Transcript of "EyeforTravel - Social Media Strategies in Travel 2008"
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Social Media Strategies
in Travel Europe 2008
Conference & Exhibition • 14-15 October 2008, Munich
Use social media to enhance your brand,
increase sales & attract new customers
Hear how to exploit & control the explosion in Benchmark your strategy against
user-generated content and social networking these key industry experts
GET REaL-wORLD aDVIcE on building a
comprehensive Social Media strategy sarah Newman,
steven taylor, Regional Vice
INVESTIGaTE SOcIaL mEDIa maRkETING Senior Director
STRaTEGIES and establish what works for Starwood Hotels & Royal Caribbean
Resorts Worldwide Cruises International
FIND OuT whaT SOcIaL mEDIa cuSTOmERS
REaLLy waNT and make sure they get it
hEaR hOw TO uSE SOcIaL mEDIa to attract Michael simon,
and retain online customers steven Greenway,
CCO, SkyEurope Marriott International
PROTEcT yOuR BRaND ImaGE and build brand
awareness – learn how to manage and monitor
the effect of user-generated reviews
DIScOVER hOw TO wORk wITh SOcIaL
NETwORkING SITES now and in the future Martin Verdon-roe, Fredrik kinnunen,
Head of Sales, Europe, Director of Direct Sales,
TripAdvisor Sterling Airlines
‘Ignore User-generated OF yOuR
Content and Social Media cOmPETITORS -
at your peril. cut the hype and
This conference is a must!’
be the first to
James Carmogy, Seaport
(Attendee of Social Media in
be where your Jan oetjen, MD, calum russell,
lastminute.com Commercial Director,
Travel USA’08) customers are Germany EasyHotel Ltd
OPEN NOW TO VIEW THE FULL AGENDA & SPEAKER LIST
‘The best conference I’ve ever attended. I’ve never walked away with so many
action items and ideas for improvement of my site. I am excited about
being part of the travel market during this time of incredible change’
Alex Orson, Hyatt Hotels (Social Media in Travel USA attendee 2008)
The way we use the internet is changing. We work online, Identify the pitfalls…
we make plans online, we even socialise and relax
online. With this change, comes a whole host of new certainly social media and UGc are a powerful resource in the
opportunities for travel marketers to innovate and sell right hands but aren’t they just too difficult to correctly manage?
more travel. at this unbiased forum for discussion we won’t just highlight the
opportunities, we will also examine how to avoid the pitfalls
Europe’s dynamic, web savvy, travel consumers are no doubt which could save you €€€.
talking about your product online. The challenge is how you
can ensure you are a positive part of the online conversation Sell to a captive audience
and enter into their purchasing cycle?
the number of individuals using UGc and social media is
let’s start with a few basic
increasing at an exponential rate every day. travel is one of the
‘Only EyeforTravel assumptions. let’s
most talked about topics online. Find out how user-generated
events deliver such a huge assume you have
content is playing an increasingly important role in the purchasing
amount of quality information an online presence.
cycle. Hear from the experts in monetising social media who will
in such a short amount of time’ You probably have
show you how to build trust, recognition and boost conversions!
access to consumers
all over europe. and
Interval International Generate brand awareness
I’m sure you already
use e-commerce and Is social media and UGc an opportunity or a threat
e-marketing strategies. to your brand? Join the debate and find out how
that’s a good start but you can go further. travel marketers you can use them to add value to your brand!
need to move fast to stay ahead of their customers – to reach out
and connect with them online. Manage customer expectations
after all, these days it’s the consumer who determines your Hear practical advice on how to exploit the social networking
company’s credibility – not a star rating or an ad and user-generated trends to engage your consumers via
campaign. What your customers want to a personalized, interactive approach
do is engage and interact. and if you ‘Four weeks of research
want to interact with them and be accomplished in 2 days. Go home inspired!
where your customers are, then you Fantastic overview of some
need a comprehensive social of the key players in this space’ this is a forum for travel industry experts to create
media strategy. cutting-edge marketing strategies to drive your
Beckie Watson, business forward. It’s the perfect place to get fired
However, this is easier said than done. Travelport
up with enthusiasm and ideas to exploit the inherent
the online travel industry is awash with
(and largely untapped) opportunities present in the
Web 2.0 initiatives, user-generated content
dynamic european online travel marketplace.
(UGc) and social networks. so if you’re going to implement an
effective social media initiative, you need to know how to control Our inaugural Social Media Strategies in Travel conference
it, manage it and exploit it to meet your needs. Not to mention the in San Francisco was a complete sell out so don’t delay –
issue of getting company buy-in from your entire organisation to sign up today!
support, implement and oversee it.
