eyefortravel - social media strategies in travel europe 2008

8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008

1/6

Conference & Exhibition 14-15 October 2008, Munich

Hear how to exploit & control the explosion in

user-generated content and social networking

GET REaL-wORLD aDVIcE on building a

comprehensive Social Media strategy

INVESTIGaTE SOcIaL mEDIa maRkETING

STRaTEGIES and establish what works oryour business

FIND OuT whaT SOcIaL mEDIa cuSTOmERS

REaLLy waNT and make sure they get it

hEaR hOw TO uSE SOcIaL mEDIa to attract

and retain online customers

PROTEcT yOuR BRaND ImaGE and build brand

awareness learn how to manage and monitorthe eect o user-generated reviews

DIScOVER hOw TO wORk wITh SOcIaL

NETwORkING SITES now and in the uture

GET ahEaD

OF yOuR

cOmPETITORS -

cut the hype and

be the frst tobe where your

customers are

Use social media to enhance your brand,increase sales & attract new customers

Social Media Strategiesin Travel Europe 2008

OPEN NOW TO VIEW THE FULL AGENDA & SPEAKER LIST

SECURE YOUR PLACE TODAY

Benchmrk our trte nt

thee ke ndutr epert

svn ty,Senior Director

International SPG,

Starwood Hotels &Resorts Worldwide

sh Nwmn,Regional Vice

President, CommercialDirector, EMEA,

Royal CaribbeanCruises International

svn Gnwy,CCO, SkyEurope

Mih simn,Area Director,

Central Europe,Marriott International

Min Vdn-r,Head o Sales, Europe,

TripAdvisor

Fdi kinnunn,Director o Direct Sales,

Sterling Airlines

Jn ojn, MD,lastminute.com

Germany

cum ru,Commercial Director,

EasyHotel Ltd

Parto

ftheannual

Sales&Marketingin

TravelSummitEurope20

08

Ignore User-generatedContent and Social Media

at your peril.This conference is a must!

James Carmogy, Seaport

(Attendee of Social Media inTravel USA08)


2/6

The way we use the internet is changing. We work online,we make plans online, we even socialise and relaxonline. With this change, comes a whole host of new

opportunities for travel marketers to innovate and sellmore travel.

Europes dynamic, web savvy, travel consumers are no doubt

talking about your product online. The challenge is how you

can ensure you are a positive part of the online conversation

and enter into their purchasing cycle?

l wih w bi

umin. l

um yu hv

n nin n.

Yu bby hv

num

v eu. andIm u yu dy

u -mm nd

-ming gi.

th gd bu yu n g uh. tv m

nd mv y hd hi um h u

nd nn wih hm nin.

a , h dy i h num wh dmin yu

mny dibiiy n ing n d

mign. Wh yu um wn

d i ngg nd in. and i yu

wn in wih hm nd b

wh yu um , hn yund mhniv i

mdi gy.

Hwv, hi i i id hn dn.

th nin v induy i wh wih

Wb 2.0 iniiiv, u-gnd nn

(UGc) nd i nw. s i yu ging immn n

iv i mdi iniiiv, yu nd nw hw n

i, mng i nd xi i m yu nd. N mnin h

iu ging mny buy-in m yu ni gniin

u, immn nd v i.

The bottom line is: You need to make money from it.

Create a clear strategy

a h i mdi hnmnn i nw i i diu bin

h m inmin yu nd m n

inmd diin wh

gy wud bn

yu mny. W

bing gh h

gb innv

in hi d

hw yu i

xm nd

iv idvi wh

w.

Identify the pitfalls

ciny i mdi nd UGc wu u in h

igh hnd bu n hy ju diu y mng?a hi unbid um diuin w wn ju highigh h

unii, w wi xmin hw vid h i

whih ud v yu .

Sell to a captive audience

th numb individu uing UGc nd i mdi i

ining n xnni vy dy. tv i n h

m d bu i nin. Find u hw u-gnd

nn i ying n iningy imn in h uhing

y. H m h x in mniing i mdi wh wi

hw yu hw buid u, gniin nd b nvin!

