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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
@secondstreetlab
WRAZ-TV
$100,000 in Revenue
@secondstreetlab
WNOR-FM & WAFX-FM
$137,000 in Revenue
@secondstreetlab
WRAZ-TV
$200,000 in Revenue
@secondstreetlab
$30,000 in Revenue
WSB-FM
@secondstreetlab
10 Weddings Booked
WSB-FM
@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
FACEBOOK
ADVERTISER CONTESTS
@secondstreetlab
What is a Facebook Contest?
Contest App
@secondstreetlab
Like-Gate
Must
‘Like’
Page to
Enter
@secondstreetlab
Visible
after Page
is ‘Liked’
Entry Form
@secondstreetlab
Expand Reach with Social Boost
@secondstreetlab
Sponsored vs. Advertiser
On Advertiser’s
Page, No Mention
of Media Company	

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

Sponsored vs Advertiser Contests
@secondstreetlab
Sponsored vs Advertiser Contests
Contest Run on Advertiser’s Page,
Media Company Not Visibly Involved
@secondstreetlab
Incentivize the Like
@secondstreetlab
30 Million
SMB Facebook Pages
@secondstreetlab
Other:
28%
Find new
customers&
leads:
72%
Source:	
  Manta	
  
Facebook
Contesting
Opportunity
SMB Social Media Goals
@secondstreetlab
Quad-City Times
@secondstreetlab
@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
@secondstreetlab
$18,000 in revenue
Doubled Likes 
in 2 weeks
$500 Facebook Sweepstakes
Community Bank
Exclusive Advertiser Facebook Contests
Entercom New Orleans, LA
!
	
  
@secondstreetlab
1,252 new fans


+12,800%
increase in PTA
Exclusive Advertiser Facebook Contests
@secondstreetlab
Advertiser facebook contest
@secondstreetlab
562 
new 
emails
Exclusive Advertiser Facebook Contests
@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
Exclusive Advertiser Facebook Contests
@secondstreetlab
Grow likes with a like-gate
Must Like the Page to Enter
$12,000 in Revenue
$5,000 in Revenue
@secondstreetlab
newsfeed
@secondstreetlab
Grow likes with a like-gate
1,252 New Fans
66% Fan Growth
@secondstreetlab
Contests build engagement
503%
Engagement Growth
@secondstreetlab
900 
new 
emails
Advertiser contest results
@secondstreetlab
75% 
opt-in 
rate
Advertiser contest results
@secondstreetlab
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
@secondstreetlab
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
@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
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
@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
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
@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
 1
@secondstreetlab
New advertisers
 2
@secondstreetlab
Drive results
L E A D S D A T A B A S E L I K E S 
3
@secondstreetlab
Download the kit now!
@secondstreetlab
secondstreetlab.com/iba
@secondstreetlab
matt@secondstreet.com | 314.880.4902 | @mcoen
Matt Coen

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