Wie kaum eine andere Veranstaltung bewegt der Online Marketing Day der fvw die Trends und Themen der Touristikbranche. Erstmals im Jahr 2008 veranstaltet, hat sich dieser Thementag einen festen Platz im Kalender der Reiseszene erobert. Schien die Branche mit den angebotenen Vorträgen anfangs noch eher skeptisch und distanziert umzugehen, sind die Touristiker längst in der Onlinewelt angekommen. Nicht ohne Grund zählt die Branche inzwischen zu den umsatzstärksten Kunden der Online-Werbeindustrie. Die Skepsis ist der Professionalität gewichen, die Zurückhaltung dem Aktionismus. Man hat sich um- und eingestellt. Vielleicht auch ein wenig durch die Impulse dieser Veranstaltung.
Mein erster intensiverer Kontakt mit der Tourismusbranche nach 15 Jahren IT-Industrie war der DRV-Kongress, der im Jahr 2005 in Palma de Mallorca stattfand. Er stand unter dem Motto „Aufbruch und Wandel” ( → Eröffnungsrede). Die Branche leckte ihre Wunden der Nach-9/11-Krise und sah sich recht unvorbereitet einer neuen Herausforderung gegenübergestellt: Dem Internet. Auf einer Podiumsdiskussion vor ca. 500 Reisebüro-Mitarbeitern wurde das Thema ausgiebig behandelt.
Ein Statement werde ich wohl nie vergessen: „Wissen Sie, meine Damen und Herren, ich habe mir neulich auch einmal ein Buch bei Amazon gekauft. Das macht keinen Spaß, nicht so wie im Buchhandel. Haben Sie also keine Angst. Diese Sache mit dem Internet wird sich irgendwann auch wieder legen.” Unfassbar. Damals konnte ich nur unter Androhung massiver Gewalt vom sofortigen Ausstieg aus der Branche gehindert werden. Sie hat sich nicht gelegt, die Sache mit dem Internet. Zum Glück nicht.
Inzwischen hat die Branche gelernt. Rasend schnell. Sie spielt ganz vorn mit und Experten prophezeien ihr eine blühende Online-Zukunft. So haben fast 85 Prozent der Internetnutzer schon einmal online Informationen zu Produkten der Reisebranche gesucht. Rekord! Der fvw Online Marketing Day hat dies schon früh erkannt und respektlos wie frontal die oft so ungeliebten Internet-Themen platziert. Gut für die Branche, ohne Frage.
Um so mehr freut es mich, im Jahr 2010 – quasi als Branchenneuling – im Kreis der Referenten einen kleinen Beitrag leisten zu dürfen. Das Thema lautet „Erfolgskontrolle im Web2.0: So rentiert sich Social Media”. Aufgrund der zahlreichen praktischen Beispiele und Erfahrungsberichte verspricht diese Veranstaltung einmal mehr interessante Blickwinkel und neue Erkenntnisse zu eröffnen. Ich kann die Fachtagung nur wärmstens empfehlen und würde mich über ein ausverkauftes Haus, viele Fragen und kontroverse Diskussionen außerordentlich freuen.
Hier das vollständige Programm des 8. Juni 2010 im Steigenberger Airport Hotel, Frankfurt:
Keynote-Rede
10.15 Uhr – So profitieren die Marktführer vom Web 2.0
Hubert Frach, Vice President Marketing Lufthansa Passage Airline
Session 1:
Social Media in der Realität: So wird das Web 2.0 profitabel
10.45 Uhr – Menschlich bleiben im Web2.0:
Von Facebook in die Loipe
Reinhard Lanner, Geschäftsführer Fremdenverkehrsamt Lammertal
11.00 Uhr – Viral auf Tour:
Peter N. Decker gibt Gas auf allen Kanälen
Maik Homeyer, Leiter Marketing Holidayautos
11.15 Uhr - Immer online:
Wie aus Tweets Buchungen werden
Roland Fricke, Geschäftsführer beauty24
11.30 Uhr - Erfolgskontrolle im Web2.0:
So rentiert sich Social Media wirklich
Dirk Föste, Leiter Marketing und Vertrieb RUF Jugendreisen
12.00 Uhr Open Forum
Session 2:
Kommunikation reloaded: Effizienter zum Kunden
14.00 Uhr – Kundenbindung und Web2.0:
Wie passt das zusammen?
Hans-Ulrich von Freyberg, Vorstand Cocomore
14.20 Uhr - Das große Mapping:
So funktioniert die georeferenzierte Buchung
Niels Dörje, Leiter Business Development Holiday Insider (ex Google)
14.40 Uhr – Smartphones:
Bin ich der Depp ohne App?
Michael Domsalla, Geschäftsführer KMTO
15.00 Uhr – Open Forum
15.30 - 16.15 Uhr – Kaffeepause
Session 3:
Auf die Relevanz kommt es an: Punktgenau zur Zielgruppe
16.15 Uhr – Weniger ist mehr:
Mit Spezialisierung zum Erfolg
Uwe Frers, Geschäftsführer Escapio
16.35 Uhr – Kontextbasierte Werbung:
Weniger Streuverlust durch exakte Inhalte
Lawrence Nell, Berater Pixell Daten & Design
16.55 Uhr - Augmented Reality:
Wenn das Handy die Wirklichkeit aufpeppt
Philipp Breuss-Schneeweis, CEO Mobilizy (Wikitude)
17.15 Uhr – Open Forum
Außerdem auf dem fvw Online Marketing Day 2010: Diskussion und Dialog im Open Forum in jeder Session, Mittagessen und Netzwerk-Party am Abend
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