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ATAWAY EXCHANGE 2013 CONFERENCE AGENDA Monday, May 13
Tuesday, May 14
Wednesday, May 15
Consumer Buying Habits & Media Strategies - Does your marketing match how the consumer buys?Marketers are constantly challenged with developing compressive marketing plans within an every charging digital landscape and targeted at consumers that change their buying habits and brand loyalties regularly. Ataway’s first day General Session will focus on the digital buying habits identified by MMGY Global with follow up discussions with some of the industry leaders in regards to their perspective on effective digital marketing strategies. The Ataway Exchange mission is to foster conversations. The opening day general session will be set with round tables, providing the audience an interactive environment that fosters conversations. The session will be designed to encourage discussions within the audience based on the key findings and perspectives of our speakers. Click on each session below for more information. 9am // Registration Opens
1:00pm // Show Opens & Welcome
Porter Gale will set the stage for Ataway 2013. Porter is a marketing expert with over 20 years of experience and is the former Vice President of Marketing at Virgin America and is releasing her first book, Your Network Is Your Net Worth, released this June. Ataway is very excited to have Porter join this year as the Conference Host. Porter will open the conference with an overview of the event, agenda and her perspective on digital marketing. Porter will be our host for all three days and will help to connect the perspectives and research we hear to the daily tasks all marketers face.
1:15pm // Portrait of the Digital Traveler
The 2013 conference will open with a keynote presentation by Peter Yesawich , Vice Chairman of MMGY Global. MMGY Global is a strategic research partner of the Ataway Exchange and this year Peter will present the MMGY Global 2013 Portrait of Digital Travelers™. This report will be released for the first time ever and provides an in-depth examination of the proliferation of digital devices among travelers, including segmentation of the digital traveler market (and a profile of the emerging “Digital Elite”), the usage of digital devices in travel-related activities, the influence of social media, and lodging, airline and car rental brand preferences. It provides a futuristic look at emerging digital travelers that will enable travel marketers to refine their marketing strategies to address these emerging preferences. Be the first to hear the findings from the 2013 study. Peter’s presentation will set the stage for the conference by asking all the attendees to ask the question “does my marketing strategy address the shopping and buying habits of the digital traveler”?
2:00pm - 4:00pm // Digital Perspective
Following The Portrait of the Digital Traveler presentation, Ataway will welcome three industry leaders to the stage to present their organization’s current viewpoint of the ever-changing world of digital advertising. Each speaker will have 20 minutes on stage, followed by a ten-minute audience discussion session. Each presenter will focus on how advertising strategies are changing based on multi-channel solutions, multi-device opportunities and multi-generational buying habits. The presentations will include case study examples of how other advertisers have implemented successful campaigns, information addressing attribution, and perspectives on marketing strategies, relative to their financial resources. While Ataway respects the insight and perspective of the speakers, Ataway knows attendees really value discussing their own perspectives. After each 20-minute session, the audience will have time to discuss the presentation and capture questions for the follow up panel discussion.
4:00pm - 5:00pm // Panel Discussion with Audience QA
We will welcome the four speakers back on stage for a panel discussion led by Peter Yesawich. Peter will moderate the group discussion utilizing questions submitted from the audience during the previous session.
5:00pm // Close and Adjorn
5:30pm - 7:30pm // Visit Orlando & Visit Florida Opening Reception
After an exciting opening day, Visit Florida and Visit Orlando would like to welcome everyone to a networking reception at the Waldorf Astoria-Orlando.
Marketing Analytics & Reporting - How are we using the data? Learn from the experts and your peers.During a number of think tank sessions with the Ataway Advisory board specific themes were identified as key issues facing marketers today. Themes that continued to rise to the top of the list included attribution, big data, and ROI, which have formed our theme for day two. Day two will highlight three keynote speakers with interesting perspectives on analytics, big data, and engagement. As you will see, there are not many industry panels as part of this session. As stated, Ataway strives to foster conversations, and day two provides interactive workshops focused on execution and applicable strategies. Click on each session below for more information. 6:30am // Registration Opens
8:00am - 9:00am // Breakfast & Innovation Alley Opens
Join us for breakfast and coffee to gear up for great day full of analytics, big data, and workshops.
9:00am // General Session Opens
Porter Gale will welcome the audience back with a recap from Monday and an overview of day two’s agenda.
9:15am // Keynote Presentation - Over-powering Complexity: Digital Experiences, Attribution.
