talknote: the rise of audiences as brand assets

AUDIENCE: THE FLIP-SIDE OF

CONTENT

MARKETING

APRIL 2014

JEFFREY K. ROHRS

VP, MARKETING INSIGHTS – SALESFORCE

@JKROHRS

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@JKROHRS #imbsummit

@JKROHRS #imbsummit

MATT FISH

@MELTBARGRILLED

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MATT GETS BRANDING

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BRANDS ARE ASSETS

MATT ALSO GETS AUDIENCE

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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

AUDIENCES ARE ASSETS

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EVERY COMPANY IS A MEDIA COMPANY

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ALL MARKETING IS NOW DIRECT

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WWW.AUDIENCEPRO.COM

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AUDIENCE

ASSUMPTION

DISORDER

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“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

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CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT

ARE DIFFERENT SIDES OF THE SAME COIN.

AUDIENCES ARE ASSETS

30 SECONDS = $4.5 MILLION

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$33 BILLION

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@JKROHRS

$19B USD

$545 BILLION

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AUDIENCES ARE ASSETS

<1990 1990s

Events

Direct Fax

Direct Mail

Telephone

1999 2000s 2015

TV

Radio

Print

Display

IM

Email

Events

Direct Fax

Direct Mail

Telephone

TV

Radio

Print

Display

Cable TV

Website

Search

Online Display

IM

Email

Events

Direct Fax

Direct Mail

Telephone

TV

Radio

Print

Display

Website

Search

Online Display

Paid 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/Line

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

Periscope/Meerkat

CHANNEL (R)EVOLUTION

EMAIL SUBSCRIBERS

ARE A BUSINESS ASSET

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SMS SUBSCRIBERS

ARE A BUSINESS ASSET

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YOUTUBE SUBSCRIBERS

ARE A BUSINESS ASSET

FACEBOOK FANS

ARE A BUSINESS ASSET

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TWITTER FOLLOWERS

ARE A BUSINESS ASSET

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INSTAGRAM FOLLOWERS

ARE A BUSINESS ASSET

PINTEREST FOLLOWERS

ARE A BUSINESS ASSET

LINE FANS ARE A BUSINESS ASSET

COMMUNITIES ARE

A BUSINESS ASSET

AUDIENCES ARE ASSETS

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CXOs LOVE ASSETS

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MOST C-SUITES DO NOT APPRECIATE THE

VALUE OF PROPRIETARY AUDIENCES

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MARKETING AS COST-CENTER

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MARKETING AS ASSET GENERATOR

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@JKROHRS

WE FOCUS ON CAMPAIGN-BASED ROI

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INSTEAD OF BIG-PICTURE VALUE

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

ASSET #imbsummit

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24.6M - 800,000 lost subscribers

- 3.2%

23.8M

$298.73

$64.53

- $234.20 loss in value

- 78.4%

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WHAT IF YOU REPORTED YOUR AUDIENCE

GROWTH & HEALTH TO INVESTORS?

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IS PROPRIETARY AUDIENCE

DEVELOPMENT ONE OF YOUR KEY

MARKETING OBJECTIVES?

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THE 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

THE 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

THE 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

NO AUDIENCE IS OWNED.

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PROPRIETARY AUDIENCES

ARE EXCLUSIVE

THEY ARE BUILT UPON

INDIVIDUAL PERMISSION

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PERMISSION CAN BE REVOKED

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SEEKERS

AMPLIFIERS

&JOINERS

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SEEKERS

BROWSERS

LISTENERS

READERS

SEARCHERS

SHOPPERS

VISITORS

VIEWERS

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information

entertainment

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@JKROHRS #imbsummit

AMPLIFIERS

ADVOCATES

ANALYSTS

COMMENTERS

CREATORS

INFLUENCERS

REPORTERS

REVIEWERS

SHARERS

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access

influence

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AUDIENCES WITH AUDIENCES

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JOINERS

SUBSCRIBERS

FANS

FOLLOWERS

CUSTOMERS

DINERS

DONORS

EMPLOYEES

PARTNERS

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convenience

utility

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93%

58%

12%

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SEEKERS

AMPLIFIERS

&JOINERS

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YOU MUST DIVERSIFY YOUR

AUDIENCE PORTFOLIO

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CHANNEL-DOMINANT PLAYERS

WITH EVER-SHIFTING RULES

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PROPRIETARY AUDIENCE

DEVELOPMENT IS NOW A CORE

MARKETING RESPONSIBILITY.

