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Agency model final deck

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  • Julie
  • Julie
  • Julie
  • Julie
  • Julie
  • Julie
  • Julie
  • Julie to intro Matt – Matt’s going to introduce the Trend we see in being able to sell advertiser specific FB contests directly to advertisers as a service instead of them doing it themselves or them going to an ad agency to fulfill this need and the broader trends of some media companies even creating their own agencies
  • MattIntro TalkFor years we’ve talked about generating rev by running contests and selling sponsorships of those contests. Today we want to talk about a new/different rev stream from selling contests. Selling FB contests as a service in an AGENCY model. As we’ll talk about here – that doesn’t mean you have to have an agency within your media company to sell contests in this way. But we want to talk about the trend/movement of stand alone agencies in some local media to provide a broad range of services to compliment the offerings of their media companies.Theywant to close the gap between what they currently sell – advertising – and
 what local merchants want– measurable results from a variety of
 new digital platforms.Some local media companies are forming their own agenciesThen, there is a model for FB contests where you can sell them as an agency service – this is the model we are talking about marketing is more confusing than ever for advertisers. There are so many options. your advertisersare looking for help - not only with buying media but developing marketing tactics for their brands.
  • Mattmany media companies are setting up agencies as unique business unitsCox Media Group– Palm Beach Post – West Palm Beach, FL – Client SolutionsGannett – Nashville Tennessean – 1100 BroadwayGatehouse – Propel Marketing
  • MattCompany: The Nashville Tennessean, Tennessean.comCirculation: 174,000 dailyThe Tennessean
 (Gannett) wanted to come up with revenue models to provide internet services
 beyond digital advertising to key accounts. Specifically, they wanted
 to close the gap between what they currently sold – advertising – and
 what local merchants wanted – measurable results from a variety of
 new digital platforms.Website designLanding and splash pagesMobile websitesPPCLocal optimizationSEO packagesText messagesEblastsSocial MediaMedia planning and placementCreative services“Thrive” seminars for SMBsResults*1100 Broadway served more than 400 clients in 2010*1100 Broadway represented 2.3% of total media company revenues in
 2010, or $2 million. That number jumped to 3.5% in 2011.*50 cents of every $1 sold by 11000 Broadway goes into the core
product – print, direct and digital advertising.*Exceeded digital budget of 50% growth in 2011 by 35%, a growth rate of 75%.*In a breakdown of 2010 revenues for 1100 Broadway:45% of sales are
 non-traditional media servicesDirect mail was 40%Media buying was 15%Non-traditional product were as follows:Web dev – 15%SEM -15%Email- 10%Social, creative - 5%Lesson Learned: Social packages are so "red hot" they would have 
moved faster into this area of sales (note: we are seeing this trend from other media companies selling social media services such as Facebook contests).
  • MattIf you have an agency facebook contests are a no brainer
  • MattNo problem. This still makes sense for you. You don’t need an agencyIt still makes sense and you don’t have to to make this workSimple and ties in with your existing media.if you DONT have an internal agency or not ready to develop a full blown agency model selling Facebook contests is a great way to diversify revenue and build an agency like model for your advertisers
  • MattRememberThis isn’t about having an agencyThis is about going to an advertiser and fulfilling a social media need and offering services around promotion
  • Julie
  • Julie1. For many advertisers, building social media audience is a primary marketing objective2. Contests work! 57% of fans liked a business based on an offer and 38% because of a sweepstakes * - Businesses often do not understand the nature of fanning; they think that people become fans because they actually like the business.  "According to eMarketer, February 2011, 57% of fans liked a business based on an offer and 38% because of a sweepstake. You have to offer something to get someone to like you. They are not going to like you for no reason." 3.Advertisers don’t have the time, know-how, design skills or promotion ability to make contests successful on their own4. You are the expert on contests – been running for years and most recently online and on facebook. You are the most logical answer to their needs in this area. You are positioned as experts in this area more than anyone in your market. 5. Facebook have made contests viral6. Opportunity to build more revenue and develop a deeper relationship than if they just bought media from you -This  opens the door for conversations about how to promote offers using advertising and partnership posts. It becomes clear that the only way to power social media,  is through a traditional multi-media plan, or  partner-posting by media entities  with a significant fan base.Could they do it on their own? Sure, but would they have been as successful??
  • Julie
  • JulieOnce the media's Facebook fans and contesting skills were on a roll, the next step was selling campaigns around Facebook to major advertisers. The sale itself is more consultative, and starts with helping merchants identify the end goal. "A lot of companies are product-centric. This is a customer-centric approach," Brian Page says. Structuring the sale.  Page says the sale starts with defining the objective - fans or leads - and the metrics for success. That is, how many fans, and/or customers in the door. Then he talks about the offer and strategy. Then advertising is layered in, and, finally, the partnership posts are added on.Another example of a client wanting to piggyback on ABC15 fanbase. “We used our fanbase (88,000 fans) to market the contest and to sell the contest to Fiat.”
