8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson’s Welcome & Speed Networking

This fun and fast-paced forum is designed to provide you with a unique and fun opportunity to share your goals for this conference and get to know your fellow conference attendees and their most pressing issues in creating and delivering a successful marketing strategy through the use of social, digital, and mobile tools.

Adam Wootton, Founder and CEO
ZumFun
Conference Chairperson

9:00 a.m.

Learn How To Leverage Integrated Marketing Channels Effectively

With the lines becoming blurred among marketing departments on who owns which tools and which initiatives, teams are now required to work collaboratively to save time, money and resources. All channels must work together to support shared objectives while delivering measurable results.

This session will provide you with necessary tips and tools to ensure your departments are working together in effort to maximize your budget and your success, including how to:

• Encourage your marketing departments to come together to support one of the fastest growing distribution channels – mobile
• Effectively bring all of your marketing channels together for the common good
• Take lessons learned from a leading online travel agency and their launch of their mobile booking app
• Measure success in a way that meets your organization’s objectives

Taylor Cole, APR, Director Public Relations & Social Media
Hotels.com

9:30 a.m.

Idea Exchange: Questions, Feedback, Collaboration

9:35 a.m.

How To Integrate Social Components To Not Only Engage Followers, But Track Your Traditional Advertising Methods As Well

In a world where ROI is king, reporting out the bottom line is no longer the norm. Integrating your social media and online efforts with your traditional marketing placements helps to create a more balanced mix for optimum reach and more tracking.

The Flagstaff Convention and Visitors Bureau recently launched a new advertising campaign utilizing all of its tools. They were able to find new and creative ways to track the success of these media placements. In doing so, they were also able to increase their interaction with visitors and residents alike.

This forward-thinking session will inspire you to view your traditional advertising methods in the same realm as your new media advertising and how to use both components to maximize your marketing success, including how to:

• Successfully use social tools to increase engagement
• Understand the tools that are out there
• Track success of traditional advertising methods through your social media

Heather Ainardi, Marketing and Public Relations Manager
Flagstaff Convention And Visitors Bureau

10:05 a.m.

Idea Exchange: Questions, Feedback, Collaboration

10:10 a.m.

Morning Refreshment & Networking Break

10:20 a.m.


Brainstorming Session: Connect, Collaborate, And Learn

This is a tailored session to you as an attendee. This is your chance to discuss with fellow attendees and speakers what your most pressing marketing concerns are and gain valuable solutions and ideas from each other!

10:50 a.m.

Calculating Your ROI And Using Big Data To Understand Which Social, Digital, Or Mobile Channel Is Driving Your Business Most Efficiently

Any company which markets via more than one channel needs to understand which ones are driving business most efficiently. Traditional attempts to assign credit involve tracking shopper click activity via browser cookies and so on. This is a daunting computational task, involving billions of rows of data with dozens of fields.

Fortunately, Big Data technologies, like Hadoop and Revolution Analytics, make such exercises affordable. While attribution specialist companies like VisualIQ and Datasong stand ready to perform these computations for clients who want their help.

Though there is lots of hype surrounding it, Big Data is real and you ignore it at your peril. Fortunately, it need not be difficult or expensive for you to start. This forward-thinking session will assist you in understanding where to begin, and why you need to do so now, including:

• How to harness big data for your marketing purposes
• Understanding algorithmic attribution modeling -- if you’re currently not using it you are almost certainly overinvesting in some channels and under investing in others, to the detriment of your bottom-line ROI
• How to value social media (particularly Facebook) on an impressions basis, not a click basis.
• Evaluating the value of a Facebook ads

Jonathan Isernhagen, Director, Marketing Analysis
Travelocity

11:20 a.m.

Idea Exchange: Questions, Feedback, Collaboration

11:25 a.m.

Morning Refreshment & Networking Break

11:35 a.m.

Social, Digial, And Mobile Marketing For Travel & Tourism
Case-Study To Come

Write Up To Come

Mark Calibo, Director of Sales & Marketing
DOUBLETREE BY HILTON MIAMI AIRPORT CONVENTION CENTER

12:05 p.m.

Idea Exchange: Questions, Feedback, Collaboration

12:10 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a hot topic! Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social, digital, and mobile marketing concerns.

1:45 p.m.

Say What? A Four-Step Approach To Dealing With Negative Posts On Social Media

Whether you are actively participating in social media or not, your customers and prospects are most likely talking about you on social media. You must be aware, and understand, that not all comments will be positive. By joining an existing conversation in the right way, you can not only help amplify the good words spoken about your organization, but you can also minimize or neutralize the impact of the negative.

After listening to this session you will be armed with an easy-to-follow four-step process to respond to negative comments on social media sites, including:

• How to find comments about your business on social media platforms
  
• Which comments you need to respond to (the answer is almost all of them)
  
• The four steps in constructing your response to the negative post
  
• Examples of businesses that have responded in the right way, and of those that did not

Erik Johnson, Director of Digital Marketing and Social Media
ClubCorp, Inc.

2:10 p.m.

Idea Exchange: Questions, Feedback, Collaboration

2:15 p.m.

Sorting Through The Tools – Vine, Instrgram, YouTube, Facebook, Twitter – Deciding Which Tool Suits Your Needs, And How To Get Your Message Through The Clutter To Your Audience

Stay tuned for session specifics.

Peter Burakowski, Communications Manager
Visit Buffalo Niagara

2:45 p.m.

Idea Exchange: Questions, Feedback, Collaboration

2:50 p.m.

Afternoon Refreshment & Networking Break

3:00 p.m.


Brainstorming Session: Connect, Collaborate, And Learn

This is a tailored session to you as an attendee. This is your chance to discuss with fellow attendees and speakers what your most pressing marketing concerns are and gain valuable solutions and ideas from each other!

3:30 p.m.


Deciding Which Social Media Tools Are Best For You, Your Customers, And Your Goals

Facebook, Twitter, YouTube, Instagram, FourSquare -- while we would like to immerse ourselves into all of them, realistically we can not. To launch a social media campaign you must be willing to dedicate your time and efforts to ensure it is done right - otherwise, you've wasted your time.

This panel session is designed to answer your questions about specific tools and assist you in choosing the "right" ones for you, including:

• Aligning your goals to the tools that will accomplish them successfully and efficiently
• Tools to assist in making the most of your budget and your time
• Platforms to make managing mutliple social media sites easier

Panelists:
Bilal Tengree, Online Promotions
Ritz Carlton

Tommy Gomez, Marketing & Events Manager
MIAMI SCIENCE MUSEUM

More Panelists To Be Announced Shortly

4:15 p.m.

Idea Exchange: Questions, Feedback, Collaboration

4:20 p.m.
More "How To's" To Help You Get The Work Done:
Day One Wrap Up

This fun and fast-paced forum is designed to provide you with a unique and fun opportunity to share your goals for this conference and get to know your fellow conference attendees and their most pressing issues in creating and delivering a successful marketing strategy through the use of social, digital, and mobile tools.

Adam Wootton, Founder and CEO
ZumFun
Conference Chairperson

4:30 p.m.

End of Day One

4:45 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference attendees and speakers are welcome to join us for this special opportunity to continue networking.  Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Miami’s fine dining while you continue to network with your colleagues.