workplace, connect with your peers, learn from the best and share your best to keep growing your skills—for your brand, and for your career.

Register Now

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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.
Be Your Brand’s Photographer: How to Create Social Media Images With the Gear You Already Have

Can’t afford to hire expensive professional photographers? In this session you’ll learn how to take top quality still images with your phone and a few minor accessories. But taking the picture is only half the battle. Attendees will also learn how to select the perfect subject matter—even if your organization doesn’t naturally lend itself to visual imagery. With high-quality visual images being a necessity on social media, it’s a good thing that modern cellphone cameras have come a long way. Today’s phones coupled with a few apps, filters and a little know-how are all any communicator needs to start creating social-ready content.

You’ll learn how to:

  • Plan and develop the best visual content for a variety of social media platforms like Facebook, Instagram, Twitter and Snapchat
  • Frame a shot to ensure your photos have professional composition
  • Utilize vertical images for Snapchat
  • Use filters and other apps to enhance your images and make them stand out
  • Learn to manipulate lighting and other aspects of a shot to generate an emotional response from the viewer



Mike Falkow
Creative Director/Art Director
Meritus Media/Rogue Magazine
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9:45 a.m. – 10:45 a.m.
Use YouTube as More Than Just a Video Repository

Even though Facebook has been cutting into YouTube’s domination of the digital video space, Google’s powerhouse remains an essential part of the digital communicator’s arsenal. YouTube can be so much more than a brand’s video warehouse, despite the fact that it tends to be used as a kind of post-and-forget platform. Whether you’re creating long-form videos, interviews with executives or promotional pieces, it’s important to remember that YouTube is one of the world’s largest social networks and should be used as such.

You’ll learn how to:

  • Optimize videos for distribution and cross-promotion
  • Develop and engage with your audience on the platform
  • Determine which videos work best on YouTube
  • Use YouTube Analytics to stay on top of your video strategy
  • Leverage your YouTube presence to become a trusted outlet for consumers and the media alike.



Sahana Jayaraman
SVP, Head of Digital Brand Lab
Eastwick Communications
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Scott Kramer
Group Director, W2OFilms
W2O Group
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Ian Beckman
Jr. Video Producer
W2O Group
Read Bio

10:45 a.m. – 11:00 a.m.
Networking Break

11:00 a.m. – 11:45 a.m.
How to Create Compelling and Shareable Video Across the Social Spectrum

In today’s social media space, it’s embrace video or bust. Companies like Facebook and Snapchat continue to push video and create unique ways to consume and engage with videos online. With this kind of backing by the major social networks, it’s never been a better time for PR pros to jump on the bandwagon. The only problem being that the same piece of content may not work across the platforms. As is the case with images, video now needs to be thought of as potentially platform specific.

You’ll learn how to:

  • Create videos in-house without breaking the bank
  • Identify what kinds of content will work on each platform using proprietary measurement tools
  • Leverage raw and authentic vertical video to succeed on Snapchat
  • Weave a complete narrative on Instagram in only 60 seconds
  • Use video on Facebook to capitalize on the platform’s algorithm
  • Use free and low-cost editing and production software to bring your videos to the next level



Stephanie Chan
Editorial and Video Producer
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Scott Kramer
Group Director, W2OFilms
W2O Group
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Ian Beckman
Jr. Video Producer
W2O Group
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11:45 a.m. – 12:00 p.m.
Networking Break

12:00 p.m. – 1:00 p.m.
Networking Lunch

1:00 p.m. – 2:15 p.m.
Break From the Pack With Data Visualization and Infographics

Every PR pro and marketer has a vast trove of data just waiting to be turned into social-friendly graphics. After this session, attendees will be able to make use of the information they have in new and visually appealing ways.

You’ll learn how to:

  • Use various free and cheap tools to create infographics with ease
  • Create content that tells your organization’s story and fulfills the needs of the news media
  • Think like a data journalist and go beyond infographics to find innovative modes of storytelling
  • Shop for and work with graphic designers without having to reevaluate your entire budget
  • Seek out and recognize the data you already have that’s ripe for visualization



Sandra Fathi
Founder and President
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Natalie Ajluni
Director of Marketing Communications and Demand Generation
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Amy Roberts
Visual Designer
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2:15 p.m. – 2:30 p.m.
Networking Break

2:30 p.m. – 3:30 p.m.
Case Studies: (Measurably) Successful Visual Campaigns

In this session, brand communicators will offer in-depth case study examples of successful visual campaigns. Attendees will get a unique glimpse into the inner workings of each campaign’s lifecycle, with a special focus on how each aspect was measured along the way.