  • JulieThis is why your strategy for running contests for your own media company and FB contests are highly complimentary. Your contests you run for yourself only enhances how you can sell fb contests to advertisersAfter growing a megabase of fans, top-selling ABC15.com, (the digital brand of the ABC affiliate in Phoenix), sold 20 to 30 contests to major accounts in 2011 (we estimate the contests are generating upwards of $250,000 in campaign sales for that station alone). Across the company, Facebook is now a priority.
  • JulieSeveral Lee several papers talking about building an internal agency - we are staring to do more agency like activities and this is a big part of that.
  • Juliecontest is front and center and we use the promotion to support it. promotion gives us additional line items to build a package around. If we post the advertiser contest on our own page depends on the spend. If a large buy we will throw in promotion on our own page. fb post are largely controlled by the newsroom so we only pull that lever if it’s a big buy.
  • Big believers in helping local biz grow contact list - anything we can do to do that or make them better marketers and publishers in the local. this is a space they want to lay in - retention, outreach and helps them reduce the amount that their spending in DIRECT MAIL marketing with others and redirecting into fb contest buys. those are the types of buys we are looking to shift. Getting very good rev with fb contest b/c we support with lots of promotioncharge based on promo schedulevalue in email list - built into price/packagescale $5-$15k depending on how much promotion is involvedcombo of clients asking and us telling them we have itthey want to grow fans and we have the audience to help them do that
  • Remember this doesn’t have to be just for FACEBOOK – you can run on your site with branding just for your advertiserNorth of Boston.com is made up of 12 dailies and weeklies in the Boston area. Facebook Notes: Contest will run simultaneously on all NOBMG Facebook pages as well as the sponsors Facebook page. "Like Gate" will ensure that all participants will have to select the "Like" status on each Facebook page in order to submit or vote. This practice will create tremendous exposure for the sponsors socail networking campaigns.
  • that the incremental revenue was significant and (b) the contest platformallowed us to be a marketing partner, not just a spots & dots media seller.Tim MurphyVP Digital Strategy & Enterprise PlatformsEntercom
  • Julie
  • As a recap – the best way to promote your Facebook contest is now:Write a tantalizing post and pin it to the top of your timeline. partner posts should be engaging, "You don't just say 'Go to xyz to win.'  You ask a question like 'What is your favorite iPad app? Don't have one? Check out our friends contest at xyz." (Note: Take a look at ABC15.com's fan page always for a number of good examples of engaging posts). A high engagement post can receive 40 to 50 responses - and thus goes to the top of the wall of those 40 to 50 people, adding value.  An  example of how partner posts can work for a paid Facebook campaign, is how ABC15.com promoted a Fiat giveaway by a Phoenix car dealer.  ABC's partner posts asked,  “Where is the first place you would drive in your new Fiat?”  with a link to enter the contest on the dealership page. People had to “like it” to enter. This engaging partnership post -  in the form of a question -generated hundreds of responses - and moved to the "top of the wall" on fan pages. Customize the tab image and make the tab is in the top row of custom tabs. Where you used to promote facebook.com/yourhandle – setup a redirect and use something like yourwebsite.com/facebook. Then you can control if it goes to your timeline – or the contest you might be running at that time.
  • Remember:proposals are custom packages. depending on promotion package is how bundled and soldMake your programs scalable. sell a contest for as little as $500, or four larger quarterly ones for $1000 a month, with six figure annual multi-media program.
  • Lessons learned1. Not suprisingly our first take away is do more contests! But seriously - Build your fan base first. "Advertisers want to  piggy back on your fan base. That is what has made some affliates (like E.W. Scripps Company) so successful.” maximized success b/c of their fanbase and email list. 2. Ask each advertiser, what the value of a Facebook fan to you? "A car dealer who wants to see cars in their service bay may offer fans a coupon for a free oil change, with another purchase. They know exactly how much the average service costs. Encourage them to measure what moves the needle for their business."3. Point out that by using Facebook, you also get a CRM tool. Page recommends pointing all campaigns to Facebook because it captures both the email and the fan.  "The majority of the time, I push putting the contest and capturing leads on social media. If you use social media you can kill two birds with one stone:  You can get them to like you and get an email address. "4. Don't forget to add “opt-ins" for for deal of the day or promotions, to use Facebook contests to accumulate organic opt-ins for deals. 5. Keep sign -up simple. You don’t need an address. “I’ll check their drivers licence when they pick up the prize,” Page says.6.  Do use coupons (emailed back via Second Street) or "mention Facebook to receive a discount" as part of ongoing promotions that convert fans to customers. Help advertisers create long term programs that include multiple contests, and ongoing ways to engage fans. 7. Make your programs scalable. sell a contest for as little as $500, or four larger quarterly ones for $1000 a month, with six figure annual multi-media program.8.  It’s the promotion of the contest that really drives the price up. promotionaladvertising is layered in, and, finally, the partnership posts are added on. Eblast. Your own facebook audience.
