Sessions we are working on for eTS LABS in Philadelphia on March 14-15, 2017:
A. Content Marketing Track
1. Social Media Posts Analyzed by a Shrink for Likelihood to be Shared. We bring in a professional psychologist to help attendees understand why certain social media posts get shared, while others do not.
2. The Sales Funnel Re-Imagined. Upper, middle and lower funnel strategies that drive measurable results at all levels.
3. New Platforms and Targeting Possibilities on Facebook, Twitter, Instagram, and Google.
4. The “Cafeteria Co-op.” How destinations have worked with states and each other to develop cafeteria style campaigns where different partners buy in at different levels of investment.
5. How to Find the Right Influencers. Hint – Look locally.
6. The UGC Re-Think Tank. We look for new ways to harness the power of User Generated Content.
7. What’s New with Facebook/IG Ads? FB keeps moving the goal posts, but there are ways in which you can adapt your game.
8. Data Science vs. Creativity. Is this a shotgun marriage? Will SMB’s know what to do with the data?
9. Latest Targeting Technology. Newest targeting technology offered by the primary platforms: FB, Google, Twitter, Snapchat.
10. How to Entice Stakeholders/Partners to Invest More in Your Co-op Program. Off-season co-op programs.
11. ROI on Parade. We invite the leading purveyors of ROI solutions to a bake-off.
B. Visual Storytelling Track
1. Emotional Marketing. How tourism marketers have used emotion in posts, videos and blogs to drive greater reach.
2. Get Me Re-Write. A scriptwriter reviews an existing DMO promotional videos and shows us how he would create a cohesive story that both entertains the view and stays on brand.
3. How to Create a “Snack-able” (15-second) Video on a Shoestring Budget. Hint: Repurpose.
4. Finding the Right Partner. New strategies for video distribution that won’t break the bank.
5. Getting Attention…Or how to create a shareable video that doesn’t include a cute kitten.
6. Storytelling in 360º Video and VR. How do you tell stories?
7. America’s Funniest Destination Videos. We cast a wide net to find tourism marketers who’ve embedded humor in their videos as part of their brand.
8. When to Use Live Video. Examples of the best use cases for live video.
9. Video Attention Time. What are the factors that drive videos views to completion?
C. Training Wheels Track
(for traditional marketing staff transitioning into digital)
1. Display Advertising.
- Placing ads on third-party websites with the goal of creating branding awareness and/or generating traffic.
- Examples: Banner ads, video ads, interactive ads, overlays, interstitials, etc.
2. Email Marketing.
- Collecting email addresses from potential leads and marketing via email messages.
- Examples: Email newsletters, brand building emails, conversion-focused emails, etc.
3. Pay-Per-Click Advertising.
- Bidding for placement at search engines (major or niche) to earn visibility and traffic when relevant queries are performed.
- Examples: Google AdWords, Yahoo! Search Marketing, Business.com Advertising, etc.
4. Online Public Relations.
- Generating media from primarily online outlets in order to earn branding and traffic.
- Examples: Blogging, Social media posts, etc.
5. Search Engine Optimization (SEO).
- Earning rankings in the “organic” results of the major search engines.
- Examples: Keyword research, on-page optimization, link building, etc.
6. Social Media Marketing (SMM).
- Leveraging social media platforms (small and large) to earn visibility and traffic.
- Examples: Facebook Group pages, Twitter marketing, pushing content on Digg, etc.
7. Content Marketing.
- Generating creative content that will help spread your branding/marketing message and earn traffic.
- Examples: viral videos, user generated content, reviews, influencers, etc.
D. General Session Topics
1. The Theory of Evolution – eTourism Style. How have the following evolved in the last 5 years: SEO/SEM, e-mail marketing, social media marketing, website design, influencer marketing, Google Analytics, video marketing etc, data/analytics, the travel vertical departments of Facebook, Google and Twitter.
2. How Will Airbnb’s “Trips” Change the DMO Landscape?
3. New Media Companies Covering Travel. How tourism marketers are using new media outlets such as Buzzfeed, The Onion, Thrillist as content marketing partners.
4. The Newlywed Game. DMOs and Attractions answer questions about their partnerships.
5. How to Measure Changes in Perception on a Digital Campaign. Case studies.
6. Digital Marketing Management by Budget. In-House vs Outsource based on budget.
7. Adapting to the Coming Google Algorithm Changes. The facts of life.
8. Chatbots and AI: Are they too far in the future to worry about?
9. Personalization and UGC. What’s ahead in UGC and how are SMB’s using it efficiently?
10. The Next Generation of Email Marketing. Advice from the experts.
11. Facebook and Instagram. Best Use Cases.
12. Is Your ROI Reporting Strong Enough to Withstand Board-Level Questions? Three DMOs present their marketing campaigns and ROI reports to a panel of actual board members…à la Shark Tank.
13. SMARKETING: Silos Are for Farmers, Not Marketers. How SMARKETING (Tourism Sales + Marketing) can support each another in developing a cohesive international sales strategy.
14. RFPs Around the World. How to evaluate digital RFPs proposed by in-country reps you manage.
Note: More than half of these topics are sourced from your comments following eTourism Summit and DigMe.
Thank you, eTourism Community.
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