Venue:
The conference is being held at Te Papa, 55 Cable Street in Wellington

Thursday 1 October 2009

8.30am - 9.15am Registrations
9.15am - 10.00am Opening and Welcome
10.00 - 10.50am Tourism New Zealand
Ben Crawford - Tourism New Zealand
10.50am - 11.10am Morning Tea
11.10am - 11.50am Understanding The New Tourist: A modern-day 'toilet stop' for the absent-minded tourist - strategies for the communication age
Dr. Ulrich Speidel - Associate Director for Tourism and IT, NZ Tourism Research Institute, AUT University
11.50am - 12.30pm Developing a Powerful Website Strategy that Persuades Tourists to Take Action
Brent Kelly, Business Development Manager - of leading web design company Zeald.com
12.30 - 1.30pm Lunch
1.30 - 2.15pm

WORKSHOPS: Online Marketing Strategies in Tourism
1. The First 15 - A Guide To Improving Your Website's Performance
Mark Rocket, Former Founding Director of New Zealand Tourism Online

2. Email Marketing
Lawrence Smith - Cabbage Tree Creative

3. Mobile Marketing
Peter Barrett - Txt2Get

2.15 - 3.00pm MAKE ME DIGITAL: How To Build, Protect And Manage Your Reputation Online
Michael Carney, Strategic Planning Director - Media Counsel
3.00 - 3.20pm Afternoon Tea
3.20 - 4.20pm Web 2.0 WORKSHOPS: Social Media Strategies in Tourism & Travel
1.Build your company’s presence on the most important social media websites and how do you Measure ROP (Return on Participation)
Craig Garner, Managing Director - MondayMorning Ltd

2.The value of Social Media Sites to the Tourism Industry
Sarah Meikle, General Manager - Positively Wellington Tourism

3. Why Should Tourism Businesses Follow Blogs? Why Should Your Organisation Get Involved In Blogging?
4.20 - 5.10pm Web Thought Leadership
Dennis Smith, Web Developers Association of New Zealand www.wdanz.co.nz
6.00 - 7.30pm Cocktail Networking Function
8.00 - 10.30pm Montana World of WearableArt Awards Show
Friday 2 October 2009
8.00 - 9.00am Breakfast And Looking beyond the clouds and long term futures
9.00 - 10.00am Search Engine optimisation and Search Engine Marketing
10.00 - 10.45am Channel Managers
Gina Paladini – Availability
10.45 - 11.10am Morning Tea
11.10 - 11.50 WORKSHOPS: Online Bookings

1. Demystifying tourism distribution – online, offline, direct and indirect channels
Chris Hunter, CEO - Tourism Exchange New Zealand

2. Getting The Most From Online Bookings
Simon Casey, Managing Director - Seekom Ltd
11.50 - 12.30pm How does eTourism fit with your traditional marketing strategy
12.30 - 12.45pm Conference Closing and Business Card Draw

Understanding The New Tourist: A modern-day 'toilet stop' for the absent-minded tourist - strategies for the communication age
The face of tourism is changing rapidly. Two main drivers are plain to see: Firstly, the advent of the Internet has empowered travellers. This has created a new playing field on which tourism service providers must engage or face being sidelined. Secondly, tourism is coming under increasing scrutiny under environmental aspects - providers need to review their operations with a view to sustainability. A third driver is perhaps less apparent: tourists are changing. A hundred years ago, tourism service providers had their guests' undivided attention. Today, cellphones and the Internet have the potential to divert a significant portion of this attention away - and they often do! Moreover, tourists now don't just inhabit the here and now, but also a multitude of virtual communities often literally spanning the globe. In combination, these drivers are a significant threat to the yield that New Zealand's tourism product can command. However, they also present an opportunity - if we can gain a good understanding of the needs of the new tourists. This presentation proposes a way of addressing all of these concerns that could lead to a more gentle and sustainable tourism that keeps everyone happy - and of course ICT (Information Communications Technology) plays a key role!

