The metrics point in the right direction

The reflection part is what determines the next step forward. It guides the guidebook. Here’s what occurred digitally this year and it revolves around three themes – content, personality and relationships. These 3 simple, but often overlooked methods point to positive results, analytics and overall metrics.

Content. I agree with the saying, content is king, but how about an amendment? Engaging, thoughtful, authentic content is king

2011 saw a big shift in the type of content IMS distributed online. Traditionally, press releases were the main focal point of the site. Towards the end of 2010, we began initiating new content, first through the IMS blog as an experiment and then into the forefront of the IMS site. If you look back on our blog, it provided some incredibly successful content case studies – Gasoline Alley Unplugged, live blogging,even a piece on a LEGO replica of IMS. It quickly illustrated a void in the online experience for our fans. Publish more content.

The incredible work of Brian Darrow

In ’11 we began shifting a lot of blog material directly to the main site, mixing together official press releases, news reporting (working with external writers) and informal pieces. We broadened our horizons to post more content related to our events: Indianapolis 500, Brickyard 400 and Red Bull Indianapolis GP. Additionally, we looked to the past and highlighted the history of IMS through photo galleries, the drivers that have raced at IMS events, and mixed that with some modern technology to enable Facebook  comments and instant sharing to your wall. One-way communication now became a dialogue. We are listening to our fans. It’s helping us gauge the type of content embraced by our visitors.

In support of the Centennial running of the Indianapolis 500, we also produced a fan focused micro site called The Greatest 33, that in many ways challenged us to pull together and generate new digital assets – bios, images, audio and video clips. This in turn, fed our main site. Overall, we leveraged content around the IMS brand as a strategy, with the end result being a new, engaging experience for our customers in the online space. In 2012, we’re actually redesigning aspects of the IMS site to help support more content for our visitors, continued two-way dialogue and the tools for us to be more responsive to the ever changing world of motorsports and entertainment.

Some key indicators that helped shape this direction – over 50% increase in overall page views, significant increase in time spent on site, and dramatic growth, reach and engagement via Facebook.

Personality. I can bore you to death my thoughts on giving technology a personality. But on the most basic level, your website should have a personality. Do corporations have personalities? Yes.

Use history or the brand to reveal a personality

Adding personality into the online space was directly tied to integrating content into our online consumer experience. The content itself provided a new personality. Our content spanned a number different areas or immersive experiences and was based on current events, one of our 3 main races races or something more emotive, like history, a Q&A with an expert, live video streaming, or first person authoring. Instead of mandating the personality through static, one-way communication pages, we provided an every-changing, varied perspective on IMS, the events and it’s strong connection to motorsports and entertainment. The overall voice was controlled, but there was a new menu to choose from and the content items offered new, unexpected experiences online that encouraged feedback.

The success of this is reflected in our overall social media growth (specifically Facebook), much higher international traffic when compared to 2010 and a lower bounce rate.

Relationships. Even in the online, digital realm, success comes down to relationships. We looked within and stepped outside, to strengthen our relationships that led to stronger online partnerships, better promotion, improved sponsorship ROI, and importantly new content opportunities. Sometimes that requires a birds eye view.

Sometimes you need a fresh perspective

Leveraging relationships can lead to new online traffic, especially when social media is part of the collaboration – this opens the door for a new (unique) visitor that may not know your brand. This is all easily achieved through cross-promotion, RT’s, Facebook posts, contests and shared emails. Not rocket science, but I don’t think we can ever do a good enough job at this.

Other relationships emphasized content (I’m sure you’re noticing a trend here). We stepped outside of our own world to hire some very good writers, knowledgeable about our history and types of motorsports associated with our different events. They brought a fresh perspective and a different form of credibility. This also shifted the assumed role of the IMS website to integrate current news and events into the existing platform of PR and ticket/event sales. It was a slightly different handshake with out customers.

In the digital space, we focused on improving our relationships and collaborative opportunites with NASCAR, Grand-AM, SPEED, LAT Photography, MotoGP (Dorna), and more. which resulted in, you guessed it, new content for our fans. This was a perfect compliment to our existing relationship to INDYCAR and gave our online visitors new reasons to visit us. We had up-to-date news on racing.

Compelling content added value to someone visiting the IMS website, improved our distribution through social media, and enhanced the overall messaging we communicated via email to our subscribers.

We're trying to bring fans closer to the experience

Our unique views for the IMS site are considerably higher when compared to 2010. It shows we’re on the right trajectory with content, forging partnerships and allowing the company to express itself online.

