AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING презентация

Содержание

1. AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING
2. JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD @JKROHRS
3. @JKROHRS
4. @JKROHRS
5. @JKROHRS
7. “CONTENT MARKETING IS A MARKETING TECHNIQUE OF
12. @JKROHRS
13. CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.
15. GETTING AN AUDIENCE IS HARD. SUSTAINING
16. MATT FISH @MELTBARGRILLED
17. @JKROHRS
18. @JKROHRS
19. @JKROHRS
22. @JKROHRS
23. MATT GETS AUDIENCE @JKROHRS
24. AUDIENCE ASSUMPTION DISORDER @JKROHRS
25. AUDIENCES ARE ASSETS
26. 30 SECONDS $4.0-$4.5 MILLION @JKROHRS
27. @JKROHRS $30 BILLION
28. @JKROHRS $19B USD
29. $545 BILLION @JKROHRS
30. AUDIENCES ARE ASSETS
31. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS
32. SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS
33. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
34. FACEBOOK FANS ARE A BUSINESS ASSET @JKROHRS
35. TWITTER FOLLOWERS ARE A BUSINESS ASSET @JKROHRS
36. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
37. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
38. COMMUNITIES ARE A BUSINESS ASSET
39. AUDIENCES ARE ASSETS
40. CXOs LOVE ASSETS
41. THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
42. MARKETING AS COST-CENTER @JKROHRS
43. MARKETING AS ASSET MANAGEMENT @JKROHRS
44. @JKROHRS WE FOCUS ON CAMPAIGN-BASED ROI
45. INSTEAD OF BIG-PICTURE VALUE
46. 1,000,000 x $30.00 $30,000,000.00 ASSET
47. @JKROHRS
48. @JKROHRS
49. 24.6M - 800,000 - 3.2% 23.8M
50. $298.73 $64.53 - $234.20 - 78.4%
51. WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS?
52. IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING OBJECTIVE OR AN AFTERTHOUGHT?
53. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
54. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
55. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
56. NO AUDIENCE IS OWNED. @JKROHRS
57. PROPRIETARY AUDIENCES ARE EXCLUSIVE
58. THEY ARE BUILT UPON INDIVIDUAL PERMISSION
59. PERMISSION CAN BE REVOKED
60. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
61. SEEKERS AMPLIFIERS &JOINERS @JKROHRS
62. SEEKERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS
63. information entertainment
65. @JKROHRS
66. @JKROHRS
67. @JKROHRS
68. AMPLIFIERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS
69. access influence
70. AUDIENCES WITH AUDIENCES
71. JOINERS SUBSCRIBERS FANS FOLLOWERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS
72. convenience utility
73. 93% 58% 12%
75. SEEKERS AMPLIFIERS &JOINERS
76. YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO
77. CHANNEL-DOMINANT PLAYERS WITH EVER-SHIFTING RULES
78. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
79. THIS IS THE HYBRID MARKETING ERA
80. PAID MEDIA
81. @JKROHRS FOSSIL FUEL
82. OWNED MEDIA
83. RENEWABLE ENERGY
84. EARNED MEDIA
85. @JKROHRS KINETIC ENERGY
86. THE HYBRID MARKETING ENERGY GENERATION
87. ALL MARKETING IS NOW DIRECT @JKROHRS
88. MOMENTS MATTER!
94. @JKROHRS
95. @esurance 200K+ entries in 60s 5.4M
101. WE MUST DEMAND MORE
102. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
103. WE NEED MORE THAN CONTENT MANAGERS
104. WE NEED MORE THAN EMAIL MANAGERS
105. WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS
106. WE NEED ASSET MANAGERS @JKROHRS
107. WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT
108. ABBA: ALWAYS BE BUILDING AUDIENCES
109. 1. AUDIENCE SIZE @JKROHRS
110. SIZE IS RELATIVE
112. @JKROHRS
115. SIZE ALSO MEANS ACTIONABLE DATA
116. 2. AUDIENCE ENGAGEMENT
117. ENGAGEMENT = ATTENTION
119. SETH HERZOG
121. WARM UP THE AUDIENCE
122. ENGAGEMENT EQUALS DELIVERABILITY @JKROHRS
123. @JKROHRS
124. ENGAGEMENT EQUALS VISIBILITY
126. ENGAGEMENT EQUALS USAGE @JKROHRS
128. 3. AUDIENCE VALUE
129. VALUE = VALUE TO YOU (OR YOUR CLIENTS)
132. LCV: LIFETIME CUSTOMER VALUE
133. NEV: NET EQUIVALENCY VALUE
134. CIV: COMPARATIVE INCENTIVE VALUE
135. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
137. @JKROHRS
138. 24.6M 23.8M 33.42M
140. THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED
141. NAME YOUR DIRECTOR OF AUDIENCE DEVELOPMENT
142. AUDIT CONSUMER TOUCHPOINTS
143. UN-SILO MARKETING
144. “EFFECTIVE MARKETING NOW STANDS ON YOUR AUDIENCE’S SHOULDERS.” - @LIEBLINK & @JOWYANG
145. WWW.AUDIENCEPRO.COM @AUDIENCEPRO
146. JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD @JKROHRS
147. AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING OCTOBER 2014
148. THE AUDIENCE IS NOT BROUGHT TO YOU

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 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 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 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 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 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 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 81@JKROHRS
FOSSIL FUEL

Слайд 83RENEWABLE ENERGY

Слайд 85@JKROHRS
KINETIC ENERGY

Слайд 86THE HYBRID MARKETING ENERGY GENERATION

Слайд 87ALL MARKETING IS NOW DIRECT
@JKROHRS

Слайд 88MOMENTS MATTER!

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 115SIZE ALSO MEANS
ACTIONABLE DATA

Слайд 1162. AUDIENCE ENGAGEMENT

Слайд 117ENGAGEMENT =
ATTENTION

Слайд 118

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