Destinations as

Content Publishers:

Telling Your Story in a

Changing Digital

Landscape

Our Company:

Our Websites:

On Twitter:

@visitphilly

@uwishunu

Building Philadelphia’s Image And Activating Our

Visitors On the Web

Website Goals

• Achieve Mental Conversions with our readers/visitors. – Improve people’s impression of Philadelphia

– Increase their desire to visit Philadelphia

• Activate our readers and fans – Increase the amount of things they do while here

• Encourage digital “word-of-mouth” content sharing

• Increase performance metrics: Traffic, time on site and pages per visit.

• Send highly qualified traffic to our stakeholders: hotels, attractions, restaurants, etc.

Web Traffic Growth

Web Traffic Growth

1.4 mil

1.5 mil +7%

1.8 mil +21%

2.3 mil +26%

2.7 mil +19%

2.8 mil +3%

3.4 mil +22% 3.3 mil

-5%

3.5 mil +40%

6.1 mil +33%

7.4 mil +21%

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Visitphilly.com Traffic Growth

383,000

402,000 +5%

674,000 +68%

1.06 mil +58%

2.06 mil +94%

2.62 mil +27%

3.64 mil +39%

0

1,000,000

2,000,000

3,000,000

4,000,000

2007 2008 2009 2010 2011 2012 2013

Uwishunu.com Traffic Growth

Reasons For The Growth?

1. Emphasis on Content & Content Marketing

Reasons For Increased Traffic

That means we’re producing more

high-quality content and publishing it in

different ways.

Because Great Content is a

Conversion Machine For Us

Why?

2. Refined Content Strategy

Reasons For Increased Traffic (Cont.)

• More broadly appealing content

• Focus on things that are fun and exciting in Philadelphia

• Events, Festivals, Restaurants, Bars, Shops, Attractions, Exhibitions, Parks, Hotels, New Development, Accolades, and more.

• Be authentic.

• Use analytics to inform content strategy

• Visit Philadelphia uses Uwishunu.com to act as a powerful hype machine for Philadelphia and everything fun and exciting happening in the city and the region.

Visit Philly’s Refined Content Strategy

3. Emphasis on Content Distribution

Reasons For Increased Traffic (Cont.)

Social Media Followers

Visit Philly’s Online Content Cycle

Uwishunu.com

#VISITPHILLY Social Media

Communications

Content

Visitphilly.com

Content Examples

Example One:

Philly Cheesesteaks

Great Content Is A Conversion Machine

New Cheesesteak Itinerary With Map on visitphilly.com: 65,000+ pageviews since Jan. 1. Average time on page (4:30) is almost 3X the site average (1:34)

Example Two:

Philly’s Sandwich

Hall of Fame

Great Content Is A Conversion Machine

New Sandwich Hall of Fame page on visitphilly.com: 100,000+ pageviews since Feb. 1. Average time on page (4:27) is almost 3X the site average (1:34).

Example Three:

Spruce Street Harbor Park

Great Content Is A Conversion Machine

Spruce Street Harbor Park post on uwishunu.com: • 35,000+ pageviews in three

weeks. • Average time on page (4:08) is

2X the site average (2:04). • 22,000+ clicks from Facebook.

Results

Impression Building

Impression Building – Visitphilly.com

75% of site visitors said Visitphilly.com had improved their impression of Philadelphia.

Impression Building – Uwishunu.com

78% of readers said Uwishunu had improved their impression of Philadelphia.

Leveraging The Blog’s Capacity for Digital “Word-of-Mouth” Marketing / Content Sharing

Sharing Uwishunu Content • 90% of readers have shared Uwishunu content

with friends/family.

78%

42%

24%

3%

10%

0% 20% 40% 60% 80% 100%

Sent a link to a post to someonethrough email, chat or IM

Shared a post through myFacebook account

Shared a post through my Twitteraccount

Pinned a photo on Pinterest

None of the above

Q: Have you ever shared Uwishunu content with friends and family? 47

Facebook and Twitter have driven more than 400,000 visits to visitphilly.com &

uwishunu.com in 2014 YTD

Reader Activation

Actions Taken Based on a Post • The vast majority of respondents (97%) have taken

an action based on a post they’ve read on the site

• More than half of local readers (57%) report inviting a friend/relative to visit based on a post

94%

76%

57%

4%

3%

0% 20% 40% 60% 80% 100%

Attended an event/attraction that I read about

Ate at a restaurant

Invited friends/relatives to town to attend anevent I read about

Booked a hotel room in Philadelphia

None of the above

Q: Have you ever done any of the following after reading a Uwishunu post? 50

Web Traffic Growth

Making the Web Traffic Convert

Thank You!