Nathanael C. Saldaña. Creative Director VISIT PHILADELPHIA

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2 Nathanael C. Saldaña Creative Director VISIT PHILADELPHIA

3 About Philadelphia

4 Philadelphia may surprise you

5 Philadelphia named one of 11 U.S. Cities Perfect for a Weekend Getaway

6 Philadelphia also boasts some of the most delicious and decadent BYOBs in the country

7 One of the world s 6 best shopping cities

8 Philly as a culinary destination feels like an organic accomplishment

9 About VISIT PHILADELPHIA

10 Mission VISIT PHILADELPHIA is our name and our mission. As the region s official tourism marketing agency, we build Greater Philadelphia s image, drive visitation and boost the economy.

11 A How-To On Influencer Marketing

12 What is influencer marketing?

13 What is influencer Marketing? The use of key leaders or influential personalities in the community or industry to drive the brand message.

14 What is influencer Marketing? The use of key leaders or influential personalities in the community or industry to drive the brand message.

15 What is influencer Marketing? The use of key leaders or influential personalities in the community or industry to sell a product.

16 What is influencer Marketing? The use of key leaders or influential personalities in the community or industry to gain credibility.

17 What is influencer Marketing? The use of key leaders or influential personalities in the community or industry to change perception.

18 Influencer Marketing can include: Advocate Marketing (must be current customers) Word-of-Mouth Marketing (though not always via influencers)

19 Influencer Marketing Advocate Marketing

20 Influencer Marketing Advocate Marketing Word-of-Mouth Marketing

21 Influencer Marketing

22 Who is an influencer? Someone with large reach with general market smaller reach with target market large reach with target market (best of both worlds!) large/small reach but high engagement

23 Why market with influencers?

24 Why market with influencers? Preference for user generated content Preference for friend recommendations Value of first-hand accounts Wide audience distribution Influencers are experts!

25 Why market with influencers? Preference for user generated content Preference for friend recommendations Value of first-hand accounts Wide audience distribution Influencers are experts!

26 Among millennials, UGC is: more trusted than traditional media and non-ugc media Source: Ipsos

27 Among millennials, UGC is: more memorable than traditional media and non-ugc media Source: Ipsos

28 Why market with influencers? Preference for user generated content Preference for friend recommendations Value of first-hand accounts Wide audience distribution Influencers are experts!

29 How do consumers find destination ideas? opinions of friends and family in-person and/or through direct contact ( , text, etc.) Source: Destination Analysts

30 How do consumers find destination ideas? opinions of friends and family via social media channels Source: Destination Analysts

31 Why market with influencers? Preference for user generated content Preference for friend recommendations Value of first-hand accounts Wide audience distribution Influencers are experts!

32 Among Baby Boomers: use Trip Advisor for travel planning Source: AARP Travel Research

33 Why market with influencers? Preference for user generated content Preference for friend recommendations Value of first-hand accounts Wide audience distribution Influencers are experts!

34 Why market with influencers? Preference for user generated content Preference for friend recommendations Value of first-hand accounts Wide audience distribution Influencers are experts!

35 Visit Philadelphia Influencer Marketing Programs

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44 Process

45 Scheduling Schedule 3 months out 1 takeover per month Factors to consider: weather, holidays (and what day they fall on), festivals, current events, their availability

46 Tracking Results How engaging are the influencer s posts? How many comments and likes resulted? How many new followers resulted?

47 Contract They provide their own equipment Announcement graphic on their account 3-5 posts daily Appropriate photo captions/hashtags Nominal fee negotiated

48 Learnings & Best Practices

49 Learnings & Best Practices Choose a theme Stay involved throughout the process Manage expectations 3-5 posts per day Change the password!

50 Learnings & Best Practices Choose a theme Stay involved throughout the process Manage expectations 3-5 posts per day Change the password!

51 Learnings & Best Practices Choose a theme Stay involved throughout the process Manage expectations 3-5 posts per day Change the password!

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53 Chinese people love green tea...

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55 [edit: Although it is gorgeous to visit, fair warning, it s dangerous to swim.]

56 Learnings & Best Practices Choose a theme Stay involved throughout the process Manage expectations 3-5 posts per day Change the password!

57 Learnings & Best Practices Choose a theme Stay involved throughout the process Manage expectations 3-5 posts per day Change the password!

58 Learnings & Best Practices Choose a theme Stay involved throughout the process Manage expectations 3-5 posts per day Change the password!

59 The Future of Influencer Marketing

60 The Future of Influencer Marketing Mega-influencers will become less accepted Authenticity will become more valuable Sacrifice reach for authenticity Guest Instagrammer Exchange Program

61 Key Takeaways

62 Key Takeaways Influencer Marketing is a great way to reach consumers with a voice they ll listen to Create an official program Choose your influencers well Stay involved throughout the process Authenticity

63 Key Takeaways Influencer Marketing is a great way to reach consumers with a voice they ll listen to Create an official program Choose your influencers well Stay involved throughout the process Authenticity

64 Thank you!