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At the NAB Small Market Television Exchange 2013, Matt Coen presented on a panel on how to drive revenue with social media. Here is his deck that covers Facebook contesting, deal cards, and ballot promotions.
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
MAXIMIZE YOUR PROMOTIONS REVENUE
WITH SOCIAL
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Why Online Promotions?
Source: Borrell Associates
In B
illio
ns
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A Promotion Incentivizes the Like
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3,600 New Facebook Likes
$16,500 in Revenue
KULR-TV Billings, Montana
Facebook Advertiser Contest: Pick a Beetle
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GenerateREVENUE
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What is a Facebook Contest?
Contest App
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What is a Facebook Contest?
Like-gate;Must ‘Like’ your
Page to enter
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Entry form
visible after they
‘Like’ the Page
What is a Facebook Contest?
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Sponsor vs. Advertiser Contests
What is the difference between running a
contest on Facebook and an “agency model”
Facebook contest?
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18 Million SMB Facebook
PagesSource: Wall Street Journal, Facebook July 2013
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Source: Manta
Facebook Contest
Opportunity
Facebook Contest
Opportunity
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WCIA Advertiser Facebook Contest Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
Contest setup on your Facebook Page $500
Like-Gate $750
Opt-in for Email Database $750
Social media mentions $500
Email blast to 20k members $1,500
Web Display Ads, 100k ROS impressions $750
Total Value: $4,750
Cost To You: $1,500
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Spring into PrizesThe Quad-City Times | Davenport, Iowa
The goal of this contest was to grow local businesses’ Facebook fans and email lists via a group contest that would be more affordable for the advertisers.” - Katie Wilson, Digital Sales Manager
$14,000 in Revenue
8 Sponsors 157 – 341 New
Facebook Likes per Advertiser
“
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Christmas in JulyThe Quad-City Times | Davenport, Iowa
Grew revenue by $5,000 in the second version of this SMB Facebook promotion.”
- Katie Wilson, Digital Sales Manager
$19,250 in Revenue
11 Sponsors 157 – 341 New
Facebook Likes per Advertiser
“
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Small Market SMB Blitz Package
Small Business Fan & Email Builder Sweepstakes14 days Multiple Sponsors (Maximum of 15)
– Contest setup on your Facebook Page– Like-Gate– Opt-in for Email Database– :30 sec promotional ads with your logo– Contest announcement email to promotional email list – Expanding pencil ad on the homepage with your logo (the day the
contest launches)– Customized contest “Thank You” page with offer/incentive – Option to add on spot ads at discounted rate during the promotion– 300x250 Web Display Ad (50k impressions ROS)– Your Investment: $1,750
Per Campaign Revenue= $26,250
Yearly Revenue (4 per
year)=$105,000
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Engage existing fans
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Build Engagement
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Build Engagement
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Golf Punch Cards
• UpNorthLive.com– Traverse City, MI– NBC/ABC Station– DMA 119
• Multi-course cards• 1 Round per Course• Big promotional
package• $99 per card
Over $175K & GrowingThis Year
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Build Email database
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91% check email once
per day
91% check email once
per day
Source: eMarketer
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Represents 70% of
Submissions
Represents 70% of
Submissions
The Impact of Email
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Email = 66% of Deal
Revenue
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Guess Anchorage’s First SnowfallKTUU-TV | Anchorage, Alaska
This was such a great contest that we have already confirmed for 2013 with the same sponsor. I would definitely recommend running a contest like this if your market gets a lot of snow!”- Tony Freije, Digital Sales Manager
1,064 Advertiser Opt-ins
$7,500 in Revenue
300% Increase in Facebook Likes
Facebook & Mobile Optimized“
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Generate hot leads
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agency services
$4,000 Revenue
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Identify Hot Leads
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promotionsSpread virally
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Expand Your Reach with Social Boost
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get advertisers buzzing about you
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Metro Ballots
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Niche Ballots
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SecondStreetLab.comSecondStreetLab.com
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