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1. From Buzz to Buck: Turn Social Networking to Your Advantage
early Bird
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January 4 before
Part of EyeforTravel’s Sales and Marketing Series , 2008
Social Media Strategies for Travel
March 5-6, 2008, Crowne Plaza, Union square, san Francisco
Use social media to enhance
your brand, increase sales &
attract new customers
Hear how to exploit and control the explosion in user- Benchmark your strategy against
generated content and social networking – and turn these industry experts & ensure
the unknown into a useful and powerful marketing tool you don’t get left behind
Investigate social media marketing strategies and establish
what works for your business
Find out what social media consumers really want – and make
sure they get it…
Now’s the time to create your own online community. We don’t just
show you the possibilities, we give you the practicalities...
Hear how to use social media to retain and acquire online customers
Keep your brand image safe. Learn how to monitor and manage
the effect of user-generated reviews
Discover how travel companies can work with social networking
sites, now and in the future
Learn how to combine search and social media. Drive traffic and
drive sales.
Get ahead of the competition and stay in touch with your consumers.
(They move fast; make sure you do too!)
y
if someone in your compan
is already working on a social Researched and Organized by:
media initiative, pass this
y
brochure onto them, so the
can benefit today
Trust our expert speakers to show you how to harness the power of social media

2. For more information visit www.eyefortravel.com/crm2007
Reach new customers online by registering now on +44 207 375 7228
Come the conference that gives you practical, real-world
advice on implementing and monetizing social media
THE Way WE UsE THE inTERnET is Certainly user-generated content is a powerful airlines are all getting their feet wet, dipping
CHanging. WE dOn’T jUsT diP inTO resource in the right hands. But isn’t it just too tentative toes into the world of Web 2.0. It’s the
difficult to regulate? How can you institute open, hot topic right now. If your competitors aren’t
iT, WE inTERaCT WiTH iT. WE WORk
accessible networking channels and ensure already planning their own social networking
OnlinE; WE nETWORk OnlinE; WE consumer-to-consumer networks work in your initiatives then they’re two steps behind. More
EvEn sOCializE OR RElax in THE best interests? likely they’re already dabbling. But that’s time
OnlinE WORld. That’s what this conference is all about. You’ll consuming, it’s potentially costly – and it’s not
The landscape of online marketing is evolving find out how suppliers and intermediaries are even guaranteed to improve margins one bit!
too. And with change, comes a whole new already controlling the uncontrollable! How This conference gives you an easy-in…
world of opportunities for travel marketers. Web they’re implementing social media strategies The timing couldn’t be better. We focus on front-
2.0 social networking initiatives are creating that are changing the way we all think about of-mind issues; on real-world business needs
interactive online communities and blurring the travel marketing. for 2008 and beyond. We’re bringing together
lines between consumers and providers. (Online representatives from hotels, airlines and online
Forget abstract ideas; these issues all apply in
communities that give consumers a real insight agencies. Our speakers have already cracked
your industry:
into the travel experience before they’ve even social networking. You can too.
left home!) That’s good news for them. It can be • How to provide an open forum,
Their insight isn’t theoretical, it’s entirely
good news for you too… but still monitor input
practical. This isn’t just about sharing success
But the challenge here isn’t simply integrating • Can you protect your brand in stories; it’s about the practicalities of getting
social networking strategies into a cohesive a social media environment? started. It’s about avoiding pitfalls and
corporate framework - it’s making them pay... • Will unprecedented growth in social overcoming problems. It’s about invaluable
networking really impact the way insight and travel-specific case-studies that will
people buy and sell travel? inform your own social networking strategies.
