Oct. 18 - 19, 2017 — San Francisco, CA

Agenda

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17 Oct 2017
18 Oct 2017
19 Oct 2017

Oct. 17 Optional Pre-Conference Activities

Agenda is subject to change. Updated 8/14/17
Note: (i)=Invited Speaker but not yet confirmed 

Smart Phone Storytelling Video Production Workshop

(Fee: $195/pp for first 20 participants, $295 after.  Registration required.  Limited attendance, first come, first served. Open to eTourism Summit DMO/supplier attendees.Click here to register.)

Tentative Schedule

9:00 – 10:00 am: Orientation and divide into groups that will be assigned to create a 60-90 second video based around one of three itineraries in San Francisco.

10:00 am – 12:00 pm: Climb aboard a double decker bus for a tour of San Francisco where each group will alight at a designated stop to shoot their smartphone video while touring iconic San Francisco sites.

12:30 – 2:00 pm: Lunch (location TBA)

2:00 – 3:30 pm: Turning rough footage into video, editing tips and tricks to make your video work.

3:30 – 5:00 pm: Show and Tell for each group to present their videos.

5:30 – 7:00 pm: Reception at ChefsFeed. ChefsFeed is an influencer marketing platform that connects brands with over 2000 of the country’s top chefs who can help develop influencer campaigns around culinary tourism. Several of their top San Francisco chefs will prepare a “taste of San Francisco” reception at their headquarters.

Crew Leaders: Ryan Thompson, CEO, MakeStoriesHuman.com; Anthony Bocquentin, President, Barberstock Systems; Emile Bokaer, Chief Filmmaker, Dogwatch Films (i)

VIP Day for CMOs and CEOs

(Fee: $195/pp.  Registration required.  Limited attendance, first come, first served. Open to eTourism Summit DMO/supplier attendees who are CMOs or CEOs. Click here to register.) 

8:45 am: Transfer to San Francisco Travel headquarters for sessions

9:00 – 9:30 am: Introductions: What Keeps You Up at Night?

9:30 – 10:15 am: Digital Travel Marketing: Informed Insights from a Futurist.  A discussion about the future of digital marketing from one of technology’s brightest stars, Brian Solis, Principal Analyst, Altimeter Group. Brian is among “The Top 10 People to Know in Silicon Valley”, was awarded “Blogger of the Year” by PR News, and one of eight “Influential Leaders” by CRM Magazine in 2010. He is a LinkedIn Influencer and the author of several future of business books. He is regularly quoted by media outlets such as The New York Times, Washington Post, AdAge, The Guardian, and Wall Street Journal, and is followed by over 280K on Twitter. Presenter: Brian Solis, Principal Analyst, Altimeter Group (i)

10:15 – 11:15 am: What Does Google See for the Future of Travel? A chance for senior marketing executives to ask questions and enter into a discussion with a member of Google’s travel vertical team with a strong understanding of DMO’s. Presenter: Kyle Duffy, Senior Lead – Travel, Google

11:15 am – 12:15 pm: How to Manage Millennials. Attracting, retaining and managing millennial employees is a vexing problem for many tourism marketing organizations. Presenter: Marti Grimminck, Founder and CEO, International Connector, which manages a community of 150,000 millennials.

12:15 – 1:45 pm: Lunch (location TBA)

2:00 – 3:30 pm:  A facilitated two-hour discussion (without vendors) in which participants address the various pain points they face:

  • How to structure your digital department.
  • What new digital tools have you found most useful?
  • Who are your favorite new vendors and why?

3:30 – 4:15 pm: Tour of Airbnb Headquarters 

4:15 – 5:15 pm:  Update on Airbnb’s tax compliance efforts and how destinations can use Airbnb’s Trips and Experiences to their advantage. Presenter: Cynthia Wang, Global Public Policy Manager, Airbnb

5:30 – 7:00 pm: Reception at ChefsFeed. ChefsFeed is an influencer marketing platform that connects brands with over 2000 of the country’s top chefs who can help develop influencer campaigns around culinary tourism. Several of their top San Francisco chefs will prepare a “taste of San Francisco” reception at their headquarters.

