How to Generate Revenue with Facebook Advertiser Contests

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  • Emily: Thanks everyone for joining us for the webinar on how to Drive revenue with Facebook Contests. I’m excited to share with you recommendations and case studies on how you can monetize your Facebook presence by helping your advertisers generate revenue on their Facebook pages
  • Emily
  • In terms of who we are and how we help youOur products ultimately help you increase ROI and engage your audience in addition to driving revenueToday we’re going to focus on our UPICKEM contest engine in conjunction with Facebook but we also have eblast Engine, My captureandOur newest product – Voter’s Choice, which allows you to run ballot-style promotions easily and more effectively than ever beforeWe’re really excited about it
  • In terms of some housekeeping itemsIf you have questions, feel free to use the Questions module in the Go to webinar panelYou can also tweet at us – follow @secondstreet lab on Twitter. We’re also going to do a fun contest! Be the person who tweets the most using the hashtag #promotions lab will win a fun prize.We’re going to record this and everyone who registers will get an email within 48 hours with the recordingThe recording, slides and takeaways will also be up 24/7 at secondstreetlab.comSurvey at the end – your feedback is welcomed
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • Let’s go ahead and get started with the opportunity
  • The reason I’m so excited to have such a large group here today, I’m going to talk about a proven way to make some serious money - we’ve seen successacross a variety of media types and market size - I’ve seen it first hand during my experience at Entercom Radio – this isn’t just a concept
  • And it’s not surprising that we’ve sent his kind of resultsPromotional spend is increasing - Advertisers are looking for campaigns that can excite local audiences. Right now promotions are a $37 BB industry but look ahead just four short years and they are going to rise to 80 BB!! The data shows that these are the kind of marketing spends that advertisers are increasingly looking towards and…
  • and they’re either going to do it on their own or they can do it with you - and that’s what we’re here to talk about
  • It makes sense that businesses want to be on Facebook – this is where people spend their time digitally
  • This is the low hanging fruit, ripe for the picking
  • EmilyAccording to a recent study by MantaBIG 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 fansFacebook contests are the best way to get new leads
  • Why do I think Facebook Advertiser contests work?
  • Simply putSomething that I’ve been working with a lot of our partners here at Second street for the last couple years who have REALLY turned this into a lucrative part of their businessWe have a partner who did $3MM in revenue last year with Facebook Advertiser Contests
  • HUGE pool of advertisers are looking for this - Real momentum behind thisAuto DealersRestaurantsFinancial InstitutionsHousing and Real EstateWe’ll look at a lot of case studies todayAll turning to media to run contests for themPeople are paying really good money - reaching advertisers you don’t work with today
  • These are Campaigns you can put together to drive results really easily - you’ll see this with our partners sharing their case studies today We’re going to show you what it takes to get into this business and the types of results you can have, whether you have a digital agency at your media company or not – this can work for you
  • What are we talking about when we say “Facebook Advertiser Contests”
  • Selling sponsorship opportunities to contests run on your website has been a great model, still one that we highly recommend, generating millions of dollarsSponsored (traditional) – it’s the MEDIA company’s contest, on website or FacebookContest runs on your pageCo-brandedSponsor may provide prizeDual Like-gateDual Email opt-in
  • Since Facebook has come along, making your contest successful on Facebook has been a great complement to what you’re doing on your websiteAdding Facebook as a channel is great, and having it runs on your website as well as your FB page expands your reach and gives your sponsor a lot of exposure
  • TODAY we’re going to talk about this – rather than running on your website/Facebook and you sell them into itYou run contests on BEHALF of the advertiser on their Facebook pageDon’t discredit sponsorship – keep doing this – you guys have been making a lot of moneyWe’re talking about an opportunity to ADD to revenue by offering a different serviceIf you have an agency, this is a great thing to offer – if you DON’T, no worries, - these are just agency-like services you can offerIt’s all about themAdvertiser – it doesn’t have to be on their Facebook Page – you could create a minisite – you are an “agency” running this contest for your advertiser – just putting it on Facebook doesn’t mean it’s an advertiser contest – it’s their contest not yoursContest runs on their pageClient-focused objectivesClient pays for promotionClient provides the prizeSingle Like-gate + email opt-in
  • EmilyNow that we’ve got an understanding of the opportunity, let’s talk about how to capitalize on it!
