RTONZ Online Marketing Capabilities Program.

April 27/28 2011 Workshop: Outline & Agenda.

Day 1: Wednesday, April 27th 1 pm – 5:30 pm

Day 2: Thursday, April 28th 8:30 am – 3 pm

Venue: Hobson Room, Rydges Hotel, Auckland CBD.

Thanks to all those who attended the workshops. Please find links below to copies of the presentations and Webinar recordings (Marked in Red).

 

Wednesday, April 27th

 

1 pm – 2 pm: Optional: Hands On Social Media Workshop

 

• Led by: Craig Garner, Magpie Media

• Supported by Chris Adams and possibly panellist(s) from Facebook Essentials session.

 

A number of hands on workshops are offered over the two days. These workshops are available for participants wanting more direct hands on support. This first hand one workshop focuses on social media. Suggested tasks will be supplied in advance of the session to come prepared for. Bring your laptop, get on your Facebook, Twitter or social media account(s) and be ready to post and share on behalf of your destination - plus ask questions of the presenters and other participants. A practical Q&A workshop with a follow up Thursday morning - 7:30 – 8:30 am.

Contact and Links:

Craig Garner [email protected]

During this discussion Craig mentioned a Facebook settings change to ensure you could see all your status updates. More detail here in Blog post 

 

2 pm – 2:45 Welcome and the essential Online Marketing Tool Kit

 

• Charlie Ives, RTONZ (Welcome - 5 minutes)

• Chris Adams, Miles Media (30 minutes)

 Download a copy of the presentation by Chris Adams from Miles Media

 

2:45 pm – 4:15: Facebook – Mastering The Essentials.

 

• Paul Webster – Facebook. Facilitator.

• Tom Bates – Contagion (fmr Air New Zealand)

• Matthew Ravenshall – M & C Saatchi (agency partner of JetStar)

• Tarver Graham - Gladeye

 

This panel brings together some of New Zealand’s leading online marketers with practical tips, insights and best practices. The session looks at the essential elements of successful ‘conversational marketing’ on Facebook – including developing a clear plan, building interaction and engagement, running campaigns and promotions, advertising options, integrating Facebook and Facebook content with other online marketing activities (and your primary web site) and using analytics to refine and improve Facebook activities. The session will include case studies, practical examples (what worked, what didn’t) and specific next steps recommended for RTOs.

Contacts and links:

Paul Webster – Facebook  [email protected]

Tom Bates – Contagion & Avenue  [email protected] 

Matthew Ravenhall – M & C Saatchi  [email protected]

Tarver Graham – Gladeye  [email protected]

Links From Tom: The 'Love UK' Facebook page: http://www.facebook.com/LoveUK?sk=app_157474947622805

And 4 Social Media resources offering free expert advice on how-to's and trends to look out for:

http://mashable.com/

http://socialmedianz.com/

http://www.readwriteweb.com/

http://socialmediatoday.com/

 

4:15 - 4:30 pm: Afternoon Tea - Short Break.

 

4:30 – 5:30 pm Ready, Aim, Fire: Online Marketing Campaign Planning and Management.

 

• Mark Sceats - SureFire

• Chris Adams – Miles Media

• Joined by RTO staff and possibly Tourism New Zealand for panel discussion at end.

 

This session looks at the essential best practices in online marketing campaign planning and management. This includes understanding different types of online advertising and marketing, developing a clear campaign plan, integration with other media, finding and working with a media agency, research and preparation, managing and refining campaigns, campaign tracking and setting and measurement against objectives. A follow up, more technically orientated session on Thursday will look at Google Analytics including campaign tracking set up and reporting issues.

 

Download a copy of the presentation by Mark Sceats from Surefire

Thursday, April 28th

 

7:30 am – 8:30 am Breakfast

 

7:30 am – 8:30 am: Optional Working Breakfast: Hands On Social Media Workshop

 

• Led by: Craig Garner, Magpie Media

 

This hands on social media workshop is available for participants wanting more direct hands on support and if a follow up session from day one. We will review the results and impact of posts – the ‘conversations’ that have been facilitated. Bring your laptop, get on your Facebook, Twitter or social media account(s) and ask questions of the presenters and other participants. A practical Q&A workshop.

 

8:30 am – 9:15 am “How Social is Your Destination”

 

• Dave Serino, Gammet Interactive, Michigan, USA

 • Chris Adams, Miles Media.

