illinois state broadcasters association presentation

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

How Broadcasters Can Maximize Their Promotions Revenue with Social Media Matt Coen | President & Co-Founder | Second Street | @mcoen

@secondstreetlab

Our Partners 3,000 media companies & growing

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

THE MAJOR SHIFT

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$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Source: Borrell Associates

in Billions

Why Online Promotions?

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

CONTESTS

@secondstreetlab

WEZB-FM

13,730,702 Votes

@secondstreetlab

WEZB-FM

$25,000 in Revenue

@secondstreetlab

WRAZ-TV

$100,000 in Revenue

@secondstreetlab

WNOR-FM & WAFX-FM

$137,000 in Revenue

@secondstreetlab

WRAZ-TV

$200,000 in Revenue

@secondstreetlab

$30,000 in Revenue

WSB-FM

@secondstreetlab

10 Weddings Booked

WSB-FM

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

FACEBOOK ADVERTISER CONTESTS

@secondstreetlab

What is a Facebook Contest?

Contest App

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Like-Gate Must ‘Like’

Page to Enter

@secondstreetlab

Visible after Page is ‘Liked’

Entry Form

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Expand Reach with Social Boost

@secondstreetlab

Sponsored vs. Advertiser

On Advertiser’s Page, No Mention of Media Company

On Media Company’s Page,

Sponsor in Branding

@secondstreetlab

Contest Run on Media Company Facebook Page, Sponsor’s Logo Included in Branding 

Sponsored vs Advertiser Contests

@secondstreetlab

Sponsored vs Advertiser Contests Contest Run on Advertiser’s Page,

Media Company Not Visibly Involved

@secondstreetlab

Incentivize the Like

@secondstreetlab

30 Million SMB Facebook Pages

@secondstreetlab

Other:

28% Find new

customers& leads:

72%

Source:  Manta  

Facebook Contesting

Opportunity

SMB Social Media Goals

@secondstreetlab

Quad-City Times

@secondstreetlab

@secondstreetlab

Identify Hot Leads

0

5

10

15

20

25

30

35

Next month Next 3 months Next 6 months

When are you considering a new vehicle purchase?

@secondstreetlab

$14,000 in Revenue

Quad-City Times

@secondstreetlab

$18,000 in revenue Doubled Likes

in 2 weeks

$500 Facebook Sweepstakes Community Bank

Exclusive Advertiser Facebook Contests Entercom New Orleans, LA !  

@secondstreetlab

1,252 new fans +12,800% increase in PTA

Exclusive Advertiser Facebook Contests

@secondstreetlab

Advertiser facebook contest

@secondstreetlab

562 new emails

Exclusive Advertiser Facebook Contests

@secondstreetlab

0  

200  

400  

600  

800  

1000  

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Actual Giftcards Sold

1000 @

$130 a card

0  

200  

400  

600  

800  

1000  

1200  

Giftcard Sales Goal

500 @

$37.50 a card

Exclusive Advertiser Facebook Contests

@secondstreetlab

$100,000 in revenue

Exclusive Advertiser Facebook Contests

@secondstreetlab

Grow likes with a like-gate

Must Like the Page to Enter

$12,000 in Revenue $5,000 in Revenue

@secondstreetlab

newsfeed

@secondstreetlab

Grow likes with a like-gate

1,252 New Fans 66% Fan Growth

@secondstreetlab

Contests build engagement

503% Engagement Growth

@secondstreetlab

900 new emails

Advertiser contest results

@secondstreetlab

75% opt-in rate

Advertiser contest results

@secondstreetlab

2 Week Facebook Sweepstakes

Facebook marketing consultation Included

On Air Commercials (:30) M-F 6a-7p (20x) $1,000

Internet Radio (:30) M-F 6a-Mid (40x) $750

Like-Gate $500

Opt-in for Email Database $500

Email to 20k members $1,000

Web Display Ads, 50k ROS impressions $250

Social media mentions $800

Investment: $5,000

Sample package – radio

@secondstreetlab

2 Week Facebook Sweepstakes

Facebook marketing consultation Included

On Air Commercials (:30) M-F 6a-7p (20x) $1,000

Internet Radio (:30) M-F 6a-Mid (40x) $750

Like-Gate $500

Opt-in for Email Database $500

Email blast to 20k members $1,000

Web Display Ads, 50k ROS impressions $250

Social media mentions $800

Investment: $5,000

Sample package – radio

@secondstreetlab

Sample package – TV

2 Week Facebook Sweepstakes

Facebook marketing consultation Included

Mentions in weather forecast Included

85 :15 TV Spots $2,000

Like-Gate $750

Opt-in for Email Database $750

Email to 20k members $1,000

Web Display Ads, 50k ROS impressions $500

Mobile Display Ads, 50k ROS impressions $500

Investment: $5,500

@secondstreetlab

Sample package – TV

2 Week Facebook Sweepstakes

Facebook marketing consultation Included

Mentions in weather forecast Included

85 :15 TV Spots $2,000

Like-Gate $750

Opt-in for Email Database $750

Email blast to 20k members $1,000

Web Display Ads, 50k ROS impressions $500

Mobile Display Ads, 50k ROS impressions $500

Investment: $5,500

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

TAKEAWAYS

@secondstreetlab

make a lot of money 1

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New advertisers 2

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Drive results

L E A D S D A T A B A S E L I K E S

3

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Download the kit now!

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secondstreetlab.com/iba

@secondstreetlab

matt@secondstreet.com | 314.880.4902 | @mcoen

Matt Coen