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Use Social Media, Search, CRM & Rich Content to Drive Traffic and Boost …

Use Social Media, Search, CRM & Rich Content to Drive Traffic and Boost Conversions.

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  • 1. If SAu boo y o VEk bef €2ore 17 Sales and Marketing 00th Ju in Travel Summit Europe 2009 ly 13-14 October, Andels Hotel, Prague Use Social Media, Search, CRM & Rich Content to Drive Traffic and Boost Conversions Hear case studies and top tips from these leading travel brands Sandra Leonhard, Director Geraldine Calpin, Martin Verdon-Roe, Paulo Salvador, Iain Pringle, Head of Customer of Web Strategy & Business VP e-Commerce, Director of Sales, Europe, SVP CRM & Loyalty, Insight & Loyalty, The Mileage Development, TUI Hilton Hotels TripAdvisor Accor Group Company, British Airways Barbara Pezzi, Director Web Steven Taylor, Jesper Palmqvist, Director Ghislain D’Auvigny, Senior Director Digital, David Oliver, Marketing & E-commerce - eCommerce - EMEA | APAC, Commercial Director, Director, Marketing Swissotel Brand, Fairmont Loyalty, Partner Marketing, Wyndham Hotel Group Pierre & Vacances Group Starwood Hotels & Resorts Programmes, Hertz Europe Raffles Hotels International One Summit, Two Insightful Conferences Getting the most out of your marketing budget is 1 ONLINE MARKETING STRATEGIES IN TRAVEL a top priority for all travel Search, email, social networks, mapping, mobile… as the locations to reach your customers online become companies at this time increasingly diverse, how do you decide how to balance your marketing communications to get the This event will cut through the maximum return? hype and give you the real low down on which marketing trends 2 SOCIAL MEDIA STRATEGIES IN TRAVEL are just passing fads and which are valuable must-haves. Analyse the current rapidly changing social media and UGC landscape. Hear real-life case studies on how travel companies are using social media to NEW FOR 2009 their advantage Explore key themes in e-CRM & Loyalty. Save weeks of research – get all the Learn how to identify, target and retain your most valuable customers up-to-the-minute market information you need in just 2 days! OPEN NOW TO SEE THE FULL SUMMIT AGENDA
  • 2. Use the Latest Innovations in Online Marketing and Social Media to Cut Through the Noise and Target Your Most Valuable Customers So much has changed in the last year. The new But how can you measure the effectiveness of each and economic and technological landscape has altered every Euro that you spend? What new tools are available your customers’ wants, needs and expectations to you at little extra cost? What if precise measurements - forever. Travel marketers across the globe can’t be put in place? have been forced to re-examine their marketing uNdErSTANd A CHANGEd CuSToMEr strategies to survive. As your customers examine and SEPArATE THE Biz ‘What I particularly liked about the event scrutinise your products and services FroM THE Buzz was the range of speakers; each topic through new lenses you cannot afford to seemed to be covered from all sides, with ignore the importance of using the right According to a recent study by practical industry examples’ tools and media. EyeforTravel Research, 55.9% Michael Morrison, Visit Scotland of UK consumers polled said Search, email, social networks, content a user review had influenced publishers, mobile - the locations to reach their decision to purchase a your customers online have become travel product or service. Let’s face it. People love to talk increasingly diverse. This, combined with the fact that about travel – including your brand. Travel communities, your customers are harder to retain and the time they blogs and user reviews litter the Internet landscape. spend searching is now much longer, means it is critical If you are not a part of the conversation then your that you leverage “intelligent,” triggered communication competitors will be. approaches to engage, motivate and sustain customer interaction in all market environments. Less than a year ago most of us hadn’t even ‘The event gives a great opportunity to Don’t trawl a broader audience, focus on a keep my finger on the pulse as to what is tighter one - is the key message to marketers heard of Twitter, let going on in the online travel market. alone imagined how It’s also an occasion where you can today. Target your most valuable customers such a simple tool could network with senior people within the by identifying quick-win cross-sell and up-sell cause such a buzz. The travel industry’ opportunities and send relevant offers at the right social media skeptics Anneli