Nearly two-thirds (64%) of US Advertisers will increase their spending on paid advertising on social media sites in 2013 [Vizu 2013]. Like many news organizations, KVOA (DMA 70) was looking for a way to offer this opportunity to its own sponsors and cash-in on the social-media spending frenzy. The station turned to SocialNewsDesk to help set goals, define sponsorship opportunities and support the execution of a social-media sales plan.
If You Build It, They Will Come
The team at KVOA knew that the first step toward making money in social media is creating a valuable social space. As a TV station, they committed to a social media strategy and looked to SocialNewsDesk to help them execute that strategy. Using the tools provided by SND, KVOA set up best practice standards for posting and held the staff accountable. Soon, the KVOA Fan Page grew into the #2 highest Fan Count in the market with eyes set on becoming #1.
Making the Sale
KVOA made it easy on sponsors by creating a simple, easy-to-understand social media sponsorship package that was clearly defined. The package included naming rights for the KVOA Fan of the Day Facebook App on the KVOA Fan Page along with 3 clickable banner spots. It included the placement of a LIKE button for the sponsor’s own Fan Page inside the KVOA Fan of the Day App, and a daily Facebook Post promoting the contest and its sponsor. Also, each weekday, the sponsor received an on-air mention during Tucson Today when the news team revealed the winning Fan of the Day’s photo.
Quick and Easy
The SocialNewsDesk technology made it easy for KVOA to set up and deploy this sponsored contest. KVOA simply uploaded the banners and in less than 5 minutes, the Fan of the Day App was live on its Facebook Page! SocialNewsDesk automatically counted each time the banner was clicked and collected all user data in an easy-to-export spreadsheet. And the SND scheduling feature allowed KVOA to pre-write the promotional Facebook posts and schedule
The Fan of the Day segment has quickly become a staple for KVOA’s Tucson Today morning news. Because there’s a new Fan to celebrate each day, it’s a great opportunity for sponsors to purchase several months of the sponsorship. And at $650/month, this has become a strong recurring revenue stream for KVOA.