Get Your Engagement Racing with Sitecore & Social Media Integration

November / 8 / 2012

Sitecore and IndyCar
Sitecore & Terralever

Agenda 01 Introductions
02 IndyCar Project Goals
03 Why Sitecore
04 User Experience & Social Media
05 Results
06 Q&A

Sitecore: Global Presence
With Over 300 Employees Around the World

Sitecore: Over 2,800 Customers
Powering more than 30,000 websites

Sitecore: Recognized Industry Leader
For Innovation, User Experience and Technical Architecture

Gartner Group
“The usability of Sitecore’s offering continues to be one of the best
within the market and is highly acclaimed by the many different user
types that work with the solution.”

CMSWire
“Sitecore has done an excellent job of building a WEM-enabled platform
that often produces dramatic results for Sitecore customers.”

Forrester Research
“Sitecore has the best mobile deployment capabilities of any CMS we
have reviewed.”

IndyCar Project Goals

Create a premium online fan experience
• Provide news and information about events
• Educate both new and established fans
• Increase the number of unique web visitors

Drive fan engagement
• Encourage communication via social media
• Open dialog in a transparent way
• Connect users to teams and drivers
• Promote breaking news stories worthy of comment

Why Sitecore
Maximize Results... Minimize Risks

Maximize Marketing Effectiveness
1 Insure you are driving high value visitors to your website
and that you are investing in the right marketing tactics..

2 Maximize Customer Engagement
Deliver Targeted, Personalized Relevant
Customer Experiences Across Digital Channels

3 Maximize Conversions
Continually improve your eBusiness tactics,
conversion activities, web forms, landing pages,
and messaging to maximize results.

4 Maximize Operational Efficiency
Fully integrate your business systems, streamline
operations, and maximize resource effectiveness.

5 Minimize Risks
Sitecore is a proven industry leader in our solutions,
customer support, and overall corporate stability

Starting Point

News Site Experience
• Excessively granular main nav
• Monochromatic styling
• Visually weak race promo
• Premium position ceded to ads
• Very limited engagement
• Lack of social integration

IndyCar Special Considerations

Performance and Features
• Ability to customize site structure/behavior extensively
• Ease of integration (e.g. race results)
• Content management and maintenance workﬂows
• Multi-device support
• Design and UX ﬂexibility

Reliability and Support
• Handle spikes of race-day site traffic (e.g. caching and clustering)
• Availability of training and vendor support
• Availability of documentation and active support forums

Facebook’s (New) Challenges

Facebook Trends
• Overall growth of the Facebook population continues
• Desktop use plateauing or receding (receding in mature markets, including the US)
• Strong growth in mobile usage
• The amount of information competing for Newsfeed Impressions continues to rise

Facebook, the Public Company
• Facebook is accountable to its shareholders for growth and ﬁnancial performance
• Facebook’s revenue is driven by advertising dollars

An Interesting Paradigm
• There is far more information available for the average Newsfeed than could ever be consumed
• Mobile is on the rise, but mobile offers less real estate for advertising
• Facebook derives proﬁts from advertising

Facebook’s September Update - What Happened!?

“We made an update to the ranking algorithm to improve user engagement and
reduce spam. This is beneﬁcial to the platform overall as increased
engagement and higher quality content are good for the ecosystem.”

Facebook’s September Update - What Happened!?

“We made an update to the ranking algorithm to improve user engagement and
reduce spam. This is beneﬁcial to the platform overall as increased
engagement and higher quality content are good for the ecosystem.”

“We have seen quite a large fall off (40-50%) [in impressions] globally across all
of our clients pages ranging from 10k - millions of fans.”
- Zach Welch, Social Bakers

“Organic Reach -25% change, Viral Reach -45% and Engagement/Fan -17%”

- Chad Wittman, EdgeRankChecker

Performing While the Rules are Changing

The challenges for Brand Pages will continue on Facebook. Rumors have stated
that Facebook is internally trying to reach 80% organic content and 20%
sponsored (Facebook Ads) in the Newsfeed.

