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Digital Skills Workshop
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When: Thursday, August 10, 2017
8:00 a.m. - 12:00 p.m.
Where: University of St. Thomas- Minneapolis Campus- Opus Hall
30 S 10th St
Minneapolis, Minnesota  55403
United States
Contact: 952-564-3046

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Online registration is now closed, but on-site registration will be available.

Video Production.

Social Media Advertising.

Digital Analytics.

Hands-on training on these topics can be pretty tough to find. Yet the demand for these skills keeps increasing.

Where can you turn for help?

Minnesota PRSA and its first-ever Digital Skills Workshop!

Thursday, August 10, 2017
8:00 a.m. - 12:00 p.m.

University of St. Thomas- Minneapolis Campus
Opus Hall
30 S 10th St

Minneapolis, MN 55403
Opus Hall #201


8:00 a.m. -9:00 a.m. : Keynote


Speaker: Lee Aase, Mayo Clinic

Short Bio:

Lee Aase is director of the Mayo Clinic Social Media Network, which provides training resources, educational and networking events and a collaboration platform for health care professionals who want to safely and effectively apply social and digital strategies to fight disease, promote health and improve health care.


By night, Lee is Chancellor of Social Media University, Global (SMUG), a free online higher education institution that provides practical, hands-on training in social media for lifelong learners.  He has been inducted into the Healthcare Internet Hall of Fame, and HealthLeaders Media named him to its list of “20 People Who Make Healthcare Better.” In 2014 he was appointed to a two-year term on the World Economic Forum (WEF) Global Agenda Council on Social Media, and in 2016 he was appointed to WEF’s Global Future Council on the Future of Information and Entertainment. He was elected to Mayo Clinic’s Voting Staff in 2016.


Session Description: Skill Sets & Mindsets: Keys to Success in Rapidly Changing Times

In our opening keynote, Mayo Clinic's Lee Aase will lead us in exploring the must-have digital skills for today’s communicators and marketers, as well as ways of thinking that will help ensure our continued relevance, effectiveness and leadership. Mayo Clinic began podcasting in 2005 and celebrates the 10th anniversary of its Facebook page in November. Lee spurred that pioneering exploration of social platforms in his role as media relations manager and now leads Mayo’s nine-member Social and Digital Innovation team. Lee will review Mayo’s journey from its focus on established traditional media to its significant investment in social and digital platforms. Finally, he’ll draw lessons and principles from that experience and Mayo’s current practices that we can apply in an ever-changing and often unpredictable social media future.


9:10 a.m. -10:00 a.m. : Breakouts

Track 1 – Planning, producing and promoting a podcast
Speaker: Kevin Hunt

Session Description:
Thinking of starting a podcast for your business or organization? Already have one, but wondering how you can make it better? Kevin Hunt, who oversees the “A Taste of General Mills” podcast and blog, will provide tips about show planning, formats, recording, editing and distribution.

Short Bio:
Kevin Hunt is the Corporate Content and Channels Manager for General Mills, based in Minneapolis. He oversees news and information produced for social media, the company blog, website and intranet, and the technical management of the platforms used by the company. His role also involves global social media guidance, training and the General Mills employee advocacy program. Kevin joined General Mills in 2010. He previously managed corporate social media for the Legal division of Thomson Reuters. He started his career in broadcast journalism, including a role as an executive producer at KSTP-TV in Minneapolis/St. Paul. He is a graduate of the University of Wisconsin-Eau Claire. He also co-hosts “The Talking Points Podcast” (

Track 2 — How to Organize, Manage and Measure a Facebook Ad Campaign
Speaker: Kristen Pechacek


Session Description:
This hands-on session will walk you through the process of planning and setting up your Facebook advertising campaign from beginning to end through Facebook Ads Manager and Power Editor. Key takeaways will include: Facebook ads overview; achieving your business objective; choosing an appropriate ad type; defining your audience (custom & lookalike audiences; using Facebook Pixels; best practice techniques and examples; and measuring your ad's performance.

Short Bio:

Kristen Pechacek is the Senior Digital Marketing Manager at Self Esteem Brands, home of Entrepreneur’s Top Global Franchise, Anytime Fitness, and promising newcomer Waxing the City. By day, she focuses on customer acquisition through digital mediums and by night she raises a vivacious three-year-old on a beef cattle hobby farm in rural Wisconsin. She has worked with more than 90 clients on their social and digital presence, and prior to her time at SEB, she worked with the Minnesota Vikings. She serves as an adjunct professor at the University of Wisconsin, River Falls.

10:10 a.m. -11:00 a.m. : Breakouts

Track 1: How to Produce your First Live Social Video
Speaker: Tony Saucier


Session Description

Live video feeds have become a common feature on most social platforms, but setting up a live stream for a company event can be a challenge for marketers who don't have a background in video production. In this session, Tony will talk through case studies of past events he has produced and share the start-to-finish approach he used for successfully executing a social broadcast. This includes understanding where the brand story is, finding good talent, and learning how to produce sound and lighting on the fly. Attendees will have the chance to put some of these practices in action during the session and will receive handouts for how to think about planning their next event.

