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AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING

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AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING OCTOBER 2014


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


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@JKROHRS


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@JKROHRS


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@JKROHRS


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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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@JKROHRS


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CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.


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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


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MATT FISH @MELTBARGRILLED


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@JKROHRS


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@JKROHRS


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@JKROHRS


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@JKROHRS


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MATT GETS AUDIENCE @JKROHRS


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AUDIENCE ASSUMPTION DISORDER @JKROHRS


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AUDIENCES ARE ASSETS


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30 SECONDS $4.0-$4.5 MILLION @JKROHRS


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@JKROHRS $30 BILLION


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@JKROHRS $19B USD


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$545 BILLION @JKROHRS


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AUDIENCES ARE ASSETS


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EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS


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SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS


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YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET


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FACEBOOK FANS ARE A BUSINESS ASSET @JKROHRS


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TWITTER FOLLOWERS ARE A BUSINESS ASSET @JKROHRS


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INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET


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PINTEREST FOLLOWERS ARE A BUSINESS ASSET


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COMMUNITIES ARE A BUSINESS ASSET


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AUDIENCES ARE ASSETS


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CXOs LOVE ASSETS


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


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MARKETING AS COST-CENTER @JKROHRS


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MARKETING AS ASSET MANAGEMENT @JKROHRS


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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


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@JKROHRS


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@JKROHRS


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24.6M - 800,000 - 3.2% 23.8M


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$298.73 $64.53 - $234.20 - 78.4%


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


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


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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.


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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


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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


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NO AUDIENCE IS OWNED. @JKROHRS


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PROPRIETARY AUDIENCES ARE EXCLUSIVE


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THEY ARE BUILT UPON INDIVIDUAL PERMISSION


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PERMISSION CAN BE REVOKED


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PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.


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SEEKERS AMPLIFIERS &JOINERS @JKROHRS


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SEEKERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS


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information entertainment


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@JKROHRS


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@JKROHRS


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@JKROHRS


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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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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


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THIS IS THE HYBRID MARKETING ERA


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PAID MEDIA


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@JKROHRS FOSSIL FUEL


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OWNED MEDIA


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RENEWABLE ENERGY


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EARNED MEDIA


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@JKROHRS KINETIC ENERGY


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THE HYBRID MARKETING ENERGY GENERATION


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ALL MARKETING IS NOW DIRECT @JKROHRS


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MOMENTS MATTER!


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@JKROHRS


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


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WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA


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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


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WE NEED MORE THAN CONTENT MANAGERS


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WE NEED MORE THAN EMAIL MANAGERS


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WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS


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WE NEED ASSET MANAGERS @JKROHRS


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WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT


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ABBA: ALWAYS BE BUILDING AUDIENCES


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1. AUDIENCE SIZE @JKROHRS


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SIZE IS RELATIVE


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@JKROHRS


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SIZE ALSO MEANS ACTIONABLE DATA


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2. AUDIENCE ENGAGEMENT


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ENGAGEMENT = ATTENTION


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<1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2014 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 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


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SETH HERZOG


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WARM UP THE AUDIENCE


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ENGAGEMENT EQUALS DELIVERABILITY @JKROHRS


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@JKROHRS


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ENGAGEMENT EQUALS VISIBILITY


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ENGAGEMENT EQUALS USAGE @JKROHRS


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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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NEV: NET EQUIVALENCY VALUE


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CIV: COMPARATIVE INCENTIVE 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


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@JKROHRS


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24.6M 23.8M 33.42M


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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.


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NAME YOUR DIRECTOR OF AUDIENCE DEVELOPMENT


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AUDIT CONSUMER TOUCHPOINTS


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UN-SILO MARKETING


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


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WWW.AUDIENCEPRO.COM @AUDIENCEPRO


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


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AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING OCTOBER 2014


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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


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