“All topics on the agenda Every one of our sell-out sessions focuses
• What initiatives should you focus
target either the latest “buzz” in on the hot topics and the here-and-now. Our
on? What will work for you &
the travel industry or focus on best delegates are always among the first to get in on
practice. You go home with tons of what won’t? the buzz …
ideas and key information to boost We’re here to help you sift through the
your business performance” information and interpret the results to benefit
Sal Uzarraga, Avis your business. This is a forum for travel industry “EyeforTravel was
experts to create cutting-edge strategies for extremely relevant concerning
today’s issues. And it’s the perfect place to get hot topics and future trends to stay
Let’s start out by making a few basic fired up with enthusiasm for the inherent (and on top of your game. Thank you,
assumptions. Let’s assume you’ve already got largely untapped) possibilities of UGC and social I’ll be back!”
an online presence. You’ve probably got access networking for the travel industry. Amy Ras, Aruba Hotel and
Tourism Association
to consumers all over the States. And we’re Most importantly, by the end of this event you’ll
prepared to bet you already use e-commerce have the tools you need to start making real
and e-marketing strategies. connections with your consumers.
That’s a good start, but you can go further.
These days, travel marketers need to move fast Come to san Francisco and see
to stay up-to-date – because it is the consumer “It is great to meet
others in the industry who are
for yourself. Find out how to
who determines your company’s credibility
– not a star rating or the Zagat guide. What experiencing my frustrations. It offers bring your business marketing
consumers really want is interaction. And if you a level of sanity to know I’m not bang up to date. Understand how
want it too then you need to integrate social the only one.” real-world solutions can inform
media into your corporate marketing strategy. Liberty Wright, your corporate strategy for
Harrahs Entertainment
You need to reach out and connect with your years to come.
consumers online…
That kind of connection gives real credibility
in the online marketplace. But it’s easier said Hear it from the front line
than done. The online travel industry is awash Starwood Hotels and Resorts was one of the
with user-generated content (UGC) and social first to get in on the action with “TheLobby”.
networks. So if you’re going to implement a Offering consumers an opportunity to tell their
social media initiative, you need to know how own, unique, uncensored travel stories brought
to control it, and how to exploit it to meet your their brand to life. No special offers, no garish
needs. promos – just real people telling it straight.
Bottom line: You need to be able to make It could so easily have misfired. It didn’t. Now
money from it. travel agents, online intermediaries, even
Register now at: www.eyefortravel.com/ugc

3. Get practical advice on unleashing the power of social media Seize t
Day One: Wednesday March 5, 2008, 9am – 7pm
SESSion 1: oPEning KEynoTE PrESEnTaTion SESSion 4: PrESEnTaTionS and PanEl • How do you safeguard yourself against customer
Evaluate Which Web 2.0 initiatives social networking and Travel: backlash?
a Marriage Made in Heaven? How • orbitz plans to establish an incentive program
Best suit your Business & develop
from their most trusted sources. How can you
a Coherent Corporate strategy Can Travel Companies Really Work reward customers and create incentives for them
• Determine if your company needs a UGc With social networking sites? to return to your site and contribute content?
initiative in the first place. and if so, what strategic • Facebook has recorded a year-on-year growth • How should a UGc retention strategy differ from
mix of Web 2.0 best suits your business? of over 1600% and has a worldwide client a UGc acquisition strategy?
• What does your company need to have in place base of 46 million. How can you leverage the John lee, VP Brand Marketing and
before you launch a UGc strategy? huge volumes of traffic that these mega social Communications, Embassy Suites Hotels,
• What is the easiest way to build a blog and start networking sites, like Facebook, Youtube or Hilton Hotels Corporation
interacting with your customers? Myspace, attract?
adam Healey, CEO, VibeAgent
• What are the key benefits of social media to the • How can travel suppliers and intermediaries
hospitality industry? How can UGc help you partner with social networking sites like Youtube, steven Moo Young, Director AA.com Strategy &
differentiate your services and de-commoditize Facebook and Myspace? CRM, American Airlines
your product? • What is the relevance of generic social tom russell, VP of Brand Marketing,
• Hear real-world advice on managing a social communities to travel-based organizations? Have Orbitz Worldwide
media portion on your website on a day-to-day travel-based applications been successful on the
basis open Facebook platform? NetworkiNg Coffee Break
• see how to avoid common pitfalls and misguided • What are the limitations of social networking sites
for the travel industry? Is your money better spent SESSion 6: PrESEnTaTion
investments
on UGc? Understand How social networking
Jeff Mirman, Director, Sheraton Interactive
Marketing, Starwood Hotels and Resorts • How successful are the multitude of traveler is Bringing the Personal Element
Worldwide social network startups? How do they differentiate Back into sharing Travel
themselves? What kind of lifecycle should we
expect from these types of businesses?
