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Agenda

Sunday March 4th - Pre-Registration Drinks (Sponsored by Milestone Inc) - 6.00 - 8.00pm, Hotel Nikko

Monday March 5th - Coffee & Registration - 7.30 - 8.45am

Chaired Susan Black, EVP, Global eCommerce, American Express Vacations

March 5th, Day One - 8.45am
8.45 - 10.15 The Future of Social Media - Prepare Your Business For the Future and Understand the Wider Impact of Social Media on Your Business
As an industry we need to fully understand the ‘bigger picture’ when it comes to how social media is truly influencing our customer’s behavior. What do the billions of social interactions online regarding the topic of Travel actually mean to us as Travel brands? How can you prepare your business for the future? What key trends are fuelling change in the social media space? People will always interact online but as the growth of major social sites such as Facebook start to slow, what does the future hold for social media? How will consumer interactions change and progress? Information overload – social giants are filtering the information presented to consumers according to their behaviour. What does this mean for your brand? Google – Is Google+ here to stay? What about new sites Pinterest? Joshua Pelz, Chief Digital Strategist, Gansevoort Hotel Group Geoff Lewis, Senior Director, Social Loyalty, Switchfly Elizabeth Cecconi, Community Engagement Executive, SimpliFlying
10.15 - 10.45 Networking Coffee Break
10.45 - 11.45 Getting the Most Out of the Convergence between Mobile and Social Media
EyeforTravel’s recent Social Media & Mobile in Travel report found that 38% of those surveyed agree that mobile has improved consumer engagement. The overlap between social media and mobile provides a fantastic opportunity to savvy travel brands. You are now able to know more about your customer’s likes, dislikes and location than ever before. How can travel brands take advantage of the convergence of social, mobile and the opportunity to offer targeted local deals? How can the features of the smartphone – such as locations services, cameras, messaging – be tied into your social media campaigns? How can on-site mobile communications be used to drive positive social media engagement and maximize WoM and brand awareness? Use Social Media and Mobile to maximize consumer spend Lise Struwing, Director, Web Strategy, Loews Hotels Margaret Mastrogiacomo, Manager, New Media & Creative Strategy, HeBS Lucas Cobb, Director, Mobile Product Development, MMG Worldwide
11.45 - 1pm Measuring Social Media ROI – Yes, It is possible!
Take a holistic approach to include measuring online, offline, on-site behaviour combined with social media channels to fully understand the social consumer eco-system. Learn how to identify which followers/fans are most valuable to your brand Take away a step by step guide to adding meaning to your measurements This session is worth your attendance to the event alone! Barbara Pezzi, Director of Analytics & Search Optimisation, Fairmont Raffles Hotel Mac Joseph, Senior Manager, Social Media Marketing, Mandarin Oriental Hotel Group Anil Aggarwal, CEO, Milestone Internet Marketing Inc
1.00 - 2.30pm Networking Lunch Break (Including Themed Networking Lunch tables)
Mobile Strategies Track	Social Media Strategies Track
2.30 - 4pm Mobile Innovation in Travel Awards - The Final	Top Tips for Managing Social Media Internally
Innovative travel brands are realizing the importance of mobile to inspire, engage and convert customers. We recognize that such brands are risking valuable time and resources to pave the way for others to follow. EyeforTravel’s Mobile Innovation in Travel Awards seeks to reward such brands. The awards categories and finalists are - Best Mobile Travel App Best Western 2 Go TripAdvisor Orbitz Worldwide Worldmate Best Mobile Website Best Western 2 Go Marina Bay Sands Hotwire Best Mobile Strategy CarTrawler InterContinental Hotel Group TripAdvisor The final pitches will be judged by our expert panel of judges :- Michael Becker, North America, Managing Director, Mobile Marketing Association Tim Gunstone, MD, EyeforTravel Ltd Ricky Heath,Travel & Transportation, AT&T Glenn Gruber, AVP, Market Development, Travel Technologies, Ness Technologies The winners will be announced at the evening networking drinks reception. Please email gina@eyefortravel.com for further details Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally	Social Media is raises a lot of managerial questions internally. Strategy, structure and employee engagement all need to be considered in detail to get the most out of your social media campaigns and take then to the next level. Case Study – Deploying the hub and spoke model - Hear an example of how a global travel brand rolled out successful central social media guidelines without compromising on flexibility Provide support to those who form the spokes of your model Identify social media gurus within your organisation and understand how to give then the right guidance to achieve more Learn how and where to position social media within your company – do you want to become a fully-fledged social media company? Understand how to forge closer relationships between those responsible for social media and other departments (including sales) What are the pros and cons of working with agencies to manage social media? What tools are available to simplify social media management? What can you do to achieve social media excellence with few resources? Budget, time and resources – what’s needed? Jennifer Stafford, Social Media Manager, HomeAway Hayley Mitchell, Social Media & Community Manager, Fairmont Raffles Hotels Tarik Qahawish, Director, Digital Marketing & Communications, Aeroplan Benjamin Jost, CEO & Founder, TrustYou Ellen Hahn, VP Brand Communications & Advertising, Hyatt Hotels
4.00 - 4.30 Networking Coffee Break
4.30 - 5.30 Mobile Innovation in Travel Awards Mobile Apps & Web Apps - Understand What Really Delivers Success for Travel Brands	Social Media & Customer Service/Crisis Communications
Is your website mobile ready? If not why not? What features do travelers value in a mobile app? How do they differ for apps for tablets? Understand how to constantly strive to improve the user experience Should you write Web and/or Native Applications? How will HTML5 transform the mobile web? Is HTML5 good enough to support your rich media travel initiatives? App overload - with so many apps on the market – don’t fall at the first hurdle. Hear top tips to market your app and encourage app downloads at every opportunity Will the Apple store continue to dominate the app landscape? What plans do other players have? Adam Goldstein, Co-Founder & CEO, Hipmunk Melissa Matross, Head of Mobile &Media, Hotwire Lisa Silveria, Manager of Product Management, TripIt Chad Dyer, Global Managing Director, Mountain News Corporation (Publishers of OnTheSnow & MountainGetaway) Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally	Online-savvy corporations are becoming aware of the importance and benefit of social media as a customer service tool. Quick start your Social Customer Service strategy: How to get it up and running within your organization and make sure your employees know what it is - and what it isn't The role of the skilful social media customer service specialist: How to empower your customer service team and/or acquire new staff with the necessary skill set to succeed Overcome organizational challenges: How to conquer traditional silohed functions and replace them with a fully-functioning integrated business unit Escalating situations: How to assess a potential crisis - and know when stepping in rather than keeping out is the best thing to do Eyes Wide Open: Establishing a company policy so that everyone involved in your social media operation knows what they need to do to limit the negative impact when you're fire-fighting Rogue Customers: How to deal with liars, cheats and scoundrels Jerry Fletcher, Manager Reservation Systems & Social Media, Delta Air Lines Andrew Gillespie, Manager, Guest Services - Worldwide Reservations Office, Four Seasons Hotels Gregg Tilston, Global Social Media Leader, Flight Centre Robert Palmer, Manager, Public Relations, WestJet