What Can be Done to Encourage Acquisition Off of Facebook
• How can we acquire more Fans beyond Facebook’s borders?

What Can be Done to Encourage Visibility and Engagement Off of Facebook
• How does content published from beyond Facebook perform?
• How can we encourage users push content onto Facebook from a .com?
• Why do most implementations only perform marginally?

Beneﬁts of a Correct Facebook Like Offsite Integration

Low Effort
• Implementing Like buttons and Open Graph tags correctly is generally a one-time activity

High Visibility
• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)

Generates Traffic back to Site
• Return rate of visitors from Facebook to one’s website is signiﬁcant

Advocacy
• Site visitors take the action that creates stories on Facebook
• Stories visible to their friend network - trusted source

• Far different than a Brand posting from a fan Page

Like 119k Search this site

RACE RECAPS: TEAM PENSKE
STARTS SEASON WITH BANG
Helio Castroneves (above) saluted Dan Wheldon after winning
the 2012 season opener on the streets of St. Petersburg. Team
Penske teammate Will Power won the next race at Barber
Motorsports Park.

Race recaps: Team Penske In their own words: De An Open Letter from Jeff In their own words: Carpenter's Looking in the Lights: Oliver
starts season with bang Silvestro's season review Belskus season review Webb

NEXT RACE: 137DAYS 10HRS 38MINS 57SECS

Mar 22 - 24
In their own words: Kimball's season review 12:00 AM ET
KV Racing Technology signs de Silvestro for 2...
Honda Grand Prix Of St.
Petersburg
Bernard steps down as INDYCAR CEO
Live Broadcast
Alongside Hunter-Reay: Long fight to get back

Notes: INDYCAR promoters make World Series wa... Purchase Tickets

Alongside Hunter-Reay: Never gave up on dream
Live Timing & Scoring
Franchitti, Jones help give Hildebrand ready to cheer on Giants in World ...
SEMA a taste of Indy 500 Download Weekend Stats & Info
Alongside Hunter-Reay: The confidence factor
Indy 500 winners Dario Franchitti, left, and Parnelli
Jones visited the SEMA Show in Las Vegas.
PREVIOUS EVENT:
View All INDYCAR News
Sep 15
Auto Club Speedway

Race Winner:
Ed Carpenter

Box Score

TOP 3 OVERALL
1ST 2ND 3RD

ROAD COURSE

OVAL TRACK

CHAMPIONSHIP Ryan Hunter-Reay -- Will Power -- Scott Dixon --
Andretti Autosport Team Penske Target Chip Ganassi Racing

Series champ Hawksworth
ready for next challenge
Star Mazda champion Jack Hawksworth (right) took
on the role of driver coach for Ryan Tveter in the
Team Pelfrey car in the season finale. Armed with
the half-million dollar Mazda Road to Indy
scholarship, he's looking forward to competing in
Firestone Indy Lights in 2013.

Champion Hunter-Reay INDYCAR Down Under: Proving ground: Indy test 'INDYCAR 36' goes behind
talks about new car Differences between cars provides opportunities scenes with Newgarden Your Email Address
01:36 03:04 02:55 22:31

Follow

@IndyCar 2 hours ago @IndyRacingWire 1 min ago

Who can forget @H3lio's salute to "Dan #IndyCar EJ Viso seeking sponsors,
Wheldon Way" after his victory at planning return to IndyCar
@GPSTPETE? We take a look back: http://t.co/PNYcxvCs #IndyCarNation
http://t.co/gfHYEk0X #IndyCar

@OWROnline 31 mins ago
@IndyCar 2 hours ago Mario Andretti comments on #indycar
RT @FollowAndretti: #DidYouKnow if #indycar2012 politics.
@RyanHunterReay had to pick any http://t.co/JvhpwGRR Share your
celebrity (who is not already in politics) views.
to be the next president, it would be
Chuck Norris
@caleferink 32 mins ago

