audience: the flip-side of content marketing by jeffrey k. rohrs

AUDIENCE:THE FLIP-SIDE OF

CONTENT MARKETING

OCTOBER 2014

JEFFREY K. ROHRSVP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD

@JKROHRS

@JKROHRS

@JKROHRS

@JKROHRS

“CONTENT MARKETING IS A MARKETING TECHNIQUE OF CREATING & DISTRIBUTING RELEVANT & VALUABLE CONTENT TO ATTRACT, ACQUIRE & ENGAGE A CLEARLY DEFINED & UNDERSTOOD TARGET AUDIENCE WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.” -- @JOEPULIZZI

@JKROHRS

CONTENT MARKETING &PROPRIETARY AUDIENCE DEVELOPMENT

ARE DIFFERENT SIDES OF THE SAME COIN.

GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE, AND OF ACTION OVER A LONG PERIOD OF TIME.

-- @Springsteen

MATT FISH@MELTBARGRILLED

@JKROHRS

@JKROHRS

@JKROHRS

@JKROHRS

MATT GETS AUDIENCE

@JKROHRS

AUDIENCEASSUMPTIONDISORDER

@JKROHRS

AUDIENCES ARE ASSETS

30 SECONDS$4.0-$4.5 MILLION

@JKROHRS

@JKROHRS

$30 BILLION

@JKROHRS

$19B USD

$545 BILLION

@JKROHRS

AUDIENCES AREASSETS

EMAIL SUBSCRIBERS ARE A BUSINESS ASSET

@JKROHRS

SMS SUBSCRIBERS ARE A BUSINESS ASSET

@JKROHRS

YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET

FACEBOOK FANSARE A BUSINESS ASSET

@JKROHRS

TWITTER FOLLOWERSARE A BUSINESS ASSET

@JKROHRS

INSTAGRAM FOLLOWERSARE A BUSINESS ASSET

PINTEREST FOLLOWERSARE A BUSINESS ASSET

COMMUNITIES AREA BUSINESS ASSET

AUDIENCES AREASSETS

CXOs LOVE ASSETS

THE VALUE OFPROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES

MARKETING AS COST-CENTER

@JKROHRS

MARKETING AS ASSET MANAGEMENT

@JKROHRS

@JKROHRSWE FOCUS ON CAMPAIGN-BASED ROI

INSTEAD OF BIG-PICTURE VALUE

1,000,000 x $30.00$30,000,000.00

ASSET

@JKROHRS

@JKROHRS

24.6M- 800,000- 3.2%

23.8M

$298.73

$64.53

- $234.20- 78.4%

WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS?

IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING

OBJECTIVE OR AN AFTERTHOUGHT?

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

@JKROHRS

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

@JKROHRS

NO AUDIENCE IS OWNED.

@JKROHRS

PROPRIETARY AUDIENCESARE EXCLUSIVE

THEY ARE BUILT UPONINDIVIDUAL PERMISSION

PERMISSION CAN BE REVOKED

PROPRIETARY AUDIENCEDEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.

SEEKERSAMPLIFIERS&JOINERS

@JKROHRS

SEEKERSBROWSERSLISTENERSREADERS

SEARCHERSSHOPPERSVISITORSVIEWERS

informationentertainment

@JKROHRS

@JKROHRS

@JKROHRS

AMPLIFIERSADVOCATESANALYSTS

COMMENTERSCREATORS

INFLUENCERSREPORTERSREVIEWERSSHARERS

accessinfluence

AUDIENCES WITH AUDIENCES

JOINERSSUBSCRIBERS

FANSFOLLOWERS

CUSTOMERSDINERSDONORS

EMPLOYEESPARTNERS

convenienceutility

93%

58%

12%

SEEKERSAMPLIFIERS&JOINERS

YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO

CHANNEL-DOMINANT PLAYERSWITH EVER-SHIFTING RULES

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

@JKROHRS

THIS IS THE HYBRID MARKETING ERA

PAID MEDIA

@JKROHRSFOSSIL FUEL

OWNED MEDIA

RENEWABLE ENERGY

EARNED MEDIA

@JKROHRS

KINETIC ENERGY

THE HYBRID MARKETING ENERGY GENERATION

ALL MARKETING IS NOW DIRECT

@JKROHRS

MOMENTS MATTER!

@JKROHRS

@esurance•200K+ entries in 60s•5.4M hashtag uses•2.6B TW impressions•+211K TW Followers•12x web traffic

WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

@JKROHRS

WE NEED MORE THAN CONTENT MANAGERS

WE NEED MORE THAN EMAIL MANAGERS

WE NEED MORE THAN COMMUNITY MANAGERS

@JKROHRS

WE NEED ASSET MANAGERS

@JKROHRS

WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT

ABBA: ALWAYS BEBUILDING AUDIENCES

1. AUDIENCE SIZE

@JKROHRS

SIZE IS RELATIVE

@JKROHRS

SIZE ALSO MEANSACTIONABLE DATA

2. AUDIENCE ENGAGEMENT

ENGAGEMENT =ATTENTION

<1990 1990s

EventsDirect FaxDirect MailTelephone

1999 2000s 2014TVRadioPrintDisplay

IMEmailEventsDirect FaxDirect MailTelephone

TVRadioPrintDisplayCable TVWebsiteSearchOnline Display

IMEmailEvents Direct FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web

SnapChat/WeChatApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsIn-Game AdvertisingWidgetsTwitterMobile AppsGeolocationPinterestVine

CHANNEL (R)EVOLUTION

SETH HERZOG

WARM UP THE AUDIENCE

ENGAGEMENT EQUALSDELIVERABILITY

@JKROHRS

@JKROHRS

ENGAGEMENT EQUALS

VISIBILITY

ENGAGEMENT EQUALSUSAGE

@JKROHRS

3. AUDIENCE VALUE

VALUE = VALUE TO YOU(OR YOUR CLIENTS)

LCV: LIFETIME CUSTOMER VALUE

NEV:NET EQUIVALENCY VALUE

CIV:COMPARATIVE INCENTIVE VALUE

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

@JKROHRS

@JKROHRS

24.6M

23.8M

33.42M

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

NAME YOUR DIRECTOR OF AUDIENCE DEVELOPMENT

AUDIT CONSUMER TOUCHPOINTS

UN-SILO MARKETING

“EFFECTIVE MARKETINGNOW STANDS ON YOUR AUDIENCE’S SHOULDERS.”

- @LIEBLINK & @JOWYANG

WWW.AUDIENCEPRO.COM@AUDIENCEPRO

JEFFREY K. ROHRSVP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD

@JKROHRS

AUDIENCE:THE FLIP-SIDE OF

CONTENT MARKETING

OCTOBER 2014

THE AUDIENCE IS NOT BROUGHT TO YOU OR GIVENTO YOU; IT'S SOMETHING THAT YOU FIGHT FOR. YOU CAN FORGET THAT, ESPECIALLY IF YOU'VE HAD SOME SUCCESS.

-- @Springsteen