5.30 - 7.30pm - Networking Drinks Reception (including the announcement of the winners of the Mobile Innovation in Travel Awards!)

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March 6th, Day Two - 9.00 - 5pm
9.00 - 10.30 Understanding Key Developments in Consumer-Facing Technology
We are now dealing with an always on, always connected consumer. Many consumers are shifting away from the desktop to mobile devices and beyond. For your business to survive, you need to understand what technology your customer is using and how it’s influencing their behavior. What platforms will consumers be using in the next 2-5 years? How can you prepare to impress even the tech savviest of consumers and avoid lagging behind? The rise of the tablet– as tablets look set to stay, how will they influence the way you communicate with your consumers? Mobile video – when will mobile video become mainstream? What can we learn from the retail industry when it comes to consumer technology? The Future of the OS - Will Microsoft catch Apple and Android? Sam Shank, CEO, HotelTonight George Meredith, Global Mobile Sales and Product Strategy, Google Philip Grote, Director, Client Service - Marketing Solutions, comScore Inc Dustin Warr, Director, Strategic Partnerships - Travel, LivingSocial Ricky Heath, Industry Solutions Practice, Travel and Transportation, AT&T


10.30 - 11.00 Networking Coffee Break
11.00 - 12.15 Achieve Seamless Customer Communications across Multiple Platforms
Desktops suit pre-trip research and booking. Tablets are fun, inspiring and accessible on the move as well as in the home. Mobile gives you access to your consumer on the move via mobile web and apps. Your customers are engaging with your brand across multiple platforms, but are your communications fragmented? How can you achieve seamless, intelligent communications across multiple platforms? Consider the user experience at every interaction with your brand. Katherine Bose, Director, Mobile Partnerships, Americas, TripAdvisor Joost Schreve, GM EveryTrail, TripAdvisor Will Pinnell, Director, Mobile Strategy & Traveler Solution Product Marketing, Sabre Holdings
12.15 - 1.45/2pm Networking Lunch Break Including 'Getting to Grips with Google+' Workshop Walton Norris, Social Specialist, Travel, Google
Mobile Strategies Track	Social Media Strategies Track
2.00 - 3.15 Managing Mobile – Make the Right Decisions Now for Future Mobile Success	1.45 - 3.15 Driving Customer Engagement via Social Media
Who should be responsible for mobile in your organization? How much budget and resources should you apply? Should you outsource your mobile initiatives? How can you get senior management buy-in? Which operating systems should you design for? Bill Keen, Director, Mobile Solutions and Emerging Products, Web and Interactive Marketing, InterContinental Hotels Group Rob Webb, VP of Product, Liftopia Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally	In short, your firm's conversational skills are now business-critical and it's not just what you say - the way that you say it is equally important Part 1 – Getting it right internally Humanize Your Brand: What sort of a face do you want to show to your public? Authenticity: Creating a transparent external voice that reflects the culture of your business by using appropriate customer service language and assuring you do not come over as robotic The Real Time Environment: Avoid the trap of being reactive, but make sure you are on time and ensuring you stay constant in your approach to customer service exchanges Part 2 – Get the right content – Hear inspiring travel case studies Manage the complete customer experience - Understand how to drive engagement pre-, during and post the customer’s trip Viral Social Media – what works? New product launches – how can social media be used to drive excitement around new product launches? Marco Fanton, Social Media Director, Melia Hotels International Tom Rowe, Director of Web Marketing, Visit Baltimore Vanessa Sain-Dieguez, Director, Social Media Planning & Integration, Hilton Worldwide Sarah Clark, VP Product & Marketing, STA Travel Jill Fletcher, Social Media & Communications Manager, Virgin America (panel only) 3.15 - 3.45 The Future of User Reviews ASA investigations into fake reviews on TripAdvisor along with unscrupulous companies offering to post positive reviews for hotels caused many to re-address the value of user reviews. As the market becomes more and more saturated by user reviews, what does the future hold for user reviews? Do consumers still find them useful? How can you make them more relevant to the consumer in the planning process? Josiah MacKenzie, Partnerships & Business Development, ReviewPro & Publisher, Hotel Marketing Strategies Isaac Gerstenzang, Corporate Director - eCommerce, Destination Hotels & Resorts
