Social Media Day presented by Ogilvy & Mather

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Social media has exploded. According to a recent ANA study, 66% of marketers are now using social media to reach their customers-leaping from 20% just two years ago. Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue.

Learn how top marketers such as American Licorice, Del Monte Foods, PETCO, and Atari have cut through all the hype to use social media successfully. Join us for a fun and informative day hosted by Ogilvy & Mather as top client-side marketers and industry experts will share best practices in Social Media. This is free to ANA members and limited to ANA members and invited guests.

When

Begins:	Thursday, October 21, 2010 at 8:15am
Ends:	Thursday, October 21, 2010 at 3:00pm

Where

Ogilvy & Mather
3530 Hayden Avenue
Culver City, CA 90232

Closest hotels:

Culver Hotel
9400 Culver Boulevard, Culver City, CA 90232-2617
(culverhotel.com)
For reservations and Information: (310) 558-9400

West End Hotel
3927 Van Buren Pl, Culver City, CA 90232-2825
(westendhotel.com)
For Reservations and Information: (310) 838-1058

Agenda

8:15am	Breakfast
9:00am	General Session
	PETCO - BRINGING PETS AND PET PARENTS TOGETHER IN THE SOCIAL MEDIA SPACE Earlier this year PETCO appointed Natalie Malaszenko as the company's first Director of Social Media and Commerce. The role of this newly created position is to take the great passion consumers have for their pets and nurture it within the social space. However, the ultimate goal for PETCO's social media team is to influence purchase decisions and manage the bottom line. Discover how PETCO's Director of Social Media started their social media team to develop and execute strategy while managing ROI. Natalie Malaszenko Director, Social Media and Commerce Petco DEL MONTE FOODS - APPROACH TO SOCIAL MEDIA MARKETING SUCCESS Del Monte Foods, one of the country's largest marketers of branded food and pet products, is very active in the social media space. In this session, Del Monte Foods will discuss how their internal team is structured to develop successful social media campaigns, share best practices on social media measurement, and provide advice for other brands on how to develop successful social media marketing plans within the overall marketing mix. Doug Chavez Director, Digital Marketing Del Monte Foods A TASTE OF HOW AMERICAN LICORICE INTEGRATES THEIR SOCIAL MEDIA EFFORTS Since 1914, American Licorice has brought happiness to consumers with brand such as Red Vines®, Snaps®, and Sour Punch®. American Licorice hired a Community Advocate/Social Media professional who integrated their social media efforts. Discover how American Licorice developed a successful integrated social media strategy (which took 1 year to create) and learn actionable insights to take back to your organization. Aaron Johnson Director, Consumer Marketing American Licorice Company Michael Kelly Consumer Communications Manager American Licorice Company
12:00pm	Luncheon
	DRIVING CAUSE RELATED MARKETING THROUGH SOCIAL MEDIA Approached by Participant Media in 2009 to create a new website for its cause-related activities, OgilvyWest instead delivered a hugely successful new interactive online model combining social media with social activism and a predictive engagement engine. The result: TakePart the connective tissue for Participant's Social Action Network^TM, an alliance of over 1000 cause and social issue sites, NGOs, action aggregators and other cause organizations that share common goals, audience, content, actions, data, and technology. More than a media channel, TakePart is a cause-centered community enablement and CRM platform that is the right context for brands to tell their social responsibility and sustainability stories and the platform for engaging consumers in those programs. Heather MacPherson Co-President OgilvyWest Chris Gebhardt General Manager, TakePart Executive Vice President of Digital, Participant Media LIKE LOVE AND FLAME WARS: SOCIAL MEDIA, THE NEW ONLINE DATING When marketing a highly engaging, passionate category like video gaming, social media can look and feel a lot like e-romance. A cycle of flirtation, engagement, dating, going steady, mis-understandings, public spats and a trail of communication the whole world can see. In this session, Atari will share some experiences from the trenches of video games and social media, from the art of capturing interest and attention to best practices in juggling multiple partners, maintaining the relationship as well as talk about what to do when the relationship goes sideways. Additionally, you will hear about examples and data on what sites and platforms have delivered more dates, with higher quality partners for less effort. Jonathan Anastas Vice President, Head of Global Marketing Atari, Inc.
3:00pm	Adjournment

Social Media Day presented by Ogilvy & Mather

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