from likes to leads: how to find, build, and convert new audiences to grow your business

From Likes to Leads How to Find, Grow, and Convert New Audiences

Christopher S. Penn, VP Marketing Technology, SHIFT Communications @cspenn | @shiftcomm Jennifer Burnham, Director, Social & Content MarketingSalesforce.com @jennydburnham | @salesforce

The Life of a Marketer Audience

Leads

Sales

Evangelists

Audience

Leads

Sales

Evangelists

Marketing

Audience

Leads

Sales

Evangelists

Marketing

Sales

Audience

Leads

Sales

Evangelists

Marketing

Sales

Service

The Marketer’s Dilemma

Where does NEW

come from? Audience

Leads

Sales

Evangelists

Audience

Leads

Sales

Evangelists

Media and PR

Marketing

Sales

Service

In the old days...

New media broke media models

We must treat everyone like the media because everyone is the media.

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Earned

Owned

Paid

Redefining Media

Media

We are awesome!

Owned

Media

We paid to say we are awesome!

Paid

Media

They said we are awesome! Earned

Media

ü  Blog ü  Website ü  House email list ü  Social media accounts

Owned

Media

ü  Advertisements ü  Paid content ü  Syndication ü  Sponsored social ü  Sponsored email

Paid

Media

ü  Editorial placements ü  Bylines ü  Re-Tweets ü  Re-shares ü  News stories ü  Earned email

Earned

Where is shared?

‘Shared media’does not exist.

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Shared is intangible

Shared is a behavior

Earned

Owned

Paid

Earned

Paid

Shared is a behavior

Earned

Shared is a behavior

Shared is a behavior

Sharing transforms every form of media into earned media.

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Shared is not the only behavior

Shared is not the only behavior

Shared is not the only behavior

Media is defined not by what it is, but what we do with it.

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What can you do?

Voting Engagement Sharing

3 Core Behaviors

ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse

Voting Engagement Sharing

ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse

ü  Comment ü  Reply ü  Engage ü  Click

Voting Engagement Sharing

3 Core Behaviors

ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse

ü  Comment ü  Reply ü  Engage ü  Click

ü  Share ü  Forward ü  Retweet ü  Send ü  Email

Voting Engagement Sharing

3 Core Behaviors

You want these core behaviors

ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse

ü  Comment ü  Reply ü  Engage ü  Click

ü  Share ü  Forward ü  Retweet ü  Send ü  Email

Voting Engagement Sharing

Why do they matter?

Audience building starts here

The stuff is worth less

What you do with stuff is worth more

What you do with stuff is worth more

Content that creates the behaviors we want also satisfies search engines.

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ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse

ü  Comment ü  Reply ü  Engage ü  Click

ü  Share ü  Forward ü  Retweet ü  Send ü  Email

How do we get these behaviors?

Voting Engagement Sharing

Owned

Paid

The Earned Media Hub Strategy

Earned

Creative

Content

Message

Research

Preparation

Research

Do you have the right tools and methods?

Message

Research

Do you have guidelines for your brand?

Creative

Message

Research

What’s been done, and what’s your spin?

Creative

Content

Message

Research

What content will you create? What formats?

Do you have access to earned media outlets that matter?

Earned

Creative

Content

Message

Research

Owned

Earned

Creative

Content

Message

Research

Do you have all your owned media outlets ready to go?

Owned

Paid

Earned

Creative

Content

Message

Research

Do you have budget and targets?

Case Study Walkthrough

What people and machines like

Relevance

Content

Timeliness

What will get our behaviors?

Research

What’s been done?

Research

Message

Research

ü  Creative ü  Connected ü  Dedicated ü  Ballsy ü  Smart ü  Positive ü  Honorable

Values tell you what kinds of media and content you cannot create.

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Creative

Message

Research

Creative

Message

Research

Creative

Content

Message

Research

The 3L rule of great content: laugh, learn, love it, or else it’s bad content.

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Owned

Paid

Earned

Creative

Content

Message

Research

Owned

Owned

Earned

Earned

Paid

Paid

Paid

Paid

Owned

Paid

Earned

Creative

Content

Message

Research

Where it breaks

These are not silos.

Measuring the results

Did we get these core behaviors?

ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse

ü  Comment ü  Reply ü  Engage ü  Click

ü  Share ü  Forward ü  Retweet ü  Send ü  Email

Voting Engagement Sharing

Audience

Did we get more

Audience

This is how we get more

Audience

Leads

Sales

Evangelists

Marketing

Sales

Service

The gift that keeps giving

Earned, owned, and paid extend the life of your content and hard work.

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Search, social, and media are converging rapidly. Plan accordingly.

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Focus less on stuff, more on what you want people to do with your stuff.

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