UCHS Analytics 2017 Sponsors

2017 Social and Digital Media Review

2017 Digital Implementation The Upperville Colt & Horse Show has a strong and growing online presence and it increased engagement by adding new programs and platforms 2017.

• Facebook Live • Livestream Enhanced coverage • Facebook, Snapchat, Twitter, and Instagram

2017 Website Traffic • Increase of 6,700 Unique Visitors • 126,000 Total Page Views • 47% Mobile, 41% Desktop, and 12% Tablet use in June • 53% Direct, 34% Google • Most Popular Pages: Home, Photography/Videos & Live

2017 Website Traffic • 126,000 Total Page Views • Upperville.com is a vibrant site, visited regularly as a source for information, entries, photos, videos and livestream

• Most Popular Pages: Home, Photography/Videos & Live • Sponsorship opportunities on individual pages, portals & videos

Livestream • Achieved impressive viewers and retention (24 min average watch time) & drove significant traffic to Upperville’s website & Facebook page.

• 878,358 Total Minutes Viewed and 74,296 Total Unique Views in 2017 • FB Live – 37,673 views. *Note, FB Live was turned on late in the week and for limited periods of time

• Sponsorship opportunities available for the 2018 Livestream

Total Livestream data for Live, Recorded, and FB Live

Livestream: FB Live • • • •

FB 37,673 Total Views 36,658 Unique Views 27,588 Minutes Viewed Most Views on June 11

• *Note - FB Live was activated Friday-Sun & only for limited blocks of time • “FB Live videos are viewed 3x longer and commented on 10x more than non-live videos"

Livestream: FB Live Engagement Example of one post • • • •

4 hour run time 225,515 people reached 11,310 views 3,604 post clicks

*FB Live was activated Friday-Sun & only for limited blocks of time *“FB Live videos are viewed 3x longer and commented on 10x more than non-live videos"

Livestream data excluding FB Live

Facebook • “1.28 billion people log onto Facebook daily active users for first Quarter of 2017, represents an 18% increase year over year,” according to Facebook in May 2017 • 1.49M unique impressions in the month of June • Organic Reach of top one-day reach increased by 427,951 • The number of posts was lower this year, but engagement and reach was higher • 62,744 unique engagements with the UCHS FB page in June • In 2017, the FB Page received 41/42 ‘5’ Star Ratings

Facebook – ‘Real Time Rides’ • Upperville shared video clips in real time across social media platforms: FB, Twitter, Snapchat

“Video on social media generates 1200% more shares than text and images combined”

• These clips are typically shared frequently and reach a wide base of viewers

Opportunities for sponsorship of ‘Real Time Rides’

Facebook

Snapchat Geofilter • 81,200 Views: People who did not attend the show, but who saw the Upperville Geofilter.

• 2,700 Impressions: People who viewed the customized filter when swiping through available filters.

• 1,700 Conversions: People used the Geofilter and sent it to friends.

• Sought after demographic: More than 60% of U.S. 13 to 34-yearold smartphone users are Snapchatters • Upperville Geofilter was only active 7am Thursday-6pm Sun

* Customizable Snapchat filter available in a particular geographic location.

Instagram • Instagram has over 500 million active monthly users, making it a very important social media platform.

• The Upperville Colt & Horse Show page has 3530 Followers, 3,370 Total Post Likes, and 3,569 Total Video Views

Twitter

Twitter

Partnership with US Equestrian Network • The US Equestrian Network simulcast our Live videos on their website, posted our clips on Twitter and sent out mailings to their members • USEF included information about the prize list, full coverage, and class schedule leading to more content views.

• The partnership with USEF also led to 792 Impressions on our Vimeo page

Partnership with StreamHorse TV

• Home Page Banner Ad on StreamHorseTV.com directing viewers to upperville.com • StreamHorse TV also included a GIF banner ad on their site during the week of the show.

StreamHorse TV

• Vimeo Video ‘Upperville In A Minute’ Embedded on Home Page • Video includes a strong Call-toAction directing viewers to more UCHS content

Analytics Wrap-Up 2017 Statistic Successes • Quality, targeted posts led to high levels of engagement on Facebook, Instagram and Twitter pages, demonstrating sustainability and quality of content and a dedicated fan base.

• Snapchat Geofilter - First time use and it was a huge success, garnering 81,200 views and reaching a younger demographic • Livestream analytics increased, especially with incorporation of FB Live • Upperville.com website traffic is greater for the month of the event as compared to 2016 • Successful Partnership & PromoCons with US Equestrian Network and Streamhorsetv.com

Looking Ahead • Digital content and reach has vastly increased over the past two years.

• Opportunities to monetize content: Facebook Live Ads, Facebook Branded Content, Influential Bloggers or Affiliate Marketing • Opportunities to increase reach of digital content: Email marketing, social media posts throughout the year, and expansion of YouTube channel.

• The Upperville Colt & Horse Show has a beautiful history and an even brighter future in the digital age.