a native advertising strategy: speakeasy

Speakeasy agency model

The story

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?

Speak to us. Easily.

Mike Orren / Lindsay Jacaman mikeo@yourspeakeasy.com ljacaman@dmnmedia.com