  • Emily When you think about the Traditional marketing funnel - awareness, trial, engagementFacebook is a natural place for engagementEvent above and beyond the branding, this is the engagement pieceIt’s easy for us to sell them, clients want to be a part of this
  • Emily When you think about the Traditional marketing funnel - awareness, trial, engagementFacebook is a natural place for engagementEvent above and beyond the branding, this is the engagement pieceIt’s easy for us to sell them, clients want to be a part of this
  • Really turnkey for the client and EASY for your to drive results What kind of results am I talking about?
  • EmilyThey are the #1 way to grow your Likes
  • EmilyClient’s say “I can run a contest on my own”Comment on your wall to win doesn’t require a LikeIt doesn’t actually achieve your goals100% White-LabelUnlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at onceLike-GateThis means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • EmilyThis is just one graph from an advertiser contest, Reginelli’s Pizzeria, which will look more closely at in just a little bitYou can see the flatline of the graph, the organic growthSee that spike? That is when the contest was activatedThis kind of graph is what we see over and over again
  • EmilyYou can also leverage Facebook to convert those fans into something you own, your email database
  • Emily1,293 entries – almost 1300 entries in a sweepstakes to win a gift cardThis is a great example of an advertiser contest for Duke’s Chowder HouseThey provided an incentive to opt-in – a Buy 1 Get 1 Free meal coupon – if you joined the email databaseAs a result, their opt-in rate was very high
  • EmilyAnother really important aspect of contesting is what it does for your engagementEveryone is always talking about “engagement” – well what does that mean?
  • EmilyThey want foot traffic, they want folks through the doorEvery contest can be a clear activatorUse instant coupons
  • EmilyAnother really important aspect of contesting is what it does for your engagementEveryone is always talking about “engagement” – well what does that mean?
  • EmilyThey want foot traffic, they want folks through the doorEvery contest can be a clear activatorUse instant coupons
  • 448 entrants, 30 people said next 3 months, 13 people said next month, 12 people said 6 months, TALK ABOUT HOT, QUALIFIED LEADS
  • EmilyAnother really important aspect of contesting is what it does for your engagementEveryone is always talking about “engagement” – well what does that mean?
  • EmilyUnderstanding “People Talking About This” is critical to the success of any Facebook PageThese are real peopleThere’s power in this community –they can help you start spreading your messages for youTake a look at the numbers beneath this cover photo – People Talking About ThisThis is the unique # of people who are interacting with your page Represents the last 7 daysYou want that number to be as high as possible – that means people are interacting with what you’re sharing, that’s the whole pointIf that number is low, that’s a problem because
  • Screenshot of someone’s contest in my Newsfeed
  • EmilyAgain these graphs speak for themselves – you can see a big spike of activity when the contest launched for Reginelli’sWhat we’re looking at is metric called “People Talking About This” which literally means people on Facebook who are interacting with your page
  • If you’re not already convinced that there is a huge opportunity for you, let me show you what other markets and media types have done
  • EmilyHere we’ve got an example from Max Media where they soldGenerated $12,000 from a series of contestsErinPembroke Mall is a great success story of ours. We had been trying to get their business for forever, and Facebook Accelerator helped us get it… and keep it! Marketing objective: wanted to double their LikesBiz Objective: wanted to sell 500 gift cards, average price point 25-50 a cardThis was supported by giveaways on their Facebook Page We gave away tix to Zach Brown Band concertWe 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 MallWe are getting ready to another one with them too, still confirming the prize
  • EmilyHere we’ve got an example from Max Media where they soldGenerated $12,000 from a series of contestsErinPembroke Mall is a great success story of ours. We had been trying to get their business for forever, and Facebook Accelerator helped us get it… and keep it! Had not had any business from them in a longSpending with competitorsNeeded something NEW that no one else was a offering them They were on Facebook but didn’t have many Likes at the timeBringing new stores to the mallYou need to get that new branding message out through FacebookBUTYou have to have Likes to your PagePitch them a Facebook Accelerator
