A Native Advertising strategy: SPEAKEASY
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Transcript of A Native Advertising strategy: SPEAKEASY
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Speakeasy agency model
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What we do
➢ Create an overarching strategy for your brand that speaks to your audience
➢ Build creative content that engages your customers and potential fans/ambassadors
➢ Utilize key social media networks relevant to your brand and maintain brand consistency
➢ Harness online promotions to gain influencer attention and drive qualified leads
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Core capabilitiesDedicated account manager Onboarding process Content strategy and editorial calendar
Social Distribution Blogging Promotions
Community Management Reputation Management Metrics & Reporting
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Results to date
➢ Launched September, 2012➢ 70 clients w/ average revenue
of $3,750 / month➢ $3 million projected 2014 billings➢ Started cashflowing in December, 2013
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Partner roles
➢ Sales (primary)➢ Archive rights➢ Client➢ Native channels➢ Remnant ads
➢ Agency management○ Finance, HR, IT
➢ Sales (secondary)➢ Client➢ Services➢ Landlord
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Expanded ecosystem
Transfer pricing: 20% discounts in-family
CONNECTSOLUTIONS
Programmatic ad buyingOwned by DMN
Web and app designOwned by Slingshot
Video productionIndependent
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Service modelSenior account manager
➢ 6-10 years marketing experience
➢ Loosely grouped by domain expertise
➢ Strategy, project management, client contact
Fulfillment associates
➢ 1-4 juniors per manager
➢ Posting, metrics, community management, promo execution
Shared services
➢ Newsroom (editors plus freelancers)
➢ Design➢ Tech (vendors, etc.)
Newspaper sales group
➢ Core reps supported by expert catalysts
➢ Catalysts also hunt➢ Develop relationship
and help on-board / renew
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Value proposition➢ High quality / mid-price➢ Sales > engagement >
likes➢ ROI-focused➢ Strategic➢ Not templated
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Culture
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Clients by volume
Top categories:● Hospitality● Auto● Retail● Healthcare
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Clients by Revenue
Top categories:● Home services● Retail● Auto● Tech / startup
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Notable clients
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How it’s working: Churn
By account By revenue
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How it’s working: Client results
➢ Driving traffic and sales for many clients➢ ROI measurement is sticky widget / holy grail➢ Varies by point in sales funnel➢ Strongest results when we have control of content,
social, promotions and metrics
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Value to newspaper as a client
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What does this have to do with native?
Our primary playbook is creating native-style content for clients and distributing it via social.
Native helps that content achieve reach. And owned content makes native traffic sticky.
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Native advertising➢ “Steroids” for SE clients➢ SE creates for non-clients
as well➢ Editorial approves
○ Only issue has been when our listicles serendipitously duplicated editorial
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Lessons learned➢ $3,000 / month floor➢ 60+-day sales cycle➢ Sales spikey➢ Opportunity for project work➢ Client ROI expectations often unrealistic➢ Even great content needs help with reach➢ Some categories are harder to deliver results➢ Greatest success with cooperative,
transparent clients➢ Need two levels of service within deliverable
levels➢ Getting to cashflow means running lean
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On the horizon
➢ “On behalf of” marketing➢ Technology➢ Refining service model➢ Adding management layer➢ Geographic expansion?