How Newspapers Can Capitalize on Explosive Online Promotions: 2014 AAN Digital

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  • Charleston City Paper
  • Download a coupon
    Buy a deal
    Enter a contest
    Vote in a ballot
  • Download a coupon
    Buy a deal
    Enter a contest
    Vote in a ballot
  • Email (91 percent) and text messaging (83 percent) are still the most popular daily “social” activities.
    This level of activity places Twitter top amongst all social networks alongside Facebook (both have 76 percent of users logging in once or more each day), and ahead of Instagram (70 percent), Snapchat (67 percent) and YouTube (66 percent).
    Google+, Pinterest (58 percent each) and, surprisingly, Myspace (46 percent) round out the top ten overall
    http://www.mediabistro.com/alltwitter/social-activity_b45692
    http://www.emarketer.com/Article/Social-Usage-Involves-More-Platforms-More-Often/1010019
  • Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern”
    July 1-9 collected submissions
    517 total submissions
    355 came the day the email was sent
    70% of contest entries came from the email
  • We consistently find this stat to be true across the board.
    2nd street works with 100s of major media companies and seeing this consistently
  • Email is center of successful revenue plan overall.
  • Revenue growth
    Target a new audience
    Engage an existing audience
    Target a niche audience
    Increase your per deal revenue
  • Full Promotions Team:
    Marketing
    Sales
    Editorial/Newsroom/Promotions Manager
    IT
    Support
  • Look ahead two months
    Consider external factors
    Consider Internal factors
    Historical data and trends
    Align with other company goals, efforts (sales, marketing/promotions, newsroom)
    Train your team on the power of promotions (sales/marketing)
  • Excite your sales team
    Create sales materials to make it easy for reps
    Give spiffs and bonuses
    Make promotions a part of the regular sales meeting
    Have a sales blitz
  • If entrants shared the Workshop Makeover Giveaway on Facebook, they received 3 extra entries for each person who subsequently entered using their unique link. It was also possible to win a $200 shopping spree by referring the grand prize winner.
    Both of these tactics encouraged significant social sharing!
  • Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket.
    Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
  • Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket.
    Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
  • Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket.
    Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
  • Focus on Revenue
    Ask yourself these questions
    Create a list of these people
    First – the most obvious, the low-hanging fruit
    Look at your current client list
    Do they have something coming up we could activate?
    Check out their website – what do they have going on?
    Facebook contests, are they on Facebook? If they’re posting with some level of frequency it shows that Facebook is important to them
    You don’t want to target someone who has a page but never posts – they’re not going to see a return on their investment because they’re not investing anything into their Page
    They’re not going to keep up the momentum or be in a position to do anything with all of the new fans you will deliver to them
    Go back to their Timeline – what did they do last year for X holiday
    Check out their Events page
    Who’s currently advertising their Facebook page but might not be running a contest with you?
    Remember to target your sponsors according to the theme of your contest. For example, if you are running a “Cutest Kids Competition,” secure a children’s clothing shop, toy store or a family-friendly restaurant.
  • It’s also giving fans what they want
    Engage new fans and re-engage existing fans, imperative to remaining visible in Newsfeed (Edgerank)
  • For those of you who don’t know, this is what a Facebook contest looks like
    It’s fully integrated into your Page as an app
    It is Like-Gated
    This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • KFDM
    Beaumont, TX
    DMA 141
  • KFDM
    Beaumont, TX
    DMA 141
  • Example of a sponsored contest
  • We’ve seen social boost drive 25% of entries
  • You’ve seen the KNRK example where the contest was run on their page and sponsored by a local brewery and tech school
    Now let’s talk about a really exciting revenue stream
    Another way you can make money from Facebook contests is by running contests for them on their page
    Like an Agency – provide digital agency services
    -
  • If you've got a cute kid who's five or younger, submit a photo of them for a chance to win a prize package worth more than $600!!