3.15 - 3.35 Monetizing Mobile - Learn What Content Works For Mobile Marketing Communications
How should your communications/content change via Mobile? How can you encourage consumers to take the actions you desire? Examine common mistakes and avoid lower than expected results Measuring the ROI of your mobile communications is essential but not many brands seem to be doing it well. How can you get started? Scott McNeely, VP of Product, Viator, Inc Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally 3.35 - 4.00 Effectively Service the Customer On-Site Via Mobile How can you use mobile to engage your customers, keep them informed and also up-sell and cross-sell during their stay? Learn how to tie in social media communications with your mobile initiatives Understand how mobile can be used to improve staff/team communications and improve customer service on-site John Knowles, Social Media Consultant, The Roger Smith Hotel Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally
3.45 - 4.15 Networking Coffee Break
4.00 - 4.30 Local Search, Location–Based Services and NFC Technology
What does the future hold for Location-based services? Tapping the power of local search – what opportunities exist to up-sell and cross-sell to travel consumers? Lucinda Newcomb, Head of Mobile Product Management, Lonely Planet Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally 4.30 - 5.15 Forge Successful Partnerships with Blogs, Other Travel Suppliers and Online Communities to Drive Interest in Your Travel Product Online communities have grown up around many different interest areas such as fashion, food, sport and art. Travel brands are realizing that such communities offer a great opportunity to engage target audiences and win new clients. How can travel brands identify which blogs/communities are relevant to your brand? How can travel brands establish a mutually beneficial relationship with blog owners? Which engagement tactics work and which should you avoid? Understand to partner with the right community to foster an aspirational ‘lifestyle’ element to your brand Destination competitions can drive huge interest in your brand but can be complex to arrange – hear top tips to make them work How can you activate super influencers? Megan Kat Williams, Marketing Communications/Social Media Manager, N. America, LAN Airlines Gary Arndt, Travel Blogger, G Adventures Jacqueline Tanzella, Head of PR and Social, Hipmunk Moderated by John T. Peters, VP/GM Digital Strategy, Rand McNally
	4.15 - 5.15 Getting the Most out of Facebook & Twitter
	Facebook and Twitter still remain the favourite platform for travel brands to engage customers. But are you making the most of your FB I & Twitter initiatives? Hear top tips for optimal Facebook fan page design What works best, using a competition to increase ‘likes’ or encouraging loyal Facebook fans through rewards/incentives over the longer term? What features work best to drive engagement? Hear how to use FB for successful product launches Jeremy Downs, Commerce Partnerships, Facebook Magali Berville, Director of e-Commerce, N. America, Accor Toby Skinner, VP Marketing, Weather Underground
End of conference - 5.15pm
5.15 – 6.45pm NEW! Join the Social Media MasterClass*
Sign up to the new social media Simpliflying MasterClass and you’ll go home with an abundance of ideas and instructive guidance on what steps to take to improve your brand’s social media initiatives. This 1.45 hour workshop will share over 25 case studies of travel brands in social media and give you a deep-dive experience into at least 3 cutting-edge tools. The MasterClass will help you digest the information shared over the 2 day conference and identify how you can apply it to your company’s specific business needs. We guarantee that it will be the most valuable 1.45 hours you will spend on social media this year! MasterClass is run by SimpliFlying. Click here to view a video of the MasterClass in action. *Please note that this workshop is an opt-in part of the conference programme ($300)

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Social Media Strategies for Travel 2012

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