ritari, Bigmouthmedia price at the right time. were still out in force, convinced that it was a A MuST-ATTENd EVENT passing fad. How wrong they were! This is the only event in the world to bring together Like it or not, social media is revolutionising the way we specific case studies from the travel industry on best communicate with one another, and with our customers. practices in online marketing, social media and e-CRM. It’s evolving into an essential tool for marketers to We’ve spoken to many innovative marketing and engage with and profile customers, generate leads and e-commerce leaders from the across the travel industry create brand stickiness. to ensure that this summit agenda is 100% relevant to your business needs. But with the plethora of social media tools and websites out there, how do you know which ones will add value The two ‘A great event to meet professionals to your business? And how much time, resources and co-located specifically from the travel industry money do you realistically need to achieve your conferences but more importantly to discuss topics desired goals? ‘Online Marketing relevant to web with those facing Strategies in similar opportunities and issues. Travel’ and ‘Social Very thought provoking!’ CAPiTAliSE oN A NEW ECoNoMiC rEAliTY Chris Knights, Choosetotravel.com Media Strategies And then there’s the issue of the rapidly changing in Travel’ will economic environment. Nine months ago we realised allow you to drill we were in for a tough ride. As panic set in budgets down to the specific areas of interest to your business. were slashed leaving travel marketers with high targets Our expert speakers are all travel professionals and to reach but with less money to spend and fewer know exactly what information you need to navigate the customers to chase. marketing minefields and lead you to higher revenues. Your budget is being scrutinised like never before and this greater emphasis on So what are you waiting for? Join us on accountability means that it 13-14 October in the beautiful city of ‘Well organized, well moderated event is essential that every cent with good, relevant presentations’ Prague – we guarantee you will go home of your marketing spend Mo Bulbrook, Cheapflights buzzing with new ideas to implement the proves its worth – relying on moment you return to your desk. gut instinct is not enough. Page 2 How many of your colleagues could benefit from these conferences? Pass this information on! Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com
  • 3. Network with the Best Minds in Online Marketing and Social Media from the Travel Industry NEW FOR 2009 Hear from these leading Focus on e-CrM & loyalty Strategies travel brands Follow this Key Theme throughout the 2 days Paulo Salvador, SVP, CRM & Loyalty, Accor Social Media and online Marketing Think Tanks Sandra Leonhard, Director of Web Strategy Join Interactive Discussion groups and have your say! & Business Development, TUI Martin Verdon-Roe, Head of Sales Europe, Hear Social Media and Twitter Case Studies TripAdvisor from the industry Sebastian Heinzel, CEO, tripwolf Separate the Biz from the Buzz Geraldine Calpin, VP e-Commerce, Analyse the Business Case for Social Media Hilton Hotels Amélie Bourgeois, Direct Marketing & Internet Director, Disneyland Paris Choose from Two Interactive Ines Verburgh, e-Commerce Distribution Manager, Visit Britain Conference Agendas Ghislain D’Auvigny, Commercial Director, Pierre & Vacances Group 1 ONLINE MARKETING STRATEGIES IN TRAVEL Richard Verhoeff, Director e-Commerce, Center Parcs Europe  Hear Top Tips from Hilton on How to Make Every Cent Malte Siewert, MD, Trivago of Your Marketing Budget Work Harder Steven Taylor, Senior Director Digital,  A Changed Audience - Understand How to Adapt to Loyalty, Partner Marketing, Your Customer’s Evolving Travel Purchasing Behaviour Starwood Hotels & Resorts  Learn How to Effectively Choreograph your Marketing Thorvald Stigsen, CEO, Momondo Communications for Optimal Results Barbara Pezzi, Director Webmarketing  Focus on Conversions – Take Home Simple Steps to & Ecommerce - Swissotel Brand, Convert Lookers to Bookers Fairmont Raffles Hotels International  Understand the Importance of Integrating Local David Oliver, Director, Marketing Content into your Online Marketing Strategy Programmes, Hertz Europe  Stay at the Forefront of Search Adam Healey, Co-Founder & CEO, Hotelicopter 2 SOCIAL MEDIA STRATEGIES IN TRAVEL Jared Salter, Founder, Joobili  The New Social Media Landscape – Understand the Role Paul Harrison, Managing Partner, that Social Media Plays in the Travel Marketing Mix Carve Consulting  Social Media Strategy – Set the Right