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SocialNewsDesk Helps KATV Win 100% of Local Advertiser’s Spring Buy

Selling social media sponsorships to local advertisers is becoming big business for SocialNewsDesk clients. eMarketer estimates social network ad spending will climb 43% in 2012 to $3.63 Billion. And local advertisers will make up one-third of that spending by 2016 according to BIA/Kelsey. Knowing this, KATV (DMA-56 Little Rock, AR) looked to SocialNewsDesk to help its sales team turn Facebook into a money-maker.

The SocialNewsDesk Difference

casestudy-katv1The SocialNewsDesk Simple Entry Contest Facebook App presented an ideal way for KATV to simultaneously increase their Facebook Fans, promote their broadcast and present a creative social-advertising opportunity to a local retailer. The SND team helped KATV conceptualize the contest and provided consultation and training every step of the way.

Defining a Social Media Package

KATV’s goal was to earn 100% of Tedder Outdoor Power Equipment’s spring ad buy worth $15,000. KATV created a proposal which included TV advertising as well as a Facebook Contest package. The package included a 10 day run of the SocialNewsDesk Simple Entry Contest on KATV’s main Facebook page with custom contest graphics and a series of on-air mentions of the contest before and after. SocialNewsDesk made it simple to explain this opportunity to the advertiser by providing examples which KATV could showcase.

casestudy-katv2Putting it to Work

Tedder Outdoor Power Equipment was thrilled with KATV’s out of the box approach and committed their full $15,000 spring advertising budget to KATV. Tedder also donated a $3,600 lawn mower as the prize for the contest which KATV called the “Father Mows Best Tedder Giveaway.” Working with SocialNewsDesk, it took less than an hour to get the contest online. Since all of SocialNewsDesk’s contest applications for Facebook are Fan-gated to increase ‘likes’, everyone who entered had to ‘like’ KATV’s Fan Page resulting in an increase of more than 3,000 Fans in just 10 days.

Winning Results

casestudy-katv3KATV ran the “Father Mows Best Tedder Giveaway” contest powered by SocialNewsDesk on its Facebook Page for 10 days in May, 2012. The Application was viewed 18,525 times and as a result, KATV’s Timeline views more than doubled. KATV received more than 15,000 entries into the contest. Using the options presented in the SocialNewsDesk application, KATV chose to collect name, city, phone number and date of birth from all entrants. This made it easy to choose and contact a winner. KATV announced the winner during a live broadcast of their morning news which featured an interview with the owner of Tedder Outdoor Power Equipment and a live lawn mower race between the anchors. KATV Director of Sales, John Rafferty called it a huge success: “SocialNewsDesk gave us a unique opportunity to garner 100% of a local advertiser’s business with a creative social media package. The lawn mower race was great because it helped us during May Sweeps. But most importantly the campaign let our advertiser make a strong connection with potential customers!”

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