February 27, 2014

Webinar: The Smart Way to Sell Digital: New Tactics & Revenue Streams for Radio

Presented by:Jeremy Wright

Senior VP, Marketing, SoCast Inc

Radio Reach & Traffic Continues to Decline

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-130

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

Pageviews Linear (Pageviews) Visits

WHY?

Total Digital Reach is Able to Recover Some

• Improved SEO: 2%/month growth• Recover Lost Users: 2%/month growth• Improved Social Sharing: 1%/month growth• FB Like Growth @ 5% / Reach per Like @ 30• Remarketing: 2%/month growth

Jan Feb Mar Apr May June July August Sept Oct Nov Dec0

1000000

2000000

3000000

4000000

5000000

6000000

CY2014 Total Digital Reach Projection

Web Pageviews Facebook Likes Facebook Reach Total Digital Reach

When Reach Goes Up, So Do Tune-Ins

Likes Total Digital Reach Web Traffic Hours Tuned

22%

182%

68%52%

But Advertisers Demand ROI & Sophistication

$Viral Shares

$

Back in “The Good Ol’ Days”

Back in “The Good Ol’ Days”

If you hear it on TV, or read it in the paper, it’s history. If you hear it on the radio, it’s news.

Back in “The Good Ol’ Days”

Radio = Real-Time. Who else is? Digital!Let’s leverage our similarities to grow!

Here’s How

What We’re Going to Show You

1. Leverage Facebook to grow your member database2. Increase promotion value and engagement3. Next generation promotion ideas4. Generate new revenue from your web traffic5. Increase reach via smart Facebook media buying

Tactic 1Build Your Database

The Old Way

The Old Way

Data is only used to contact winners, not captured

Manual data entry

No social integration

Overly long form

The Smart Way

The Smart Way

= no data entry required

The Smart Way

Tactic 2Sell Sponsors Direct Leads

The Old Way

Great (hopefully!) promos, with no integration And no incentive to connect with sponsor

…

The Smart Way

• Double opt-in contests• Custom fields that collect specific data on behalf of sponsors• Recycle, reduce (segment), and reuse data collected

Bonus: More Data, More Value

• “Like golf?”• “Like watches?”

• Segment list based on interests (golf) and psycho (enthusiast/luxury)• Sell future promos to interest (country club) or to psycho (Ultimate Golf

Getaway)

Tactic 3:Integrate Email into Sales Packages

The Old Way

Sending one email to whole listNo ad inventory in email

No call to action in subject line/poor headlines

The Smart Way

Email filters to segment/target specific groupsExclusive email offers (on behalf of sponsors)

Targeted offer

SmarterP1 Identification

The Smart Way

Smarter Superserving

Tactic 4:Increase Reach via Smart Facebook

Media Buying

The Old Way

$

But wait! You ARE a media company! You don’t BUY media, you SELL it, right???

Fair Point. But, let me ask you something…

What if you could spend $100 to help your advertisers get 2x results, or $250 to get 5x results? Would they be

more likely to buy again?

The Smart Way

Viral Shares

$Great content

The Smart Way

Viral Shares• Page post ads• Marketplace ads• Content + promoted

posts

Promoted Posts Primer: http://www.jonloomer.com/2013/08/26/facebook-promoted-posts-strategy/

Great content

Tactic 5:Leverage Website Traffic

The Old Way

The Old Way

Audio-Only Feed (No Visuals / Augmentations)

Non-Mobile Friendly

Ads Aren’t Customized

Cluttered Homepage

Smart Way: Customize Ads to Pages

Cars

Golf

Travel

We Talk About We Need Sponsors For

Cars

Golf

Travel

Smart Way: Quality Over Quantity

Tell the truth, rumours hurt your brand

Don’t over-rely on memes: high sharing by a low value audience is still low value

Cultivate content your audience cares about (use data to find their preferences)

Have an audience segment you don’t want? Don’t be afraid to post content they, too, don’t want

Respond to the responses of the types of audience you want to cultivate (P1’s especially)

Smart Way: Real-Time is Best

Find out real-time reach, sentiment and demographics, as well as who your influencers are!

Bonus Tips & Resources

Bonus Tips & Tools to Help You!

1. Low Hanging Fruit of Content Marketing: http://www.quicksprout.com/2014/02/10/low-hanging-fruit-of-content-marketing-10-quick-changes-that-will-bring-big-results

2. Call To Action Buttons Can Now Be Added To Page Post Ads In Facebook’s Ads Manager: http://allfacebook.com/call-to-action-buttons-page-post-ads-ads-manager_b129598

3. Internet Marketing for Smart People: Classic Edition (eBook): http://my.copyblogger.com/basic/imfsp/

4. What to Test in Your Emails: http://www.marketo.com/cheat-sheets/what-to-test-in-your-emails/

5. Front-End vs Back-End Reporting: http://www.strategerize.com/2013/12/09/front-end-vs-back-end-reporting/

Next Steps

Some of Our Clients

Say Hi!

For more information contact:

Vanessa Markov

Email: vanessa@socastsrm.comPhone: 416-635-6678 x268 Website: www.socastsrm.comTwitter: @socastsrm