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June 6 Google for Communicators Workshop Agenda

Accelerate your communications efforts with Google’s most powerful tools and technology.

To get your messages across the digital universe and to test their effectiveness you must navigate the ins and outs of Google search and Google’s (mostly free) tools—especially Google Analytics. Rather than leave it to chance that your PR and marketing messages are reaching their intended audience over your competitors’, attend PR News’ Workshop: Google for Communicators on June 6, 2016, in Miami and learn how to make Google’s vast and growing suite of tools and applications work for you.

At this PR News workshop, you will get the best tips and case studies in how to use Google’s technology to meet their communications goals—and then go far beyond them.

And then stay for PR News’ June 6-8 Digital PR & Marketing Conference at Miami’s Ritz-Carlton—the most important conference of the year for PR and marketing professionals.

You’ll take away practical knowledge on how to:

  • Understand Google’s latest search engine optimization (SEO) ranking factors and how they affect the success of your daily communications efforts
  • Writing for Google search
  • Develop compelling, in-depth and timely content that is relatable and raises your search ranking on Google
  • Establish a process for structuring content that gets traction
  • Analyze your site and determine whether it is optimized for search
  • Use keywords, links and meta tags effectively without harming your page ranking
  • Determine the difference between on-page and off-page factors and their impact on SEO
  • Adapt your content to Google’s latest mobile-friendly algorithm changes
  • Title your web pages and use alt tags to get your content picked up in search
  • Communicate your communications goals to your web team so you can work together to make your site and your content findable on mobile devices
  • Understand the basics of Google Analytics so that you can move on to more complex measurement
  • Establish a measurement framework with Google Analytics that includes objectives, goals, metrics and targets
  • 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

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

June 6 Schedule At–A–Glance


Detailed Schedule


8:00 a.m. 8:30 a.m.

Registration & Networking

9:30 a.m. 10:30 a.m.

How to Make Google Analytics Work for Your Brand

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 copy
Louis Gray
Senior Program Manager, Google Analytics
Google
Pala_Semih
Semih Pala
Web Analytics Manager
Zumba Fitness
10:30 a.m. 10:45 a.m.

Networking Break

10:45 a.m. 11:30 a.m.

Become a YouTube (Distribution) Star for Your Organization

YouTube can be a powerful tool for telling your brand’s story and engaging with customers. In this session, you’ll learn how to get the most out of the world’s largest video-sharing service.

You’ll learn how to:

  • Identify your audience and develop a distribution strategy for video
  • Develop and cross-promote video content with YouTube
  • Optimize your video content for search
  • Use YouTube Analytics to track and make adjustments to your video content strategy

Speakers:

Voronyak_Missy
Missy Voronyak
Group Director, Social Media and Engagement
WCG
Nagubandi_Sri
Srikar Nagubandi
Director, Media, Engagement and Technology
W2O Group

The PR News Group at Access Intelligence, LLC is a daily intellectual hub that serves the communications and marketing community at corporations, agencies and nonprofits. With the launch of its weekly newsletter over 70 years ago, PR News has remained dedicated to supporting the growth of communicators all while keeping them abreast of the latest news affecting the industry. Visit www.prnewsonline.com for more information.

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