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Agency model final deck
1. Section Header
Section: Title
The Agency Model:
Cool little catchy phase to impress people.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been
Selling Facebook Contests
the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of
type and scrambled it to make a type specimen book. It has survived not only five centuries, but also
the leap into electronic typesetting, remaining essentially unchanged.
to your Advertisers
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2. How to Ask Questions
Note: We are recording this
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email with links to the
recording and the slide deck.
GoToWebinar
Questions Panel
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3. Speakers
Julie Foley
Director of Affiliate Success
Matt Coen
Owner & Co-Founder
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4. Who We Are
□ Increase ROI, Build
& Engage Audience
□
□
□
□
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5. What We Do
A truly white label contest provider
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
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6. Why Contests?
• Build Audience, Page Views and Awareness
• Generate Sponsorship & Ad Revenues
• Build User Database for Email Marketing
• Powers your Social and Mobile strategy
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7. 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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8. Section Header
Section: Title
Cool little catchy phase to impress people.
The Agency Model
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been
the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of
type and scrambled it to make a type specimen book. It has survived not only five centuries, but also
the leap into electronic typesetting, remaining essentially unchanged.
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9. The Agency Model
Marketing Choices
Print Web On-Air
Email SEO Social
Blasts Packages Media
Pay-Per Text Direct
Click Messages Mail
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10. The Agency Model
Local Media Agencies
• Cox
• Gannett
• Gatehouse
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11. 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
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12. The Agency Model
Have an in house
agency?
• Facebook contests can be
and important core of your
model
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13. 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
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14. The Agency Model
What is the difference
between running a
contest on Facebook and
an “agency model”
Facebook contest?
Herald Times Bloomington Paint
sponsored Golf contest created by
contest Herald Times
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15. 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
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16. 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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17. Section Header
Section: Title
Cool little catchy phase to impress people.
Advertiser Contest
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been
the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of
type and scrambled it to make a type specimen book. It has survived not only five centuries, but also
the leap into electronic typesetting, remaining essentially unchanged.
Case Studies
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18. 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
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19. Facebook Case Studies
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
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20. Facebook Case Studies
Quad City Times
• Davenport, IA
• 50k circulation paper
• Goal: Offer marketing
solutions that help
advertisers grow
database, gain “Likes”
and build lead list
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21. Facebook Case Studies
Quad City Times
• Promotion Package
• Email Blast
• Homepage ad
• ROS ad
• Facebook contest on
advertiser’s page
• 2 week duration
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22. Facebook Case Studies
Quad City Times
• Results
• Have 7 live advertiser
contests
• Range $5-$15k
• Building email list and fan
count for local advertisers
(2,000+ fans)
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23. Facebook Case Studies
Herald Times
• Bloomington, IN
• 27k circulation paper
• Goal: Increase spending
by local advertisers by
giving them social media
tools
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24. Facebook Case Studies
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
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25. Facebook Case Studies
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)
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26. Facebook Case Studies
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
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27. Facebook Case Studies
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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28. Section Header
Section: Title
Cool little catchy phase to impress people.
Best Practices
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been
the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of
type and scrambled it to make a type specimen book. It has survived not only five centuries, but also
the leap into electronic typesetting, remaining essentially unchanged.
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29. Best Practices
Prospects
• Restaurants
• Retail
• Hotel & Travel
• Local advertisers with good
reputation and current
social presence
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30. 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
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31. 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
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32. 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
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33. 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
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34. Questions?
Matt Coen
Owner & Co-Founder
matt@secondstreet.com
314-880-4902
877-843-2900x4902 (Toll-free)
Follow me @mcoen
Julie Foley
Director of Affiliate Success
julie@secondstreet.com
314-880-4910
877-843-2900x4910 (Toll-free)
Follow me @julie_foley
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Notes de l'éditeur
Julie
Julie
Julie
Julie
Julie
Julie
Julie
Julie to intro Matt – Matt’s going to introduce the Trend we see in being able to sell advertiser specific FB contests directly to advertisers as a service instead of them doing it themselves or them going to an ad agency to fulfill this need and the broader trends of some media companies even creating their own agencies
MattIntro TalkFor years we’ve talked about generating rev by running contests and selling sponsorships of those contests. Today we want to talk about a new/different rev stream from selling contests. Selling FB contests as a service in an AGENCY model. As we’ll talk about here – that doesn’t mean you have to have an agency within your media company to sell contests in this way. But we want to talk about the trend/movement of stand alone agencies in some local media to provide a broad range of services to compliment the offerings of their media companies.Theywant to close the gap between what they currently sell – advertising – and what local merchants want– measurable results from a variety of new digital platforms.Some local media companies are forming their own agenciesThen, there is a model for FB contests where you can sell them as an agency service – this is the model we are talking about marketing is more confusing than ever for advertisers. There are so many options. your advertisersare looking for help - not only with buying media but developing marketing tactics for their brands.
