Social Media, West Coast Chapter

ARRIVAL INSTRUCTIONS:

• The store opens at 9:00am and you can enter through the main doors no earlier than at that time.
• The meeting is located in the upstairs north meeting room in the northwest corner of the store.

NETWORKING BREAKFAST (9:00–9:45)

INTRODUCTIONS (9:45–10:00)


I. REI: CONTENT MARKETING – THE CROSS SECTION OF SOCIAL AND SEARCH (10:00-11:00AM)
REI began as a group of 23 mountain climbing buddies and is now the nation's largest consumer cooperative with their roots remaining firmly planted in providing award-winning outdoor gear and clothing.  In this session, Paolo Mottola and Kelly Walsh, Digital Engagement Program Managers at REI will share the company's approach to content marketing as the cross section to social and search.

Speakers:
Paolo Mottola, Digital Engagement Program Manager – REI
Kelly Walsh, Digital Engagement Program Manager – REI


II. CAN'T BUY ME LIKE: HOW AUTHENTIC CUSTOMER CONNECTIONS DRIVE SUPERIOR RESULTS (11:15AM-12:15PM)
Today's brands face an apparent choice between two evils: continuing to slash their increasingly ineffective advertising, or putting blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way... As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world where people have become desensitized – even disillusioned – by ad campaigns and marketing slogans, that maxim is even truer: Money can't even buy you like. That's because we've entered the "Relationship Era" where the only path for businesses seeking long-term success is to create authentic customer relationships. Discover powerful new research, fascinating examples, and practical advice to illustrate how any company can thrive in the "Relationship Era".

Speaker:
Doug Levy, Chief Executive Officer– MEplusYOU and Co-Author of Can't Buy Me Like


LUNCH (12:15–1:00PM)


III. MEMBER ROUNDTABLE DISCUSSION/HIGHLIGHTS FROM 2013 ANA DIGITAL & SOCIAL MEDIA CONFERENCE (1:00-2:15PM)
In this session, we will cover highlights from the 2013 ANA Digital & Social Media Conference.  In addition, we will open up the discussion to talk about issues that ANA Social Media Committee members are facing and build upon those topics to explore in future meetings.

Facilitators:
Marni Gordon, Vice President, Conferences & Committees – ANA
Christine Morrison, Head of Social Media for Turbo Tax - Intuit Inc. and ANA West Coast Social Media Committee Co-Chair


IV. COMPLIMENTARY VIP ROCK WALL CLIMBING ACTIVITY (2:30-4:30PM)
ANA West Coast Social Media Committee members are invited to a complimentary opportunity to climb the rock wall at REI's flagship store!  Come dressed in clothes you are comfortable climbing in and get ready to have fun!