Experiences
SESSion 2: PrESEnTaTion
• sites like Groople allow groups of travelers to • see how user-generated content is evolving into
How are Consumers Behaving in book hotels collaboratively, share content and friend-generated content: From mass anonymous
a Web 2.0 Environment and How complete transactions online. How can you use advice to personal recommendations
does social Media impact Their social networking to target niche segments? • Discuss how to make your property or service
Buying Cycle? • User-generated content sites, like tripadvisor, part of the conversation between friends
are now moving into social networking, will other • Hear how, and where, to use social networking in
• What do people actually look for in consumer-
travel-specific UGc sites follow suit? the travel marketing mix and where not to
generated content?
• What impact does UGc have on the customers’ Victoria treyger, VP Merchandising and Product ashley randall, Senior Product Manager,
decision-making process? Management, Travelocity TripAdvisor
• When do consumers seek out UGc in the Jim kovarik, General Manager, AOL Travel
SESSion 7: CloSing KEynoTE PrESEnTaTion
buying cycle? Does UGc represent the missing Mike stacy, CEO, Groople
component in the online travel buying cycle? What Place does social Media
Jasper Malcomson, General Manager,
• What kind of metrics can you apply to UGc? Yahoo! Travel
Play in the Online Marketing Mix?
• How can you profit from consumer-generated How Can you advertize on social
content? NetworkiNg LuNCh Break Media sites?
ken leeder, CEO, RealTravel • How can travel companies work with sites like
SESSion 5: PrESEnTaTionS and PanEl
Youtube?
SESSion 3: induSTry analySiS develop a social Media strategy • see how social media sites, like Youtube, can
User-generated Content: That Communicates With your provide your travel company with unique, rich-
a detailed Overview of How Customers and Creates an media content
Travelers are Using User- Online Community • Is video media the key trend for the future? What
impact could video content have on your brand?
generated Content • How can UGc help you create a dialogue with
• can social networking sites really be monetized?
• How is user-generated content being used by your customers and provide you with a platform How can you really tap into the vast amounts of
your potential customers? for communication? traffic they attract? Is anyone actually making
• What types of social media do travelers rely on • Understand the benefits of creating a community any money?
during their online travel research? with central ethos, based on your customers’ • With the increased costs of search engine
• User-Generated content may be cool. But what is needs marketing, how can you use social media sites
the business case beyond cool? and what are the • Increase customer loyalty by giving your to reach new customers?
key elements you should consider in your social customers the opportunity to influence your • How much does it cost to advertise on social
media strategy? website media sites?
• How do you actively grow your community whilst
Diane clarkson, Travel Analyst, suzie reider, Director of Advertising,
still maintaining an aspirational quality?
JupiterResearch YouTube
• What role does customer segmentation play in
NetworkiNg Coffee Break developing a UGc strategy? eNd of day oNe CoCktaiL Party
Call the booking hotline now on +44 207 375 7228 & reserve your place today

4. the opportunity presented by social media & boost your online marketing strategy
Day Two: Thursday March 6, 2008, 9am – 3.30pm
SESSion 8: PrESEnTaTionS and PanEl SESSion 10: PrESEnTaTion SESSion 12: PrESEnTaTionS and PanEl
drive Traffic to your site With Promote and Protect your Brand How Can social Media Provide
a Comprehensive social search in the social Media space you With valuable, distinctive,
Marketing strategy • according to tamar, 80% of people who use Quality Content?
