11:30 a.m.–12:30 p.m.       
Plenary Session III
"PR in a Social CRM World"
Jacob Morgan, principal, Chess Media Group; co-author of “TwittFaced: Your Toolkit for Understanding and Maximizing Social Media”

Traditionally, Customer Relationship Management (CRM) was a one-way communication encouraging consumers to purchase a product or service. With the rise of digital communications, the Social CRM now focuses on developing consumer engagement and improving user experience. This session will evaluate how PR fits within Social CRM, and what strategies should be applied moving forward.