Developing A Powerful Website Strategy That Persuades Tourists To Take Action
An increasing number of New Zealanders are researching and purchasing products and services online and travel related items are at the forefront. In a highly competitive industry, the challenge is to leverage that growth to improve sales and profits and gain loyal returning visitors.
Having crystal clear online objectives & developing a powerful strategy to achieve them is often overlooked  even by large well established businesses. Various strategies are discussed that can engage your website visitor and provide them with a truly great online experience. Find out how to spark interest that results in action - by developing highly effective conversion pathways & ensuring that your trust & credibility is well established
Content
Developing an effective website strategy - with Tourism related examples
Identifying & mapping the key conversion pathways
Building trust & credibility
Sparking interest that results in action

WORKSHOPS: Online Marketing Strategies in Tourism & Travel
Internet advertising is growing fast - companies that do no other advertising are using outlets such as Google Adwords, banner ads or search engine optimization to try to build sales. You're probably using some form of internet advertising - at a minimum, you have a web site. These workshops wil help you maximise your web presence

1. The First 15 - A Guide To Improving Your Website's Performance
1. The First 15 - A Guide To Improving Your Website's Performance An introduction on how New Zealand websites can enhance their performance, usability and visibility.

Topics include: Professional Design, Usability, Compelling Text, Sticky Content, Advanced Site Statistics, Successful Search Engine Optimisation, Relevant Search Engine Submission, Web Directory Submission, Quality Link Building, Targeted Search Advertising, Credible Local Advertising, Complementary Offline Promotion, Popular Social Media, Useful Content Enhancements and Content Publishing.

2. Email Marketing
Proven strategies to increase the open rate and tips to help you penetrate spam filter. How to know if your e-mail is being detained by a receiver s spam filter and techniques to acquire new opt-in subscribers.

3. Expanding Your Reach through Mobile Marketing
Peter Barrett the founder of Escape Rentals and now CEO of TXT2GET www.txt2get.co.nz and www.txt2get.com.au will be talking about how you can use Mobile marketing as a lead generator to a sale. He will also tell you can measure your traditional print, radio and TV marketing, with a view to determining what works for you. Mobile marketing provides tangibility to your existing marketing and has the ability to drive 3 to 10 times the response rates as 0800 numbers and website addresses.

MAKE ME DIGITAL: How To Build, Protect And Manage Your Reputation Online
In today’s digitally-influenced world, where more than 80% of global travellers turn first to the Internet when making their travel plans, a strong online presence isn’t just nice to have; it s essential.
But how do we get noticed, and attract visitors to our destination, without spending a fortune (we don’t have) on global advertising? One solution: by identifying what people are searching for online and creating your own digital identity around popular words that are relevant to your business.

WEB 2.0 WORKSHOPS: Social Media Marketing
Social media is a tool that cannot be ignored when developing e-marketing strategies for tourism. Making use of these online tools to share and discuss information and experiences through text,
photos, videos and audio with other like-minded individuals through web-based social interactions is one of the most ubiquitous trends of recent years. This session will examine social media as it relates to tourism from a variety of perspectives

1. Build your companys presence on the most important social media websites and how do you Measure ROP (Return on Participation)
When it comes to the tourism industry, people generally trust what other people say about an experience. When a traveler has a great experience they share it with friends and family, you can multiply this many times over for poor experiences.
In social networks these items get shared and referenced by a much larger audience which can range from a few hundred to many thousands of individuals. The question is not whether your business, your competitor or your industry is being discussed – it is. The question now must be; are you going participate in the conversation or watch all the action pass you by? This session is about knowing why you should take Social Media seriously, what tools to start with, and how to kick start a workable strategy for your business.

2. The value of Social Media Sites to the Tourism Industry
Already using social media for your tourism organisation or business? Want to find out whether social media is right for you? Learn the essentials for social networking in New Zealand, including who’s using what networks and how to find the right fit for your audience. Better understand how to get the best return on the time you spend on these channels and the value it can bring your organisation. Examples of travel organisations from New Zealand and the world that are finding success with social media will illustrate best practice and give you ideas for your organisation.