• search is probably your biggest online channel, social networking sites comment on a brand. • consumers are increasingly demanding
but are you realizing the massive potential What strategies enable you to maintain and content-rich information about niche, relevant
of aligning your search strategy with user- build your brand image on social media sites? topics. How can you utilize social media to
generated reviews? • Do you need to develop a brand defensive cater to their needs? What are the necessary
• Develop a search engine marketing strategy strategy to protect and monitor your brand on processes needed to make user-generated
that not only balances paid and unpaid search, user-generated content sites? content relevant to the consumer?
but also considers social search engine • How much of your brand image is dependant on • Understand how to utilize UGc sites to
marketing as a distinct area your reputation in the social media space? transfer honest, accurate information to your
• User-generated content sites, like tripadvisor, • What is industry best practice for brand partners without compromising the integrity
always rank highly in search results. What can marketing on social media sites? of your content
you learn from sites like these? • How can social media help you de-commoditize • What are the advantages and disadvantages
• are the old and new media formats in synergy and personalize your brand? of relying on your customers to create your
or are they at war? are search engines slowly online content?
randy petersen, CEO, FlyerTalk.com
becoming obsolete as UGc increasingly • Hear from travel companies who have
dominates? successfully balanced traditionally sourced
SESSion 11: PrESEnTaTion
• should you do social search marketing in- content with UGc
house? are tools, like Google adwords or How Can you Foster genuine • see how advances in technology could
technorati, up to the job? loyalty among your dramatically enhance the ease of content-
ted souder, Head of Sales – Midwest Travel Member Base? sharing
Vertical, Google • How can you link the various social media
• What level of effort is needed to create loyal
mediums together, such as videos, podcasts
Brad king, Senior Director, Travel Category, members on a UGc site?
and blogs?
Yahoo! Search Marketing • What is the benefit of having a truly loyal
• Do UGc photos and videos generate real
customer base?
Max starkov, President & CEO, business? How can you track this form of
Hospitality eBusiness Strategies • How can you use loyal members to act as
marketing?
ambassadors and monitor reviews?
NetworkiNg Coffee Break • Understand why a user wants to share their ravi sreekakula, Internet Marketing Manager,
travel experiences and create a website tailored Cathay Pacific Airways
SESSion 9: induSTry analySiS to their needs James pappas, Electronic Marketing Manager,
learn How to Practically Monitor • When people invest their time contributing Extended Stay Hotels
User-generated Reviews and to UGc, what do they expect in return? Brian stolte, Director of Product Management,
Protect your Brand image Giampiero ambrosi, General Manager, SideStep
against dissatisfied Customer VirtualTourist Gregg Brockway, Co-Founder & President,
Comments NetworkiNg LuNCh Break TripIt
• What impact does user-generated content have
on travel brands?
• Who has lost brand value due to UGc? What InteractIve PartIcIPatIon
can you learn from their mistakes?
• How do you respond to reviews from your
customers? What opportunities and challenges This conference is specifically designed
do you face? should you strive to respond to to encourage active participation. Not
every comment? only will you hear stimulating, thought-
• Understand why is doesn’t pay to be defensive provoking presentations, you will have
of nervous about UGc the chance to discuss key topics and get
• Discover how to use negative feedback in your questions answered. Each speaker
a productive way to improve the customer will address the issues listed on the
experience and your company’s services agenda and illustrate with real-life case-
• How can technology help you react to studies. Finally, the session moderator
comments being posted about you? can online
will generate a panel debate or field your
reputation management be solely automated,
or do you need human input?
questions directly to the speaker. Enough
• How does UGc affect traditional marketing
time is always given for you to get your
models and your brand’s relationship with questions answered and play an active
the consumer? role in the discussion. You’ll have ample
• see how to convert the social media discussion opportunity to talk over the issues at
into sales hand and exchange ideas with speakers
amy scarth, Head of Research, EyeforTravel and your fellow delegates.
The sooner you register the more money you will save!
Register before the New Year to Save $300!

