Matt Coen's presentation at The 2017 ROUNDTABLE presented by LEAP Media Solutions in Vail, CO.

1. Audience Engagement
The Fundamental Melody for Local Media
Matt Coen
President and Co-Founder, Second Street

2. Headshot
Goes
Here
#SecondStreetSummit
Matt Coen
President and Co-founder | Second Street
Favorite Sport is Basketball
Father of 3 Boys
[Not Really a Boast]
@mcoen
I was Sean Spicer’s Freshmen Adviser

3. Sean Spicer

4. Sean Spicer

6. Why the Blues?

7. Big
George
Brock
Albert King
Little Milton
Big George Brock

8. BB's Jazz, Blues
and Soups -
Blues Club
#SecondStreetSummit
BB’s Jazz, Blues, and Soups

11. #SecondStreetSummit
Talking Heads R.E.M. Elvis Costello Aretha Franklin
Bob Marley Beastie Boys AC DC The Kinks
Grew Up Loving Music
Miles Davis Replacements
Beatles Michael Jackson

17. But American Music wasn’t
Always so Influential...

18. Early 1900s...

22. Robert Johnson
Mississippi Delta
The Rise of Blues Music

23. B.B. King
Memphis
The Rise of Blues Music

24. Albert King
St. Louis
The Rise of Blues Music

25. The Rise of Blues Music
Muddy Waters
Chicago

26. The Rise of Blues Music
John Lee Hooker
Detroit

27. #SecondStreetSummit
Jazz

28. #SecondStreetSummit
R&B

29. #SecondStreetSummit
Disco

30. #SecondStreetSummit
Pop

31. #SecondStreetSummit
Soul

32. #SecondStreetSummit
Rap

33. And of course...
Rock & Roll

34. And of course...
Rock & Roll

35. And of course...
Rock & Roll

36. And of course...
Rock & Roll

37. #SecondStreetSummit
Blues Influence
Jazz R&B Disco Pop Soul Rap Rock & Roll

38. Albert King

39. #SecondStreetSummit
Albert King
Blues Power

40. #SecondStreetSummit
IMAGE
The power of a single
idea to be the catalyst
for so much change.

41. What is our Blues Power?

42. What is one transformational
opportunity for our Business?

43. Let’s Take a Step Back

44. Consumer
Advertiser Media
Company

45. Consumer
Advertiser Media
Company

46. The
Engagement
Funnel

47. #SecondStreetSummit

48. Top of the Funnel
Consumer Experience

49. Middle of the Funnel
Consumer Experience

50. Bottom of the Funnel
Consumer Experience

52. #SecondStreetSummit

57. #SecondStreetSummit
20 Years Ago...

58. #SecondStreetSummit

59. Doug
Me
1997

60. What’s different
today vs. the past?

61. 20 Years Ago...

62. 20 Years Ago...

63. 20 Years Ago...

64. #SecondStreetSummit
20 Years Ago...

65. Today...

66. Today...

67. Today...

68. Today...

69. Today...

70. Today...

71. Today...

72. Today...

73. Takeaway #1

74. The consumer is
now in control.
Takeaway #1

75. Consumer
Advertiser Media
Company

76. Consumer
Advertiser Media
Company

77. #SecondStreetSummit
Advertisers and Their Consumers

78. #SecondStreetSummit
Advertisers and Their Consumers
★ Have Far Less Control

79. #SecondStreetSummit
Advertisers and Their Consumers
★ Have Far Less Control
In the past...

80. #SecondStreetSummit
Advertisers and Their Consumers
★ Have Far Less Control
In the past...

81. #SecondStreetSummit
Advertisers and Their Consumers
★ Have Far Less Control
★ Shifting Their Ad Dollars
EMAIL

82. #SecondStreetSummit
Advertisers and Their Consumers
★ Have Far Less Control
★ Shifting Their Ad Dollars
★
The Key is Starting the
One-on-One Relationship

83. #SecondStreetSummit
Advertisers and Their Consumers
★ Have Far Less Control
★ Shifting Their Ad Dollars
★
The Key is Starting the
One-on-One Relationship

84. Takeaway #2

85. Advertisers are
focused on digital
conversions.
Takeaway #2

86. Consumer
Advertiser Media
Company

87. Consumer
Advertiser Media
Company

88. #SecondStreetSummit
Media’s Relationship with Advertisers

89. #SecondStreetSummit
★ It’s Time to Refocus Our Strategy
Media’s Relationship with Advertisers

90. #SecondStreetSummit
★ It’s Time to Refocus Our Strategy
★ Conversion is the Catalyst
Media’s Relationship with Advertisers

92. Hear Clearly
Giveaway
4th Year of
Success

93. Hear Clearly
Giveaway
Survey
Question
s

94. Hear Clearly
Giveaway
Things
381Opt-ins

95. Hear Clearly
Giveaway
Things
125Plan to Purchase

96. Hear Clearly
Giveaway
Things
122Interested in
Lunch & Learn

97. #SecondStreetSummit
Win $1,000 of Jewelry Giveaway
★ 2,200+ opt-ins for jeweler
★ Hundreds of hot leads
Sweepstakes

