Moving beyond creating brand awareness on social media sites: How to generate extra leads, turn interest into bookings and make money. www.eyefortravel.com/social-media?t=scribd http://www.eyefortravel.com/?t=scribd
Don’t get left behind – Find out how these industry leaders are profiting from social media Moving beyond creating brand awareness on social media sites: How to generate extra leads… turn interest into bookings… and make money Create a social media strategy that leverages your marketing spend Learn how to measure and monetize your social media choices Discover how to profit from mega-sites like YouTube, Facebook, Bebo and Twitter Reach out to specific audiences on niche sites Align your search strategy with your social media campaigns Understand how the semantic web is going to impact your business Target business travelers through social networks Engage with the new generation through social networks and mobile technology Researched and Organized by: Part of EyeforTravel’s Sales and Marketing Series March 10-11, 2009, Hotel Nikko, san Francisco Get Practical Advice on Harnessing the Power of Social Media Register before January 16 to save $300! How Easily – and How Fast – Can You Monetize Your Social Media Projects? Social Media Strategies for Travel Open Now to view the Full Conference Agenda and Expert Speaker List
Transcript
Don’t get left behind – Find out how these industry leaders are profiting from
social media
Moving beyond creating brand awareness on social media sites: How to generate extra leads… turn interest into bookings… and make money
Create a social media strategy that leverages your marketing spend
Learn how to measure and monetize your social media choices
Discover how to profit from mega-sites like YouTube, Facebook, Bebo and Twitter
Reach out to specific audiences on niche sites
Align your search strategy with your social media campaigns
Understand how the semantic web is going to impact your business
Target business travelers through social networks
Engage with the new generation through social networks and mobile technology
Researched and Organized by:
Part of EyeforTravel’s Sales and Marketing Series
March 10-11, 2009, Hotel Nikko, san Francisco
Get Practical Advice on Harnessing the Power of Social Media
Register before January 16 to save $300!
How Easily – and How Fast – Can You Monetize Your Social Media Projects?
Social Media Strategies for Travel
Open Now to view the Full Conference Agenda and Expert Speaker List
Learn from the travel trail-blazers who’ve discovered what you really want to know: How to monetize social media
Social media. everyone’s talking about it. Most of us are actively taking advantage of it to keep in touch with friends, family and business contacts. Barack Obama’s campaign team has been everywhere online – YouTube, MySpace, Flickr, Twitter and Facebook – delivering a masterclass in turning Web 2.0 opportunities to profitable advantage. But what about the travel industry? Is social media a must-have element of your marketing strategy? Or is it more of a dispensable luxury at a time of economic crisis?
One thing is for certain: Social networks are here to stay. The top five sites’ 370 million users are increasing by the nano-second. And Hospitality eBusiness Strategies reports that 38% of American internet users – 72,000,000 people – use a social media site at least once a month.
All well and good.
But today’s savvy marketer is concerned with the measurability and return on investment of campaigns. With budgets coming under increasing pressure, social media needs to be more than just a fascinating experiment: It must prove its worth.
Last year’s inaugural Social Media Strategies for Travel USA Conference was a huge, sell-out success – and well ahead of the curve. Back then, we were focused on the potential of social media to raise brand awareness.
But now it’s all about making money.
And that is why this year’s event – back by overwhelming demand – will focus beyond simply establishing a presence and a platform for communication and boosting brand awareness.
Instead, our speaker faculty, which includes senior figures from TripAdvisor, Lonely Planet, Bebo, Priceline, Walt Disney World, LinkedIn, InterContinental Hotel Group, realTravel STA Travel, Marriott International, TripIt and many others, is ready and waiting to give you a definitive how-to guide of social media monetization.
Together, they will share their up-to-the-moment, hands-on experience of how best to use social media to:
• Generate leads
• Drive traffic
• Boost conversions
• Create new and additional sales.
In other words, by attending this Conference you’ll hear best practices from innovative travel companies that have cracked the social media nut and have real case studies, best practices and analytics to discuss.
They will give you the mechanisms to generate leads and in turn, generate positive ROI. They’ll show you how to lay out clear objectives and proven metrics and reap the rewards of social media.
All of which is easier said than done!
When you come to scrutinize the Conference Agenda, you will see it reflects one clear truth about social media: Unlike other areas of the Web, social media is not just another channel for promoting your corporate content. People go to social media sites to share information with their friends and contacts. They don’t come to hear your standard marketing pitch. But equally, they set great store by what their peers have to say about you.
All of which means the challenge for the travel industry is to decide how best to participate in the social media space – and how to build relationships. How can you, as a user, involve people with the travel experiences you have on offer? How can you share your professional expertise to help people meet their personal travel goals and ambitions? And what can you offer via social media that they won’t find through any other channel?