5. Register on the Secure Website at www.eyefortravel.com/ugc
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, 2008
March 5-6, 2008, Crowne Plaza, Union square, san Francisco
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6. Meet the Pioneers of the Online Travel Industry in San Francisco
early Bird
D iscount
SAVE $30
0!
if you regis
ter
January 4 before
Part of EyeforTravel’s Sales and Marketing Series , 2008
Social Media Strategies for Travel
March 5-6, 2008, Crowne Plaza, Union square, san Francisco
Make the essential contacts you need to launch Benchmark your strategy against
these major UgC sites, online
your online initiatives and get real-world advice agencies, search engines,
from people who have succeeded suppliers & industry gurus:
Social Media Strategies in Travel is the first travel-specific conference to give practical tom russell, VP Brand Marketing, Orbitz Worldwide
advice on exploiting the social media phenomenon. You will have the opportunity to meet suzie reider, Director of Advertising, YouTube
a unique cross-sector of the industry – all with one common interest – the application of
social networking and user-generated content in travel. This conference will attract the true John lee, VP Brand Marketing & Communications
innovators in online travel from across North America - And to ensure that you get to meet Embassy Suites Hotels, Hilton Hotels Corporation
them all we have built ample networking opportunities into this event. Giampiero ambrosi, General Manager,
VirtualTourist
ONLINE CONTACT CENTER INFORMAL ATMOSPHERE ken leeder, CEO, RealTravel
Organize meetings in advance and touch AND IDEAL VENUE
base with those crucial contacts through our We expect about 200 people at this
Mike stacy, CEO, Groople
online networking center. This online system conference, which is an ideal size for you to Jim kovarik, GM Travel, AOL
will be up and running before the event so you network and meet new contacts. If someone Jasper Malcolmson, General Manager,
can make initial contact and after the event to is there, who you would like meet, you are Yahoo! Travel
catch-up with the people you missed. guaranteed to catch up with them, discuss
ideas and exchange business cards. Plus, ravi sreekakula, Internet Marketing Manager,
NETWORKING RECEPTION the conference hotel is conveniently located Cathay Pacific Airways
Wednesday 5 March 6pm-8pm – We know right on Union Square, ashley randall, Senior Product Manager,
that you want to meet your fellow attendees which means
in a social environment - which is why our TripAdvisor
that you are
networking receptions are always such a ideally placed for
adam Healey, Co-Founder and CEO, VibeAgent
great success! Being held in the exhibition post-conference randy petersen, CEO, FlyerTalk.com
hall, this informal environment is the perfect meetings and
opportunity amy scarth, Head of Research, EyeforTravel
experiencing all
for you to see that San Francisco ted souder, Head of Sales - Midwest Travel Vertical,
the products has to offer. Google
on offer, meet
Max starkov, President & CEO,
your fellow COFFEE AND LUNCH
Hospitality eBusiness Strategies
delegates and The backbone of your networking, you will be
discuss the able to cement new relationships and discuss James pappas, Electronic Marketing Manager,
issues that future business opportunities during two Extended Stay Hotels
have been raised. lunches and four coffee breaks. Brian stolte, Director of Product Management,
SideStep
5 Easy Ways To Register Diane clarkson, Travel Analyst, JupiterResearch
Gregg Brockway, Co-Founder & President, TripIt
EmAil: helen@eyefortravel.com
Jeff Mirman, Director Sheraton Interactive Marketing,
FAx: +44 (0) 207 375 7576 Starwood Hotels & Resorts Worldwide
Brad king, Senior Director - Travel Category,
CAll: +44 (0) 207 375 7228 Yahoo! Search Marketing
steven Moo Young, Director, AA.com Strategy &
OnlinE: www.eyefortravel.com/ugc CRM, American Airlines
mAil: Registrations, EyeforTravel, 7-9 Fashion Street, Victoria treyger, VP Merchandising and Product
Management, Travelocity
London, E1 6PX, UK
Call +44 207 375 7228 to Register Now