Digital & Social, West Coast Chapter

NETWORKING BREAKFAST (9:00–9:30AM)
INTRODUCTIONS (9:30–9:45AM)


I. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (9:45-10:00AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Speakers:
Marc Kaufman, Partner – Reed Smith
Alex Fjelstad, Retail Insurance Broker – Twin City Group


II. MGM RESORTS INTERNATIONAL SOCIAL MEDIA CASE STUDY (10:00-10:45AM)
MGM Resorts International is one of the world's leading global hospitality companies, operating a portfolio of destination resort brands, including Bellagio, MGM Grand, Mandalay Bay and The Mirage. In this session, Beverly Jackson, VP Social Media and Content Strategy – MGM Resorts International will share their social media and content strategy for the brand.

Speaker:
Beverly Jackson, VP Social Media and Content Strategy – MGM Resorts International


III. SOCIAL MEDIA BEST PRACTICES: SOCIAL MEDIA MANAGEMENT + RESPONDING TO A SOCIAL MEDIA CRISIS (11:00-11:45AM)
In this session, Peter Friedman, a respected social media pioneer and author, will discuss how brands can create effective social media strategies to enhance brand engagement. Friedman, CEO of the social media solutions company LiveWorld, will also share best practices for creating a social experiences that people love and developing a brand response to a social media crisis.

Speaker:
Peter Friedman, CEO – LiveWorld


LUNCH AND MEMBER ROUNDTABLE DISCUSSION (11:45AM-12:45PM)
In this session, we will open up the discussion to talk about issues facing members and build upon those topics to explore in future meetings.

Facilitators:
Christine Morrison, Turbo Tax Social Media Marketer – Intuit Inc.
Shannon Scanlin, Manager, Committees & Conferences – ANA


IV. HARNESSING THE POWER OF INFLUENCERS (12:45-1:30PM)
Over the past three years, WhiteWave Foods has turned small, one-off blogger programs into a scalable and measurable influencer marketing platform. Through their WWF enterprise partnerships, Silk, Horizon Organic and International Delight blogger programs generate an average of 1,000 pieces of content per month and $13.4MM earned media value in 2014. Learn keys to WhiteWave Foods' influencer marketing strategy success including how to identify bloggers, optimizing custom content, amplification strategy, measuring program results and what's next for influencers.

Speaker:
Lori Ulanoff, Digital Center of Excellence – WhiteWave Foods Company


V. VIP TOUR OF SHELBY AMERICAN HERITAGE CENTER (2:30-3:30PM)
Attendees are invited to join us for a special guided tour of the Shelby American Heritage Center. Founded by legend Carroll Shelby, Shelby American is the premier independent performance car company in the United States. Committed to delivering cars and products that provide an unparalleled driving experience, the company has been at the forefront of automotive innovation since it was established in 1962.

Location:
Shelby American, Inc.
6405 Ensworth St.
Las Vegas, NV 89119