Digital and Social Media Marketing workshop

6 July 2010
20 July 2010

As part of the Digital and Social Media Marketing conference and workshops, a workshop targeting tour operators, destination management organizations, tourism service providers and trade associations is taking place today at the Landmark hotel, Amman from 9:00-17:00.


eTourism in Theory and Practice                                                                    9:00 – 9:30

The role of technology, specifically the internet, e-commerce and social media, has completely revolutionized the way travel is marketed, researched and distributed globally- and to succeed in this space requires an entirely new approach to product, marketing and management.

This opening session focuses on the critical understandings and concepts to be grasped by emerging markets as they move into the online tourism arena.

eMarketing Strategy                                                                            9:30 – 10:00

Businesses need to rethink their approach to both management and marketing- and this session will demonstrate the development of a business plan that will strategically and appropriately implement progressive change, re-investment and human resource development- as well as targeting and structuring e-marketing.


Web Design, Content and Management                                                              10:00 – 10:30

Websites remain a critical tool for at tourism business, but their role is changing dramatically. In this session we will identify key ingredients for a successful site- addressing quality and usability, accessibility, ease of use and visibility in search terms. We will also discuss who should manage a website and how- and for those who already have sites- assess whether they need to expand or redevelop.


Web Analytics and Conversion                                                Optimization      10:30 – 11:00

This session looks at the importance of web analytics and how a business needs to track and analyse their user data. We will run through some analytics tools- and show how to measure monitor and manage user data- and to utilize the results to adapt and evolve business and marketing strategies.

Coffee Break                                                                                                                  11:00 – 11:30



Online Security                                                                                                           11:30 – 12:00

Doing business online opens risks and challenges. This session focuses on ensuring your online business is secured and safe from fraud, and looks at the legal requirements and recommendations for capturing and managing personal data. Advice will be given for avoiding fraud and securing your business environment and we will learn about phishing, SPAM traps and new dangers from social media.


Search Engine Marketing                                                                                     12:00 – 12:30

High search engine rankings are extremely important when it comes to visibility of your online presence and content. This session explains the inner workings of search engines and how search engine optimisation (SEO) works. We explain the pitfalls and dangers of some popular SEO ‘tricks’ and look at the pros and cons of  Pay Per Click (PPC) advertising and walk through setting up and managing a PPC campaign.


The Generation Gap- Encouraging User Generated Content               12:30 – 1:00

User Generated Content (UGC) is a popular buzzword in online marketing-particularly in tourism, where user generated reviews, blogs, images and video play a crucial role in the referral and marketing chain. But what happens when your users don’t generate any useful content?

This session focuses on addressing this fundamental issue- how to encourage your clients to generate useful content, write reviews, publish and share their experiences, pictures and video- and how you can best access and assist to be sure that this content works for you and drives traffic, business and conversions. Practical examples will be given of appropriate, simple ways you can encourage clients to generate and share content and increase your likelihood of positive reviews and referrals.


LUNCH                                                                                                                                     1:00 – 2:00



Database and Email Marketing                                                                                                                               2:00 – 2:30

Direct e-marketing means engaging with individual users and groups of users- and this presents a real challenge for a business in terms of capacity. This session look at the development and management of client databases and how to market directly through them.  We will look at the changing dynamics and challenges of email marketing and Client Relationship Management (CRM)- and how to use newsletters, promotional offers and direct communication effectively and avoid becoming a spammer.


Blogging and Tourism                                                                                                                                       2:30 – 3:00

Blogs play a critical factor in the growing world of user generated content, but also in online opinion and thought leadership. As a business your challenge is to create a blog that people will read, use and share- which means creating interesting content, and developing relationships with reader that deliver value and profit. This session will include a practical walk through of the Word Press blogging system.

Facebook & Tourism                                                                                                        3:00 – 3:30

This session takes a look at successful Facebook sites and programs for Tourism Businesses. We will look at the importance of creating a professional corporate presence and how it can be used to develop business and consumer relations, publicize your business, special events and special deals and offers. We will also show you how to develop content and share and publish it via Facebook, and how to be sure that you develop and manage the right network of contacts and friends.


Twitter & Tourism                                                                                                                                                               3:30 – 4:00

Twitter is a remarkable real-time microblogging tool that offers the Tourism business direct and rapid access to networking, partnerships and publication of content and an excellent way to measure and monitor online discussions of destinations and products.  This session will provide a walk through of setting up and managing a Twitter account and how to use lists, retweets, hash tags, trends, mini-URLs and follower groups to make Tweeting an effective promotional tool.



Coffee Break                                                                                                                              4:00 – 4:30


Managing Multimedia                                                                                                 4:30 – 5:00

Many people are daunted by the idea of producing, managing and publishing multimedia- yet a wide array of low cost, easy to use practical tools are available to allow you to do just this. Using a laptop, camera and some CDs- this live demo session demonstrates in real-time how to create, edit, manage and publish images and video in web-optimized formats- all in a matter of minutes.


The Wrap Up                                                                                                                     5:00           

The final session we summarize the two-day training into a simple step-by-step strategy for change- then opens the floor for questions, discussion and advice.

We will then create a local support structure via social media to continue the support, discussion and advice online.


Web Clinics

After the event- attendees may send their website addresses to a provided email address and receive a professional evaluation of the site, contents and features- based on the training agenda, with advice and directions for improvement.