How

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G E N E RAT E L E A D S , G R O W D ATA B A S E & B U I L D L I K E S

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Emily ThousandAffiliate Success ManagerSecond Street@emilythousand

Presenters

Erin GalantDigital DirectorMax Media Radio@egalant

Tony FreijeDigital Sales ManagerKTUU-TV@tonyfreije

Katie Wilson Digital Advertising DirectorQuad City Times@KatieWilson

FEATURING

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WHO WE ARE

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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

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SECOND STREET LAB

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SECOND STREET LAB

secondstreetlab.com/facebook

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AGENDA

• The Opportunity• The Model• The Benefits• Case Studies• Best Practices• Q&A

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THE ADVERTISER FACEBOOK CONTEST

OPPORTUNITY

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2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

Source: Borrell Associates

in Billions

ONLINE PROMOTIONS GROWTH

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People spend more

time on Facebook

than any other website

THE FACEBOOK OPPORTUNITY

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25 Million SMB Facebook

Pages


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Other28%

New cus-

tomers+ leads72%

SMB Primary Goal in Using Social Media

Source: Manta

Facebook contest

opportunity!


http://www.manta.com/media/marketing_3D_091212

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WHY FACEBOOK CONTESTS?

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MAKE A LOT OF MONEY 1

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NEW ADVERTISERS 2

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DRIVE RESULTS

L E A D S D AT A B A S E L I K E S

3

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THE FACEBOOK ADVERTISER CONTEST

MODEL

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SPONSORED VS ADVERTISER CONTESTS

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WHY FACEBOOK CONTESTS WORK IN YOUR MARKET

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WHY RADIO?

AUDIENCE

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ACTIVATION

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RESULTS

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GROW LIKES

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GROW LIKES WITH A LIKE-GATE

Must Like the Page to Enter

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GROW LIKES WITH A LIKE-GATE

1,252 New Fans

66% Fan Growth

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GROW DATABASE

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GROW EMAIL WITH AN OPT-IN

1,140 email opt-ins

88% opt-in rate

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THANK YOU OFFER

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DRIVE TO RETAIL

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CAPTUREMARKET DATA

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QUALIFIED LEADS

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Next month Next 3 months Next 6 months -

5

10

15

20

25

30

35

When are you considering a new vehicle purchase?

QUALIFIED LEADS

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GROW ENGAGEMENT

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“PEOPLE TALKING ABOUT THIS”

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NEWSFEED

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CONTESTS BUILD ENGAGEMENT

503% Engagement

Growth

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CASE STUDIES

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“Facebook contests play a key role in our digital revenue success.”

CASE STUDY: RADIO

Erin GalantDigital DirectorMax Media | Virginia Beach, VA

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CASE STUDY: RADIO

Pembroke Mall SweepstakesMax Media | Virginia Beach, VA

$12,000 in Revenue

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CASE STUDY: RADIO

Pembroke Mall Sweepstakes Calendar

Brad Paisley Ticket

Giveaway

Megaticket Giveaway

#1

Jana Kramer Giveaway

Car Giveaway

Megaticket Giveaway

#2

#promotionslab

6,000 new fans

ADVERTISER CONTEST RESULTS

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Email

Social Media

Internet Radio

Display Ads

RADIO PACKAGE

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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

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Guess the First Snowfall of the YearKTUU-TV | Anchorage, AK | DMA 148

CASE STUDY: TV

$7,500 in Revenue

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Tripled their Facebook Likes


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1,064 new emails


#promotionslab


Increasein business

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Web Ads

TV Spots Weather Forecast

Mobile Ads

TV PACKAGE

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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

#promotionslab

CASE STUDY: NEWSPAPER

Katie WilsonDirector of Digital & Retail AdvertisingQuad-City Times | Davenport, IA

Recently named one of Editor& Publisher’s 25 under 35

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ADVERTISER CONTEST REVENUE MODELS