    Revenue: $3,780
    Title Sponsor: $3k
    Supporting sponsors: $780
    Logo on contest graphics
    Daily Facebook posts on all 3 station pages
    Live mentions
    If your child is voted the cutest, you'll win:
    $150 CASH from the Women's Center at Poplar Bluff Regional Medical Center
    $100 gift certificate to Tio's Mexican Bar & Grill
    $100 gift card to Rugratz Babies & Kids store
    One-hour massage provided by Lora Butler at Adkins Chiropractic
    $100 gift basket from Will Miller's Flowers
    Great package from Sunkissed Tanning Salon
  • If you've got a cute kid who's five or younger, submit a photo of them for a chance to win a prize package worth more than $600!! If your child is voted the cutest, you'll win:
    $150 CASH from the Women's Center at Poplar Bluff Regional Medical Center
    $100 gift certificate to Tio's Mexican Bar & Grill
    $100 gift card to Rugratz Babies & Kids store
    One-hour massage provided by Lora Butler at Adkins Chiropractic
    $100 gift basket from Will Miller's Flowers
    Great package from Sunkissed Tanning Salon
  • Emily
    According to a recent study by Manta
    BIG potential. What is your primary goal in using social media?
    #1 is Acquiring and Engaging new customers: 36%
    Facebook contests are the best way to get new fans
    Facebook contests are the best way to get new leads
  • This is ongoing – this isn’t “one and done” – growing your social presence and your database is ongoing
    Revenue: $10k for multiple promotions
    We gave away tix to Zach Brown Band concert
    We gave away a pair country Megatickets (a ticket to every country show that came over the summer)
    We gave away a VIP meet n greet for Jana Kramer that was performing at Pembroke Mall
    We are getting ready to another one with them too, still confirming the prize
  • Here we’ve got an example from Entercom Radio where they sold a $500 sweepstakes to a local bank
    Generated $18,000 from this one contest!
    Brand new giftcard program
    Holiday promotion
    Looking for people who are holiday shopping
    Marketing objective: wanted to double their Likes
    Biz Objective: wanted to sell 500 gift cards, average price point 25-50 a card
    This was supported by a giveaway of a $500 gift card on their Facebook Page 
  • Emily
    1252 new fans
    12,880% growth in engagement (PTA, People Talking About This)
  • Emily
    Big aspect of this campaign
    Send out a newsletter called Common Cents
    Gave them 562 new emails
  • Emily
    They ran out of gift cards!
    They sold 1000 gift cards
  • Emily
    In Card Sales
    That encouraged them to look at more promotions
    Used power of new fans in first quarter promotion
    Community Rewards program, had over 78k votes
    They were floored
  • Emily
    By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts it
    When they talk to advertisers they make a point to say we are consulting we are not selling to you.
    They get real answers this way about budget and inside information not normally shared with ad sales team.
  • By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts it
    When they talk to advertisers they make a point to say we are consulting we are not selling to you.
    They get real answers this way about budget and inside information not normally shared with ad sales team.
  • By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts it
    When they talk to advertisers they make a point to say we are consulting we are not selling to you.
    They get real answers this way about budget and inside information not normally shared with ad sales team.
  • Here’s a great example
    Auto Dealer gets his own contest on July 9, - $14k package for next month
    Google AdWords, YouTube Pre-Rolls
    The contest was $4k - fun prize, enter for your chance to drive a new Ford Mustang convertible for 2 weeks’
    will have an email opt-ins, and ask some simple survey questions - what make and model do you drive, are you looking to buy a car
  • 448 entrants, 30 people said next 3 months, 13 people said next month, 12 people said 6 months, 209 said they would like to receive more information from the auto dealer, 46%. TALK ABOUT HOT, QUALIFIED LEADS
  • Emily
    We’ve got a tip on using Facebook’s Graph Search
    Go to Facebook.com/search
    Type in “local restaurants” or “local banks”
    You’ll get a listing of all the business in your area that have a Facebook Page!
    Do you have anything to add Brandy?
    Brandy
    Best is when they DO have events
    Anything that involves food and entertainment – we’ve found this to work really well
  • Nathan
    Holiday-themed deals ran from 12/3 – 12/25 – “Last Minute Gifts” theme
    Reps were already pitching holiday print packages
    Nathan made sure they had info for holiday/store
    If they bought a print ad, include a deal
    Or if you don’t want to spend dollars on advertisers, then deals make sense
    Revenue per deal during time of the store increased 47% vs. 2012 average ($1097 vs $748)
    Review last year’s sales from print section, look to see who is inactive now or who bought last year
    Nathan pulls newspaper from last year (two months in advance of the month)
    Looking at what advertisers were promoting at the time and see what makes a great ad
    Target – anything that would make a good gift – “Would you give this as a gift?”