Generate brand awareness

I i mdi nd UGc n uniy h

yu bnd? Jin h db nd nd u hw

yu n u hm dd vu yu bnd!

Manage customer expectations

H i dvi n hw xi h i nwing

nd u-gnd nd ngg yu num vi

nizd, iniv h

Go home inspired!thi i um v induy x

uing-dg ming gi div yu

buin wd. I h g d

u wih nhuim nd id xi h inhn

(nd gy und) unii n in h

dynmi eun nin v m.

Our inaugural Social Media Strategies in Travel conference

in San Francisco was a complete sell out so dont delay

sign up today!

CUT THROUGH THE HYPE - TURN SOCIAL MEDIA TO YOUR ADVANTAGE

The best conference Ive ever attended. Ive never walked away with so manyaction items and ideas for improvement of my site. I am excited aboutbeing part of the travel market during this time of incredible change

Alex Orson, Hyatt Hotels (Social Media in Travel USA attendee 2008)

Onl EeforTrvelevent delver uch hue

mount of qult nformtonn uch hort mount of tme

David Meier,Interval International

Four week of reerchccomplhed n 2 d.

Fnttc overvew of omeof the ke pler n th pce

Beckie Watson,Travelport

Th event wrht on tret. it delvered

nformton on ver mportnttopc t crtcl tme for

the trvel ndutr onlne. i cntwt to ttend net er

Ken Knecht,Merinecarson

Twinned with the Online MarketingStrategies in Travel conference!

Ugd yu nin ming i! thi vn wi b

winnd wih h onin Ming in tv nn

eytv nnu s & Ming in tv eu

summi. t wi h -wd dvi n y

i vuiniz yu nin ming gy. ti

inud - Undnd wh y nv b

n yu wbi, vm h hng ing nin

pn-eun udin, h innviv wy ngg yu

um nd mximi um nd n yu wbi.

a nn inud both imunu yu mv bwn hm nd h h

id in ui yu nd! F m inmin

www.yv.m/mu


3/6

Day One:Tuesday 14 October 9am 7.30pm

Held as part of the annual Sales &

2 conferences for the price of 1! See www.eyefortravel.com/

OPEning KEynOtE sEssiOn - OVErViEw anD analysis - PlEnary

Evlute whch Web 2.0 nttve wlldrmtcll mpct our bune

Web2.0initiativesincludinguser-generatedcontentandsocialmedia

nming h nin v . Fm m nd mi

iv, wh im wi hy hv n yu buin?Wh unii d hy n yu mny?

HowisconsumerbehaviourevolvinginthediverseEuropean

m? Wh ii ming nd d yu nd

mb?

WithaneverincreasinglycrowdedEuropeanonlinetravelspace

hw n yu nu yu nding yu ming budg

ivy? D Wb 2.0 nd i mdi iniiiv b yu

bnd nd div ?

Facebookhasrecordedayear-on-yeargrowthofover1600%and

hasaworldwideclientbaseofover46million.Howcanyouleverage

h hug vum h h mg i nwing i,

i Fb, Yutub Mys, ?

Whatroledoessocialmediaplayinthemarketingmix?Cansocialnwing i y b mnid?

Whatarethelimitationsofsocialnetworkinganduser-generated

nn i h v induy? I yu im nd mny b

n wh?

UnderstandhowtoavoidcommonWeb2.0pitfallsandmisguided

invmn

svn ty, Senior Director International, SPG,

Starwood Hotels & Resorts Worldwide

sh Nwmn, Regional Vice President, Commercial Director,

EMEA, Royal Caribbean International & Celebrity Cruises

ExtEndEd CoffEE BrEak SpEEd nEtworking

PrEsEntatiOns anD PanEl

Denn our socl med & Uer-genertedContent (UgC) trte

Dving yu wn i mdi nd U-Gnd cnn

gy n b mind bgging. a mv ud yu buin

dy. any wh in vib nd whih wi dd vu

yu buin.

