Matt Coen from Second Street's presentation from AAN annual meeting in Austin in July 2016.

2. OVER 3,000 MEDIA COMPANIES

3. $0
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2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

5. secondstreetlab.com

6. Engagement Types
Promotions Forms MessagesInteractive Content

7. Engagement Types
Promotions

8. PROMOTIONS
Sweepstakes
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

12. PROMOTIONS
Sweepstakes
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

13. PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

14. PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

15. PROMOTIONS
Sports Pick’ems
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems

16. PROMOTIONS
Sweepstakes, Photo/Video
Contests, & Sports Pick’ems
Deals

17. Engagement Types
Promotions Interactive Content

18. INTERACTIVE
CONTENT
Personality Quiz
Quizzes, Ballots, & Community
Photo Galleries

19. INTERACTIVE
CONTENT
Personality Quiz
Quizzes, Ballots, & Community
Photo Galleries

20. INTERACTIVE
CONTENT
Trivia Quiz
Quizzes, Ballots, & Community
Photo Galleries

21. INTERACTIVE
CONTENT
Editorial Quiz
Quizzes, Ballots, & Community
Photo Galleries

22. INTERACTIVE
CONTENT
Editorial Quiz
Quizzes, Ballots, & Community
Photo Galleries

23. INTERACTIVE
CONTENT
Editorial Quiz
Quizzes, Ballots, & Community
Photo Galleries

24. INTERACTIVE
CONTENT
Editorial Quiz
Quizzes, Ballots, & Community
Photo Galleries

25. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

26. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

27. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

28. INTERACTIVE
CONTENT
Native Quiz
Quizzes, Ballots, & Community
Photo Galleries

29. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

30. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

31. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

32. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

33. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

34. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

35. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

36. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

37. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

38. INTERACTIVE
CONTENT
Ballots
Quizzes, Ballots, & Community
Photo Galleries

39. Engagement Types
Promotions FormsInteractive Content

40. FORMS
Surveys
Surveys, Subscriptions, &
Registrations

41. Engagement Types
Promotions Forms MessagesInteractive Content

42. STATE JOURNAL-REGISTER
PRO FOOTBALL
CONTEST
RESULTS:
$125,000
CASE STUDY

43. THE SIGNAL
BEST OF SANTA
CLARITA VALLEY
RESULTS:
56% INCREASE
IN VOTES
CASE STUDY

44. WXMI-TV
GROCERY
GIVEAWAY
RESULTS:
6,752
EMAIL OPT-INS
CASE STUDY

45. YOUR DATABASE IS NOT JUST
A BUNCH OF EMAILS

46. …THEY ARE PEOPLE.

47. Interests
?
Advertisers
?
Purchase
History ?
Name
✓
Email
✓
Gender
?
Age
?
Address
?
Postal Code
?
Income Level
?
CONSUMER PROFILES

48. Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income Level
✓
CONSUMER PROFILES
Interests Home (Remodeling)
Advertisers
?
Purchase
History ?

49. Interests Beauty, Education, Healthcare, Home (Buying,
Remodeling), Kids, Restaurants (Italian &
Mexican), Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s Medical Center
• Concordia Elementary School
• Keller Williams Realty
• Mission Taco
• Pastaria
• The Magic House
Purchase
History ?
Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income Level
✓
CUSTOMER PROFILES

50. CONSUMER PROFILES
Interests Beauty, Education, Healthcare, Home (Buying,
Remodeling), Kids, Restaurants (Italian &
Mexican), Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History ?
Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income Level
✓

51. Interests Beauty, Education, Healthcare, Home (Buying,
Remodeling), Kids, Restaurants (Italian &
Mexican), Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History
Beauty, Local Events, Italian Restaurants
Name
✓
Email
✓
Gender
✓
Age
✓
Address
✓
Postal Code
✓
Income Level
✓
CONSUMER PROFILES

52. KNOW YOUR DATABASE

53. READY TO
BUY A CAR
KNOW YOUR DATABASE

54. READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
KNOW YOUR DATABASE

55. READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
READY TO
REMODEL A
HOME
KNOW YOUR DATABASE

56. READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
READY TO
REMODEL A
HOME
INTERESTED
IN MEXICAN
RESTAURANTS
KNOW YOUR DATABASE

57. USER PROFILE DATA
DRIVES AD REVENUE

58. SALES SHEETS

60. EMAIL DRIVES
ENGAGEMENT

61. 0
50
100
150
200
250
300
350
400
Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
Submissions by Day
70% of
Submissions
THE POWER OF EMAIL

64. DATA DRIVES DIRECT
MARKETING

65. The Shift To Targeted Advertising
$ in Billions

69. DATA DRIVES
CIRCULATION

70. MEMBER ACQUISITION

71. MEMBER RETENTION

72. DATA DRIVES
TARGETED DISPLAY

73. TARGETED DISPLAY

74. USE PROMOTIONS TO
BUILD DATA FOR
YOUR ADVERTISERS

75. CASE STUDY:
AUDIOLOGY AND
HEARING CENTER

77.  Identify Locals Interested in Hearing Aids
 Grow Opt-In List
 Get people to come to lunch-and-learn
ADVERTISER GOALS

78. SURVEY QUESTIONS

79. 359
entries

80. 164people planning to purchase a
hearing aid in the next 12 months

81. 217
new email opt-ins

82. 95
interested in events

83. 55
wanted a phone call

84. CASE STUDY:
HIGDON FURNITURE

90. 1,800+
users took the quiz

91. 74%
email opt-in rate for
sponsor

92. COMBINING THE
CONCEPTS

93. CASE STUDY:
MEXICAN VILLA

95. 1,700
entries

96. 70%
email opt-ins

109. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration
2. Establishes Goals & Creates a Plan
3. Owns Relationships with Consumers Through Email
4. Builds & Leverages Consumer Profiles
5. Delivers Measurable Results to Clients
6. Targets & Personalizes Content & Advertising
7. Creates a Corporate Strategy

110. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration
2.
3.
4.
5.
6.
7.

