Social Media, West Coast Chapter

The Omni San Diego Hotel, located right near Petco Park, is offering ANA Members a very special rate of $155/night.  If you would like to book a room at this special rate, please contact Marni Gordon directly at mgordon@ana.net

Check-in:

• Registration table opens at 11:30am at the Park Blvd. loading zone
• Visit the table first upon arrival

Parking:

• Parking passes will be given at the registration table
• Park at D1/D2 Parking Lot
• Return to the Park Blvd Gate to enter park

12:00pm-1:00pm: Networking Lunch
1:00pm-1:15pm:  Welcome and Introductions


I. CASE STUDY & EVOLUTION OF PETCO'S SOCIAL MEDIA (1:15pm-2:00pm)
Founded in the 1960's, this national pet retailer continues to grow not only as a destination for the pet's they so embrace, but also for the pet parents who love them.  In a business category that continues to grow at 5% annually, Petco utilizes social media on a number of fronts to further connect with their consumer base.  From new advertising campaign launches, general user information share, or simply driving word of mouth, this medium has allowed the retail giant to be nimble with their very passionate contingency when on demand engagement is key. Learn how Petco continues to utilize this medium as an effective growth channel.

Speakers:
Greg Seremetis, Vice President Marketing – Petco
Kat Smith, Director, Social Media & Commerce – Petco


II. TURBO TAX SOCIAL MEDIA (2:15pm-3:15pm)
Christine Morrison, Head of Social Media for Turbo Tax - Intuit Inc. and ANA West Coast Social Media Committee Co-chair will share an overview of the social media strategies that Turbo Tax used drive sales and provide customer service during this year’s tax season.

Speaker:
Christine Morrison, Head of Social Media for Turbo Tax - Intuit Inc. and ANA West Coast Social Media Committee Co-chair


III. HOW AMPM GETS SOCIAL WITH THEIR CUSTOMERS (3:30pm-4:30pm)
In 1978, ampm opened its first convenience store in Southern California and today has over 1,100 stores that are franchise owned and operated.  The recipe at ampm has always been simple: provide a great value & variety to conquer the snack & thirst cravings of their customers.   Gary Schechner, Advertising & Marketing Manager and Social Media Scientist– am/pm (owned by BP) and his agency partner Fer Wang, Director, Social Media – GroupM/Mindshare will discuss am/pm's approach to social media, how it is incorporated within their overall marketing mix, and best practices on social media measurement.

Speakers:
Gary Schechner, Advertising & Marketing Manager and Social Media Scientist– am/pm (owned by BP)
Fer Wang, Director, Social Media – GroupM/Mindshare


IV. MEMBER ROUNDTABLE DISCUSSION (4:45pm-5:45pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we will discuss:

• Organizing your company to win in social – how do you marry the central social department with individual business units?  Who owns social media in your organization and what works/doesn't work.
• How do you use data as an asset without appearing as a stalker to your consumer?
• How do you sell social media measurement in a simple way to your C-Suite to show it is working?

Facilitator:
Christine Morrison, Head of Social Media for Turbo Tax - Intuit Inc. and ANA West Coast Social Media Committee Co-chair


V. COMPLIMENTARY SAN DIEGO PADRES GAME (after meeting)
ANA West Coast Social Media Committee members are invited to a complimentary San Diego Padres game in Petco Park following the meeting.  The game begins at 7:05pm and the San Diego Padres will be playing the Washington Nationals.