@TheCatchFence @TylerJonesLive Or
@IndyCar 2 hours ago
how about the entire Hulman and Co.
RT @MRNRadio: 1 ET on board that fired Randy Bernard?
http://t.co/YZLIGChb's The Paddock #IndyCar
@John_Andretti & Eric Morse will talk
#F1 and be joined by @IndyCar driver
@josefnewgarden

RESOURCES EXPERIENCE INDYCAR SHOP INDYCAR INDYCAR CORPORATE IMS CORPORATE

Event Schedule Timing & Scoring Mens Mazda Road To Indy Brickyard.com
INDYCAR Nation Womens Media Site IMS Tickets
INDYCAR Mobile Gifts Sponsors IMS Productions
Mobile Site Jobs IMS Media Site
Videos Contact Us Online Store
Indy500.com
Brickyard400.com
RedBullIndianapolisGP.com

NEWS / SCHEDULE / DRIVERS / SHOP / CONTACT
2012 INDYCAR® ARE REGISTERED TRADEMARKS OF BRICKYARD TRADEMARKS, INC. / PRIVACY POLICY & TERMS OF USE

Rank Car No. Start Laps Total Time Laps Led Status Points Avg. Speed Pit Stops

1 Ed Carpenter 20 5 250 02:57:34.7433 62 Running 52 168.939 8

2 Dario Franchitti 10 9 250 02:57:36.6565 15 Running 40 168.909 8

3 Scott Dixon 9 15 250 02:57:37.3524 25 Running 35 168.897 8

4 Ryan Hunter-Reay 28 22 250 02:57:37.7910 Running 32 168.891 8

5 Helio Castroneves 3 17 250 02:57:38.9366 2 Running 30 168.872 10

IZOD IndyCar Series - Statistics
6 Graham Rahal 38 18 250 02:57:40.1814 Running 28 168.853 8

7 Takuma Sato 15 21 249 02:56:57.5871 6 Contact 26 168.852 8
Year: Event: Session:
2012 Auto Club Speedway MAVTV 500
8 Marco Andretti 26 1 249 02:57:37.7627 3 Running 25 168.215 10
Auto Club Speedway
MAVTV 500
Saturday, September 15, 2012
9 Katherine Legge 6 7 249 02:57:41.5814 Running 22 168.155 13
Rank Car No. Start Laps Total Time Laps Led Status Points Avg. Speed Pit Stops

1 Ed Carpenter 20 5 250 02:57:34.7433 62 Running 52 168.939 8

2 Dario Franchitti 10 9 250 02:57:36.6565 15 Running 40 168.909 8
10 Charlie Kimball 83 23 249 02:57:58.3877 Running 20 167.891 11
3 Scott Dixon 9 15 250 02:57:37.3524 25 Running 35 168.897 8

4 Ryan Hunter-Reay 28 22 250 02:57:37.7910 Running 32 168.891 8

5 Helio Castroneves 3 17 250 02:57:38.9366 2 Running 30 168.872 10
11 JR Hildebrand 4 4 248 02:57:41.6668 56 Running 19 167.479 10
6 Graham Rahal 38 18 250 02:57:40.1814 Running 28 168.853 8

7 Takuma Sato 15 21 249 02:56:57.5871 6 Contact 26 168.852 8

8

9
Marco Andretti

Katherine Legge
26

6
1

7
249

249
02:57:37.7627

02:57:41.5814
3 Running

Running
25

22
168.215

168.155
10

13
12 James Jakes 19 12 248 02:57:43.0438 10 Running 18 167.457 9
10 Charlie Kimball 83 23 249 02:57:58.3877 Running 20 167.891 11

