Social Media Day

Registration for this event is now closed, please email registration@ana.net to be placed on a waitlist.  Thank you.

Social media has exploded. According to a recent ANA study, 66% of marketers are now using social media to reach their customers—leaping from 20% just two years ago. 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 Blue Shield of California, Honda, Taco Bell, Intuit, and Wells Fargo have cut through all the hype to use social media successfully. Blue Shield of California will host this first-ever ANA “members only conference” on the West Coast—free to ANA members and limited to ANA members and invited guests.
 

Friday, February 26, 2010

General Session

BLUE SHIELD OF CALIFORNIA - DRIVING HEALTH CARE TRANSPARENCY THROUGH DIGITAL CHANNELS
Blue Shield of California is leveraging digital channels to increase transparency and build its brand reputation. Turning the lens on itself, Blue Shield is pioneering a program called Ratings and Reviews, which allows members to provide candid, public feedback about their experiences with Blue Shield's plans. The brand marketing team will share insights on user-generated content in health care and early program results. In addition, this session will cover the steps from conception to launch as well as the process of building organizational consensus to launch new media in a highly regulated industry. 

Sue deLeeuw
Director, Corporate Brand Marketing
Blue Shield of California

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TACO BELL - TRANSPARENCY, AUTHENTICITY AND RESPONSIVENESS ARE KEYS TO SUCCESS IN SOCIAL MEDIA
Social media can be utilized to build deep connections with your Facebook fans/Twitter followers and is an active indicator of consumer sentiment. Social media is a very different method of brand marketing: it offers the opportunity to closely interact with Taco Bell's customers. Loyalty from the Taco Bell fan community is based on listening and being part of the conversation versus a traditional one-way communication.  Authenticity has been the most-important tenet for success in social media for Taco Bell. Engaging Taco Bell fans in an active and honest dialogue and embracing fan feedback, whether negative or positive, has led to fans/followers becoming loyal brand evangelists and advocates. Recently, Taco Bell was named one of Slate.com's Big Money Facebook 50, which identified companies making the best use of Facebook/social media.

Danielle Wolfson
Senior Associate Manager, Taco Bell Interactive Marketing
Taco Bell, Inc.

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A SOCIAL MEDIA CAMPAIGN PAVES THE WAY FOR A TRADITIONAL MEDIA ENCORE:  EVERYBODY KNOWS SOMEBODY WHO LOVES A HONDA!
Even in this historically difficult automotive market, Honda owners continue to be among the most-loyal and devout owner group in the industry. A Facebook campaign that taps into Honda passion created an opportunity for a multifaceted marketing campaign, which has been highly successful on several fronts. America Honda Motor Co., Inc. will provide an overview of their Honda "Love" Campaign and Facebook site.

Tom Peyton
Senior Manager, National Advertising
America Honda Motor Co., Inc.
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General Session cont.

TURBO TAX - A CASE STUDY WHICH PROVES THAT SOCIAL MARKETING CAN DRIVE DIRECT SALES
TurboTax will present regarding its offline/online brand-response campaign, one of the largest in the marketplace. Grab a front-row seat, and see how TurboTax is connecting prospects with millions of happy customers. Can social media drive significant sales to an existing billion-dollar business? Learn how Intuit utilizes social to innovate for revenue growth. 

Christine Morrison
Social Media Manager
Intuit Inc.

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WELLS FARGO - LAUNCHING A SOCIAL MEDIA INITIATIVE IN THE MIDDLE OF A FINANCIAL CRISIS
Wells Fargo will discuss how they launched their service-oriented "Ask Wells Fargo" Twitter channel in the middle of the recession. Learn how Wells Fargo's social media campaign has evolved since its launch and how it has been mimicked by competitors.

Tim Collins
Senior Vice President, Experiential Marketing
Wells Fargo & Co.

Edward Terpening
Vice President of Social Media
Wells Fargo & Co.

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