HORSE RACING JONES. COM Social Media Marketing Campaign Performance Results October 16, 2011 November 5, 2011 Presented by Jennifer Pricci PHANTOM POWER Marketing by Design info@phantompower.co www.phantompower.co
Horse Racing Jones Social Media Marketing Campaign Campaign Goals and Objectives Build brand visibility and brand awareness for upstart HorseRacingJones.com Drive buzz for HorseRacingJones.com by leveraging heightened target audience online activity during Breeders Cup World Championship lead-up Leveraging the 3 unique and established offerings: data, commentary, fantasy/tournament in all aspects of the campaign Aggregate fans / followers and leads of the 3 already established organizations; Equiform, Horse Race Insider and Triple Crown Trail to one central location: HorseRacingJones.com social networking hubs Generate social networking traffic through deep user engagement Grow lead database for HorseRacingJones.com through buzz building activities and Inbound Marketing / Content Marketing principles incorporating data capture activities / incentives
Horse Racing Jones Social Media Marketing Campaign Horse Implementation Racing Jones Plan Social Media Marketing Campaign Marketing Campaign Foundation Established benchmark for measuring success and provides direction. Reach and Frequency User Activity / Campaign Posts Facebook Ad Performance Email Marketing Performance Growth of Lead Database Social Media Technologies and Platforms Social media marketing is all about targeting the right audiences and the right social media channels. Analysis of where the Horse Racing audience niche market spends their time networking online Use of the stream-lined emarketeer Social Media Marketing software Facebook Advertisements allows for further niche targeting Creative Content Development Content that will be developed for Social Media Marketing channels. Development of Facebook, Twitter and YouTube accounts Custom landing pages / webforms with precise call-to-action Cross-Channel Integration Facilitate inter-operability between the social media network channels that are part of the campaign mix. This includes Email Marketing Campaign designed to drive audience to landing pages / webforms with CTA Social Media Campaign Management and Support Ongoing campaign management and support for social media networking accounts across various networks Blogger outreach and continued participation in news media and content discovery; Emphasis: Breeders Cup
Horse Racing Jones Social Media Marketing Campaign Horse How Do Racing You Know Jones it Social Worked? Media Marketing Campaign Performance Overview JUMP HERE! Reach and Frequency JUMP HERE! User Activity / Campaign Posts JUMP HERE! Facebook Ad Performance JUMP HERE! Email Marketing Performance JUMP HERE! Growth of Lead Database JUMP HERE! * For the purpose of this report we will be looking at Facebook Performance only. Future campaigns that incorporate greater engagement on Twitter and YouTube will also be examined.
FACEBOOK PERFORMANCE OVERVIEW
Insights > Overview 10/29/11* 11/5/11 * Insights detailed on this page depict one week lead to Breeders Cup only ** ** ** ** Total Likes: The number of unique people who like your Page. Friends of Fans: The number of unique people who are friends with your fans, including your current fans. People Talking About This: The number of unique people who have created a story about your Page in the last seven days. Total Reach: The number of unique people who have seen any content associated with your Page in the last seven days. Number of posts: The size of the bubbles represents the number of posts your Page published each day. ** Percent increase depicts one week lead to Breeders Cup compared to exact same time frame for previous week People Talking About This: The number of unique people who have created a story about your Page in the 7 days leading up to each date shown on the chart. Total Reach: The number of unique people who have seen any content associated with your Page in the 7 days leading up to each date shown on the chart. 100K 90K 80K 70K Campaign/ Email Blast 1A Campaign/ Email Blast 1B Campaign/ Email Blast 2 Campaign/ Email Blast 3 Campaign/ Email Blast 4 60K 50K 40K 30K Facebook Ad Launched 20K 10K 0
Insights > Overview > Users 10/16/11 11/5/11 Campaign/ Email Blast 1A Campaign/ Email Blast 1B Campaign/ Email Blast 2 Campaign/ Email Blast 3 Campaign/ Email Blast 4 Facebook Ad Launched
Insights > Overview > Users 10/16/11 11/5/11
Insights > Overview > Users 10/16/11 11/5/11
Insights > Overview > Users 10/16/11 11/5/11
Insights > Overview > Users 10/16/11 11/5/11
Insights > Overview > Users 10/16/11 11/5/11
REACH AND FREQUENCY CONTENT
Insights > Users > Reach and Frequency All Page Content 10/16/11 11/5/11
Insights > Users > Reach and Frequency All Page Content 10/16/11 11/5/11
Insights > Users > Reach and Frequency All Page Content 10/16/11 11/5/11
Insights > Users > Reach and Frequency All Page Content 10/16/11 11/5/11
Insights > Users > Reach and Frequency All Page Content 10/16/11 11/5/11
REACH AND FREQUENCY POSTS
Insights > Users > Reach and Frequency Posts 10/16/11 11/5/11
Insights > Users > Reach and Frequency Posts 10/16/11 11/5/11
Insights > Users > Reach and Frequency Posts 10/16/11 11/5/11
Insights > Users > Reach and Frequency Posts 10/16/11 11/5/11
Insights > Users > Reach and Frequency Posts 10/16/11 11/5/11
VISITS TO YOUR PAGE
Insights > Users > Reach and Frequency Overview 10/16/11 11/5/11
Insights > Users > Reach and Frequency Page Views 10/16/11 11/5/11
Insights > Users > Reach and Frequency Unique Visitors 10/16/11 11/5/11
WHO IS TALKING ABOUT YOU
Insights > Users > Who Is Talking About You Demographics 10/16/11 11/5/11
Insights > Users > Who Is Talking About You How People Are Talking: All Stories 10/16/11 11/5/11
Insights > Users > Who Is Talking About You How People Are Talking: All Stories 10/16/11 11/5/11
Insights > Users > Who Is Talking About You How People Are Talking: Page Likes 10/16/11 11/5/11
Insights > Users > Who Is Talking About You How People Are Talking: Page Likes 10/16/11 11/5/11
FACEBOOK AD PERFORMANCE
Facebook AD PERFORMANCE Ad Performance CTR Clicks Impressions 10/30/11 11/5/11 NOTE: Ad artwork and copy were revised slightly throughout the course of your campaign to keep your ad fresh and relevant particularly given the large target and impression figures. NOTE: Ad artwork and copy were revised slightly throughout the course of your campaign to keep your ad fresh and relevant particularly given the large target and impression figures. As the Breeders Cup approached and you began to offer a complimentary Classic Betting Guide to all Facebook Fans, targeting was expanded slightly for approximately 48 hours. This increased your reach, click-through rate and impressions significantly.