  • Sold it to them the first time - gave away Brad Paisley tickets - 1000 entries - 1000 Likes in 4 days Megatickets: Almost 2000 Likes in 2 weeks – FebruaryCame to us for their big re-grand opening - Gave away tickets to an onsite event at the mall - Jana Kramer - created an event at the mall - 500 entries for an up and coming country artist, it was greatHolidays: Gave away a brand new car - enter to win a gift card to the mall and a key for the car - 930 entriesValentine’s Day, gave away Megatickets again - 1200 entries
  • Their goal: Trying to put a coupon up to drive people into the Mall – it’s all about driving foot trafficIn the past 2 years - $12,000 - grown them to over 10k Likes in that timeStill continuing to work with usYES it got us a lot of digital dollars, we also have gotten a lot of terrestrial dollars
  • How are you selling these?Typical Facebook Accelerator receives 10 posts (divided up on stations of clients choice) per weekDepending on investment level we will also include:Mobile app open adStreaming SpotsEmail blast inclusionsRotating banner on our streaming playersSometimes a video that we create
  • Emily: What are some of the things that you learned or best tips you want to share?Erin:#1 Empowered and excited my salesforceFirst contest Pull it up, show them how it works, if they don’t understand how it works they won’t be able to pitch itHave success stories to tell themIt took some time to build those upEvery single AE has sold theseThey believe that it worksThe second thing - Big selling points - you can do a targeted prize or a generic prize - who are interested in your product or service.Weight loss company – 113 entries, normal business “that is awful” but to THEM that is 113 that is interested in THEIR productIf you are looking for more mass appeal - see some posts, might consider switching - didn’t JUST want people looking for an eye doctor right at that time. They’re looking for home owners - giving away Home Depot, one year free from Pest Control - yes they only have 100 people - but that’s 100 new leads for them.#3 Use the Thank You ScreenFor the Mall case study, some of the stores gave coupons that we put on the Thank You screen – helps drive foot traffic
  • KTUU-TV, a part of Schurz Communications, is a DMA 148 television station in Anchorage, Alaska. The station began running online contests in 2011.In Alaska, there is always a mad scramble to get summer tires swapped out for snow tires before the winter begins. Usually, the first snowfall is the boost the the procrastinators need to finally get into the shop and have their tires changed. KTUU decided to take advantage of this trend with a Guess Anchorage’s First Snowfall contest – the perfect fit for a local tire and service shop.To enter, viewers guessed the date that the first snowfall of the year would occur and how much snow there would be. The grand prize winner received an $800 gift certificate toward a set of new or used snow tires from Alaska Tire Service. The 2nd place winner received a $100 gift certificate to Alaska Tire Service and 4 tickets to see The Nutcracker. The 3rd place winner received a free changeover from regular to snow tires from Alaska Tire Service and a $100 gift card to The Pepper Mill, a local steakhouse.
  • The contest was mobile-optimized and ran on the Alaska Tire Service’s Facebook page. Mobile turned out to be a huge source of contest entries.
  • The sponsor experienced a very high volume of business during the tire switchover season Signed on for the next Guess Anchorage’s First Snowfall contest
  • Airtime Schedule:85 :15 spotsKey meteorologist introduced the contest on airKTUU Mobile Site:50,000 ad impressions on the news app50,000 ad impressions on the weather appKTUU.com Traditional Website:100,000 728×90 ROS ad impressionsDynamic ads on homepage (bottom of the screen without scroll escape)
  • The idea behind the contest was a good fit for the market and suited the needs of the advertiser. The contest was simple to enter, especially on a mobile device. The station researched the 20-year average for first snowfalls and front-loaded their promotional schedule to reach its peak before that date. The rules were very specific and well thought-out in advance, which avoided potential snags when choosing the winner.Show added value to your client: Give them measurable ROI by taking advantage of a custom automated email response. 20% off coupons or buy one get ones are great to get some foot traffic through the door. The better the prize, the better the entries, the better the ROI with emails. It's all connected.
