Friday, August 11, 2017 from 9:00 AM to 4:30 PM EDT
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South Carolina Press Association Offices 
106 Outlet Pointe Blvd.
Columbia, SC 29210

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Jen Madden 
South Carolina Press Association 



































Driving digital revenue with Facebook 
Full-day Bootcamp on selling Facebook advertising with expert Shannon Kinney

Does your newspaper want to leverage Facebook and other social media sites to generate revenue? Don’t know how to get started or want to make sure you’re following best practices? SCPA can help!

Make plans now to join us at SCPA Offices on August 11 from 9 a.m. until 4:30 p.m. for a meaningful, intensive day of training on driving digital revenue with Facebook and more with Dream Local Digital’s founder and Client Success Officer Shannon Kinney! Here’s what Shannon will cover:

  • Industry trends: 
    • Why is social media important to publishers?
    • What are Facebook, Google, and other online pure plays taking out of the local ad market?
    • What is the opportunity?
    • What Media Companies are Doing (best practices of other markets large and small, and what they're doing, this will also include broadcast which print can learn from)
  • Capturing Opportunity 
    • What does it look like if/when a media company chooses to pursue?
    • Growing your own audience with social media to drive traffic and readership through posting, Facebook Live
    • Monetizing your own audience on Facebook
    • Leveraging your (and garnering more) first party data (about your readers) through promotions, custom audiences and more
    • Branded Content on social media
    • Selling Social Media Management - how to compete and win your market
    • Selling Social Media Advertising and the ROI it can drive for your advertisers
  • The Business Model | Part 1 
    • How and where do we make money? Is it worth it?
    • How do we charge? Price? Package?
  • Working lunch - discussion and questions

  • Where is the Opportunity for Advertisers? 
    • Basics of audience, opportunity for advertisers on all social media channels, with particular focus on Facebook
    • How to drive ROI for your customers and create long-term recurring revenue
    • What do I sell?
  • How to sell 
    • What your sellers face and how to sell more of EVERYTHING in today's landscape
    • Statistics and tactics to increase your closing ratios of everything, particularly digital
    • How to sell social media management, advertising
    • What skills and abilities do I need on my team? What sales structure? Compensation?
  • Now what? The Business Model | Part 2
    • What resources do we need for our content teams? Sales teams? Fulfillment?
    • Options for fulfillment in house, outsource, tool suites
    • How do I make money again? What you should expect
    • What NOT to do, and how to win learning from other's failures and best practices

This event is open only to SCPA members and will be catered specifically toward SCPA’s daily and weekly newspaper members – large and small – so regardless of your newspaper’s size, frequency or resources, you’ll walk away with practical skills. 

Thanks to sponsorship from the SCPA Foundation Smoak Fund, the cost to attend is only $65, which includes a boxed lunch. We can’t begin to tell you what a steal this training is, typically costing $400 or more!

The deadline to register is August 1, but we highly encourage you to sign up now if you want to attend. To make the most of our time with Shannon, this session is limited to 30 attendees. If you’d like to guarantee a spot, sign up today! 

Meet the Trainer: Shannon Kinney
Founder, Client Success Officer
Dream Local Digital

Shannon has over 20 years of experience in the development of successful Internet products, online sales and marketing strategies. She has worked on the teams developing successful Internet bra nds such as,, and over 60 online media properties for newspapers all over the U.S. and Canada. Prior to that, she spent over 10 years in media sales and sales management in Maine. She is an experienced speaker, trainer, advisor and consultant, and has worked with small and large companies alike, and has served more than 40,000 small businesses in online marketing workshops. She has been recognized as a Woman to Watch by Maine Biz, and as a Local Digital Innovator by the Local Media Association.