Goals, Budget and Niki van Wijk, VP e-Commerce, Transavia Resources and Avoid the Pitfalls Iain Pringle, Head of Customer & Loyalty  User-Generated Content – Increase Customer Dialogue Insight, The Mileage Company, and Understand its Impact on the Purchasing Cycle British Airways  Examine the Relationship between Social Media, e-CRM, Jesper Palmqvist, Director eCommerce - and Brand Engagement EMEA | APAC, Wyndham Hotel Group  Social Media Metrics – Can the return on Social Media Wesley Put van den Beemt, Lecturer, and UGC be Measured Effectively? International Tourism Management, NHTV University of Applied Sciences  Driving Results – The Business Case for Social Media Terry Kane, Director of Digital Strategy, Pick and choose sessions from each conference track Jumeirah to create the perfect agenda to suit your business needs. Turn over for the full programmes! AND MORE! Group discounts available - get your colleagues involved! Page 3 Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com
  • 4. ONLINE MARKETING STRATEGIES IN TRAVEL CONFERENCE dAY 1: Chaired by Paul richer, Managing Partner, Genesys KEynotE – PrESEntatIonS and PanEl CaSE StudIES & dISCuSSIon A Changed Audience - Your • Maintain a laser focus on driving more Focusing on Conversions – Simple Customer’s Travel Purchasing targeted, sophisticated campaigns that Steps to Convert Lookers to Behaviour is Changing. What present consistent messages across Bookers Are You Doing to Adapt Your multiple channels • Coordinate your digital marketing If your customers are unable to find what Marketing Strategy? campaign (SEo, PPC, Social Media, they are looking for, or struggle with the There’s no doubt that the rapidly changing Display, etc) to provide a better ROI booking process, your competitors are just a macro-economic environment has had click away. a profound effect on travel consumer Spotlight on e-CRM behaviour across Europe. This, complied • Hear tried and tested examples from travel • In light of the new economic reality, don’t companies on how to convert lookers to with the arrival of a ‘new marketing age’ trawl a broader audience focus on a bookers where consumers are more informed than tighter one. Understand how can you • What is important to customers when ever and increasingly seek relationships with identify and successfully target your most researching, selecting and purchasing companies, mean that your customers are valuable customers and increase revenues holidays online? now looking at your product and services through new lenses. • Identify quick win cross-sell and up-sell • What content truly assists the customer opportunities within your current database purchasing decision? • With the biggest challenges come the biggest opportunities. Understand how the • Don’t overlook the task of acquiring new • How can you effectively track all the most savvy travel companies are adapting customers. Understand how to acquire customer’s online activity prior to their marketing strategy to retain existing new customers at little extra cost purchase and pinpoint what led to the conversion? customers, acquire new customers and • replace sporadic communication with gain market share your customers with true customer Spotlight on e-CRM • Analyse the current European competitive lifecycle management • What role does loyalty play in encouraging landscape. Which travel companies are • Dramatically reduce your cost-per-lead stickiness and increasing conversions? successfully engaging their customers by delivering highly targeted marketing • Does your website successfully address and riding through the downturn? What communications to specific segments different customer groups? What location- insights does this give into current based technologies can be deployed to Iain Pringle, Head of Customer & Loyalty European consumer behaviour? assist the personalisation process and Insight, The Mileage Company, • Ensure you are fully up to speed with the lead to conversions? British Airways latest trends in consumer behaviour, when CoffEE BrEAk it comes to purchasing travel online and LUNCH offline CaSE Study & dISCuSSIon • Understand which factors – price, CaSE Study and dISCuSSIon Improve the Performance of Your destination, online booking capability – are Email Marketing Campaigns Measure the Return on Your having the most impact on travel spend Marketing Spend – Understand In this hectic email marketing landscape, it’s and analyse where you should concentrate your marketing efforts How to use Marketing Analytics still very important to send precise emails Tools Effectively that resonate strongly with your readers. • What role does engagement marketing