8.00amCoffee and Registration

9.00amDay 1

Opening Keynote session - Overview and Analysis - Plenary

Evaluate which Web 2.0 initiatives will dramatically impact your business

• Web 2.0 initiatives including user-generated content and social media are transforming the online travel space. From a macro and micro perspective, what impact will they have on your business? What opportunities do they present for your company?
• How is consumer behaviour evolving in the diverse European marketplace? What critical marketing trends do you need to embrace?
• With an ever increasing crowded online European travel space - how can you ensure you are spending your marketing budget effectively? Do Web 2.0 and social media initiatives boost your brand and drive sales?
• Facebook has recorded a year-on-year growth of over 1600% and has a worldwide client existing client base of over 46 million. How can you leverage the huge volumes of traffic that these mega social networking sites, like Facebook, YouTube or MySpace, attract?
• What role does social media play in the marketing mix? Can social networking sites really be monetized?
• What are the limitations of social networking and user-generated content sites for the travel industry? Is your time and money better spent elsewhere?
• Understand how to avoid common Web 2.0 pitfalls and misguided investments

• Blaise Fiedler, Head of e-Business Consulting, Amadeus
• Steven Taylor, Senior Director International SPG, Starwood Hotels & Resorts Worldwide
• Sarah Newman, Regional VP, Commercial Director, Royal Caribbean Cruises International
• Sandra Leonhard, Director Web Strategy & Business Development, TUI Travel plc

10.30am - 11.15amExtended Coffee Break - Optional Networking 'Icebreaker'

11.15amSession 1: Social Media - Presentations and Panel

Defining your Social media & User-Generated Content (UGC) strategy

Developing your own social media and User-Generated Content strategy can be mind boggling. A false move could cost your business dearly. Analyse what options are available and which will add value to your business.

• What types of companies are suited to user-generated content and social media initiatives?
• A recent Jupiter survey revealed that 69% of consumers don't trust social media sites - Can positioning a site with social networking as a key component alienate audiences?
• How can UGC help you differentiate your services and de-commoditize your product?
• Initiating a new social media strategy requires the support from your entire company - how do you get "buy-in" from all departments in your company and secure the necessary resources?
• Who should be responsible for a company's social media strategy?
• Should you partner with UGC sites? Do they really increase conversions?
• From user reviews to photo sharing - which forms of UGC would add the most value to your brand/website?
• What is the relevance of generic social communities to travel-based organizations? Have travel-based applications on such sites been successful?
• How can travel suppliers and intermediaries work advantageously with social networking sites?
• What technology is essential for an effective social media and UGC site?
• B2B social networks - what is their purpose?

• Martin Verdon-Roe, Head of Sales, Europe, TripAdvisor
• Malte Siewert, MD, Trivago
• Frank Voss, COO, Derag Hotel and Living AG

12.45pm - 2.15pmNetworking Lunch break

2.15pmSession 2: Social Media - Case study - 20 mins

An insight into User-generated content metrics

• What kind of metrics apply to user-generated content? How can you measure what is being said about your brand?

• Vicky Brock, TrackingTourism.com author Co-Founder, Highland Business Research

2.35pmSession 3: Social Media - Presentations and Panel

How does User-generated content impact the consumer purchasing decision?

Recent studies up to 88% of TripAdvisor's readers are influenced by what they read. This site and other UGC sites are fast becoming an essential stop in the purchasing cycle.

• To what extent does UGC impact the customers' decision making process to buy your product?
• How can you profit from consumer generated content?
• What do people actually look for in consumer generated content? When do consumers seek out UGC in the buying cycle?
• Understand why a user wants to share their travel experiences and create a website tailored to their needs
• Hear real examples as to how UGC can positively and negatively impact the decision to purchase
• Learn what strategies you can use to ensure UGC positively impacts the consumer's decision-making process
• How can you provide your customer with the most relevant reviews to them?
• What user profile data of the reviewer is of use to the potential customer when deciding the relevance of a review?
• User-generated content sites, like TripAdvisor, are now moving into social networking, will other travel-specific UGC sites follow suit?
• Analysis has shown user-generated reviews to be mostly positive in the UK/US - does this vary across the different European countries? What role do cultural attitudes play?

• Friedrich von Scanzoni, Managing Director, Holidaycheck
• Feargal Mooney, CEO, Web Reservations International (Boo.com)
• Ron Kuhlmann, Director, Editor of Scorecard, Global Transportation, Unisys

4.00pm - 4.30pmNetworking Coffee Break

4.30pmSession 4: Social Media - Presentations and Panel

Social Media & CRM - Increase customer loyalty through open dialogue with your customer

Opening up the communication channels with your customer requires careful management. Understand how to actively encourage positive feedback, manage negative feedback, develop a community, gain insight into the consumer experience and foster loyalty.

• How can UGC help you create a dialogue with your customers and provide you with a platform for communication?
• How do you safeguard yourself against customer backlash?
• What do users get back in return for being part of an online community?
• What are the dangers of compensating users for submitting reviews?
• Learn how to increase customer loyalty by giving your customers the opportunity to influence your site
• How do you actively grow your community whilst still maintaining an inspirational quality?
• Is there any difference between an acquisition and retention UGC strategy? If not why?
• Over 15,463 people petitioned on Facebook when BA introduced a ban on surf boards - How can you use social media & user-generated content as a means to gain insight into consumer wants, needs and desires?