You’ll learn how to:

  • Determine which metrics and KPIs to watch across each platform
  • Decide if third-party measurement tools are needed for a campaign
  • Use Facebook’s analytics offering to track visual content on Facebook and Instagram
  • Set up your measurement framework at the onset to ensure effective analysis.



Layla Revis
Vice President, Global Social Media
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Karen Lee
Associate Director, Digital and Social
Stanford Graduate School of Business
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Natalie White
Social Media Manager
Stanford Graduate School of Business
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3:30 p.m. – 3:35 p.m.
Closing Remarks

6:00 p.m. – 7:00 p.m.
Opening Reception

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6:45 a.m. – 7:30 a.m.
Sunrise Walk

8:00 a.m. – 8:25 a.m.
Registration and Networking Breakfast

8:25 a.m. – 8:30 a.m.
Conference Kickoff from PR News

8:30 a.m. – 9:00 a.m.
Wake-Up Call: How to Think About Facebook, Instagram, Twitter and Snapchat in the Post-Organic Era

The era of reaching your audience at scale organically using the major social media platforms is over. Given that the social networks are now actually advertising publishers where brands are concerned, what do you do as a communications professional? This wake-up call will confront this essential question, and look at what success on social media means when you have to pay to get visibility for your content.


Model: David Kellis

David Kellis
Director of PR & Social Media
The Clorox Company
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9:00 a.m. – 10:00 a.m.
How to Create a Unique Experience on Snapchat and Build Your Brand

It’s high time to do away with any doubt about Snapchat and embrace the ephemeral platform. With significant updates creating a much more immersive and engaging experience, Snapchat’s more than 100 million daily active user count shows no signs of slowing. This session will take an in-depth look at exactly what it takes to succeed on the unique platform, whether you’ve just started, taking a wait-and-see approach or have been snapping from the beginning.

You’ll learn how to:

  • Get your brand started on Snapchat—but first determine whether or not it’s right for your brand
  • Embrace Snapchat’s vertical format to draw users in and offer a unique view of your organization
  • Use the platform’s powerful video features to develop provocative and engaging stories
  • Use Snapchat’s inherent flexibility and change your content strategy on the fly
  • Target your content to ensure you’re reaching the right audience
  • Build your audience by cross-promoting your Snapchat content on other social platforms
  • Measure the success of your campaigns on the platform



Leslie Douglas
Senior Manager, Social Media
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Colleen Hartman
Head of Paid and Shared Social Media Marketing
W2O Group
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10:00 a.m. – 10:15 a.m.
Networking Break

10:15 a.m. – 11:15 a.m.
Facebook Content—What Works, When to Pay and When to Go Organic

With Facebook now reaching almost 1.6 billion users worldwide, the premier social network has never been more important for communicators. But visually appealing images and short but engaging text posts aren’t enough anymore. With 100 million hours of video watched every day on Facebook, PR pros have little choice but to adapt their content strategies—they’ve got to make video part of the mix, and often have to pay to get their content seen in news feeds. In this session, Paul Englert, C. Mondavi & Family winery, Veda Banerjee of the Golden Gate National Parks Conservancy and Stephanie Elsea of the American Heart Association will show you how they balance paid and organic posts, and share their Facebook video strategies.

You’ll learn how to:

  • Develop a strategy for your Facebook content that will enable it to appear in your audience’s news feeds
  • Determine when to pay for Facebook advertising and boosted posts, and when to rely solely on organic reach
  • Develop quality videos for Facebook without breaking the bank
  • Navigate Facebook’s live-streaming option, Facebook Live, and determine if it’s a good fit for your brand
  • Use Facebook Analytics and other tools to measure your campaigns and determine what works and what doesn’t

BONUS CHECKLIST: Facebook Live—What You Need to Know



Paul Englert
Vice President, Marketing
C. Mondavi & Family
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Veda Banerjee
Director, Communications & Digital Marketing
Golden Gate National Parks Conservancy
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Stephanie Elsea
Vice President of Communications and Marketing, SouthWest Affiliate
American Heart Association
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11:15 a.m. – 11:45 a.m.
How to Use Twitter’s Periscope App for Your Organization’s Video Strategy

Live streaming is a wide open and exciting frontier in brand communications. It’s affordable, powerful and it can be used in many contexts for a variety of messaging strategies. Feeling the heat from Facebook Live, Twitter continues to update Periscope, its popular live-streaming app.

