• Patricia Brusha, A Couple of Chicks e-Marketing Co-Chair Online Revealed
• Edward Perry, WORLDHOTELS Co-Chair Online Revealed

Just as most consumers need help making their travel plans, marketers in this non-linear, fast-changing world of interactive marketing need a guide through the dizzying maze of Web 2.0 trends and numbers.

eMarketer founder and CEO Geoff Ramsey, acting as your tour guide, will walk you through the strategies, tactics and best practices for engaging with consumers and leading them through the buying cycle using an array of digital marketing tools.

In his usual caffeine-induced style, Geoff will layout the landscape and help you figure out:

• What is the new mindset marketers need to have in order to connect with consumers today?
• Which online ad formats are growing the fastest, and why? (Hint: it's not all about search!)
• What's the secret sauce for using social media without getting your brand in trouble?
• How is online video being used by leading marketers, and how can you apply that learning to your brand?
• Is Twitter a fad, or am I missing the boat if my brand is tweeting to the world?

Times of change and uncertainty can spark the greatest opportunities for innovation. Many multi-billion dollar corporations like Hewlett-Packard, Disney, and Microsoft were started during periods of economic recession. Jeremy Gutsche, North America's most sought after authority on trend hunting, shows you how to gain an edge in business by harnessing the creativity that will help your company survive and flourish in any economic climate. With a respected understanding of exploiting whats cool and predicting future trends, Gutsche shows how to create a culture of innovation in your company, maximize the exposure of your marketing message, and think big while acting small. A fascinating and valuable talk, Gutsche details how to stimulate creativity and unlock the powerful strategies of trend-hunting to help your business thrive in these uncertain times.

Workshop Color Key
Each workshop addresses a primary interest.
The topics are color coded.
It is your option to mix and match or stay all in one discipline.

At this moment in time someone wants to stay in a hotel in your city, but can't find you. Right now, they find your competitors. With the 'SEO for the marketing team' Seminar, Scott Wilson, President of RankHigher.ca, will get down to business and begin teaching you how to win first page Google search results for your hotel. You will learn how to create a benchmark and measure results to quickly achieve a positive ROI. By combining Google Trust with laser beam focus on keywords that will bring you customers, you may be one seminar away from immediate internet success.

Digital marketing is here to stay - but that doesn't mean that traditional media is dead and gone! Learn how a leading tourism operator has created dynamic content for on-line and off-line marketing by reinventing a co-operative partnership approach that serves multiple sides of the supply chain.

This session will answer the following questions:

• How does one create campaigns that work across multiple platforms?
• How do you reconstruct the age old cooperative advertising model to meet today's demanding ROI requirements?

• Social media is all the buzz, with Communities popping up all over the place.
• How do you determine if a Social Media platform is right for you?
• If you build it will they come?
• What are the stages of creating Community?
• How do you create a Social Media Strategy?

Pay Per Click (PPC) campaigns let you connect with customers who are searching for your products and services. This workshop will focus on the basics of Search Marketing, how to get started, and what type of budget you need and tips on Ad Writing.

As a progressive e-marketer, you are investing valuable resources to drive traffic to your corporate Web presences. The many tactics that you learn at ONLINE REVEALED CANADA that help improve your internet marketing strategy are truly maximized with a properly architected Content Management System (CMS). A CMS makes it extremely easy for you to add, update, delete or edit any component of your Web site.

Frequently adding new and relevant content, as much as on a daily or weekly basis, brings qualified surfers to your site. Learn how you can easily control your Web site content, easily tweaking and perfecting for maximum SEO effectiveness, thereby drawing more of the right traffic to your site. Reducing your time-to-market with refreshed product offerings makes your business more competitive, relevant and likely to be found!

See how delegating different sections of the Web site content responsibility to various departmental members of your corporate team can make the process simple and manageable, while your content changes are live and immediate.

Who owns Social media Marketing in your organization? IT? PR? Marketing? What resources should be allocated to setting up and managing communities like Facebook?

How do you measure ROI on a Facebook Fan page?

These and other topics will be explored in this interactive panel discussion lead by Alicia Whalen, A Couple of Chicks e-Marketing - combining insights from three successful tourism brands including a leading Canadian DMO, an Airline and a Hotel Brand who are leveraging the power of Facebook, and other Social media channels to expand their marketing reach. Hear success stories from; Destination Halifax (Facebook Fan base of 16,000 http://www.facebook.com/pages/Nova-Scotia-by-Destination-Halifax, Westjet (Facebook Fan base of 7,514 http://www.facebook.com/westjet ) and Fairmont Hotels and Resorts (Brand Facebook Fan Group Fan Base of 3,976 http://www.facebook.com/fairmonthotels ) about building an active and engaged Facebook community of brand champions. Learn tips and best practices to building a strong fan base, hear how and why these brands got started, insights into how to ignite the conversation, and learn how to leverage online communities to best represent the brand. Real tips and action steps from those who are leading the way in Social media for the Canadian Travel industry.