11 JR Hildebrand 4 4 248 02:57:41.6668 56 Running 19 167.479 10

12 James Jakes 19 12 248 02:57:43.0438 10 Running 18 167.457 9
13 James Hinchcliffe 27 19 247 02:57:54.1972 Running 17 166.607 10
13 James Hinchcliffe 27 19 247 02:57:54.1972 Running 17 166.607 10

14 Wade Cunningham 14 24 246 02:57:46.6892 Running 16 166.05 10

15 Simon Pagenaud 77 20 246 02:57:47.0659 Running 15 166.044 11
14 Wade Cunningham 14 24 246 02:57:46.6892 Running 16 166.05 10
16 Josef Newgarden 67 14 244 02:57:40.3080 1 Running 14 164.798 10

17 Ryan Briscoe 2 2 244 02:57:56.7594 2 Running 13 164.544 12

18 Tony Kanaan 11 3 240 02:48:52.2044 47 Contact 12 170.545 7 15 Simon Pagenaud 77 20 246 02:57:47.0659 Running 15 166.044 11
19 Oriol Servia 22 8 231 02:56:11.7702 Running 12 157.325 12

20 Alex Tagliani 98 16 229 02:39:14.3106 21 Contact 12 172.571 7

21 Sebastian Saavedra 17 10 118 01:59:14.7239 Electrical 12 118.747 5 16 Josef Newgarden 67 14 244 02:57:40.3080 1 Running 14 164.798 10
22 Rubens Barrichello 8 6 107 01:17:51.2644 Mechanical 12 164.923 3

23 Justin Wilson 18 25 80 00:58:52.3189 Mechanical 12 163.066 3

24 Will Power 12 13 66 01:41:41.2244 Contact 12 77.886 4 17 Ryan Briscoe 2 2 244 02:57:56.7594 2 Running 13 164.544 12
25 E.J. Viso 5 11 65 00:47:30.5639 Mechanical 10 164.178 3

26 Simona de Silvestro 78 26 16 00:16:33.1406 Mechanical 10 115.996 0

18 Tony Kanaan 11 3 240 02:48:52.2044 47 Contact 12 170.545 7

19 Oriol Servia 22 8 231 02:56:11.7702 Running 12 157.325 12

INDYCAR Mobile
Mobile Site
Gifts Sponsors
Jobs
IMS Productions
IMS Media Site 20 Alex Tagliani 98 16 229 02:39:14.3106 21 Contact 12 172.571 7
Indy500.com
Brickyard400.com

21 Sebastian Saavedra 17 10 118 01:59:14.7239 Electrical 12 118.747 5

22 Rubens Barrichello 8 6 107 01:17:51.2644 Mechanical 12 164.923 3

23 Justin Wilson 18 25 80 00:58:52.3189 Mechanical 12 163.066 3

24 Will Power 12 13 66 01:41:41.2244 Contact 12 77.886 4

25 E.J. Viso 5 11 65 00:47:30.5639 Mechanical 10 164.178 3

26 Simona de Silvestro 78 26 16 00:16:33.1406 Mechanical 10 115.996 0


IZOD IndyCar - Scott Dixon

SELECT DRIVER
Will Power Helio Castroneves
Team Penske
2nd -- Choose Driver --
4th Team Penske

3rd

Scott Dixon
TARGET CHIP GANASSI RACING

SELECT DRIVER
Will Power nd Helio Castroneves
Like 10 Send Tweet 4
Follow
Team Penske
2 -- Choose Driver --
4th Team Penske
Out rambling... @RikTommasone
CONNECT WITH: @ErinTommasone
@EmmaDaviesDixon
Birthday: Jul 22, 1980 http://t.co/QDwnjacu
http://t.co/yOikjQv0
Hometown: Auckland, New Zealand

3 days ago
Residence: Indianapolis, IN

Website: www.scottdixon.com Public Comments · Moderator View Settings

Team Website: TargetChipGanassiRacing.com 3 comments

All-Time Career Statistics - IZOD IndyCar Series Add a comment...

