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360 Media Alliance Summit

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360 Media Alliance Summit

  1. 1. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Online Promotions are an EXPLOSIVE Opportunity & Newspapers are Ready Matt Coen | President & Co-Founder| Second Street | @mcoen
  2. 2. @secondstreetlab Our Partners3,000 media companies & growing
  3. 3. @secondstreetlab
  4. 4. @secondstreetlab secondstreetlab.com @secondstreetlab
  5. 5. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift
  6. 6. @secondstreetlab Source: Borrell Associates in Billions Why Online Promotions?
  7. 7. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE start with email
  8. 8. @secondstreetlab $3MM from Email
  9. 9. @secondstreetlab Intersection of Promotions
  10. 10. @secondstreetlab
  11. 11. @secondstreetlab 91% of people check their email at least once a day 91% of people check their email at least once a day Source: eMarketer Daily Activities of US Internet Users
  12. 12. @secondstreetlab 70% of Submissions 70% of Submissions The Impact of Email
  13. 13. @secondstreetlab Email + Promotions
  14. 14. @secondstreetlab Mobile + Photo Contests
  15. 15. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Planning is crucial
  16. 16. @secondstreetlab
  17. 17. @secondstreetlab
  18. 18. @secondstreetlab secondstreetlab.com/calendar
  19. 19. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE opportunities for online promotions
  20. 20. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Run SPONSORED Contests1
  21. 21. @secondstreetlab U-T San Diego
  22. 22. @secondstreetlab U-T San Diego $30,000 in Revenue
  23. 23. @secondstreetlab WQNU-FM
  24. 24. @secondstreetlab WQNU-FM $20,000 Revenue Increase
  25. 25. @secondstreetlab WSAZ-TV
  26. 26. @secondstreetlab WSAZ-TV $10,000 in Revenue
  27. 27. @secondstreetlab Omaha World Herald
  28. 28. @secondstreetlab Omaha World Herald $75,000 in Revenue
  29. 29. @secondstreetlab WSB-FM
  30. 30. @secondstreetlab $30,000 in Revenue WSB-FM
  31. 31. @secondstreetlab 10 Weddings Booked WSB-FM
  32. 32. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Promotions + Print
  33. 33. @secondstreetlab The Daily Advocate Greenville, Ohio 7,000 Circulation
  34. 34. @secondstreetlab Contest Photos in Fair Magazine Contest Photos in Fair Magazine
  35. 35. @secondstreetlab $100,00 0
  36. 36. @secondstreetlab Sponsorship Models ExclusiveExclusive Category-ExclusiveCategory-Exclusive MultipleMultiple
  37. 37. @secondstreetlab Identify the Right Sponsors Who would be a good match for the target demographic & contest theme? Who would be a good match for the target demographic & contest theme? Who needs a fresh idea to maintain or increase spend? Who needs a fresh idea to maintain or increase spend? Who do I want to grow business with? Who do I want to grow business with?
  38. 38. @secondstreetlab Exclusive UGC Contest Sponsorship Package Branded Micro Site $500 10 2 col x10” full color promo ads with logo prominently displayed (ROP in the paper) $750 Contest setup on your Facebook Page $500 Like-Gate $750 Opt-in for Email Database $750 Social media mentions $500 Email campaign, all including the sponsor’s logo & coupon/offer: -Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the contest begins -Follow up invitation email: Day contest begins -Thank you for entering/voting email: All registered users -Winner announcement email at end of season with coupon/offer $1,000 Web Display Ads, 100K ROS impressions $750 Total Value: $5,500
  39. 39. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Run Advertiser Contests2
  40. 40. @secondstreetlab What is a Facebook Contest?
  41. 41. @secondstreetlab Like-Gate Must ‘Like’ Page to Enter Must ‘Like’ Page to Enter
  42. 42. @secondstreetlab Visible after Page is ‘Liked’ Entry Form
  43. 43. @secondstreetlab Expand Reach with Social Boost
  44. 44. @secondstreetlab Incentivize the Like
  45. 45. @secondstreetlab Sponsored vs. Agency-Model On Advertiser’s Page, No Mention of Media Company On Advertiser’s Page, No Mention of Media Company On Media Company’s Page, Sponsor in Branding On Media Company’s Page, Sponsor in Branding
  46. 46. @secondstreetlab 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013
  47. 47. @secondstreetlab Source: Manta Facebook Contesting Opportunity Facebook Contesting Opportunity SMB Social Media Goals
  48. 48. @secondstreetlab Quad-City Times
  49. 49. @secondstreetlab
  50. 50. @secondstreetlab Identify Hot Leads
  51. 51. @secondstreetlab $14,000 in Revenue Quad-City Times
  52. 52. @secondstreetlab Quad-City Times
  53. 53. @secondstreetlab Quad-City Times $19,500 in Revenue
  54. 54. @secondstreetlab
  55. 55. @secondstreetlab Quad-City Times Shared Agency-Model Package 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 Advertiser: $1,000
