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!