    Retail is a tricky category – focus on something better tied to the store
  • Shawn
    Market Size: 119
    Type of card: Golf
    Gross Revenue: $175K+
    Details: $99
    Traverse City, MI Insights
    2014 card launching in November
    Expecting $225K this year in cards
    Gross and net are the same thing for us
    Selling 3 regional cards at one time
    51 courses
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Paper ballots are time consuming, painful
  • Matt
  • Doug
  • How do we graphically explain this?
  • Julie
  • WAYS TO MAKE MONEY WITH VOTER’S CHOICE
    • Upgraded Listings
    • Ballot Sponsorships
    • Print Issue or On-Air Special
    • Live Event
    • Deals Store
    Look to the following pages for a breakdown of each.
    ★ Remember - these models can also be combined to maximize your
    revenue. A single ballot could incorporate upgraded listings, category
    sponsorships, preview and winners special sections,
  • People have struggled to make money DURING the promotion and online. Really get how to make money in print but not necessarily digitally.
    This is an answer to one of those challenges.
    The upgraded listing model works when you are featuring local advertisers on the ballot. This model allows them to pay to feature their listing more prominently in an effort to attract more votes.
    LISTING UPGRADES
    • Logo
    • Description
    • Website
    • Address
    • Interactive Map
    • Social Sharing Buttons
    o Facebook
    o Twitter
    o Google +
    In a mid-size market, you could charge each sponsor a $149 flat fee
    for an upgraded listing including an image, phone number, address,
    website, and Facebook & Twitter buttons. If you have 30 merchants
    who purchase upgraded listings for a 4-week ballot, you would end up
    generating $4,470 in revenue!
  • Augment revenue from upgraded listings by selling ballot sponsorships.
    BALLOT CATEGORY SPONSORSHIP
    With the ballot category sponsorship model, sponsors pay to be
    featured on a specific category of your ballot. an example might be the “Citizens Bank Coach of
    the Week.” In a mid-size market, you could charge a category sponsor
    $249/week for the duration of the promotion. If you have 10 category
    Sponsors for a 10-week ballot, that gives you $24,900 in revenue.
    Right now a mid market alternative weekly is charging $200/week for this type of sponsorship.
  • Augment revenue from upgraded listings by selling ballot sponsorships.
    BALLOT CATEGORY SPONSORSHIP
    With the ballot category sponsorship model, sponsors pay to be featured on a specific category of your ballot. an example might be the “Citizens Bank Coach of the Week.” In a mid-size market, you could charge a category sponsor $249/week for the duration of the promotion. If you have 10 category sponsors for a 10-week ballot, that gives you $24,900 in revenue.
  • If you have a print publication, creating a special section or issue announcing the winners of your metro Voter’s Choice competition is an absolute must.
    Many members of your audience will save their special issue to refer back to throughout the year
    Many winning merchants will frame their part and display it in their place of business
  • ★ A coupon or offer in a thank you ad is a great way to drive foot traffic back to the merchant’s location.
    ★ A call to action to enter a contest is a great way to drive traffic to a Facebook Page, and the QR code makes it even easier to act on!
  • Another way to continue to capitalize on your Voter’s Choice
    competition after the voting is over is to create a live event that
    celebrates the winners and brings the Voter’s Choice experience
    to life for your audience.
  • A deals store is an excellent way to continue making money once
    your Voter’s Choice ballot has wrapped up. Your voters chose
    these advertisers for awards, so the deals they have to offer are
    guaranteed to be appealing to your audience. As always, deals
    provide yet another way to engage your audience while driving
    even more revenue.
    Deal Store
    WHEN TO RUN
    –As soon as possible after your Voter’s Choice ballot is over and your winners have been announced.
    HOW LONG TO RUN
    –10-14 Days
    WHEN TO SELL
    –You should start selling as soon as you know the winners.
    PROSPECT LIST
    –Approach all of the winners and runner-ups from your Voter’s Choice ballot.
    HOW MANY DEALS TO INCLUDE
    –Aim for at least 10-15 deals (and remember that you can include multiple deals from the same merchant in your store).