  56. 56. @secondstreetlab Per Campaign Revenue = $19,500 Yearly Revenue (6 per year) = $117,000
  57. 57. @secondstreetlab Exclusive Agency-Model Sales Package Facebook Marketing Consultation $500 2 full color, ½ page promotional ads with logo $1,000 1 full color front page strip ad with logo the day the contest launches $750 Contest Setup on Facebook Page $500 Like-Gate $750 Opt-in for Your Email Database $750 Social Media Mentions $500 Email to Database of 20K $1,000 Web Display Ads, 100k ROS impressions $750 Total Cost: $6,500
  58. 58. @secondstreetlab Shared Agency-Model Sales Package Facebook Marketing Consultation $500 1 Full Page Promotional Ad $3,150 3 ½ Page Horizontal Print Ads $2,350 Shared Email to Database of 20K $2,000 100K ROS impressions (728 x 90 Promotional Ads) $2,000 Total Dominance Contest Promotion $2,000 Contest Setup on Facebook Page $500 Total Value: $13,500 Cost: $1,000
  59. 59. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Expand Reader’s Choice3
  60. 60. @secondstreetlab
  61. 61. @secondstreetlab
  62. 62. @secondstreetlab “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
  63. 63. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Revenue Opportunities
  64. 64. @secondstreetlab
  65. 65. @secondstreetlab Upgraded Listings
  66. 66. @secondstreetlab Category Sponsorships
  67. 67. @secondstreetlab Online Ads
  68. 68. @secondstreetlab Special Print Issues
  69. 69. @secondstreetlab Vote for Me & Thank You Ads
  70. 70. @secondstreetlab Live Events
  71. 71. @secondstreetlab The Signal
  72. 72. @secondstreetlab $75,000 in Revenue The Signal
  73. 73. @secondstreetlab Naples Daily News
  74. 74. @secondstreetlab $110,000 in Revenue Naples Daily News
  75. 75. @secondstreetlab The Southern Illinoisan
  76. 76. @secondstreetlab $14,000 in Revenue The Southern Illinoisan
  77. 77. @secondstreetlab Exclusive Ballot Sponsorship Package Full color ½ page ad in “Vote for Me” Preview Section $2,000 Upgraded listing with image, phone number, location, website, & social buttons $150 Leaderboard ad above sub-category section $500 300 x 250 ad on the ballot page $250 Opt-in for Email Database on registration page $250 Social media mentions with links back to sponsor’s accounts $1,500 Email campaign, all including the sponsor’s logo & coupon/offer: -Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the ballot begins -Follow up invitation email: day ballot begins -Thank you for voting email: All registered users -Winner announcement email at end of ballot with coupon/offer $1,000 Web Display Ads, 100k ROS impressions $750 Total Value: $6,400
  78. 78. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Run Niche Ballots 4
  79. 79. @secondstreetlab 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.” - Vince Johnson, Chief Multimedia Officer $4,000 in DIGITAL Revenue 1,000+ Opt-Ins 20,000+ Votes “ football fans’ choice awards The Signal | Santa Clarita, California
  80. 80. @secondstreetlab 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 $70,000 in Revenue Integrated Ballot, Print Special Section, and Deals Store “ best of holiday shopping Roanoke Times | Roanoke, Virginia
  81. 81. @secondstreetlab 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 “ state fair top ten State Journal-Register | Springfield, Illinois
  82. 82. @secondstreetlab Digital Revenue from Expanded Listings & Category Sponsorships Print Revenue from Thank You Ads in Print Issue family favorites MetroFamily Magazine | Oklahoma City, Oklahoma
  83. 83. @secondstreetlab wedding
  84. 84. @secondstreetlab sports
  85. 85. @secondstreetlab food
  86. 86. @secondstreetlab holidays
  87. 87. @secondstreetlab business
  88. 88. @secondstreetlab DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Run Cards 5
  89. 89. @secondstreetlab Golf Card
  90. 90. @secondstreetlab JS Online
  91. 91. @secondstreetlab JS Online Results •Over $45K gross (and growing) •Unlimited Inventory •Must Pay Cart Fee •Valid through 2014 Season Results •Over $45K gross (and growing) •Unlimited Inventory •Must Pay Cart Fee •Valid through 2014 Season
  92. 92. @secondstreetlab WISE TV
  93. 93. @secondstreetlab WISE TV Results •$75k + in Gross Revenue •1,000 cards SOLD OUT IN A MONTH •Must Pay Cart Fee •Valid through 2014 Season Results •$75k + in Gross Revenue •1,000 cards SOLD OUT IN A MONTH •Must Pay Cart Fee •Valid through 2014 Season
  94. 94. @secondstreetlab Spa Card
  95. 95. @secondstreetlab State College Spa Card
  96. 96. @secondstreetlab State College Spa Card Results •Over $12K gross •Sold Out…TWICE •Popular Spa •Huge Promotion Results •Over $12K gross •Sold Out…TWICE •Popular Spa •Huge Promotion
  97. 97. @secondstreetlab secondstreetlab.com/allianc e @secondstreetlab matt@secondstreet.com | 314.880.4902 | @mcoen Matt Coen

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