Sneak Peak: A Rough Draft for 2015 eTourism Summit Agenda

eTourism Summit 2015

(Provisional Program)

Subject to change (probably several). Note: “i”=invited but not yet confirmed

Thursday, October 22, 2015

Three Tactical Workshop Tracks

Track 1: Content Marketing

8:45-9:30 am: The Budgeters Guide to Content Marketing Strategy

Ask three people to describe their content marketing strategy, you’ll receive three different answers based on what they can afford. Tourism marketers with three different leisure annual marketing budgets (excluding convention and meeting sales) describe their strategies.

  • Under $1M: Josh Collins, Digital Communications Manager, Visit Williamson County CVB
  • $1-3M: Mark Crabb, Chief Sales Officer, Sonoma CVB (i)
  • $4M+:   Justin Bresler, VP Marketing, Visit Denver (i)

9:30-10:30am: Social Media Driving Your Content Marketing. Takeaways that everyone needs to know about:

  • Facebook/Instagram: MMGY(i)
  • Twitter/Periscope, TBA
  • Pinterest: Enid Hwang, Community Manager, Pinterest (i)
  • SnapChat and Vine, TBA

Content Marketing Makeover:  eTourism Summit assigns staff to completely revise a destination’s content marketing and reports back on the results. Presenters TBA

10:30-11:00am: Break

11:00-12:00pm: Video Content That Rocks

  • Facebook vs Youtube Video: What are the key differences, which is most effective and what are the costs?  Presenters: Chris Adams, VP Research; Gray Lawry, Director of Media & Analytics, Miles   
  • What’s ahead in video marketing: Live Video Streaming, Meerkat vs Periscope   and what it means for travel marketers. Videos rule right now. Presenters: Brian Carr, Head of Travel, Twitter (i)
  • What Constitutes Shareable Video: Justin Watkins, CEO/Founder, Native KC (i)

12:00-12:30pm: How Blogging Has Evolved in the World of Content Marketing

  • The state of the blogging industry: Roger Wu, Co-Founder, Cooperatize.com
  • Panel of travel blogging influencers discuss the latest in the industry

12:30-1:30pm: Lunch on own

1:30-2:30pm: Influencer Marketing Part 2:

  • Finding Influencers Who Can Be Bought: Congress has proved that you can buy influence, that’s nothing new.  But now it’s wide open; influencers and brands can be purchased in a biddable auction format.  TBA
  • How to Create Your Own Influencer workshop. San Francisco Travel met with 40 influencers to discover new insights for their content marketing programs. Dan Rosenbaum, Sr. Manager, Content and Social Media Marketing, San Francisco Travel (i)
  • Creating a Value-Driven Model for Influencers: How much are they worth? TBA
  • The Great Instagram Take-Over: Hand over your account to cross audiences and followers, rewarding your most loyal fans. Teresa O’Neill, VP Tourism, Travel Oregon (i)

2:30-3:30pm: How Tourism Brands Are Measuring ROI on Content Marketing

  • Katie Paterson, Director of Marketing, Traakr
  • Katie Cook, Director of Digital Marketing, Austin CVB
  • Katie Harris, VP Marketing, Amelia Island CVB (i)

3:30-4:00 pm: Break

4:00-5:30pm:  Success Stories Come To Life

  • El Paso Uses In-App Facetime as Virtual Visitor Center: Bryan Crowe, General Manager, El Paso CVB
  • Albuquerque CVB takes to Social Media to Bust Myths: Tania Armenta, COO and VP Marketing, Albuquerque CVB (i)
  • Louisville’s LGTB Wedding Promotion: Creating the world’s largest wedding reception to coincide with Louisville Pride Week.

Track 2: Paid Stuff

8:45-9:30 am: Programmatic Buying For Dummies: Programmatic Buying101! Making Programmatic Buying Understandable and Affordable Understand what it is and how it works. Programmatic isn’t just a hot trend; it’s an effective, smart way to reach targeted and re-targeted audiences at optimized CPM costs in real-time. 