The bottom line is: You need to make money from it. Twinned with the Online Marketing
Create a clear strategy… Strategies in Travel conference!
as the social media phenomenon is so new it is difficult to obtain Upgrade your online marketing tool kit! this event will be
the market information you need to make an twinned with the online Marketing in travel conference as part
informed decision as to what of eyefortravel’s annual sales & Marketing in travel europe
strategy would benefit summit. top speakers will share real-world advice on key
‘This event was your company. We topics to revolutionize your online marketing strategy. topics
right on target. it delivered bring together the include - Understand what really converts lookers to bookers
information on a very important global innovators on your website, overcome the challenges of selling online to a
topic at a critical time for in this field to pan-european audience, hear innovative ways to engage your
the travel industry online. i can’t show you real life customers and maximise customer spend on your website.
wait to attend next year’ examples and
all conference passes include access to both simultaneous
Ken Knecht, receive practical
tracks so you are free to move between them and choose the
Merinecarson advice as to what
ideal sessions to suit your needs! For more information see
CUT THROUGH THE HYPE - TURN SOCIAL MEDIA TO YOUR ADVANTAGE
Held as part of the annual Sales &
Day One: Tuesday 14 October • 9am – 7.30pm
OPEning KEynOtE sEssiOn - OVErViEw anD analysis - PlEnary CasE stuDy
Evaluate which Web 2.0 initiatives will an insight into User-generated
dramatically impact your business content metrics
• Web 2.0 initiatives including user-generated content and social media What kind of metrics apply to user-generated content?
are transforming the online travel space. From a macro and micro How can you measure what is being said about your brand?
perspective, what impact will they have on your business? *More speakers to be announced*
What opportunities do they present for your company?
• How is consumer behaviour evolving in the diverse European PrEsEntatiOns anD PanEl
marketplace? What critical marketing trends do you need How does User-generated content impact
the consumer purchasing decision?
• With an ever increasingly crowded European online travel space
how can you ensure you are spending your marketing budget According to recent studies up to 88% of TripAdvisor’s readers are
effectively? Do Web 2.0 and social media initiatives boost your influenced by what they read. this site and other UGc sites are fast
brand and drive sales? becoming an essential stop in the purchasing cycle.
• Facebook has recorded a year-on-year growth of over 1600% and • To what extent does UGC impact the customers’ decision making
has a worldwide client base of over 46 million. How can you leverage process to buy your product?
the huge volumes of traffic that these mega social networking sites, • What do people actually look for in consumer generated content?
like Facebook, Youtube or Myspace, attract? When do consumers seek it out in the buying cycle?
• What role does social media play in the marketing mix? Can social • Understand why a user wants to share their travel experiences and
networking sites really be monetised? create a website tailored to their needs
• What are the limitations of social networking and user-generated • Hear real examples as to how UGC can positively and negatively
content sites for the travel industry? Is your time and money better impact the decision to purchase
spent elsewhere? • What user profile data of the reviewer is of use to the potential
• Understand how to avoid common Web 2.0 pitfalls and misguided customer when deciding the relevance of a review?
investments • Analysis has shown user-generated reviews to be mostly positive in
steven taylor, Senior Director International, SPG, the Uk/Us – does this vary across the different european countries?
Starwood Hotels & Resorts Worldwide What role do cultural attitudes play?
sarah Newman, Regional Vice President, Commercial Director, • User-generated content sites, like TripAdvisor, are now moving into
EMEA, Royal Caribbean International & Celebrity Cruises social networking. Will other travel-specific UGc sites follow suit?
Friedrich von scanzoni, Head of Business Development, Holidaycheck
ExtEndEd CoffEE BrEak – SpEEd nEtworking
Feargal Mooney, CEO, Boo.com
PrEsEntatiOns anD PanEl
PrEsEntatiOns anD PanEl
Defining your social media & User-generated
social Media & CRM – increase customer
Content (UgC) strategy
loyalty through open dialogue with
Developing your own social media and User-Generated content
strategy can be mind boggling. a false move could cost your business your customer
dearly. analyse what options are available and which will add value to opening up the communication channels with your customer requires
your business. careful management. Understand how to actively encourage positive
• What types of companies are suited to user-generated content feedback, manage negative feedback, develop a community, gain
(UGc) and social media initiatives? insight into the consumer experience and foster loyalty.
• How can UGC help you differentiate your services and de- • How can UGC help you create a dialogue with your customers and
commoditize your product? should you partner with UGc sites? provide you with a platform for communication?
