ORC Online Travel Marketing Conference AGENDA
Bookmark this page to view the latest updates to the ORC online travel marketing conference.
| |
|
|
|
TUESDAY APRIL 2, 2013
|
|
Caesars Windsor | 377 Riverside Drive East, Windsor, ON
|
|
12:15 pm -
4:25 pm
|
Pre-Conference Networking Event ~ Sponsored by VIA Rail, Peller Estates & A Couple of Chicks™ Digital Tourism Marketing
Ride the rails in style with the Chicks and key sponsors in an exclusive VIA Rail car from Toronto to Windsor. The VIA Rail Glenfraser Lounge Car provides a great opportunity to network with conference sponsors and other attendees.
|
|
4:00 pm -
8:00 pm
|
Conference Registration Open
|
|
6:00 pm -
8:00 pm
|
Opening Reception - Welcome to Windsor
presented by Tourism Windsor Essex Pelee Island
|
|
|
|
|
|
WEDNESDAY APRIL 3, 2013
|
|
Caesars Windsor | 377 Riverside Drive East, Windsor, ON
|
|
7:00 am –
5:00 pm
|
Registration Open
|
|
7:00 am –
8:30 am
|
Continental Breakfast
Sponsored by ISL
|
|
8:30 am –
8:45 am
|
Welcome And Opening Remarks
Patricia Brusha
Co-Founder & e-Strategist
A Couple of Chicks™ Digital Tourism Marketing
&
Edward Perry
Global Senior Director of e-Commerce, Social Media and Innovation Projects
WORLDHOTELS
|
|
OPENING KEYNOTE
|
|
8:45 am –
9:45 am
|
Hari Nair
Vice President, Market Management North America
Expedia
Canadian Travel Trends
|
|
WORKSHOP ROTATION 1 (3 BREAKOUTS)
|
|
9:45 am -
10:45 am
|
Search Engine Strategies
presented by
Chris Adams
Co-Founder & CTO, gShift Labs
How has Search changed, and more importantly, how does it affect your SEO? Have you been bitten by Panda, Google’s latest algorithms aimed at helping people find "high-quality" sites by reducing the rankings of low-quality content? And have you embraced Google Plus Local, which merged Google Plus with Google Places to expand Google's efforts to encourage interaction on their social network? This workshop will answer all of these questions and more about the ever changing face of Search.
The ROI of Social Media
presented by
Casey Davy
Vice President Sales, RateTiger
Businesses are still struggling with how to evaluate the effectiveness of their social media campaigns while constantly being asked to define the ROI of social media to their stakeholders. Revenue conversion is only one way of measuring ROI along with engagement, brand reputation and the impact of customer support. Hear real life case studies and learn how to measure the true ROI of your social media efforts.
Next Generation of LGBT Travel Engagement - get social, start a conversation, build a campaign
presented by
Liz Devine
President, Rainbow High Vacations
&
Ryan McElroy
CEO & Co-Founder, Travel Agency Tribes
CEO & Co-Founder, Globetrotting Tips
As tourism brands adopt interpersonal marketing strategies to welcome your customers, the stories you tell can bring you closer to your audience or push them away. As you shift from speaking “to” and start speaking “with” the highly segmented lesbian, gay, bisexual, transgendered niches, how do you start the conversation? How do you build a loyalty campaign that is authentic and engaging? We will offer insight into managing your emotional branding when too little is boring and too much is offensive – and how to know the difference.
|
|
10:45 am – 11:15 am
|
NETWORKING REFRESHMENT BREAK
|
|
|
|
|
WORKSHOP ROTATION 2 (3 BREAKOUTS)
|
|
11:15 am - 12:15 pm
|
Facebook Advertising
presented by
Nick Serjeant
Client Partner, Facebook
Now that you have a Page, it’s time to learn how to reach your current and potential customers. Hear directly from Facebook about how to connect with people who are the right fit for your business using Facebook Ads. Facebook will present case studies on how effective Facebook advertising is for travel and tourism and explain the various and ever growing options for ads including sponsored stories and promoted posts. In this workshop you will find out what works, what you need to do and how to go about doing it.