  • $7,000 in revenue - Dick Hannah Subaru
    300 users
    140 email opt-ins for KGON
    826 total write-ins
  • Update to show buzz feeds’ name
  • Update to show buzz feeds’ name
  • http://www.newyorker.com/online/blogs/books/2013/08/10-paragraphs-about-lists-you-need-in-your-life-right-now.html
  • http://www.stltoday.com/sports/other/setting-the-record-straight-top-moments-in-st-louis-sports/article_c2bbd8f4-c7a4-11e1-8381-001a4bcf6878.html
  • Smartphone
    VC on tablet
  • Find two more examples
  • Get your advertisers to promote your ballot for you! Create a hashtag and use it in all promotions : #bestofswva #bowawards #bestofndfootball #bestofpreps
    Facebook, Twitter, Instagram, Pintrest, Vine! Use social media
  • Gives YOU something to talk about on your social news feed.
  • Consumer promoting their favorite.
  • Another way to continue to capitalize on your Voter’s Choice
    competition after the voting is over is to create a live event that
    celebrates the winners and brings the Voter’s Choice experience
    to life for your audience.
  • This model has been proven to work in markets large and small
    23 week pro football pickem contest
  • 30 sponsors!
    Sponsor photo printed weekly with latest picks and performance to-date in the contest promo/ad section
    Sponsors love to be VIPs in their community. Love the PRINT exposure they get for 23 weeks and love the notion of an online contest that drives local readers back to make picks week after week.
  • So many sponsors that the paper went from a double truck each week to a FOUR PAGE PULLOUT each week. For 23 weeks. Tied back in with the contest that was running online.
  • Why do you have the advantage?
    Your ability to integrate an online solution with a print solution allows this to become a $100k solution
    The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
    This is a Truly integrated contest that marries the value of online and and the power of print.
    Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
    Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
    Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
    So lets take a look at another one.
    $100k in revenue
    Secured 30 sponsors &
    advertisers
    Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
  • Sponsored by Second National Bank, Local Ford Dealer & the Great Darke County Fair
    Community sees contest as integral part of the fair
    We have been running the Fair Photo Cover Contest for three years now,
    It began when we were trying to come up with some good contests; it just made sense and gave us a local focus.
    Since that first year, entries have doubled.
  • Because the contest is so popular, it is very easy to find sponsors.
    We focus on banks, local restaurants, grocery stores, and locally owned and operated small businesses.
    During the fair, people come to our booth just to pick up the magazine and flip through the photos from this year’s contest.
  • Why do you have the advantage?
    Your ability to integrate an online solution with a print solution allows this to become a $100k solution
    The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
    This is a Truly integrated contest that marries the value of online and and the power of print.
    Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
    Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
    Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
    So lets take a look at another one.
    $100k in revenue
    Secured 30 sponsors &
    advertisers
    Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
  • This is a ballot promotion – a Best Of or Readers Choice. Historically these have been a print only promotion. Something that has been voted on strictly in print and requires hand counting of ballots and votes to determine winners.
  • Running these promotions digitally allows you to take what you’re already doing and make it better, faster and easier – allowing you to do more of these promotions and make even more money!
    Easily vote and write-in
    Allows you to combine digital sales with upgraded listings and ballot sponsorships with your popular print special section!
  • Examples of print ads that were sold in preview and Thank you special sections.
  • Why do you have the advantage?
    Your ability to integrate an online solution with a print solution allows this to become a $100k solution
    The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
    This is a Truly integrated contest that marries the value of online and and the power of print.
    Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
    Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
    Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
    So lets take a look at another one.
    $100k in revenue
    Secured 30 sponsors &
    advertisers
    Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
  • Launched Sept 3rd – go online and check it out!
    2nd year of holiday best of
    Best ofs work really well and they needed more of these types of promotions on their calendar
    19 counties in their footprints – huge market area.
    lots of boutiques - SMBs
    Needed something for holidays to tap into these retailers
    Also needed to breathe new life into their Holiday Gift Guide published in early Nov
  • The holiday gift guide has Editorial around Shopping, Entertaining, Events, Parties, Decorating, Recipes and they wanted a way to crowd source some of that information to make the print piece more exciting.
