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Permanently Disabled Jockey Fund
A Social Media Roadmap
Roger 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
Permanently Disabled Jockey Fund – Social Media Use Today
PDJF is involved with social media, but lacks strategic design and thus is not particularly effective in terms of user interactions to achieve organizational goals
PDJF – Online Portal
Currently, an online presence is primarily maintained and executed using traditional Web 2.0 website
The Roadmap Going Forward
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
Guiding Principles
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
PDJF Social Media Program Goals
Increase social cause awareness
and charitable donations
Enhance sport andrace fan relationships
Increase charity transparencyand operational efficiencies
Foster creativity, innovation,and collaboration
Leveraging the Guiding Principles, 3 clear objectives emerge of the revamped social media initiatives that lead to the ultimate goal of increased awareness
The Social Media Opportunity
Social Media Enables… Opportunities Risks
Communication • More casual forum to receive information • Users may not trust the source
Connection • Similarly impacted users can connect to build camaraderie
• Users may “band together” to challenge decisions
Customization• Specific information can be disseminated to customized
groups• Users can self-select the data they want to receive
• Requires maintenance of information relevant to multiple audiences
Collaboration • Discussions around tips/tricks develop organically• Users can collaborate to solve problems
• Unapproved “workarounds” can spread quickly
Collection • Feedback can quickly be collected through surveys and forums
• If feedback is not acted on, users may use social media to express their discontent
Social media provides a unique opportunity to make mass communication interactive, however, the opportunities come with inherent risks
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 up2.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
Social media spans a range of technologies, platforms and styles of communication. It has deceptively low barriers to engagement, but high barriers to actual success.
For social media engagements to work, they need to be based upon a solid structure 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
These two models have been chosen because together, they combine an understanding of users’ information needs and capabilities with a targeted approach to organizing engagement.
The models are describe in greater detail on the following 2 slides.
Central web site
Social media
Social media
Social media
Social media
Social media
Time and Attention Matrix
Hub and Spoke Model
Sources: Idea Kitchn, Deloitte research
8
Social Media models: Time and attention matrix
Different social media technologies are suited to different types of content and user behaviour, depending on content longevity and attention. This matrix shows the most appropriate technologies 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 that social media approach address the limitations of live events. However, long term user engagement is also necessary to continually build and maintain community of users.
9
Social Media models: Hub and spoke framework
The “Hub and spoke” model proposes that organisations engage with a variety of social media presences such as Facebook, user-generated content, or Twitter. These are all linked by a central site of engagement which does not need to be a social media site. The benefits of this interaction model include:
• Increasing the opportunities to reach the target audience
• Respecting audience’s behaviour by engaging with them on sites where they are already active
• Increasing visibility online by creating a social media ecosystem of linked presences
• Turning the web site into a hub at the centre of ongoing activity
The online PDJF.org website is to be utilized and maintained in concert with the overall social media strategy. This website is to be the central “hub” that allows for overall content sharing. The website also is the location where users may contribute monetary donations to the PDJF fund, thus helping achieve overall organization financial goals.
Central web
site
Social media
Social media
Social media
Social media
Social media
10
Social Media Tools to Use
RECOMMENDATION
PDJF currently supports initiatives in 26 different states across the United States. Based on the locations with the highest population density and participation in horse racing, it is recommended that PDJF consider its social media strategy focused towards the following lucrative racing markets:
• Illinois
• California
• New York
• Kentucky
• Florida
A market analysis of the most popular social media platforms was performed. The following social media platforms are recommended for PDJF based on their current online capabilities and relevancy to the horse racing as well as PDJF’s strategic objectives:
• 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
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.
Track new participants
Knowledge sharing
Instantaneous responses
Promotions
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.)
How Can PDJF Use Facebook?
1. Provide a feed of the latest news updates relating to PDJF and horse racing
2. Create a '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
Attract new participants
Knowledge sharing
Ongoing conversation feed
Generate “Buzz”
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.
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 .
Photo Management
Knowledge sharing
Metrics, Statistics Visual Medium
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.
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.
AccessibilityFree Content
sharingMetrics, Statistics
Interactive, Visual Medium
Implementation Timeline for PDJF
16
Horizon 1
Horizon 2Horizon 3
Setup engagement and
basic
Publish richer content to drive
deeper engagement
Expand PDJF reach and message
Timeframe 0-6 months 6-9 months 9-12 months
Description The focus is on creating all social media accounts and beginning engagement with the racing communities
With basic levels of engagement occurring, PDJF will offer richer content to drive deeper engagement. 2013 horse racing season to kickoff in March (FL, CA)
PDJF can take the lessons learnt from the previous 6-9 months to begin market entry into other regions where horse racing is popular (Dubai, Europe).
Social Media Platforms
• Twitter (Tweet-a-thons)• Facebook (Causes)• PDJF.org Blogs• Flicker
• YouTube• Pinterest
• GroupOn• Other social media platforms in
international markets (Google +)
Monitoring Tools
• Google Analytics • Google Analytics • Google Analytics• Charitable contributions
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
This 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.
Staffing Resourcing requirements
17
website X
Race Fans
Stakeholders
Key success factors to enable maximum value from social media initiatives and main dangers to avoid
Key success factors
Charity ownership and clear objectives from the start
Charity leadership support and visibility
Involvement of all major business stakeholders including communications, fundraising, IT, and end users
Identify areas of charity where social media can have the most direct impact and provide clear value
Focus on target audience (race fans) before rolling out to other constituencies
Develop a business case to prove the benefits of the Social Media initiative
Establish clear guidelines and provide training to employees
Typical pitfalls to avoid
Social Media should not be seen as a solution to a specific problem or as a technology implementation
The ultimate ownership of the Social Media initiative should not be spread between different departments
Avoid large launch in the early stages. Start small and build
Openness and proliferating use of Social Media has led to a number of new brand risks.
Providing content of true value to customers may require experimentation and adaptation – and sometimes, it may not be possible to do what they want