Social Media Training


Alison Zarrella Interactive Copywriter & Social Media Consultant

Dan Zarrella Viral Marketing Scientist

Dennis Yu — BlitzLocal Chief Executive

Jabez LeBret: Chief Innovation Officer, Get Noticed Get Found

Our new Pubcon Masters Group social media marketing track will feature workshops on Facebook Viral Marketing Scientist Dan Zarrella

and Twitter advertising optimization and marketing and other social media subjects, with’s self-proclaimed viral marketing scientist Dan Zarrella, BlitzLocal chief executive and Facebook marketing expert
Dennis Yu, and interactive copywriter and social media consultant Alison Zarrella, and and Jabez LeBret, director of marketing at Get Noticed Get Found.

Dan Zarrella is an award-winning social media, search and viral marketing scientist and is the author of “Zarrella’s Hierarchy of Contagiousness,” “The Social Media Marketing Book” and “The Facebook Marketing Book.” He has a background in Web development and combines his

BlitzLocal Chief Executive Dennis Yu

programming capabilities with a passion for social marketing to study social media behavior from a data-backed position and teach marketers scientifically grounded best practices.

Yu is co-founder and CEO at BlitzLocal, a software company that builds social media dashboards for major brands, media, and retail companies, specializing in the intersection of local and Facebook advertising. Yu is an entrepreneur and internationally-recognized speaker in search engine marketing and all things Facebook. His areas of expertise include social media Interactive Copywriter & Social Media Consultant Alison Zarrella

advertising and marketing, search marketing technical analysis, and pay-per-click (PPC) ad campaign development and optimization.

Alison Zarrella is an interactive copywriter and social media strategist with a strong background in advertising and marketing. She has worked with a wide variety of clients ranging from small, local businesses to international brands and is the co-author of “The Facebook Marketing Book” from O’Reilly. She currently works as a social media manager in Las Vegas while running her own social media consultancy.

LeBret is renowned for his SEO success and social media conversion strategies for LinkedIn,

Get Noticed Get Found Chief Innovation Officer Jabez LeBret

Facebook and Google Plus, and for strong traffic strategy and client learning and development techniques. Over the past nine years LeBret has delivered more than 900 presentations to organizations such as Microsoft, Nordstrom, Deloitte, Boeing, and G.E. in locations from Saudi Arabia to Bogota, Colombia.

LeBret, considered a top authority on monetizing social media, understands the importance of wisely managing a marketing budget, having been a financial analyst for five years and successfully managing a $33 million budget. LeBret also writes for NBC Chicago about technology and marketing.

“What’s amazing about Pubcon Masters Group is one training after another on real actionable steps that you can apply to your business starting right away,” LeBret said. “Regardless of the size of your company, the strategies shared are at the forefront of what you need to dominate your overall Web strategy. No fluff, real numbers, and action steps that will lead to real results,” LeBret added.


Part 1: Facebook Ad Optimization Tricks the Pros UseDennis Yu

Social ads are about amplifying user actions, not about broadcasting creative. Learn how to match the right content to the right audience by building target grids. Choose the right mix of sponsored stories to grow audience and engagement. Discover when to optimize against CTR vs. against CPC — and three surprising cases where CTR or CPC don’t even matter. What is the skinny on the new sponsored results ads in Facebook search, and how does it differ from Google brand bidding.

We’ll also cover organizational issues — you will walk away with a framework to coordinate with folks on other marketing teams. Where does social advertising end and creative begin? How do you build a social ROI model that everyone else will buy into? If you’re a consultant or agency, what types of automation are most effective to manage many complex client campaigns? How do you estimate campaign performance when you don’t have historical data? When are Facebook’s own estimation tools faulty, requiring you to override them?

We’ll also equip you with ad campaign templates, weekly ad reporting documents, strategy documents to sell the value of your role, and other assets you get to swipe as a participant in this Masters Group training.

Part 2: LinkedIn Marketing — Ads and OrganicJabez LeBret

When it comes to social strategies LinkedIn is the most underdeveloped opportunity. The fact is most companies suck at marketing on LinkedIn. From SEM to paid ads, this session is going to dive into the theory of LinkedIn marketing coupled with actionable tactics that any size firm can use to leverage this social network. Since LinkedIn is dramatically different from Twitter, Facebook, and most ad platforms, your approach to this network requires a strong understanding of both the LinkedIn user and their habits.

Topics that will be covered include:

  • SEO and LinkedIn
  • The New Company Pages
  • Creating Your Own Group and Selling the $#%& Out of It
  • LinkedIn Ad Network: Creating and Succeed with Your Ad Campaigns
  • How to Not Suck at LinkedIn

Part 3: Facebook MarketingAlison Zarrella

Facebook may not be a new phenomenon, but the site is an ever-changing and evolving marketing platform that brands of all sizes can — and should — be taking advantage of to grow their business and engage with their customers. This session will take you through Facebook optimization, content creation, customer engagement, brand management and more. Learn best practices for managing and monitoring your page, as well as free tools and tips for posting content. We’ll discuss how to build contagious engagement for your brand on Facebook and look at how to build a content calendar for maximum efficiency. Finally, we’ll cover the recent changes to Facebook from the user’s perspective, what this means for brands, and how to target fans.

Part 4: Twitter and Facebook OptimizationDan Zarrella

Social media marketing doesn’t have to be black magic and soft-focus-unicorns-and-rainbows. Science and real, hard data can get us beyond the same-old “engage in the conversation” and “be authentic” advice. Learn what drives people to share information and opinions online, and learn scientifically-proven practices for spreading your content virally through social media. You’ll have plenty of time for Q&A with Dan Zarrella, social media and viral marketing scientist and author of “The Social Media Marketing Book.”

Part 5: SMM Question and Answer SessionFaculty

A rare opportunity to have specific questions answered by Pubcon’s expert SMM speakers in this rapid-fire Q&A session.


The Pubcon Masters Group training program is a popular exclusive add-on opportunity separate from the Pubcon conference, featuring a complete day of intensely focused and highly personal learning from leading innovators. Sign up for the Pubcon Masters Group training program now.

Alison Zarrella Interactive Copywriter & Social Media Consultant

Dan Zarrella Viral Marketing Scientist

Dennis Yu — BlitzLocal Chief Executive