3. Why Should Tourism Businesses Follow Blogs? Why Should Your Organisation Get Involved In Blogging?
Blogs have increasingly become a cost-effective tool for tourism enterprises to communicate their messages to a broad audience. At the same time, there has been a rapid emergence of influential travel and tourism blogs targeted at consumers. By making smart and strategic use of blogs, businesses can engage with consumers and support their e-tourism strategy in as little as one hour per week.
Are there any credible metrics to calculate ROI on coverage in online news sites and blogs similar to print-style clipping services?

Looking beyond the clouds and long term futures

Imagine a World in 2050 and Think beyond the Clouds
In the last ten years we have seen more changes in technologies compared to the last hundred years.
Who, twenty years ago could have imagined the reality of the internet, the mobile phone or social networking sites. Therefore, to look at forthcoming change, it is necessary to think beyond the clouds.
Search Engine optimisation and Search Engine Marketing
e-Distribution Strategy and the life cycle of the traveller
Tourism product distribution, particularly air and hotel, has exploded in the last ten years irrevocably changing the competitive landscape. Online Travel Agencies like Expedia, Travelocity, and Orbitz; destination marketing organizations’; and suppliers are all in the e-distribution space.
This session will examine the following questions: What's the state of e-distribution? Where is it going? How does e-distribution affect price? What are the strategic implications for your destination or tourism business going forward?

WORKSHOPS: Online Bookings
1. Demystifying tourism distribution – online, offline, direct and indirect channels
The decisions on how to distribute your product are becoming increasingly complex in this digital age. In the past 10 years, distribution within the tourism industry has changed dramatically. Distributors that did not exist 10 years ago now dominate the retailing space. Direct distribution channels are increasingly important as businesses focus on building brand equity and reducing cost of sale. To add to the confusion, there are a multitude of tools and systems for organising and pushing your inventory to distributors.

This workshop is about the
- choices that businesses need to make about how and where they distribute their products
- the importance of direct online distribution
- what options exist for indirect online distribution and the tools available to facilitate this
- the role of the traditional agent and wholesaler in the distribution matrix

2. Getting The Most From Online Bookings
It is now a fact that more bookings are being made on the internet than by phone. Your customers now expect you to provide them real time availability, a quote based on their preferences and to make an instant confirmation booking. If you can't provide this, you are likely to lose bookings to those that can. In this seminar you will learn:
- What to look for in an online booking system
- The importance of marketing your business compared to just selling rooms
- How to upsell - would you like chips with that?
- Knowing how your customers found you.
- How to maximise repeat bookings
- Working with VIP customers
- Working with sales channels, what they have the search engines don t.
- Integrating your online booking system with your website


PROGRAMME IS SUBJECT TO CHANGE


 

 

Q: WHY ATTEND THE E-TOURISM CONFERENCE?

A: AVOID WASTING MONEY ON THE WRONG DECISIONS AND STAY ABREAST OF CUTTING EDGE ONLINE TOURISM MARKETING AND TECHNOLOGY.

• Get a deeper understanding of the trends that will be affecting your business over the next five years.
• Learn how to strike the right balance between traditional media and Internet advertising for your business.
• Grasp how to target prospective clients with more precision than ever before.
• Get an understanding how to use the new search technology as a marketing tool.
• The opportunity to discuss key issues face to face with industry leaders in tourism and e-marketing
• learn how to target clients on-line and how to attract their attention in a cluttered internet environment so that your business stands out



 

 

Twitter travelling is where tourists find travel deals through a social-networking site, a new trend that is on the rise.

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Contact: Conference Organisers, onCue | P: 04 472 6330 | lea@on-cue.co.nz | www.on-cue.co.nz
© 2009 e-tourism conference. All rights reserved