Social Media

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Goals

• Your social media marketing goals should align with your organizations mission and traditional marketing goals

• Increase brand recognition, increase traffic to website, increase sales, promote an event

Goals

VisitPITTSBURGH’s mission is to generate convention, trade show and leisure travel business for the Pittsburgh region

• Social Media Goals: Inspire travel to the Pittsburgh Region and generate website traffic

• Therefore, our social media is primarily focused on generating leisure travel business, i.e. consumer tourism

Channels & Communities

• Channels: Facebook, Twitter, Instagram, Youtube, Flickr & Blog

• Community:• Expats (low hanging fruit)• Pittsburgh Sports Fans (low hanging fruit)• Travel Writers/Bloggers• …and LOCALS!

• We do not want to sell or promote to the locals, but rather use them to amplify our messages by posting content that is shareable. Therefore inspiring them to share to their communities.

Content

• Organic Content:Content that conveys the quintessential Pittsburgh experience. • Photos, blog posts, articles, videos • No directly promotional content, no ads

• Paid Content• Special needs outside our parameters• Targeted posting to special interest communities

Facebook

• Post Good Content! • Post to the interest of your community, not your needs

• Use a photo in every post• Scroll test, capture the attention of the community

• Relevant content to widest segment of the community• locals, non-locals, special interest groups such as travel

writers and meeting planners• Content that is likely to spur conversation• Maximum of one post per day, afternoons work best

Twitter

• Twitter is the best channel for discovery.• “Listen” for visitors posting content about their Pittsburgh

experience. This is the authentic voice people want to hear.• Say “Hello”• Repost their content

• Try to use a photo in every post• Native twitter photo sharing, not links

• 10-12 posts per day • 1-2 posts per day directly to our website

• Try to be active 7 days a week

Twitter, Continued

• A single tweet has little value. It only “lives” for about 15-20 minutes unless It gets widely retweeted.• Single tweets for special needs are ineffective.

• Value of our Twitter feed comes from the entirety of the feed demonstrating a quintessential travel experience with each and every tweet.

• Following grows by providing the authentic voice, in other words, retweeting visitors!

Questions?

THANK YOU!