Digital & Social, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS & FIRESTARTER SESSION (9:30 – 9:45AM)
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 one or two "hot topics" or key areas of focus/challenge in the digital and social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.

I. SALESFORCE: BRIDGING THE GAP BETWEEN PEOPLE AND TECHNOLOGY (9:45 – 10:30AM)
Salesforce, the global CRM leader, empowers companies to connect with their customers in a whole new way. In this session, hear from Cristina Jones, SVP of Trailblazer Marketing, and
Madison Slinker, Social Media Marketing Lead, at Salesforce who will share insights on how Salesforce bridges the gap between people and technology.

Speakers:
Cristina Jones, SVP of Trailblazer Marketing – Salesforce
Madison Slinker, Social Media Marketing Lead – Salesforce

II. ADIDAS: LEVERAGING USER RESEARCH ON SOCIAL TO DRIVE ENGAGEMENT (10:30 – 11:15)
Adidas has emerged as an innovator and leader in creating experiences that engage their audience and deliver emotional impact by leveraging primary research on gen Z and millennials. In this session, Adidas's ‎Senior Director, Managing Editor, U.S. Newsrooms, Shian-Li Tsang and Swift's VP of Client Strategy, Meredith Chase, will discuss how findings from two research deep-dives on social media use were implemented in the brand's marketing and drove results across the business.

Speakers:
Shian-Li Tsang, Senior Director, Managing Editor, U.S. Newsrooms – Adidas
Meredith Chase, Chief Strategy Officer – Swift Agency

III. WHAT'S YOUR HERESY? (11:15AM – 12:00PM)
Joseph Jaffe, Admiral at The HMS Beagle, will discuss how Technology, Startups and Disruption have created a perfect storm of change and chaos in business and what digital leaders can do about it. Attendees will get a sneak brief to the upcoming book, "Built to Suck: The inevitable demise of the corporation... and how to save it?" and how the "heresy" philosophy is built for companies and brands that know they need to change but are struggling to make the first step. Learn what it means to "put yourself out of business" and how to use brand extinction as a launch pad toward business transformation (new business models, revenue streams).

Speaker:
Joseph Jaffe, Admiral - The HMS Beagle

LUNCH (12:00 – 12:45PM)

IV. UNDERSTANDING GENERATION ALPHA (12:45 – 1:30PM)
How is technology impacting kids born after 2010, also known as Generation Alpha? And what does this mean for marketers? With the help of Wired Consulting and the world's leading neuroscientists, educators and cultural commentators, Hotwire has uncovered how technology is affecting brain development of these youngsters, the trends that will define this generation and how brands will be able to reach them in the future. But what about right now? New findings address the parents of Generation Alpha across the world to understand what they make of their kids' use of technology and the impact it has on family life – along with what that means for marketers today. Join this session to uncover the findings.

Speaker:
Laura Macdonald, SVP, Head of Consumer – Hotwire Global Communications

V. MEMBER ROUNDTABLE DISCUSSION: EFFICIENCY AND EFFECTIVENESS OF SOCIAL ADVERTISING (1:30 – 2:00PM)
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:
Greg Wright, Senior Director, Committees & Conferences – ANA