Championship Indy 500 Wins Total Poles Race Wins Comment

2 1 20 28 Posting as Scott McAndrew (Change)

Post to Facebook

Paulette Sheehan · Villa Maria College
Hi Scott
Great race, win no 30 for you is just
around the corner.
I am a Hydroplane racer in N.Z.
My race craft is a 19ft Zander
Hydroplane, which can do about 130
mph.
Year Starts Wins Poles** Top 5 Top 10 Laps Led RAF My question is, would you be
interested in driving my boat at some
2012 15 2 1 8 9 456 12
stage when you are in N.Z. (Full care
no responsibility).
2011 17 2 2 12 13 190 17
There are 24 3 litre Hydroplanes
registered here in N.Z. & mine would
2010 17 3 0 9 15 273 15
be ranked 2nd or 3rd. It did run 4th
2009 17 5 2 12 14 815 16 in a World title held at Karapiro
2008.

3rd
2008 18 6 7 15 15 900 17 So it is a very competetive craft.
If there is any interest, I can send you
2007 17 4 2 13 16 291 15 photos & a rough plan of where we
will be racing this coming season.
2006 14 2 1 9 12 215 14 I realise you are a contracted driver &
possible would not be able to.
2005 17 1 0 1 5 25 10 We have our own Dunk Testing unit
& would make this avaliable, so a
2004 16 0 0 2 10 3 12 licence could be issued.
If this is something you would

Scott Dixon
2003 16 3 5 9 11 748 11 consider doing, please advise.
Tony Hall.
Total 164 28 20 90 120 3916 139
Like · Reply · Moderate · Follow Post ·
* Under INDYCAR sanction RAF = Running at Finish August 7 at 3:39pm
** Includes all poles, including those awarded based on entrant points
Lori Brown · Ivy Tech of Greencastle
We would absolutely love to do a 5-7
minute phone interview with you on
any monday in april between 6pm-
7pm EST if you could possibly do this
with us. Please let me know when
Target Chip Ganassi Racing could possibly work for you! Thank
you very much!
Chip Ganassi stormed onto the national racing scene at the 1982 Indianapolis 500, Like · Reply · Moderate · Follow Post ·
where he became the fastest rookie qualifier and finished 15th. Following a April 2 at 9:13am
successful career as a driver, highlighted by an eighth-place finish in the 1983
Indianapolis 500, Ganassi set his sights on ownership in 1988.

Ganassi created his own Indy car team in 1990 and established a partnership with
Target that endures to this day.
Visit Team Website
Target Chip Ganassi Racing driver Jimmy Vasser captured the CART championship
in 1996. Alex Zanardi followed Vasser's lead and earned CART titles in 1997 and
1998. With rookie driver Juan Montoya's championship in 1999, Ganassi became
the first owner to earn four consecutive CART championships.

Montoya won the 2000 Indianapolis 500 for Target Chip Ganassi Racing, which was
making its first appearance at the Brickyard since 1995. In 2002, Bruno Junqueira
earned the pole position for the Indianapolis 500 and led 32 laps before engine
problems ended his day.

The team joined the IndyCar Series full time in 2002 with driver Jeff Ward. It's gone
on to win the series championship in 2003 and 2008 with Scott Dixon and 2007,
2009 and 2010 with Dario Franchitti. Franchitti (2010) and Dixon (2008) also have
added to the team's Indianapolis 500 victory total.


Indy500.com
Brickyard400.com



IZOD IndyCar - Scott Dixon

SELECT DRIVER
Will Power Helio Castroneves
Team Penske
2nd -- Choose Driver --
4th Team Penske

3rd

Scott Dixon

Follow
Birthday: Jul 22, 1980
Like 10 Send Tweet 4

Out rambling... @RikTommasone
CONNECT WITH: @ErinTommasone
@EmmaDaviesDixon
Birthday: Jul 22, 1980 http://t.co/QDwnjacu

http://t.co/yOikjQv0

3 days ago

Website: www.scottdixon.com Public Comments · Moderator View Settings

Team Website: TargetChipGanassiRacing.com 3 comments

All-Time Career Statistics - IZOD IndyCar Series

Championship Indy 500 Wins Total Poles Race Wins
Add a comment...

