a native advertising strategy: speakeasy
DESCRIPTION
A Native Advertising strategy: SPEAKEASY presentation at the Native Advertising SummitTRANSCRIPT
Speakeasy agency model
What we do
➢ Create an overarching strategy for your brand that speaks to your audience
➢ Build creative content that engages your customers and potential fans/ambassadors
➢ Utilize key social media networks relevant to your brand and maintain brand consistency
➢ Harness online promotions to gain influencer attention and drive qualified leads
Core capabilitiesDedicated account manager Onboarding process Content strategy and editorial calendar
Social Distribution Blogging Promotions
Community Management Reputation Management Metrics & Reporting
Results to date
➢ Launched September, 2012➢ 70 clients w/ average revenue
of $3,750 / month➢ $3 million projected 2014 billings➢ Started cashflowing in December, 2013
Partner roles
➢ Sales (primary)➢ Archive rights➢ Client➢ Native channels➢ Remnant ads
➢ Agency management○ Finance, HR, IT
➢ Sales (secondary)➢ Client➢ Services➢ Landlord
Expanded ecosystem
Transfer pricing: 20% discounts in-family
CONNECTSOLUTIONS
Programmatic ad buyingOwned by DMN
Web and app designOwned by Slingshot
Video productionIndependent
Service modelSenior account manager
➢ 6-10 years marketing experience
➢ Loosely grouped by domain expertise
➢ Strategy, project management, client contact
Fulfillment associates
➢ 1-4 juniors per manager
➢ Posting, metrics, community management, promo execution
Shared services
➢ Newsroom (editors plus freelancers)
➢ Design➢ Tech (vendors, etc.)
Newspaper sales group
➢ Core reps supported by expert catalysts
➢ Catalysts also hunt➢ Develop relationship
and help on-board / renew
Value proposition➢ High quality / mid-price➢ Sales > engagement >
likes➢ ROI-focused➢ Strategic➢ Not templated
Culture
Clients by volume
Top categories:● Hospitality● Auto● Retail● Healthcare
Clients by Revenue
Top categories:● Home services● Retail● Auto● Tech / startup
Notable clients
How it’s working: Churn
By account By revenue
How it’s working: Client results
➢ Driving traffic and sales for many clients➢ ROI measurement is sticky widget / holy grail➢ Varies by point in sales funnel➢ Strongest results when we have control of content,
social, promotions and metrics
Value to newspaper as a client
What does this have to do with native?
Our primary playbook is creating native-style content for clients and distributing it via social.
Native helps that content achieve reach. And owned content makes native traffic sticky.
Native advertising➢ “Steroids” for SE clients➢ SE creates for non-clients
as well➢ Editorial approves
○ Only issue has been when our listicles serendipitously duplicated editorial
Lessons learned➢ $3,000 / month floor➢ 60+-day sales cycle➢ Sales spikey➢ Opportunity for project work➢ Client ROI expectations often unrealistic➢ Even great content needs help with reach➢ Some categories are harder to deliver results➢ Greatest success with cooperative,
transparent clients➢ Need two levels of service within deliverable
levels➢ Getting to cashflow means running lean
On the horizon
➢ “On behalf of” marketing➢ Technology➢ Refining service model➢ Adding management layer➢ Geographic expansion?
