HomeMy WebLinkAboutPCD 2023-03-06 Item 1E - Report - 2022 Year End Report: Experience Tukwila Digital InitiativeW
i City of Tukwila
Allan Ekberg, Mayor
\19oa INFORMATIONAL MEMORANDUM
TO: Planning and Community Development
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: February 27, 2023
SUBJECT: Experience Tukwila 2022 Year End Digital Analytics
ISSUE
Staff will provide a briefing on Experience Tukwila 2022 year end digital analytics.
BACKGROUND
In 2020 the City launched the Experience Tukwila marketing and branding campaign, which
includes a digital component, including a dedicated website (ExperienceTukwila.com), a
dedicated newsletter, and social media (Facebook, Instagram, Twitter, and Linkedln). 2022 was
Experience Tukwila's digital initiative first full year at being at full operation, including all
accounts up and running, dedicated photography, and custom videos. The goal of the digital
initiative is to promote Tukwila within the greater Seattle area (50 -mile radius) and to help
provide positive stories about Tukwila.
DISCUSSION
Attached with this memo is a report prepared by the City's marketing agency outlining the
analytics for 2022.
Positive Takeaways
• Nearly 6,000 people, resulting in just under 11,000 page views, have visited
ExperienceTukwila.com.
• Over half of the people who come to the website come via Google search. This is an
important because it shows that our efforts to promote the site with organic content are
having a positive impact.
• Our social media resulted in nearly 450,000 total impressions and we now have just over
3,000 followers across all social media accounts.
• Open rate and clickthrough rates for our e -newsletter is extremely high.
• ExperienceTukwila.com and its social media have been great resources in promoting
community events to the greater Seattle area. Dedicated event pages on
ExperienceTukwila.com are great ways of organically driving traffic to the site.
• Googling certain phrases and terms results in ExperienceTukwila.com having a very high
search result. For example:
o Googling "Things to do in Tukwila" results in ExperienceTukwila.com being the
third website listed.
o Googling "Things to do in Southcenter" results in ExperienceTukwila.com being
the second organic website found on the site (third if you count the paid search
results).
o Simply putting, "Tukwila" into the Google search engine results in
ExperienceTukwila.com being the tenth website listed (TukwilaWa.gov is shown
as the first website listed).
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INFORMATIONAL MEMO
Page 2
Needs Work Takeaways
• The bounce rate (meaning someone comes to ExperienceTukwila.com homepage and
immediate leaves) is too high. This can be addressed with better and more engaging
content.
• Acquisition of new social media followers is occurring too slowly. Part of this is because
Meta (Facebook and Instagram) made changes to prioritize "Reel" postings versus static
posts. City staff and our agency staff have been working to create more engaging
content.
• While the open rate for the e -newsletter is good, the number of accounts receiving it is still
low. This can be addressed by providing a passive sign up method versus our current
requirement for active signups.
• Googling certain phrases and terms results in ExperienceTukwila.com having a very low
search result. For example:
o ExperienceTukwila.com does now show up when Googling:
■ "Things to do in Seattle."
■ "Restaurants near Sea -Tac Airport."
• The shift by Google and Microsoft to Ai search will require adaptation to our digital
strategy. Like most website sites, the page is designed to focus on Google's search
algorithms, not Bing. Yet, Bing's Ai search tool could grow in popularity, requiring us to
make sure our site is well position on Bing, not just Google.
FINANCIAL IMPACT
Experience Tukwila is funded via the City's lodging tax program. Funding for 2023 has already
been approved by the Lodging Tax Advisory Committee and the City Council.
RECOMMENDATION
Discussion only.