    Created this LOCAL shopping ballot
    Voting Categories Shopping Local Bargain Hunting Specialty Shopping Holiday Décor Holiday Pampering Holiday Entertaining 39 subcategories For Voters To Tell Us Who’s The BEST
    What’s new this year:
    Mobile friendly
    Faster vote tabulation and voter tracking
    Ability to offer enhanced listings to grow Social Media audience and drive website traffic
    Collecting opt-ins for deals program
  • Using all assets to promote this ballot
    In Print and on roanoke.com – including their blog – lots of homepage promotion – even have a “best of” link in top nav!
    Facebook and Twitter , Pintrest
    Lots of Email
    A2 mentions by news
    Paid Social Push AND Digital Billboards
  • Why do you have the advantage?
    Your ability to integrate an online solution with a print solution allows this to become a $100k solution
    The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
    This is a Truly integrated contest that marries the value of online and and the power of print.
    Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
    Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
    Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
    So lets take a look at another one.
    $100k in revenue
    Secured 30 sponsors &
    advertisers
    Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.

Transcript

  • 1. Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready Matt Coen President & Co-Founder Second Street @mcoen DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 2. Today • 5 Proven Promotions Opportunities • Expanding Reader’s Choice • Your Unique Position as a Print Publication @secondstreetlab
  • 3. Second Street @secondstreetlab
  • 4. @secondstreetlab
  • 5. secondstreetlab.com secondstreetlab.com @secondstreetlab @secondstreetlab @secondstreetlab
  • 6. 3,000 Media Partners @secondstreetlab
  • 7. Local Niche Partners @secondstreetlab
  • 8. The Major Shift DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 9. Ad Spending is Declining Source: Borrell Associates, Inc. 2013 In 2012, businesses spent 6% less on advertising than they had a decade earlier. @secondstreetlab $ in Billions
  • 10. Promotions are Increasing Source: Borrell Associates, Inc. 2013 The same year, they spent 88% more on promotions than they had a decade earlier. @secondstreetlab $ in Billions
  • 11. Source: Borrell Associates, Inc. 2013 Growth in Promotions Spending @secondstreetlab
  • 12. In Billions Why Online Promotions? Source: Borrell Associates, Inc. 2013 @secondstreetlab
  • 13. A Lean-Forward Medium @secondstreetlab
  • 14. A Lean-Back Medium @secondstreetlab
  • 15. A Lean-Back Medium @secondstreetlab
  • 16. A Lean-Back Medium @secondstreetlab
  • 17. A Lean-Forward Medium @secondstreetlab
  • 18. start with email DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 19. $3MM from Email @secondstreetlab
  • 20. Shared Advertiser Facebook Contest Christmas in July  $19,250 in Revenue  11 Sponsors  157 – 341 New Likes per Advertiser “ We grew revenue by $5,000 in the second version of this SMB Facebook promotion.” @secondstreetlab - Katie Wilson, Digital Sales Manager
  • 21. Grizzly Jack’s Grand Bear Resort  $38,038 Gross  Regional Travel  2-night stay for 6 or 9 guests @secondstreetlab
  • 22. Reader’s Choice Ballot @secondstreetlab
  • 23. Gridiron Challenge @secondstreetlab
  • 24. @secondstreetlab
  • 25. Intersection of Promotions @secondstreetlab
  • 26. @secondstreetlab
  • 27. Daily Activities of US Internet Users 91% of people 91% of people check their email check their email at least once a day at least once a day Source: eMarketer @secondstreetlab
  • 28. The Impact of Email 70% of 70% of Submissions Submissions @secondstreetlab
  • 29. Email = 66% of Deal Revenue @secondstreetlab
  • 30. Email List Size & Revenue 513 Sold @secondstreetlab
  • 31. Deals: A Tale of Two Cities @secondstreetlab
  • 32. Deals: A Tale of Two Cities @secondstreetlab
