Published on February 28, 2014
Webinar: The Smart Way to Sell Digital: New Tactics & Revenue Streams for Radio Presented by: Jeremy Wright Senior VP, Marketing, SoCast Inc February 27, 2014
Radio Reach & Traffic Continues to Decline 2,000,000 1,800,000 1,600,000 1,400,000 WHY? 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Pageviews Jun-13 Visits Jul-13 Aug-13 Linear (Pageviews) Sep-13 Oct-13 Nov-13 Dec-13
Total Digital Reach is Able to Recover Some CY2014 Total Digital Reach Projection 6000000 5000000 4000000 3000000 2000000 1000000 0 Jan Feb Mar Web Pageviews • • • • • Apr May Facebook Likes June July August Facebook Reach 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 Sept Oct Total Digital Reach Nov Dec
When Reach Goes Up, So Do Tune-Ins 182% 68% 52% 22% Likes Total Digital Reach Web Traffic Hours Tuned
But Advertisers Demand ROI & Sophistication $ Viral Shares $
Back in “The Good Ol’ Days”
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.
Back in “The Good Ol’ Days” Radio = Real-Time. Who else is? Digital! Let’s leverage our similarities to grow!
What We’re Going to Show You 1. 2. 3. 4. 5. Leverage Facebook to grow your member database Increase promotion value and engagement Next generation promotion ideas Generate new revenue from your web traffic Increase reach via smart Facebook media buying
Tactic 1 Build Your Database
The Old Way
The Old Way Overly long form Data is only used to contact winners, not captured No social integration Manual data entry
The Smart Way
The Smart Way = no data entry required
The Smart Way
Tactic 2 Sell Sponsors Direct Leads
The Old Way … Great (hopefully!) promos, with no integration And no incentive to connect with sponsor
The Smart Way • Double opt-in contests • Custom fields that collect specific data on behalf of sponsors • Recycle, reduce (segment), and reuse data collected
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)
Tactic 3: Integrate Email into Sales Packages
The Old Way Sending one email to whole list No ad inventory in email No call to action in subject line/poor headlines
The Smart Way Targeted offer Email filters to segment/target specific groups Exclusive email offers (on behalf of sponsors)
The Smart Way Smarter P1 Identification Smarter Superserving
Tactic 4: Increase Reach via Smart Facebook Media Buying
The Old Way $
But wait! You ARE a media company! You don’t BUY media, you SELL it, right???
Fair Point. But, let me ask you something…
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?
The Smart Way Viral Shares $ Great content
The Smart Way Viral Shares • Page post ads • Marketplace ads • Content + promoted posts Great content Promoted Posts Primer: http://www.jonloomer.com/2013/08/26/facebook-promoted-posts-strategy/
Tactic 5: Leverage Website Traffic
The Old Way
The Old Way Cluttered Homepage Audio-Only Feed (No Visuals / Augmentations) Ads Aren’t Customized Non-Mobile Friendly
Smart Way: Customize Ads to Pages We Talk About We Need Sponsors For Cars Cars Golf Travel Golf Travel
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)
Smart Way: Real-Time is Best Find out real-time reach, sentiment and demographics, as well as who your influencers are!
Bonus Tips & Resources
Bonus Tips & Tools to Help You! 1. 2. 3. 4. 5. Low Hanging Fruit of Content Marketing: http://www.quicksprout.com/2014/02/10/low-hanging-fruit-ofcontent-marketing-10-quick-changes-that-will-bring-big-results Call To Action Buttons Can Now Be Added To Page Post Ads In Facebook’s Ads Manager: http://allfacebook.com/call-to-actionbuttons-page-post-ads-ads-manager_b129598 Internet Marketing for Smart People: Classic Edition (eBook): http://my.copyblogger.com/basic/imfsp/ What to Test in Your Emails: http://www.marketo.com/cheatsheets/what-to-test-in-your-emails/ Front-End vs Back-End Reporting: http://www.strategerize.com/2013/12/09/front-end-vs-backend-reporting/
Some of Our Clients
Say Hi! For more information contact: Vanessa Markov Email: firstname.lastname@example.org Phone: 416-635-6678 x268 Website: www.socastsrm.com Twitter: @socastsrm
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