SoCast Webinar Deck Feb 27: The Smart Way to Sell Digital
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Transcript of SoCast Webinar Deck Feb 27: The Smart Way to Sell Digital
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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
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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?
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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
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When Reach Goes Up, So Do Tune-Ins
Likes Total Digital Reach Web Traffic Hours Tuned
22%
182%
68%52%
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But Advertisers Demand ROI & Sophistication
$Viral Shares
$
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Back in “The Good Ol’ Days”
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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.
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Back in “The Good Ol’ Days”
Radio = Real-Time. Who else is? Digital!Let’s leverage our similarities to grow!
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Here’s How
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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
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Tactic 1Build Your Database
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The Old Way
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The Old Way
Data is only used to contact winners, not captured
Manual data entry
No social integration
Overly long form
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The Smart Way
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The Smart Way
= no data entry required
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The Smart Way
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Tactic 2Sell Sponsors Direct Leads
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The Old Way
Great (hopefully!) promos, with no integration And no incentive to connect with sponsor
…
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The Smart Way
• Double opt-in contests• Custom fields that collect specific data on behalf of sponsors• Recycle, reduce (segment), and reuse data collected
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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)
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Tactic 3:Integrate Email into Sales Packages
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The Old Way
Sending one email to whole listNo ad inventory in email
No call to action in subject line/poor headlines
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The Smart Way
Email filters to segment/target specific groupsExclusive email offers (on behalf of sponsors)
Targeted offer
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SmarterP1 Identification
The Smart Way
Smarter Superserving
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Tactic 4:Increase Reach via Smart Facebook
Media Buying
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The Old Way
$
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But wait! You ARE a media company! You don’t BUY media, you SELL it, right???
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Fair Point. But, let me ask you something…
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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?
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The Smart Way
Viral Shares
$Great content
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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
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Tactic 5:Leverage Website Traffic
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The Old Way
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The Old Way
Audio-Only Feed (No Visuals / Augmentations)
Non-Mobile Friendly
Ads Aren’t Customized
Cluttered Homepage
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Smart Way: Customize Ads to Pages
Cars
Golf
Travel
We Talk About We Need Sponsors For
Cars
Golf
Travel
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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)
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Smart Way: Real-Time is Best
Find out real-time reach, sentiment and demographics, as well as who your influencers are!
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Bonus Tips & Resources
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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/
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Next Steps
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Some of Our Clients
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Say Hi!
For more information contact:
Vanessa Markov
Email: [email protected]: 416-635-6678 x268 Website: www.socastsrm.comTwitter: @socastsrm