111. For many media
companies right now,
there’s a struggle in
creating cross-team
collaboration and a
lack of a designated
champion for
promotions and
interactive content.
Julie Foley
Second Street
Director of Affiliate
Success

112. VISUALIZE WINNING
News
Operations
Marketing
Audience Dev.
Sales

113. Before, we were
treating
promotions just
like every other
thing we did. We
didn’t have a
strategy.
Peter Newton
Chief Revenue Officer
GateHouse Media

114. You won’t get there unless
you leverage the talent you
have in every single
department in your
organization.
Rebecca Capparelli
Executive Director of Promotions
GateHouse Media

115. To date, we’ve
earned over
$120,000 from
promotions and our
success is a direct
result of our digital
promotions team.
James Blasco
Account Executive
Daytona Beach News Journal

116. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2. Establishes Goals & Creates a Plan
3.
4.
5.
6.
7.

117. We took a year off from
focusing on promotions
and instantly felt the pinch
as revenue dipped. We
saw the big opportunity. It
was time for us to take
advantage of that.
Peter Newton
Chief Revenue Officer
GateHouse Media

118. You don’t succeed
accidentally. Set a
goal that’s big
enough to matter.
Beth Mann
President & CEO
WKDZ-FM & WHVO-FM

119. Planning ahead is
key to your
success. Without
a plan, it’s easy
to stumble.
Kim Wildenmann
Digital Promotions & Contesting Manager
Scripps Company

120. Your team follows your
lead - If you don’t treat
promotions and
interactive content as a
priority, neither will
they.
Kent Oglesby
New Media Development Manager
KY3-TV

121. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3. Owns Relationships with Consumers Through Email
4.
5.
6.
7.

122. Engagement is the new
currency and artful
engagement is the gold
standard. If you’re not
working to grow your
email database, you’re
missing the boat.
Gordon Borrell
CEO
Borrell Associates

123. The more people you
have in your promotions
database, the more
people you can email,
and the more revenue
you can make.
Tim D’Avis
Director of Digital Products
Lee Enterprises

124. Our light bulb moment
was realizing that we
need a direct line of
communication with our
consumers, and email
was the conduit for that.
Tim D’Avis
Director of Digital Products
Lee Enterprises

125. You’ve got to prioritize your
audience database growth.
I imagine most of your
teams offer bonuses based
on revenue. But, how many
of you have a bonus tied to
database growth?
Tim Murphy
VIP Digital Strategy & Enterprise Platforms
Entercom Communications

126. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4. Builds & Leverages Consumer Profiles
5.
6.
7.

127. Advertisers are looking for
specifics - women, aged 25-45,
who prefer organic food, and
have children. And your media
company is going to have to
rise to the occasion and figure
out how to provide those
results.
Tim Murphy
VIP Digital Strategy & Enterprise Platforms
Entercom Communications

128. We need to be
thinking about the
audience first. Once
you’ve developed
an audience and
earned their trust,
revenue will follow.
Doug Villhard
President & Co-Founder
Second Street

129. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4.
5. Delivers Measurable Results to Clients
6.
7.

130. Advertisers are planning
to change where they’re
spending money. And
the time is ripe for
presenting digital ideas
to your clients.
Gordon Borrell
CEO
Borrell Associates

131. You want to be your
advertiser’s marketing
consultant. That starts by
treating the CNA as an
avenue to learn about your
client, without the goal of
selling to them.
Sara Droke
Director of Emerging Media
WPSD-TV

132. The huge success of our
Scariest Bathroom contest
led us to creating
lead-generating contests
for other home service
businesses (basements,
backyards, garages).
Matt Nystrom
VIP of Digital Media
Saga Communications

133. The advertiser was so
impressed with the
results, they’re tripling
their advertising
spend with us for next
year.
David Wittingler
Digital Sales Manager
Steamboat Pilot & Today

134. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4.
5.
6. Targets & Personalizes Content & Advertising
7.

135. The entire concept of
targeting has evolved. It
used to be enough to just
target by city and by station
format. That’s not enough
anymore. And your
advertisers deserve more.
Tim Murphy
VIP Digital Strategy & Enterprise Platforms
Entercom Communications

136. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1.
2.
3.
4.
5.
6.
7. Creates a Corporate Strategy

137. Going all in and
committing to a true
Audience Engagement
strategy makes all the
difference.
Peter Newton
Chief Revenue Officer
GateHouse Media

138. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration
2. Establishes Goals & Creates a Plan
3. Owns Relationships with Consumers Through Email
4. Builds & Leverages Consumer Profiles
5. Delivers Measurable Results to Clients
6. Targets & Personalizes Content & Advertising
7. Creates a Corporate Strategy

139. secondstreetlab.com