The upcoming eTourism LABS, March 14-15, 2017 in Philadelphia, is an outgrowth of NAJ’s annual eTourism Summit in San Francisco. This year’s conference a “three-fer” opportunity for the serious tour and travel industry digital marketer, as well as for those transitioning from traditional to digital marketing and public relations.
“It is actually three different events in one,” said Jake Steinman, Founder and CEO of the NAJ Group, which also publishes the Inbound Report. He explained that the event’s first-day program alone has three tracks, “each of which addresses different pain points.” The topics include:
- “Boot Camp for Newbies.” Specially designed training for new hires or P.R. staff making the transition from traditional to digital, the session is crafted in collaboration with DMAI.
- Digital Media Strategies Built Around Measurement. A workshop addressing the latest media strategies and an “ROI Parade” featuring up-to-the-minute ways in which marketers are calculating value for their funders.
- Video Creation and Distribution. A full-day workshop covering the essentials that we call “Visual Storytelling.”
A sampler of the program content for the track on “Boot Camp for Newbies” includes the following presentations by experts:
Earning rankings in the “organic” results of the major search engines. How do DMOs use search to generate incremental room nights without cannibalizing travelers that would have booked anyway? Examples: Keyword and key phrase research, on-page optimization, how SEO intersects with content marketing, etc.
Presenter: Paul McLeod, Director of Business Intelligence, Simpleview
What is a good or bad bounce rate? How is time on site measured? Your questions answered.
Presenter: Laszlo Horvath, President, ActiveMedia
Boosting posts vs. creating Facebook ads formats. Targeting your audience with the right tools, custom audiences, etc., plus ad set and bidding analytics. Generating creative content that will help spread your DMO message and earn traffic. Examples: viral videos, user generated content, reviews, influencers.
Presenters: Martin Stoll, CEO, Sparkloft Media (i); Adam Gerston, Sr. VP, Client Partnerships, HYFN (i)
Know more about pursuing the right bloggers, vloggers and Instagrammers.
Presenter: Al Chen, Co-Founder, Cooperatize
When journalists cut and paste parts of your releases to place their own stories, be sure to get the maximum bang for your buck. Learn some tips to include keywords that pay off in discoverability and elevating your ranking on search pages.
Presenter: Korena Keys, CEO, Key Media Solutions
Further details and registration for eTourism LABS is found here.