  • The Future of TV Advertising: Programmatic TV buying, connected TV and new ways it plays into the overall video landscape of the future.  TBA
  • The Future of Digital Radio Advertising: Leon Van Gelder, Regional VP, Pandora (i)

9:30-10:30am: The Newest Paid Media Tools and Features on the Leading Platforms

  • Facebook
  • Google
  • Twitter
  • Pinterest

10:30-11:00 am: Break

11:00-12:00noon: Which Vendors Should You Use When Building Your Tourism Marketing Sales Funnel. In its simplest form, tourism advertising means understanding which vendors fit into which stages of the sales funnel. Three independent media professionals provide recommendations on the leading vendors and publishers to use through the funnel.

Upper Funnel: Inspiration Stage: Gray Lawry, Director of Media & Analytics, Miles;  Programmatic: Rocketfuel; TripAdvisor; Digital Video Pre-roll, Radio, Awareness,  Native Advertising

Mid-Funnel: Research & Comparison Stage: Tania Leichliter, President,  AdGenuity, TripAdvisor, Adara, Rocketfuel, OTAs

Lower Funnel: Activation & Booking Stage: Plus email marketing to the right database. Tour operators/wholesalers; OTAs, Travelzoo, FacebookChris Herring, Director of Digital Marketing, BarkelyREI (i)

12:00-12:30pm: What’s Ahead in Content Discovery Engines: Taboola and Outbrain. How successful are they at driving incremental traffic to your website and what should you pay? Presenter TBA

12:30-1:30pm: Lunch on own

1:30-2:30pm: How to Use Analytics: Understanding Newest Features of Google Analytics and Facebook Insights

2:30-3:30pm: Using Facebook as an Advertising Tool: Not for Beginners. Mid-level Facebook users learn about more advanced features: Look-Alike clones, Custom Audiences, Power Editor and Atlas to generate more conversions and revenue, and measure via new paid features on Facebook and Instagram.

Martin Stoll, CEO, Sparkloft Media

Debate: Humans vs Robots 

  • Humans: We’re Not Dead Yet: Humans provide ideas, interpretation, creative impetus and the intuition that drive all those clicks. As Albert Einstein said, “Not everything that counts can be measured and not everything that can be measured counts.” Presenter: Damian Bazedona, CEO, Situation Interactive (i)
  • Robots: Data Doesn’t Lie: Marketing science has great measurable technology behind it. Presenter: Cree Lawson, Founder, Arrivalist 

3:30-4:00pm: Break

4:00-5:00pm: Native Advertising Smackdown:

What happens when you invite the leading native advertising providers to explain how their technology delivers in real-deal, straight-up, no jargon, no buzzwords, plain English? You’ll find out when we pit four competitors against each other with some tough questions and topics. Jay Freedman, C.R.O. Nativo;  Ryan Bifulco, Founder/CEO, Travel Spike; Madden Media TBA

The Cross-Device Marketer: Understanding how to deliver the same message on mobile, tablet and desktop.  TBA

5:00-5:30pm: Success Stories Come To Life: Real life examples of successful campaigns and the people behind them. TBA

Track 3: Attractions + Experiences + Tours

8:45-9:30am: Search Marketing 101: The basics of a good search marketing program that works for desktop and mobile including both SEO and SEM.

9:30-10:30am: Content Marketing for Attractions: Hate Us on Yelp and TripAdvisor: Latest strategies to manage your online reputation TBA and Three Attractions Discuss their Content Marketing Strategy TBA

10:30-11:00am Break

11:00-12:00noon: To Dream the Impossible Dream…Can We Measure Incremental Sales for Tours and Attractions? “Did my marketing efforts create new sales or would the customer have purchased anyway?” is the Holy Grail of attraction marketing and sales. Is attribution modeling the answer?  Presenter: TBA

12:00-12:30 pm: Are Apps So Fourscore and Seven Years Ago? A Great Debate.  Presenters TBA

12:30-1:30pm Lunch on Own

1:30-2:30pm: In a Pinch Smackdown: What Drives New Sales When You’re Behind Plan: We’ve all been there, sales are lagging behind budget and we need to boost them fast or we’re going to have to answer to the boss. We “give” four leading vendors $25K each and ask them how they would use it most efficiently. 