This means never overlooking any aspect of play in the new marketing age? At this crucial time, identify the holes in your campaign. Ghislain d’Auvigny, Commercial Director, your marketing strategy and avoid leaking valuable marketing Euros down the drain. • Email marketers need to be more targeted Pierre et Vacances Group and relevant than ever as they continually Jesper Palmqvist, Director eCommerce - • How do you put analysis at the core of your marketing strategy? strive to stand out. Consider how to EMEA | APAC, Wyndham Hotel Group balance design vs. audience needs • Get expert advice on measuring your CoffEE BrEAk performance to ensure all parts of your • Understand how to use site navigation marketing campaign are delivering optimal as part of your email design to keep the PrESEntatIonS and PanEl user experience consistent from email to return on investment Effectively Choreograph Your • How can you use data analytics to website to checkout Marketing Communications enhance your customer experience across • focus on transactional messaging and In today’s economic climate, it is critical that all your customer touch points? driving traffic to your web site organisations leverage “intelligent,” triggered • Web analytics – are you taking full • Understand how email can be used to communications approaches to engage, advantage of the simple, free tools drive social media campaigns motivate and sustain customer interaction in available to measure online performance? all market environments • Nearly 9% of European customers read • Where a reliable metric is not in place, emails via mobile devices. Ensure your • Search, email, social networks, content how can you decide on the effectiveness emails are ‘mobile friendly’ publishers, mobile…as the locations to of a particular marketing tool? reach your customers online become • Is true marketing accountability David Oliver, Director, Marketing increasingly diverse, how do you attainable? Make sure you are getting the Programmes, Hertz Europe decide how to balance your marketing right level of return on every marketing Amélie Bourgeois, Direct Marketing & communications? euro you spend Internet Director, Disneyland Paris • Consumer journeys – examine the Barbara Pezzi, Director Web Marketing & NEtWorkING DrINkS rECEPtIoN – rElAx customer booking path and hear e-Commerce - Swissotel Brand, Fairmont AND UNWIND ovEr A DrINk AftEr AN examples of how to target the customer Raffles Hotels International INforMAtIoN-PACkED fIrSt DAy more effectively with the right media at each stage Page 4 How many of your colleagues could benefit from these conferences? Pass this information on! Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com
  • 5. Visit www.eyefortravel.com/smeurope For The Latest Agenda Updates dAY 2: Chaired by Paul richer, Managing Partner, Genesys KEynotE – PrESEntatIonS and PanEl PrESEntatIonS and PanEl PrESEntatIonS and PanEl Making your Marketing Budget Understand the Importance of Smarter Search Strategies – Work Harder - Get the Greatest Integrating Local Content into Ensure you Stay at the Forefront ROI on Your Marketing Spend your Online Marketing Strategy of Search your marketing budget is being scrutinised Events, restaurants, attractions, nightlife The search arena is constantly evolving. like never before and yet the pressure to – just some of the reasons why travel Companies big and small are moving deliver results is even higher. It is essential consumers choose to go to a specific forward, experimenting with searches based that every cent of your marketing spend destination. How can you integrate and on complex sentences, images, video and proves its worth – relying on gut instinct is leverage such local content to improve audio, mashing up mobile search with not enough. Our expert speakers will show SEo, convert traffic and ultimately increase location data, and aiming to make results you what really works and what doesn’t revenues? more useful than the traditional list of links. – saving you valuable time, money and • As search becomes more advanced, how resources. this session alone will justify • Analyse what local content is relevant to can you ensure that you get the basics your attendance at the conference! the customer in relation to their decision right and are driving quality traffic not junk oNliNE MArKETiNG STrATEGiES iN TrAVEl CoNFErENCE to book a certain holiday traffic to your site? • In this year of value – understand how to evaluate and assess the true worth of • Inspirational content – how can you • keeping up with Google – ensure your every marketing Euro you spend leverage local content to inspire your SEo strategy