Cynthia Wang
Kyle Duffy
Marti Grimminck

Track 1 – CONTENT MARKETING

(Tentative Agenda, Subject to Change.  Last update 8/14/17. (i) = Invited speaker, not yet confirmed.)

 

 

Website User Experience (UX) Testing Sessions

eTourism Summit attendees may sign up for a Complimentary Website User Experience (UX) Testing Session of your company’s website which will be facilitated on-site on October 18 by Destination Analysts. You will get to observe how one of Destination Analysts’ expert usability moderators guides a live consumer thru your company’s website. The consumer will share their first impressions of the website, the website’s ability to inspire trip or purchase decisions, and the ease of website use and navigation. Come prepared with your own questions for the consumer and walk away with actionable insights about how consumers interact with your company’s website!  There are a limited number of time slots, first come first served. Information on how to sign up will be provided at a later date.

How do You Really Feel about Your Website?

How does an EEG machine measure your true emotional response to your website or digital Campaign? Biometric sensors for synched eye tracking, electroencephalography (EEG) and galvanic skin response (GSR) is the newest way to measure consumer response.  Sign up for 20 minute private demo sessions. Information on how to sign up will be provided at a later date.

Track 1: What’s Your Content Marketing Strategy for 2018?

A panel of experts will discuss the following:

  • What’s your video strategy for 2018?
  • How will you be using influencers in 2018?
  • What is your Facebook/Instagram strategy for 2018?

Panel: Susan Thomas, CMO, Huntington Beach CVB (i); Josh Collins, Director, Digital Marketing, Williamson County CVB; Bill Karz, Director of Digital Marketing, Los Angeles Conference and Tourism Board (i)

Josh Collins

Track 1: Show and Tell: Steal These Ideas

  • How San Francisco Travel Sources Their “How To” Videos? It starts with the most frequently asked questions at their visitor’s center. Presenter: Clint Wolfrom, Senior Associate, Visitor Experience, San Francisco Travel Association
  • Make a Spectacle of Yourself: Montgomery County, PA is first to build an entire campaign around videos generated from Snapchat Spectacles. Presenter: Ed Harris, VP Marketing and Communications, Valley Forge CVB
  • Amelia Island’s Delicious Kitchen Co-Op: Partnering with a cooking school delivers great PR and ROI while leaving everyone with a good taste in their mouths. Presenter: Ktimene Axetell, Director, Digital Strategy, Amelia Island CVB
Ktimene Axetell
Edward Harris

Track 1: Comparison Shopping: Snapchat vs. Instagram Stories vs. FB Live vs. Periscope

Which is the most effective for you? Presenter: Dana Schmidt, Director of Social Media, Visit Philadelphia

Dana Schmidt

Track 1: Why Didn’t I Think of That?

How to Build an Audience on Instagram: With insanely valuable new features, Facebook’s younger sibling is becoming a must. Presenter TBA

 

Track 1: Lunch

Lunch on your own.

Track 1: It’s Word-of-Mouth on Steroids: What’s Next for AI and UGC?

Automation has provided a new way to grab themes relevant content for website and marketing amplification. Presenter: Dan Holowack, Founder and CEO, CrowdRiff

Dan Holowack

Track 1: Panel: What is Your Video Marketing Strategy?

Best practices for video creation and video distribution. Presenter: Ryan Callison, Director of Marketing and Communications, Visit Frisco and Gathan Borden, VP Marketing, VisitLEX

Ryan Callison
Gathan Borden

Track 1: Finding Emotional Touch Points that Form the Basis for Storytelling that Resonates with Travelers

How the research that Huntington Beach, a.k.a. surfcityusa.com, commissioned drove a bottom up strategy for storytelling and a top down branding system that yielded huge results in engagement. Presenters: Susan Thomas, VP Marketing, Huntington Beach CVB, Ryan Thompson, CEO, MakeStoriesHuman.com

