December 6-8, PATA Engagement Hub Bangkok, Thailand. A PATAcademy-HCD Workshop

Transcription

1 December 6-8, 2017 PATA Engagement Hub Bangkok, Thailand A PATAcademy-HCD Workshop

2 C M Y CM MY CY CMY K AsiaRooms_Sticker_v2 (2).pdf 1 23/07/ :44 BY SOFITEL 7

3 Growth Hacking: How to Scale Your Business Exponentially PATAcademy-HCD December 6-8, 2017 PATA Engagement Hub Bangkok, Thailand OVERVIEW WHY GROWTH HACKING? Growth is the life-blood of any company. In our unpredictable and fast-moving world, the dynamism of growth hackers is essential for any business to stay ahead of its competitors and revolutionise the future of their industry. Because if a company is not growing, it is essentially dying. Considered the new identity of marketers in our exponentially growing world, growth hackers are proactive, creative, efficient, successful and focused individuals who experiment and re-work traditional marketing and sales strategies to centre on growth. With tools that are simply not included in the average marketing degree course, growth hackers tap into new markets, software and the intangible commodities of the online and unexplored world. They redefine products and distribution to increase a company s customer loyalty, development and retention the competitive advantage of some of the biggest names across industries from Airbnb to Instagram. PATACADEMY-HCD: GROWTH HACKING - THE MOST EFFECTIVE WAY TO GROW YOUR BUSINESS EXPONENTIALLY Join us at the next PATAcademy-HCD programme in December 6-8, 2017 to learn how to apply the concept of growthhacking to your business or destination in order to strengthen your competitive advantage in the market. The three-day programme will empower you with the tools and principles to apply growth-hacking as a quick-acceleration tool for your business or destination, including: Understanding the philosophy of growth-hacking and how it differs from traditional marketing Developing a growth-oriented business mindset Learning the growth-hacker s tools and tricks of the trade through case studies Identifying the best time and approach to experiment with growth-hacking strategies Optimising your current assets to develop a growth-hacking strategy Finding your marketplace, identifying your ideal customer and mastering the customer retention funnel Knowing your growth hacking identity and applying a unique, personalised strategy SITE VISIT TO BANG LAMPHU COMMUNITY Explore the Hollywood of the Past of Thailand and hidden gems in Bang Lamphu Located right in the center of Rattanakosin island, this area was once known as the commercial centre of Bangkok. Similar to today s Siam Square, it was the hub of shopping and entertainment, and was frequented by celebrities and locals. It became bustling multicultural district where many ethnics and races resettled here including Thais, Muslims, Chinese and Mons. Pacific Asia Travel Association 3

4 ABOUT PATACADEMY-HCD PATAcademy-HCD is an interactive training programme incorporating a series of intensive classroom interactions conducted by leading travel industry experts with practical activities, group assignments, networking events and field visits in and around Bangkok. Participants will gain hands-on experience by working both individually and on team-based projects where presentations are shared at the end of the programme. From this intensive high-value training, participants take home practical marketing strategies to be applied and implemented in their respective organisations. Participants who have successfully completed the course will be awarded a PATAcademy-HCD certificate entitled: Certified Asia Pacific Growth Hacking: How to Scale Your Business Exponentially Click to view video 4 PATAcademy-HCD December 2016

