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This document summarizes a webinar about using Facebook contests to generate leads, grow databases, and build likes for advertisers. It discusses how Facebook contests can be a major opportunity for advertisers, provides case studies of radio, TV, and newspaper advertisers who saw success, and offers best practices for prospecting clients, planning contests, and promoting them. The webinar emphasizes that Facebook contests can help advertisers make money, acquire new advertisers, and drive key metrics like leads, database growth, and likes.
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How
- 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
- 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 Advertising Director Quad City Times @KatieWilson FEATURING
- 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
- 7. #promotionslab AGENDA • The Opportunity • The Model • The Benefits • Case Studies • Best Practices • Q&A
- 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. #promotionslab People spend more time on Facebook than any other website THE FACEBOOK OPPORTUNITY
- 12. #promotionslab 25 Million SMB Facebook Pages THE FACEBOOK OPPORTUNITY
- 13. #promotionslab Other 28% New customers + leads 72% SMB Primary Goal in Using Social Media Source: Manta Facebook contest opportunity! THE FACEBOOK OPPORTUNITY
- 15. #promotionslab MAKE A LOT OF MONEY 1
- 17. #promotionslab DRIVE RESULTS L E A D S D A T A B A S E L I K E S 3
- 19. #promotionslab SPONSORED VS ADVERTISER CONTESTS
- 20. #promotionslab SPONSORED VS ADVERTISER CONTESTS
- 21. #promotionslab SPONSORED VS ADVERTISER CONTESTS
- 22. #promotionslab WHY FACEBOOK CONTESTS WORK IN YOUR MARKET
- 27. #promotionslab GROW LIKES WITH A LIKE-GATE Must Like the Page to Enter
- 28. #promotionslab GROW LIKES WITH A LIKE-GATE 1,252 New Fans 66% Fan Growth
- 30. #promotionslab GROW EMAIL WITH AN OPT-IN 1,140 email opt-ins 88% opt-in rate
- 35. #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. #promotionslab “PEOPLE TALKING ABOUT THIS”
- 41. #promotionslab “Facebook contests play a key role in our digital revenue success.” CASE STUDY: RADIO Erin Galant Digital Director Max Media | Virginia Beach, VA
- 42. #promotionslab CASE STUDY: RADIO Pembroke Mall Sweepstakes Max Media | Virginia Beach, VA $12,000 in Revenue
- 43. #promotionslab CASE STUDY: RADIO Pembroke Mall Sweepstakes Calendar Brad Paisley Ticket Giveaway Megaticket Giveaway #1 Jana Kramer GiveawayCar Giveaway Megaticket Giveaway #2
- 45. #promotionslab Email Social Media Internet Radio Display Ads RADIO PACKAGE
- 46. #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
- 47. #promotionslab Guess the First Snowfall of the Year KTUU-TV | Anchorage, AK | DMA 148 CASE STUDY: TV $7,500 in Revenue
- 51. #promotionslab Web Ads TV Spots Weather Forecast Mobile Ads TV PACKAGE
- 52. #promotionslab KEY TAKEAWAYS 1 2 3 Show added value: Give them measurable ROI with bounceback coupons Don’t be afraid to say NO Be creative and be prepared: Pitch the right contest for the needs of your advertiser
- 53. #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
- 54. #promotionslab ADVERTISER CONTEST REVENUE MODELS Exclusive Contests Shared Contests
- 55. #promotionslab $8,000 in Revenue Ultimate Man Cave Giveaway Quad-City Times | Davenport, IA CASE STUDY: NEWSPAPER
- 58. #promotionslab Print Social Media Email Display Ads NEWSPAPER PACKAGE
- 59. #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
- 63. www.secondstreetlab.com - Alison O’Brien, Digital Product Manager Roanoke Times
- 64. www.secondstreetlab.com $500 Gift Card Sweepstakes Target audience: All ages, genders Contest length: 2 weeks
- 65. www.secondstreetlab.com Cute Baby Photo Submission Contest Target audience: Women 25-35 Contest length: 4-6 weeks
- 69. #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
- 70. #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. #promotionslab PIN FACEBOOK POSTS FOR MOBILE Pin a post with enter- to-win link visible
- 76. #promotionslab HOW TO GET STARTED
- 78. #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
- 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 blast to 20k members $1,000 Web Display Ads, 50k ROS impressions $250 Social media mentions $800 Investment: $5,000 SAMPLE PACKAGE – RADIO
- 80. #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
- 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 blast to 20k members $1,000 Web Display Ads, 50k ROS impressions $500 Mobile Display Ads, 50k ROS impressions $500 Investment: $5,500
- 82. #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
- 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. #promotionslab SHARED ADVERTISER PACKAGE 2 Week Facebook Sweepstakes 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 Investment: $1,750
- 85. #promotionslab SHARED ADVERTISER PACKAGE 2 Week Facebook Sweepstakes 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 Investment: $1,750
- 87. #promotionslab MAKE A LOT OF MONEY 1
- 89. #promotionslab DRIVE RESULTS L E A D S D A T A B A S E L I K E S 3
- 90. #promotionslab DOWNLOAD THE KIT NOW!
- 91. #promotionslab DOWNLOAD THE KIT NOW! secondstreetlab.com/facebook
- 92. #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 Advertising Director Quad City Times @KatieWilson Q&A