Whattypesofcompaniesaresuitedtouser-generatedcontent

(UGc) nd i mdi iniiiv?

HowcanUGChelpyoudifferentiateyourservicesandde-

mmdiiz yu du? shud yu n wih UGc i?

D hy y in nvin?

FromuserreviewstophotosharingwhichformsofUGCwould

dd h m vu yu bnd/wbi?

ArecentJupitersurveyrevealedthat69%ofconsumersdonttrust

i mdi i - cn iining i wih i nwing

y mnn in udin?

Whatistherelevanceofgenericsocialcommunitiestotravel-based

gnizin? Hv v-bd iin n uh i

bn uu?

Initiatinganewsocialmediastrategyrequiresthesupportfromyour

ni mny hw d yu g buy-in m dmn in

yu mny nd u h ny u? Wh hud

b nib mny i mdi gy?

Whattechnologyisessentialforaneffectivesocialmedia&UGCsite?

Min Vdn-r, Head o Sales, Europe, TripAdvisor

Fdi kinnunn, Director o Direct Sales,Sterling Airlines

LunCh BrEak

CasE stuDy

an inht nto Uer-enertedcontent metrc

Wh ind mi y u-gnd nn?

Hw n yu mu wh i bing id bu yu bnd?

*M b nnund*


How doe Uer-enerted content mpctthe conumer purchn decon?

Accordingtorecentstudiesupto88%ofTripAdvisorsreadersare

infund by wh hy d. thi i nd h UGc i

bming n ni in h uhing y.

TowhatextentdoesUGCimpactthecustomersdecisionmaking

buy yu du?

Whatdopeopleactuallylookforinconsumergeneratedcontent?

Whn d num i u in h buying y?

Understandwhyauserwantstosharetheirtravelexperiencesand wbi id hi nd

HearrealexamplesastohowUGCcanpositivelyandnegatively

im h diin uh

Whatuserproledataofthereviewerisofusetothepotential

um whn diding h vn viw?

Analysishasshownuser-generatedreviewstobemostlypositivein

h Uk/Us d hi vy h din eun uni?

Wh d uu iud y?

User-generatedcontentsites,likeTripAdvisor,arenowmovinginto

i nwing. Wi h v-i UGc i w ui?

Fidih vn snzni, Head o Business Development, Holidaycheck

Fg Mny, CEO, Boo.com


socl Med & CRM incree cutomerlolt throuh open dloue wthour cutomer

oning u h mmuniin hnn wih yu um qui

u mngmn. Undnd hw ivy nug iiv

db, mng ngiv db, dv mmuniy, gin

inigh in h num xin nd yy.

HowcanUGChelpyoucreateadialoguewithyourcustomersand

vid yu wih m mmuniin?

Howdoyousafeguardyourselfagainstcustomerbacklash?

Whatdousersgetbackinreturnforbeingpartofanonline

mmuniy?

Whatarethedangersofcompensatingusersforsubmittingreviews?

Learnhowtoincreasecustomerloyaltybygivingyourcustomersthe

uniy infun yu i

Howdoyouactivelygrowyourcommunitywhilststillmaintaining

n iniin quiy?

IsthereanydifferencebetweenanacquisitionandretentionUGC

gy? I n why?

Over17,463+peoplepetitionedonFacebookwhenBAintroduced

bn n u bd - Hw n yu u i mdi & u-

gnd nn mn gin inigh in num wn,

nd nd di?p Wd & Jm tuz, Co-Founders, WAYN

*M b nnund*

17.30 EvEning drinkS rECEption


4/6

Day Two:Wednesday 15 October 9am 5pmarketing in Travel Europe Summit

meurope for the complete 2 conference track agenda

i w etremel mpreedwth the wde vret of compne,

ech hrn ther eperence, bunemodel nd opnon on other mjor onlne

pler. The topc were ver relevntnd the peker were nformtve,

quck, wtt nd ver nformtveRita Schiesser, Google Inc

KEynOtE

Undertnd How to Buld succefulOnlne Communt

Hearinsightfromoneoftheworldsleadingmediacompaniesasto

hw buid uu nin mmuniy

Understandhowtodevelopandmanageexistingandnewsocialweb

gi nd xin

Mg pid, Head o Communities & User Experience,

Guardian Unlimited

PrEsEntatiOns & PanEl

How Cn socl Med Provde you WthVluble, Dtnctve, Qult Content?

