1. Proudly Endorsed by
The Social Media &
Tourism Forum
Content-Strategy-ROI…
16th – 17th Nov 2011
Southern Sun Grayston, JHB, South Africa
This is it! The Social Media & Tourism Forum that will enable a networking platform for the much-needed
conversation on the potentials social media has for changing the face of tourism in Africa. Our array of speakers
will present key case studies, solution driven, practical and engaging presentations, that will intrigue, inspire
and challenge delegates, even as social media transforms our every day way of doing things! This forum will
demystify and simplify the juicy bene ts of Social Media to the hospitality, travel & tour industry! Amongst
other key bene ts, this forum will give you...
• Detailed understanding of how to formulate an engaging social media strategy for the hospitality, travel &
tourism industry
• Grasp of relevant and appropriate social media and social networking platforms for driving growth in the
tourism industry both domestically and internationally
• International best practice for doing hospitality, travel and tour social media and digital marketing
campaigns right and keeping it right!
• Insights into relevant web analytics and SEO optimization!
• Appreciation of the juicy bene ts of Social Media for Tourism from an ROI perspective.
• A practical “how-to” guide of using social media for proactive and engaging hospitality, travel & tourism
reputation management & crisis communication!
Forum Presenters
Mike Saunders: CEO - DigitLab
Kay Walten: President & CEO - Kay Walten Group, USA
Akanksha Goel: Chief Enthusiast - Socialize, Dubai
Marvin Tumbo: Founder - Social Light Media, Kenya
Janalyn Froese: Online Marketing Manager - Singita Game Reserves
Wesley Lynch: Founder & CEO - Realm Digital
Steuart Pennington: CEO - South Africa The Good News!
David Ryan: Managing Director - Rhino Africa
François Muscat: Internet Marketing Consultant - WSI
André Strauss: Digital Strategist - Tisco Media
Angus Robinson: Executive Creative Director - Native
Jacques Maritz: JM Media Facilitators
Ruth Ibrahim: Co-Founder & Managing Director - Yellow Mesai, Tanzania
Maggie Verster: Social Media Enthusiast
For more information sponsorship & exhibition, please contact
Ola Odejayi: (ola@gptrainingsa.com, +27 72 550 0562)

2. The Social Media & Tourism Forum
Who will you meet?
Forum Motivation!
• Tourism Professionals
From Cairo to London, Social Media is fast changing the way we • Tourism marketing staff
engage our world and interact with each other. Media has gone digital • Tourism Strategists
and everyone is a participant. Communication options are exploding and • Travel & Tourism Professionals
information, comments, reviews are instantly and universally available. • Hoteliers
• Lodges and Game Reserves
With the growing popularity and acceptance of social media and social
• Tour and Safari Operators
network platforms, the voices of visitors and tourists have never been • Destination Managers
more powerful. In fact, what visitors and tourists have to say about your •
brand using social networks is in many ways gaining more credibility • Tourism Associations and Authorities
than advertisement. Once on the Internet, these reviews and comments • Digital Marketers
have the potential of spreading virally in an instant! • Social Media Strategist
• Bloggers and Content generators
effect on the hospitality, travel and tourism industry. For the hospitality,
travel and tourism industry, social media platforms are becoming acceptable
and unique avenue to promote brands and services, engage visitors &
tourists…! Howbeit, the truth is that this emerging social media digital
interactive culture presents the tourism industry with both huge challenges
and exceptional opportunities. The plethora of options and fragmentation
future of the hospitality, travel and tourism industry will be greatly and
Social Media! Therefore, we need to respond
practically to challenging questions such as:
•
media and social networks to achieve desired visitor experience, drive
domestic tourism growth and increase global competitiveness?
• What should the strategy, the message, the channel and processes
be?
• Is it worth it? What is the return on investment and how do we
measure success?
This Social Media & Tourism Forum will bring together a pool of
innovative and savvy experts both within and beyond the tourism
industry, who will provide insightful and practical guide to developing
a successful and rewarding social media strategy for the hospitality, Join the conversation on twitter: #smtourism11
travel and tour industry! Don’t miss it!
Ola Odejayi (@olaodejayi)
Programme Director
Don’t miss the
+27 11 781 6222 Post-Conference
+27 72 550 0562 Workshop - 18 Nov 2011
ola@gptrainingsa.com
GLOBAL PROSPECTUS TRAINING (PTY) LTD. - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.mustardseedcreations.co.za Legal - DA Morris & Associates

3. The Social Media & Tourism Forum
Forum Agenda - Day One
12:00 - 12:45 >> Angus Robinson: Executive Creative
8.00 >> Registration/Refreshment/Connect Director - Native
Demystifying social media threats to Tourism!
