Digital & Social, West Coast Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & FIRESTARTER SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. In this session, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. SOCIAL PROOF PLAYBOOK: THE POWER OF PERSUASION (10:00-11:00AM)
Social media provides a unique and powerful opportunity for brands. But how does it scale to a level that visibly moves the business? In this session, Christine Morrison, Director of Social – Intuit & ANA Digital & Social, West Coast Chapter Committee Chair, will share how brands can prove out the value of social media to their organizations.

Speaker:
Christine Morrison, Director of Social – Intuit & ANA Digital & Social, West Coast Chapter Committee Chair


II. HOW TO ADDRESS DISCONNECT BETWEEN DIGITAL CREATIVE AND MEDIA (11:15AM-12:15PM)
In this session, John Nardone, industry pioneer, expert and Chief Executive Officer- Flashtalking, will address a critical challenge brands face today: how to create relevant messages that engage customers in a world of multi-tasking/multi-screen media consumption and programmatic media buying. This ad tech pioneer will share insights on the techniques, organizational processes and best practices that enable sophisticated advertisers to plan and execute cost effective, personalized creative messaging strategies at scale.

Speaker:
John Nardone, Chief Executive Officer - Flashtalking


LUNCH (12:15-12:45PM)


III. ILLUMINA: LINKEDIN ELEVATE CASE STUDY (12:45-1:30PM)
Illumina is a biotechnology company that develops, manufactures and markets integrated systems for the analysis of genetic variation and biological function. In this session, Beth AvantSenior Social Media Specialist – Illumina will share the great work they are doing with their employee advocacy program on LinkedIn Elevate.

Speaker:
Beth Avant, Senior Social Media Specialist – Illumina


IV. HOW ANA MEMBERS ARE USING INFLUENCER MARKETING (1:30-2:00PM)
According to a brand new ANA survey, three-quarters of ANA member companies have used influencer marketing in the past year. Furthermore, the main objective when engaging in influencer marketing is brand awareness. In this session, Molly Knol, Senior Manager, Committees and Conferences – ANA will share preliminary results of this survey including insight on types/number of influencers used, media channels employed, compensation, legal disclosure, measurement, and more. This session will include an overview on the FTC Guidelines concerning the use of testimonials and endorsements in advertising.

Speaker:
Molly Knol, Senior Manager, Committees and Conferences – ANA


V. MEMBER ROUNDTABLE DISCUSSION: EFFICIENCY AND EFFECTIVENESS OF SOCIAL ADVERTISING (2:00-2:30PM)
In this session, we will open up the discussion to talk about the efficiency and effectiveness of advertising on social platforms like Facebook, Twitter, and Instagram and issues facing members and build upon those topics to explore in future meetings.

Facilitator:
Christine Morrison, Director of Marketing, Social – Intuit & ANA Digital & Social, West Coast Chapter Committee Chair