AccordingtoDatamonitor,injustthreeyearstime70%ofonlinecontent

wi b u-gnd. th hi nn yu wbi dmiy

im h num uhing diin . ln wh

i mdi nd u-gnd nn dd vu yu i.

Consumersareincreasinglydemandingcontent-richinformation.Hown yu my i mdi hi nd? Hw d yu nu

h nn n yu i i vn yu num g gu?

Isawidevarietyofcontentreallynecessary?Theissueofrelevance

i y - wh nn d um nd ny nd wh n yu

d wihu?

Howcanyoulinkthevarioussocialmediamediumstogether,suchas

vid, d nd bg?

Seehowsocialmediasites,likeYouTube,canprovideyourtravel

mny wih uniqu, ih-mdi nn.

Isvideomediathekeytrendforthefuture?Whatimpactcouldvideo

nn hv n yu bnd?

Shouldyouspendmoneysourcingyourowncontentorletyour

um yu nn ind? Hw d yu minin hquiy u-gnd nn?

Howaretechnologicaldevelopmentsenhancingtheeaseof

nn hing?

thm ri, Country Manager, Opodo Germany

M ru, CEO, TVTrip

adm Hy, CEO, VibeAgent

M siw, MD, Trivago

ExtEndEd CoffEE BrEak

PlEnary sEssiOn PrEsEntatiOns anD PanEl

Drvn qult trfc to our te -cn ocl med nd UgC ve ou mone?

Developasearchenginemarketingstrategythatnotonlybalancespaid

nd unid h, bu nid i h ngin ming

diin

LearnhowtoensureyoursitesWeb2.0featuresdrivecustomers

xy wh hy ing

Getadviceonaligningyoursearchstrategywithuser-generated

viw

Shouldyoudosocialsearchmarketingin-house?Aretools,

i Gg adwd thni, u h jb?

Astravelsearchmarketersbecomemoreeffectiveinpaidsearch,

i mdi, nd d nin ming, hw d hi

n uh niy nd h ng i?

tmh khib, Head o Global Marketing, SilverjetYn l, Co-Founder & President, Uptake

cin lwi,Head o Marketing, Aer Arann

LunCh BrEak

PlEnary sEssiOn - PanEl DEBatE

The Future of Met serch CEOPnel Debte

Hw m-h i vving? Wh h u wi

bm m u? Wi m-h bd n i n

diminih? Wh d hy y in h uhing y? Wi hy h ppc md? Wi hy vid b quid ?

Wi u viw nd i mdi b ind? s mny

quin min unnwd jin h db nd u m!

Bi t, CEO, Mobissimo

o suby, CEO, Travelmarket

Yn l, CEO, UpTake

cu Wb, Senior Partner, Kinkaa.de

KEynOtE PlEnary sEssiOn

Undertnd how to mke our brndtck n n ever ncrenl

compettve onlne envronmentBnd idniy h nv bn imn. any whih

eun v bnd uu nd why. H innviv

hniqu imv bnd wn wihu bwing yu

budg.

Howcanyoudevelopasuccessfulbrandinamulti-lingualPan

eun nvinmn?

Whattechniquescanyouusetocreatecustomerloyalty,

iin nd bnd iin?

Whatimpactdoesuser-generatedcontenthaveontravel

bnd? Wh h bnd vu du UGc? Wh n yu

n m hi mi?

Withover30RyanairhategroupsonFacebook,howdamaging

i nwing i yu bnd?

Doyouneedtodevelopabranddefensivestrategytoprotect

nd mni yu bnd in h nin ?

Whatstrategiesenableyoutomaintainandbuildyourbrand

img n i mdi i? cn i mdi h yu d-

mmdiiz nd niz yu bnd?

cum ru, Commercial Director, EasyHotel Ltd.