Short Bio:

Tony Saucier is a digital and social content strategist with a focus on demand generation and customer retention. His digital video work includes time spent in front of and behind the camera for documentaries, commercials and live events broadcast through social channels. Most recently, he led enterprise content and social media for Life Time Athletic, a high-end health club with 120+ locations and 1.7 million members across the US and Canada. Prior to that, he worked agency-side building social media strategies and buzz-building PR campaigns for clients that included Capital One, General Mills, PepsiCo and Verizon.

Track 2: Digital content: The Art and Science Behind What Works
Speaker: Kary Delaria


Session description: There’s no shortage of tips out there for ‘creating content that cuts through the clutter’. But what does that really mean? Content that results in vanity metrics such as likes and shares is one thing, but what can you do to make it go further to drive web conversions, leads, or minimize customer service calls? 


There’s both an art and a science to a content strategy that resonates with the right audience and inspires the intended response. In this session, we’ll discuss strategic considerations as well as that balance between trusting your gut and trusting data and analysis. You’ll have an opportunity explore some tools to aid in your content creation and walk away with ideas to test against your current approach.

Short Bio:

With nearly two decades of experience in public relations, media relations and marketing communication, Kary Delaria has helped clients from a wide range of industries develop and manage their brands online presence and reputation through a combination of social media analysis, monitoring and community engagement. In her current role at Allianz Life, she manages all aspects of the Fortune 100 brands social media channels and leads digital content strategy for the enterprise


Driven by a passion for digital ethnography, Kary explores thewhysandhowsthat inspire people to talk and share online and then guides brands in leveraging the data to develop and refine effective marketing and communications strategies


A national speaker, Kary has shared her expertise on social media, marketing and digital communications at conferences and events such as the Sprinklr Digital Transformation Summit, Online Marketing Summit, the Radian6 Social User Conference, American Marketing Association, and Social Brand Forum

11:10 a.m. -Noon : Breakouts

Track 1: Visual storytelling on Instagram
Speakers: Alyssa Hayes and Caitlin Rick

Session Description:
Instagram is a leading inspiration tool and powerful visual storytelling strategy that is best shared by everyday people. Learn how to utilize user-generated content, Instagram stories, influencer marketing, photo contests, theme weeks, Instameets and about some of the top tools to make your job easier along the way. These tactics will help you share your own brand’s story in a more compelling way.

Short Bios:

Alyssa Hayes, Public Information Officer, Explore Minnesota

As public information officer for Explore Minnesota, Alyssa oversees PR and interacts with media to generate compelling Minnesota travel stories. She pitches unique story angles, FAM tours and has netted billions of media impressions in her four years with Explore Minnesota. Born and raised in northern Minnesota turned city-living girl, she is a lover of all things #OnlyinMN. Find Alyssa sharing statewide sites, news and mingling with media on her Twitter account @ExploreMN_PR. 

Caitlin Rick, Social Media Strategist, Explore Minnesota

As the social media strategist for Explore Minnesota, Caitlin oversees social media efforts and helps create engaging and informative content to inspire travel to Minnesota. She contributes to statewide content marketing and the communications strategy. She also works with marketing partners and industry stakeholders across the state to enhance their social media presence. To date, the #OnlyinMN hashtag has been used more than a half million times. In her free time, she enjoys exploring MN’s booming craft beverage and dining scene, spending time on the water, cheering for MN sports teams, and sharing her #OnlyinMN adventures on social media.

Track 2: Getting Started with Digital Analytics
Speaker: Josh Moe

Session Description:
When it comes to measuring the effectiveness of your digital marketing campaigns, knowing where to start can be hard. Fortunately, Google Analytics is available as a free, powerful analytics tool to help you make data-driven decisions. In this session, attendees will have the opportunity to learn hands-on how to get started with Google Analytics and campaign measurement and optimization.

Short Bio:
Josh Moe is an experienced digital specialist who has spent much of his career at the intersection of marketing and IT. Josh is currently a Digital Analyst at HealthPartners where he manages strategy, implementation, reporting, and analysis for all of HealthPartner’s brands. Josh has a passion for delivering solutions and insights through all stages of the analytics process. Prior to HealthPartners, Josh served as Digital Marketing Specialist at Valitra, a Minneapolis-based wed development company. He graduated from the University of St. Thomas with bachelor’s degrees in Marketing and Business Communications.



Non-Members: $150



Online registration is now closed, but on-site registration will be available.

Minnesota PRSA
5353 Wayzata Blvd, Suite 350
Minneapolis MN 55416
Phone: 952-564-3046
Fax: 952-252.8096

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