Permanently disabled jockey fund social media plan
Permanently Disabled Jockey FundA Social Media RoadmapRoger LaBeckLarry Marshall
About the Permanently Disabled Jockey Fund About the Permanently Disabled Jockey‟s Fund• The Permanently Disabled Jockeys Fund (PDJF) is a collaborative effort of many leaders in the horse racing industry, including race tracks, jockeys, horsemen, and many others who had a vision of a program that would bring much-needed financial assistance to a group of athletes who have given so much to the sport of horse racing.• The PDJF is committed to working with both industry and medical research groups to improve the safety of both the human and equine athlete as well as medical research projects dedicated to reducing catastrophic injuries
PDJF – Online PortalCurrently, an online presence is primarily maintained and executed using traditional Web2.0 website
The Roadmap Going Forward We recommend PDJF revamp the current social media strategy to implore a more user- friendly and interactive community to raise awareness of both charitable cause and sport, thus leading to future monetary donations Guiding Principles Strengthen relationship between horse racing fans, industry partners, and jockeys – under good and bad economic conditions Increase transparency in communication of PDJF program for charitable cause and donations Maintain simplicity in overall social media design and use Encourage interaction across industry to broaden support and encourage increased attendance at live race events and charity fundraisers Leverage existing technological capabilities and incorporate leading-edge tools and platforms to drive user engagement
PDJF Social Media Program Goals Leveraging the Guiding Principles, 3 clear objectives emerge of the revamped social media initiatives that lead to the ultimate goal of increased awareness Enhance sport and race fan relationships Increase social cause Increase charity transparency awareness and operational efficiencies and charitable donations Foster creativity, innovation, and collaboration
The Social Media OpportunitySocial media provides a unique opportunity to make mass communication interactive,however, the opportunities come with inherent risksSocial Media Opportunities RisksEnables…Communication • More casual forum to receive information • Users may not trust the source • Similarly impacted users can connect to build • Users may “band together” to challengeConnection camaraderie decisions • Specific information can be disseminated to customized • Requires maintenance of information relevantCustomization groups to multiple audiences • Users can self-select the data they want to receive • Discussions around tips/tricks develop organically • Unapproved “workarounds” can spreadCollaboration • Users can collaborate to solve problems quickly • Feedback can quickly be collected through surveys and • If feedback is not acted on, users may useCollection forums social media to express their discontent In order to communicate well with your potential customers – whether they are internal or external - PDJF should consider: 1.How to create value, and where your customers will pick it up 2.What tools you will need to use to “get the message out” 3.How to initiate conversations without forcing the message, specifically with donations
Social Media models Time and Attention MatrixSocial media spans a range of technologies, platforms and styles ofcommunication. It has deceptively low barriers to engagement, but highbarriers to actual success.For social media engagements to work, they need to be based upon a solidstructure of goals and boundaries.Two research based models were used to develop this strategy: • A time and attention matrix, and • A hub and spoke model Hub and Spoke ModelThese two models have been chosen because together, they combine anunderstanding of users‟ information needs and capabilities with a targeted Socialapproach to organizing engagement. mediaThe models are describe in greater detail on the following 2 slides. Social Social media media Central web site Social Social media media Sources: Idea Kitchn, Deloitte research 8
Social Media models: Time and attention matrixDifferent social media technologies are suited to different typesof content and user behaviour, depending on content longevityand attention. This matrix shows the most appropriatetechnologies for different types of content. • Longevity refers to the “shelf life” of content, the degree to which the content‟s relevancy is dependent on being read within a specific timeframe. High longevity content is best published on platforms – web sites and blogs – which don‟t have a quick turnover of content. • Attention refers to whether the platform allows users to delay the consumption of the content. Users with constraints on their times will be more likely to consume information published on platforms which allow them to delay consumption until „later‟.Horse racing is a seasonal sport and thus, it is imperative thatsocial media approach address the limitations of live events.However, long term user engagement is also necessary tocontinually build and maintain community of users. 9
Social Media models: Hub and spoke frameworkThe “Hub and spoke” model proposes that organisations engage Socialwith a variety of social media presences such as Facebook, user- mediagenerated content, or Twitter. These are all linked by a central siteof engagement which does not need to be a social media site. Thebenefits of this interaction model include: Social Social media media Central • Increasing the opportunities to reach the target audience web site • Respecting audience‟s behaviour by engaging with them on sites where they are already active Social Social • Increasing visibility online by creating a social media media media ecosystem of linked presences • Turning the web site into a hub at the centre of ongoing activityThe online PDJF.org website is to be utilized and maintained inconcert with the overall social media strategy. This website is tobe the central “hub” that allows for overall content sharing. Thewebsite also is the location where users may contribute monetarydonations to the PDJF fund, thus helping achieve overallorganization financial goals. 10
Social Media Tools to UseRECOMMENDATIONPDJF currently supports initiatives in 26 different states across the United States. Basedon the locations with the highest population density and participation in horse racing, it isrecommended that PDJF consider its social media strategy focused towards the followinglucrative racing markets: • Illinois • California • New York • Kentucky • FloridaA market analysis of the most popular social media platforms was performed. Thefollowing social media platforms are recommended for PDJF based on their current onlinecapabilities and relevancy to the horse racing as well as PDJF‟s strategic objectives: • Twitter • Facebook • Flickr • YouTube
Twitter and Reasons for selection Twitter is a healthy, growing community of users that allows for mass appeal and marketing, while simultaneously providing real-time information to users Track new Knowledge Instantaneous Promotions participants sharing responses How Can PDJF Use Twitter? 1. Connect with people and organisations within the horse racing sector 2. Promote upcoming PDJF and horse racing events and tweet from live events (tweet- at-thons) 3. Publish PDJF content (e.g. Media releases, publications, images) 4. Measure statistics around published tweets It is recommended that the Twitter account be monitored several times a day. It is also recommended that the Social Media team tweet on a daily basis initially. If there are high levels of engagement with PDJF followers, tweeting should be adjusted to be more frequent.
