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CONVERSATIONS THAT CONVERT
Speakeasy: Digital Agency in Action
!October 28, 2013
@mikeorren / @yourspeakeasy
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Here we go again
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TEXTUS Newspaper readers US Facebook users
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TEXTAd buys (display, video and search) “Digital Services”
BORRELL LOCAL DIGITAL SERVICES
SURVEY, 10/12
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But fear not…
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You are positioned to win
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But enough about you…
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About me:
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Social media marketing is…Using social media channels to market a brand (retail, auto, b2b, even a newspaper).Multichannel.SEO-enhancing.Hybrid of sales and service.Measurable.Just another (BIG) channel where the rules still apply – The message matters.
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Social media marketing is NOT…Free.One-size fits all.SEO.Conversion mechanism (often).Just Facebook, Twitter andwhatever new launches this week.About “likes” and “follows” – or even “engagement.”Measurable*
*Yes, I realize the contradiction
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The opportunity
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SPEAKEASY
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KEYWORD,VERB,
KEYWORD GIBBERISH
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SPEAKEASY
“MARKETING HAS BECOME A CONTENT WAR AND NOBODY IS BETTER-POSITIONED TO WIN A CONTENT WAR THAN A CONTENT COMPANY.”
JIM MORONEY PUBLISHER & CEO, THE DALLAS MORNING NEWS CHAIRMAN, SPEAKEASY
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But, that’s only half the story
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Your secretweapons
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SPEAKEASY
Long game. Cost-effective, driving down promo cost. Yields engaging
social. Lives in controlled environment that encourages conversion
Ideal distribution channel for content and promos. Encourages
user participation
Fast action. Requires media for fast wins. High-cost. Drives social activity and accelerates growth of
content engagement.
SPEAKEASY
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Corporate Content Marketing
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Not just narrative
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What it takes:Great contentStrong ledes24-7 operationKnowing community RelevanceNimbleness Understanding of crisis management Customer service Sales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails
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What it takes:Great contentStrong ledes24-7 operationKnowing community RelevanceNimbleness Understanding of crisis management Customer service Sales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails
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Challenges:If you suck at social media.If you think it’s just advertorial.Gold rush of toolsDaily changeLocal is harder than national in social
ScaleTools
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Who are the customers?For self-serve tools – SMB’sFor service and content – Newspaper advertisers
Speakeasy sales and pending by revenue
B2B 2%
Media 3%
Nonprofit/Church/Cause 6%
Home 8%
Real Estate 8%
Agency 9%
Retail 11% Auto
12%
Medical 20%
National 21%
Speakeasy sales and pending by volume
National 3%
Media 3%
Real Estate 9%
B2B 9%
Home 9%
Retail 9%
Auto 9%
Agency 14%
Nonprofit/Church/Cause 17%
Medical 20%
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Range of engagementsContent only:
Articles for $100-$250 each (minimum $25k buy)Video: $5k for one day; one location; as many videos as possible
Typical turnkey: $2k - $5k / monthBlog or other content siteManage multiple social netsPromotionsDeep metrics and competitive analysisSweet spot-- best margins
Specialist: Up to $250kUsing every tool in the box to solve a specific problemVery customized and time intensiveGenerally involves custom software and lots of content
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Proving it worksPromotions that convert
Fangated and share-encouragingContests Coupons Deals
Metrics beyond likes “Edgerank”Listening metrics and demographicsCheck-ins SEO Reviews / testimonialsOh, and OK, sure, if you insist– “Likes” too
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Native Advertising
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The next frontier
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What we’ve learnedLonger sales cycle than expected Higher AVO than expected Every deal is custom Content really is king– about 1/3 of business is more content than socialWork is frontloaded Most successful with all three pillars Subjectivity is a tough pillNeed ramp-up time Best promos are multi-channel Must supplement with paid (or owned) mediaNot every client is a fit
