HORSE RACING JONES . COMSocial Media Marketing Campaign        Performance ResultsOctober 16, 2011 – November 5, 2011     ...
Horse Racing Jones Social Media Marketing Campaign  Campaign Goals and Objectives Build brand visibility and brand awaren...
Horse Racing Jones Social Media Marketing Campaign  Horse Racing Jones Social Media Marketing Campaign  Implementation Pla...
Horse Racing Jones Social Media Marketing CampaignHorse RacingKnow it Social Media Marketing CampaignHow Do You Jones Work...
FACEBOOK            PERFORMANCE OVERVIEW
Insights > Overview       10/29/11* – 11/5/11                                                                             ...
Insights > Overview > Users10/16/11 – 11/5/11                     Campaign/ Campaign/      Campaign/   Campaign/ Campaign/...
Insights > Overview > Users10/16/11 – 11/5/11
Insights > Overview > Users10/16/11 – 11/5/11
Insights > Overview > Users10/16/11 – 11/5/11
Insights > Overview > Users10/16/11 – 11/5/11
Insights > Overview > Users10/16/11 – 11/5/11
REACHAND                FREQUENCY      CONTENT
Insights > Users > Reach and FrequencyAll Page Content                           10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyAll Page Content                           10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyAll Page Content                           10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyAll Page Content                           10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyAll Page Content                           10/16/11 – 11/5/11
REACHAND              FREQUENCY      POSTS
Insights > Users > Reach and FrequencyPosts                                       10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyPosts                                       10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyPosts                                       10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyPosts                                       10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyPosts                                       10/16/11 – 11/5/11
VISITS                TO YOUR         PAGE
Insights > Users > Reach and FrequencyOverview                                  10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyPage Views                                10/16/11 – 11/5/11
Insights > Users > Reach and FrequencyUnique Visitors                             10/16/11 – 11/5/11
WHO                    IS TALKING      ABOUT              YOU
Insights > Users > Who Is Talking About YouDemographics                               10/16/11 – 11/5/11
Insights > Users > Who Is Talking About YouHow People Are Talking: All Stories         10/16/11 – 11/5/11
Insights > Users > Who Is Talking About YouHow People Are Talking: All Stories         10/16/11 – 11/5/11
Insights > Users > Who Is Talking About YouHow People Are Talking: Page Likes          10/16/11 – 11/5/11
Insights > Users > Who Is Talking About YouHow People Are Talking: Page Likes          10/16/11 – 11/5/11
FACEBOOK                  AD    PERFORMANCE
Facebook Ad Performance                            AD PERFORMANCE    CTR                 Clicks           Impressions   10...
Facebook Ad Performance          AD PERFORMANCEDetailed Campaign Overview       10/30/11 – 11/5/11
EMAIL        MARKETING
Email Each Email Marketing “Blast” corresponds to an eMarketeer Campaign.                          Marketing              ...
Email Each Email Marketing “Blast” corresponds to an eMarketeer Campaign.                          Marketing              ...
Email Each Email Marketing “Blast” corresponds to an eMarketeer Campaign.                           Marketing             ...
ContactJennifer Pricci                 T.732.291.4JENChief Consultant                F.732.956.3986PHANTOM POWER          ...
Upcoming SlideShare
Loading in...5
×

Horse racingjones socialmediamrktgreport

263

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
263
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Horse racingjones socialmediamrktgreport

