1. Permanently Disabled Jockey Fund
A Social Media Roadmap
Roger LaBeck
Larry Marshall

2. 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

3. 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

4. PDJF – Online Portal
Currently, an online presence is primarily maintained and executed using traditional Web
2.0 website

5. 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

6. 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

7. The Social Media Opportunity
Social media provides a unique opportunity to make mass communication interactive,
however, the opportunities come with inherent risks
Social Media
Opportunities Risks
Enables…
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 challenge
Connection
camaraderie decisions
• Specific information can be disseminated to customized
• Requires maintenance of information relevant
Customization groups
to multiple audiences
• Users can self-select the data they want to receive
• Discussions around tips/tricks develop organically • Unapproved “workarounds” can spread
Collaboration
• Users can collaborate to solve problems quickly
• Feedback can quickly be collected through surveys and • If feedback is not acted on, users may use
Collection
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

8. Social Media models Time and Attention Matrix
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 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 Social
approach to organizing engagement. media
The 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
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9. 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.
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10. Social Media models: Hub and spoke framework
The “Hub and spoke” model proposes that organisations engage Social
with a variety of social media presences such as Facebook, user- media
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: 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
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.
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11. 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:
• Twitter
• Facebook
• Flickr
• YouTube

12. 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.

13. 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

14. 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 .

15. 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.

16. 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
basic
Timeframe 0-6 months 6-9 months 9-12 months
Description 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 • GroupOn
Platforms • Facebook (Causes) • Pinterest • Other social media platforms in
• PDJF.org Blogs international markets (Google +)
• Flicker
Monitoring • Google Analytics • Google Analytics • Google Analytics
Tools • Charitable contributions
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17. Staffing Resourcing requirements
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.
website X
Race Fans
Stakeholders
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18. Key success factors to enable maximum value from social media initiatives and main
dangers 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