Leveraging Social Media for Engaging Consumers

Social Media is hot！

But still puzzled by how to integrate social media into Travel campaigns?

Renren, Kaixin001, Quan360, Twitter, Facebook, Youku... Are companies really using these “tools” to communicate with their customers? You bet they are.

And you can too! Join us in learning about Social Media and how to use it to enhance your business and how to connect with your consumers. The future of advertising and marketing is here, and it’s not a one-way message; it’s a relationship.

In this seminar, you will gain a better understanding of the various benefits of Social Media, including communication, collaboration, engagement and measurement; you will also gain insight into the low cost and high yield associated with social media. Your customers are going to talk... Don’t you want to be part of the conversation?

Come learn how savvy marketers, either in-house digital marketing practitioner or those working within an digital agency, are leveraging, planning and driving ROI through social media investment.

Why Social Media Marketing Is Important For Travel Industry?

Because.....

• Travelers are collectors, critics, creators & spectators
• Seeing is believing - - pictures do speak louder than words
• Travelers want “insider information”
• Recommendations from fellow travelers are trusted
• Travelers want to share their experience

Meet our Moderator

Ms. Kate Chang, Regional Director, PATA China

Ms. Kate Chang is Regional Director of PATA China and as such represents the Association on the mainland, with a particular focus on strengthening relationships with the public and private sectors of China's rapidly growing tourism industry. Based in Beijing, Ms. Chang identifies and interprets new trends, policies and opportunities, guiding PATA as it expands its activities in support of the Chinese market. She has considerably public and private-sector experience in China and abroad in such areas as Diestinations Marketing, the MICE sector and hotel marketing and sales. Prior to joining PATA in May 2005, Ms. Chang was an Assistant Director for CNTA, based in Australia.

Ms. Chang is a graduate of the Tourism & Hospitality Management School, Beijing International Studies University.

Guest Speakers

Dr. Mathew McDougall, Executive Chairman & Chief Executive Officer, SinoTech Group

Dr. Mathew McDougall is recognized as a leading expert in Digital Performance Marketing. He brings 18 years of professional experience in the Internet, wireless, new media, and software sectors. He has worked in China for 7 years and is a seasoned executive in strategy, international sales and marketing, and general management. Dr. McDougall founded  SinoTech Group in Beijing in 2007 and established the Digital Marketing Inner Circle as a professional online community for marketer's in 2008.

Dr. McDougall holds a Masters degree from Westminster University, London and a PhD from Queensland University of Technology, Brisbane.

Dr. Grace Pan, Chief Strategy Officer, SinoTech Group

Prior to joining SinoTech, Dr. Pan lead the Travel & Leisure division of ACNielsen for over 3 years. She is a well-recognised expert on the China tourism industry encompassing travel, hospitality, media, retail and finance. Previously, Dr. Pan had nine years’ experience in China outbound travel research, leading major projects in conjunction with various business partners. She is widely referenced and published, and has been invited as a keynote speaker at numerous Asia-Pacific tourism industry conferences.

Dr. Pan holds a Ph.D in Tourism Marketing from Griffith University and a Master of Business (Research) from Queensland University of Technology.

Mr. Simon Li, Director of Marketing, China, Research In Motion

Simon Li joined Research In Motion (RIM) in July 2008 as Director of Marketing for China. Mr. Li oversees all the branding, carrier and segment marketing efforts and is responsible for driving the growth of BlackBerry business in the country. Prior to joining RIM, Mr. Li was with Computer Associates China, where he managed the national marketing team in China, devising marketing strategy for the company and overseeing channel marketing, direct marketing, public relations and marketing communications efforts.

Mr. Li has over ten years experience in integrated marketing and has worked for Motorola and AOL in various marketing management roles in brand management, channel marketing, retail marketing and sales enablement.

Mr. Li holds an MBA degree from Peking University and a Bachelor of Engineering degree from Southeast University.

Ms. Elizabeth Gualtieri, Director of Marketing and Brand Strategy at Accor China 

Ms Elizabeth Gualtieri joined Accor Hospitality Greater China in January 2007 as Director of Marketing and Brand Strategy. The Accor Hospitality operations include more than 15 complementary brands —from luxury to economy—that are recognized and appreciated around the world.

Ms. Gualtieri oversees all the branding, channel and segment marketing efforts for the Pullman, MGallery, Grand Mercure, Novotel, Mercure and ibis brands and is responsible for driving the growth of Accor Hotels businesses across Mainland China, Hong Kong, Macau and Taiwan. She is also holds Asia Pacific responsibility for the Novotel brand.

Ms. Gualtieri holds a MBA from Monash University, Australia

Ms. Donna Li, General Manager of Strategic Marketing, RenRen.com

Ms Donna Li is the General Manager of Strategic Marketing & Media Planning of RenRen.com, the largest SNS of China. She oversees RenRen corporate branding as well as monetization models through advertising, thus offering most effective marketing solutions via social media mechanism to clients of all major business sectors, incl. travel industry.

Prior to joining RenRen, Donna was the trade marketing director of Taobao, Alibaba, and Yahoo, and has gained most cutting-edge knowledge and solid experience from portal, to search to e-commerce. She also acted as the media planning head for Yahoo global cross-border deals, working extensively with world travel businesses.

Ms Donna Li holds an EMBA from CEIBS.