Here's the old: Watch TV Ad, immediately buy a vacation. Here's the new: Tweet. Ad on AOL.com. Pal's vacation report on Google+. Search on Bing for stuff. Visit site seven times. Beautiful Facebook photo. Search Google. Compare prices on Expedia. Buy on united.com. How do you buy advertising? How do you create great customer experiences? Avinash will share his perspectives, and solutions, for the innovation and disruption digital delivers to our doorstep every day. Bring your questions!
10:30am // Ataway Exchange Morning Sessions
As stressed, the Ataway Exchange is dedicated to fostering conversations. The breakout sessions termed the “Ataway Exchange Sessions” are a testament to that mission. The conference up until now was centered around high-level presentations, stats and trends during General Session. During the Ataway Exchange sessions, the focus shifts to facilitating conversations along with the attendees to address specific topics. The goal of these sessions will be to have open communication around demanding issues and how to effectively address these marketing topics. No more high level, content that is great in theory and good for philosophical discussions. These interactive workshops focus on execution and applicable strategies. The topics were identified during the Ataway Advisory Board think tank session. There will be three concurrent sessions set up in breakout rooms, designed for group discussion. Each session will have a moderator who will lead the conversation along with the support of 3-5 Ataway board members. Space will be limited, so make sure to get a seat early.
12:00pm // Lunch & Innovation Alley
After a morning full of stats, data, and conversations, the time is now to sit back, have lunch, and network. Lunch will be served in our Innovation Alley for you to enjoy there or take with you and meet anywhere at the beautiful Waldorf Astoria-Orlando property.
12:00pm // Cendyn - Luncheon Session
Cendyn will be holding a private lunch session for hospitality digital marketing professionals and will present some of the latest research and findings regarding how to compete in a data-driven marketplace. Christopher Fong of Google will present the latest Google Travel Trends. Then, Tim Sullivan, Cendyn’s VP of Digital Marketing and Advertising, will moderate a panel discussion with some of the leading digital marketers in the industry:
Please RSVP as space it limited. 1:45pm // Ataway Exchange Afternoon Sessions
Following the morning exchange session will be three more concurrent sessions. There will be three concurrent sessions set up in breakout rooms, designed for group discussion. Each session will have a moderator who will lead the conversation along with the support of 3-5 Ataway board members. Space will be limited, so make sure to get a seat early.
3:30pm // Subscribers, Fans & Followers: The Travel Marketer’s Audience-Building Imperative
As marketers, we’ve long understood that we’re in the creative business. But a few decades ago, thanks to computers and the Internet, we also got into the technology business. Our latest business, however, may be our most critical yet. We are audience builders. We are the folks responsible for ensuring that our brands have ready-to-engage audiences across email, mobile, and social channels. These audiences however are built, not bought, and if our marketing efforts run counter to their expectations, we stand to not only lose business but destroy relationships. For the past three years, Jeff Rohrs has spearheaded an unprecedented examination into what consumers expect from brands across email, Facebook, Twitter, and other one-to-one channels. The resulting SUBSCRIBERS, FANS & FOLLOWERS Research Series has won awards for its insights and inspired countless marketers to embrace their duty to not only build brand audiences but engage them in a channel-appropriate fashion. In this entertaining and informative session, Jeff reveals the key insights from his team’s research and underscores why direct marketing’s best days may be yet to come.
4:15pm // Keynote Presentation - The Human Face of Big Data
Rick Smolan is a former Time, Life, and National Geographic photographer best known as the creator of the "Day in the Life" book series, the best-selling photo books that captured life in America, Japan, Australia, the Soviet Union, and other countries in the '80s. He is also CEO of Against All Odds Productions, which was named “one of the 25 coolest companies in America” by Fortune magazine. Smolan's global photography projects combine creative storytelling with state-of-the-art technology. Many of his books have appeared on The New York Times Bestseller List and have been featured on the covers of Fortune, Time, Newsweek, and US News & World Report. In the fall of 2012, Smolan released The Human Face of Big Data, a globally crowd-sourced media project focusing on humanity's new ability to collect, analyze, triangulate, and visualize vast amounts of data in real time. The Human Face of Big Data was created by 200 journalists around the globe and provides an unprecedented glimpse of a world brought closer together by the new science of “big data. The project, aimed at sparking a global conversation, resulted in a large-format book, an engaging iPad app, a TV special, and a travel exhibit. In his presentations, Smolan seeks to connect and visualize "big data" into meaningful ways that can have very human implications, such as how SMS system data can help prevent the sale of counterfeit medicines in Ghana or how credit card data can predict a divorce. From his "Day in the Life" photography series to his current project with big data, Rick Smolan is a force for exploring culture in unique ways.