Susan Thomas
Ryan Thompson

Track 1: Show and Tell: How we Use Animals to Market our Videos

  • Lexington, Kentucky’s Latest Video Series was Filmed by Horses. Strap a Go Pro camera to a horse and see life from his perspective. Presenter: Gathan Borden, VP Marketing, VisitLex
  • Robotic Fish is Oregon’s Newest Video Star: Travel Oregon introduces 360 video using a talking fish as a tour guide. Presenter: Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon
  • Georgia on My (Dog’s) Mind. What happens when a litter of puppies takes over Georgia Tourism’s Instagram account to promote Georgia’s most pet friendly destinations. Presenter: Parker Whidby, Digital Content Specialist, Georgia Department of Economic Development and Tourism
Parker Whidby
Mo Sherifdeen
Gathan Borden

Reception

Sponsored by TripAdvisor and Crowdriff

TRACK 2 – DIGITAL STRATEGIES & PERFORMANCE

(Tentative Agenda, Subject to Change.  Last update 8/14/17. (i) = Invited speaker, not yet confirmed.)

 

Website User Experience (UX) Testing Sessions

eTourism Summit attendees may sign up for a Complimentary Website User Experience (UX) Testing Session of your company’s website which will be facilitated on-site on October 18 by Destination Analysts. You will get to observe how one of Destination Analysts’ expert usability moderators guides a live consumer thru your company’s website. The consumer will share their first impressions of the website, the website’s ability to inspire trip or purchase decisions, and the ease of website use and navigation. Come prepared with your own questions for the consumer and walk away with actionable insights about how consumers interact with your company’s website!  There are a limited number of time slots, first come first served. Information on how to sign up will be provided at a later date.

How do you Really feel about Your Website?

How does an EEG machine measure your true emotional response to your website or digital Campaign? Biometric sensors for synched eye tracking, electroencephalography (EEG) and galvanic skin response (GSR) is the newest way to measure consumer response.  Sign up for 20 minute private demo sessions. Information on how to sign up will be provided at a later date.

Track 2: Programmatic Buying for Poets

  • What is Your Paid Digital Strategy for 2017-2018? Presenters: TBA
  • The Attribution Game. Who should get credit for the conversion? Attribution performance metrics. Presenter: Dennis Yu, Chief Technology Officer, Bizmetrics, digital marketing consultant for the NBA Champion Golden State Warriors
Dennis Yu

Track 2: ROI Mixology is Like Creating Your Own Data Cocktail

  • Not Content with Your Content? Measure it. See how the Poconos CVB, using a tech stack that included TripAdvisor, Arrivalist Mathematics was able to develop comparative metrics.
  • Three Way SEM Campaign Smack Down. Pocono Mountains, PA pits Google vs. Bing vs. Facebook to see who has the best ROI. Presenter: Brian Bossuyt, Director of Marketing, Pocono Mountains CVB; Matt Clement, Director of Marketing, Arrivalist; Todd Skelton, Head of Destination Marketing, Western US and Canada, TripAdvisor
  • How Storytelling Marketing Paid Off for Experience Kissimmee. Amplified by tactical paid digital media marketing, Experience Kissimmee experienced pleasantly surprising results. Presenters: Jason Holic, VP Digital Marketing, Experience Kissimmee; Howard Tietjen, Sr. Vice President, Madden Media
Todd Skelton
Jason Holic
Brian Bossuyt
Matthew Clement

Track 2: WTF: Welcome to Facebook – Learning to Get the Most Out of a Social Media Monopoly

  • Precision Targeting: Take a deep dive into the platform’s newest precision targeting features. Presenter: Brian Matson, Sr. Director Strategy and Education, TwoSix Digital
  • Announcing the Visual News Release. The trusty news release is being transformed by video, Instagram photography and other visual tools that render it more useful to today’s new media. Presenter: Ryan Callison, Director of Marketing and Communications, Visit Frisco
  • How Many Ways Can You Target Look-Alike Audiences? Facebook, Google, email marketing. Presenter: TBA
Ryan Callison
Brian Matson

Track 2: Lunch

Lunch on your own

Track 2: Are You Smart Enough to Dumb Down Your Data?

