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@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
How Broadcasters Can
Maximize Their
Promotions Revenue with
Social Media
Matt Coen | President & Co-Founder | Second Street | @mcoen
@secondstreetlab
Our Partners
 3,000 media companies & growing
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
THE MAJOR SHIFT
@secondstreetlab
$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
Why Online Promotions?
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
CONTESTS
@secondstreetlab
WEZB-FM
13,730,702 Votes
@secondstreetlab
WEZB-FM
$25,000 in Revenue
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$100,000 in Revenue
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WNOR-FM & WAFX-FM
$137,000 in Revenue
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WRAZ-TV
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$30,000 in Revenue
WSB-FM
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10 Weddings Booked
WSB-FM
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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
FACEBOOK
ADVERTISER CONTESTS
@secondstreetlab
What is a Facebook Contest?
Contest App
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Like-Gate
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Sponsored vs. Advertiser
On Advertiser’s
Page, No Mention
of Media Company	

On Media
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Contest Run on Media Company Facebook
Page, Sponsor’s Logo Included in Branding 	

Sponsored vs Advertiser Contests
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Sponsored vs Advertiser Contests
Contest Run on Advertiser’s Page,
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Incentivize the Like
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30 Million
SMB Facebook Pages
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Other:
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Find new
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Source:	
  Manta	
  
Facebook
Contesting
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SMB Social Media Goals
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Quad-City Times
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@secondstreetlab
Identify Hot Leads
0
5
10
15
20
25
30
35
Next month Next 3 months Next 6 months
When are you considering a new vehicle purchase?
@secondstreetlab
$14,000 in Revenue
Quad-City Times
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Community Bank
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Entercom New Orleans, LA
!
	
  
@secondstreetlab
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562 
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emails
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@secondstreetlab
0	
  
200	
  
400	
  
600	
  
800	
  
1000	
  
1200	
  
Actual Giftcards Sold
1000
@
$130
a card
0	
  
200	
  
400	
  
600	
  
800	
  
1000	
  
1200	
  
Giftcard Sales Goal
500
@
$37.50
a card
Exclusive Advertiser Facebook Contests
@secondstreetlab
$100,000 
in revenue
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$5,000 in Revenue
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newsfeed
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66% Fan Growth
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Engagement Growth
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900 
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Advertiser contest results
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75% 
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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
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2 Week Facebook Sweepstakes
Facebook marketing consultation Included
On Air Commercials (:30) M-F 6a-7p (20x) $1,000
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Sample package – radio
@secondstreetlab
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2 Week Facebook Sweepstakes
Facebook marketing consultation Included
Mentions in weather forecast Included
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Mobile Display Ads, 50k ROS impressions $500
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 $5,500
@secondstreetlab
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
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Web Display Ads, 50k ROS impressions $500
Mobile Display Ads, 50k ROS impressions $500
Investment:
 $5,500
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
TAKEAWAYS
@secondstreetlab
make a lot of money
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New advertisers
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Drive results
L E A D S D A T A B A S E L I K E S 
3
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matt@secondstreet.com | 314.880.4902 | @mcoen
Matt Coen

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