As the Conference Sessions unfold, you’ll be able to identify your social media objectives – and clarify how these fit into your overall marketing strategy. Are you looking for increased website
traffic? Generate buzz for a brand? Or for a specific campaign?
You’ll learn how to focus your social media initiatives in the places where paybacks are easiest to achieve. Should you, for instance, add a social network to your site and build your own community? Commit serious budget to your own blog? Focus exclusively on travel-biased social media? Or aim to become a big fish on the site of one of the major players? We’ll walk you through the pros and cons of each option, giving you the knowledge and know-how to make informed choices, and develop a social media plan that delivers the result you’re seeking.
Equally vital, you’ll find out what metrics apply to your goals, and understand how to get them in place, to measure success.
By the time the Conference draws to a close, you will have a clear understanding of the role of social media within your overall marketing strategy. You’ll have your finger firmly on the pulse of how social media is impacting the way people buy travel – and the facts and figures you need to make a strong business case for investing in social media, even during an economic crisis.
This event isn’t just about sharing success stories. It’s about the practicalities of monetizing social media. It’s about avoiding pitfalls and overcoming problems. It’s about networking with your peers and discussing areas of common concern. It’s about invaluable insights and travel-specific case studies that will profitably inform your own social networking and user-generated content strategies in the months ahead.
reserve your place today.We look forward to seeing you in San Francisco 10 – 11 March 2009.
Register Online Now at: www.eyefortravel.com/social-media
“A great summary of how social media affects travel professionals. Nice
presentations from across the travel industry. Plus excellent case-studies!”
Sophie Gonin, Marketing Manager, Virtualtourist.com
“The best Conference I have ever attended. I have never walked away with
so many items for action and ideas for improvement. It’s exciting to be part
of the travel market during this time of incredible change”
Alex Orson, Manager e-Commerce, Hyatt Hotels and Resorts
“Only EyeforTravel events deliver such a huge amount of quality information in
such a short amount of time”
David Meier, AVP, Product Development, interval international
USE SOCIAL MEDIA TO:
Strengthen your brandImprove customer relations
Drive traffic to your websitesSTART GENERATING EXTRA REVENUE
day One: Tuesday March 10, 9am – 5pm
Start Profiting from the Social Media Revolution Now
For more information call Sinead on +44 (0) 207 375 7228
Chairman: John Burns, President, Hospitality Technology Consulting
SESSion 1: PrESEnTaTionS anD PanEl:
Case studies on social Media: How to Measure – and Monetize – your Campaignsprofit from the experiences of companies that have used trial and error to discover what works best… and what pays best• Whichsocialmediastrategiesreallydriverevenue?• Whatdatadoyouneedtounderstandhowwellyour
• IntercontinentalHotelsusethenumberofroomnights attributed to social media as their metric. What shouldyoumeasure?Areyoumisaligningyourgoalswithyourmetrics?
• HayesandJarvisdoubledconversionsontheirwebsite by integrating Tripadvisor reviews. How easily can you create a one-stop-shop for your own customers–andhowprofitablecouldthisbe?
cassandra Jeyaram, PhD, Social Marketing Manager, InterContinental Hotels Group
richard Bonds, Executive Director, visitPA.com
Beatrice Tarka, CEO, Mobissimo
lisa Demoney, Director of Online Marketing, Joie de Vivre Hospitality
NetworkiNg Coffee Break
KEynoTE PrESEnTaTion:
Who is Really Making Money from social Media – and How?Benefit from listening to an renowned industry speaker speaker from the fastest growing global online travel agency• Whatconstitutesasocialmediacompany?• Whatisthe“right”revenuemodelforsocialmedia
companies & which travel industry organizations willpay?
• WhydoesTripAdvisordominatethelandscape? and why is there so little traction in travel-specific socialmediacompanies?
Glenn Fogel, Managing Director Corporate Development and International, Priceline
rouNdtaBle luNCh Break
SESSion 2: PrESEnTaTionS anD PanEl:
Profit from social Networking sites such as Facebook, youTube, Bebo and TwitterThe social media landscape is currently dominated by just a handful of mega-sites; for instance, MySpace was the destination for 76% of US social networking visits in 2008. In this session you will learn what the major playershavetooffer,intermsofcreatingareceptive–andresponsive–travelmarket.• Shouldyouconcentrateonyourownsocialnetworking
community or should you partner with generic social networkingsites?
• Socialnetworkingpagemanagement:Whatarethegolden rules of communicating promotions, driving webtrafficandgeneratingqualifiedleads?Andwhatshouldyouavoidatallcosts?