2010 is a year everyone wants to stretch their reach with their marketing budgets. Leveraging partnerships is a great way to get a bigger bang for your investment.

Listen to a panel of experts discuss the strategies involved with forming partnering relationships with a variety of organizations like Hotel Groups and Associations, Full Service Agencies, Destination Marketing Organization and Meeting and Incentive.

Moderator:
Edward Perry, Senior Director of E-Commerce, WORLDHOTELS

Speakers:
Martin Byrne, Owner, Krunch Digital
Tony Pollard, President, Hotel Association of Canada
Ed Radonic, Managing Partner, RadonicRodgers design +marketing
Tanya L. Johnson, Internet Marketing Officer, Nova Scotia Department of Tourism, Culture and Heritage

This session will focus on:

*Leveraging a cohesive push & pull media mix to maximize sales and boost occupancy

*Utilizing deals to fill need periods while keeping your ADR in check (or even increase it!)

*Creating landing pages that will engage visitors, maximize bookings and increase ADR

Are you considering email as a means of driving more sales to your website? • If so, come and hear from the guys behind Travelalerts.ca, as they share some key email marketing tips that are sure to give you an edge in the world of marketing. According to Marketing Sherpa, email can give your company the highest return on investment of any marketing initiative - even more than search! • Whether you are in the planning stages of building your email list or you already have a few thousand emails and are on your way to world domination, you will gain some practical expertise that will serve your purpose immediately • Topics will include best practices for acquiring subscribers, building newsletters, dealing with spam filters, and much more.

• A press release is not a press release anymore. How to optimize Press releases and Articles to improve your SEO. How to write web copy? What makes writing for the web different?

Get the most out of Google's suite of products, both paid and free, with an in-depth look at Analytics tracking, AdWords reporting, and some fun Google Maps options! See how you can maximize your travel industry presence online at a time when the name of the game is ROI!

Learn how Canada's national destination marketing organization has been using video and social media to connect consumers to its brand and change perceptions of Canada as a destination. In 2009 the Canadian Tourism Commission stepped up its marketing efforts to integrate video and social marketing at various points in the travel decision-making process. This innovative approach to melding video and social marketing strategies together with traditional advertising mediums has since earned the organization accolades in the industry, including "Marketing's" 2009 Marketer of the Year.

In this session we will discuss:

1. The merits of different types of video marketing used by the CTC (UGC, travel docos, broadcast) and how they can be integrated with traditional mediums for greater effect
2. How video and social marketing can be used to drive customers down the path to purchase
3. The benefits of video marketing over traditional approaches
4. How video marketing can strengthen your brand and connection with your customers
5. Tips for success in great video production
6. How tourism suppliers can tap into destination marketing organization resources for great content and increased exposure

This interactive session will discuss how the social media phenomenon Twitter has become a viable marketing/PR tool for travel marketers. Meet a panel of active Tweeters in the Travel and Tourism Marketing space as they discuss case studies and best practices.Learn about:

How is Twitter being used in Tourism Marketing?

How are hotels, attractions, airlines, destinations and travel marketers using Twitter?

Is Twitter right for your business?

Can the ROI on Twitter be measured?

Still not sure how to use the internet to build brand awareness and generate ROI for your company within the travel industry?

Learn how to get the most out of your online campaign!

This session will uncover:

• The Canadian Online Landscape - what are Canadians doing online?
• Traditional Media vs. Online - how to get online with your message.
• Display and Search - how to get more from your search campaign.
• Branding vs. Performance - which is right for you?
• Custom Campaigns and Advertorials - customize your brand with integrated content!
• Rich Media Video - the future of online advertising.

It wasn't too long ago when many businesses were pondering "Do you think we need a website?" Now the paradigm has shifted and Mobile Marketing is becoming as important a channel for communicating with consumers as online. The mobile channel however is unlike any medium and must be managed carefully. It's not just the web on mobile or a simple text messaging campaign but a powerful new channel to your customer. iPhone, Blackberry and Mobile apps have been all the rage, learn why that's the case and what does that mean when you look to develop your company's mobile strategy. Capitalize on the next wave of personalized communication, promotion and selling - mobile marketing!

Hear what TripAdvisor has learned about how Web 2.0 has impacted the travel industry and how tourism businesses can leverage new media • How does a property, brand or DMO effectively manage the conversation within and outside of TripAdvisor and other social media channels • How can the travel industry leverage the distribution power of TripAdvisor and the platform to communicate with their customers.

As travelers look for more destination content online and more sellers start up, suppliers and intermediaries of content and availability will be forced to electronically distribute that information to multiple trading partners to meet consumer demand.

Standards ease the business and technical burdens of working with multiple partners while ensuring data is electronically distributed in a consistent and cost-effective fashion. It's time for tourism experts to understand the role standards could play in an effective online distribution strategy.