ANA Social Media Members Only Conference June 1, 2011

Social media has exploded. There are more than 500 million active users on Facebook and over 1 billion number of tweets posted per week! Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue.

Learn how top marketers such as Charles Schwab & Company, Inc., Bolthouse Farms, Adobe Systems Incorporated, American Cancer Society and Chicken of the Sea have cut through all the hype to use social media successfully. Join us for a fun and informative day hosted by Franklin Templeton Investments presented by GSN as top client-side marketers and industry experts will share best practices in Social Media. This is free to ANA members and limited to ANA members and invited guests.

Agenda
CHARLES SCHWAB NAVIGATES SOCIAL MEDIA IN A HIGHLY REGULATED ENVIRONMENT
Navigating the world of social media can be a difficult endeavor for brands in a highly regulated environment. Rather than shy away, Charles Schwab worked internally across multiple functions to develop a presence in social media that adheres to the strict rules that govern our industry. Find out how Charles Schwab brought together multiple constituents from across the company to successfully launch a corporate presence on Facebook, YouTube and Twitter.

Stephanie Becker
Director of Social Media, Compliance
Charles Schwab & Company, Inc.
Sarah Bulgatz
Director, Public Relations
Charles Schwab & Company, Inc.

Greg Comolli
Senior Manager, Brand Advertising
Charles Schwab & Company, Inc.

Alison Fowler
Director Media, Central Marketing
Charles Schwab & Company, Inc.

K. Jordan
Director, Client Service
Charles Schwab & Company, Inc
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BOLTHOUSE FARMS: HOW BABY CARROTS BECAME THE NEW JUNK FOOD
Only a few years ago, sales of baby carrots fell sharply after a decade of steady growth. Bolthouse Farms, one of the largest sellers of carrots in the U.S., debuted a highly successful campaign in two test markets which positioned baby carrots as the new junk food. Their campaign "Eat ‘Em Like Junk Food" aired on television, included an interactive website, www.babycarrots.com, and has successfully used social media, mobile, and gaming to engage their consumers and spark competition against their junk food rivals. Discover how Bolthouse Farms used developed a game-changing strategy using social media which resulted in double digit growth.

Bryan Reese
Chief Marketing and Innovation Officer
Bolthouse Farms
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HOW CHICKEN OF THE SEA ENGAGES MOMS THROUGH GAMING AND SOCIAL MEDIA
Since 1952, consumers have come to know Chicken of the Sea as being a family brand that is synonymous with health, nutrition, and convenience. Chicken of the Sea wanted to leverage their updated Mermaid icon and form a stronger emotional bond, greater top of mind awareness, and increase purchase intent among moms. In this session, find out how Chicken of the Sea worked with GSN.com to reach today's digital mom through gaming, social media, and online programs.
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HOW THE AMERICAN CANCER SOCIETY LEVERAGED DIGITAL AND SOCIAL MEDIA FOR A GREAT CAUSE
How do you use digital & social tools to make an indelible, unmistakable mark for a cause that has lots of champions and multiple groups looking for donation dollars for cancer-related causes?

The American Cancer Society secured the rights to what might be the most recognizable song in the world, Happy Birthday To You, and asked famous musicians to sing it. Keith Urban, Justin Bieber, Usher and Jack Johnson, were some of the famous talent who participated. Custom gift wrap, posters and e-cards to were also designed by famous artists including Masha D'yans and Eric Carle. All of the artists and musicians donated their time and talent.

This integrated campaign brought new social currency to this venerable, 100-year-old brand driving consumer engagement through viewing, socially connecting, creating, sharing, volunteering and donating at www.morebirthdays.com.

In this session you will hear how the American Cancer Society's digital & social team created a 'web-centric' campaign that used all the tools to raise awareness, and money, for a great cause.

Andy Goldsmith
Vice President, Creative and Brand Strategy
American Cancer Society

Chris Mumford
Senior Vice President, Account Director
The Martin Agency
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ADOBE'S ORGANIZATIONAL APPROACH TO ENHANCE CUSTOMER ENGAGEMENT THROUGH SOCIAL MEDIA
Adobe's commitment to revolutionizing how the world engages with ideas and information is as strong today as it was when the company was founded in 1982. Discover how Adobe organizes social media to better engage with their customers. In this session, Adobe will share a frontline case study that leverages their hub and spoke organizational approach.

Maria Poveromo
Director, Social Media
Adobe Systems Incorporated

Matt Rozen
Senior Social Media Strategist
Adobe Systems Incorporated

Official Website: http://www.ana.net/membersconference/show/id/MOC-JUN11W