Adopting an agency model can help you monetize Facebook by packaging social media into integrated campaigns and using contests to drive audience and revenue. Using all promotional assets at your disposal to sell a contest to your advertiser that allows them to increase their social audience and allows you to show off your powerful promotional chops. Watch the above recording to find hear how you can adopt an agency model to sell Facebook contests to your advertisers. Watch the webinar recording or check out our top takeaways from presentation: http://secondstreetlab.com/2012/05/top-takeaways-the-agency-model/

1. The Agency Model
Selling Facebook Contests to Your Advertisers
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
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2. Who We Are
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3. What We Do
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
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4. Why Contests?
• Build Audience, Page Views and Awareness
• Generate Sponsorship & Ad Revenues
• Build User Database for Email Marketing
• Powers Your Social and Mobile Strategy
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5. 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
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6. Our Partners
2,400 local media companies
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7. The Agency Model
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
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8. The Agency Model
Marketing Choices
Print Web On-Air
Email SEO Social
Blasts Packages Media
Pay-Per Text Direct
Click Messages Mail
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9. The Agency Model
Local Media Agencies
• Cox
• Gannett
• Gatehouse
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10. The Agency Model
The 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
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11. The Agency Model
Have an in house agency?
• Facebook contests can be an
important core of your model
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12. The Agency Model
Ok, so you don’t have an
agency?
• 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
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13. 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
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14. The Agency Model
Components 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 Running a sponsored contest on your
Facebook page is not a true
• Prize corresponds with advertiser contest
advertiser’s brand
• Email opt-in is for the advertiser
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15. The Agency Model
Why 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 has made contests viral
• Opportunity to build more revenue and develop a deeper relationship
than if they just bought media from you
*eMarketer February 2011
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16. Advertiser Contest
Case Studies
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
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17. Facebook Case Studies
ABC15.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
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18. Facebook Case Studies
ABC15.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
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19. Facebook Case Studies
Quad City Times
• Promotion Package
• Email Blast
• Homepage ad
• ROS ad
• Facebook contest on
advertiser’s page
• 2 week duration
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20. Facebook Case Studies
Quad City Times
• Results:
• Have 7 live advertiser
contests
• Range $5-$15k
• Building email list and fan
count for local advertisers
(2,000+ fans)
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21. Facebook Case Studies
Herald Times
• Bloomington, IN
• 27k circulation paper
• Goal: Increase spending by
local advertisers by giving
them social media tools
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22. Facebook Case Studies
Herald 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
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23. Facebook Case Studies
Herald Times
• Results:
• Six packages sold in 8 weeks
• 208% increase in Likes for
advertisers
• All users get “submission”
offer (e.g. $2 ticket
discount)
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24. Facebook Case Studies
NorthofBoston.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
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25. Facebook Case Studies
KDND-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
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26. Best Practices
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27. Best Practices
Prospects
• Restaurants
• Retail
• Hotel & Travel
• Local advertisers with good
reputation and current social
presence
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28. 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 advertiser
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29. 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 redirect
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30. Best Practices
What 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 - $5k
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31. Best Practices
• 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
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32. Questions?
Matt Coen Julie Foley
Owner & Co-Founder Director of Affiliate Success
matt@secondstreet.com julie@secondstreet.com
314-880-4902 314-880-4910
877-843-2900x4902 (Toll-free) 877-843-2900x4910 (Toll-free)
Follow me @mcoen Follow me @julie_foley
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