2. 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
4. 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.
5.
6. Driving Traffic To Our Websites
Total Inbound
Pinterest to uwishunu
Pinterest to visitphilly
Twitter to uwishunu
Twitter to visitphilly
Facebook to uwishunu
80,000
550,000+
60,000
Total Clicks
40,000
20,000
0
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
6
7. 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
10. #1 Web & Communications Team Up On Content
Development
#2 Communications Develops Fairmount Backgrounder
and Printed Neighborhood Guide
11.
12.
13. #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
14.
15.
16.
17. #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
18.
19. #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
20.
21.
22.
23. #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
24.
25. 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
27. #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
28.
29.
30. #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
31.
32.
33.
34.
35. #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 during
the event
36.
37.
38.
39. #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 during
the event
#5 Social Media pushes out promotion of the event
before and during on multiple channels including
Facebook, Twitter and Instagram
46. 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
Welcome from Paula Butler, Vice President of Communications:Welcome to our first social media summit. We, Visit Philadelphia (formerly GPTMC) wanted to convene this meeting of social media practitioners from the Philadelphia region’s arts, culture, sports, and leisure organizations. The goal for today is get to know each other, share best practices, build on each other’s capabilities and identify ways we can promote our individual organizations and Philadelphia overall through social media marketing.With that, I’d like to introduce Caroline Bean, Visit Philadelphia’s Director of Social Media.
Caroline: Thank you for joining us today – we got a great response to the invitation, so there’s obviously a desire to continue the conversation around social media marketing in Philadelphia. We have a variety of levels of expertise in the room today. We want this to be conversational, so please feel free to speak up, raise your hand, ask questions.We’ll present six case studies from regional organizations using a variety of social media platforms for different purposes. Then we’ll hear from Sheila Scarborough, an expert in the social media and tourism fields. Finally, we’ll save the final thirty minutes or so to talk about pressing questions that we haven’t addressed – social media measurement, favorite tools we’ve used to get the job done, and big ideas we’d like to implement.So thank you – and I’d like to introduce the our first presenter, Chessia Donohue of the Philadelphia Museum of Art.
With social media and websites, marketers have the opportunity to talk directly to consumers – and we become content publishers.Social Media might be the fire, but content is the fuel – invest in content before you invest in social media promotions.We are going to show you how Visit Philadelphia creates content and how it moves inside the company to ultimately result in social media posts.
With social media and websites, marketers have the opportunity to talk directly to consumers – and we become content publishers.Social Media might be the fire, but content is the fuel – invest in content before you invest in social media promotions.We are going to show you how Visit Philadelphia creates content and how it moves inside the company to ultimately result in social media posts.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
CarolineNow we are going to walk you through how we used social to promote a specific event.Through the neighborhoods program, we had a marketing partnership with the Food Trust’s Night Market. We used social to promte the event before and during.
Questions for Q&A/Open ForumThinking of yourself as a publisherContent CalendarsWhat are your biggest social media hits from 2013?What are the opportunities for Philadelphia? How do we magnify Philadelphia through the use of social media?Assess how Philadelphia has changed via social mediaAre there events we should get behind?Share their experiences with vendors that really add value – Offerpop, Simply MeasuredMeasurementWe’ll share the slides from our LinkedIn account – Viist Philadelphia
Sheila Scarborough is a writer and speaker specializing in tourism, travel and social media. She’s written for many blogs, including Perceptive Travel which just won best blog from the Society of American Travel Writers. She is also a certified Navy Master Training Specialist.Sheila is part of the Tourism Currents team, offering online and in-person training in social media for tourism and hospitality.She’s also here exploring Philadelphia.
Questions for Q&A/Open ForumThinking of yourself as a publisherContent CalendarsWhat are your biggest social media hits from 2013?What are the opportunities for Philadelphia? How do we magnify Philadelphia through the use of social media?Assess how Philadelphia has changed via social mediaAre there events we should get behind?Share their experiences with vendors that really add value – Offerpop, Simply MeasuredMeasurementWe’ll share the slides from our LinkedIn account – Viist Philadelphia