5 PROGRAMME OVERVIEW Day One Wednesday, December Welcome to PATAcademy-HCD Ms Parita Niemwongse, Director HCD, PATA Getting to Know Each Other** (Details at the end of the programme) Ms Parita Niemwongse, Director HCD, PATA The Fundamentals of Growth Hacking Lunch Dr. Ben Salt Co-founder, UpThink, Hong Kong SAR Site visit to Bang Lamphu Community This session will touch upon why and how to use social media, including best practices and tools on how to grow your social media presence, incorporate elements of SEO and leverage influencer marketing. Learn the tools to develop rapid organic growth of your social media channels that amplifies your online marketing campaigns using proven customised techniques and creative problem solving that targets and attracts your ideal marketing audience for effective engagement, organic reach, leads and sales. The session will also set the stage for the group project which will involve developing a marketing strategy for a small travel company or destination within a particular niche, employing social media, storytelling, community building and growth hacking tactics, to be presented as a group at the workshop on Day 3. ABOUT THE SPEAKER Ben is a digital marketing consultant and co-founder of the media agency UpThink. His primary focus is helping ethical travel companies exponentially expand their outreach on social media. He has hosted workshops and discussions on inbound marketing, is a board member of the Professional Travel Bloggers Association, and heads a responsible tourism community that brings together aligned bloggers and travel organisations. Explore the Hollywood of the Past of Thailand and hidden gems in Bang Lamphu. Guided by local experts, participants will experience the local neighborhood of Bang Lamphu, while immersing themselves in the unique culture and heritage of the community by partaking in a variety of activities HiveSters guide will meet the team at PATA engagement hub and depart to Bang Lamphu neighborhood 1430 Arrive Bang Lamphu neighborhood Visit the beautiful Pra Sumen Fort and Chao Phraya River Enjoy local experience at Bang Lamphu community and Pipit Bang Lamphu museum 1530 Have fun dressing up in traditional Thai costumes at Duriyapraneet House A Thai music house has been actively engaged in preservation of Thai music throughout several generations. Members include royal musicians and the princess teacher Split in groups: Learn how to play traditional Thai musical instruments or Thai Dance 1700 Hop on Tuk Tuk and ride around old capital city area than get off at Khao San road continues to explore the bustling the legend backpacker area Transfer back to PATA 1830 Arrive at PATA Pacific Asia Travel Association 5

6 Day Two Thursday, December Creating Breakthroughs Guest Experience Maps (GEMs) Lunch Jesse Desjardins Former Global Head of Content and Social, Tourism Australia What creates breakthroughs? The most successful travel, tourism and hospitality businesses leverage three distinct and independent units of their business: their BEFORE, the DURING and the AFTER units. Each unit serves a very distinct purpose and focuses on a different phase in the guest experience. In this session we ll create a Guest Experience Map (GEM) and use social media to study how a range of operators from around the world have mastered different elements of their BEFORE, DURING and AFTER units. The BEFORE unit focuses on getting people to the point where they book The DURING unit focuses on incredible guest experiences and incremental revenue generation The AFTER unit focuses on orchestrating referrals, especially through social By separating the units of your business, you ll be able to create predictable and consistent results. That s where the breakthroughs happen. In this highly interactive session we ll focus on the principles and the mindsets that create the big strategic breakthroughs in your total guest experience. ABOUT THE SPEAKER Jesse is the former global head of content and social at Tourism Australia. During his nearly 7 years at the national tourism agency Jesse and his team spoke to millions daily via Tourism Australia s digital platforms. From Australia.com to social media profiles Jesse led the team that has made Australia the most followed destination globally. By creating a platform that harnesses the power of visitors and residents the team receives over 3,500 story ideas daily, truly allowing millions of people globally to be part of Tourism Australia s leading social and content team. Jesse holds an MBA in Creative Leadership and has worked with tourism boards in several countries Leveraging Marketing and AdTech to reach your audience digitally Dave Rumsey CEO, ASAP+, China Marketing is increasingly digital, data-driven and real-time. As the marketing department continues to embrace new technologies, there is a growing need to work seamlessly with the IT department to implement and manage the technology stack. This interactive session focusses on organisational and strategic alignment between IT and Marketing, while defining and exploring the evolving dynamics between ad tech and marketing tech. Practice how to develop clear and effective goals for your digital marketing strategy, learn best practices from successful case studies around the world and stay updated on emerging technology at the forefront of the digital marketing field. ABOUT THE SPEAKER Dave is the CEO of ASAP+ a Shanghai based Digital services business committed to helping organisations leverage the dynamic and ever changing Chinese digital ecosystem to connect with the Chinese consumer. In his previous position at Tourism Australia he lead the IT and Digital Marketing transformation program which included the deployment of an integrated technology stack to support the agency global marketing goals, the evaluation of digital marketing software and data analytics tools and the evaluation and selection of a global media services partner to further integrate with the marketing technology advertising ecosystem. He was last year named in the inaugural CIO Magazine Top50 CIO s in Australia. 6 PATAcademy-HCD December 2016