Simplifying complex data from spreadsheets to infographics is one way to educate clueless funders. (i.e. city councils, boards, legislators, etc.) Presenter: Aaron Pickering, Business Intelligence Analyst (and former TV weatherman), Simpleview

Aaron Pickering

Track 2: What We Learned from Spending $2 Million on Digital Media

Presenter: Jay Kinghorn, Director of Communications and Digital Strategy, Utah Tourism

Jay Kinghorn

Track 2: How to Replace – and Explain to Management – Traffic Lost to Google’s Algorithm Changes

How will you report digital success in the future? Has your digital traffic reached a plateau…or even, God forbid decreased? As digital platforms such as Facebook, Instagram, Snapchat, and others compete for consumers’ attention, will DMOs really need a website three years from now? How are websites evolving and what metrics will you be using to report web and digital success in 2017 and beyond? Panelists: Laszlo Horvath, CEO, ActiveMedia, James Zale, VP Digital Strategy, Visit Philadelphia; Bill Karz, VP Digital Marketing, Los Angeles Tourism and Convention Board

James Zale
Laszlo Horvath
William Karz

Track 2: Show and Tell: It’s Strategic

  • Can Google Give DMO’s Credit Where Credit is Due? Google takes the first step to play nice in the DMO sandbox by launching a new program in collaboration between Miles, Visit St. Pete/Clearwater and Branson CVB, that enables destination marketers to review and contribute content across Google platforms such as street view and trips so that destinations can claim credit for interactions triggered outside their own websites. Presenters: Gray Lawry, Vice President, Strategy & Insights, MilesLeroy Bridges, Media & Interactive Director, Visit St. Pete/Clearwater; Leah Chandler, Chief Marketing Officer, Branson CVB (i)
  • What We Learned from a Campaign that Didn’t Live Up to Expectations. Last season, Visit Savannah engaged in a $175,000 native ad campaign with a travel publisher that didn’t produce anywhere near the desired ROI. However, after analyzing the results, Savannah’s digital ad guru Zeek Coleman not only figured out what went wrong, but shares what he learned that would have boosted the ROI. Presenter: Zeek Coleman, Interactive Marketing Manager, Visit Savannah
  • Facebook on $1 a Day. Presenter: Dennis Yu, Chief Technology Officer, Blitzmetrics
Zeek Coleman
Leroy Bridges
Gray Lawry
Dennis Yu

Track 2: A Day in the Life of a Social Media Manager

How do Social Media Managers from companies with vastly different budgets spend their time? Presenters: Sarah Kinsler, Social Media Manager, Galveston CVB; Carolyn Anderson, Social Media Manager, Visit KC; TBA

Sarah Kinsler
Carolyn Anderson

Reception

Sponsored by TripAdvisor and Crowdriff

TRACK 3 – Meeting Planner Marketing (Morning Sessions)

(Tentative Agenda, Subject to Change.  Last update 8/14/17. (i) = Invited speaker, not yet confirmed.)

Website User Experience (UX) Testing Sessions

eTourism Summit attendees may sign up for a Complimentary Website User Experience (UX) Testing Session of your company’s website which will be facilitated on-site on October 18 by Destination Analysts. You will get to observe how one of Destination Analysts’ expert usability moderators guides a live consumer thru your company’s website. The consumer will share their first impressions of the website, the website’s ability to inspire trip or purchase decisions, and the ease of website use and navigation. Come prepared with your own questions for the consumer and walk away with actionable insights about how consumers interact with your company’s website!  There are a limited number of time slots, first come first served. Information on how to sign up will be provided at a later date.

How do You Really Feel about Your Website?

How does an EEG machine measure your true emotional response to your website or digital Campaign? Biometric sensors for synched eye tracking, electroencephalography (EEG) and galvanic skin response (GSR) is the newest way to measure consumer response.  Sign up for 20 minute private demo sessions. Information on how to sign up will be provided at a later date.

Track 3: How to Take Your Meetings Team Digital

A case study on the challenges Atlanta faced. After two years transitioning their sales department to using a digital approach, they are seeing tremendous results, but still have a tie to traditional. Presenter: Mya Surrency, Founder, Digital Edge

Mya Surrency

Track 3: Activating Geo-fencing at trade events and conferences to promote your attractions and hotel partners

During a HelmsBriscoe trade show, Visit Frisco was able to generate surprisingly strong inquiries for their new Omni Hotel by Geo-fencing the area and delivering messages about the new hotel. How did he do it? Presenter: Ryan Callison, Director of Marketing and Communications, Visit Frisco

Ryan Callison

Track 3: What is an intelligent App?

