1. 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
2. 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
3. Horse Racing Jones Social Media Marketing Campaign
Horse Racing Jones Social Media Marketing Campaign
Implementation Plan
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
4. Horse Racing Jones Social Media Marketing Campaign
Horse RacingKnow it Social Media Marketing Campaign
How Do You Jones Worked?
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.
6. Insights > Overview
10/29/11* – 11/5/11 * Insights detailed on this page depict one week lead to Breeders’ Cup only
** ** ** **
Total Likes: Friends of Fans: People Talking About This: Total Reach:
The number of unique The number of unique people who The number of unique people who The number of unique people who
people who like your Page. are friends with your fans, have created a story about your have seen any content associated
including your current fans. Page in the last seven days. with your Page in the last seven days.
** Percent increase depicts one week lead to Breeders’ Cup compared to exact same time frame for previous week
Number of posts: The size of the bubbles represents the number of posts your
Page published each day.
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
Campaign/ Campaign/ Campaign/ Campaign/ Campaign/
Email Blast Email Blast Email Blast Email Blast Email Blast
70K 1A 1B 2 3 4
60K
50K
40K
30K
Facebook Ad Launched
20K
10K
0
36. 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.
39. Email Each Email Marketing “Blast” corresponds to an eMarketeer Campaign.
Marketing
For each Email “Blast” detailed below, recipients were driven to a
dedicated eMarketeer Facebook Tab, Landing Page and/or data capture
Horse Racingwith eMarketeer Integration
Performance Jones Social Media Marketing Campaign
form with one, single call-to-action. 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) Growth of Lead Database: PHANTOM POWER Sourced Database
HRI Subscribers
*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 ** CTR: Of those that opened the email, the percentage of them who clicked through a link
Database can shrink as a result of Bounces and/or unsubscribe requests i.e. Campaign 1A: Of the 20% of recipients who opened the email, 23% clicked on a link
40. Email Each Email Marketing “Blast” corresponds to an eMarketeer Campaign.
Marketing
For each Email “Blast” detailed below, recipients were driven to a
dedicated eMarketeer Facebook Tab, Landing Page and/or data capture
Horse Racingwith eMarketeer Integration
Performance Jones Social Media Marketing Campaign
form with one, single call-to-action. 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 ** CTR: Of those that opened the email, the percentage of them who clicked through a link
Database can shrink as a result of Bounces and/or unsubscribe requests i.e. Campaign 1A: Of the 20% of recipients who opened the email, 23% clicked on a link
41. Email Each Email Marketing “Blast” corresponds to an eMarketeer Campaign.
Marketing
For each Email “Blast” detailed below, recipients were driven to a
dedicated eMarketeer Facebook Tab, Landing Page and/or data capture
Horse Racingwith eMarketeer Integration
Performance Jones Social Media Marketing Campaign
form with one, single call-to-action. In partnership with PHANTOM POWER
Campaign 3: Download Your Complimentary Breeders’ Cup Classic Betting Guide
Database (63) Growth of Lead Database: eMarketeer Data Capture Activities
HRJ Contacts
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 ** CTR: Of those that opened the email, the percentage of them who clicked through a link
Database can shrink as a result of Bounces and/or unsubscribe requests i.e. Campaign 1A: Of the 20% of recipients who opened the email, 23% clicked on a link
42. Contact
Jennifer Pricci T.732.291.4JEN
Chief Consultant F.732.956.3986
PHANTOM POWER jennifer@phantompower.co
Marketing by Design www.phantompower.co
