NTRA Chicago Meeting Web 2.0 Update. June 23, 2008
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1 NTRA Chicago Meeting Web 2.0 Update June 23, 2008
2 Agenda Eight Belles Measurement Web 2.0 Co-Op Program 6/24/08 SocialSphere Strategies 2
3 Key learning in all this Eight Belles. 6/24/08 SocialSphere Strategies 3
4 Measuring Impact of Eight Belles U.S. Sports Fans Survey of n=1200, including segmentation of Heavy, Medium, Light Fans NTRA Core Racing Fans Survey of n=600 from industry database of 100,000+ Media Analysis Traditional media mentions Social media mentions and influencers 6/24/08 SocialSphere Strategies 4
5 Key learning in all this Web /24/08 SocialSphere Strategies 5
6 #1: Marketing Optimization 1. Encourage subscriptions. Difficult for users to know where to sign-up. 2. Simplify signup form and registration process. 3. Create welcome and confirmation. 4. Create monthly calendar and determine optimal number per month. 5. Create personas by sender. 6. Phase-out newsletter in lieu of more targeted messages. 6/24/08 SocialSphere Strategies 6
7 #2: Alex s Blog A New Way Forward essay published (with Alex s address) in the March/April issue of HorsePlayer Magazine, reprinted in the DRF sent to national and local databases of best fans with article attached seeking comment and feedback Straight Up by Alex Waldrop, launched three weeks before the Kentucky Derby Blog monitoring system enacted immediately thereafter 6/24/08 SocialSphere Strategies 7
8 Mr. Waldrop, This is an excellent, excellent idea. I am a 22 year old college Sr., the kind of fan that the game needs to develop more of in order to continue to be successful. I love the game and have been thinking of ways to market it to the mainstream crowd over the last year or so, I thought of replicating Ascots' Ladies' Day during the summer in Saratoga or Monmouth Park. Imagine my shock when I read about the changes to the Breeder's Cup two days later! I have been so very pleased with the strides NTRA is making, especially in conjunction with the Breeder's Cup. This outlet for fans to express their ideas and concerns is so important to the health of the industry. There's no question in my mind that you will find valuable input from many of the fans who correspond with you and your colleagues. As I'm sure you understand, the racing fan is a special breed, they have an undying love of the "Sport of Kings" no matter if they leave the track more like a peasant on tough days. Thank you for providing this forum for the fans. I look forward to corresponding with you in the future. My Best, Mike Ranuro (4/10/2008 4:12 PM) 6/24/08 SocialSphere Strategies 8
9 Ratio of Comments Per View Is Extraordinary 6/24/08 SocialSphere Strategies 9
10 Alex s Blog Comparable to Gold Standard CEO Bloggers 6/24/08 SocialSphere Strategies 10
11 #1: Friday, June 13, thoroughbred blogger, Dana Beyerly from Green but Game writes open letter to NTRA on her blog regarding Stephen Foster. 6/24/08 SocialSphere Strategies 11
12 #2: Alex responds on her blog and posts response on NTRA.com. Second most popular post since April. 6/24/08 SocialSphere Strategies 12
13 #3: Dana responds. Alex is a hero. Industry is listening. 6/24/08 SocialSphere Strategies 13
14 #3: Social Media Audit Goal is to understand the social media landscape as it relates to thoroughbred racing. Who is talking about our sport? Which sites are most influential? How do we enter the dialogue? Definition of the landscape Industry News Websites, Sports Sites, Social Frameworks, Industry Blogs FIRE Report, Alert and Update Frequency, Influence, Reach, Engagement 6/24/08 SocialSphere Strategies 14
15 Frequency Influence Reach Engagement FIRE Major Thoroughbred Sites Blood Horse Daily Racing Form Thoroughbred Times Equibase Major Sports Sites ESPN Sports Illustrated Social Frameworks YouTube Facebook Pace Advantage MySpace Primary Industry Blogs Left at the Gate Aspiring Horse Player Player Curb My Enthusiasm Paul Moran at the Races Thorough-Blog
16 Key learning in all this Co-Op Program. 6/24/08 SocialSphere Strategies 16
17 Co-Op Program Marketing & Optimization Social Media Audit Search Engine Marketing Web 2.0 Big Day Event Planning Web 2.0 Advice & Strategy 6/24/08 SocialSphere Strategies 17
18 s 6/24/08 SocialSphere Strategies 18
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