• Jerome Touze, Co-Founders, WAYN with questions from Hugo Burge, Vice Chairman, Cheapflights

5.00pmProduct Box

With so many new online start-ups entering the European travel market the product box is a pressure-free, quick fire way to find which innovative ideas would add value to your business

5:30pmEvening Drinks Reception

Day 2

9.30amSession 1: Keynote

Understand How to Build a Successful Online Community

• Hear key insight from one of the world's leading media companies as how to build and maintain online successful communities
• Understand how to develop and manage existing and new social web strategies and experiences

• Meg Pickard, Head of Communities & User Experience, Guardian Unlimited

10.00amSocial Media - Presentations and Panel

Practical Insight into How to Monetise Social Media

• Hear research findings from EyeforTravel´s recent study of social media and consumer behaviour
• Understand the key benefits of social media for your business

• Simon Carkeek, Executive Director, EyeforTravel
• Joel Davis, CEO, TalkingTrip

10.45am - 11.30amNetworking Coffee Break

11.30amSocial Media - Presentations and Panel

Social Media & Content

According to Datamonitor, in just three years time 70% of online content will be user-generated. The choice of content for your website dramatically impacts the consumer purchasing decision process. Learn what role social media and user-generated content adds value to your site.

• Consumers are increasingly demanding content-rich information. How 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?
• Is a wide variety of content really necessary? What content do customers find necessary and what can you do without?
• How can you link the various social media mediums together, such as videos, podcasts and blogs?
• See how social media sites, like YouTube, can provide your travel company with unique, rich-media content.
• Is video media the key trend for the future? What impact could video content have on your brand?
• Should you spend money sourcing your own content or let your customers create your content instead?
• How do you maintain the quality of user-generated content?
• How do you ensure the consumer finds the most relevant content to suit their needs?
• How are technological developments enhancing the ease of content sharing?
• Build credibility through aligning "unofficial" user-generated content with the official web content on your site

• Thomas Reiter, Country Manager, Opodo Germany
• Andy Owen-Jones, MD, UK, Traveltainment
• Marc Ruff, CEO, TVTrip
• Adam Healey, CEO, VibeAgent

1.00pm - 2.00pmNetworking Lunch Break

Plenary session - Presentations and Panel

Driving Quality traffic to your website - Are you wasting value marketing €?

• Search engine algorithms have evolved and have become more sophisticated - evaluate how you need to adapt your search strategy accordingly
• Spending more money for SEO does not ensure success. Are you wasting your marketing budget on extortionate PPC rates?
• Learn how to ensure your site's Web 2.0 features drive customers to exactly what they are looking for
• With the increased costs of search engine marketing, how can you use social media sites to reach new customers?
• According to Search guru Mani Karthik, "The power of social media is incredible. It can help travel your content at alarming speeds to the length and breadth of the Internet not possible by any other technique today."
• Learn how a strong social media search strategy can drive traffic to your site
• Get advice on aligning your search strategy with user-generated reviews
• Develop a search engine marketing strategy that not only balances paid and unpaid search, but also considers social search engine marketing as a distinct area
• Should you do social search marketing in-house? Are tools, like Google Adwords or Technorati, up to the job?
• The Long tail - How can independent hoteliers use social media to drive traffic and create brand awareness? How can you use UGC to build a library of truly niche content?
• As travel search marketers become more effective in paid search, social media, and related online marketing, how does this affect concepts such as seasonality and the long tail?

• Yen Lee, Co-Founder & President, Uptake
• Andy Atkins-Kruger, MD, WebCertain

3.15pm - 3.45pmNetworking Coffee Break

3.45pmPlenary session - Panel Debate

The Future of Search CEO Panel Debate

How are so-called meta-search sites evolving and what search features and what role do they play in the purchasing cycle? Will they keep the PPC model? Will meta-search based on price alone diminish? Will they provide better qualified traffic? Will user reviews and social media also be incorporated?

• Beatrice Tarka, CEO, Mobissimo
• Ole Stouby, CEO, Travelmarket
• Yen Lee, CEO, UpTake
• Claus Weber, Senior Partner, Kinkaa.de

4.15pm - 5.00pmKeynote Plenary Session

Understand how to make your brand sticky in an ever increasingly competitive online environment

Brand identity has never been so important. Analyse which European travel brands are successful and why. Hear innovative techniques to improve brand awareness without blowing your budget.

• How can you develop a successful brand in a multi lingual Pan European environment?
• What techniques can you use to create customer loyalty, stickiness and brand affiliation?
• Do you need to develop a brand defensive strategy to protect and monitor your brand in the online space?
• What impact does user-generated content have on travel brands? Who has lost brand value due to UGC? What can you learn from their mistakes?
• With over 30 Ryanair hate groups on Facebook, how damaging are social networking sites to your brand?
• How can social media help you de-commoditize and personalize you brand?
• What strategies enable you to maintain and build your brand image on social media sites?
• In the US, Travelocity have used the roaming Gnome on MySpace to engage fans, share deals and create brand loyalty. How can you use a brand advocate on a social networking site to generate brand awareness, drive traffic and sell products?
• Understand how to use Widgets, desktop applications and other tools to build brand awareness

• Calum Russell, Commercial Director - EasyHotel Ltd.

5.00pmEnd of Conference

Please note this conference will be run simultaneously with the Online Marketing in Travel conference. The keynotes however will be presented to the full summit audience. All conference delegates are free to move between the 2 conference tracks and tailor their own agenda.