Digital & Social, West Coast Chapter

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. MEMBER ROUNDTABLE DISCUSSION: CCPA (CALIFORNIA CONSUMER PRIVACY ACT) & WHAT MARKETERS NEED TO KNOW (10:00 – 10:30AM)
In this session, we will discuss various aspects and best practices of digital & social media specifically the CCPA (California Consumer Privacy Act) and what marketers need to be doing to prepare for the new regulations to be implemented.

Facilitator:
Michael Kelly, Senior Influencer Program and Social Media Manager, Poly & ANA Digital & Social, West Coast Chapter Committee Chair

II. WELLS FARGO: DIGITAL & SOCIAL CASE STUDY (10:30 – 11:15AM)
Wells Fargo & Company is a diversified, community-based financial services company with $1.9 trillion in assets. Wells Fargo's vision is to satisfy our customers' financial needs and help them succeed financially. Founded in 1852 and headquartered in San Francisco, Wells Fargo provides banking, investment and mortgage products and services, as well as consumer and commercial finance, through 7,700 locations, more than 13,000 ATMs, the internet (wellsfargo.com) and mobile banking, and has offices in 32 countries and territories to support customers who conduct business in the global economy. With approximately 262,000 team members, Wells Fargo serves one in three households in the United States. Wells Fargo & Company was ranked No. 29 on Fortune's 2019 rankings of America's largest corporations.

In this session, Wells Fargo will show the evolution of the Wells Fargo Holiday Food Bank influencer strategy, the contributing data points, learnings from the last two years, and increased results YOY in partnership with Influential.

Speakers:
Josephine Chew, VP of Integrated Marketing, Brand and Reputation - Wells Fargo
Courtney Kovacevich, Head of Key Accounts – Influential

III. PURPLE: DIGITAL CASE STUDY (11:30 – 12:15PM)
Purple is an innovative comfort product company that designs and manufactures products to improve people's lives. It designs and manufactures a range of comfort products, including mattresses, pillows, and cushions, using its patented Hyper-Elastic Polymer® material designed to improve comfort. The company markets and sells its products through its direct-to-consumer online channel, traditional retail partners, and third party online retailers. In this session, Purple will share the innovative work they're doing in the digital space (from affiliate and native to search, shopping and display) with key lessons learned for marketers.

Speaker:
Rob Towne, Director of Performance Marketing - Purple

LUNCH (12:15PM – 1:00PM)

IV. ENTERING THE NEW ERA OF DATA EXPERTISE  (1:00 – 1:45PM)
Up until recently, marketers may have interacted with third-party data providers, but agencies and platforms have also been able to handle most of the operations and recommendations on behalf of brands. As social media platforms have removed native solutions for third-party data from their platforms, marketers have the opportunity to take the reins on their data strategy, and in doing so, transform their business.

Speaker:
David Popkin, Director, Data Strategy – LiveRamp 

V. GU ENERGY LABS: DIGITAL & SOCIAL CASE STUDY (1:45 – 2:30PM)
GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. In this session, GU Energy Labs will share insights on recent digital campaigns and the data-based strategies that made them successful.

Speaker:
Mac Tillman, SVP Sales & Marketing– GU Energy Labs