Webinar Recording (Please complete registration page to view)

 

Live (via Webinar) from the US – Dave Serino will introduce the “How Social is Your Destination” social media benchmarking reports – that will be distributed at this session. This unique scoring system looks at how each RTO ranks – within New Zealand and compares them against 12 benchmark destinations in North America. Dave will explain the methodology, review the results and then provide quick fire case study examples of what North America’s leading destination are doing in social media marketing. Chris Adams will moderate the session and put the results in the context of the broader analytics benchmarking.

Download a copy of the presentation by Dave Serino from Gammet Interactive

Transition Session from Marketing Focus to More of a Technology Focus.

 

9:15 am – 10:30 am – Managing the Technology: Online & New Media Project Management

 

• Lawrence Smith, Cabbage Tree

• RTO Technology Lead(s) – TBA

• CA Clark, Miles Media

 

The essentials of planning and managing new media projects for Destinations – in house vs. out sourcing, scoping/requirement documentation, RFP or RFQ process, project management, bug and other prelaunch testing. Presentation and discussion with a panel of experts.

Download a copy of the presentation by Lawrence Smith from Cabbage Tree Creative

10:30 am - 10:50 am – Morning Tea Break.

 

10:50 am – 11:30 Going Mobile - Mobile Solutions and Platforms.

 

• CA Clark, Miles Media

Webinar Recording (Please complete registration page to view)

 

CA Clark will be leading sessions in person in the June workshop and here joins us via Webinar for a short introduction to one of the topics – mobile solutions and platforms. This session provides an overview of the different mobile solutions available to destinations, a short summary of their relative strengths and weaknesses with an introduction to the technical implications of developing in each. This short introduction is a precursor to a more in-depth session to be held by CA when he presents in person in the June workshop.

 Download a copy of the presentation by CA Clark from Miles Media

  

11:30 – 12:30 Introduction to Online Analytics and Google Analytics Essentials.

 

• Nick Guebhard – Search Operations Manager, SureFire

• Chris Adams, Miles Media

 

An introduction to the essentials of online analytics and an introduction to the fundamentals of setting up and using Google Analytics in destination marketing. The session includes coding tips and best practices, page naming, setting up goals, reporting – and a brief introduction to some of Google’s advanced reporting options. A hands on Google Analytics workshop (working lunch) will be available to a limited number of people at 12:30 - 1 pm (bring you own laptop).

 

12:30 - 1 pm Optional: Hands On – Google Analytics Essentials Workshop

 

• Nick Guebhard – Search Operations Manager & Expert Google Analytics Lead – SureFire

• Chris Adams, Miles Media

 

This brief hands on Google Analytics workshop is available to participants – those marketers wanting more hands on assistance or support. Bring your laptop, get into your Google Analytics and be prepared to complete some reporting tasks with Nick and Chris’ assistance and guidance.

 Download a copy of the presentation by Nick Guebhard from Surefire

12:30 – 1:30 pm – Lunch.

 

1:30 – 2:45 pm Social Media Integration & Development.

 

• Lawrence Smith, Cabbage Tree

• Matthew Walker, Cabbage Tree

 

An introduction to the technical options, issues and skills required in implementations on the major social media sites – Facebook, Twitter and YouTube. Includes integration of social media feeds, using the Facebook API, developing widgets, customizing your Facebook, Twitter or YouTube accounts. This is an introduction only aimed at beginners to intermediate implementations – more advanced sessions may be held at a future workshop.

 Download a copy of the presentation by Matthew Walker from Cabbage Tree Creative

 

2:45 - 3 pm Summary & Takeaways.

 

• Chris Adams, Miles Media

 

A summary of the workshop – key takeaways, reminders and lessons for you to apply in your destination. A brief summary of the topics that are planned in the upcoming Webinar and June workshop.

 

End of Workshop.

 

Background on Program:

Regional Tourism Organisation Online Marketing Capabilities Program.

Facilitated by Miles Media Group.

This program seeks to build world class skills, learnings, insights and resources for RTOs to more effectively plan, execute and manage online marketing programs in 2011 and beyond. Key Performance Indicators (KPIs) will be used to measure progress both against a baseline at the start of the process and against international peers. The capabilities development program will incorporate three parts:

 

1. Baseline Study of current online performance – measure and benchmark RTOs using Google Analytics and Social Media KPIs. RTOs will be benchmarked against all RTOs, against RTOs of similar size and against an “international peer group” of 12 broadly similar North American (US and Canadian) Destinations Marketing Organisations.

 

2. Training and Support – undertake a 10 month program of 3 workshops & 3+ webinars

 

3. Compare results to Baseline Study–report on progress and results against KPIs and international peers at both the midpoint and end point of the program.

Miles Media is facilitating the program but experts from a range of other New Zealand and international organizations will join Miles Media staff in presenting topics in the workshops and webinars.