@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 Broadca...
@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 S...
@secondstreetlab
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell ...
@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
AD...
@secondstreetlab
What is a Facebook Contest?
Contest App
@secondstreetlab
Like-Gate
Must
‘Like’
Page to
Enter
@secondstreetlab
Visible
after Page
is ‘Liked’
Entry Form
@secondstreetlab
Expand Reach with Social Boost
@secondstreetlab
Sponsored vs. Advertiser
On Advertiser’s
Page, No Mention
of Media Company	

On Media
Company’s Page,
Spo...
@secondstreetlab
Contest Run on Media Company Facebook
Page, Sponsor’s Logo Included in Branding 	

Sponsored vs Advertise...
@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...
@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 ...
@secondstreetlab
$14,000 in Revenue
Quad-City Times
@secondstreetlab
$18,000 in revenue
Doubled Likes 
in 2 weeks
$500 Facebook Sweepstakes
Community Bank
Exclusive Advertise...
@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	
  
1200	
  
Actual Giftcards Sold
1000
@
$130
a card
0	
  
20...
@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 (...
@secondstreetlab
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
On Air Commercials (:30) M-F 6a-7p (...
@secondstreetlab
Sample package – TV 
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
Mentions in wea...
@secondstreetlab
Sample package – TV 
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
Mentions in wea...
@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
@secondstreetlab
New advertisers
 2
@secondstreetlab
Drive results
L E A D S D A T A B A S E L I K E S 
3
@secondstreetlab
Download the kit now!
@secondstreetlab
secondstreetlab.com/iba
@secondstreetlab
matt@secondstreet.com | 314.880.4902 | @mcoen
Matt Coen
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Illinois State Broadcasters Association Presentation

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Illinois State Broadcasters Association Presentation

  1. 1. @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
  2. 2. @secondstreetlab Our Partners 3,000 media companies & growing
  3. 3. @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
  4. 4. @secondstreetlab $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?
  5. 5. @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
  6. 6. @secondstreetlab WEZB-FM 13,730,702 Votes
  7. 7. @secondstreetlab WEZB-FM $25,000 in Revenue
  8. 8. @secondstreetlab WRAZ-TV $100,000 in Revenue
  9. 9. @secondstreetlab WNOR-FM & WAFX-FM $137,000 in Revenue
  10. 10. @secondstreetlab WRAZ-TV $200,000 in Revenue
  11. 11. @secondstreetlab $30,000 in Revenue WSB-FM
  12. 12. @secondstreetlab 10 Weddings Booked WSB-FM
  13. 13. @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
  14. 14. @secondstreetlab What is a Facebook Contest? Contest App
  15. 15. @secondstreetlab Like-Gate Must ‘Like’ Page to Enter
  16. 16. @secondstreetlab Visible after Page is ‘Liked’ Entry Form
  17. 17. @secondstreetlab Expand Reach with Social Boost
  18. 18. @secondstreetlab Sponsored vs. Advertiser On Advertiser’s Page, No Mention of Media Company On Media Company’s Page, Sponsor in Branding
  19. 19. @secondstreetlab Contest Run on Media Company Facebook Page, Sponsor’s Logo Included in Branding  Sponsored vs Advertiser Contests
  20. 20. @secondstreetlab Sponsored vs Advertiser Contests Contest Run on Advertiser’s Page, Media Company Not Visibly Involved
  21. 21. @secondstreetlab Incentivize the Like
  22. 22. @secondstreetlab 30 Million SMB Facebook Pages
  23. 23. @secondstreetlab Other: 28% Find new customers& leads: 72% Source:  Manta   Facebook Contesting Opportunity SMB Social Media Goals
  24. 24. @secondstreetlab Quad-City Times
  25. 25. @secondstreetlab
  26. 26. @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?
  27. 27. @secondstreetlab $14,000 in Revenue Quad-City Times
  28. 28. @secondstreetlab $18,000 in revenue Doubled Likes in 2 weeks $500 Facebook Sweepstakes Community Bank Exclusive Advertiser Facebook Contests Entercom New Orleans, LA !  
  29. 29. @secondstreetlab 1,252 new fans +12,800% increase in PTA Exclusive Advertiser Facebook Contests
  30. 30. @secondstreetlab Advertiser facebook contest
  31. 31. @secondstreetlab 562 new emails Exclusive Advertiser Facebook Contests
  32. 32. @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
  33. 33. @secondstreetlab $100,000 in revenue Exclusive Advertiser Facebook Contests
  34. 34. @secondstreetlab Grow likes with a like-gate Must Like the Page to Enter $12,000 in Revenue $5,000 in Revenue
  35. 35. @secondstreetlab newsfeed
  36. 36. @secondstreetlab Grow likes with a like-gate 1,252 New Fans 66% Fan Growth
  37. 37. @secondstreetlab Contests build engagement 503% Engagement Growth
  38. 38. @secondstreetlab 900 new emails Advertiser contest results
  39. 39. @secondstreetlab 75% opt-in rate Advertiser contest results
  40. 40. @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
  41. 41. @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
  42. 42. @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
  43. 43. @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
  44. 44. @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
  45. 45. @secondstreetlab make a lot of money 1
  46. 46. @secondstreetlab New advertisers 2
  47. 47. @secondstreetlab Drive results L E A D S D A T A B A S E L I K E S 3
  48. 48. @secondstreetlab Download the kit now!
  49. 49. @secondstreetlab secondstreetlab.com/iba @secondstreetlab matt@secondstreet.com | 314.880.4902 | @mcoen Matt Coen
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