The Atlanta CVB commissioned an App development company to develop an App from scratch that would help deploy convention and meeting participants their attractions and restaurants with the ultimate goal of extending their stay and generating data provided attribution and insights. Co-Presenters:  Andrew Wilson, Executive Vice President and Chief Marketing Officer, Atlanta CVB; Gerard Cunningham, Founder and CEO, Winistry

Gerard Cunningham
Andrew Wilson

Track 3: Show and Tell: A Look Inside

St. Pete/Clearwater’s video allows meeting planners to view the top 12 meeting sites in town in VR while actual meetings are in progress. Presenter: Leroy Bridges, Media and Interactive Director, Visit St. Pete/Clearwater

Leroy Bridges

Track 3: Show and Tell: Sharing the Love

How can a DMO motivate hotels, restaurants and attractions to use their hashtag, engage on social, establish robust social media channels by holding a workshop to show them the benefits? Presenter: Laura Chmielewski, VP Marketing and Communications, Team San Jose

Laura Chmielewski

Track 3: Lunch

Lunch on your own.

Track 3 – Future of Website Design (Afternoon Sessions)

(Tentative Agenda, Subject to Change. Last update 8/14/17. (i) = Invited speaker, not yet confirmed.)

Track 3: Designing Websites for Tomorrow

Moderator:  Alex Heimann, Chief Strategy Officer, Tempest Interactive; Stephen Landau, Creative Director, The Forest For The Trees Interactive, Ltd.; Erin Cummings, CEO, Destination Analysts

Stephen Landau
Alex Heimann
Erin Cummings

Track 3: How we Integrated Influencers into our website launch

While driving around town, influencers were startled to see their faces on billboards in a new campaign to promote the launch of their new influencer-oriented approach to web design. Presenter: Christina Erny, Director of Digital Marketing, Visit Reno-Tahoe

Christina Erny

Track 3: Attractions Closed Door Town Hall Meeting

A panel of attraction marketers will lead an open Town Hall style discussion about digital marketing and ticketing issues. Moderator: Jason Hackett, CEO, Brier Katama. Panelists: TBA

Jason Hackett

Reception

Sponsored by TripAdvisor and Crowdriff

OCT. 19 – GENERAL SESSION

(Tentative Agenda, Subject to Change. Last update 8/14/17. (i) = Invited speaker, not yet confirmed.)

Case Studies: A Morning of Show and Tell

Executive Coaching

We’ve arranged to have experienced executive coach Jane Howard, Founder of Culture Effect, with us all day on Thursday Oct. 19 to conduct 30-minute Executive Coaching Sessions. While coaching is a process that usually goes on for a number of sessions over weeks of time, you’ll have an opportunity to get a little taste of that process by signing up for a complimentary 30-minute session on that day.  Come prepared to discuss a problem or concern in your life.   The eTourism Summit Executive Coaching is available to DMOs and Suppliers only.  Information on how to sign up will be provided at a later date. First come first served.

The Evolution of Influencer Marketing: Finding the Right Influencer for the Right Destination or Attraction

  • Where to start
  • How to identify the right influencer
  • Building a relationship
  • Evaluating their value
  • How to negotiate a price
  • Should influencer marketing live with P.R. or digital department

Presenter: Shea Carter, VP Social & Experiential Marketing, MMGY Global and Carolyn Anderson, Social Media Manager, Visit Kansas City

Carolyn Anderson
Shea Carter

Uh-Oh. We’ve Got 2 Million Minutes of Video. Now What?

If you’re Seattle, you open your own YouTube channel. Then what? Presenter: Ali Daniels, VP Marketing, Visit Seattle (i)

DMOs as a Digital Marketing Agency for Stakeholders

Houston’s Tourism Retailer.  In an effort to generate additional revenue as well as enhance their content marketing SEO, Visit Houston is selling everything from attractions, tours sightseeing, live theatre performances and is even exploring professional sports event through their website. Presenters: Carla Brademan, Brand Manager, Visit Houston and Mo Parikh, CEO, Bandwango

 

Carla Brademan
Mo Parikh

What Will Apple’s New VR App Mean for the Tourism Industry?