  • Transcript

    • 1. Section Header Section: Title The Agency Model: Cool little catchy phase to impress people. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been Selling Facebook Contests the industrys standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. to your Advertisers Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 2. How to Ask QuestionsNote: We are recording thiswebinar and you will receive anemail with links to therecording and the slide deck. GoToWebinar Questions Panel Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 3. Speakers Julie Foley Director of Affiliate Success Matt Coen Owner & Co-Founder Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 4. Who We Are □ Increase ROI, Build & Engage Audience □ □ □ □ Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 5. What We Do A truly white label contest provider To date, UPICKEM has executed • More than 50,000 contests • On more than 1,600 local media sites • More than 8 million players have participated Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 6. Why Contests?• Build Audience, Page Views and Awareness• Generate Sponsorship & Ad Revenues• Build User Database for Email Marketing• Powers your Social and Mobile strategy Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia
    • 7. Agenda• What is “The Agency Model”?• How does Facebook fit into this model?• Advertiser Facebook contest case studies• Best practices: implementation and promotion• Q&A Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia
    • 8. Section Header Section: Title Cool little catchy phase to impress people. The Agency Model Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 9. The Agency Model Marketing Choices Print Web On-Air Email SEO Social Blasts Packages Media Pay-Per Text Direct Click Messages Mail Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 10. The Agency ModelLocal Media Agencies• Cox• Gannett• Gatehouse Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 11. The Agency ModelThe Nashville Tennessean• Goal: To close the gap between selling advertising and selling measureable results• Result: $2.6 MM in 2 years • 50% of revenue goes into core product (print ,direct or digital)• Lesson Leaned: Social is red hot and should have moved faster in this area of sales Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia
    • 12. The Agency ModelHave an in houseagency?• Facebook contests can be and important core of your model Webinar hashtag is #2ndstreet Webinar hashtag #2ndstreet Webinar hashtag is is #2ndstreet Follow ususonTwitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow on Twitter @2ndstreetmedia
    • 13. The Agency ModelOk, so you don’t have anagency?• Facebook Contests allow you to offer a limited number of agency services easily and efficiently• Allow you to participate in agency model without investing in other services Webinar hashtag is #2ndstreet Webinar hashtag #2ndstreet Webinar hashtag is is #2ndstreet Follow ususonTwitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow on Twitter @2ndstreetmedia
    • 14. The Agency Model What is the difference between running a contest on Facebook and an “agency model” Facebook contest? Herald Times Bloomington Paint sponsored Golf contest created by contest Herald Times Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 15. The Agency ModelComponents of “Agency Model”contests:• Objectives are all about the client• Runs on advertiser’s Facebook page• May run on your media page as well• May include them paying for media promotion• You make it turnkey• You include design services/help with rules• Prize corresponds with advertiser’s brand• Email opt-in is for the advertiser Running a sponsored contest on your Facebook page is not a true advertiser contest Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 16. The Agency ModelWhy Advertiser Facebook Contests?• For many advertisers, building social media audience is a primary marketing objective• Contests work! 57% of fans liked a business based on an offer and 38% because of a sweepstakes *• Advertisers don’t have the time, know-how, design skills or promotion ability to make contests successful on their own• You are the expert in contests• Facebook have made contests viral• Opportunity to build more revenue and develop a deeper relationship than if they just bought media from you*eMarketer February 2011 Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia
    • 17. Section Header Section: Title Cool little catchy phase to impress people. Advertiser Contest Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. Case Studies Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 18. Facebook Case StudiesABC15.com• Phoenix, AZ• DMA 11• Goal: Revenue Generator & Audience Builder• Promotion Package: • Fiat of Scottsdale Giveaway • Facebook promotion • On-air promo schedule • Online ads • Integrated into Pay for Play (local programming) • Like Gate for Fiat Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 19. Facebook Case StudiesABC15.com• Results: • Five Figure Revenue • 3,000 likes for the sponsor (740% increase) • Sold 20-30 Facebook contests to major accounts in 2011 • $250k estimated revenue from Facebook contests Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 20. Facebook Case StudiesQuad City