AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING презентация

Содержание

JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD @JKROHRS

Слайд 1AUDIENCE:
THE FLIP-SIDE OF
CONTENT
MARKETING
OCTOBER 2014

Слайд 2JEFFREY K. ROHRS
VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS

Слайд 3@JKROHRS

Слайд 4@JKROHRS

Слайд 5@JKROHRS

Слайд 7“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

Слайд 12@JKROHRS

Слайд 13CONTENT MARKETING &
PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME

COIN.

Слайд 15GETTING 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

Слайд 16MATT FISH
@MELTBARGRILLED

Слайд 17@JKROHRS

Слайд 18@JKROHRS

Слайд 19@JKROHRS

Слайд 22@JKROHRS

Слайд 23MATT GETS AUDIENCE
@JKROHRS

Слайд 24AUDIENCE
ASSUMPTION
DISORDER
@JKROHRS

Слайд 25AUDIENCES ARE ASSETS

Слайд 2630 SECONDS
$4.0-$4.5 MILLION
@JKROHRS

Слайд 27@JKROHRS
$30 BILLION

Слайд 28@JKROHRS
$19B USD

Слайд 29
$545 BILLION
@JKROHRS

Слайд 30AUDIENCES ARE
ASSETS

Слайд 31EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS

Слайд 32SMS SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS

Слайд 33YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET

Слайд 34FACEBOOK FANS
ARE A BUSINESS ASSET
@JKROHRS

Слайд 35TWITTER FOLLOWERS
ARE A BUSINESS ASSET
@JKROHRS

Слайд 36INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET

Слайд 37PINTEREST FOLLOWERS
ARE A BUSINESS ASSET

Слайд 38COMMUNITIES ARE
A BUSINESS ASSET

Слайд 39AUDIENCES ARE
ASSETS

Слайд 40
CXOs LOVE ASSETS

Слайд 41THE VALUE OF
PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES

Слайд 42MARKETING AS COST-CENTER
@JKROHRS

Слайд 43MARKETING AS ASSET MANAGEMENT
@JKROHRS

Слайд 44@JKROHRS
WE FOCUS ON CAMPAIGN-BASED ROI

Слайд 45INSTEAD OF BIG-PICTURE VALUE

Слайд 461,000,000
x $30.00
$30,000,000.00
ASSET

Слайд 47@JKROHRS

Слайд 48@JKROHRS

Слайд 4924.6M
- 800,000
- 3.2%
23.8M

Слайд 50$298.73
$64.53
- $234.20
- 78.4%

Слайд 51WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS?

Слайд 52IS PROPRIETARY AUDIENCE
DEVELOPMENT A KEY MARKETING OBJECTIVE OR AN AFTERTHOUGHT?


Слайд 53THE AUDIENCE
IMPERATIVE
USE 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.

Слайд 54THE AUDIENCE
IMPERATIVE
USE 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

Слайд 55THE AUDIENCE
IMPERATIVE
USE 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

Слайд 56NO AUDIENCE IS OWNED.
@JKROHRS

Слайд 57PROPRIETARY AUDIENCES
ARE EXCLUSIVE

Слайд 58THEY ARE BUILT UPON
INDIVIDUAL PERMISSION

Слайд 59PERMISSION
CAN BE REVOKED

Слайд 60PROPRIETARY AUDIENCE
DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.

Слайд 61SEEKERS
AMPLIFIERS
&JOINERS
@JKROHRS

Слайд 62SEEKERS
BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS

Слайд 63information
entertainment



Слайд 65@JKROHRS

Слайд 66@JKROHRS

Слайд 67@JKROHRS

Слайд 68AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS

Слайд 69access
influence



Слайд 70AUDIENCES WITH AUDIENCES

Слайд 71JOINERS
SUBSCRIBERS
FANS
FOLLOWERS

CUSTOMERS
DINERS
DONORS
EMPLOYEES
PARTNERS

Слайд 72convenience
utility



Слайд 7393%
58%
12%

Слайд 75SEEKERS
AMPLIFIERS
&JOINERS

Слайд 76YOU MUST DIVERSIFY YOUR
AUDIENCE PORTFOLIO

Слайд 77CHANNEL-DOMINANT PLAYERS
WITH EVER-SHIFTING RULES

Слайд 78THE AUDIENCE
IMPERATIVE
USE 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

