from likes to leads: how to find, build, and convert new audiences to grow your business
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From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your BusinessTRANSCRIPT
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.
shiftcomm.com/df13
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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