Making money with Facebook
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Making money with Facebook

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  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Julie
  • 30 billion pieces of content shared each month
  • by lowering the barrier to contest entry i.e. 50 votes and conducting a random draw, brands can build a participation ‘long tail’ that:prompts more people to enter because there is a reasonable chance of winning vs. having to compete with contest pros that buy/exchange votes.helps create business value by prompting brand communication with real people and fueling genuine word of mouth – with a low barrier to entry fans will likely share contest details/expose the brand to friends, family or colleagues. The low barrier of entry discourages users that participate in voting groups.creates an even playing field for participants and minimizes acrimony – the contest is deemed to be fair, doesn’t get overrun by people exchanging votes and mitigates negative dialogue.There is much more value in having a slower rate of acquisition and building a fan base that has the potential to be engaged … rather than rapid growth created by smoke and mirrors.
  • Matt
  • Being able to accomplish all three is what made this so powerful
  • Julie
  • Key point: partnership with Arizona Cardinals. Did better as a result of their fan base – but also grew their fan base.Made perfect sense from synergy standpoint.
  • Substantial growth in Facebook fans.
  • Even with smaller budgets you can still earn business.
  • Jeff:Another example of a client wanting to piggyback on ABC15 fanbase. Very similar to PIR messaging. They grew their fanbase more than we did. We used our fanbase to market the contest and to sell the contest to Fiat.
  • Since I first saw this contest WSH has increased their likes by 10,000!
  • Jeff:
  • MattNew revenue?Who sold it?More of these contests in 2012?You get what you promote. Cardinals did the best because it was promoted the best.
  • Drive Likes for you Drive Likes for your advertisersDrive new Revenue for your media company

