Delhi-NCR Not an eChai event

Social Media / Digital Marketing for Travel Brands: 4 Module Masterclass – August 2016

Name: Social Media / Digital Marketing for Travel Brands: 4 Module Masterclass – August 2016
Start: 2016-08-06T16:30:00+05:30
End: 2016-08-13T22:30:00+05:30
Location: Kunzum Travel Café T-49 Ground Floor, Hauz Khas Village

Happened

Saturday, 6 August 2016, 4:30 pm - 10:30 pm

Kunzum Travel Café T-49 Ground Floor, Hauz Khas Village

Delhi-NCR

About

Is marketing your travel products and services a challenge? Are you able to get your message across to the desired target audience? Are budgets an issue? If you can master the art and science of digital and social media marketing, cracking the code to success will be easy. Sign up for a course at the Kunzum School of Travel to learn it all. COURSE OVERVIEW The course is divided into 4 modules - you may sign up for one or more according to your convenience and need. Each module is described in later sections. 1. Content Marketing 2. Public Relations 2.0 including Blog / Digital & Social Media Influencer PR 3. Brand Publishing and Blogging 4. Social Media Marketing (paid and organic) WHO IS THIS COURSE FOR? * Travel Trade: Anyone engaged in marketing travel services and products. These can include management and employees of hotels, travel companies, airlines, cruises, tourism boards etc. as well as their communication agencies (advertising, marketing, public relations, digital marketing). * Other attendees may include those who wish to make a switch to the travel trade, or those seeking clients from this sector. * Students and those starting out in their careers looking at digital marketing as an option. * FOR DETAILED STRUCTURE OF THE MODULES, SCROLL TO THE END * SCHEDULE 1. Content Marketing - Saturday, August 6, 2016 2. Public Relations 2.0 including Blog / Digital & Social Media Influencer PR - Sunday, August 7, 2016 3. Brand Publishing and Blogging - Saturday, August 20, 2016 4. Social Media Marketing (Paid and Organic) - Sunday, August 21, 2016 All sessions will be held from 11:00 a.m. - 5:00 p.m. ** HIGHLY RECOMMENDED ** Travel marketing needs good photographs - and even videos. The best people to shoot these are your own staff travelling to locations that you market. We strongly recommend you sign up for Kunzum’s travel photography and filmmaking courses if you find yourself lacking in these skills. Special rates are available when you sign up for marketing as well as photography / filmmaking courses. --------------------------------------------------------------- COST: Regular * Single Module: Rs. 4,500 * All 4 Modules: Rs. 15,000 DISCOUNT OF 20% FOR THE FOLLOWING: For Students under 25 / Groups of 3 or more / Club Kunzum members / Friends of Kunzum / Kunzum Red Passport holders / Those attending Travel Photography or Filmmaking Courses Service tax @15% will be extra. Cost does not include any meals. --------------------------------------------------------------- VENUE Kunzum Travel Cafe, T-49 Hauz Khas Village, New Delhi 110016 Tel: +91.9650702777 / +91.11.26513949 WHAT DO PARTICIPANTS GET * A great learning environment * A pictorial travel book by Ajay Jain * A certificate for those attending all 4 modules * Invitations in the future to talks, interactions and workshops WHAT YOU NEED TO CARRY A notepad and pen HOW TO REGISTER You can register by paying the requisite fee as follows: * Cash * Cheque favouring ‘Kunzum’ * Online: https://goo.gl/7hsasd Payments can be sent to: Kunzum Travel Café T-49, Hauz Khas Village, New Delhi 110016 Mobile: +91.9650 702 777 / +91.11.2651 3949 Email: [email protected] Timings: 11:00 a.m. – 7:30 p.m.; Mondays Closed We can also get the payment collected if you stay / work at a convenient location in Delhi. COURSE CURATOR: Ajay Jain Blogger, Author, Photographer and Founder of Kunzum. Conducts talks and workshops on social media and blog marketing at international and Indian trade events including PATA, ITB Berlin, ATOAI etc. COURSE MODULES MODULE 1: Content Marketing ------------------------------- How do you stand out in the highly competitive travel space where margins are progressively getting squeezed? You tell a great story about what you have to offer. Because travellers look for great experiences. And this can only be conveyed through content – blog posts, brand publishing, videos, photos, social media posts and any other form you choose. If content hooks people in, sale of rooms and tickets is the easy part. The module will cover the following: (1) What is content for travel companies? (2) How content is disrupting the travel trade. (3) Business opportunities arising with effective use of content (4) How content evokes desire, envy and aspirations leading to purchase. (5) Forms of content and platforms (6) Social is the new family and friends. (7) Being a part of the conversations (8) Push Content: Blog, Video, Web, Social Media (9) Team Content: Get editors, not marketing people (10) Discoverability – Sell stuff people are not Googling for (11) Costs, ROI and Key Performance Indicators (KPIs) (12) Crafting good stories MODULE 2: Public Relations 2.0 including Blog / Digital & Social Media Influencer PR ------------------------------------------- Public Relations often outscores other forms of communication including advertising in the marketing mix. With the rise of new media at the expense of traditional media, companies have been adapting to pursue PR 2.0. This is even more relevant to the travel trade that needs to work on market segmentation and send its message out to the relevant target audience. Digital PR is the way to go - it needs more smarts than money. The module will cover the following: (1) Definition of PR 2.0 (2) Defining blogger and social media influencer (3) How to identify the right influencer to engage with and building a database. (4) Different ways to engage with influencers: (a) FAM (i) What is a FAM? (ii) How to create one for your influencer (iii) When do you schedule one: Off-seasons, events, shoulder season, peak season etc. (iv) Partnering with others to share costs (v) Who pays for the FAM (vi) Dos and Don’ts (vii) Measuring success (viii) Use of content created (b) Advertising (c) Sponsored posts (i) Ethics (ii) Disclosure (iii Who writes the content (iv) Red alert: Is your influencer peddling anything that he / she is paid for? (d) Contests (e) Mailers to database (5) Blogger Interaction / Conferences: (a) Are these similar to traditional press conferences? (b) Do you mix traditional media and digital influencers? (c) Formats (i) Group trip (ii) Press conference (iii) Activity like a contest (6) Press Release: How to craft one for your target influencers. (a) Do you need a release? (b) Is it different from traditional media release? (c) Dos and Don’ts in release. (7) Frequency and timing of engagement (a) How often should you engage in PR 2.0? (b) Timing to ensure you get booking for season (8) Defining expectations (a) Number of posts on blog, social media and other channels (b) Timing (c) Tags / Mentions / Links / Hashtags (d) Watermark / logos on photos and videos (9) Leveraging Content (a) Sharing (b) Repurposing for own channels, magazines etc. (c) Use in ads, brochures etc. (d) Use as testimonials (10) Face of brand - can be one or more: (a) Owner (b) Business heads (c) Product Managers (d) General Managers (11) General tips (a) Realistic returns: Results show over time (b) Do you approve content before it goes up? (c) Gifts MODULE 3: Brand Publishing and Blogging ------------------------------------------- Blogs have been seen as an effective platform of communication and engagement for brands for over a decade now. Just blogs are no longer enough - brands are now evolving these into what is called Brand Publishing. What is Brand Publishing? It is any media owned by a company that publishes content just like any other media would. But with their branding included subtly. The target audience gets authentic content they like while the brand enjoys the association with this. Leading to a powerful marketing tool. The module will cover: (1) Definition of Brand Publishing (2) Platforms and formats: Magazines (print / electronic), videos, books and guides, webzines, social media publishing, newsletters etc. (3) Formulating a plan: Answering the Ws (4) Creating engaging and relevant content (5) Content creators (6) Branding and packaging (7) Distribution (8) Blogging (a) Definition in age of New Media (b) Platforms (c) Skills / traits needed to be a good blogger (d) Crafting stories for blog (9) Publishing schedules (10) Linking to sales and marketing mix (11) Costs and ROI MODULE 4: Social Media Marketing (Paid and Organic) ------------------------------------------------------- Social are the new family and friends that one refers for inspiration, information and planning travel. And no brand can afford to ignore this media any more. But how do you navigate and leverage the complex and dynamically changing world of social media? This module will cover the following: (1) Social media platforms (2) Choosing suitable platforms (3) Building audiences / followers (4) Effective and relevant content (5) Staying engaged (6) Paid and Organic promotions (7) Linking to sales and overall marketing mix ----------------------------------------------------- OTHER COURSES TRAVEL PHOTOGRAPHY (4 MODULES): https://www.facebook.com/events/1272695149422358/ TRAVEL BLOGGING: https://www.facebook.com/events/132687483805286/ -----------------------------------------------------