8:45 - 9.00 >> Introduction/Welcome (Forum Angus will present on:
Moderator) • Why integrated communications are the way forward
• Moving from a closed brand to an open experience
9:00 - 9:30 >> SA Tourism - Opening Keynote: • Case studies to represent how social media, mobile and
Social Media & Tourism - A Strategic Imperative! other digital channels have fundamentally changed
campaigns
9:30 - 10:15 >> Steuart Pennington: CEO - South • Using social media and digital channels to deliver
Africa The Good News! experiences before, during and after travel
Steuart will provide an overview of Africa & South African 12:45 - 13:30 >> Network Lunch!
global competitiveness from a tourism perspective. He will
focus on: 13:30 - 14:15 >> Janalyn Froese: Online Marketing
• SA’s Global Ranking in the premier League of Nations Manager - Singita Game Reserves
• Where SA does well/poorly Developing a Tourism Social Media Strategy - A
• Where SA has improved the most/slipped the most
Practical Case Study!
• SA’s Tourism Scorecard
• Africa’s growing competitiveness
14:15 - 15:00 >> Wesley Lynch: Founder & CEO
10:15 - 10:30 >> Chat/Tea/Coffee/Snacks - Realm Digital
10:30 - 11:15 >> Mike Saunders: CEO - DigitLab using Facebook Applications
Social Reinvention - How will your business survive Wesley’s presentation will focus on:
• Identifying the latest social channels and platforms for
the social revolution? your business
Social Technology has thrown many businesses and industries • Exploring Facebook Applications
• Web Engagement Management – (Increasing fan
engagement through Social Media)
platforms and a change in social interactions have business in • Various Case Studies – How to use Facebook applications
a spin to keep ahead of the game and protect their competitive effectively!
advantage. The fact is that today’s competitive advantage
won’t be tomorrow’s. The Internet and social technology will
make sure of that. Customers are beginning to choose a digital 15:00 - 15:45 >> François Muscat: Internet Marketing
platform (e- commerce, social media or crowd-sourcing and Consultant - WSI
group buying) to purchase from, search for and comment about Travel & Tour multi-media - Participate to be Popular
your company. The interesting truth is that you can no longer • Your multi-media travel strategy
ignore this business shift. Mike’s presentation will help you • Segmenting your market
understand how you can reinvent its products, systems and • Creating your content strategy mix
processes to successfully transition to a new world of social
technology and social media. 15:45 - 16:00 >> Chat/Tea/Coffee/Snacks
11:15 - 12:00 >> Marvin Tumbo: Founder - Social 15:00 - 15:45 >> Jacques Maritz: JM Media
Light Media, Kenya Facilitators
Social Networking or Social Notworking? - Tourism “Traditional Media vs New Media”— Optimizing the
and the Social Media Landscape! power of media to drive hospitality, travel and tourism
There is a thin line between social networking and social industry success
notworking. Many have launched social media campaigns Ever wonder whether new media (i.e. on-line media) will
but only few have achieved the hallmark successes of social
networking. The question then is how do we leverage the
the answer is two-fold. First, is understanding that social sort of questions. Jacques will provide practical insight into
networking is fundamentally not about the social technologies traditional mass media and the how the media functions. He
that power it but rather the social/conversational culture that will help you understand what you need to know and do, as
companies adopt in this increasingly social space; and Second, a participant from the Hospitality, Travel & Tourism Industry
it involves a dynamic combination of strategy, leadership, and in terms of leveraging & optimising media exposure. You will
execution. Martin will give you practical tips for engaging get better understanding of how to optimise certain new media
social media and insights into blogging, twitter and a host of aspects, how to compile media data and how to access the mass
other social media platforms. media for maximum hotel, travel & tourism success!
Forum—General Discussion & Delegates’ Inputs
GLOBAL PROSPECTUS TRAINING (PTY) LTD. - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.mustardseedcreations.co.za Legal - DA Morris & Associates

4. The Social Media & Tourism Forum
Forum Agenda - Day Two
8.00 >> Refreshment/Connect/Network 13:30 – 14:15 >> François Muscat: Internet
Marketing Consultant - WSI
8.45 - 9.00 >> Welcome & Day One Recap Crisis communication in the era of Social Media!