*M b nnund*

PRODUCT BOx

Wih mny nw nin -u ning h eun v

m eytv du bx i u-, qui

wy nd whih wud dd vu yu buin. t n yubuin mi [email protected]

17.00 End of ConfErEnCE


5/6

Twinned with the Online

Marketing Strategies in

Travel conference! Yes!! Please register me for Social Media Strategies for Travel Europe 2008(part o the Sales & Marketing in Travel Europe Summit)

Mr / Mrs / Ms / Dr: First name: Last name:

Company: Position/Title:

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NB: Full paYmeNt must Be received BeFore the eveNt

Copyright 2006 First Conerences Ltd. EyeorTravel reserves the right to make changes to the programme prior to the event. All rights reserved.

www.irstcon.com/irstcon/legal_notice.html This document contains original material which is protected by copyright. No unauthorised use o the material

herein may be made without the prior consent o First Conerences Ltd. EyeorTravel is a proprietary creation and trademark o First Conerences Ltd.

Conference & Exhibition

14-15 October 2008, Munich


Register online at www.eyefortravel.com/smeurope

Call Sinead now on +44 (0)207 375 7228

Block letters please

Email: [email protected] We will need your full contact detailsto process your registration

OnlinE: Go to www.eyefortravel.com/smeurope and submit your

details for instant confirmation. You can pay directly on thesecure site or request an invoice.

mail: This form to: Registrations, EyeforTravel,

7-9 Fashion Street, London E1 6PX, United Kingdom

Fax: Back this form to +44 (0) 207 375 7576

Call: The booking hotline on +44 (0) 207 375 7228

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Check/Draft: Payable to First Conerences Ltd.

DatEs anD VEnuE:

Conference: Tuesday 14th October -Wednesday 15th October

Venue: Sheraton Munich Arabellapark Hotel

aCCOmmODatiOn:

We have arranged a discounted room rate at theSheraton Munich Arabellapark Hotel. Reservationdetails will be sent to you when you register.It is recommended that you book early to takeadvantage o this oer, especially as our roomblock will fll up ast during this busy time inMunich.

CanCEllatiOns:All conerence places are ully transerable without any charge.There will be no penalty or cancellations received beoreFriday 11th September 2008 (Credit card registrations aresubject to a 5% cancellation ee) I written conirmation oa cancellation is not received beore Friday 11th September2008 we will be obliged to charge the ull conerence ee.Please note, you must inorm the conerence desk in writingo any cancellations: please email [email protected]. The organizers reserve the right to make changes to theprogram without notice.

As a general manager of a hotel,

the program identied many

opportunities to explore. The

clear message is; ignore UGC

and Social Media at your peril.This conference is a must!

James Carmogy, Seaport

A wonderful event thatspecically addressed Social

Media in the travel industry.

The networking was fantastic

as were the presentations

Christine Farina, The Walt Disney Company

It is always good to take a step

back from our own business and

look at the bigger picture. Thatsexactly what EyeforTravel events

do! Very refreshing!

Sarah Drake, Priceline.com

See what the delegatesof our inaugural Social

Media conference inthe US had to say...

REGISTER NOW!

EarlyBrdDscountSAVE200!

ifyouregsterbefore4thJuly2008

Upgrade your online marketing tool kit! This

vent will be twinned with the Online Marketing in

ravel conerence as part o EyeorTravels annual

Sales & Marketing in Travel Europe Summit. Toppeakers will share real-world advice on key topics

o revolutionize your online marketing strategy.

opics include - Understand what really converts

ookers to bookers on your website, overcome

he challenges o selling online to a Pan-European

udience, hear innovative ways to engage your

ustomers and maximise customer spend on

our website.

All conerence passes include access to both

imultaneous tracks so you are ree to move

etween them and choose the ideal sessions to

uit your needs! For more inormation see

www.eyeortravel.com/smeurope

Whether your interest lies in Social Media, orpdating your traditional online marketing strategy

or both - the 2 day Summit will provide you with

he key inormation, case studies and contacts you

eed to revolutionize your online business strategy!