  • Emily – we’ve got Katie, who recently was honored as one of Editor and Publisher’s 25 under 35 that are helping the next generation of newspapers.HONORED to have her here! I know you’ve been running advertiser contests for a long time – can you give us some background on WHY advertiser contests work for you?Katie – talk about why FB contests, talk about exclusive advertiser contests and mention the new shared advertiser revenue modelMajority of business – they’re looking to grow their database, text, email, Facebook (huge focus for us and for businesses locally)Can involve 1 advertiser, come up with something cool, it’s all about them – costs a decent amount of moneyCan involve lots of advertisers for 1 contest – more affordable, opens up categories of businessesSame common goal – grow Facebook fans – contest links to one place where each advertiser gets a Likebox
  • Katie – talk about why FB contests, talk about exclusive advertiser contests and mention the new shared advertiser revenue modelMajority of business – they’re looking to grow their database, text, email, Facebook (huge focus for us and for businesses locally)Can involve 1 advertiser, come up with something cool, it’s all about them – costs a decent amount of moneyCan involve lots of advertisers for 1 contest – more affordable, opens up categories of businessesSame common goal – grow Facebook fans – contest links to one place where each advertiser gets a Likebox
  • Emily – can you walk us through this great case study?Katie10 advertisers$8,000 in revenue
  • 1,800 New Likes on averageOur advertisers were extremely happy and shocked by the results, It took them from NOTHING to huge numbers which is going to help their marketing and their goals moving forwardwe had several advertisers tell us to sign them up if we do anything like this again (we will actually be launching a similar giveaway soon and already have 10 businesses signed up).
  • 6,761 email opt-ins total (670 each/average)With email – sometimes what we’ll do – if they’re getting NEW fans AND an email database – we’ll charge 1,500, 2000 per contestGreat promotion, ton of advertising, they can use this FOREVER – people are willing to pay more for thatEmily – do you help them understand how to use this email database?Katie – it totally depends on the business. Help them get setup with an account – UPSELL – or they can do it themselves. We give them tips on how to not be obnoxious, how often should they be mailing, teach them the right way to do things moving forward
  • Emily – what is included in your package?KatieWe’ve put together a really killer packageWe’ve built up a database of 80k members!! Send every Tuesday – they share this email – entries IMMEDIATELY start coming in100K impressions on qctimes.comPrint works well for awareness, online really works to drive participation and conversionsFacebook ads – social media mentions on OUR FB page – help the businesses post it on their FB page as wellThe shared promotion included 1-Sunday half page ad and 3-3x5 ads in printand a Total Dominance (homepage takeover and front page strip ad)ANYBODY can run a Facebook contest – the only people who will see it are your fans – the whole point is to get NEW fans – and that’s where the promotion comes in
  • Email – one of the best assets we haveSweeps – best results – the biggest the prize, better the results, 100% of the time
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • Emily
  • Sweeps are most effective in building a database quickly
  • PHOTO/VIDEO/BRACKETS/Sports pickem are great at building a NICHE database!! Sports fans, moms, dads, HS students, etcWant a SuccessfulUGC Photo Contest?Currently have + easily accessibleMass appealEasy to obtainOrganically encourage viewsand sharesNow you’ve taken your total audience, and a smaller segment is actually going to careThen within that segment you’re going to need to find women who have pictures of their baby (which most of them do)
  • OVERLAY:Facebook.com/searchWe’ve got a tip on using Facebook’s Graph SearchGo to Facebook.com/searchType 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?BrandyBest is when they DO have eventsAnything that involves food and entertainment – we’ve found this to work really well
  • OVERLAY:Facebook.com/searchWe’ve got a tip on using Facebook’s Graph SearchGo to Facebook.com/searchType 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?BrandyBest is when they DO have eventsAnything that involves food and entertainment – we’ve found this to work really well
  • EmilyClient’s say “I can run a contest on my own”Comment on your wall to win doesn’t require a LikeIt doesn’t actually achieve your goals100% White-LabelUnlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at onceLike-GateThis means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • 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 overallhttp://www.mediabistro.com/alltwitter/social-activity_b45692http://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 submissions517 total submissions355 came the day the email was sent70% of contest entries came from the email
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • EmilyWasn’t that fun?What great information from Katie! If you’re not already convinced that there is a huge opportunity for you, let me show you what other size markets and media types have doneWe have tons more in different media and market size on the Lab
  • Who is going to build the contests once they are sold? Corporate? Local marketWhat types of services will you provide?What types of contests will you provide?Restrictions?Focus on volume and turnaround timeSweepstakes – lowest barrier of entry
  • LegalCreates contractsContest rulesMention downloadable kit with sample rules and contractSalesManagement approves contractAE funnels contracts, rules and assets to clientDesignBuilds contest graphicsAdminNeeds admin rights to client pagesBuilds the contest
  • Note length of time – 2 weeks
  • Note length of time – 2 weeks
  • Even if you ran just ONE contest every 2 weeks, in one year you would generate $100kThere are 26 advertisers in your market who are on Facebook and want to grow their Likes and email database and would pay you to help them achieve that
  • Even if you ran just ONE contest every 2 weeks, in one year you would generate $100kThere are 26 advertisers in your market who are on Facebook and want to grow their Likes and email database and would pay you to help them achieve that
  • By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts itWhen 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.