Understanding & Servicing Your Customer’s Evolving Mobile & Multiscreen Needs
presented by
Nigel Collett
Principal Consultant, Tourism, T4G
&
Nick Jones
Principal Consultant, Mobile & Multiscreen, T4G
Consumers have rapidly moved from a two screen world of computers & smartphones to a multiscreen world that includes regular and overlapping interactions with computers, tablets, smartphones and increasingly smart TVs. Not only are they interacting with these different screens all the time, but consumers increasingly expect that the experience will be continuous, consistent and seamless.
Some leading travel & tourism organizations have realized this expectation and are attempting to deliver more holistic multiscreen experiences for their customers. This session will help you understand the state of multiscreen and put you on the path to developing your own strategy to meet and exceed your customers’ expectations.
The Online Media Reaches Maturity: Marketing to Online Audience Habits and Environments
presented by
Tatia Cushman
Sales Director, Travelzoo Inc.
The digital revolution is shifting into its mature phase. Instead of new devices, new media, and higher download speeds, we are focusing on the details. How do people use these digital tools at different points on the travel planning curve? How do they absorb content and react? And what does this mean for nuance and story-telling that is needed to inspire people to travel and move them to act on it?
|
|
Lunch
12:15 pm -
1:45 pm
|
|
|
|
|
|
WORKSHOP ROTATION 3 (3 BREAKOUTS)
|
|
1:45 pm -
2:45 pm
|
Pinterest for Travel
presented by
Edward Perry
Global Senior Director of E-Commerce, Social Media & Innovation Projects, WORLDHotels
&
John Knowles
Director of Innovation and New Media Marketing, The Roger Smith Hotel - Manhattan
On board with Pinterest but not convinced this hot new network actually drives business? If you are a hotel looking to expand your social media presence and increase brand awareness, Pinterest is the place to be! In this workshop we will present case studies of hotels and DMO who have had great success with Pinterest and provide hands on tips for making your pins and boards work for you.
Blogs Gone Wild
presented by
Stephen Joyce
President, Rezgo
&
Ben Vadasz
Partner, Think! Social Media
Are you aware of the significant changes in the way travellers are researching, buying, and sharing travel online? Travel blogging, including user-generated content and reviews have now become just as influential to trip planning process as a review in a glossy guide book was five years ago. Travel bloggers are quickly becoming the ambassadors of a new digital age in travel and industry needs to understand how to best integrate these channels into their online communications strategy. Join and discuss how to best leverage this emerging trend in travel content development for your brand.
Mobile - "The Inseparable Companion of Today's Traveler"
presented by
Paul Winkle
Senior Vice President, MILES
Mobile has done more than move mainstream—it has become the inseparable companion of the modern traveler. And it’s not just an in-market tool any longer: With about 30% of North American travelers' using mobile devices for trip planning, mobile is no longer a “nice to have”—it’s a critical part of your online marketing strategy. This practical session will provide all the building blocks of a leading mobile marketing strategy for hoteliers, DMOs and attractions including advice on mobile websites, mobile apps, SMS text messaging, mobile advertising and how to plan, measure, market and manage all components. Tablet devices such as the iPad will also be covered. The latest mobile travel research will be shared along with case study examples from North America and around the world on how to make your organization more successful in the mobile space in 2013.
|
|
WORKSHOP ROTATION 4 (3 BREAKOUTS)
|
2:45 pm -
3:45 pm
|
How to #Win With Twitter in Travel
presented by
David Serino
Strategist & Educator, Think! Social Media
In this session, you will learn why Twitter is quickly becoming the ultimate customer relationship management tool for the travel industry. We will show you how to develop an effective strategy for the application, cultivate compelling content and deliver it to potential visitors in an efficient manner. We will also walk you through a Twitter Ad case study where you will learn how to grow your follower base with highly targeted prospects.
Emotional Branding: A memory that makes your heart skip a beat
presented by
Judi Samuels
~ORC 2012 Social Scale Mayor~
Content Strategist & Consultant
Our Kids Media
If you can build a genuine emotional connection – a relationship – with your audience, you are on your way to generating loyalty, ambassadorship and brand love. Just like a relationship between two people, a relationship between a brand and its audience must be nurtured.