98. #SecondStreetSummit
Me & My Grill-Friend
★ 500+ opt-ins for sponsor
★ 100+ entries
Photo Contest

99. #SecondStreetSummit
Steamboat Movement Fest
★ 100+ Opt-Ins
★ Sold $20,000 in Tickets
Sweepstakes

100. #SecondStreetSummit
Great Pave Off
★ 400+ opt-ins
★ Each entry is a potential lead
★ Sponsor booked $250,000
Photo Contest

101. #SecondStreetSummit
Me & My Grill-Friend
★ 90+ opt-ins for sponsor
★ 300+ entries
Photo Contest

102. #SecondStreetSummit
What’s Your Home Decor Personality?
★ Products featured in the quiz
★ 700+ looking for furniture in the next
12 months
Quiz

103. #SecondStreetSummit
Are You Ready for Retirement?
★ 130+ entries
★ 6 people requested to be contacted by
a financial advisor
Quiz

104. #SecondStreetSummit
What is Your Eye-Q?
★ 51% due for eye exam (from survey
questions)
★ 70+ opt-ins for sponsor
Quiz

105. #SecondStreetSummit
What’s Your Favorite Chevy?
★ 180+ opt-ins
★ 28 people in market for new car
Ballot

106. #SecondStreetSummit
Battle of the Chicks
★ 50+ people signed up for sponsor’s
educational poultry seminar
★ 400+ opt-ins for sponsor
Ballot

107. The Seller’s
Guide -
Solutions for
Top Advertiser
Categories

113. #RadioShow2016
secondstreetlab.com/sellers-guide
TRAIN YOUR STAFF

114. #SecondStreetSummit
Visit the Second Street Lab
lab.secondstreet.com

115. #SecondStreetSummit
★ It’s Time to Refocus Our Strategy
★ Conversion is the Catalyst
Middle of the Funnel Solutions
is Our Blues Power
Media’s Relationship with Advertisers

116. #SecondStreetSummit
★ It’s Time to Refocus Our Strategy
★ Conversion is the Catalyst
Middle of the Funnel Solutions
is Our Blues Power
★ We Are Well Positioned
Media’s Relationship with Advertisers

117. #SecondStreetSummit
★ It’s Time to Refocus Our Strategy
★ Conversion is the Catalyst
Middle of the Funnel Solutions
is Our Blues Power
★ We Are Well Positioned
★ New Opportunities
Media’s Relationship with Advertisers

118. Takeaway #3

119. We have to provide our
advertisers with middle
of the funnel solutions.
Takeaway #3

120. We have to provide our
advertisers with middle
of the funnel solutions.
Takeaway #3

121. Consumer
Advertiser Media
Company

122. Consumer
Advertiser Media
Company

123. #SecondStreetSummit
Our Engagement Funnel
Let’s take a look...

124. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel

125. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel
★ Social Values Our Content

126. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel
★ Social Values Our Content
★ Can We Take It for Granted?
?

127. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel
★ Social Values Our Content
★ Can We Take It for Granted?
★ Times Are Changing

128. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel
★ Social Values Our Content
★ Can We Take It for Granted?
★ Times Are Changing
★ We Have to Own Our Audience

129. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel
★ Social Values Our Content
★ Can We Take It for Granted?
★ Times Are Changing
★ We Have to Own Our Audience

130. #SecondStreetSummit
Our Engagement Funnel
★ Great at the Top of the Funnel
★ Social Values Our Content
★ Can We Take It for Granted?
★ Times Are Changing
★ We Have to Own Our Audience

131. ?

132. 80%

133. 50%

134. 20%

136. My Washington Post
Funnel Experience

137. My Washington Post
Funnel Experience

138. My Washington Post
Funnel Experience

139. My Washington Post
Funnel Experience

140. My Washington Post
Funnel Experience

141. My Washington Post
Funnel Experience

142. My Washington Post
Funnel Experience

143. Takeaway #4

144. We need to commit to
building our own
consumer database.
Takeaway #4

145. Consumer
Advertiser Media
Company

146. Consumers are now
in control.
We have to provide our
advertisers with middle of
the funnel solutions.
Advertisers are focused
on digital conversions.
We need to commit to
building our own
consumer database.
1 2 3 4

147. Consumers are now
in control.
We have to provide our
advertisers with middle of
the funnel solutions.
Advertisers are focused
on digital conversions.
We need to commit to
building our own
consumer database.
1 2 3 4

148. Consumers are now
in control.
We have to provide our
advertisers with middle of
the funnel solutions.
Advertisers are focused
on digital conversions.
We need to commit to
building our own
consumer database.
1 2 3 4

149. Consumers are now
in control.
We have to provide our
advertisers with middle of
the funnel solutions.
Advertisers are focused
on digital conversions.
We need to commit to
building our own
consumer database.
1 2 3 4

150. Why the Blues?

151. #SecondStreetSummit
IMAGE
The power of a single
idea to be the catalyst
for so much change.

152. #SecondStreetSummit
Second Street Lab
lab.secondstreet.com