Comment
2 1 20 28 Posting as Scott McAndrew (Change)

Post to Facebook

Paulette Sheehan · Villa Maria College
Hi Scott
Great race, win no 30 for you is just
around the corner.

Website: www.scottdixon.com
I am a Hydroplane racer in N.Z.
My race craft is a 19ft Zander
Hydroplane, which can do about 130
mph.
Year Starts Wins Poles** Top 5 Top 10 Laps Led RAF My question is, would you be
interested in driving my boat at some
2012 15 2 1 8 9 456 12
stage when you are in N.Z. (Full care
no responsibility).
2011 17 2 2 12 13 190 17
There are 24 3 litre Hydroplanes
registered here in N.Z. & mine would
2010 17 3 0 9 15 273 15
be ranked 2nd or 3rd. It did run 4th
2009 17 5 2 12 14 815 16 in a World title held at Karapiro
2008.
2008

2007
18

17
6

4
7

2
15

13
15

16
900

291
17

15
So it is a very competetive craft.
If there is any interest, I can send you
photos & a rough plan of where we
will be racing this coming season.
Team Website: TargetChipGanassiRacing.com
2006 14 2 1 9 12 215 14 I realise you are a contracted driver &
possible would not be able to.
2005 17 1 0 1 5 25 10 We have our own Dunk Testing unit
& would make this avaliable, so a
2004 16 0 0 2 10 3 12 licence could be issued.
If this is something you would
2003 16 3 5 9 11 748 11 consider doing, please advise.

All-Time Career Statistics - IZOD IndyCar Series
Tony Hall.
Total 164 28 20 90 120 3916 139
Like · Reply · Moderate · Follow Post ·
* Under INDYCAR sanction RAF = Running at Finish August 7 at 3:39pm
** Includes all poles, including those awarded based on entrant points
Lori Brown · Ivy Tech of Greencastle
We would absolutely love to do a 5-7
minute phone interview with you on
any monday in april between 6pm-
7pm EST if you could possibly do this
with us. Please let me know when
Target Chip Ganassi Racing could possibly work for you! Thank
you very much!
Chip Ganassi stormed onto the national racing scene at the 1982 Indianapolis 500,
where he became the fastest rookie qualifier and finished 15th. Following a
successful career as a driver, highlighted by an eighth-place finish in the 1983
Like · Reply · Moderate
April 2 at 9:13am
· Follow Post ·
Championship Indy 500 Wins Total Poles Race Wins
Indianapolis 500, Ganassi set his sights on ownership in 1988.

Visit Team Website
Ganassi created his own Indy car team in 1990 and established a partnership with
Target that endures to this day.

Target Chip Ganassi Racing driver Jimmy Vasser captured the CART championship
in 1996. Alex Zanardi followed Vasser's lead and earned CART titles in 1997 and
1998. With rookie driver Juan Montoya's championship in 1999, Ganassi became
the first owner to earn four consecutive CART championships.
2 1 20 28
Montoya won the 2000 Indianapolis 500 for Target Chip Ganassi Racing, which was
making its first appearance at the Brickyard since 1995. In 2002, Bruno Junqueira
earned the pole position for the Indianapolis 500 and led 32 laps before engine
problems ended his day.

The team joined the IndyCar Series full time in 2002 with driver Jeff Ward. It's gone
on to win the series championship in 2003 and 2008 with Scott Dixon and 2007,
2009 and 2010 with Dario Franchitti. Franchitti (2010) and Dixon (2008) also have
added to the team's Indianapolis 500 victory total.


Indy500.com
Brickyard400.com


Get Your Engagement Racing with Sitecore & Social Media Integration

Get Your Engagement Racing with Sitecore & Social Media Integration

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