• Shouldyouconcentrateonlyonthemajorplayers?Ordo emerging and start-up social networks offer value too?HowdovarioussitescompareintermsofROI?Whohascriticalmasssofarastravelisconcerned?
Combine search and social Media to Drive Traffic to your siteSearch is probably your biggest online channel. This session shows you how to realize the massive potential of aligning your search strategy with user-generated reviews and social networks.• WhatcanyoulearnaboutsearchfromUGCand
• Findouthowthewebisbecomingmoreintelligentaswe move into the new, semantic era. How can you use the semantic web to deliver even better results from yoursocialmediacampaigns?
• Carnival’sbloghasattracted3millionvisits.Areyoudoing everything possible to drive relevant traffic from blogstoyourwebsite–andincreaseyoursearchenginerankings?
• PodcastingNewsreportsthattheaverageAmericanwatches at least two videos online every day. How can photos and videos help your business climb higher in thesearchenginerankings?
Scott McNeely, Director of Consumer & Affiliate Web, Viator Inc.
JoinT PrESEnTaTion:
spotlight on the semantic Web: How – and When – Will your Business be affected?a glimpse into the next phase of the internet… will it be as important as social media?
leverage Brand advocates in a World Where Consumers select Which Brands they Choose to Engage WithCaseStudy:SeehowWaltDisneyWorldisdeploying separate social media ventures to drive sales
Duncan Wardle, VP Global PR Integration & Walt Disney World Public Relations, Disney Parks and Resorts
PrESEnTaTion:
How Can Traditionally Offline Brands Take advantage of the social Media Revolution? Find out how lonely planet are transforming apredominantlyofflinebrandintoamulti-media offering with a dynamic online social networking community
• HowareLonelyPlanetinspiringandenabling travelers to connect with the world andeachother,everyday?
• Findouthowtocombineauthoritativecontent, community insights and the best content from the web
Matthew cashmore, Innovation Ecosystem Manager, Lonely Planet
NetworkiNg driNks reCeptioN
day Two: Wednesday March 11, 9am – 3pm
JoinT PrESEnTaTion:
Find out how Business Travelers are Using social Media and Online Travel ToolslinkedIn is the largest online professional network in the world. TripIt powers the My Travel application on linkedIn, which is one of the first social travel tools targeted at business travelers. In this presentation you will learn from these two companies how business travellers are utilizing Web 2.0 services at work.• Findouthowbusinesstravelerscanproductively
use social travel services at work• Seehowsocialcontent,advertisingand
applications each offer different benefits for business travelers
• Discussthefutureofbusinesstravel,socialmediaand Web 2.0 with expert speakers, directly involved in this movement
lucian Beebe, Director Product Management, LinkedIn
Gregg Brockway, Founder and CEO, TripIt
rouNdtaBle luNCh Break
SESSion 4: PrESEnTaTionS anD PanEl
Boost your Conversion Rates: The importance of Niche MarketingHear from travel companies that are successfully advertising on niche social media sites and learn from their most recent experiences • Howmanynichesitesareoutthereforyou
• Whatarethemostpracticalwaystoexploitnicesocialnetworkingsitesandblogs–and ensure you get motivational messages across to specific groups of potential customers?
• Socialnetworksarealreadyaninvaluable,permanent method of communication, especially for the young. So what should you be doing right now to tap into the future demographic?
• Canyoueverbetooniche?Howtargetedshould your message be to get the best ROI?
Maximize your Brand’s Exposure to the social Networking and Mobile generation Today’sgenerationusebothmobileandsocialnetworks as easily as they breathe. How can youcashin?• Theyearofthemobilehasbeenpredicted
for years. How far away are we from full-scale adoption and the opportunity for the travelindustrytoparticipate?Andwillmobileonlysucceedpost-recession?
• Whyisitsovitaltodevelopastrategythat pairs up social networks with mobile communications?
• Geo-targetingandrelevantlocalcontent:can they help you exploit mobile as a last-minute marketing tool that generates additionalrevenue?
Speaker for this session to be announced, check www.eyefortravel.com/social-media
KEynoTE PrESEnTaTion:
What Exactly is social Media… and Can it Help you sell Travel Online? Experiences, observations and predictions from one of the largest global online travel companies • HearhowOrbitzhasusedinnovative
• Findouthowtousemobiletechnologytoreach out to your customers
• Howcanyourewardcustomersandcreate incentives for them to contribute content?
