Media, West Coast Committee

Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:15am

Important Note!: Please make sure to wear only closed toed shoes and do not wear high heels. This is for the safety of all ANA West Coast Media Committee Meeting attendees and to be in compliance with American Licorice's factory and FDA policies around food product manufacturing.


I. AMERICAN LICORICE: FACEBOOK ADVERTISING CASE STUDY (10:15am-11:15am)
In this session, Michael Kelly, Consumer Communications Manager - American Licorice will share a case study on their Facebook advertising program. You will learn how American Licorice has been successful in using paid media on the Facebook platform to compliment and accelerate the earned media they are generating organically with their branded content. American Licorice will also discuss the types of advertising units (sponsored stories, friends of connections targeting, etc.) have been the best performers and go over a test case that they set up to compare the effectiveness of TV advertising to Facebook advertising in a specific market.

Speakers:
Michael Kelly, Consumer Communications Manager - American Licorice
Madalyn Friedman, Marketing Insights Manager - American Licorice


II. ANA ADVOCACY UPDATE: ICANN (11:30am-12:15pm)
The International Corporation for Assigned Names and Numbers (ICANN) is the international non-profit group that is responsible for coordinating the Internet addressing system. On June 20, ICANN approved a plan to greatly expand the availability of generic top level domain names, or "gTLDs, " (such as .com or .org or .net). Under this plan, a company or individual anywhere in the world could purchase a new gTLD that includes virtually any word or phrase, including company or brand names. Thus, a domain name broker, a cybersquatter or even a competitor could attempt to purchase a new gTLD name that includes your company's brands.

ICANN has been considering this plan for several years and ANA and other groups have expressed our strong objections, but those concerns have fallen on deaf ears. This new plan from ICANN has multi-million dollar implications for your company and its brands. ANA believes it would cause irreparable harm and damage to the entire online business community. It would throw the domain name universe into substantial confusion for both marketers and consumers.

In this session, Dan Jaffe, EVP Government Relations - ANA will provide an update on this very important industry issue.

Speaker:
Dan Jaffe, EVP Government Relations - ANA


III. HOW IBM USES SOCIAL MEDIA ANALYTICS TO TRANSFORM THEIR BUSINESS (1:00pm-2:00pm)
Ranjun Chauhan, Digital & Social Intelligence - IBM Corporation will discuss how IBM uses social intelligence (social media analytics) to transform their business.

Speaker:
Ranjun Chauhan, Digital & Social Intelligence - IBM Corporation


IV. AMERICAN LICORICE FACTORY TOUR (immediately following meeting)
Did you ever wonder how Red Vines are made? ANA West Coast Media Committee members will have the opportunity to take a tour of the Red Vines Factory!