Facebook AD PERFORMANCE Ad Performance Detailed Campaign Overview 10/30/11 11/5/11
EMAIL MARKETING
Email Marketing Each Email Marketing Blast corresponds to an emarketeer Campaign. For each Email Blast detailed below, recipients were driven to a dedicated emarketeer Facebook Tab, Landing Page and/or data capture Horse Performance Racing with Jones form emarketeer with Social one, single call-to-action. Media Integration Marketing Campaign In partnership with PHANTOM POWER Campaign 1A: Introducing HorseRacingJones.com from Equiform Database (1079) Equiform Facebook Leads Equiform Clients *CTA: Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide 20% Opens / 23% CTR** Campaign 1B: Introducing HorseRacingJones.com from Triple Crown Trail Database (92) JD Contacts TCT Subscribers *CTA: Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide 23% Opens / 10% CTR** Campaign 1B: Introducing HorseRacingJones.com from John Pricci Database (2866) HRI Subscribers Growth of Lead Database: PHANTOM POWER Sourced Database *CTA: Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide 27% Opens / 26% CTR** * CTA: Call-to-action The one clearly defined act you want your recipients to take NOTE: Database figures reflect those numbers prior to distribution Database can shrink as a result of Bounces and/or unsubscribe requests ** CTR: Of those that opened the email, the percentage of them who clicked through a link i.e. Campaign 1A: Of the 20% of recipients who opened the email, 23% clicked on a link
Email Marketing Each Email Marketing Blast corresponds to an emarketeer Campaign. For each Email Blast detailed below, recipients were driven to a dedicated emarketeer Facebook Tab, Landing Page and/or data capture Horse Performance Racing with Jones form emarketeer with Social one, single call-to-action. Media Integration Marketing Campaign In partnership with PHANTOM POWER Campaign 2: Get Free Chapters of Blinkers Off by Cary Fotias Database (1079) Equiform Facebook Leads Equiform Clients *CTA: Complete the brief form to receive an instant download Continued Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide CTA 22% Opens / 16% CTR** Campaign 2: Get Free Chapters of Blinkers Off by Cary Fotias Database (92) JD Contacts TCT Subscribers *CTA: Complete the brief form to receive an instant download Continued Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide CTA 14% Opens / 9% CTR** Campaign 2: Get Free Chapters of Blinkers Off by Cary Fotias Database (2866) HRI Subscribers *CTA: Complete the brief form to receive an instant download Continued Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide CTA 25% Opens / 20% CTR** * CTA: Call-to-action The one clearly defined act you want your recipients to take NOTE: Database figures reflect those numbers prior to distribution Database can shrink as a result of Bounces and/or unsubscribe requests ** CTR: Of those that opened the email, the percentage of them who clicked through a link i.e. Campaign 1A: Of the 20% of recipients who opened the email, 23% clicked on a link
Email Marketing Each Email Marketing Blast corresponds to an emarketeer Campaign. For each Email Blast detailed below, recipients were driven to a dedicated emarketeer Facebook Tab, Landing Page and/or data capture Horse Performance Racing with Jones form emarketeer with Social one, single call-to-action. Media Integration Marketing Campaign In partnership with PHANTOM POWER Campaign 3: Download Your Complimentary Breeders Cup Classic Betting Guide Database (63) HRJ Contacts Growth of Lead Database: emarketeer Data Capture Activities Collected from emarketeer data capture webforms; previous Email CTA drivers/incentives *CTA: n/a Download Your Complimentary Breeders Cup Classic Betting Guide 75% Opens / 87% CTR** Campaign 4: Download A Complimentary Breeders Cup Classic Betting Guide Database (2804) All less HRJ Contacts as defined in Campaign 3 *CTA: Complete the brief form to receive an instant download Continued Sign up for more information about our Breeders Cup Online Seminar and receive a free BC Classic Betting Guide CTA 19% Opens / 20% CTR** * CTA: Call-to-action The one clearly defined act you want your recipients to take NOTE: Database figures reflect those numbers prior to distribution Database can shrink as a result of Bounces and/or unsubscribe requests ** CTR: Of those that opened the email, the percentage of them who clicked through a link i.e. Campaign 1A: Of the 20% of recipients who opened the email, 23% clicked on a link
Contact Jennifer Pricci Chief Consultant PHANTOM POWER Marketing by Design T.732.291.4JEN F.732.956.3986 jennifer@phantompower.co www.phantompower.co