Parto

ftheannual

Sales&Marketingin

TravelSummitEurope2

008


6/6

Conference & Exhibition 14-15 October 2008, Munich


EmAil: [email protected]

FAx: +44 (0) 207 375 7576 (UK)

CAll: +44 (0) 207 375 7228 (UK)

OnlinE: www.eyefortravel.com/smeurope

mAil: Registrations, EyeforTravel,7-9 Fashion Street, London, E1 6PX, UK

5 Easy Ways To Register

Social Media Strategies in Travel is the frst travel-specifc conerence to give practical

dvice on exploiting the social media phenomenon. You will have the opportunity to meet

unique cross-section o the industry all with one common interest the application o

ocial networking and user-generated content in travel. This conerence will attract the true

nnovators in online travel rom across Europe - And to ensure that you get to meet them

ll we have built ample networking opportunities into this event.

To Register Call Sinead Now on +44 (0)207 375 7228 (UK)

2 conferences for the price of 1!

svn Gnwy, CCO,SkyEurope

svn ty, Senior Director International SPG,

Starwood Hotels & Resorts Worldwide

cum ru, Commercial Director, EasyHotel Ltd

and Wbug, Corporate Sales Ofcer,

NH Hotels

p Wd & Jm tuz, Co-Founders,WAYN

sh Nwmn,Regional Vice President,

Commercial Director, EMEA, Royal Caribbean

Cruises International

Gh Gn,MD, Octopus Travel

Mg pid, Head o Communities & User Experience,

Guardian Unlimitedcin lwi,Head o Marketing, Aer Arann

Jn ojn, MD, lastminute.com Germany

Mih simn, Area Director, Central Europe,

Marriott International

adm Hy, CEO,VibeAgent

andy own-Jn, MD, UK,Traveltainment

M siw, MD, Trivago

simn liy, Director o Marketing, FlyBe

Fdi kinnunn, Director o Direct Sales,

Sterling Airlines

tmh khib, Head o Global Online

Marketing, Silverjet

Yn l, CEO,UpTake

o suby, CEO,Travelmarket.com

Bi t, CEO,Mobissimo

Gib rvin, Proessor o Tourism,

University of Sorbonne

eniqu Nd, Head o Travel, France, Google

Min Vdn-r, Head o Sales, Europe,

TripAdvisor

Fdi vn snzni, Head o Business Development,

HolidayCheck

M ru, CEO,TVTrip

thm ri, Country Manager, Opodo Germany

cu Wb, Senior Partner, Kinkaa.de

Ni Mn, Director o the Board,

Web Analytics Association

Hdwig Wing, CEO, Euro Relais

ONLINE CONTACT CENTREOrganize meetings in advance and touch

base with those crucial contacts through

ur online networking centre. This online

ystem will be up and running beore the

vent so you can make initial contact and

ter the event to catch-up with the people

ou missed.

NETWORKING RECEPTIONTesd 14t Otober, 5.30p - 7.30p

We know that you want to meet your ellow

ttendees in a social environment - which is

why our networking receptions are always

uch a great success! Being held in the

xhibition hall, this inormal environment

is the perect

opportunity

or you to see

the products

on oer, meet

your ellowdelegates and

discuss the

issues that have

been raised.

COFFEE AND LUNCHThe backbone o your networking, you will

be able to cement new relationships and

discuss uture

business

opportunities

during two

lunches and

our coee

breaks.

get rel-world dvce from thoe who hve

ucceeded. Mke the eentl contct ou

need to hrne the power of ocl med

Lern from thee mjor trvel

compne, ocl med te

nd ndutr uru

The range of speakers

and their knowledge and passion

for the topic was extemely inspiring.

I came away with a list of ideas to share

with our marketing team. On a personal

level I am very excited about being

part of the travel industry in such

an exciting time

Charlotte Johnson,

Tourism New Zealand

Parto

ftheannual

Sales&Marketingin

TravelSummitEurope20

08

eyefortravel - social media strategies in travel europe 2008

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