You’ll learn how to get started using Periscope and master the technical details of using the app, and will get real-world applications.

We’ll cover:

  • Determining if live streaming is right for your organization
  • Getting internal or client buy-in for live-streaming
  • Effectively measuring live streams
  • Specific case studies of organizations that have used Periscope successfully
  • Inspiring your followers to comment/share your live stream, and share “hearts”
  • Some of Twitter’s latest features

BONUS TIP SHEET: 10 Scoping Best Practices


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David Landis
Landis Communications Inc.
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James Mowdy

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11:45 a.m. – 12:00 p.m.
Networking Break

12:00 p.m. – 12:45 p.m.
Lunch and Keynote Presentation – How to Make the Transition to Strategic Reputational Storytelling

Walmart’s blog, Walmart Today, was relaunched in 2015 with a whole new strategy and look revolving around a mission from the company CEO to “write a story our kids and grandkids would want to hear.” Since then, Walmart has taken a more strategic approach to reputational storytelling, using not just the blog but its executives on social media to rebuild trust between Walmart and its customers. With a few key audience segments in mind, Chad Mitchell’s team develops engaging content that brings the stories of Walmart associates and customers to life. The results so far include the Ripple Effect campaign, which communicates the details of some landmark wage and benefit upgrades, and the Made By America series, which profiles Walmart’s support of U.S.-made products and businesses. Chad will share what went into this transformation, their most successful moments, some not so successful moments and what we can all learn from the journey.



Chad Mitchell
Senior Director, Digital Communications
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12:45 p.m. – 1:00 p.m.
Networking Break

1:00 p.m. – 1:45 p.m.
How to Visualize Your Brand’s Stories With Instagram

Instagram surpassed Facebook in 2015 and accounted for 52% of brands’ total social actions, according to Shareablee data provided exclusively to PR News. Social actions grew 36% vs. 2014, with 75% of that growth from Instagram, 30% from Twitter and 9% from Facebook. Find out how you can make Instagram your most potent social media force and keep pace with the platform’s latest features.

You’ll learn how to:

  • Develop content strategies for Instagram
  • Use Instagram for your brand if you’re a one-person team
  • Make the most of Instagram’s new 60-second video length
  • Measure Instagram’s value for your brand
  • Share your organization’s behind-the-scenes content on Instagram
  • Work with affinity groups to tag you in their Instagram posts
  • Only use content that adheres to Instagram users’ higher aesthetic standards

BONUS PR NEWS ANALYSIS: What Instagram’s 60-Second Video Format Means for Communicators



Karen Do
Senior Manager, Brand Social Media
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Erin Flior
Senior Director of Digital Communications
Cystic Fibrosis Foundation
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Co-Moderator: Treva Cooke
Co-Founder, Partner
Blue Flame
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Co-Moderator: Marne Saunders
Director of Growth
Blue Flame
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1:45 p.m. – 3:15 p.m.
How-To Clinic: Pay-to-Play—Putting Paid Social to Work to Amplify Your Brand’s Messages

Social networks are turning to paid posts as a main source of revenue—none more so than Facebook, Instagram and Twitter. And as algorithms are updated to reflect this change, it’s harder than ever for organic content to make it to a user’s newsfeed. In this clinic we’ll take a hands-on approach to researching and building engaging paid posts across the major social platforms, while at the same time learning how these posts can fit into an overall PR strategy.

You’ll learn how to:

  • Get  budget for paid social
  • Map out your paid social strategy
  • Understand your analytics options
  • Build an ad from the ground up on Facebook, Twitter and Instagram
  • Optimize user data to target content to a specific audience
  • Use the social data you already have to create content that will resonate with your audience
  • Set the right goals in the beginning, and measure them throughout a campaign
  • Determine the lifecycle of individual posts to know when they should be updated or taken down
  • Optimize content for each network
  • Use hashtags correctly for your paid posts

BONUS CHECKLIST: 4 Key Considerations for Ads on Instagram



Leslie Drate
Social Media Manager, U.S. Consumer Print
Read Bio


Melissa Wisehart
Director - Social/Digital Strategy
Moore Communications Group
Read Bio

3:15 p.m. – 3:30 p.m.
Networking Break

3:30 p.m. – 4:15 p.m.
The Future of Social Marketing: Using Facebook Messenger and Snapchat to Make Personalized Connections for Your Brand

Facebook Messenger and Snapchat are both looking to personalize how audiences interact with the brands they follow. Whether it’s by using bot technology or offering a varied media experience, these messaging apps have created a deeper experience that communicators shouldn’t ignore. This session will offer insight into using Facebook Messenger’s new advertising options and Snapchat’s rich multimedia chat features to build a truly personalized experience for your audiences.