Exclusive

Contests

Shared Contest

s

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$8,000 in Revenue

Ultimate Man Cave GiveawayQuad-City Times | Davenport, IA

CASE STUDY: NEWSPAPER

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1,800 new fans(average)

SHARED CONTEST RESULTS

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670 new emails(average)

SHARED CONTEST RESULTS

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Print Social Media

Email Display Ads

NEWSPAPER PACKAGE

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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

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SECOND STREET LAB

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SECOND STREET LAB


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BEST PRACTICES

www.secondstreetlab.com

- Alison O’Brien, Digital Product Manager Roanoke Times


$500 Gift Card SweepstakesTarget audience: All ages, genders

Contest length: 2 weeks


Cute Baby Photo Submission ContestTarget audience: Women 25-35

Contest length: 4-6 weeks

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HOW TO PROSPECT

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HOW TO PROSPECT

facebook.com/search

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LEVERAGE REFERRAL FEATURES

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Pinterest YouTube Instagram Twitter Facebook Text Email0%

10%20%30%40%50%60%70%80%90%

100%

Digital Activities of US Internet Users at Least Once Per Day

91% check email

once per day

Source: eMarketer

THE IMPACT OF EMAIL

http://www.emarketer.com/Article/Social-Usage-Involves-More-Platforms-More-Often/1010019

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Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 70

50

100

150

200

250

300

350

400

Quad City Times Contest Submissions by Day

Represents 70% of

Submissions

THE IMPACT OF EMAIL

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DON’T FORGET MOBILE

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PIN FACEBOOK POSTS FOR MOBILE

Pin a post with enter-to-win link visible

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HOW TO PROMOTE

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HOW TO PROMOTE


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HOW TO PLAN

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HOW TO GET STARTED

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FORM YOUR TEAM

Legal

Rules, contrac

t

Sales

Deals with client

Design

Creates

graphics

Admin

Builds contest

#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

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On Air Commercials (:30) M-F 6a-7p (20x) $1,000

Internet Radio (:30) M-F 6a-Mid (40x) $750

Like-Gate $500


Email blast to 20k members $1,000


Social media mentions $800

Investment: $5,000

SAMPLE PACKAGE – RADIO

Per Campaign Revenue = $5,000

Yearly Revenue (24 per year) = $120,000

#promotionslab

SAMPLE PACKAGE – TV



Mentions in weather forecast Included

85 :15 TV Spots $2,000

Like-Gate $750


Email to 20k members $1,000


Mobile Display Ads, 50k ROS impressions $500

Investment: $5,500

#promotionslab

SAMPLE PACKAGE – TV



Mentions in weather forecast Included

85 :15 TV Spots $2,000

Like-Gate $750


Email blast to 20k members $1,000


Mobile Display Ads, 50k ROS impressions $500

Investment: $5,500



#promotionslab



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


Investment: $4,500

SAMPLE PACKAGE – NEWSPAPER

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Email to 20K $1,000

100k ROS impressions (728x90 promotional ad) $500

Like-Gate $500


Investment: $4,500

SAMPLE PACKAGE – NEWSPAPER



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SHARED ADVERTISER PACKAGE



1 Sunday Full Page Promotional Ad $3,150


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

#promotionslab

SHARED ADVERTISER PACKAGE



1 Sunday Full Page Promotional Ad $3,150


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



#promotionslab

TAKEAWAYS

#promotionslab

MAKE A LOT OF MONEY 1

#promotionslab

NEW ADVERTISERS 2

#promotionslab

DRIVE RESULTS

L E A D S D AT A B A S E L I K E S

3

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DOWNLOAD THE KIT NOW!

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DOWNLOAD THE KIT NOW!


#promotionslab

Emily ThousandAffiliate Success ManagerSecond Street@emilythousand

Presenters

Erin GalantDigital DirectorMax Media Radio@egalant

Tony FreijeDigital Sales ManagerKTUU-TV@tonyfreije

Katie Wilson Digital Advertising DirectorQuad City Times@KatieWilson

Q&A

Business

How