Mattmany media companies are setting up agencies as unique business unitsCox Media Group– Palm Beach Post – West Palm Beach, FL – Client SolutionsGannett – Nashville Tennessean – 1100 BroadwayGatehouse – Propel Marketing
MattCompany: The Nashville Tennessean, Tennessean.comCirculation: 174,000 dailyThe Tennessean (Gannett) wanted to come up with revenue models to provide internet services beyond digital advertising to key accounts. Specifically, they wanted to close the gap between what they currently sold – advertising – and what local merchants wanted – measurable results from a variety of new digital platforms.Website designLanding and splash pagesMobile websitesPPCLocal optimizationSEO packagesText messagesEblastsSocial MediaMedia planning and placementCreative services“Thrive” seminars for SMBsResults*1100 Broadway served more than 400 clients in 2010*1100 Broadway represented 2.3% of total media company revenues in 2010, or $2 million. That number jumped to 3.5% in 2011.*50 cents of every $1 sold by 11000 Broadway goes into the core product – print, direct and digital advertising.*Exceeded digital budget of 50% growth in 2011 by 35%, a growth rate of 75%.*In a breakdown of 2010 revenues for 1100 Broadway:45% of sales are non-traditional media servicesDirect mail was 40%Media buying was 15%Non-traditional product were as follows:Web dev – 15%SEM -15%Email- 10%Social, creative - 5%Lesson Learned: Social packages are so "red hot" they would have moved faster into this area of sales (note: we are seeing this trend from other media companies selling social media services such as Facebook contests).
MattIf you have an agency facebook contests are a no brainer
MattNo problem. This still makes sense for you. You don’t need an agencyIt still makes sense and you don’t have to to make this workSimple and ties in with your existing media.if you DONT have an internal agency or not ready to develop a full blown agency model selling Facebook contests is a great way to diversify revenue and build an agency like model for your advertisers
MattRememberThis isn’t about having an agencyThis is about going to an advertiser and fulfilling a social media need and offering services around promotion
Julie
Julie1. For many advertisers, building social media audience is a primary marketing objective2. Contests work! 57% of fans liked a business based on an offer and 38% because of a sweepstakes * - Businesses often do not understand the nature of fanning; they think that people become fans because they actually like the business. "According to eMarketer, February 2011, 57% of fans liked a business based on an offer and 38% because of a sweepstake. You have to offer something to get someone to like you. They are not going to like you for no reason." 3.Advertisers don’t have the time, know-how, design skills or promotion ability to make contests successful on their own4. You are the expert on contests – been running for years and most recently online and on facebook. You are the most logical answer to their needs in this area. You are positioned as experts in this area more than anyone in your market. 5. Facebook have made contests viral6. Opportunity to build more revenue and develop a deeper relationship than if they just bought media from you -This opens the door for conversations about how to promote offers using advertising and partnership posts. It becomes clear that the only way to power social media, is through a traditional multi-media plan, or partner-posting by media entities with a significant fan base.Could they do it on their own? Sure, but would they have been as successful??
Julie
JulieOnce the media's Facebook fans and contesting skills were on a roll, the next step was selling campaigns around Facebook to major advertisers. The sale itself is more consultative, and starts with helping merchants identify the end goal. "A lot of companies are product-centric. This is a customer-centric approach," Brian Page says. Structuring the sale. Page says the sale starts with defining the objective - fans or leads - and the metrics for success. That is, how many fans, and/or customers in the door. Then he talks about the offer and strategy. Then advertising is layered in, and, finally, the partnership posts are added on.Another example of a client wanting to piggyback on ABC15 fanbase. “We used our fanbase (88,000 fans) to market the contest and to sell the contest to Fiat.”
JulieThis is why your strategy for running contests for your own media company and FB contests are highly complimentary. Your contests you run for yourself only enhances how you can sell fb contests to advertisersAfter growing a megabase of fans, top-selling ABC15.com, (the digital brand of the ABC affiliate in Phoenix), sold 20 to 30 contests to major accounts in 2011 (we estimate the contests are generating upwards of $250,000 in campaign sales for that station alone). Across the company, Facebook is now a priority.
