Visit Philadelphia Social Media Summit - Case Study

Social Media Summit

Agenda

1. Case Studies- Philadelphia Museum of Art- Association for Public Art- Philadelphia Eagles

2. Break

3. Case Studies- Philadelphia Zoo- Four Seasons Hotel Philadelphia- Visit Philadelphia™

4. Get More Out of Your 24 Hours: Create More Content in Less Time

5. Q&A

Visit Philadelphia™On Social Media

Goals for Visit Philadelphia ™Websites and Social Media

• Build Image – Improve people’s impression of Philadelphia and increase their desire to visit.

• Build the Economy / Activate – Get people to stay longer and do more things while they’re here.

Driving Traffic To Our Websites

6

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-130

20,000

40,000

60,000

80,000

76,959

Facebook to visitphilly Facebook to uwishunu Twitter to visitphillyTwitter to uwishunu Pinterest to visitphilly Pinterest to uwishunu

550,000+Total Clicks

Social Media Results• Activation: 80% of locals attended an event or attraction

after reading about it in a GPTMC social media post

• Impression: 65% of out-of-town followers said that following a GPTMC account improved their impression of Philadelphia

• Intent to Visit: 47% of out-of-town respondents reported they are “much more likely to visit” based on following a GPTMC social media account

Content Case Study:Philadelphia Neighborhoods

Case Study: Fairmount Neighborhood Guide

#1 Web & Communications Team Up On Content Development#2 Communications Develops Fairmount Backgrounder and Printed Neighborhood Guide

#1 Web & Communications Team Up On Content Development#2 Communications Develops Fairmount Backgrounder and Printed Neighborhood Guide#3 Visitphilly.com uses to populate Fairmount Listings, Map & More

#1 Web & Communications Team Up On Content Development#2 Communications Develops Fairmount Backgrounder and Printed Neighborhood Guide#3 Visitphilly.com uses to populate Fairmount Listings, Map & More#4 Uwishunu.com publishes Fairmount Guide coinciding with major event

#1 Web & Communications Team Up On Content Development#2 Communications Develops Fairmount Backgrounder and Printed Neighborhood Guide#3 Visitphilly.com uses to populate Fairmount Listings, Map & More#4 Uwishunu.com publishes Fairmount Guide coinciding with major event #5 Social Media promotes Fairmount Content surrounding Night Market & other major events

#1 Web & Communications Team Up On Content Development#2 Communications Develops Fairmount Backgrounder and Printed Neighborhood Guide#3 Visitphilly.com uses to populate Fairmount Listings, Map & More#4 Uwishunu.com publishes Fairmount Guide coinciding with major event #5 Social Media promotes Fairmount Content surrounding Night Market & other major events#6 Identify and Target External Content Distribution Channels

Results – Reaching Consumers Directly• The new Neighborhoods section is now one of the

Top 10 most popular sections on visitphilly.com.• Content Distribution is as important as Content

Development• Embrace the role of content publisher.• Reach: more than 30 Million impressions on our

websites• Reach: more than 100 Million impressions via our

social media channels

Content Case Study:Night Market South Street

#1 Web & Social team up to promote Night Market South Street heavily#2 Visitphilly.com creates Night Market page and a Night Market Instagram Gallery Page

#1 Web & Social team up to promote Night Market South Street heavily#2 Visitphilly.com creates Night Market page and a Night Market Instagram Gallery Page#3 Uwishunu.com creates several Night Market posts to promote the event

#1 Web & Social team up to promote Night Market South Street heavily#2 Visitphilly.com creates Night Market page and a Night Market Instagram Gallery Page#3 Uwishunu.com creates several Night Market posts to promote the event#4 Uwishunu.com, visitphilly.com and #VISITPHILLY promote the hashtags #nightmkt and #southstreet heavily before and duringthe event

#1 Web & Social team up to promote Night Market South Street heavily#2 Visitphilly.com creates Night Market page and a Night Market Instagram Gallery Page#3 Uwishunu.com creates several Night Market posts to promote the event#4 Uwishunu.com, visitphilly.com and #VISITPHILLY promote the hashtags #nightmkt and #southstreet heavily before and duringthe event#5 Social Media pushes out promotion of the event before and during on multiple channels including Facebook, Twitter and Instagram

Screenshot Dated: Monday, August 12

Screenshot Dated:End of day

Friday, August 16

Night Market Results

• More than 50,000 impressions to Night Market South Street content on visitphilly.com and uwishunu.com

• Social Media: Night Market South Street content reached more than 600,000 people on Facebook & Twitter

• On-site Activation: #NightMkt hashtag use up 90%; 1,000 instaprints given out.

• Helped the Night Market attract 30,000 attendees to the event

Thank You

@VisitPhilly

Sheila Scarborough: Tourism Currents

Get More Out of Your 24 Hours:Create More Content in Less Time

@SheilaS

Q&A