  1. 1. HORSE RACING JONES . COMSocial Media Marketing Campaign Performance ResultsOctober 16, 2011 – November 5, 2011 Presented by Jennifer Pricci PHANTOM POWER Marketing by Design info@phantompower.co www.phantompower.co
  2. 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. 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. 4. Horse Racing Jones Social Media Marketing CampaignHorse RacingKnow it Social Media Marketing CampaignHow 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.
  5. 5. FACEBOOK PERFORMANCE OVERVIEW
  6. 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.100K90K80K Campaign/ Campaign/ Campaign/ Campaign/ Campaign/ Email Blast Email Blast Email Blast Email Blast Email Blast70K 1A 1B 2 3 460K50K40K30K Facebook Ad Launched20K10K 0
  7. 7. Insights > Overview > Users10/16/11 – 11/5/11 Campaign/ Campaign/ Campaign/ Campaign/ Campaign/ Email Email Email Email Email Blast Blast Blast Blast Blast 1A 1B 2 3 4 Facebook Ad Launched
  8. 8. Insights > Overview > Users10/16/11 – 11/5/11
  9. 9. Insights > Overview > Users10/16/11 – 11/5/11
  10. 10. Insights > Overview > Users10/16/11 – 11/5/11
  11. 11. Insights > Overview > Users10/16/11 – 11/5/11
  12. 12. Insights > Overview > Users10/16/11 – 11/5/11
  13. 13. REACHAND FREQUENCY CONTENT
  14. 14. Insights > Users > Reach and FrequencyAll Page Content 10/16/11 – 11/5/11
  15. 15. Insights > Users > Reach and FrequencyAll Page Content 10/16/11 – 11/5/11
  16. 16. Insights > Users > Reach and FrequencyAll Page Content 10/16/11 – 11/5/11
  17. 17. Insights > Users > Reach and FrequencyAll Page Content 10/16/11 – 11/5/11
  18. 18. Insights > Users > Reach and FrequencyAll Page Content 10/16/11 – 11/5/11
  19. 19. REACHAND FREQUENCY POSTS
  20. 20. Insights > Users > Reach and FrequencyPosts 10/16/11 – 11/5/11
  21. 21. Insights > Users > Reach and FrequencyPosts 10/16/11 – 11/5/11
  22. 22. Insights > Users > Reach and FrequencyPosts 10/16/11 – 11/5/11
  23. 23. Insights > Users > Reach and FrequencyPosts 10/16/11 – 11/5/11
  24. 24. Insights > Users > Reach and FrequencyPosts 10/16/11 – 11/5/11
  25. 25. VISITS TO YOUR PAGE
  26. 26. Insights > Users > Reach and FrequencyOverview 10/16/11 – 11/5/11
  27. 27. Insights > Users > Reach and FrequencyPage Views 10/16/11 – 11/5/11
  28. 28. Insights > Users > Reach and FrequencyUnique Visitors 10/16/11 – 11/5/11
  29. 29. WHO IS TALKING ABOUT YOU
  30. 30. Insights > Users > Who Is Talking About YouDemographics 10/16/11 – 11/5/11
  31. 31. Insights > Users > Who Is Talking About YouHow People Are Talking: All Stories 10/16/11 – 11/5/11
  32. 32. Insights > Users > Who Is Talking About YouHow People Are Talking: All Stories 10/16/11 – 11/5/11
  33. 33. Insights > Users > Who Is Talking About YouHow People Are Talking: Page Likes 10/16/11 – 11/5/11
  34. 34. Insights > Users > Who Is Talking About YouHow People Are Talking: Page Likes 10/16/11 – 11/5/11
  35. 35. FACEBOOK AD PERFORMANCE
  36. 36. Facebook Ad Performance AD PERFORMANCE CTR Clicks Impressions 10/30/11 – 11/5/11NOTE:Ad artwork and copy were revisedslightly throughout the course of yourcampaign to keep your ad fresh andrelevant particularly given the largetarget and impression figures.NOTE:Ad artwork and copy were revisedslightly throughout the course of yourcampaign to keep your ad fresh andrelevant particularly given the largetarget and impression figures.As the Breeders’ Cup approached andyou began to offer a complimentaryClassic Betting Guide to all FacebookFans, targeting was expanded slightlyfor approximately 48 hours. Thisincreased your reach, click-throughrate and impressions significantly.
  37. 37. Facebook Ad Performance AD PERFORMANCEDetailed Campaign Overview 10/30/11 – 11/5/11
  38. 38. EMAIL MARKETING
  39. 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. 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. 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. 42. ContactJennifer Pricci T.732.291.4JENChief Consultant F.732.956.3986PHANTOM POWER jennifer@phantompower.coMarketing by Design www.phantompower.co
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×