  • 33. Email: Center of a Revenue Plan Direct Direct Marketing Marketing Contests Contests Deals Deals Email Ads Email Ads @secondstreetlab
  • 34. Email + Promotions @secondstreetlab
  • 35. Email Growth: Next Steps @secondstreetlab
  • 36. plan DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 37. Set a Goal @secondstreetlab 1
  • 38. Put a Team Together @secondstreetlab 2
  • 39. Create a Calendar @secondstreetlab 3
  • 40. Stores & Cards Contests Free Deal January Free Deals & Credits Kids February March Card: Golf Card Basketball Mother’s Day Contest Promo Code: Inactive Buyers May June Summer Fun Store: Summer Fun August Metro Pets Free Deal September October Ballots Golf April July Sweepstakes Football (Sept-Feb) Card: Spa Card November Store: Cyber December Monday/Holiday @secondstreetlab Store Spa Halloween Promo Code: Inactive Buyers Holiday Holiday Shopping
  • 41. Organize Your Team @secondstreetlab 4
  • 42. Excite Your Sales Force @secondstreetlab 5
  • 43. opportunities for online promotions DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 44. 1 Run Sponsored Contests DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 45. Workshop Makeover Giveaway Popular Woodworking  674,417 Submissions  1,588,792 Pageviews  Social Boost Enabled  Sponsored by ???? @secondstreetlab
  • 46. The Onion Beer Bracket Madison.com  $7,000 in Revenue  1,238 Registered Users  41,925 Pageviews @secondstreetlab
  • 47. Dream Wedding WSB-FM  $30,000 in Revenue  483 Submissions  10 Weddings Booked with Sponsor @secondstreetlab
  • 48. Music Festival & Showcase Contest Orange County Register  $15,000 in Revenue  90 Submissions @secondstreetlab
  • 49. Bar Wars Gambit  $13,000 in Revenue  3,608 Registered Users  Winning Bar Chose Charity to Receive $1,000  Wrap Party at Winning Bar @secondstreetlab
  • 50. The FOX 50 Lip Dub Project WRAZ-TV  Over $200,000 in Revenue  3rd Annual Contest  44 School Entries  Over 2.2 MILLION votes @secondstreetlab
  • 51. Cutest Pet Photo Contest U-T San Diego  $30,000 in Revenue  2,592 U-T Opt-ins  299 Advertiser Optins  734 Entries @secondstreetlab
  • 52. Win Your Own Man Cave The Day  $12,000 in Revenue  614 Opt-ins @secondstreetlab
  • 53. Sponsorship Models Exclusive Exclusive Category-Exclusive Category-Exclusive Multiple Multiple @secondstreetlab
  • 54. Identify the Right Sponsors Who do II want to Who do want to grow business with? grow business with? Who would be a Who would be a good match for the good match for the target demographic target demographic & contest theme? & contest theme? @secondstreetlab Who needs a fresh Who needs a fresh idea to maintain or idea to maintain or increase spend? increase spend?
  • 55. 2 Run Advertiser Contests DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 56. Incentivize the Like @secondstreetlab
  • 57. What is a Facebook Contest? @secondstreetlab
  • 58. Like-Gate Must ‘Like’ your Page to enter @secondstreetlab
  • 59. Entry Form Visible after they ‘Like’ the Page @secondstreetlab
  • 60. Facebook Sweepstakes Pick Your Ticket for December to Remember KNRK-FM @secondstreetlab
  • 61. Expand Reach with Social Boost @secondstreetlab
  • 62. Sponsored vs. Agency-Model On aaMedia On Media Company Page, Company Page, Sponsor in Branding Sponsor in Branding On an Advertiser On an Advertiser Page, No Mention Page, No Mention of Media Company of Media Company @secondstreetlab
  • 63. Sponsored Facebook Contests Cutest Kid Contest Women’s Center KKLR-FM @secondstreetlab
  • 64. 14 UGC Photo Women’s Center Cutest Kid Contest KKLR | Poplar Bluff, MO “ This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up - Carrie Smothers, Digital Director on the Huffington Post recently!” This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up @secondstreetlab Post recently!” on the Huffington - Carrie Smothers, Digital Director
  • 65. 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013 @secondstreetlab
  • 66. SMB Social Media Goals Facebook Contest Facebook Contest Opportunity Opportunity Source: Manta @secondstreetlab