JulieSeveral Lee several papers talking about building an internal agency - we are staring to do more agency like activities and this is a big part of that.
Juliecontest is front and center and we use the promotion to support it. promotion gives us additional line items to build a package around. If we post the advertiser contest on our own page depends on the spend. If a large buy we will throw in promotion on our own page. fb post are largely controlled by the newsroom so we only pull that lever if it’s a big buy.
Big believers in helping local biz grow contact list - anything we can do to do that or make them better marketers and publishers in the local. this is a space they want to lay in - retention, outreach and helps them reduce the amount that their spending in DIRECT MAIL marketing with others and redirecting into fb contest buys. those are the types of buys we are looking to shift. Getting very good rev with fb contest b/c we support with lots of promotioncharge based on promo schedulevalue in email list - built into price/packagescale $5-$15k depending on how much promotion is involvedcombo of clients asking and us telling them we have itthey want to grow fans and we have the audience to help them do that
Remember this doesn’t have to be just for FACEBOOK – you can run on your site with branding just for your advertiserNorth of Boston.com is made up of 12 dailies and weeklies in the Boston area. Facebook Notes: Contest will run simultaneously on all NOBMG Facebook pages as well as the sponsors Facebook page. "Like Gate" will ensure that all participants will have to select the "Like" status on each Facebook page in order to submit or vote. This practice will create tremendous exposure for the sponsors socail networking campaigns.
that the incremental revenue was significant and (b) the contest platformallowed us to be a marketing partner, not just a spots & dots media seller.Tim MurphyVP Digital Strategy & Enterprise PlatformsEntercom
Julie
As a recap – the best way to promote your Facebook contest is now:Write a tantalizing post and pin it to the top of your timeline. partner posts should be engaging, "You don't just say 'Go to xyz to win.' You ask a question like 'What is your favorite iPad app? Don't have one? Check out our friends contest at xyz." (Note: Take a look at ABC15.com's fan page always for a number of good examples of engaging posts). A high engagement post can receive 40 to 50 responses - and thus goes to the top of the wall of those 40 to 50 people, adding value. An example of how partner posts can work for a paid Facebook campaign, is how ABC15.com promoted a Fiat giveaway by a Phoenix car dealer. ABC's partner posts asked, “Where is the first place you would drive in your new Fiat?” with a link to enter the contest on the dealership page. People had to “like it” to enter. This engaging partnership post - in the form of a question -generated hundreds of responses - and moved to the "top of the wall" on fan pages. Customize the tab image and make the tab is in the top row of custom tabs. Where you used to promote facebook.com/yourhandle – setup a redirect and use something like yourwebsite.com/facebook. Then you can control if it goes to your timeline – or the contest you might be running at that time.
Remember:proposals are custom packages. depending on promotion package is how bundled and soldMake your programs scalable. sell a contest for as little as $500, or four larger quarterly ones for $1000 a month, with six figure annual multi-media program.
Lessons learned1. Not suprisingly our first take away is do more contests! But seriously - Build your fan base first. "Advertisers want to piggy back on your fan base. That is what has made some affliates (like E.W. Scripps Company) so successful.” maximized success b/c of their fanbase and email list. 2. Ask each advertiser, what the value of a Facebook fan to you? "A car dealer who wants to see cars in their service bay may offer fans a coupon for a free oil change, with another purchase. They know exactly how much the average service costs. Encourage them to measure what moves the needle for their business."3. Point out that by using Facebook, you also get a CRM tool. Page recommends pointing all campaigns to Facebook because it captures both the email and the fan. "The majority of the time, I push putting the contest and capturing leads on social media. If you use social media you can kill two birds with one stone: You can get them to like you and get an email address. "4. Don't forget to add “opt-ins" for for deal of the day or promotions, to use Facebook contests to accumulate organic opt-ins for deals. 5. Keep sign -up simple. You don’t need an address. “I’ll check their drivers licence when they pick up the prize,” Page says.6. Do use coupons (emailed back via Second Street) or "mention Facebook to receive a discount" as part of ongoing promotions that convert fans to customers. Help advertisers create long term programs that include multiple contests, and ongoing ways to engage fans. 7. Make your programs scalable. sell a contest for as little as $500, or four larger quarterly ones for $1000 a month, with six figure annual multi-media program.8. It’s the promotion of the contest that really drives the price up. promotionaladvertising is layered in, and, finally, the partnership posts are added on. Eblast. Your own facebook audience.