Track 3: Digital Bootcamp – eTourism Labs
March 14 - 15, 2017

Track 3: Digital Bootcamp

14 Mar 2017


Designed for traditional marketing staff and P.R. staff transitioning into digital.

 (Tentative Agenda, Subject to Change.  Last update 3/10/17. (i) = Invited speaker, not yet confirmed.)

The Leading Digital Marketing Channels

This session was designed in collaboration with the Destination Marketing Association International.

View All Sessions in Track 3


Continental networking breakfast

Track 3: Introduction and Program Overview

Presenter: Melissa Cherry, Chief Marketing Officer, DMAI; Jake Steinman, President, NAJ Group

Melissa Cherry

Track 3: Search Engine Optimization (SEO)

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.
  • SEO to reach meeting and event planners.

Presenter: Paul McLeod, Director of Business Intelligence, Simpleview

Paul McLeod

Track 3: Display Advertising Overview

Placing ads on third-party websites with the goal of creating branding awareness and/or generating traffic.

  • Pay-per-click Advertising (PPC)
    • Examples: Banner ads, video ads, interactive ads, overlays, interstitials, etc.
  • Bidding for placement on search engines (major or niche) to earn visibility and traffic when relevant queries are performed
    • Examples: Google AdWords

Presenter: Josh Williams, Digital Marketing Director, Conversions and Visibility

Josh Williams

Track 3: The Basics of Facebook Advertising

  • Boosting posts vs. creating Facebook ads
  • Facebook ad formats
  • Targeting your audience with targeting tools, custom audiences, etc.
  • 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

Presenter: Talia Salem, CEO, Urban Nomad, (formerly manager Content and Social Media Brand USA)

Talia Salem

Track 3: How Influential are Influencers?

Know more about pursuing bloggers and Instagrammers. Presenter: Roger Wu, Co-Founder, Cooperatize

Roger Wu

Track 3: Hop-On Hop-Off Sightseeing Bus Hits Nerve with Celebrity Endorsements

Negotiating for celebrity endorsements requires precise timing, an awareness of who’s in town and an algorithm to determine their level of value. Presenter: David Chien, Producer/Creator, Ride of Fame, a division of CitySightseeing New York

David Chien

Track 3: The Evolution of PR

Once Ft. Worth began using a publishing model as their content marketing they found there was no need for a printed visitor’s guide and they were able to evaluate stories based on engagement and shareability.  Presenter: Sarah Covington, PR Manager, Ft. Worth CVB

Sarah Covington

Track 3: Video Releases that can be Used to Pitch Your Story

A “mock up” Video release prepared for eTourism LABs demonstrating the impact it could have for media outlets looking for news sources and content.Presenter: Ryan Callison, Director of Marketing, Visit Frisco

Examples of “How to” Videos that promote a destination’s niches or events: Jessica Dowdy Christopherson, VP Marketing and Film Commission, Visit Ft. Worth demonstrates the Cocktail and Texas Two step “How to” videos


Ryan Callison
Jessica Dowdy Christopherson

Track 3: Seeding Press Releases with Keywords that will Result in SEO

Many journalists cut and paste parts of your releases to place their own stories. Learn some tips to include keywords that pay off in elevating your ranking on search pages. Presenters: Laurie Jo Miller Farr, Freelance Journalist for USA Today, CBS News;  Korena Keys, CEO, KeyMedia Solutions

Laurie Jo Miller Farr
Korena Keys

Track 3: What Outlets are Now Considered Good Placement?

Is it print newspapers, broadcast, online media, or outlets such as Buzzfeed, Thrillist and The Onion? Get some insights on viral expertise. Panel: Jessica Dowdy Christopherson, VP Marketing and Film Commission, Visit Ft. Worth; Ryan Callison, Director of Marketing, Visit Frisco

Ryan Callison
Jessica Dowdy Christopherson


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