remains competitive customer and increase traffic and • How can you maximise the impact of a • Mapping the customer journey – how can conversions? limited budget? you identify how your customers find you • Hear how you can use a combination online? • Measuring true roI - take a hard look to of tools such as geo-data, social • How do you create a search strategy define what goals you want to reach and networking, user-generated content to where conversion is key? avoid getting distracted along the way inspire the customer • Balance offline vs. online marketing • Ensure your videos, maps, podcasts, strategies – are both still needed? How • Integrate local content into the research blogs and images help you climb the can they effectively fuel each other? and booking path – how does this work? search rankings. What results can be gained through • the long tail of search – how can you use • Email marketing, online advertising, integration? local attractions, events and restaurants search etc which media vehicles can you use to add the most value? • Geo-Content – how can advances in to improve search optimisation? • Which new trends are worth integrating online mapping techniques based around • What value can user-generated content into your marketing mix and which the destination drive quality traffic to your and social media add to your search should you approach with caution? site and boost conversions? strategy? • How can you make your presence on • SEo advantages – use local content to Adam Healey, Co-Founder & CEO, the web more meaningful? What new jump up the search rankings Hotelicopter technology is available to cut out the • Which third party sites such as DMos PanEl noise and ensure you’re communicating or social, or community sites can be effectively with your customers? Debate the Future of Search leveraged to add valuable content and Geraldine Calpin, VP e-Commerce, to achieve your revenue and conversion • How are search comparison sites Hilton Hotels goals? evolving? Will we see a convergence from different business models such as Niki van Wijk, VP e-Commerce, transavia Ines verburgh, E-commerce Distribution that of tripAdvisors’ flight search engine? Manager, VisitBritain • What impact will Microsoft’s Bing have CoffEE BrEAk richard verhoeff, Director e-Commerce, on travel search? Center Parcs Europe • Which search comparison site business PrESEntatIonS and PanEl models are the most effective in driving Jared Salter, Founder, Joobili Achieve the Optimal Balance quality traffic to your site at a reasonable of Rich Media vs. Traditional lUNCH BrEAk price? Channels • What does the future hold for search Spotlight on Loyalty – Success comparison sites? • Avoid drowning your customer in a Story Martin verdon-roe, Director of Sales, sea of rich media – understand why Europe, TripAdvisor (panel only) context rather than volume of content is • Improve customer retention rates through Adam Healey, Co-Founder & CEO, important to ensure your customers get devising the right loyalty strategy to suit Hotelicopter (panel only) to the real info they really want your customer base • 15 hrs of video content is uploaded to • Understand how to overcome the the web every minute. How much rich challenges of moving from a localised to Online Marketing media is too much? Hear examples of a globalised loyalty programme across Think Tank where rich media has gone wrong multiple brands Join this interactive discussion group • How can traditional channels be used to to brainstorm ideas and learn from Paulo Salvador, SVP Loyalty, CRM and drive your online rich media strategies? best practices in online marketing for Travel Alliances, Accor • Where can you source compelling travel companies. Go home buzzing content? What content do customers CoffEE BrEAk with ideas to implement upon your find useful? return to the office! Group discounts available - get your colleagues involved! Page 5 Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com