Join Judi Samuels as she delves deeper into the meaning of an emotional brand, the value it creates, and how you can engage your audience on an emotional level for the longevity and love of your brand.
Measurement Strategy - Beyond Vanity Metrics
presented by
Malcolm Fraser
President, ISL Web Marketing & Development
It is hard to have a digital marketing conversation these days without discussing the importance of "Analytics". While most companies have a measurement tool collecting information on their digital assets, the practice of setting clear goals, interpreting what data is important and using this information to make better marketing decisions is not widely understood.
In his presentation Malcolm will simplify best practices for measurement, demonstrate how Analytics is a powerful tool for your organization and discuss measurable online objectives that are relevant to the tourism & travel industry.
|
|
3:45 pm - 4:00 pm
|
NETWORKING REFRESHMENT BREAK
|
|
KEYNOTE CASE STUDIES
|
|
4:00 pm -
5:30 pm
|
 Isabelle Perreault
Director, Marketing
Ottawa Senators Hockey Club &
Scotiabank Place
Over the last few years and with the advent of social media, there has been a well document shift in power from brands to the consumer. Companies now have to create on-going dialogues with their customers to enhance the emotional connection to their brand. To further complicate things, customers expect that communication to be timely, targeted, and personalized.
Find out how the Ottawa Senators are optimizing the experience of their fans across multiple touch points and building strategies around customer segments rather than various delivery platforms (email, direct mail, web). Every interaction counts.
 John Freeman
eMarketing Specialist
Charlottesville Albemarle Convention & Visitors Bureau
Hide the million dollar campaigns and complex strategies and learn how to engage hundreds of thousands of facebook users a week with a tiny budget and a staff of one. Attendees will hear the quirky yet surprisingly simple story of the Charlottesville- Albemarle CVB’s creation of a Facebook page with zero fans and its transformation into the world’s #1 most engaged DMO Facebook page. Using an edgy voice, animals , sunsets, Flickr and other unconventional techniques, the Charlottesville page routinely finds itself in the top 1500 most engaged Facebook pages on the planet despite having only 40,000 fans. Attendees will learn dozens of tricks, tips and ideas they can immediately apply to their Facebook pages to increase interaction and skyrocket impressions and post views.
 Alfredo Tan
Group Director of Marketing Solutions
Facebook Canada
The wisdom of friends always wins. More than ever, travellers are relying on the recommendations of their friends to assist in their travel planning. Travellers are 80% more likely to book a trip from a friend liking a Page than they are from responding to a traditional advertisement.
Join Alfredo as he explores the new ‘5 Stages of Travel’, and what it takes to convert vacation dreamers into vacation bookers. This session will also highlight success stories from travel companies who have successfully leveraged Facebook to positively impact their business objectives, creating loyalty and awareness along the way. |
|
5:30 pm -
8:30 pm
|
Closing Reception
Cosmos Bar
|
|
THURSDAY APRIL 4, 2013
|
Caesars Windsor | 377 Riverside Drive East, Windsor, ON
|
7:00 am -
8:00 am |
Continental Breakfast
Sponsored by Travelodge Canada
|
8:00 am -
9:30 am |
The Canadian Destination Benchmarking Study in Conjunction with the CTC
presented by
Chris Adams
Director of Research & Online Marketing
MILES
Paul Nursey
Vice-President, Strategy & Corporate Communications
Canadian Tourism Commission
Alicia Whalen
Co-Founder & e-Strategist
A Couple of Chicks™ Digital Tourism Marketing
Paul Winkle
Senior Vice President
MILES
Join the team who brought together the first Canadian DMO Benchmarking reports and review the key findings of the 1st 2012 reports highlighting best practices in destination online marketing.
This ground breaking benchmarking study looks at the overall performance of 22 Canadian Destinations who participated in this reporting program - with key metrics comparing online performance against each other, and peer groups of 12-20 destinations each from the US, Australia and New Zealand.
The 2012 benchmarking study includes comparisons against 2011 and highlights from the CTC, Google Search trends, and an in-depth analysis of top social media performers by SparkLoft Media - based on their innovative Facebook Engagement analysis.
Alicia Whalen, Co-founder and Principal of A Couple of Chicks and Director of the Canadian DMO Benchmarking program, will lead the panel through a discussion of the key findings and recommendations.