Do they really increase conversions? • How do you safeguard yourself against customer backlash?
• From user reviews to photo sharing – which forms of UGC would • What do users get back in return for being part of an online
add the most value to your brand/website? community?
• A recent Jupiter survey revealed that 69% of consumers don’t trust • What are the dangers of compensating users for submitting reviews?
social media sites - can positioning a site with social networking as a • Learn how to increase customer loyalty by giving your customers the
key component alienate audiences? opportunity to influence your site
• What is the relevance of generic social communities to travel-based • How do you actively grow your community whilst still maintaining
organizations? Have travel-based applications on such sites an inspirational quality?
• Is there any difference between an acquisition and retention UGC
• Initiating a new social media strategy requires the support from your strategy? If not why?
entire company – how do you get ‘buy-in’ from all departments in
• Over 17,463+ people petitioned on Facebook when BA introduced
your company and secure the necessary resources? Who should
a ban on surf boards - How can you use social media & user-
be responsible for a company’s social media strategy?
generated content as a means to gain insight into consumer wants,
• What technology is essential for an effective social media & UGC site? needs and desires?
Martin Verdon-roe, Head of Sales, Europe, TripAdvisor pete Ward & Jerome touze, Co-Founders, WAYN
Fredrik kinnunen, Director of Direct Sales, Sterling Airlines *More speakers to be announced*
LunCh BrEak 17.30 EvEning drinkS rECEption
2 conferences for the price of 1! See www.eyefortravel.com/s
Marketing in Travel Europe Summit
Day Two: Wednesday 15 October • 9am – 5pm
KEynOtE PlEnary sEssiOn - PanEl DEBatE
Understand How to Build a successful The Future of Meta search CEO
Online Community Panel Debate
• Hear insight from one of the world’s leading media companies as to How are meta-search sites evolving? What search features will
how to build a successful online community become more popular? Will meta-search based on price alone
• Understand how to develop and manage existing and new social web diminish? What role do they play in the purchasing cycle? Will they
strategies and experiences keep the ppc model? Will they provide better qualified traffic?
Will user reviews and social media also be incorporated? so many
Meg pickard, Head of Communities & User Experience,
questions remain unanswered – join the debate to find out more!
Beatrice tarka, CEO, Mobissimo
PrEsEntatiOns & PanEl ole stouby, CEO, Travelmarket
How Can social Media Provide you With Yen lee, CEO, UpTake
Valuable, Distinctive, Quality Content? claus Weber, Senior Partner, Kinkaa.de
According to Datamonitor, in just three years time 70% of online content
KEynOtE PlEnary sEssiOn
will be user-generated. the choice of content for your website dramatically
impacts the consumer purchasing decision process. learn what role Understand how to make your brand
social media and user-generated content adds value to your site. sticky in an ever increasingly
• Consumers are increasingly demanding content-rich information. How competitive online environment
can you employ social media to cater to their needs? How do you ensure
the content on your site is relevant to your consumer target group? Brand identity has never been so important. analyse which
european travel brands are successful and why. Hear innovative
• Is a wide variety of content really necessary? The issue of relevance
techniques to improve brand awareness without blowing your
is key - what content do customers find necessary and what can you
• How can you develop a successful brand in a multi-lingual Pan
• How can you link the various social media mediums together, such as
videos, podcasts and blogs?
• What techniques can you use to create customer loyalty,
• See how social media sites, like YouTube, can provide your travel
stickiness and brand affiliation?
company with unique, rich-media content.
• What impact does user-generated content have on travel
• Is video media the key trend for the future? What impact could video
brands? Who has lost brand value due to UGc? What can you
content have on your brand?
learn from their mistakes?
• Should you spend money sourcing your own content or let your
• With over 30 Ryanair hate groups on Facebook, how damaging
customers create your content instead? How do you maintain the
are social networking sites to your brand?
quality of user-generated content?
• Do you need to develop a brand defensive strategy to protect
• How are technological developments enhancing the ease of
and monitor your brand in the online space?
• What strategies enable you to maintain and build your brand
thomas reiter, Country Manager, Opodo Germany
image on social media sites? can social media help you de-
Marc ruff, CEO, TVTrip commoditize and personalize you brand?
adam Healey, CEO, VibeAgent calum russell, Commercial Director, EasyHotel Ltd.