(Forum Moderator) • 8 Steps to handle a crisis
• Nothing is local anymore
9:00 - 9:45 >> André Strauss: Digital Strategist • How to survive the crisis
• Online PR strategies to diffuse the situation
- Tisco Media • How to use Social Media in crisis
Web Analytics & Optimization for Hotel, Travel and • Do it now - Your blog is your pressroom
Tour Industry • Claim your social properties: Use them to your
advantage
9:45 - 10:30 >> Kay Walten: President & CEO • What employees need to know about Social Media
- Kay Walten Group, USA • Listen to everything with your River of Information
Tourism Content Marketing- The Medium & Message
in the Age of Participation 14:15 – 15:15 >> Akanksha Goel: Chief Enthusiast
Kay will present a practical and insightful presentation - Socialize, Dubai
on how social networks have changed ownership of Social Media best practices for event and festival
promotion!
much as by the brand owner. Using this change to your Social media has become an important part of any festival
or event. Practices like streaming feeds from Twitter
strategy. Different social networks invite different degrees or providing text-to-screen commentary lets audiences
of participation and messages. This presentation will help participate in events and allows brands to collect feedback.
you understand how to utilize user-generated messages to However, there also exist the perils of potential negative
your advantage to grow your business and market your feedback exposed to thousands of visitors. This session
destination. explores way to handle negative publicity risk & easy to
use tools that can be leveraged to enhance a visitor’s event
10:30- 10:45 >> Chat/Tea/Coffee/Snacks experience. Also drive innovation in event marketing
as the speaker deep dives into global case studies & best
10:45 - 11:30 >> Marvin Tumbo: Founder - Social practices.
Light Media, Kenya
“imeasure”- Tourism + Social Media = ROI? 15:15 -15:30 >> Connect/Tea/Coffee/Snacks
It is proven that Social Media delivers Return On Investment
and Jason Falls puts it best when he writes, “Eyeball 15:30 - 16:15 >> Maggie Verster - Social Media
for eyeball social media delivers more cost-effective Enthusiast
impressions, clicks, and site visits than any commercial, pay- Staying sane with/despite Social Media (SSSS)
per-click ad, or news article. Bank on that!” Social Media is How do you manage your brand’s social media strategy
word of mouth on steroids and when you add Tourism into across so many potentially important platforms without
the mix, what you have is a lot of conversation shared among
friends and with whole world at large about experiences in
your country, in your hotel, with your staff, good or bad. practically look at effective free tools and management
frameworks that can help you automate and amplify your
conversations about you are going on and will continue to efforts without losing focus on what is really important
is important to have clear metrics in terms of what social building relationships that sell your brand!
media is turning over in exchange for the investment in time
and resources both monetary and human. This presentation 16:15 - 17:00 >> David Ryan: Managing Director
will help you understand the metrics with which to measure - Rhino Africa
your social media investment from an ROI perspective. Social Media for Tourism Success Stories: Rhino
It will also enable you to better determining not only the Africa Safaris’ Case Study!
investment to put in, but also how to coordinate all your
social media activities for desired outcomes. General Discussion & Appreciation
11:30 – 12:45 >> Ruth Ibrahim: Co-Founder & Close of Forum
Managing Director - Yellow Mesai, Tanzania
The “pro-active” in Tourism Reputation Management
“In the age of digital participation, you
12:45 – 13:30 >> Lunch don’t just do di erent things, you do
things di erently”
GLOBAL PROSPECTUS TRAINING (PTY) LTD. - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.mustardseedcreations.co.za Legal - DA Morris & Associates

5. The Social Media & Tourism Forum
Post-Conference Workshop
Explore Tourism Social Media Marketing
18 November 2011
8:30 >> Registration & Morning Refreshment
9:00 >> Introduction & Welcome
9:10 >> The Marketing Mix
• Understanding the need for marketing
• Marketing tactics and options
• Marketing for tourism businesses and destinations
10:00 >> Social Media as marketing tool for Tourism
•
• What is social media and social media marketing
• Review of effective social media networks for tourism
11:00 >> Coffee/Tea/Snacks
11:15 >> Effective Facebook strategies for Tourism businesses
• Facebook for business
•
• Facebook plans and strategies for tourism businesses
12:15 >> Twitter for destinations and tourism
• Taking Twitter apart – what is it really and how do I use it
• Best practices for Twitter and how to make it work for you
• Using twitter in tourism
13:15 >> Discussion & Feedback
Meet the lead facilitator—Kay Walten
Kay is the President and CEO of Kay Walten Group, a North American Consulting Firm that focuses
on social media marketing for tourism businesses. Kay Walten Group works with tourism destinations
marketing plans. Kay has developed an Explore TourismTM Seminar series to empower tourism businesses
and destinations through marketing education, networking and collaborative information sharing that is
currently on tour in Mexico.
Media Partner
GLOBAL PROSPECTUS TRAINING (PTY) LTD. - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.mustardseedcreations.co.za Legal - DA Morris & Associates