  • 6. SOCIAL MEDIA STRATEGIES IN TRAVEL CONFERENCE dAY 1: Chaired by Hugo Burge, Executive Chairman, Cheapflights KEynotE - PrESEntatIonS and PanEl PrESEntatIonS and PanEl PrESEntatIonS and PanEl A Changed Audience - Your The New Social Media Landscape Defining your Social Media Strategy Customer’s Travel Purchasing – What Role does Social Media – Set the Right Goals, Budget and Behaviour is Changing. What Play in the Travel Marketing Resources and Avoid the Pitfalls Are You Doing to Adapt Your Mix? • What resources should you allocate to social Marketing Strategy? media? How costly will it be to manage According to a recent survey by Adobe There’s no doubt that the rapidly changing “over 90 percent of respondents are effectively and who should manage it? macro-economic environment has had planning to invest in new rich media and • What are the advantages and disadvantages a profound effect on travel consumer social networking technologies to ensure of outsourcing your social media campaign? behaviour across Europe. This, complied their brands and products stand out on • What legal aspects do you need to consider with the arrival of a ‘new marketing age’ the Web”. when planning your social media/UGC where consumers are more informed than • Examine the rise in the importance strategy? ever and increasingly seek relationships of social media and user-generated with companies, mean that your customers • Is it better to set separate goals for each content as a cost effective way to are now looking at your product and portion of your social media campaign? Or increase brand awareness and services through new lenses. should you also take a holistic approach when customer dialogue it comes to setting targets? • With the biggest challenges come the • Where does social media and user- biggest opportunities. Understand how • Which demographic actually uses social generated content fit into the marketing the most savvy travel companies are media and how should you plan your social mix? adapting their marketing strategy to media strategy accordingly? retain existing customers, acquire new • With so many different social sites • Should you concentrate only on the major customers and gain market share how can you identify where your target players? Or do emerging and start-up social audience is? • Analyse the current European networks offer value, too? How do various competitive landscape. Which travel • Will we see mass consolidation in sites compare in terms of roI? Who has companies are successfully engaging the social media arena? Will the large critical mass so far as travel is concerned? their customers and riding through the otAs continue to buy social media Paul Harrison, Managing Partner, Carve downturn? What insights does this companies? What are they actually Consulting give into current European consumer buying? Traffic? Brand? User-Generated behaviour? Content? CoffEE BrEAk • Ensure you are fully up to speed with • Why does tripAdvisor dominate the PrESEntatIonS and PanEl the latest trends in consumer behaviour, landscape? And why is there so little traction in travel-specific social media User-Generated Content - Increase when it comes to purchasing travel companies? Is this likely to change? Customer Dialogue and Understand online and offline • Why and how has twitter caused such its Impact on the Purchasing Cycle • Understand which factors – price, destination, online booking capability a buzz? Is it a worthwhile tool for travel • Where do consumers consult user-generated – are having the most impact on travel companies? content in the purchasing decision-making spend and analyse where you should • How do you decide what social media process? What impact does it have? concentrate your marketing efforts can do for you commercially, culturally • How can you leverage user reviews to • What role does engagement marketing and from a brand perspective? increase conversions? play in the new marketing age? Sandra leonhard, Director of Web Strategy • Should you integrate user reviews into your & Business Development, TUI website? If so, at what point should they be Ghislain d’Auvigny, Commercial Director, integrated into the booking path? Pierre et Vacances Group thorvald Stigsen, CEO, Momondo • video user-generated content is currently Jesper Palmqvist, Director eCommerce - Martin verdon-roe, Director of Sales, low quality and relatively unstructured. What EMEA | APAC, Wyndham Hotel Group Europe, TripAdvisor opportunities exist to develop this area? CoffEE BrEAk lUNCH BrEAk • Are user photos going to replace written reviews in popularity in the travel space? • What is the right combination of photo NETWORK WITH THE BEST MINDS IN uploading tools, user-generated written reviews and blogs? Do you need to provide all of them ONLINE TRAVEL MARKETING to achieve maximum results? Revenue generating ideas don’t come from being cocooned in your office. • What are the opportunities to engage your They come from networking with like-minded professionals, brainstorming customers and encourage dialogue on social networks such as Twitter via mobile ideas and discovering tried and tested case studies from those who’ve platforms? made it work. The combination of insightful Sebastian Heinzel, CEO, tripwolf presentations, networking drinks receptions, Wesley Put van den Beemt, Lecturer, and roundtable discussions at this event International Tourism Management, will leave you buzzing with new ideas to NHTV University of Applied Sciences implement upon your return to the office. Saving you weeks of research and valuable NEtWorkING DrINkS rECEPtIoN – rElAx time and resources! AND UNWIND ovEr A DrINk AftEr AN INforMAtIoN-PACkED fIrSt DAy Page 6 How many of your colleagues could benefit from these conferences? Pass this information on! Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com
