Agency model final deck

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The Agency Model:Selling Facebook Contests

to your Advertisers



How to Ask Questions

GoToWebinarQuestions Panel

Note: We are recording this webinar and you will receive an email with links to the recording and the slide deck.




Julie FoleyDirector of Affiliate Success

Speakers


Matt CoenOwner & Co-Founder


Who We Are

□ Increase ROI, Build & Engage Audience

□ □ □ □


A truly white label contest provider

What We Do

To date, UPICKEM has executed• More than 50,000 contests• On more than 1,600 local

media sites• More than 8 million players

have participated


Why Contests?

• Build Audience, Page Views and Awareness• Generate Sponsorship & Ad Revenues• Build User Database for Email Marketing• Powers your Social and Mobile strategy


Agenda

• What is “The Agency Model”?• How does Facebook fit into this model?• Advertiser Facebook contest case

studies • Best practices: implementation and

promotion • Q&A



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The Agency Model


Mar

ketin

g Ch

oice

s

Print Web On-Air

Email Blasts

SEO Packages

Social Media

Pay-Per Click

Text Messages

Direct Mail

The Agency Model



The Agency Model


Local Media Agencies• Cox• Gannett• Gatehouse


The Agency Model

The Nashville Tennessean• Goal: To close the gap between

selling advertising and selling measureable results

• Result: $2.6 MM in 2 years• 50% of revenue goes into

core product (print ,direct or digital)

• Lesson Leaned: Social is red hot and should have moved faster in this area of sales



The Agency Model


Have an in house agency?• Facebook contests can be

and important core of your model



The Agency Model


Ok, so you don’t have an agency?• Facebook Contests allow

you to offer a limited number of agency services easily and efficiently

• Allow you to participate in agency model without investing in other services


The Agency Model

What is the difference between running a

contest on Facebook and an “agency model” Facebook contest?

Herald Times sponsored Golf

contest

Bloomington Paint contest created by

Herald Times



The Agency Model


Components of “Agency Model” contests:• Objectives are all about the client• Runs on advertiser’s Facebook page• May run on your media page as well• May include them paying for media

promotion• You make it turnkey• You include design services/help with

rules• Prize corresponds with advertiser’s

brand• Email opt-in is for the advertiser

Running a sponsored contest on your Facebook page is not a true

advertiser contest


The Agency Model

Why Advertiser Facebook Contests?• For many advertisers, building social media audience is a primary marketing

objective• Contests work! 57% of fans liked a business based on an offer and 38%

because of a sweepstakes *• Advertisers don’t have the time, know-how, design skills or promotion ability

to make contests successful on their own• You are the expert in contests• Facebook have made contests viral• Opportunity to build more revenue and develop a deeper relationship than

if they just bought media from you

*eMarketer February 2011



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Advertiser Contest Case Studies


Facebook Case Studies

ABC15.com • Phoenix, AZ• DMA 11• Goal: Revenue Generator

& Audience Builder• Promotion Package:

• Fiat of Scottsdale Giveaway• Facebook promotion• On-air promo schedule• Online ads• Integrated into Pay for Play

(local programming)• Like Gate for Fiat




ABC15.com• Results:

• Five Figure Revenue• 3,000 likes for the

sponsor (740% increase)• Sold 20-30 Facebook

contests to major accounts in 2011

• $250k estimated revenue from Facebook contests






Quad City Times• Davenport, IA• 50k circulation paper• Goal: Offer marketing

solutions that help advertisers grow database, gain “Likes” and build lead list





Quad City Times• Promotion Package

• Email Blast• Homepage ad• ROS ad• Facebook contest on

advertiser’s page • 2 week duration





Quad City Times• Results

• Have 7 live advertiser contests

• Range $5-$15k• Building email list and fan

count for local advertisers (2,000+ fans)





Herald Times• Bloomington, IN• 27k circulation paper• Goal: Increase spending

by local advertisers by giving them social media tools





Herald Times• Promotion Package:

• Contest creation• Eblast to Herald Times

promotional database• Two posts on Herald Times

social media sites • 25k impressions online• Feature ad on Herald

Times website homepage





Herald Times• Results:

• Six packages sold in 8 weeks

• 208% increase in Likes for advertisers

• All users get “submission” offer (e.g. $2 ticket discount)





NorthofBoston.com• “Fenway Memories”

• Print• Online• Eblast• Facebook Like Gate on

media company and title sponsor’s pages

• $20,000 revenue • Post- contest magazine

with top 100 photos featured will be sold as well





KDND-FM • Sacramento, CA• “Jackson Rancheria Casino”• Objective: Jackson Rancheria

wanted to increase social media engagement with consumers

• Solution: Integrated marketing campaign that included on-air and online ads that directed consumers to “Like” the client’s Facebook page

• Results: In just two weeks, the casino saw 30% growth in Likes as well as 450 email database opt-ins



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Best Practices



Webinar hashtag is #2ndstcontestsFollow us on Twitter @2ndstreetmedia

Prospects• Restaurants• Retail• Hotel & Travel• Local advertisers with good

reputation and current social presence

Best Practices




What should you include in the sales package? • Facebook contest• Like Gate for Advertiser• Online promotion on your site• Print/On-air promotion• Social media mentions from your

Facebook and Twitter accounts• Eblast to your promotional

database• Email opt-in for advertiser

Best Practices




How should you promote?• Use featured “pinned” posts on

your page • When posting make sure they

are engaging• Move the contests tab to top 3

tabs for your advertiser’s page • Customize the tab image• Send a eblast to your

promotional database• Include promotional ads in your

print/on-air/online products• Promote a redirect

Best Practices




What should you charge?• Consider the value of your

promotion package• Consider the value of your

email list• Not a performance buy –

base cost on promotional buy

• Large market : up to $20k• Mid market: $5-$15k• Small market: $300 - $5k

Best Practices


Lessons Learned

• Build your fan base and email list first• Ask each advertiser, “what is the value of a Facebook fan to you?”• Point out that by using Facebook, you also get a social database you can

remarket to• You may want to add “opt-ins" for your advertiser• Keep sign-up simple• You may want to use coupons or "mention Facebook to receive a discount" as

part of ongoing promotions that convert fans to customers• Consider a multi-contest package for an advertiser• Structure and price as an integrated package



Questions?

Julie FoleyDirector of Affiliate [email protected] 314-880-4910877-843-2900x4910 (Toll-free)Follow me @julie_foley

Matt CoenOwner & [email protected] (Toll-free)Follow me @mcoen


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Agency model final deck

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