Frank petito, SVP Corporate Development, Orbitz Worldwide
SESSion 3: PrESEnTaTionS anD PanEl
social Media Marketing: Why a Holistic approach Pays DividendsSouthwest airlines is a heavy user of linkedIn. The company also has its on blog “Nuts about Southwest” - which has attracted 1 million visitors - plus they have a presence on major social networking sites, Faceboook, Twitter, YouTube and Flickr.
• Whatcanyoulearnfromtravelcompaniesthat have taken a holistic approach to socialmedia?
• Howcanblogs,photosharingandsocialnetwork pages work together to leverage yourownbrand’sonlinepresence?
• Shouldyousingleoutonesocialnetwork,such as Facebook, or do you need to work with all the major social networking sitessimultaneouslytogetresults?
• Isitbettertosetseparategoalsforeachportionofyoursocialmediacampaign?or should you also take a holistic approach when it comes to setting targets?
Jeff Hanson, Regional Director of Marketing & eCommerce - Western Region, Marriott International
Jeremy Jameson, Corporate Strategist – Strategic Planning, Southwest Airlines
Juston parker, President, Parker Hospitality Group
kevin Fliess, CEO, TravelMuse
NetworkiNg Coffee Break
For more information call Sinead on +44 (0) 207 375 7228 Secure Your Place Today at www.eyefortravel.com/social-media
Target Specific Audiences Through uGC and Social Networks
Benefit from Ample Networking Opportunities
OnLIne COnTACT CenTer: Our online system will be up and running before and after the event so you can make initial contact with the other delegates and catch-up with the people you missed
neTWOrKInG reCePTIOn: Being held in the exhibition hall on day one, this informal environment is the perfect opportunity for you to see the products on offer, meet your fellow delegates and discuss the issues that have been raised
COFFee AnD LUnCH: The backbone of your networking; you’ll be able to cement new relationships and discuss future business opportunities during our lunch and coffee breaks.
InFOrMAL ATMOSPHere AnD IDeAL VenUe: This is an intimate conference so if someone is there, who you would like meet, you are guaranteed to find them and exchange business cards. The Hotel Nikko is conveniently located downtown, which means that you are ideally placed for post-conference meetings and experiencing all that San Francisco has to offer.
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March 10-11, 2009, Hotel Nikko, san Francisco Social Media Strategies for Travel
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This report will provide you with up to the minute data and strategic analysis of the US online travel market. Incorporating an overview of the market, as well as detailed sector analyses which uncover trends of airlines, hotels and intermediaries, plus an insight into leading companies, this report will help you to strategically position your company. Exploring historical data from 2002 and looking forward to 2010, this is an essential source of market intelligence that will enable you to define your online strategy for 2009 and beyond.
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“Four weeks of research accomplished in just two days! Fantastic overview of some of the key players in this space”
Beckie Watson, VP New Business Technology, travelport
“I have never attended an EyeforTravel event before, but will definitely attend
another. The speakers were well versed and the topics diverse. A great
event all round”
Jay Jenkins, Product Manager, iHG
“This event was right on target. It delivered information on a very
important topic at a critical time for the travel industry online. I can’t wait
to attend next year”
Ken Knecht, Interactive Media Specialist, Meringcarson
“The best organized conference I have ever attended. At EyeforTravel events you get a lot more than you expect”
Amy Zhu, VP Business Development, Wentrip
Call the Booking Line on +44 207 275 7228 to Reserve Your Place Today!
Social Media Strategies in Travel is the only travel-specific conference to give practical advice on exploiting the social media phenomenon. At this event you’ll have the opportunity to meet a cross-sector of the travel industry – all with one common interest – monetizing social media.
This is a great opportunity for you to meet with, and network with, the leading minds in travel marketing. Last year, the conference attracted the true innovators in online travel from some of the world’s most profitable travel companies. Just have a look at the breakdown of our previous attendees…
Part of EyeforTravel’s Sales and Marketing Series
March 10-11, 2009, Hotel Nikko, san Francisco
Register before January 16 to save $300!
Social Media Strategies for Travel
Harness the Power of Social Media to Reach New Customers
Benchmark your strategy against these major UGC sites, online agencies, search engines, suppliers and industry gurus –
just imagine what you could learn…
Glenn Fogel, Managing Director Corporate Development and International, Priceline
cassandra Jeyaram, PhD, Social Marketing Manager, InterContinental Hotels Group
kristen celko, VP Marketing, STA Travel
Mark charkin, VP Sales, Bebo
lucian Beebe, Director Product Management, LinkedIn
Duncan Wardle, VP Global PR Integration & Walt Disney World Public Relations, Disney Parks and Resorts
lisa Demoney, Director of Online Marketing, Joie de Vivre Hospitality
