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

Oct. 18: Concurrent Tracks

You are viewing the Oct. 18, All Tracks (to filter by Oct. 18 track, click Track 1: Content Marketing or Track 2: Digital Strategies & Performance or Track 3: Meeting Planning Marketing).     Click here to see Oct. 17 Pre-Conference Activities.     Click here to see Oct. 19 General Session.

Day 1
18 Oct 2017

Track 1 – CONTENT MARKETING

(Tentative Agenda, Subject to Change.  Last update 9/6/17. (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, Chief Marketing Officer, 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
Clint Wolfrom
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: 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; Caitlin Rick, Social Media Strategist, Explore Minnesota

 

Caitlin Rick
Sarah Kinsler
Carolyn Anderson

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 by organizations with different budgets. Presenter: Ryan Callison, Director of Marketing and Communications, Visit Frisco and Gathan Borden, VP Marketing, VisitLEX; Justin Bresler, VP Marketing, Visit Denver

Ryan Callison
Gathan Borden
Justin Bresler

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 Enhance the Appeal Market of Your 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 squealing puppies takes over Georgia Tourism’s Instagram account to yelp about 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

Track 1: Is Your Content Two-Faced?

Virginia Tourism found a new way to make their consumer-facing content available to their stakeholders and, at the same time, their stakeholders’ content is available to them – all fully measurable with SEO advantages for each of the source parties. Presenters: Dave Neudeck, Digital Marketing Director, Virginia Tourism Corporation; Fynn Glover, Founder, Compass/RootsRated

Dave Neudeck
Fynn Glover

Reception

Sponsored by TripAdvisor and Crowdriff

TRACK 2 – DIGITAL STRATEGIES & PERFORMANCE

(Tentative Agenda, Subject to Change.  Last update 9/6/17. (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: Ktimene Axetell, Director, Digital Strategy, Amelia Island CVB; Justin Bresler, VP Marketing, Visit Denver
  • 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
Ktimene Axetell
Justin Bresler
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? Welcome to Dashboard Derby.

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 and Visit St. Pete/Clearwater 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
  • 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
Zeek Coleman
Leroy Bridges
Gray Lawry
Dennis Yu

Reception

Sponsored by TripAdvisor and Crowdriff

TRACK 3 – Meeting Planner Marketing (Morning Sessions)

(Tentative Agenda, Subject to Change.  Last update 9/6/17. (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 of partnering with a new App? Presenter: Laura Chmielewski, VP Marketing and Communications, Team San Jose; Gonzalo Juarez, CEO, ETIPS.com

Gonzalo Juarez
Laura Chmielewski

Track 3: Lunch

Lunch on your own.

Track 3 – Future of Website Design (Afternoon Sessions)

(Tentative Agenda, Subject to Change. Last update 9/6/17. (i) = Invited speaker, not yet confirmed.)

Track 3: Designing Websites for Tomorrow

Moderator:  Alex Heimann, Chief Strategy Officer, Tempest; 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

You are viewing the Day 1, All Tracks.     Click here to see Pre-Conference.      Click here to see Day 2.