Social Media, West Coast Chapter

NETWORKING BREAKFAST (9:00–9:45)

INTRODUCTIONS (9:45–10:00)


I. MASTERING SOCIAL:  LEVERAGING SOCIAL TOOLS FOR REACH, ENGAGEMENT AND ACQUISITION (10:00–11:00AM)
For advanced marketers, social has become a traditional channel overnight with a variety of products and tactics to serve every marketer's goal. Mastery of social across platforms adds another steady channel to your marketing, and one that is highly targeted and measurable. Join us as we look at how Salesforce.com uses a variety of social software, tools and tactics to monitor, publish and advertise to a multi-pronged audience of prospects, customers and thought leaders.

Speakers:
Anna Eschenburg, Community Manager – Salesforce
Julia Pacher, Marketing Manager – Salesforce


II. ACHIEVERS: SLIDESHARE AS KEY SOCIAL MEDIA PLATFORM TO DRIVE B2B LEAD GENERATION (11:00AM-12:00PM)
As noise continues to grow on Twitter, Facebook and LinkedIn, the ability to 'stand out' from the crowd continues to become more difficult for a brand trying to gain customers' attention over their competition. Meanwhile, SlideShare has become the network of choice for professionals to share knowledge in their network and research topics for professional and personal growth.  In this session, learn how SaaS employee engagement software company Achievers launched their brand presence on SlideShare, drove leads into the sales funnel, distinguished themselves from their competitors and earned 100,000 views and countless social shares in just 2 months after launch with minimal paid investment.

Speakers:
Katie Paterson, Social Media Manager – Achievers


LUNCH (12:00–1:00PM)


III. CONTENT PLANNING – THE KEY TO UNLOCKING AN INTEGRATED MARKETING APPROACH (1:00-2:00PM)
In just one year, Keystone has made the shift from advertiser to always-on content marketer. How? By developing a fully integrated marketing calendar from the ground up - driven by an audience-segmented content plan. Long gone are the days of simply creating digital and social instances of offline advertising. In its place, creative, social and media agencies work in complete alignment - along with Keystone's internal marketing teams - to build a totally integrated engagement model: defining audience priorities, needs, messaging strategies, content types, and engagement platforms. Jordan Williams, Director of Marketing at Keystone Resort and Marc Landsberg, Founder and CEO of socialdeviant will present how they were able to achieve this new model to create a fully integrated, 12 month marketing calendar.

Speakers:
Jordan Williams, Director of Marketing – Keystone Resort
Marc Landsberg, Founder and CEO – socialdeviant


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, we will open up the discussion to talk about issues that ANA West Coast Social Media Committee members are facing and build upon those topics to explore in future meetings.

Facilitators:
Marni Gordon, Vice President, Conferences & Committees – ANA
Diane Ueberle, Brand & Social Leader, Marketing Excellence – Intuit Inc. and ANA West Coast Social Media Committee Co-chair