illinois state broadcasters association presentation
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@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
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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?
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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
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WEZB-FM
13,730,702 Votes
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WEZB-FM
$25,000 in Revenue
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WRAZ-TV
$100,000 in Revenue
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WNOR-FM & WAFX-FM
$137,000 in Revenue
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WRAZ-TV
$200,000 in Revenue
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$30,000 in Revenue
WSB-FM
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10 Weddings Booked
WSB-FM
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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
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What is a Facebook Contest?
Contest App
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Like-Gate Must ‘Like’
Page to Enter
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Visible after Page is ‘Liked’
Entry Form
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Expand Reach with Social Boost
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Sponsored vs. Advertiser
On Advertiser’s Page, No Mention of Media Company
On Media Company’s Page,
Sponsor in Branding
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Contest Run on Media Company Facebook Page, Sponsor’s Logo Included in Branding
Sponsored vs Advertiser Contests
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Sponsored vs Advertiser Contests Contest Run on Advertiser’s Page,
Media Company Not Visibly Involved
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Incentivize the Like
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30 Million SMB Facebook Pages
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Other:
28% Find new
customers& leads:
72%
Source: Manta
Facebook Contesting
Opportunity
SMB Social Media Goals
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Quad-City Times
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@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?
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$14,000 in Revenue
Quad-City Times
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$18,000 in revenue Doubled Likes
in 2 weeks
$500 Facebook Sweepstakes Community Bank
Exclusive Advertiser Facebook Contests Entercom New Orleans, LA !
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1,252 new fans +12,800% increase in PTA
Exclusive Advertiser Facebook Contests
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Advertiser facebook contest
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562 new emails
Exclusive Advertiser Facebook Contests
@secondstreetlab
0
200
400
600
800
1000
1200
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
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$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
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newsfeed
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Grow likes with a like-gate
1,252 New Fans 66% Fan Growth
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Contests build engagement
503% Engagement Growth
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900 new emails
Advertiser contest results
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75% opt-in rate
Advertiser contest results
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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
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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
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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
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[email protected] | 314.880.4902 | @mcoen
Matt Coen