The document summarizes the results of a social media marketing campaign for HorseRacingJones.com run from October 16 to November 5, 2011. Key goals were to build brand awareness, drive buzz during the Breeders' Cup, and grow the lead database. The campaign utilized Facebook, advertising, email marketing, and content development. Facebook insights showed increases in likes, reach, and engagement over the period. Email blasts successfully drove traffic to landing pages and grew the lead database as measured by form submissions.

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. 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
Campaign Goals and Objectives
Horse Racing Jones Social Media Marketing Campaign

3. Horse Racing Jones 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
Implementation Plan
Horse Racing Jones Social Media Marketing Campaign

4. Horse Racing Jones Social Media Marketing Campaign
Reach and Frequency
User Activity / Campaign Posts
Facebook Ad Performance
Email Marketing Performance
Growth of Lead Database
Performance Overview
How Do You Know it Worked?
Horse Racing Jones Social Media Marketing Campaign
* 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.
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5. FACEBOOK PERFORMANCE OVERVIEW

6. 10/29/11* – 11/5/11
Insights > Overview
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.
* Insights detailed on this page depict one week lead to Breeders’ Cup only
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.
Number of posts: The size of the bubbles represents the number of posts your Page published each day.
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
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50K
60K
70K
80K
90K
10K
20K
30K
40K
Campaign/ Email Blast 1A
Campaign/ Email Blast 1B
Campaign/ Email Blast 2
Campaign/ Email Blast 3
Campaign/ Email Blast 4
Facebook Ad Launched
** Percent increase depicts one week lead to Breeders’ Cup compared to exact same time frame for previous week
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7. Campaign/ Email Blast 1A
Campaign/ Email Blast 1B
Campaign/ Email Blast 2
Facebook Ad Launched
Campaign/ Email Blast 3
Campaign/ Email Blast 4
10/16/11 – 11/5/11
Insights > Overview > Users

8. 10/16/11 – 11/5/11
Insights > Overview > Users

9. 10/16/11 – 11/5/11
Insights > Overview > Users

10. 10/16/11 – 11/5/11
Insights > Overview > Users

11. 10/16/11 – 11/5/11
Insights > Overview > Users

12. 10/16/11 – 11/5/11
Insights > Overview > Users

13. REACH AND FREQUENCY CONTENT

14. All Page Content 10/16/11 – 11/5/11
Insights > Users > Reach and Frequency

15. Insights > Users > Reach and Frequency
All Page Content 10/16/11 – 11/5/11

16. Insights > Users > Reach and Frequency
All Page Content 10/16/11 – 11/5/11

17. Insights > Users > Reach and Frequency
All Page Content 10/16/11 – 11/5/11

18. Insights > Users > Reach and Frequency
All Page Content 10/16/11 – 11/5/11

19. REACH AND FREQUENCY POSTS

20. Insights > Users > Reach and Frequency
Posts 10/16/11 – 11/5/11

21. Insights > Users > Reach and Frequency
Posts 10/16/11 – 11/5/11

22. Insights > Users > Reach and Frequency
Posts 10/16/11 – 11/5/11

23. Insights > Users > Reach and Frequency
Posts 10/16/11 – 11/5/11

24. Insights > Users > Reach and Frequency
Posts
10/16/11 – 11/5/11

25. VISITS TO YOUR PAGE

26. Insights > Users > Reach and Frequency
Overview
10/16/11 – 11/5/11

27. Insights > Users > Reach and Frequency
Page Views
10/16/11 – 11/5/11

28. Insights > Users > Reach and Frequency
Unique Visitors
10/16/11 – 11/5/11

29. WHO IS TALKING ABOUT YOU

30. Insights > Users > Who Is Talking About You
Demographics
10/16/11 – 11/5/11

31. Insights > Users > Who Is Talking About You
How People Are Talking: All Stories
10/16/11 – 11/5/11

32. Insights > Users > Who Is Talking About You
How People Are Talking: All Stories
10/16/11 – 11/5/11

33. Insights > Users > Who Is Talking About You
How People Are Talking: Page Likes
10/16/11 – 11/5/11

34. Insights > Users > Who Is Talking About You
How People Are Talking: Page Likes
10/16/11 – 11/5/11

35. FACEBOOK AD PERFORMANCE

36. AD PERFORMANCE
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
CTR Clicks Impressions
10/30/11 – 11/5/11

37. AD PERFORMANCE
Facebook Ad Performance
Detailed Campaign Overview
10/30/11 – 11/5/11

38. EMAIL MARKETING

39. Horse Racing Jones Social Media Marketing Campaign
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
*CTA: Sign up for more information about our Breeders’ Cup Online Seminar and receive a free BC Classic Betting Guide
27% Opens / 26% CTR**
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 form with one, single call-to-action.
In partnership with PHANTOM POWER
** 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
NOTE: Database figures reflect those numbers prior to distribution Database can shrink as a result of Bounces and/or unsubscribe requests
* CTA: Call-to-action The one clearly defined act you want your recipients to take
Growth of Lead Database: PHANTOM POWER Sourced Database
Email Marketing
Performance with eMarketeer Integration

40. Horse Racing Jones Social Media Marketing Campaign
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**
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 form with one, single call-to-action.
In partnership with PHANTOM POWER
** 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
NOTE: Database figures reflect those numbers prior to distribution Database can shrink as a result of Bounces and/or unsubscribe requests
* CTA: Call-to-action The one clearly defined act you want your recipients to take
Email Marketing
Performance with eMarketeer Integration

41. Horse Racing Jones Social Media Marketing Campaign
Campaign 3: Download Your Complimentary Breeders’ Cup Classic Betting Guide
Database (63) 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**
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 form with one, single call-to-action.
In partnership with PHANTOM POWER
** 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
NOTE: Database figures reflect those numbers prior to distribution Database can shrink as a result of Bounces and/or unsubscribe requests
* CTA: Call-to-action The one clearly defined act you want your recipients to take
Growth of Lead Database: eMarketeer Data Capture Activities
Email Marketing
Performance with eMarketeer Integration

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