Times• Davenport, IA• 50k circulation paper• Goal: Offer marketing solutions that help advertisers grow database, gain “Likes” and build lead list Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 21. Facebook Case StudiesQuad City Times• Promotion Package • Email Blast • Homepage ad • ROS ad • Facebook contest on advertiser’s page • 2 week duration Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 22. Facebook Case StudiesQuad City Times• Results • Have 7 live advertiser contests • Range $5-$15k • Building email list and fan count for local advertisers (2,000+ fans) Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 23. Facebook Case StudiesHerald Times• Bloomington, IN• 27k circulation paper• Goal: Increase spending by local advertisers by giving them social media tools Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 24. Facebook Case StudiesHerald Times• Promotion Package: • Contest creation • Eblast to Herald Times promotional database • Two posts on Herald Times social media sites • 25k impressions online • Feature ad on Herald Times website homepage Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 25. Facebook Case StudiesHerald Times• Results: • Six packages sold in 8 weeks • 208% increase in Likes for advertisers • All users get “submission” offer (e.g. $2 ticket discount) Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 26. Facebook Case StudiesNorthofBoston.com• “Fenway Memories” • Print • Online • Eblast • Facebook Like Gate on media company and title sponsor’s pages • $20,000 revenue • Post- contest magazine with top 100 photos featured will be sold as well Webinar hashtag is #2ndstreet Webinar hashtag #2ndstreet Webinar hashtag is is #2ndstreet Follow ususonTwitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow on Twitter @2ndstreetmedia
    • 27. Facebook Case StudiesKDND-FM• Sacramento, CA• “Jackson Rancheria Casino”• Objective: Jackson Rancheria wanted to increase social media engagement with consumers• Solution: Integrated marketing campaign that included on-air and online ads that directed consumers to “Like” the client’s Facebook page• Results: In just two weeks, the casino saw 30% growth in Likes as well as 450 email database opt-ins Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet FollowFollow Twitter @2ndstreetmedia Follow us onus on Twitter @2ndstreetmedia us on Twitter @2ndstreetmedia
    • 28. Section Header Section: Title Cool little catchy phase to impress people. Best Practices Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
    • 29. Best Practices Prospects • Restaurants • Retail • Hotel & Travel • Local advertisers with good reputation and current social presenceWebinar hashtag is #2ndstcontests Webinar hashtag is #2ndstreetFollow us on Webinar hashtag is #2ndstreet Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 30. Best Practices What should you include in the sales package? • Facebook contest • Like Gate for Advertiser • Online promotion on your site • Print/On-air promotion • Social media mentions from your Facebook and Twitter accounts • Eblast to your promotional database • Email opt-in for advertiserWebinar hashtag is #2ndstcontests Webinar hashtag is #2ndstreetFollow us on Webinar hashtag is #2ndstreet Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 31. Best Practices How should you promote? • Use featured “pinned” posts on your page • When posting make sure they are engaging • Move the contests tab to top 3 tabs for your advertiser’s page • Customize the tab image • Send a eblast to your promotional database • Include promotional ads in your print/on-air/online products • Promote a redirectWebinar hashtag is #2ndstcontests Webinar hashtag is #2ndstreetFollow us on Webinar hashtag is #2ndstreet Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 32. Best PracticesWhat should you charge?• Consider the value of your promotion package• Consider the value of your email list• Not a performance buy – base cost on promotional buy• Large market : up to $20k• Mid market: $5-$15k• Small market: $300 - $5kWebinar hashtag is #2ndstcontests Webinar hashtag is #2ndstreetFollow us on Webinar hashtag is #2ndstreet Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
    • 33. Lessons Learned• Build your fan base and email list first• Ask each advertiser, “what is the value of a Facebook fan to you?”• Point out that by using Facebook, you also get a social database you can remarket to• You may want to add “opt-ins" for your advertiser• Keep sign-up simple• You may want to use coupons or "mention Facebook to receive a discount" as part of ongoing promotions that convert fans to customers• Consider a multi-contest package for an advertiser• Structure and price as an integrated package Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia
    • 34. Questions? Matt Coen Owner & Co-Founder matt@secondstreet.com 314-880-4902 877-843-2900x4902 (Toll-free) Follow me @mcoen Julie Foley Director of Affiliate Success julie@secondstreet.com 314-880-4910 877-843-2900x4910 (Toll-free) Follow me @julie_foley Webinar hashtag isis#2ndstreet Webinar hashtagis #2ndstreet Webinar hashtag #2ndstreet Follow us on Twitter@2ndstreetmedia @2ndstreetmediaFollow us on Twitter @2ndstreetmedia Follow us on Twitter

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