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.
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?
Presenter: Paul McLeod, Director of Business Intelligence, Simpleview
Presenter: Laszlo Horvath, President, ActiveMedia
Placing ads on third-party websites with the goal of creating branding awareness and/or generating traffic.
Presenter: Josh Williams, Digital Marketing Director, Conversions and Visibility
Presenter: Talia Salem, CEO, Urban Nomad, (formerly manager Content and Social Media Brand USA)
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
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
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
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
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