- January 27, 2020
3:00 am EST - 7:00 am EST
8:00 am to 8:30 am: Continental Breakfast and Networking
8:30 am to 12:00 pm: Main Program and Q&A
This 3-hour workshop will cover how public relations and communications professionals can leverage the power of LinkedIn for their businesses. This event will present useful strategies and tactics to help independent practitioners, in-house communicators, and agency professionals looking to maximize LinkedIn on behalf of their own organization and clients.
Attendees will discover how to integrate the program with their existing communications strategy with wider marketing and communications activities to help your clients achieve their PR objectives. Workshop discussion leaders will cover how you can properly plan your next campaign’s objectives, budget for resources, and establish effective tactics and measurable metrics for your LinkedIn activities.
You will learn how to integrate the platform into a public relations strategy, as well as the wider communications and marketing mix. It will help you set objectives, identify opportunities, select tactics, assign resources, set governance, and define the metrics for LinkedIn activities.
- How to use LinkedIn as a powerful marketing communications and PR tool
- How to build an effective organic and paid strategies for clients and organizations
- Strategies for optimizing company Pages and executive profiles
- How to make LinkedIn part of a content marketing strategy
- Understand how to target and measure campaign impact on LinkedIn
- How to effectively use paid, earned, shared and owned content on LinkedIn
- The value of thought leadership for driving B2B outcomes
APR’s Take Note! This event provides 1 credit toward your APR maintenance continuing education requirements.
8:00 a.m. – 8:30 a.m. | Networking Breakfast (continental)
8:30 a.m. – 8:40 a.m. | Welcome Remarks
8:40 a.m. – 9:20 a.m. | Session 1 Topic: TBD, Speaker TBD
9:20 a.m.- 9:40 a.m. | Networking Break
9:40 a.m. – 10:20 a.m. | Session 2 Topic: TBD, Speaker TBD
10:20 a.m. – 10:40 a.m. | Networking Break
10:40 a.m. – 11:30 a.m. | Keynote: B2B Thought Leadership Study
Dan Horowitz, Director, New Business, Government, and Canada for LinkedIn’s Marketing Solutions team, will walk through LinkedIn’s recent research on thought leadership. The research reveals that authentic thought leadership is a major driver of trust for customers in B2B Marketing and has a significant impact on marketing and sales. The Decision Makers and CXOs from the study told us strong thought leadership content not only strengthens a company’s reputation but also positively impacts RFP invitations, wins, pricing and cross-selling that occurs post-sale.
11:30 a.m. – 11:45 a.m. | Closing Remarks
Dan Horowitz is Director with LinkedIn’s Marketing Solutions team. He is responsible for sales teams that support economic development organization, associations, non-profits, government agencies as well as a range of private sector industries. LinkedIn Marketing Solutions customers leverage LinkedIn’s data, content and unique audiences for native advertising campaigns on the world’s largest professional network. Prior to LinkedIn, Dan was an Executive Vice-President in FleishmanHillard’s DC office. Dan graduated from Indiana University with a BA in Political Science, and a minor in meteorology.
Venue: Microsoft Innovation & Policy Center
Closest Metro: Mt. Vernon Square/7th Street (Yellow/Green Lines), Gallery Place/Chinatown (Yellow/Red/Green Lines)