Слайд 79THIS IS THE HYBRID
MARKETING ERA

Слайд 80PAID MEDIA

Слайд 81@JKROHRS
FOSSIL FUEL

Слайд 82OWNED MEDIA

Слайд 83RENEWABLE ENERGY

Слайд 84EARNED MEDIA

Слайд 85@JKROHRS
KINETIC ENERGY

Слайд 86THE HYBRID MARKETING ENERGY GENERATION

Слайд 87ALL MARKETING IS NOW DIRECT
@JKROHRS

Слайд 88MOMENTS MATTER!

Слайд 94@JKROHRS

Слайд 95
@esurance
200K+ entries in 60s
5.4M hashtag uses
2.6B TW impressions
+211K TW Followers
12x web

traffic

Слайд 101
WE
MUST DEMAND MORE
FROM
OUR
PAID & OWNED MEDIA


Слайд 102THE AUDIENCE
IMPERATIVE
USE 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

Слайд 103WE NEED MORE THAN CONTENT MANAGERS

Слайд 104WE NEED MORE THAN EMAIL MANAGERS

Слайд 105WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS

Слайд 106WE NEED ASSET MANAGERS
@JKROHRS

Слайд 107WE NEED DIRECTORS OF
AUDIENCE DEVELOPMENT

Слайд 108ABBA: ALWAYS BE
BUILDING AUDIENCES

Слайд 1091. AUDIENCE SIZE
@JKROHRS

Слайд 110SIZE IS RELATIVE

Слайд 112@JKROHRS

Слайд 115SIZE ALSO MEANS
ACTIONABLE DATA

Слайд 1162. AUDIENCE ENGAGEMENT

Слайд 117ENGAGEMENT =
ATTENTION

Слайд 118

Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing

Mobile Email
SMS
IM
Email
Events
Direct Fax
Direct Mail
Telephone

TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web

SnapChat/WeChat
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Email
Direct Fax
Direct Mail
Telephone

TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs/ RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
In-Game Advertising
Widgets
Twitter
Mobile Apps
Geolocation
Pinterest
Vine

CHANNEL (R)EVOLUTION


Слайд 119SETH HERZOG

Слайд 121WARM UP THE AUDIENCE

Слайд 122ENGAGEMENT EQUALS
DELIVERABILITY
@JKROHRS

Слайд 123@JKROHRS

Слайд 124ENGAGEMENT EQUALS
VISIBILITY

Слайд 126ENGAGEMENT
EQUALS
USAGE
@JKROHRS

Слайд 1283. AUDIENCE VALUE

Слайд 129VALUE = VALUE TO YOU
(OR YOUR CLIENTS)

Слайд 132LCV:
LIFETIME CUSTOMER VALUE

Слайд 133NEV:
NET EQUIVALENCY VALUE

Слайд 134CIV:
COMPARATIVE INCENTIVE VALUE

Слайд 135THE AUDIENCE
IMPERATIVE
USE 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

Слайд 137@JKROHRS

Слайд 13824.6M
23.8M
33.42M

Слайд 140THE AUDIENCE
IMPERATIVE
USE 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.

Слайд 141NAME YOUR DIRECTOR OF
AUDIENCE DEVELOPMENT

Слайд 142AUDIT CONSUMER TOUCHPOINTS

Слайд 143UN-SILO MARKETING

Слайд 144“EFFECTIVE MARKETING
NOW STANDS ON YOUR AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG

Слайд 145WWW.AUDIENCEPRO.COM
@AUDIENCEPRO

Слайд 146JEFFREY K. ROHRS
VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS

Слайд 147AUDIENCE:
THE FLIP-SIDE OF
CONTENT
MARKETING
OCTOBER 2014

Слайд 148THE AUDIENCE IS NOT BROUGHT TO YOU OR GIVEN
TO YOU; IT'S

SOMETHING THAT YOU FIGHT FOR.
YOU CAN FORGET THAT, ESPECIALLY IF YOU'VE HAD SOME SUCCESS.
-- @Springsteen

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