Founders here come to know a few brands well.

Those are eChai’s partner brands. Over a year, founders across the network learn their names and their work, and when somebody asks around for what they do, theirs is the name that comes up.

Partner brand founders together at Zestard HQ, Ahmedabad

What a year inside eChai does for your brand.

Each partnership comes with presence across eChai, introductions to the right founders, and a team that stays involved through the year. And each one is shaped around what the brand wants out of it.

Who you meet

Founders learn your name, then your work.

Over the year they keep running into you: at the gatherings, in the series, on the pages they read through the week. So when one of them needs what you do, they come straight to you.
We introduce you to the people you want to reach.

After seventeen years of gatherings we know who has built what, and who works with whom. Tell us who you are after, or we come to you when the right person shows up, with your story and why you two should talk.
You are invited to the gatherings that fit.

Open houses, Demo Days, the AI sessions, FailCode, the curated socials and the smaller dinners, some of them by invitation. When one fits what you do and who you want to meet, you are on the list.

What we do with you

We sit down with you on your story, your brand and your business.

One to one, more than once in the year. We have heard a few thousand founders, so you hear fairly quickly what is working, what is not, and what we would change first.
We take your team through what AI changed for us.

Almost everything eChai builds now has AI in the workflow. We go through what we tried, what worked and what wasted our time, and then connect you to founders further along than us.
You can ask us anything, whenever it comes up.

Every week we hear what founders are building, what they recommend to each other and what they have moved on from. Twice a year we go through what it means for your category. In between we answer, or find a founder who can.

Where your name runs

Your mark comes round under every page on eChai.

The wall of partner brands under the site's pages draws a different ten each time, so yours comes round on the city pages, the event pages and the notes founders read, all year. Your page on echai.ventures stays up after it, and your name runs through our LinkedIn, Instagram and X.
The blue tick puts you first wherever founders are listed.

The tick and your company's mark sit beside your name across eChai, and lists of founders put the blue ticks first: your city's people, the directory, and the roster of every gathering you go to, after its hosts and speakers.
Your company carries its mark on the Startup Grid.

Where your company is on a city's map of its startups, it is drawn by your mark rather than a dot, opens on your own words and pictures, and is a stop on the tour the map offers of its partner brands.
You write and speak here under your own name.

You come into the series we run online (How Founders Use AI, the founder conversations, the long reads) where you have something real to say, and you write in Founder Notes, where founders across our cities write about what they are building.

The brands working with us.

How it works.

A partnership is for growth stage founders who want to come in as a partner brand, and it runs one year at a time. The brand fee for the year is paid to eChai. An affiliate share runs alongside it, linked to the outcomes we drive together. Both carry GST.

Everything a partnership comes with

To come in as a partner brand, write to me at [email protected] and tell me what you want the year to do for your brand.