1. Section Header
Section: Title
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Making Money
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with Facebook
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2. How to Ask Questions
Note: We are recording this
webinar and you will receive an
email with links to the
recording and the slide deck.
GoToWebinar
Questions Panel
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Webinar hashtag is #2ndstreet
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3. Speakers
Julie Foley
Director of Affiliate Success
Brian Page
Online Products Director
Scripps Media
Matt Coen
Owner & Co-Founder
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Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
4. Who We Are
□ Increase ROI, Build
& Engage Audience
□
□
□
□
WebinarWebinar hashtag is #2ndstreet
Webinarhashtag is #2ndstreet
hashtag is #2ndstreet
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5. What We Do
A truly white label contest provider
To date, UPICKEM has executed
• More than 40,000 contests
• On more than 1,300 local
media sites
• More than 6 million players
have participated
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6. Agenda
• Play Anywhere!
• Why Facebook?
• What is the importance of a
“Like”?
• Revenue and Audience building
case studies
• Best Practices
• Q&A
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Play Anywhere!
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.
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
8. Play Anywhere!
• Your website
• Mobile
• Tablet
• Facebook
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Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
9. Play Anywhere!
Website
• “Traditional” contest
platform
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Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
10. Play Anywhere!
Mobile
• More than 1/3 of US adults
now own smartphones
• UPICKEM gets over half a
million visits from mobile
devices a month.
• People that use Facebook on
their mobile devices are twice
as active on Facebook than
non-mobile users.
• Separate ad spaces for mobile
version
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
11. Play Anywhere!
Tablet
• Traffic from tablets
has grown 1400%
since July 2010
• Separate ad spaces for
Tablet version
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
12. Play Anywhere!
Facebook:
• Unlimited Contests
• Social Boost
• Any UPICKEM contest can
be run inside Facebook
• Ability to run contest on
multiple Facebook pages
• Multiple contests one a
single Facebook Page
• Shared data with website
version of contest
• Like Gate
• Full HTML Branding Control
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
13. Play Anywhere!
Your Advertiser on Facebook
• Easily add the contest to your
advertiser's Page
• Require the user to “Like” your
advertiser before entering
• Incorporate your advertiser
into the “Like-gate” of your
page
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
14. Section Header
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Why Facebook?
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.
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
15. Why Facebook?
• 800 million users
• 200 million users in the US*
• Average user has 130 friends
and Likes two pages a month
• Average user is connected to
80 community pages, groups
and events
• Most popular tool among
marketers who use social
media**
* Inside Facebook Gold http://gold.insidenetwork.com/facebook/2011
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Webinar hashtag is #2ndstreet ** Social Media Marketing Industry Report, Social Media Examiner, April 2011
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Follow us on Twitter @2ndstreetmedia
16. Why Facebook?
Like-gating
• For every one person that Likes a
brand, an additional 34 of their
friends can be reached through
an exposure to the liker.*
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Webinar hashtag is #2ndstreet * "The Power of Like: How Brands Reach and Influence Fans Through Social
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Follow us on Twitter @2ndstreetmedia Media Marketing" comScore, May 2011
17. Why Facebook?
Contesting generates
status updates
• 65% of US Facebook users said
they are more likely to buy a
product based on a positive
Facebook friend referral*
• Social media tactics generate
nearly 2.5 times more offline
and online brand conversations
than non-social tactics. They
also yield 4x as many influenced
purchases.**
* "The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing"
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Webinar hashtag is #2ndstreet comScore, May 2011
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Follow us on Twitter @2ndstreetmedia ** Digital Actions and their effect on Advocacy, 22squared and Consumer Insights Inc., 2010
18. Why Facebook?
Build Awareness
• Photos are viewed more than
anything else on Facebook*
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet * Digital Actions and their effect on Advocacy, 22squared and Consumer Insights Inc., 2010
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Follow us on Twitter @2ndstreetmedia
19. Section Header
Section: Title
Importance of a
Cool little catchy phase to impress people.
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
“Like”
the leap into electronic typesetting, remaining essentially unchanged.
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
20. Importance of a “Like”
• “Likes” come from real people
• Automatically exposes your
brand to that person’s contacts
• Low cost promotion tool
• Allows instant interaction with
your audience
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
21. Importance of a “Like”
• The average value of a Facebook
like is $136.38
• Fans are 28 percent more likely
than non-fans to continue using
a specific brand.
• Fans are 41 percent more likely
than non-fans to recommend a
product they are a fan of to their
friends.
* "The Power of Like: How Brands Reach and Influence Fans
Through Social Media Marketing" comScore, May 2011
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Webinar hashtag #2ndstreet
Follow us on on Twitter @2ndstreetmedia
Follow us Twitter @2ndstreetmedia
22. Importance of a
“Likes”
Low Barrier Contests
• More entries
• Encourages sharing
• Creates even playing field for all
participants
Image from “Facebook Contests, Fan Acquisition and Business Value” Social Media
Explorer November, 2011.
