IS IT SOMETHING IN THE CHEESESTEAKS? How does Visit Philadelphia drive 18 million+ web visits a year?

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1 IS IT SOMETHING IN THE CHEESESTEAKS? How does Visit Philadelphia drive 18 million+ web visits a year?

2 JAMES ZALE VICE PRESIDENT, DIGITAL STRATEGY VISIT PHILADELPHIA

3 OVERVIEW: 1. VISIT PHILADELPHIA S DIGITAL STRATEGY 2. CONTENT MARKETING TACTICS W/ EXAMPLES 3. APPROACH TO INFLUENCER MARKETING W/ EXAMPLES 4. SUMMARY, TAKEAWAYS & QUESTIONS

4 VISIT PHILLY s Digital Strategy

5 Utilize our websites and digital platforms to: 1. Build image 2. Drive visitation 3. Motivate people to do more and stay longer when they visit.

6 In 2015, visitphilly.com and uwishunu.com combined to receive: 18.7 MILLION VISITS

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8 Our Social Channels: 1.2 MILLION ENGAGED FANS & FOLLOWERS

9 In 2015, #VISITPHILLY s social channels combined on more than: 200 MILLION IMPRESSIONS

10 In 2015, #VISITPHILLY s social channels combined to drive: 4.7 MILLION VISITS To VISIT PHILADELPHIA s websites

11 In 2016, #VISITPHILLY s social channels have combined to drive: 4.8 MILLION VISITS To our websites year to date

12 And we know our websites are achieving our objectives...

13 WEB VISITS = CONVERSIONS 90% of survey respondents said the websites helped them find more things to do

14 Changes in 2016

15 WHAT CHANGES WE RE SEEING SO FAR IN 2016 Traffic is definitely a lot harder to come by in 2016 and looks like that is going to continue. Facebook is primarily a paid platform now. Other platforms want to keep users in platform. So we re producing more content to be used on platforms other than our websites.

16 Is there a secret?

17 COMPELLING & CREDIBLE CONTENT Website content and strategic content marketing has allowed us to bypass traditional advertising and reach and influencers consumers directly via our websites and social platforms.

18 Content Marketing Examples

19 CPC: $0.13

20 Epic New Jurassic World Exhibition Coming To The Franklin Institute: Uwishunu.com article: 80,000+ pageviews Facebook Post: 2.1M Reach Clicks from FB: 20,000+ clicks CPC on the boost: $

21 CPC: $0.09

22 Dates Announced For The 2016 Harry Potter Festival In Chestnut Hill: Uwishunu.com article: 140,000+ pageviews Facebook Post: 1.6M Reach Clicks from FB: 100,000+ clicks CPC on the boost: $

23 CPC: $0.06

24 30 Awesome Things To Do In Philly This October: Visitphilly.com article: 130,000+ pageviews Facebook Post: 1.2M Reach Clicks from FB: 70,000+ clicks CPC on the boost: $

25 CPC: $0.04

26 The Most Booked Restaurants in Philadelphia: Visitphilly.com article: 200,000+ pageviews Facebook Post: 1.4M Reach Clicks from FB: 170,000+ clicks CPC on the boost: $

27 Reach: 1.5M

28 Where To Find The Best Cheesesteaks in Philadelphia: Visitphilly.com article: 650,000+ pageviews Facebook Post: 1.5M Reach Clicks from FB: 90,000+ clicks 28

29 Tapping Influencers

30 HOW WE WORK WITH INFLUENCERS TO AUGMENT OUR OWNED DIGITAL REACH Host Instagrammers on press trips Host Bloggers on press trips Have Guest Instagrammers takeover account Host Instagrammers at influencer events

31 RECENT SOCIAL MEDIA PRESS TRIP SEPTEMBER attendees representing multiple social media platforms 96,000+ combined following on social platforms 34 Influencer Instagram photos, 23 Tweets 16 Snapchat video posts 12,836+ Instagram Photo Likes 31

32 GUEST INSTAGRAMMERS We ve had 50+ guest takeovers of account over the past three years Guest Instagrammers follower counts range from the hundreds to the tens of thousands Guest Instagrammers usually have a theme to show off, e.g. museums, bike-friendliness, public art, summer in Philly, etc.

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37 Instagram Influencer Events

38 INSTAGRAM INFLUENCER EVENTS Host Instagrammers at cool and photogenic locations and events around the city Arrange for their access, food and beverage and ask them to share their experience with our hashtag

39 PRE-OPENING EVENT AT A HOTEL S NEW ROOFTOP RESTAURANT: 10 Instagrammers 500,000+ combined following 12+ photos posted Cost: Few hundred dollars Total Reach not known

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43 CHINESE LANTERN FESTIVAL SNEAK PEEK: 36 Instagrammers 670,000+ combined following 40+ photos posted Cost: Few hundred dollars

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48 To date, the #visitphilly hashtag has been used more than: 300,000 times

49 Summary

50 SUMMARY, TAKEAWAYS & THE QUESTIONS WE GRAPPLE WITH Facebook is primarily paid now but with strong content you can see very low CPCs. And if your content is converting for you, then consider shifting marketing dollars from other digital or non-digital channels.

51 SUMMARY, TAKEAWAYS & THE QUESTIONS WE GRAPPLE WITH Pro: Influencers can help us exponentially increase our reach. Con: Their reach is harder for us to track, which makes it a challenge to quantify ROI and know how much resources to allocate. Con: Influencers are starting to charge more and more for their involvement. Pro: More and more influencers are out there in areas that are relevant to us, e.g. travel, food, art, etc.

52 Thank You!