7 Day Three Friday, December Growth Hacking in Advertising and Why We Have This Complex Environment Lunch Group Project Preparation Sonal Patel Managing Director and VP, AppNexus APAC, Singapore This session will dive into the history of disruption in online advertising to better understand the origins of growth hacking and the future in which it is headed. Participants will learn how the emergence of different social media channels have impacted opportunities in online advertising. The session will also explore the concept of data, its significance in the travel industry and the ways in which data has allowed businesses to develop marketing strategies and build brand visibility online. Discussion will also touch upon the relationship between data, platforms and advertising and how they play in the world of Programmatic Advertising. ABOUT THE SPEAKER Sonal has over 14 years of experience in the digital industry with focus on advertisingexchanges, mobile, e-commerce and programmatic advertising. Sonal has been evangelising technology platform advertising in APAC since She has held various positions in tech advertising at Expedia, Orange Telecoms and went on to grow the International team of RightMedia Advertising-Exchange in Hong Kong and South-East Asia, which Yahoo acquired. Sonal thereafter went on to build and grow Yahoo Audience Extension network (YAN) and then took a role with Google to manage the platforms business in South-East Asia and India for DoubleClick. Prior to AppNexus, Sonal led business development at Twitter in JAPAC which was utilising MoPub mobile ad-exchange to real-time audiences Group Activity and Presentation: Unveil Your Story In this group exercise, participants collaborate in teams to practice techniques and approaches learned from the previous sessions. Each team will be assigned to effectively market a product, service or destination of their choice. Participants will be required to present their project to the classroom as a group. Each group will be given 10 minutes for presentation Wrap-up Speakers will provide useful feedbacks on group presentation for improvement Farewell dinner and awarding of certificates at VIE Hotel Bangkok Pacific Asia Travel Association 7

8 GET TO KNOW EACH OTHER AND GROUP PROJECT Day 1 December Get to know each other Participant will be given 2 minutes to introduce themselves and tell us more about: Your role at your organisation What are the products, services or destinations that you wish to promote Group activity and presentation: TBC Participants will then be divided into groups to work on an ongoing project. You may work on your group project during break times and are also allowed one hour of preparation time before your presentation. The project details are: Select a product, service or destination that you would like to scale through growth hacking. Apply techniques with the expertise within your team members to scale your business or market your destination. On the last day of the Academy at , your team will be given 10 minutes to present your team s growth-hacking strategy. We strongly encourage creativity; you may use PowerPoint, theatrical skills, debate/panel discussions or any other form of expression. Team presentations are preferable. The group with the most compelling growth hacking strategy will be awarded with a special gift. REGISTRATION FEES PATA MEMBERS CHAPTER MEMBERS NON-MEMBERS USD1,000 USD1,200 USD1,500 Fee includes training materials, lunches, dinner and site visit listed on official programme. It excludes hotel accommodation, air ticket and personal expenses. FOR ENQUIRIES AND FURTHER INFORMATION, please HCD@PATA.org or visit: HOTEL ACCOMMODATION VIE Hotel Bangkok is the Official Accommodation Partner for PATAcademy-HCD. Please contact: Jetnarin Unlum (Mr.) / Sales Coordinator Tel: +66 (0) ext 3734 Fax: +66 (0) sales@viehotelbangkok.com 8 PATAcademy-HCD December 2016

9 PATA PREMIER PARTNER w w w. P A T A. o r g PATA PREMIER MEDIA PARTNER 28th Floor, Siam Piwat Tower 989 Rama I Road, Pathumwan Bangkok 10330, Thailand Tel: +66 (0) Fax: +66 (0) membership@pata.org PATA STRATEGIC PARTNERS PATA China Beijing, China Tel: +86 (0) Fax: +86 (0) china@pata.org PATA PREFERRED PARTNERS Sydney, Australia Tel: +61 (0) PATA Europe, West Asia, Africa London, UK Tel: +44 (0) europe@pata.org MEDIA PARTNER PATA ALLIANCE PARTNER TM PATA GOLD AWARDS SPONSOR PATA.HQ PATA_HQ PATA_HQ Pacific Asia Travel Association 9