Making money with Facebook Making money with Facebook Presentation Transcript

  • Section Header Section: Title Cool little catchy phase to impress people. Making Money 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. with Facebook Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
  • 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
  • Speakers Julie Foley Director of Affiliate Success Brian Page Online Products Director Scripps Media Matt Coen Owner & Co-Founder Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Who We Are □ Increase ROI, Build & Engage Audience □ □ □ □ WebinarWebinar hashtag is #2ndstreet Webinarhashtag is #2ndstreet hashtag is #2ndstreet Follow us on Twitter @2ndstreetmediaFollow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • What We Do A truly white label contest provider To date, UPICKEM has executed • More than 40,000 contests • On more than 1,300 local media sites • More than 6 million players have participated Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
  • Agenda• Play Anywhere!• Why Facebook?• What is the importance of a “Like”?• Revenue and Audience building case studies• Best Practices• Q&A Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia
  • Section Header Section: Title Cool little catchy phase to impress people. Play Anywhere! 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
  • Play Anywhere!• Your website• Mobile• Tablet• Facebook Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Play Anywhere!Website• “Traditional” contest platform Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Play Anywhere!Mobile• More than 1/3 of US adults now own smartphones• UPICKEM gets over half a million visits from mobile devices a month.• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.• Separate ad spaces for mobile version Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Play Anywhere!Tablet• Traffic from tablets has grown 1400% since July 2010• Separate ad spaces for Tablet version Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Play Anywhere!Facebook:• Unlimited Contests• Social Boost• Any UPICKEM contest can be run inside Facebook• Ability to run contest on multiple Facebook pages• Multiple contests one a single Facebook Page• Shared data with website version of contest• Like Gate• Full HTML Branding Control Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Play Anywhere!Your Advertiser on Facebook• Easily add the contest to your advertisers Page• Require the user to “Like” your advertiser before entering• Incorporate your advertiser into the “Like-gate” of your page Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Section Header Section: Title Cool little catchy phase to impress people. Why Facebook? 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
  • Why Facebook?• 800 million users• 200 million users in the US*• Average user has 130 friends and Likes two pages a month• Average user is connected to 80 community pages, groups and events• Most popular tool among marketers who use social media** * Inside Facebook Gold http://gold.insidenetwork.com/facebook/2011 Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet ** Social Media Marketing Industry Report, Social Media Examiner, April 2011 Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Why Facebook?Like-gating• For every one person that Likes a brand, an additional 34 of their friends can be reached through an exposure to the liker.* Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet * "The Power of Like: How Brands Reach and Influence Fans Through Social Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia Media Marketing" comScore, May 2011
  • Why Facebook?Contesting generatesstatus updates• 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral*• Social media tactics generate nearly 2.5 times more offline and online brand conversations than non-social tactics. They also yield 4x as many influenced purchases.** * "The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing" Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet comScore, May 2011 Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia ** Digital Actions and their effect on Advocacy, 22squared and Consumer Insights Inc., 2010
  • Why Facebook?Build Awareness• Photos are viewed more than anything else on Facebook* Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet * Digital Actions and their effect on Advocacy, 22squared and Consumer Insights Inc., 2010 Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Section Header Section: Title Importance of a Cool little catchy phase to impress people. 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 “Like” the leap into electronic typesetting, remaining essentially unchanged. Webinar hashtag is #2ndstreetFollow us on Twitter @2ndstreetmedia
  • Importance of a “Like”• “Likes” come from real people• Automatically exposes your brand to that person’s contacts• Low cost promotion tool• Allows instant interaction with your audience Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Importance of a “Like”• The average value of a Facebook like is $136.38• Fans are 28 percent more likely than non-fans to continue using a specific brand.• Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends. * "The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing" comScore, May 2011 Webinar hashtag isis #2ndstreet Webinar hashtag #2ndstreet Follow us on on Twitter @2ndstreetmedia Follow us Twitter @2ndstreetmedia
  • Importance of a “Likes”Low Barrier Contests• More entries• Encourages sharing• Creates even playing field for all participants Image from “Facebook Contests, Fan Acquisition and Business Value” Social Media Explorer November, 2011. Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Section Header Section: Title Cool little catchy phase to impress people. Set Goals 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
  • Set GoalsGoals for each FacebookContest:• Likes for your Facebook page• Likes for your advertisers• New revenue• Drive sign-ups for database Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Section Header Section: Title Cool little catchy phase to impress people. Case Studies 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
  • ScrippsScripps Social Media Strategy• What do you want to communicate?• What do customers want to share?• Integrate web page and marketing• How will you measure success? • Leads • Fans Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • WFTSAudience Builder“Blue Man Group Giveaway”Goals: Increase social mediapresence and user engagement bygrowing Facebook fans • Facebook contest • Integrated promotionResults Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • KY3Revenue Generator &Advertiser Audience Builder“Back to School Cool”• Andy’s Frozen Custard Giveaway• Exclusive contest for sponsor• 1,200 entries• Substantial growth of Facebook fans Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • WFTVRevenue Generator“Summer Splash Sweeps”• 11 sponsors!• Promoted on Facebook• Email opt-in for sponsors• 2,600 entries Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • KSWBRevenue Generator & AudienceBuilder“Football Frenzy”• SuperCuts & Little Ceasars• Part of Football Contest Campaign• Grown Likes by 5,000 since start of contest Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • St. Louis Post DispatchDatabase Builder“Name the Rally Squirrel”• 72 hour contest• Facebook promotion• Like Gating for SLPD• Database builder for Daily Deals• 3,350 entries• 36% signups for Deals email! Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • WSHAudience Builder“FANdemonium”• Facebook promotion• Like Gating for WSH• 76,000 entries!• Social Boost • 2 chances for every 1 referral! Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • San Diego Union TribuneDatabase Builder“Simon Mall Giveaway”• 1,900 entries• Likes for SDUT• Drove sign-ups for Deals Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • SummaryResults• Revenue• Likes for your page• Likes for your advertiser• Database builder• Power of your Facebook fan base is an important selling tool Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Section Header Section: Title Best Practices Cool little catchy phase to impress people. 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
  • Best Practices• When creating a contest, keep it simple. The less your fans need do to enter, the better.• Incorporate a sharing component so your contest spreads virally. • Consider Social Boost• Offer prizes that resonate with the target audience• Analyze your results• Optimize• Continue to engage your audience beyond the like Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia
  • Summary• 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
  • 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_foleyNote: We are recording this webinar and you will receive Webinar hashtag is #2ndstreet Webinar hashtag is #2ndstreet an email with links to the recording and the slide deck. Follow us on Twitter @2ndstreetmedia Follow us on Twitter @2ndstreetmedia