  • Newspaper but anybody could do itBy doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts itWhen 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.
  • Emily
  • Proven model - this isn’t conceptual, media companies are doing this, advertisers love it, they’re reaching new advertisers and they’re generating a lot of revenue from itWe’re sharing a PROVEN opportunity to make a lot of money and to make advertisers happy with resultsPeople are paying really good money
  • You’ll reach new advertisers, bring brand new ideas to your current customersExpand relationships with local businesses faster than ever before
  • Excite your sales teamCreate sales materials to make it easy for repsGive spiffs and bonusesMake promotions a part of the regular sales meetingHave a sales blitz
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • We’ve got a TV station that generated $11,000, we’ve got a radio station that generated $13,000 and helped drive $100k in gift card sales for a local bank thanks to a Facebook contests – all on the Lab and in the Playbook.Get it at secondstreetlab.com/facebook
  • Emily: How long are people typically running contests for?Erin: Prizes in terms of these contests - how much does that matter? What is a “good” contest? What if I can’t get a prize with big $$ value?Emily: If a client says they can run their own contest, why do clients need us?Katie: For building a package, I noticed many use email, you talk about how much email matters. What if we don’t have a big email database we can resell to advertisers?If you don’t have an email list but you have run contests in the pastYou can send an email to past contest participants inviting them to this oneMoving forward - have an opt-in for your promotional databaseErin: This sounds like a lot of work. I’m from a small market. Can this still work for me with my limited staff resources?Emily: How do you educate your clients on what a good Facebook page is? How do you know what good posts are when you are consulting with clients?Katie: Your case studies are from successful media outlets with a large base. What about small companies with a 1000 likes, how do we get success from this?
  • How to Generate Revenue with Facebook Advertiser Contests

    1. 1. #promotionslab G E N E R AT E L E A D S , G R O W DATA B A S E & B U I L D L I K E S HOW TO GENERATE REVENUE WITHFACEBOOK ADVERTISER CONTESTS
    2. 2. #promotionslab Emily Thousand Affiliate Success Manager Second Street @emilythousand Presenters Erin Galant Digital Director Max Media Radio @egalant Tony Freije Digital Sales Manager KTUU-TV @tonyfreije Katie Wilson Digital Sales Manager Quad City Times @KatieWilson FEATURING
    3. 3. #promotionslab WHO WE ARE
    4. 4. #promotionslab Questions & Twitter Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. QUESTIONS + TWITTER
    5. 5. #promotionslab SECOND STREET LAB
    6. 6. #promotionslab SECOND STREET LAB secondstreetlab.com/facebook
    7. 7. #promotionslab AGENDA • The Opportunity • The Model • Case Studies • The Benefits • Best Practices • How to Execute • Q&A
    8. 8. #promotionslab THE ADVERTISER FACEBOOK CONTEST OPPORTUNITY
    9. 9. #promotionslab
    10. 10. #promotionslab $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 ONLINE PROMOTIONS GROWTH
    11. 11. #promotionslab
    12. 12. #promotionslab People spend more time on Facebook than any other website THE FACEBOOK OPPORTUNITY
    13. 13. #promotionslab 25 Million SMB Facebook Pages THE FACEBOOK OPPORTUNITY
    14. 14. #promotionslab Other 28% New customers + leads 72% SMB Primary Goal in Using Social Media Source: Manta Facebook contest opportunity! THE FACEBOOK OPPORTUNITY
    15. 15. #promotionslab WHY FACEBOOK CONTESTS?