Invited vendors include: Seth Forman, Head of Destinations, Travelzoo; Michael Flood, SVP Business Development, Dunhill Travel Deals; Sarah Pastor, Manager, Living Social; Global Accounts; Groupon, TBA

2:30-3:30pm: Kitchen Sink: Part 1: Presentations on topics that everyone will want to know (but we weren’t sure where they go)

  • Geo-fencing: Using iBeacon technology to rope off a digital area within which to market offers
  • Email marketing in the 21st Century: Still the primary workhorse of every marketing campaign, an expert from Constant Contact will discuss ways to update preferences and integrate e-mail marketing into your content marketing plan.  Presenter TBA

3:30-4:00pm: Break

4:00-5:00pm: The Kitchen Sink: Part 2: More topics that we can’t find anywhere else to place

  • Meeting Planner Marketing:  Don’t Call Us, We’ll Call You! Meeting planners don’t want to hear from you unless they need you. But, through training and relationship-building your staff can work this space. Thought leaders use a combination of paid and free tools to win their hearts.  Jennie Cini, Head of Travel, LinkedIn (i); Mya Surrency, Principal & Chief Marketing Officer,Digital Edge Marketing 

5:00-5:30pm: Success Stories Come To Life: Three Effective Digital Campaigns-Attractions: Presenters TBA

Friday, October 23, 2015

General Session

9:00-9:20am: State of the Digital Millennial Traveler: John Mangano, Head of Travel, Comscore

9:20-9:35 am: Trends in Video Marketing For Travel: YouTube Research Reveals: Tourism Marketers Should Focus on the “Three H’s: Hero, Hub, and How To: Betsy Vankula, Head of Travel Industry, Google (i)

9:35-9:50 am: The Latest Trends in Mobile for Tourism Marketers: Christine Warner, Head of Travel, Facebook (i)

9:50-10:05am: Twitter and Periscope: How Travel Marketers are using Live Streaming to Increase Visibility and Engagement: Brian Carr, Head of Travel, Twitter (i)

10:05-10:20am: Can This Algorithm Write A Better Blog than You? Alice Robbins, Head of PR, Quill –an advanced natural language generation software that creates data-driven communications at scale.

10:20-10:35am: How to Be a Content Marketing Hero: GoPro is the leader in developing content marketing that resonates for both excitement and effectiveness: Zander Lurie, Sr. VP-Media, GoPro (i)

10:35-11:05am: Strange Bedfellows: Airbnb Executive Takes the Stage with a Hotel GM: Chip Conley, Head of Global Hospitality and Strategy at Airbnb, has agreed to share the stage with a hotel general manager to discuss ways they can co-exist. Conley was the founder of JDV Hotels, now in charge of training Airbnb hosts how to act more like a hospitality company.  Presenters: Chip Conley, Head of Global Strategy, Airbnb in conversation with James Lin, General Manager, Omni Hotel, San Francisco (i)

11:05am-11:25am: Break

11:25am-11:45am: Steal These Ideas: TBA

11:45-12:00pm: Who Has the Best Mobile Website?  We’ve asked the User Experience gurus at Destination Analysts to conduct usability tests with consumers on the mobile websites of 24 attendees. “The envelope, please…”Erin Francis Cummings, President & CEO, Destination Analysts

12:00-12:30pm: Are Travel Brands Facing the End of Monogamy? Ten years ago tourism brands had one main agency of record. Then, they outsourced media buying to a specialist agency and later, digital marketing to yet another agency. Now they are farming out individual campaigns and projects to a variety of external vendors. How do they juggle so many vendors?

12:30-1:20pm: Bright Shiny New Objects: Promising New Products, Tools and Apps

  • Pictyear: Build a Collaborative Photo Album with up to 20 friends
  • Bandwango: Enables DMOs to create and manage digital visitor passes, deals
  • YouVisit: Virtual reality as an App
  • Travelmyth: We are pleased to introduce the founders, a dynamic Athens-based duo recently featured in the Sunday New York Times
  • VipeLine: Enables users to record videos from your website

1:20-2:50pm: Luncheon Sponsored by Expedia

3:00-5:00pm: eTourism Summit Speed Dating Sessions

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