  • 67. Pembroke Mall Max Media Hampton Roads, VA @secondstreetlab
  • 68. $500 Local Bank Giveaway Entercom New Orleans $18,000 in Revenue Likes Doubled in 2 Weeks @secondstreetlab
  • 69. 1,252 new fans +12,800% increase in PTA @secondstreetlab Page 2 of 5
  • 70. 562 new emails @secondstreetlab Page 3 of 5
  • 71. 1000 @ 500 @ $130 a card $37.50 a card @secondstreetlab Page 4 of 5
  • 72. $100,000 in revenue @secondstreetlab Page 5 of 5
  • 73. Spring into Prizes Quad-City Times @secondstreetlab
  • 74. Exclusive Advertiser Package Sweepstakes 2 Week Facebook Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $1,000 3-3 Column x 10” Print Ads $750 Contest setup on your Facebook Page $500 Like-Gate $750 Opt-in for Email Database $750 Social media mentions $500 Email blast to 20k members $1,000 Web Display Ads, 100k ROS impressions $750 Total Value: $7,000 Cost To You: $5,000 @secondstreetlab
  • 75. Shared Advertiser Package 2 Week Facebook Sweepstakes Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $3,150 3-3 Column x 10” Promotional Print Ads $2,340 Shared email to 80K + $6,000 100k ROS impressions (728x90 promotional ad) $2,000 Total dominance contest promotion $2,000 Set up and placement on contest page $500 Total Value: $15,990 Cost To You: $1,000 @secondstreetlab
  • 76. Shared Advertiser Package 2 Week Facebook Sweepstakes 50 ,2 0 26 00 1 Sunday Full Page Promotional Ad $3,150 $ , 3-3 Column x 10” Promotional Print Ads e = $2,340 5 u 10 Shared email to 80K + $6,000 en ) = $ v 100k ROS impressions (728x90 promotionalrad) $2,000 Re er yea gnpromotionp Total dominance ai contest $2,000 (4 p onue page Set up and placement n contest $500 am ve r C Re Total Value: $15,990 e P r ly Cost To You: $1,000 a Ye Facebook marketing consultation @secondstreetlab Included
  • 77. agency services $4,000 Revenue @secondstreetlab
  • 78. Identify Hot Leads @secondstreetlab
  • 79. facebook.com/search @secondstreetlab
  • 80. 3 Run Deals DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 81. Quad-City Times @secondstreetlab
  • 82. UpNorthLive @secondstreetlab
  • 83. Daily Deals News Tribune, The Bellingham Herald, The Olympian  $62,202 in Revenue  $7 for $14.95 @secondstreetlab
  • 84. Weekly Deals Shaw Suburban Media $178,000 in Revenue @secondstreetlab
  • 85. Deal Stores Quad-City Times $154,835 in Revenue 77 Deals 8,086 Sold @secondstreetlab
  • 86. Cards $250,000 in Revenue 19 Rounds of Golf @secondstreetlab
  • 87. 4 Expand Reader’s Choice DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 88. @secondstreetlab
  • 89. @secondstreetlab
  • 90. @secondstreetlab
  • 91. @secondstreetlab
  • 92. @secondstreetlab
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  • 98. @secondstreetlab
  • 99. @secondstreetlab
  • 100. “Our new tool gave me the ability tabulate votes faster, offer enhanced listings to increase revenue, plus collect email opt-ins for my deals program. It only took 30 minutes to set up this year!  Last year it took a week and a half to tabulate this year we drastically reduced that.” Tammy Burdick Senior Market Analyst, The Roanoke Times @secondstreetlab
  • 101. “Last year, we had 20,000 votes and it took us 2 weeks to count. This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.” #voterschoice @secondstreetlab Len Egdish
  • 102. Revenue Opportunities DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 103. @secondstreetlab
  • 104. Upgraded Listings @secondstreetlab
  • 105. Category Sponsorships @secondstreetlab
  • 106. Online Ads @secondstreetlab
  • 107. Special Print Issues @secondstreetlab
  • 108. “Vote” & “Thank You” Ads @secondstreetlab
  • 109. Live Events @secondstreetlab
  • 110. Deals Stores @secondstreetlab
  • 111. @secondstreetlab
  • 112. best of santa clarita valley The Signal | Santa Clarita, California @secondstreetlab
  • 113. southwest florida’s choice awards Naples Daily News | Naples, Florida  $110,000 in Revenue  Live Event @secondstreetlab