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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23. Section Header
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Set Goals
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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.
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
24. Set Goals
Goals for each Facebook
Contest:
• Likes for your Facebook page
• Likes for your advertisers
• New revenue
• Drive sign-ups for database
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Webinar hashtag is #2ndstreet
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25. Section Header
Section: Title
Cool little catchy phase to impress people.
Case Studies
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.
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
26. Scripps
Scripps Social Media Strategy
• What do you want to
communicate?
• What do customers want to
share?
• Integrate web page and
marketing
• How will you measure
success?
• Leads
• Fans
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Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
27. WFTS
Audience Builder
“Blue Man Group Giveaway”
Goals: Increase social media
presence and user engagement by
growing Facebook fans
• Facebook contest
• Integrated promotion
Results
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
28. KY3
Revenue Generator &
Advertiser Audience Builder
“Back to School Cool”
• Andy’s Frozen Custard
Giveaway
• Exclusive contest for sponsor
• 1,200 entries
• Substantial growth of
Facebook fans
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
29. WFTV
Revenue Generator
“Summer Splash Sweeps”
• 11 sponsors!
• Promoted on Facebook
• Email opt-in for sponsors
• 2,600 entries
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
30. KSWB
Revenue Generator & Audience
Builder
“Football Frenzy”
• SuperCuts & Little Ceasars
• Part of Football Contest
Campaign
• Grown Likes by 5,000 since
start of contest
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
31. St. Louis Post Dispatch
Database Builder
“Name the Rally Squirrel”
• 72 hour contest
• Facebook promotion
• Like Gating for SLPD
• Database builder for Daily
Deals
• 3,350 entries
• 36% signups for Deals email!
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
32. WSH
Audience Builder
“FANdemonium”
• Facebook promotion
• Like Gating for WSH
• 76,000 entries!
• Social Boost
• 2 chances for every 1
referral!
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
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Follow us on Twitter @2ndstreetmedia
33. San Diego Union Tribune
Database Builder
“Simon Mall Giveaway”
• 1,900 entries
• Likes for SDUT
• Drove sign-ups for Deals
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Webinar hashtag is #2ndstreet
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34. Summary
Results
• Revenue
• Likes for your page
• Likes for your advertiser
• Database builder
• Power of your Facebook fan
base is an important selling
tool
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
35. Section Header
Section: Title
Best Practices
Cool little catchy phase to impress people.
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.
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
36. Best Practices
• When creating a
contest, keep it simple. The
less your fans need do to
enter, the better.
• Incorporate a sharing
component so your contest
spreads virally.
• Consider Social Boost
• Offer prizes that resonate
with the target audience
• Analyze your results
• Optimize
• Continue to engage your
audience beyond the like
Webinar hashtag is #2ndstreet
Webinar hashtag is #2ndstreet
Follow us on Twitter @2ndstreetmedia
Follow us on Twitter @2ndstreetmedia
37. Summary
• 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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38. 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
Note: We are recording this webinar and you will receive
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Webinar hashtag is #2ndstreet
an email with links to the recording and the slide deck.
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Notes de l'éditeur
Matt
Matt
Matt
Matt
Matt
Julie
30 billion pieces of content shared each month
by lowering the barrier to contest entry i.e. 50 votes and conducting a random draw, brands can build a participation ‘long tail’ that:prompts more people to enter because there is a reasonable chance of winning vs. having to compete with contest pros that buy/exchange votes.helps create business value by prompting brand communication with real people and fueling genuine word of mouth – with a low barrier to entry fans will likely share contest details/expose the brand to friends, family or colleagues. The low barrier of entry discourages users that participate in voting groups.creates an even playing field for participants and minimizes acrimony – the contest is deemed to be fair, doesn’t get overrun by people exchanging votes and mitigates negative dialogue.There is much more value in having a slower rate of acquisition and building a fan base that has the potential to be engaged … rather than rapid growth created by smoke and mirrors.
Matt
Being able to accomplish all three is what made this so powerful
Julie
Key point: partnership with Arizona Cardinals. Did better as a result of their fan base – but also grew their fan base.Made perfect sense from synergy standpoint.
Substantial growth in Facebook fans.
Even with smaller budgets you can still earn business.
Jeff:Another example of a client wanting to piggyback on ABC15 fanbase. Very similar to PIR messaging. They grew their fanbase more than we did. We used our fanbase to market the contest and to sell the contest to Fiat.
Since I first saw this contest WSH has increased their likes by 10,000!
Jeff:
MattNew revenue?Who sold it?More of these contests in 2012?You get what you promote. Cardinals did the best because it was promoted the best.
Drive Likes for you Drive Likes for your advertisersDrive new Revenue for your media company