  • 7. Visit www.eyefortravel.com/smeurope For The Latest Agenda Updates dAY 2: Chaired by Hugo Burge, Executive Chairman, Cheapflights KEynotE - PrESEntatIonS and PanEl PrESEntatIonS and PanEl CaSE StudIES and dISCuSSIon Making your Marketing Budget Examine the Relationship between Driving Results - The Business Work Harder - Get the Greatest Social Media, CRM, and Brand Case for Social Media ROI on Your Marketing Spend Engagement Profit from the experiences of companies your marketing budget is being scrutinised your brand is no longer what you say it that have used trial - and error - to discover like never before and yet the pressure to is, it’s what ‘they’ say it is. Learn how what really drives results deliver results is even higher. It is essential to effectively foster those social media • Can social media actually drive revenue? that every cent of your marketing spend interactions that can positively impact your What is its likely roI? proves its worth – relying on gut instinct is brand, before it’s too late. • Hear case studies from leading travel not enough. Our expert speakers will show • Define your brand goals and understand brands who have made it pay you what really works and what doesn’t how social media can go some way to • Use social media to drive quality lead – saving you valuable time, money and helping you to achieve them generation and reach specific customer resources. this session alone will justify • leverage brand advocates in a world segments that are unavailable to you via your attendance at the conference! where consumers select which brands traditional channels • In this year of value – understand how they choose to engage with • In tough economic times, how do you • Understand which social media tactics argue the value of social media over SoCiAl MEdiA STrATEGiES iN TrAVEl CoNFErENCE to evaluate and assess the true worth of every marketing Euro you spend rate highest for achieving branding & PR traditional, proven channels? objectives Malte Siewert, MD, Trivago • How can you maximise the impact of a limited budget? • How can blogs, photo sharing and social END Of CONfERENCE network pages work together to leverage • Measuring true roI - take a hard look to your own brand’s online presence? PrESEntatIonS and PanEl define what goals you want to reach and • Use UGC to gain key insights into your avoid getting distracted along the way Smarter Search Strategies – customers wants and needs through • Balance offline vs. online marketing stimulating feedback around your products Ensure you Stay at the Forefront strategies – are both still needed? How and services of Search can they effectively fuel each other? The search arena is constantly evolving. • How can you use social media to build • Email marketing, online advertising, search more detailed customer profiles? Companies big and small are moving forward, etc which media vehicles can you use to • Can social media and UGC be used to experimenting with searches based on add the most value? increase customer retention and loyalty? complex sentences, images, video and audio, • Which new trends are worth integrating mashing up mobile search with location data, Steven taylor, Senior Director Digital, into your marketing mix and which should and aiming to make results more useful than Loyalty, Partner Marketing, you approach with caution? the traditional list of links. Starwood Hotels & Resorts • How can you make your presence on • As search becomes more advanced, how lUNCH BrEAk can you ensure that you get the basics right the web more meaningful? What new technology is available to cut out the PrESEntatIonS and PanEl and are driving quality traffic not junk traffic noise and ensure you’re communicating to your site? Social Media Metrics – Can the • keeping up with Google – ensure your effectively with your customers? ROI of Social Media and UGC be SEo strategy remains competitive Geraldine Calpin, VP e-Commerce, Measured Effectively? Hilton Hotels • Mapping the customer journey – how can • first things first, what is it we are you identify how your customers find you Niki van Wijk, VP e-Commerce, transavia measuring? online? • Evaluate the performance