5:00pm // Close and Adjorn
5:30pm - 7:30 // Networking Reception & Innovation Alley
After a deal full of analytics and big data, it will be time for a drink and easy conversations. Join us for our Tuesday evening reception at the Waldorf Astoria-Orlando.
Social Media - How smart is your social IQ? Is social supporting or disrupting your approach.Day three will focus completely on the world of Social. Kicking off the final general session will be 5 presentations from “social” companies, selected by the Ataway audience. Hear about some of the newest platforms and how they can be incorporated into your marketing strategy. Social media may have matured to the place where it is now a mandatory part of any digital marketing strategy, but CMO's still agree that good analytics for this channel remain elusive. After all, the benefit of 10,000 additional Likes on Facebook is meaningless if you never realize a single conversion from them. Market Bridge will present their findings from a social media competitive benchmark and will lead a panel discussion with brand leaders identified in the study. (Market Bridge will also give away a free 3-month install of their SQ Index during the session to an attendee). Click on each session below for more information. 6:30am // Registration/Information Opens
8:00am // Breakfast & Innovation Alley Opens
9:00am // General Session Opens
Porter Gale will welcome the audience back with a recap from Monday & Tuesday and an overview of Days Three’s agenda.
9:15am // Social Disruptors Presentations
Social media, social sharing, social commerce: disruptors or opportunities? The continued growth and penetration of social media is a continued source of concern for marketers. Do the new products and channels disrupt their business and marketing strategies or can they actual help to contribute to the overall strategy. While internal decisions and processes must be addressed in order to embrace social media, there are numerous companies that are continuing to build and launch products and platforms, which can support the opportunity or possibly, disrupt the marketing approach. During this session, Ataway will welcome four companies to the stage to present their view on the world of social (commerce, reviews, community, media, etc.) and their products. Ataway Exchange has partnered with Tnooz as the host of this session. Gene Quinn, CEO of Tnooz, will open the session and present Tnooz’s current point of view on social disruption in the travel industry. Gene will also introduce each of the speakers and follow up with any audience questions.
10:15am // The Maturity of Social Media is Dependent on Analytics
Most marketers will agree that in the world of digital marketing, social media has to be an integrated component. Whether it is maintaining a Facebook Page at a minimum, or building out a presence in multiple social networks most brands understand that social media has passed the “fad test” and is here to stay. While social media might be maturing, where it is in that growth process is still hotly debated. For many corporate marketers, the question of how much of the annual marketing budget should be allocated to social marketing still looms. In an October 2012 survey conducted by the Altimeter Group and Hudson Group for the Pivot Conference, a lack of clear and relevant metrics remained one of the top reasons executives still kept social marketing relegated to the “experimentation” phase. One of the key factors that moves a digital medium into mainstream marketing is the arrival of analytics that allow for the relevant tracking of results. MarketBridge has developed the SQ Index towards that very purpose to allow for the connection between investment in social media and relevant business outcomes. The SQ Index The SQ Index is a benchmark scoring service that scores and ranks a brand’s social performance against its closest competitors as both an overall comparison as well as a categorical one. Over 30 different social metrics from the top social networks are integrated into a business-level category system developed to allow a brand to attach social media performance to every level of a sales or marketing funnel strategy. By placing performance on a scale determined by the competitive set, it allows for brands to build their social marketing blueprint against achievable highs and avoidable lows. The SQ Index’s ultimate value is seen in it’s ability to break down each ranking report into actual “best practices” from the leaders, allowing brands to emulate these and sharpen their own social techniques. The Session To illustrate how a mature analytics system can help to identify leaders and inform on best practices, MarketBridge will be running the SQ Index against three travel verticals during March of 2013, namely the cruise, destination and accommodation verticals. Ten notable brands will be chosen for each and they will be comparatively scored using the MarketBridge SQ Index. The results will determine a leader in each category for the month of March and those brands will be invited to speak on the findings. Since the SQ Index is about defining best practices inside specific categories and over-time performance (as opposed to simply “who’s best”), the goal of this session will be to illustrate how the analytics system accurately identified leaders for the 30-day period measured.
10:45am // Social IQ Panel Discussion
Following Lane Douglas’ presentation, he will welcome representative from each of the leading brands to the stage for a panel discussion. Rather than simply having an analyst define what was discovered, Lane will lead a discussion with the representatives, allowing them to elaborate on what they actually did to gain the advantage over the competitors and help the audience understand how they had to adjust their budget to pursue their strategy.
11:30am // Close and Adjorn
12:00pm // Ataway Exchange Concludes
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