The session will review the online performance of 22 Canadian DMO's
and an aggregated summary of results for Canadian DMO’s – DMO's were benchmarked against each other (within 3 DMO tier levels), and against an “international peer group” of broadly similar New Zealand and US Destination Marketing Organizations. This session will highlight key opportunities and lessons for you to apply in your destination.
This session is open to DMO's, Hotels and other travel suppliers.
* The next Canadian Destination benchmarking report is planned for June 2013 and additional DMOs are welcome to join. Contact A Couple of Chicks for details |
9:30 am -
10:30 am |
Do Brands help drive traffic to Destinations?”
Special Panel moderated by Tony Pollard, President, Hotel Association of Canada in a conversation with The CTC, Major DMO and Hotel Brands
Moderator
Tony Pollard
President
Hotel Association of Canada
Panelists
Gerry Chase
President | COO
New Castle Hotels and Resorts
David Elkins
Director of Advertising
TripAdvisor
David Doucette
Executive Director, Internet Marketing
Fairmont Raffles Hotels International
Victoria Isley
Chief Executive Officer
Destination Marketing Association International
|
ROTATION 5 (4 BREAKOUTS)
|
| 10:30 am - 11:30 am |
Google Adwords
presented by
Kara Moddemann
Google Inc.
This hands-on workshop about Google and taught by Google will show you how to create effective, well-structured AdWords campaigns to drive traffic to your website. Google will cover the building blocks of setting up an account, keywords and search terms and how to optimize current campaigns and uncover new opportunities. Whether you are new to AdWords or an experienced advertiser you will get answers to everything about AdWords.
Managing your Social Community
presented by
Noah Fleming
President, Fleming Consulting & Co
Today’s consumers are sharing comments about your brand through blogs, tweets, online review and status updates and as a business it’s up to you to listen. "Online Reputation Management" is no longer a buzzword; it is now something that every successful business needs to devote resources to. In this session you will learn how to train and mentor these brand champions to keep your fans engaged and your brand reputation intact.
Gamification in Travel - Get in the Game
presented by
Brian Wylie
Executive Vice President, Play Money Media
The integration of games into online marketing and communication efforts is emerging as a powerhouse for brands and is a direct reflection of the changing demands of audiences. Gamification refers to the use of gaming techniques and game mechanics to spur brand engagement and social sharing online. Learn how travel brands can effectively participate and use their products/services as online currency to generate awareness, motivate behaviours and drive responses. Create brand awareness and build loyalty for your travel brands in non-traditional environments with highly targeted audiences across both geo- and demographic markets.
DMO Breakout
The workshop session provides real depth and actionable insights from the DMO Benchmarking study results. This ground breaking performance study clearly identifies what is working - and what is not for Destination Marketing professionals in Canada and around the world. Using insights and key takeaways from the DMO Benchmarking report, program directors, Chris Adams (Miles Partnership), and Alicia Whalen (A Couple of Chicks) will outline detailed list of action items for DMOs from the benchmarking study including web site design, content, campaign management, international marketing and Social media integration.
See where you compare - and learn what global DMO best practices look like.
|
11:30 am -
1:00 pm |
4th Annual Canadian e-Tourism Awards
Title Awards Sponsor ~ Google
Awards Luncheon Sponsored by Trust You
Hosted by Michele McKenzie
President and CEO, Canadian Tourism Commission
|
|
|
CLOSING KEYNOTE
|
|
1:00 pm -
2:00 pm
|
CTRL ALT DEL: How to Reboot Your Business in a Connected World
Mitch Joel
President
Twist Image
In short: business has to reinvent not only itself, but the entire industry that it serves. Its very survival depends on it...and you need a roadmap. The business world isn't changing...the business world has already changed. Dramatically. It's an iterative process that is not taking place year by year, but moment by moment. Big, medium and small businesses are being beat-up by two people, a clever spin on a traditional industry, some Ikea desks, open source software and a couple of iPhones. What are you going to do about it? This is your reboot.
|
|
2:00 pm -
2:15 pm
|
Presentation of the ORC Social Scale 2013 Mayor
|
|