I’ve not told you anything you probably didn’t know already, or could be gleaned by simply studying the IMS website.We’re essentially using common sense, standard practices and creativity.

What I am very clearly stating, is this: we’ve barely scratched the surface. The infrastructure is there. The interest is there. And the content is there.

What does 2012 look like? That part’s a secret, but I’m very confident.

But here’s one hint. It will be all about our fans.

Like a British postcard - a pint, taxi and The Guardian (sitting in Covent Garden a couple of years ago).

A couple of years ago, I was quoted in a Guardian story about ArtBabble – and although I was pretty proud of that, I was more honored to have made it into The Guardian (because it features the Football section I had come to adore). I’ve been loyally following their coverage for a good 10 years now.

Outside of match reports and general coverage. I quickly fell in love with The Fiver – “Football’s most tea-timely email brought to you by the Guardian’s team of hacks”. Imagine sport reporting brought to you by a team of comedians, surrealists and potentially drunk or hungover journalists.

But importantly, despite the tongue-in-cheek commentary at times, I quickly built a strong connection to the writer’s – Amy Lawrence, Louise Taylor, Barry Glendenning, even David James (who thought a goalkeeper could write so well?). The minute-by-minute match reports are usually better than watching the real thing. An example of Mr. Glendenning’s match coverage from England’s recent match against Sweden.

Despite having already had to change out of a blood-stained shirt and have a cotton wool bung stuffed up each nostril, Sweden midfielder Pontus Wernbloom is still gushing blood from his nose. He sticks out a tongue, licks some claret from his top lip and smiles. If anyone on the pitch is a vampire, I think it might be him.

As someone that regularly works with motorsports journalists – I really do appreciate good sports writing. It can be elusive.

It’s possible to get completely lost in the Guardian Football site for hours each day, while at work (I did in a past job). There is so much to discover, all ping ponging between credibility and hilarity – The Gallery, YouTube Classics, The Rumour Mill, The Knowledge, The Secret Footballer and much more. Including Our Favourite Things of the Week – a scan of what other football websites are up to. I’m still hoping my Perfect Penalty Kick makes it one day.

Their transition from a paper publication into the digital realm has been impressive. And nothing makes this point clearer than their Chalkboards feature. It takes game analysis to the next level. Here’s an example – Blackburn Rovers vs. Queens Park Rangers on October 15 of this year, analyzing the number of tackles. No surprise, it was a hard fought 1-0 win for Blackburn (and probably boring). See below.

 by Guardian Chalkboards

It’s impressive to say the least, and smart use of technology. What I love about The Guardian, is that they surround useful technology with exceptional content. It’s a model everyone should follow. It always comes down to the quality of the content, the story and writers. Adding in bells and whistles, only works when it points back to this. It’s something I’m trying to emulate at the Indianapolis Motor Speedway.

So – whether you love or hate The Beautiful Game, at least take a look at Guardian Football. You’ll at least see how to operate successfully in the digital space.

They’ve scored (sorry about that pun).

A cannoli from Rome

So of course I took this sugar appreciation to the next level. I created a Flickr group.

It’s simply called Cannoli, and you can access it, here. I started this group almost three years ago during a long layover at La Guardia airport. I adore Flickr and I was thinking of creating a group that would be fairly unique. Surprisingly, cannoli was available. I formed it and searched through Flickr looking for cannoli images, but not finding many. I invited as many as I could to the new group.

From Flickr user lismi171

There a reason I’m writing about Flickr. I started my new job at the Indianapolis Motor Speedway this week and I’ve been thinking a lot about digital content and online outlets – such as Flickr, and I’ve already started devising some unique approaches for involving Flickr in our online strategies – specifically how we can engage fans in innovative ways. Stay tuned for updates on IMS and the online arena (especially Flickr sets and groups). But back to the cannoli (wiki definition, here).

Since the group launched, the number of cannoli images has increased dramatically. I spent part of tonight viewing some of the images, selecting my favorites and inviting them to join this group. It’s already growing. I like Flickr for this reason. It’s members are committed, community-driven and willing to participate. Not to mention the talented photographers.

The cannoli is a simple yet complicated dessert. It’s delicate and robust. It’s crunchy yet soft. It’s like life.

So enjoy my dorky Flickr group, upload some images and in the words of Peter Clemenza:

“Leave the gun. Take the cannoli.”