Social Media, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45)

INTRODUCTIONS (9:45 – 10:00)


I. CONTENT MARKETING: A NEW WAY TO WIN CONSUMERS AND INFLUENCE THEIR DECISIONS (10:00–11:00AM)
Content has become ever more important in engaging today's information and socially empowered consumer. Yet publishing content as a key marketing lever is still a strategy most brands are testing their way into. Charles Schwab started this journey two years ago. Its Content Marketing team publishes hundreds of articles and digital content experiences each year, and manages branded content channels across web, email, print and mobile. In this session, Helen Loh, VP of Digital and Content Marketing at Charles Schwab, will share their early learnings about team organization, key capabilities needed, and what content is most engaging and most shared.

Speaker:
Helen Loh, VP of Digital and Content Marketing – Charles Schwab


II. 24 HOUR FITNESS LEVERAGES 2012 OLYMPICS PARTNERSHIP THROUGH SOCIAL MEDIA (11:00AM-12:00PM)
In this session, 24 Hour Fitness will discuss their 2012 Summer Olympics sponsorship and how it was leveraged through social media.  In addition, you will hear insights that 24 Hour Fitness will share on their overall approach to social media including measurement, internal and external structure.

Speakers:
Kristin Shaff, Director, Partnership Marketing – 24 Hour Fitness
Matt Day, CEO – Silverfox


LUNCH (12:00 – 12:30PM)


III. HOW MARKETERS ARE USING SOCIAL AND OWNED MEDIA TO DRIVE ENGAGEMENT/ROI (12:30-1:30PM)
Driving ROI from your social strategy is on every marketer's mind these days. Metrics like effective reach, control, content, interaction and engagement are all part of the debate. As an industry, we intuitively know the power of social and the potential it holds for advertisers to engage with consumers. But, does it deliver the information and experiences that consumers and advertisers want? Beginning in October 2011, Microsoft Advertising set out to understand social advertisers' perceptions of these and other questions around social marketing, and released that information in December 2011.  In the second wave of that study, Microsoft Advertising will share the latest evolution in how brand advertisers and marketers are adopting the new ad mix of social and owned media.

Speaker:
David Barlin – Microsoft Advertising


IV. UNDER ARMOUR:  HOW TO CREATE SOCIAL FRANCHISES AND LEVEL THE ADVERTISING PLAYGROUND (1:30-2:30PM)
Social franchises are self-contained social programs under a single brand umbrella that activate audiences to further define and promote the brand.  Unlike advertising campaigns, social franchises are simply constructed to motivate audience participation and enable them to express the brand through content they create and share. These franchises are more powerful than ad campaigns because they are driven by the hearts and minds of the audience. And the brand pictures they paint starts and ends with the truth as the consumer sees it rather than how marketing organizations define it.  Discover how Under Armour leveraged social franchises instead of traditional ad campaigns to build their brand.

Speakers:
Dan Mecchi, Director, Digital Media – Under Armour
Steve Red, Chief Creative Officer – Red Tettemer + Partners