VR and AR is a toy today for early adopters but with Apple “baking it in” the OS11 operating system, it will go mainstream, with millions carrying a VR/AR solution in their pockets. Our intrepid guinea pig, Laszlo Horvath, CEO, ActiveMedia will give it an early spin.

Laszlo Horvath

Why We Built Our Own Rural Product Department Studio

They came, they saw, they identified tourism product and then helped rural destinations promote it through digital marketing. Presenter: Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon

Mo Sherifdeen

How do You Really Feel About your Website? How an EEG Machine Measures Your true emotional response to your website or digital campaign

Biometric sensors for synched eye tracking, electroencephalography (EEG) and galvanic skin response (GSR) is the newest way to measure consumer response. Personal demos on request! Presenters: Jay Kinghorn, Director of Communications and Digital Strategy, Utah Office of Tourism, Dale Jolley, Director, UVU Vivint Neuromarketing SMARTLab and Professor of Marketing at Utah Valley University

Dale Jolley
Jay Kinghorn

Thinking Outside the Box: Marketing Deals with Untraditional Partners

  • BuzzFeed: Jason Nadel, Manager, Client Services, BuzzFeed; TBA, Williamsburg Chamber of Commerce
  • The Onion: Ashley Ray-Harris, Manager, Content Distribution, The Onion; Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon
  • ChefsFeed: Sandy Shanman, COO, ChefsFeed; Robin McClain, VP Marketing and Communications, Destination DC
  • Lonely Planet: Josh Collins, Digital Communications Manager, Visit Franklin
  • Tinder: Lauren Probyn, Global Director of Marketing and Events, Tinder
Ashley Ray-Harris
Lauren Probyn
Jason Nadel
Robin McClain
Sandy Shanman
Josh Collins

Luncheon – Sponsored by Expedia Media Solutions and StreetSense

“Scientific Proof: Planning a Vacation is More Satisfying Than the Vacation Itself.” The anticipation stage, as it turns out, is a receptive environment for marketing messages. Presenter: TBA

The World’s First Vertically Integrated Agency for DMO’s offering Branding + Space+ Product Development+Marketing Strategy+Digital Strategy… launches at eTourism Summit.
Presenter: Ralph Thompson, Travel + Tourism Practice at StreetSense

Sponsored by Expedia Media Solutions and StreetSense

Ralph Thompson

Hey, Let’s Start Our Own Apple TV Network:

Why Fort Lauderdale launched 24/7 programming on their own Apple TV channel. Presenter: Kim Butler, VP Marketing and Communications, Fort Lauderdale CVB

Kim Butler

What Assets and Toolkits Do You Need to Get You Through 2019?

There are virtually hundreds of choices and options, but what digital investments will bear the most fruit for the least amount of investment?  Presenter: Talia Salem, Founder, Urban Nomad and former Social Media director of Brand USA.

 

Talia Salem

eTourism Jeopardy Question: A: Local Film Schools Q: Where is the Affordable Talent I Need?

Working with local university film and journalism departments has worked content wonders for some tourism marketers. Alternatively, should DMOs outsource for those top storytelling skills? Presenter: Jeremiah Birnbaum, President, San Francisco Film School

Jeremiah Birnbaum

Shark Tank: Bright Shiny New Objects Vetted by eTourism Attendees

You are the judges. Our annual eTourism Summit’s Got Talent show has uncovered highly successful startups and some fascinating failures. This year’s list of companies have been pre qualified by a attendees who will be co-presenting companies we’ve invited. Each BSNo will make a 5-minute pitch followed by comments.

Presenters:

  • Sandy Shanman, COO, ChefsFeed and Robin McClain, VP Marketing, Destination DC
  • Jeffrey Weibel, Chief Marketing Officer, Flip.to and Scott Schult, VP Marketing, Visit Myrtle Beach 
  • Jonathan Ramirez, Market Developer, Umbel and Katie Cook, Digital Marketing Director, Austin CVB
  • Dmitriy Kachin, Head of Partnerships, Chatfuel and Jay Kinghorn, Director of Communications and Digital Strategy, Utah Tourism
Dmitriy Kachin
Jonathan Ramirez
Jeff Weibel
Robin McClain
Sandy Shanman
Scott Schult
Jay Kinghorn
Katie Cook