of social web • How do you create a search strategy PanEl conversations and the revenue they drive where conversion is key? Debate the Future of Search • Are traditional metrics for online activity • Ensure your videos, maps, podcasts, • How are search comparison sites inadequate for measuring social media? blogs and images help you climb the evolving? Will we see a convergence from What new metrics such as ‘volume of search rankings. different business models such as that of mentions’ will become important in judging • the long tail of search – how can you use tripAdvisors’ flight search engine? the success of your social media strategy? local attractions, events and restaurants to • What free tools exist to monitor ‘buzz’ improve search optimisation? • What impact will Microsoft’s Bing have on travel search? in-house? Is it better to outsource? • What value can user-generated content and social media add to your search • Which search comparison site business • What data do you need to understand how strategy? models are the most effective in driving well your social media strategy is working? Adam Healey, Co-Founder & CEO, quality traffic to your site at a reasonable • How can you use surveys, embedded Hotelicopter price? tracking tags and social media monitoring • What does the future hold for search tools to monitor your social media comparison sites? initiatives? Social Media Think Tank Martin verdon-roe, Director of Sales, • IHG use the number of room nights Join this interactive discussion group Europe, TripAdvisor (panel only) attributed to social media as their metric. to brainstorm ideas and learn from Adam Healey, Co-Founder & CEO, What should you measure? Are you best practices in social media for Hotelicopter (panel only) misaligning your goals with your metrics? travel companies. Go home buzzing Speaker to be announced shortly with ideas to implement upon your CoffEE BrEAk CoffEE BrEAk return to the office! Group discounts available - get your colleagues involved! Page 7 Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com
  • 8. Sales and Marketing in Travel Summit Europe 2009 13-14 October, Andels Hotel, Prague 3 EASY WAYS TO REGISTER RIGHT NOW! ONLINE Secure & simple registration online at www.eyefortravel.com/smeurope EMAIL gina@eyefortravel.com Just give us your details and pass type – we’ll do the rest! PHONE Call James +44 (0) 207 3757551 Gold PASS SilVEr PASS BroNzE PASS BroNzE PASS • Full access to the 2 day summit • Full access to the 2 day flexible non refundable (pick and choose between the summit (pick and choose 2 conference tracks) between the 2 conference • Full access to the • Full access to the tracks) 2 day summit (pick 2 day summit (pick • Full audio synchronised with and choose between and choose between presentations slides for both • Full audio synchronised with the 2 conference the 2 conference conferences - use it as a training presentations slides for both tracks) tracks) tool for your team and colleagues conferences - use it as a who didn’t make it! training tool for your team • All lunches, • All lunches, and colleagues who didn’t coffee breaks and coffee breaks and • EyeforTravel’s European Online make it! networking events networking events Travel Report worth £795! See more details online • All lunches, coffee breaks and networking events • All lunches, coffee breaks and networking events SEE HOW MUCH YOU SAVE BY BOOKING EARLY! NO RISK REGISTRATION if your diary changes doN’T WorrY! Pass Type: Super Early Early Normal We accept cancellations up until Friday Bird Bird Price Expires 17th July 09 Expires 4th Sept 09 11th September and a full refund will be given prior to this date Gold PASS (with the exception of non-refundable bronze passes) Includes: • Full access to the 2 day conference €1795 €1895 €1995 • Event audio and slides SAVE €200 SAVE €100 • Europe Online Travel Report 2009 Follow me (the Event director, Gina Baillie) SilVEr PASS Includes: on Twitter for event updates and travel • Full access to the 2 day conference €1195 €1295 €1395 snippets! Twitter name - ‘anigba’ •Event audio and slides SAVE €200 SAVE €100 BroNzE PASS Includes: €995 €1095 €1195 • Full access to the 2 day conference SAVE €200 SAVE €100 Join us on linkedin at the ‘Social Media in Travel’ Group BroNzE PASS (non-refundable) Includes: • Full access to the 2 day conference €895 €995 €1095 Come to this event to learn however this is non-refundable and SAVE €200 SAVE €100 how to make every single cent credit card details must be given at point of purchase of your marketing spend achieve the greatest return! Visit the event website for further information www.eyefortravel.com/smeurope