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ONLINE REPUTATION

!IN PARTNERSHIP WITH ETOA

MASTERCLASS

Managing your Online Reputation ‘Working with Review Sites & Bloggers’

Thursday 15th May 2014, Amsterdam Gassan Diamonds Factory

Nieuwe Uilenburgerstraat 173-175 1011 LN  Amsterdam

Location Partner

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The Digital Tourism Think Tank focuses on digital marketing best practice in tourism; promoting the most innovative case studies across the industry to inspire and encourage creative, successful digital marketing. Together with ETOA, we are now offering advanced training masterclasses with experts on various topics within the field, providing tourism organisations and professionals the opportunity to get up to speed and hands on with their digital marketing strategies. !The second in our 2014 series of training offerings tailored to ETOA’s members will be on 15 May 2014 at the Gassan Diamond Factory in Amsterdam – the Masterclass ‘Manage your Online Reputation’ lead by our expert team at the Digital Tourism Think Tank. Through this masterclass, tourism professionals will understand how to create, improve and protect their businesses’ online reputation, learn about key strategies, tools and best practice case studies for successfully managing reputation in a digital age. Coffee breaks and lunch are included in the price. ! !!!!!Managing your Online Reputation – ‘Working with Review Sites and Bloggers’ is designed as a masterclass for tourism professionals that want to get to grips with managing their reputation in a hyper-connected, customer driven digital landscape. It will cover the following: !• Tools and techniques for monitoring and measurement of online reputation

• Getting the most out of review portals such as TripAdvisor

• Successfully working with bloggers and key influencers !Why Online Reputation? The digital landscape progressively transforms tourism into a customer centric economy, which poses unique strategic challenges to contemporary tourism businesses . We explore the implications of the digital revolution on tourism businesses, which consumer platforms have emerged in the market, who is using them, what tools are available for businesses and how your organisation can make the most out of them. !Reputation Management Exploring the core disciplines of online reputation management: getting the most out of review sites, mastering monitoring and analytics tools, social media metrics, collaborating with key influencers, working with travel bloggers and many practical tips, tricks and best practice cases on to how maximise your reputation online.

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About the Masterclass

Topics Covered

!Review Sites As electronic word-of-mouth is becoming one of the most trusted sources of information in tourists’ decision-making process, we explore how businesses can use review platforms to their advantage. We provide insights on how businesses can engage visitors at the right point, drive positive reviews, turn around negative reputation, make their businesses stand out and manage customer expectations, by providing in-depth expertise, discussing real business experiences as well as best practice case studies from within the tourism industry. !Blogger and Key Influencers !Working with bloggers and digital key influencers is an effective way to shape and enhance a businesses online reputation. However, it also comes with a unique set of challenges. We will explore everything from how to identify influential travel bloggers to how to develop effective and successful collaborations with them, to enhance your reputation and achieve your marketing goals. !!!!This session will be presented and facilitated by several experts from the Digital Tourism Think Tank team, who have great experience in working with both private and public sector organisations in the travel and tourism domain. Valuing the balance between rigorous theory and practice-led application, the team at the Think Tank draws on extensive experience in the field of social media marketing and online reputation management, through a large variety of consulting projects and practice led research, including:

• Leveraging online reputation as part of an overall digital strategy

• Digital and social media strategy development

• Social media and brand reputation audits

• Brand positioning concepts ! !

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Your Trainers

Nick Hall Founder & CEO

Digital Tourism Think Tank

Nicolas Gregori Digital Research Analyst

Digital Tourism Think Tank

Ramona Wagner Programmes Director

Digital Tourism Think Tank

To start off, we’ll have a roundtable to get to know the participants of the Online Reputation masterclass in person. We’d love to learn more about what each of you hope to get out of the masterclass and use this time as an opportunity to learn more about your experiences and future plans in managing your online reputation.

Programme

09:45 AMReputation Matters

Masterclass Roundtable

The rapid growth of social media has generated an enormous volume of user generated content, and increasingly users shape businesses’ reputation by using a variety of tools in the online sphere. Against this background, online reputation has become one of the key factors in achieving business success in today’s hyper connected world. The opening topic of this masterclass explores how the digital landscape progressively transforms travel into a C2C economy, and looks at the unique strategic challenges that this poses to tourism organisations. With customers being at the core of contemporary marketing strategies, participants will learn how businesses need to adapt to the changing environment and gain a deeper understanding of the demands of today’s customers.

09:30 AM

10:30 AMMonitoring Your Reputation

After looking at the overall developments and future trends, it is important to consider the practical tools and techniques required to measure your reputation in the online domain. This session will teach participants how to get to grips with monitoring and analytics. We will learn about the different tools and measures available to tourism businesses and have an in-depth look at social media metrics. !Using the right monitoring tools and techniques is critical to identify and get the most out of working with key influencers. We will also have a look at the type of content that works best to amplify your message and thereby help to pro-actively shape your reputation online.

The Masterclass will take place in the old Gassan Diamond Factory. This beautifully renovated diamond factory is an award winning tourist attraction and located right in the heart of Amsterdam’s city centre. This building has been home to the diamond cutting trade for over 400 years.

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TripAdvisor Masterclass 2:00 PM

TripAdvisor branded sites make up the largest travel community in the world, with more than 260 million unique monthly visitors, and more than 150 million reviews and opinions covering more than 3.7 million accommodations, restaurants and attractions across the globe. !The TripAdvisor masterclass will help you understand how your organisation can get the most out of this, and other leading review platforms. We will look in-depth at how businesses can leverage review platforms to engage visitors, drive reviews and turn around negative reputation. Real business cases and best practice examples will be discussed to gain practical insights.

Conclusions

We’ll be wrapping up this Masterclass on Managing your Online Reputation with our own conclusions and hearing from participants about how they will be approaching their reputation management after having heard the different points of view discussed. We’ll also be talking about next masterclasses that ETOA and the Think Tank could develop together in 2014.

3:45 PM

11:30 AMBloggers and Key InfluencersBloggers and other key influencers in the digital sphere have become a highly influential source for overall brand perception and decision making of modern contemporary tourists. The collaboration with bloggers is increasingly becoming part of the digital marketing mix of contemporary tourism brands, due to bloggers’ high trustworthiness, their active engagement with hard to reach audiences and their ability to create authentic multi-media content. The afternoon will kick off with a session about how bloggers can be used to re-shape and enhance your online reputation. We will learn about the intricacies of working with bloggers, from finding and selecting suitable bloggers, to exploring key challenges, measuring their activities and campaigns, managing and building the relationships with bloggers, and how to successfully drive blogger collaboration to enhance your online reputation and fulfil your marketing goals and objectives.

1:00 PM – 2:00 PM - Networking LunchThe networking lunch is included in the price. During the lunch, you will have the chance to network with other masterclass participants, or have a friendly chat with the Digital Tourism Think Tank team and the expert team of TripAdvisor.

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