Facebook and Reasons for selection Facebook is the leading social media platform, with world-wide exposure and an ever- growing community of users that allows for interactions across segments and incorporates cross-publishing of media content (pictures, videos, surveys, etc.) Attract new Knowledge Ongoing Generate “Buzz” participants sharing conversation feed How Can PDJF Use Facebook? 1. Provide a feed of the latest news updates relating to PDJF and horse racing 2. Createa fan page where information can be posted about news, events, generate buzz with “likes” 3. Allows for engagement with horse racing fans of all ages 4. Generate traffic to charity website: www.pdjf.org It is recommended that the Facebook account be monitored several times a week. Frequency of publishing new content is dependent on the activity within the Facebook community and discovery of interesting new material to post
Flickr and Reasons for selection Flicker is an online photo and video management and sharing application. It is known in the online market for the shared photo content. Photo Knowledge Metrics, Statistics Visual Medium Management sharing How Can PDJF Use Flicker? 1. Embed photos onto PDJF‟s digital platform 2. License photos for appropriate use 3. Measure statistics around uploaded media content It is recommended that the Knowledge and Sharing team monitor the Flickr account on a weekly basis. Specifically, after races and events content should be uploaded. Frequency of publishing new content is dependent on the availability of interesting new photo material to upload .
YouTube and Reasons for selection YouTube is an online photo and video management and sharing application. It is known in the online market for the shared photo content. Free Content Interactive, Visual Accessibility Metrics, Statistics sharing Medium How Can PDJF Use YouTube? 1. Embed videos onto PDJF‟s digital platform 2. Create topic-specific YouTube playlists 3. Annotate videos to make them interactive 4. Measure statistics around uploaded video content It is recommended that the Social Media team monitor the YouTube account on a weekly basis. Frequency of publishing new content is dependent on the availability of interesting new video material to upload or the questions received on the digital platform.
Implementation Timeline for PDJF As PDJF is still relatively new to social media, a phased approach to implementation is recommended to operationalize the social media strategy. This will allow PDJF to implement the various social media platforms in a controlled manner at the appropriate time Horizon 3 Horizon 2 Expand PDJF reach and Horizon 1 Publish richer message content to drive Setup deeper engagement engagement and basicTimeframe 0-6 months 6-9 months 9-12 monthsDescription The focus is on creating all social media With basic levels of engagement PDJF can take the lessons learnt from accounts and beginning engagement with occurring, PDJF will offer richer content the previous 6-9 months to begin the racing communities to drive deeper engagement. 2013 horse market entry into other regions where racing season to kickoff in March (FL, horse racing is popular (Dubai, CA) Europe).Social Media • Twitter (Tweet-a-thons) • YouTube • GroupOnPlatforms • Facebook (Causes) • Pinterest • Other social media platforms in • PDJF.org Blogs international markets (Google +) • FlickerMonitoring • Google Analytics • Google Analytics • Google AnalyticsTools • Charitable contributions 1
Staffing Resourcing requirementsThis social media strategy requires a single full time position, with clear responsibilities because of: • The time sensitive nature of social media interaction – community building and information sharing depends on speedy communication. • User-generated content will require moderation to conform to PDJF guidelines about online interactions, and moderation may need to be performed within a certain timeframe. • The type of content being presented and the user needs, reflected in the Time and Attention Matrix below, indicates a need for frequent, recurring content management, requiring users‟ attention “now” and with a “low” longevity profile of content, leading to higher turnover of content than a traditional website. website X Race Fans Stakeholders 17
Key success factors to enable maximum value from social media initiatives and maindangers to avoid Key success factors Typical pitfalls to avoid Charity ownership and clear objectives Social Media should not be seen as a from the start solution to a specific problem or as a Charity leadership support and visibility technology implementation Involvement of all major business The ultimate ownership of the Social stakeholders including communications, Media initiative should not be spread fundraising, IT, and end users between different departments Identify areas of charity where social Avoid large launch in the early stages. media can have the most direct impact Start small and build and provide clear value Openness and proliferating use of Social Focus on target audience (race fans) Media has led to a number of new brand before rolling out to other constituencies risks. Develop a business case to prove the Providing content of true value to benefits of the Social Media initiative customers may require experimentation and adaptation – and sometimes, it may Establish clear guidelines and provide not be possible to do what they want training to employees
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