    16. 16. #promotionslab MAKE A LOT OF MONEY 1
    17. 17. #promotionslab NEW ADVERTISERS 2
    18. 18. #promotionslab DRIVE RESULTS L E A D S D A T A B A S E L I K E S 3
    19. 19. #promotionslab THE FACEBOOK ADVERTISER CONTEST MODEL
    20. 20. #promotionslab
    21. 21. #promotionslab
    22. 22. #promotionslab
    23. 23. #promotionslab WHY FACEBOOK CONTESTS WORK IN YOUR MARKET
    24. 24. #promotionslab WHY RADIO? AUDIENCE
    25. 25. #promotionslab ACTIVATION
    26. 26. #promotionslab RESULTS
    27. 27. #promotionslab GROW LIKES
    28. 28. #promotionslab GROW LIKES WITH A LIKE-GATE Must Like the Page to Enter
    29. 29. #promotionslab GROW LIKES WITH A LIKE-GATE 1,252 New Fans 66% Fan Growth
    30. 30. #promotionslab GROW DATABASE
    31. 31. #promotionslab GROW EMAIL WITH AN OPT-IN 1,140 email opt-ins 88% opt-in rate
    32. 32. #promotionslab THANK YOU OFFER
    33. 33. #promotionslab DRIVE TO RETAIL
    34. 34. #promotionslab CAPTURE MARKET DATA
    35. 35. #promotionslab QUALIFIED LEADS
    36. 36. #promotionslab - 5 10 15 20 25 30 35 Next month Next 3 months Next 6 months When are you considering a new vehicle purchase? QUALIFIED LEADS
    37. 37. #promotionslab GROW ENGAGEMENT
    38. 38. #promotionslab “PEOPLE TALKING ABOUT THIS”
    39. 39. #promotionslab NEWSFEED
    40. 40. #promotionslab CONTESTS BUILD ENGAGEMENT 503% Engagement Growth
    41. 41. #promotionslab CASE STUDIES
    42. 42. #promotionslab “Facebook contests play a key role in our digital revenue success.” CASE STUDY: RADIO Erin Galant Digital Director Max Media | Virginia Beach, VA
    43. 43. #promotionslab CASE STUDY: RADIO Pembroke Mall Sweepstakes Max Media | Virginia Beach, VA $12,000 in Revenue
    44. 44. #promotionslab CASE STUDY: RADIO Pembroke Mall Sweepstakes Calendar Brad Paisley Ticket Giveaway Megaticket Giveaway #1 Jana Kramer GiveawayCar Giveaway Megaticket Giveaway #2
    45. 45. #promotionslab 6,000 new fans ADVERTISER CONTEST RESULTS
    46. 46. #promotionslab Email Social Media Internet Radio Display Ads RADIO PACKAGE
    47. 47. #promotionslab KEY TAKEAWAYS 1 2 3 Use the Thank You screen for a call to action Targeted prize of products and services drive different results than a generic prize Empower your sales staff
    48. 48. #promotionslab Guess the First Snowfall of the Year KTUU-TV | Anchorage, AK | DMA 148 CASE STUDY: TV $7,500 in Revenue
    49. 49. #promotionslab Tripled their Facebook Likes ADVERTISER CONTEST RESULTS
    50. 50. #promotionslab 1,064 new emails ADVERTISER CONTEST RESULTS
    51. 51. #promotionslab ADVERTISER CONTEST RESULTS Increase in business
    52. 52. #promotionslab Web Ads TV Spots Weather Forecast Mobile Ads TV PACKAGE
    53. 53. #promotionslab KEY TAKEAWAYS 1 2 3 Show added value: Give them measurable ROI with bounceback coupons Plan ahead! Pick the right contest for your market and the needs advertiser
    54. 54. #promotionslab CASE STUDY: NEWSPAPER Katie Wilson Director of Digital & Retail Advertising Quad-City Times | Davenport, IA Recently named one of Editor & Publisher’s 25 under 35
    55. 55. #promotionslab ADVERTISER CONTEST REVENUE MODELS Exclusive Contests Shared Contests
    56. 56. #promotionslab $8,000 in Revenue Ultimate Man Cave Giveaway Quad-City Times | Davenport, IA CASE STUDY: NEWSPAPER
    57. 57. #promotionslab 1,800 new fans (average) SHARED CONTEST RESULTS
    58. 58. #promotionslab 670 new emails(average) SHARED CONTEST RESULTS
    59. 59. #promotionslab Print Social Media Email Display Ads NEWSPAPER PACKAGE
