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Social Media Plan:
Tom Amoss Racing Stables
By Hayley Amoss
What is the organization?
 Thoroughbred horse training
operation run by trainer Tom
Amoss
 Trains primarily in Kentucky
...
What does the organization offer?
Publics and Image
 2 Sets of Publics
 The Owner- Upper-
class, male, educated, 50+
years old
 The Fan- Middle-
class, m...
Strengths
 Has a strong and supportive client
base that’s willing to speak on Amoss’
behalf
 Strong PR as the country’s ...
Weaknesses
 Challenge to obtain contact
information
 Refuses to have more then
30 clients, prefers barn with
less then 8...
Social Media Plan: Goal
 We want to build Tom
Amoss Racing Stables’ fan
base by increasing the
organization’s internet
pr...
Objectives: Informational
 We want our audience to know what’s happening at Tom
Amoss Racing Stables
 Create Facebook Pa...
Objectives: Attitudinal
 We want our audience to perceive Tom Amoss as a
relatable hero in the horseracing world.
 Write...
Objectives: Behavioral
 We want to create brand ambassadors for Tom Amoss
Racing Stables.
 We have to give our audience ...
Strategies
 Our first, and primary goal is to create a central
location for information on Tom Amoss Racing Stables.
 Th...
What’s to be shared and when?
 Key sharing topics for Amoss’ social media are
 End of the year racing statistics
 Any u...
Evaluation
 We will evaluate our overall internet presence using
Klout
 Research the use of Tom Amoss across the interne...
Stewardship
 Surprise the strongest brand ambassadors, those who
retweet/tweet about Amoss the most or share his
content ...
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Tom amoss racing stables

  1. 1. Social Media Plan: Tom Amoss Racing Stables By Hayley Amoss
  2. 2. What is the organization?  Thoroughbred horse training operation run by trainer Tom Amoss  Trains primarily in Kentucky and Louisiana  Been in operation since for 27 years, since 1987  Nearing it’s 3,000 career win and $78 million in earnings  Amoss currently trains 80 plus thoroughbreds for 28 clients
  3. 3. What does the organization offer?
  4. 4. Publics and Image  2 Sets of Publics  The Owner- Upper- class, male, educated, 50+ years old  The Fan- Middle- class, male, educated, 40+ years old  Current Image  Intelligent  Successful  Down-to-earth
  5. 5. Strengths  Has a strong and supportive client base that’s willing to speak on Amoss’ behalf  Strong PR as the country’s only horse trainer that currently trains and works part-time as a racing analyst for the TVG Network’s “The Works.”  Statistics:  In 2013, Amoss has the highest win percentage in the country with 31% out of the top 75 trainers by earnings  He also finished 7th by number of wins with 192 and 14th by earnings with $6.4 million
  6. 6. Weaknesses  Challenge to obtain contact information  Refuses to have more then 30 clients, prefers barn with less then 80 horses  Lack of Internet presence  No website  No social media accounts  5/5 of Tom Amoss Racing Stables top competing trainers all have a website, 4/5 have a Facebook page, 3/5 have a twitter account
  7. 7. Social Media Plan: Goal  We want to build Tom Amoss Racing Stables’ fan base by increasing the organization’s internet presence
  8. 8. Objectives: Informational  We want our audience to know what’s happening at Tom Amoss Racing Stables  Create Facebook Page  Link articles on Tom Amoss, share videos of Amoss on “The Works,” post status updates on huge wins  Create a website with a news feed  Have links on the site to inform publics on the stable’s racing statistics, contact information, history, career highlights, upcoming races and top horses.  In the far future, create Twitter account  Educate Amoss on how to properly operate Twitter and encourage him to obtain intern to be in charge of all social media
  9. 9. Objectives: Attitudinal  We want our audience to perceive Tom Amoss as a relatable hero in the horseracing world.  Write and publish feature story on Tom Amoss  Promote Amoss’ TVG appearances on social media  Inform social media audience of Amoss’ “Rags-to-Riches” stories  Delauney, was claimed (bought immediately from a race) for $50,000 and was the 2013 top sprinter in the country  Sum of the Parts, bought as a two-year-old for $20,000 , went on to win multiple graded stakes races and sold in a private sale to a breeder in Japan at the end of 2013  Unlike the average horseman, Amoss had no racing background so he worked his way up  Hotwalker, groomer, training assistant, vet assistant
  10. 10. Objectives: Behavioral  We want to create brand ambassadors for Tom Amoss Racing Stables.  We have to give our audience access to material they can share  Must create website and social media accounts  Release press releases quarterly on Tom Amoss Racing Stables status  Share photos of the stable’s best horses  Share Amoss’ background and career highlights
  11. 11. Strategies  Our first, and primary goal is to create a central location for information on Tom Amoss Racing Stables.  This is done by creating a website, Facebook page and twitter account  We must first establish an internet presence before the organization can pursue anything else  Once the accounts and website are stable, we will encourage audience engagement by providing material for them to share, and responding to our audience’s comments
  12. 12. What’s to be shared and when?  Key sharing topics for Amoss’ social media are  End of the year racing statistics  Any upcoming G1 races (Derby, Preakness, etc)  Allowance and stakes winners  Welcoming new clients  Entertaining “The Works” clips  Articles written on Amoss  Trainer title wins  Horse picks for G1 races  Updates on the stable’s most popular horses, and how they are training
  13. 13. Evaluation  We will evaluate our overall internet presence using Klout  Research the use of Tom Amoss across the internet  Set Google Alert, use Peerindex  Check if website and Facebook are updated 1 a week, Twitter should have something 3 times a week  Were there at least 2 press releases sent out every 3 months= 8 press releases a year  Are people sharing the material? Check the number of re- tweets using TweetReach  Evaluate how often Amoss utilizes Hootsuite to release material
  14. 14. Stewardship  Surprise the strongest brand ambassadors, those who retweet/tweet about Amoss the most or share his content on their own social media, with a back-of-the- track tour by Tom Amoss  Very simple to accomplish, but an awesome experience for fans

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