ATTACHMENTS
• Experience Tukwila 2022 Year Website Analytics Summary
https://tukwilawa.sharepoint.com/sites/mayorsoffice/cc/Council Agenda Items/Mayor's Office/PCD, 2023.03.06/PCD, Info Memo, 2023.03.06.docx
Experience Tukwila 2022 Year Website Analytics
Website Overview
Total Visits
6,171
Total Pageviews
10,993
Average Visit Duration
1:04
Average Pages per Visit
1.44
Average Bounce Rate
77.16%
New Blog Post
13
New Event Posts
44
Visitor Acquisition
Seattle, WA
Search
3,445 (55%
211
Direct
1,336 (21%
Kent, WA
Social Media
1,255 (20%
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Referral
221 (4%
New York, NY
Top 10 Visiting Cities
Seattle, WA
2,146
Tukwila, WA
211
Los Angeles, CA
160
Kent, WA
134
Renton, WA
104
Tacoma, WA
93
New York, NY
79
Des Moines, WA
69
Bellevue, WA
68
Federal Way, WA
62
Top 10 Pageviews
Homepage
2,763
Activities
839
Shopping
815
Events homepaqe
687
Dining
682
Blog homepage
530
Event: "Tukwila's 2nd Annual Juneteenth Commemoration"
445
Event: "Easter Bunny Photos at Westfield Southcenter"
337
Event: "U.S. Open Cup at Starfire: Sounders vs. Earthquakes"
255
Blog: "The Seawolves Make History at Starfire"
188
Top 10 Event Pageviews
Events homepage
687
"Tukwila's 2nd Annual Juneteenth Commemoration"
445
"Easter Bunny Photos at Westfield Southcenter"
337
"U.S. Open Cup at Starfire: Sounders vs. Earthquakes"
255
"Photos with Santa at Southcenter"
139
"Sounders FC Rave Green 5k Run"
138
"Tukwila Revs Up for Teamsters 117 Car and Bike Show"
117
"Seattle Seawolves vs. San Diego Legion"
117
"Tacoma Defiance MLS NEXT Pro League at Starfire"
108
"Spring Seattle Restaurant Week"
70
Top 10 Blog Pageviews
Blog homepage
530
"The Seawolves Make History at Starfire"
188
"The Sounders Return to Starfire"
134
"Tukwila Village Farmers Market Makes Space for Everyone"
115
"The Seawolves Championship Hunt Begins With A Stunner"
92
"The City of Tukwila's First Annual Juneteenth Commemoration"
75
"The NEXT era of Tacoma Defiance at Starfire"
62
"Starfire Welcomes More Champions"
51
"HangarFest at The Museum of Flight"
51
"10 Things To Do in Tukwila in the Rain"
47
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Experience Tukwila 2022 Year Social Analytics
Platform
Followers
Social Media Analytics
Post Likes Comments
Share/RT
Impressions
Facebook
1332 (+61)
304
2728
301
228
158,654
Instagram
928 (+325)
297
3901
240
443
39,624
Linked In
542 (+71)
77
449
12
71
117,162
Twitter
237 (+14)
331
979
33
254
129,998
Total: 3039 (+471)
1,009
8,057
586
996
445,438
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Experience Tukwila 2022 Year Email Analytics
Send Date
Email Subject
Newsletter Analytics
Deliveries
Opens
Open Rate
Clicks
Click Rate
1/28
Winter Fun for Everyone
48
20
42%
25
14%
2/28
New Video Series from Experience Tukwila!
50
25
50%
4
8%
3/25
Tacoma Defiance are back at Starfire
50
22
44%
6
12%
4/7
Tukwila Takes On Seattle Restaurant Week
51
29
57%
10
20%
5/27
The Starfire Sports Experience
52
22
42%
1
2%
6/17
Are You Ready for Juneteenth?
53
16
30%
1
2%
11/10
Welcome to the Tukwila Newsletter
426
75
19%
1
0%
11/11
Veterans Day in Tukwila
461
81
18%
3
1%
11/23
10 Rainy Day Activities in Tukwila
459
73
17%
9
2%
12/16
Shop Tukwila for the Holidays
459
85
19%
14
3%
Total:
2,109
448
21%
74
4%
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