Malte siewert, MD, Trivago *More speakers to be announced*
ExtEndEd CoffEE BrEak
PlEnary sEssiOn – PrEsEntatiOns anD PanEl
With so many new online start-ups entering the european travel
Driving quality traffic to your site - market eyefortravel’s product box is a pressure-free, quick fire
can social media and UgC save you money? way to find which would add value to your business. to enter your
• Develop a search engine marketing strategy that not only balances paid business email firstname.lastname@example.org
and unpaid search, but also considers social search engine marketing
as a distinct area 17.00 End of ConfErEnCE
• Learn how to ensure your site’s Web 2.0 features drive customers
to exactly what they are looking for
• Get advice on aligning your search strategy with user-generated
reviews “i was extremely impressed
• Should you do social search marketing in-house? Are tools, with the wide variety of companies,
like Google adwords or technorati, up to the job? each sharing their experiences, business
• As travel search marketers become more effective in paid search, models and opinions on other major online
social media, and related online marketing, how does this affect players. The topics were very relevant
concepts such as seasonality and the long tail? and the speakers were informative,
tamarah khatib, Head of Global Marketing, Silverjet quick, witty and very informative”
Yen lee, Co-Founder & President, Uptake Rita Schiesser, Google Inc
colin lewis, Head of Marketing, Aer Arann
smeurope for the complete 2 conference track agenda
2 conferences for the price of 1!
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Social Media Strategies
in Travel Europe 2008
Conference & Exhibition • 14-15 October 2008, Munich
get real-world advice from those who have Learn from these major travel
succeeded. Make the essential contacts you companies, social media sites
need to harness the power of social media and industry gurus
Social Media Strategies in Travel is the first travel-specific conference to give practical steven Greenway, CCO, SkyEurope
advice on exploiting the social media phenomenon. You will have the opportunity to meet steven taylor, Senior Director International SPG,
a unique cross-section of the industry – all with one common interest – the application of Starwood Hotels & Resorts Worldwide
social networking and user-generated content in travel. This conference will attract the true
calum russell, Commercial Director, EasyHotel Ltd
innovators in online travel from across Europe - And to ensure that you get to meet them
all we have built ample networking opportunities into this event. andreas Westerburg, Corporate Sales Officer,
ONLINE CONTACT CENTRE COFFEE AND LUNCH pete Ward & Jerome touze, Co-Founders, WAYN
Organize meetings in advance and touch The backbone of your networking, you will sarah Newman, Regional Vice President,
base with those crucial contacts through be able to cement new relationships and Commercial Director, EMEA, Royal Caribbean
our online networking centre. This online discuss future Cruises International
system will be up and running before the business Gareth Gaston, MD, Octopus Travel
event so you can make initial contact and opportunities Meg pickard, Head of Communities & User Experience,
after the event to catch-up with the people during two Guardian Unlimited
you missed. lunches and colin lewis, Head of Marketing, Aer Arann
NETWORKING RECEPTION breaks.
Jan oetjen, MD, lastminute.com Germany
Tuesday 14th October, 5.30pm - 7.30pm Michael simon, Area Director, Central Europe,
We know that you want to meet your fellow Marriott International
attendees in a social environment - which is adam Healey, CEO, VibeAgent
why our networking receptions are always
“The range of speakers andy owen-Jones, MD, UK, Traveltainment
such a great success! Being held in the
exhibition hall, this informal environment and their knowledge and passion Malte siewert, MD, Trivago
is the perfect for the topic was extemely inspiring. simon lilley, Director of Marketing, FlyBe
opportunity I came away with a list of ideas to share Fredrik kinnunen, Director of Direct Sales,
for you to see with our marketing team. On a personal Sterling Airlines
the products level I am very excited about being tamarah khatib, Head of Global Online
on offer, meet part of the travel industry in such Marketing, Silverjet
an exciting time” Yen lee, CEO, UpTake
discuss the Charlotte Johnson, ole stouby, CEO, Travelmarket.com
issues that have Tourism New Zealand Beatrice tarka, CEO, Mobissimo
been raised. Gilbert reveillon, Professor of Tourism,
University of Sorbonne
5 Easy Ways To Register enrique Nalda, Head of Travel, France, Google
Martin Verdon-roe, Head of Sales, Europe,
Fredrik von scanzoni, Head of Business Development,
FAx: +44 (0) 207 375 7576 (UK) HolidayCheck
Marc ruff, CEO, TVTrip
CAll: +44 (0) 207 375 7228 (UK) thomas reiter, Country Manager, Opodo Germany
claus Weber, Senior Partner, Kinkaa.de
Neil Mason, Director of the Board,
mAil: Registrations, EyeforTravel, Web Analytics Association
7-9 Fashion Street, London, E1 6PX, UK Hedwig Wassing, CEO, Euro Relais
To Register Call Sinead Now on +44 (0)207 375 7228 (UK)