You’ll learn how to:

  • Determine if developing a bot on Facebook Messenger is right for you
  • Deploy Facebook Messenger’s “Sponsored Messages”
  • Jump between images, text, video and audio on Snapchat to give users an immersive multimedia experience
  • Use these two messaging apps to go beyond customer service and offer exclusive content and promotions
  • Navigate Facebook Messenger as an ecommerce tool
  • Use Snapchat’s expanded chat features to compliment and expand on your overall Snapchat presence



Carlos Gil
Global Head of Social Media
BMC Software
Read Bio

4:15 p.m. – 4:20 p.m.
Closing Remarks

  • Executive Summary
  • Access to Speaker Presentations
  • Tip Sheets:
    • Paid and Organic Brand Opportunities on Snapchat
    • 10 Scoping Best Practices
  • Checklists:
    • Facebook Live—What You Need to Know
    • 4 Key Considerations for Ads on Instagram
  • Analysis:
    • Instagram’s 60-Second Video Format


3+ Hours of Networking and Endless Social Media Takeaways

PR News’ Big 4 Social Media Summit and Visual Storytelling Boot Camp on August 9 & 10 in San Francisco, CA will provide excellent networking opportunities plus tons of real-world takeaways that you can start implementing immediately. Beyond the sessions on every facet of social media and visual storytelling, you’ll also:
  • Make long-lasting connections during several networking breaks across the course of the two days
  • Mingle with attendees at a reception on the night of August 9, as well as a morning walk to start your day on August 10

Register Your Team

Who Should Attend

As a PR or marketing professional, you know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. Make long-lasting connections with like-minded peers during the several networking breaks across the span of two days at the Big 4 Social Media Summit and Visual Storytelling Boot Camp.

If you spend at least a quarter of your time in any of these areas, you should attend PR News’ Big 4 Social Media Summit Public Relations
Digital PR and Social Media / Community Relations / Content Creation / Communications / Video / Marketing Communications Business Development / Public Affairs / Issues Management /Media Relations / SEO / Research and Analytics

See Who’s Attending   Register Your Team

Hotel Block

Grand Hyatt San Francisco
345 Stockton St, San Francisco, CA 94108

Enjoy easy access to world-class shopping, attractions, museums, theaters and the famous landmarks of San Francisco, including Moscone Convention Center, Fisherman’s Wharf, Chinatown, and AT&T Park. The Grand’s location in the Heart of the city enables you to take full advantage of all these marvelous attractions.


Reserve your room online at the beautiful Grand Hyatt San Francisco. Make the most out of your trip to San Francisco with by:

  • Hitting up the city’s best museums (the de Young,  SF MOMA, Academy of Sciences, and Exploratorium)
  • Spending a day at the Ferry Building
  • Paddling a boat at Stow Lake
  • Doing the audio tour at Alcatraz
  • Walking across the Golden Gate Bridge
  • Seeing a Giants game at AT&T Park

Read FAQ's Register Your Team


Online: Fast and Easy!
Phone: Call Jessica Placencia at 301-354-1641

Single Attendee Package* *Full Access Pass *Best Value! Day 1 Day 2
Regular Rate:  July 29 – August 10 $2,140 $1,145 $1,245
Group Package* *Full Access Pass *Best Value! Day 1 Day 2
Regular Rate:  July 29 – August 10 $2,040 $1,095 $1,195

Justification Letter Register Your Team

*The Full Access Pass includes the Big 4 Social Media Summit on August 10 and the Visual Storytelling Boot Camp on August 9. Rates apply to agencies and corporations only. Nonprofits/Associations, PR News Subscribers and Vendors can click here for registration options and pricing. Group pricing are for two or more individuals. Independent Practitioners can also email about a special rate. PR News does not offer refunds as all sales are final. You are able to get full credit toward a future event or replace a current attendee with a colleague. Contact Account Executive, Lindsay Silverberg at or 301-354-1716 for sponsorship details.


Reach hundreds of PR, marketing, communications and social media professionals by sponsoring the Social Media Summit and Visual Storytelling Boot Camp on August 9-10 in San Francisco, CA.

Thanks to Our Sponsor:


Become a Sponsor Register Your Team

Thanks to Our Media Partners:

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