  • 114. 5 Run Niche Ballots DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 115. football fans’ choice awards The Signal | Santa Clarita, California  $4,000 in DIGITAL Revenue  1,000+ Opt-Ins  20,000+ Votes “ We believe that the Prep Football Fans’ Choice Awards will become an annual event, and we plan to expand it (maybe even host a live event) in future years.” @secondstreetlab - Vince Johnson, Chief Multimedia Officer
  • 116. best of holiday shopping Roanoke Times | Roanoke, Virginia  $70,000 in Revenue  Integrated Ballot, Print Special Section, and Deals Store “ The Best of Holiday Shopping ballot turned out to be the perfect way to simultaneously fill out our promotions calendar and engage small and mid-sized retailers leading up to the holiday shopping season.” - Tammy Burdick, Senior Market Analyst @secondstreetlab
  • 117. state fair top ten State Journal-Register | Springfield, Illinois  $1,000+ Registrations “ We were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide…This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on Facebook.” - Marty Carry, Advertising Director @secondstreetlab
  • 118. family favorites MetroFamily Magazine | Oklahoma City, Oklahoma  Digital Revenue from Expanded Listings & Category Sponsorships  Print Revenue from Thank You Ads in Print Issue @secondstreetlab
  • 119. top 92 countdown KGON-FM | Portland, Oregon  $7,000 Revenue from Subaru  300 Registered Users  140 Email Opt-Ins  826 Total Write-Ins @secondstreetlab
  • 120. wedding @secondstreetlab
  • 121. sports @secondstreetlab
  • 122. food @secondstreetlab
  • 123. holidays @secondstreetlab
  • 124. business @secondstreetlab
  • 125. BALLOTS HIT ON TRENDS DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 126. LISTS @secondstreetlab
  • 127. @secondstreetlab
  • 128. @secondstreetlab
  • 129. @secondstreetlab
  • 130. @secondstreetlab
  • 131. @secondstreetlab
  • 132. @secondstreetlab
  • 133. MOBILE @secondstreetlab
  • 134. @secondstreetlab
  • 135. LOCAL @secondstreetlab
  • 136. @secondstreetlab
  • 137. SOCIAL @secondstreetlab
  • 138. @secondstreetlab
  • 139. @secondstreetlab
  • 140. @secondstreetlab
  • 141. CROWD SOURCING CONTENT @secondstreetlab
  • 142. @secondstreetlab
  • 143. SMB ADVERTISERS @secondstreetlab
  • 144. @secondstreetlab
  • 145. USER-GENERATED REVIEWS @secondstreetlab
  • 146. @secondstreetlab
  • 147. LIVE EVENT @secondstreetlab
  • 148. @secondstreetlab
  • 149. @secondstreetlab
  • 150. Promotions + Print DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
  • 151. Pro Football Contest The State Journal-Register Springfield, OH 50,000 circulation @secondstreetlab
  • 152. Pro Football Contest VIP picker photo printed weekly @secondstreetlab
  • 153. Pro Football Contest Four page pullout for 23 weeks @secondstreetlab
  • 154. Pro Football Contest Result: $100K in revenue • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs @secondstreetlab
  • 155. Fair Photo Cover Contest The Daily Advocate Greenville, Ohio 7,000 circulation @secondstreetlab
  • 156. Fair Photo Cover Contest Contest photos printed alongside ads @secondstreetlab
  • 157. Pro Football Contest Result: $100K in revenue • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs @secondstreetlab
  • 158. Metro Ballot The Naples Daily News Naples, FL 61,000 circulation @secondstreetlab
  • 159. Metro Ballot @secondstreetlab
  • 160. Metro Ballot @secondstreetlab
  • 161. Pro Football Contest Result: $110K in revenue • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs @secondstreetlab
  • 162. Niche Ballot The Roanoke Times Roanoke, VA 90,000 circulation @secondstreetlab
  • 163. Niche Ballot @secondstreetlab
  • 164. Niche Ballot Integrated Integrated promotional promotional plan plan @secondstreetlab
  • 165. Pro Football Contest • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs Result: $50K in revenue @secondstreetlab
  • 166. Q&A secondstreetlab.com/aan Matt Coen matt@secondstreet.com 314.880.4902 @mcoen Secondstreetlab.com @secondstreetlab @secondstreetlab