#imbsummit

THE 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

1. AUDIENCE SIZE

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SIZE IS RELATIVE

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@JKROHRS

2. AUDIENCE ENGAGEMENT

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ENGAGEMENT =

ATTENTION

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ENGAGEMENT =

ACTIONABLE DATA

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ENGAGEMENT =

VISIBILITY & DELIVERABILITY

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3. AUDIENCE VALUE

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VALUE = VALUE TO YOU

(OR YOUR CLIENTS)

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LCV: LIFETIME CUSTOMER VALUE

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THE 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

WHAT YOU MUST UNDERSTAND IS THAT MY VOICE

COMES FROM THE ENERGY OF THE AUDIENCE. THE

BETTER THEY ARE, THE BETTER I GET.

-- Freddy Mercury

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THIS IS THE HYBRID

MARKETING ERA

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PAID MEDIA

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@JKROHRS FOSSIL FUEL

OWNED MEDIA

RENEWABLE ENERGY

EARNED MEDIA

@JKROHRS

KINETIC ENERGY

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THE HYBRID MARKETING

ENERGY GENERATION

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WE

MUST

DEMAND

MORE

FROM

OUR

PAID &

OWNED

MEDIA

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MOMENTS MATTER!

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@JKROHRS

MOMENT MAKERS

CONNECTIVITY MOBILE

SOCIAL DATA

CONNECTIVITY

SOCIAL DATA

BILLION eMarketer Dec 2013

SOCIAL DATA

BILLION ABI Research 2013 BILLION eMarketer Dec 2013

DATA

BILLION ABI Research 2013 BILLION eMarketer Dec 2013

% Pew Research Sept

2013

BILLION ABI Research 2013 BILLION eMarketer Dec 2013

% Pew Research Sept 2013

7% 1% IDC May 2014

34%

CONNECTIVITY MOBILE

SOCIAL DATA

MOMENT MAKERS

MAKE THE

SALE

BUILD YOUR

AUDIENCE

INCREASE BRAND

LOYALTY

OPTIMIZE KNOWN MOMENTS

UNCOVER HIDDEN MOMENTS

CREATE

NEW MOMENTS

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OPTIMIZE KNOWN MOMENTS

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A moment that transforms fans into stars…

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…and storytellers

…and brands into memes.

A moment that yields 15K+ email subscribers per week ($450K value/wk)

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A RESPONSIVE,

PERSONAL

MOMENT

• <30 seconds opt-in

to receipt

• 18% CTR boost

• 11-15% revenue lift

on design

• 12-18% rev lift on

personalization

@JKROHRS

200K+ Entries in 60s

5.4M Hashtag Uses

2.6B TW Impressions

+211K TW Followers 12x Web Traffic

A moment that transforms passive viewers into active amplifiers.

@JKROHRS

OPTIMIZE KNOWN MOMENTS

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UNCOVER HIDDEN MOMENTS

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@JKROHRS #imbsummit

A moment that generates “Super” sales and a proprietary audience.

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$35 Online Sale Transformed

into $800 In-Store Upsell

A moment to connect, serve & upsell.

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@JKROHRS

A moment to network, increase reach & build an audience of business travelers.

UNCOVER HIDDEN MOMENTS

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CREATE

NEW MOMENTS

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@JKROHRS

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A moment to steal the sale & increase customer loyalty.

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A moment to build loyalty, good will & a $5.7B economic impact

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A moment to provide real-time inventory, increase sales, boost customer sat. & uncover new product opportunities.

CONNECTIVITY MOBILE

SOCIAL DATA

MOMENT MAKERS

OPTIMIZE KNOWN MOMENTS

UNCOVER HIDDEN MOMENTS

CREATE

NEW MOMENTS

#imbsummit

MAKE THE

SALE

BUILD YOUR

AUDIENCE

INCREASE BRAND

LOYALTY

THE HYBRID MARKETING

ENERGY GENERATION

@JKROHRS #imbsummit

THE 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

@JKROHRS #imbsummit

#imbsummit

24.6M

23.8M

62.3M

#imbsummit

THE 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

THE 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

ABBA: ALWAYS BE

BUILDING AUDIENCES

#imbsummit

WWW.AUDIENCEPRO.COM

JEFFREY K. ROHRS

VP, MARKETING INSIGHTS – SALESFORCE

@JKROHRS

#imbsummit

AUDIENCE: THE FLIP-SIDE OF

CONTENT

MARKETING

APRIL 2014