    60. 60. #promotionslab KEY TAKEAWAYS 1 2 3 Shared contests open up categories to target and lowers the price point Sweepstakes drive the best results Email is the single-most powerful asset
    61. 61. #promotionslab SECOND STREET LAB
    62. 62. #promotionslab SECOND STREET LAB secondstreetlab.com/facebook
    63. 63. #promotionslab BEST PRACTICES
    64. 64. www.secondstreetlab.com SMB need you to serve as "the expert" and guide them towards what WORKS. Sweepstakes are universal, everyone loves them! Easy to enter: no delay in finding the right picture or writing an essay. Save the more complicated contests for your own media site. - Alison O’Brien, Digital Product Manager Roanoke Times
    65. 65. www.secondstreetlab.com $500 Gift Card Sweepstakes Target audience: All ages, genders Contest length: 2 weeks
    66. 66. www.secondstreetlab.com Cute Baby Photo Submission Contest Target audience: Women 25-35 Contest length: 4-6 weeks
    67. 67. #promotionslab HOW TO PROSPECT
    68. 68. #promotionslab HOW TO PROSPECT facebook.com/search
    69. 69. #promotionslab LEVERAGE REFERRAL FEATURES
    70. 70. #promotionslab 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest YouTube Instagram Twitter Facebook Text Email Digital Activities of US Internet Users at Least Once Per Day 91% check email once per day Source: eMarketer THE IMPACT OF EMAIL
    71. 71. #promotionslab 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Quad City Times Contest Submissions by Day Represents 70% of Submissions THE IMPACT OF EMAIL
    72. 72. #promotionslab DON’T FORGET MOBILE
    73. 73. #promotionslab PIN FACEBOOK POSTS FOR MOBILE Pin a post with enter- to-win link visible
    74. 74. #promotionslab HOW TO PROMOTE
    75. 75. #promotionslab HOW TO PROMOTE secondstreetlab.com/facebook
    76. 76. #promotionslab HOW TO PLAN
    77. 77. #promotionslab HOW TO GET STARTED
    78. 78. #promotionslab FORM YOUR TEAM Legal Rules, contract Sales Deals with client Design Creates graphics Admin Builds contest
    79. 79. #promotionslab 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
    80. 80. #promotionslab 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
    81. 81. #promotionslab 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
    82. 82. #promotionslab 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
    83. 83. #promotionslab 2 Week Facebook Sweepstakes Facebook marketing consultation Included 3-3 Column x 10” Promotional Print Ads $2,000 Email to 20K $1,000 100k ROS impressions (728x90 promotional ad) $500 Like-Gate $500 Opt-in for Email Database $500 Investment: $4,500 SAMPLE PACKAGE – NEWSPAPER
    84. 84. #promotionslab 2 Week Facebook Sweepstakes Facebook marketing consultation Included 3-3 Column x 10” Promotional Print Ads $2,000 Email to 20K $1,000 100k ROS impressions (728x90 promotional ad) $500 Like-Gate $500 Opt-in for Email Database $500 Investment: $4,500 SAMPLE PACKAGE – NEWSPAPER
    85. 85. #promotionslab
    86. 86. #promotionslab
    87. 87. #promotionslab TAKEAWAYS
    88. 88. #promotionslab MAKE A LOT OF MONEY 1
    89. 89. #promotionslab NEW ADVERTISERS 2
    90. 90. #promotionslab DRIVE RESULTS L E A D S D A T A B A S E L I K E S 3
    91. 91. #promotionslab DOWNLOAD THE KIT NOW!
    92. 92. #promotionslab DOWNLOAD THE KIT NOW! secondstreetlab.com/facebook
    93. 93. #promotionslab Emily Thousand Affiliate Success Manager Second Street @emilythousand Presenters Erin Galant Digital Director Max Media Radio @egalant Tony Freije Digital Sales Manager KTUU-TV @tonyfreije Katie Wilson Digital Sales Manager Quad City Times @KatieWilson Q&A

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