Digital & Social, West Coast Chapter

Please note In-person registration for this event is sold out. To register to attend via teleconference, please email Andrew Morgenstern.

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 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. ALLISON+PARTNERS: DIGITAL & INFLUENCER MARKETING CASE STUDY (9:45 – 10:30AM)
Allison+Partners is a global integrated marketing and communications agency driven by a collaborative approach to innovation and creativity. Allison+Partners is organized around six practices: Consumer Marketing, Corporate, Global China, Healthcare, Public Affairs and Technology. All Told, which combines research, content, creative, digital and measurement expertise into one offering, works across these practices to deliver integrated storytelling for clients. Allison+Partners will share some new proprietary research that focuses on the power of influencer marketing, the growing divide between marketers and influencers and frameworks for measuring the ROI of influencer programs. In addition, the team will showcase various case studies of digital and influencer programs and how to apply the principles of influencer relations to the C-suite.

Speakers:
Jeremy Rosenberg, Managing Director, Digital and All Told North America – Allison+Partners
Brent Diggins, Managing Director, Measurement – Allison+Partners
Todd Sommers, Senior Vice President Integrated Marketing – Allison+Partners

II. POLY: DIGITAL & SOCIAL CASE STUDY (10:30 – 11:15AM)
Poly is a global communications company that powers meaningful human connection and collaboration. Poly combines legendary audio expertise and powerful video and conferencing capabilities to overcome the distractions, complexity and distance that make communication in and out of the workplace challenging. Poly believes in solutions that make life easier when they work together and with our partner's services. Their headsets, software, desk phones, audio and video conferencing, analytics and services are used worldwide and are a leading choice for every kind of workspace. In this session, Poly will share insights on recent digital campaigns and the data-based strategies that made them successful.

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

III. UBER: HOW TO MEASURE THE INCREMENTAL IMPACT OF PAID SOCIAL (11:30 – 12:15PM)
Incrementality measurement has become the status quo within digital advertising. Social platforms are often limited in their measurement capabilities though, or only provide proprietary, static solutions. So how do you make sense of the nuances? Do differences in methodologies matters? In this session, Uber will break down effective lift measurement on platforms such as Facebook, Twitter and Snapchat.

Speakers:
Katie Heimerich, Sr. Performance Marketing Manager, Paid Social - Uber
Brenda Lawrence, Marketing Manager, Brand - Uber

LUNCH (12:15PM – 1:00PM)

IV. SEE'S CANDIES: INFLUENCER MARKETING CASE STUDY (1:00 – 1:45PM)
Delivering delicious candies since 1921, See's Candies happily continues to make candy the Mary See's way, using only the finest ingredients. Their American-made delicious chocolates and treats are crafted in their own candy kitchens. From decadent truffles and chocolate-covered nuts to lollypops and crunchy Peanut Brittle, it's quality you can taste in every piece. Headquartered in sunny California, they have over 240 retail shops across the country and an online shop that serves See's fans around the world. In this session, See's Candies will share insights around bringing the classic See's brand to new generations using influencer marketing to build a community of See's Candies partners.

Speakers:
Jensen DeWees, Marketing Director – See's Candies
Courtney Robertson, Senior Influencer Strategist – August United

V. VISIT CALIFORNIA: DIGITAL & SOCIAL CASE STUDY (1:45 – 2:30PM)
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs – in partnership with the state's travel industry – that inspire travel to California. Travelers spent $132 billion in 2017 in California, directly supporting more than 1.1 million California jobs and $10.9 billion in state and local tax revenue. In this session, Visit California will share the innovative work they're doing in digital and social space with key lessons learned for marketers.

Speaker:
Kayla Bell, Digital & Printed Publications Manager – Visit California