By Amie Karlsson
More and more businesses in the thoroughbred industry are using social media to strengthen their brand and reach out to current and potential customers and clients. Aline Giraud, Marketing Director at the Aga Khan Studs, shares her insights on their strategies for social media marketing.
TDN: What are the benefits of social media marketing for trainers and other businesses in the Thoroughbred industry?
AG: Social media has evolved significantly as a communication tool in recent years and this has shaped the way people source information. For us at the Aga Khan Studs, our social media platforms (Twitter and Facebook) have provided an outlet to share information directly with a wide audience of both clients and fans. Social media has given us the opportunity to tell the stories of the horses that are bred and raced by H.H. the Aga Khan and to share behind the scenes moments that give an exclusive insight into the everyday life of the horses at the Aga Khan Studs. For example, our followers have seen images of Ervedya as a foal, as a racehorse and now as a broodmare. Social media also enables us to connect with our partners, clients and fans, to interact with them, highlight their successes and support them in promoting their horses.
From a more general point of view, social media creates audience engagement with racing fans and enthusiasts. In both France and Ireland, the two countries where the Aga Khan Studs is most active, flat racing needs to attract more fans, which is difficult when flat horses have such short careers. Sharing behind the scenes moments helps to increase audience engagement and the posts put the horses first. Social media also gives direct access to a younger audience which is a key target for the sport in both countries.
TDN: What social channels do you prefer, and what type of content do you post on each platform?
AG: We have a wide audience of 13,800 followers on Twitter which has the advantage of providing live and instantaneous information. The Aga Khan Studs Facebook page was created more recently and has about 8,000 followers. This media allows us to give more in depth information and generates more interactions. For example, a video we shared on Harzand and the Aga Khan Derby winners was viewed 74,000 times on Facebook; reaching this audience would not have been possible with only our website. Both these social media platforms have participated in giving a modern edge to a traditional, family operation.
TDN: Do you look at other organisations, inside or outside the racing world, for inspiration?
AG: We look at stud farms, sales companies, newspapers, racing organisations. We find that each company has their own identity and some do a fantastic job at promoting their activities and horseracing in general. We also follow our clients who are active on social media, whether they have used an Aga Khan stallion or bought a horse from us, and it allows us to keep up to date with their activities.
Looking at organisations outside of the horse industry is always a good source of inspiration. I find that social media and the way it is being used is constantly evolving and we strive to provide content that is of interest to our followers.
TDN: How do you measure success? Can you convert social media followers into new owners?
AG: Success could be measured in two ways: the number of times a message has been seen, liked, shared, interacted with, etc. but what is more important, is whether it has an impact with our audience and if it allows us to create a connection with our customers and fans. Their direct feedback is highly valuable in assessing this.
TDN: What are the biggest mistakes to avoid making?
AG: We dread making any kind of content mistake in the name of a person, of a horse, a fact or grammar!
TDN: Going forward, what social media trends are you looking forward to?
AG: Giving more insight into racing and breeding, telling the stories of the horses and the people who take care of them, there are so many beautiful stories in racing and social media is the perfect way to share this content.
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