From Likes to Leads
How to Find, Grow, and Convert New Audiences
Christopher S. Penn, VP Marketing Technology, SHIFT Commu...
The Life of a Marketer
Audience
Leads
Sales
Evangelists
Audience
Leads
Sales
Evangelists

Marketing
Audience
Leads
Sales
Evangelists

Marketing
Sales
Audience
Leads

Marketing

Sales

Sales

Evangelists

Service
The Marketer’s Dilemma
Where does NEW

Audience
Leads
Sales
Evangelists

come from?
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
Redefining Media
Owned
Earned

Paid
Media
Owned

We are awesome!
Media
We paid to say we are awesome!
Paid
Media
Earned

They said we are awesome!
Media
Owned
ü 
ü 
ü 
ü 

Blog
Website
House email list
Social media accounts
Media
Paid
ü 
ü 
ü 
ü 
ü 

Advertisements
Paid content
Syndication
Sponsored social
Sponsored email
Media
Earned

ü 
ü 
ü 
ü 
ü 
ü 

Editorial placements
Bylines
Re-Tweets
Re-shares
News stories
Earned email
Where is shared?
‘Shared media’does not
exist.
shiftcomm.com/df13
Shared is intangible
Shared is a behavior
Owned
Earned
Paid
Shared is a behavior

Earned
Paid
Shared is a behavior

Earned
Shared is a behavior
Sharing transforms every
form of media into earned
media.
shiftcomm.com/df13
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.
shiftcomm.com/df13
What can you do?
Voting

Engagement

Sharing
3 Core Behaviors
Voting

Engagement

ü 
ü 
ü 
ü 
ü 

Like
+1
Favorite
Pin to Top
Endorse

Sharing
3 Core Behaviors
Voting

ü  Like
ü  +1
ü  Favorite
ü  Pin to Top
ü  Endorse

Engagement

ü  Comment
ü  Reply
ü  En...
3 Core Behaviors
Voting

ü  Like
ü  +1
ü  Favorite
ü  Pin to Top
ü  Endorse

Engagement

ü  Comment
ü  Reply
ü  En...
You want these core behaviors
Voting

ü  Like
ü  +1
ü  Favorite
ü  Pin to Top
ü  Endorse

Engagement

ü  Comment
ü ...
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.
shiftcomm.com/df13
How do we get these behaviors?
Voting

ü 
ü 
ü 
ü 
ü 

Like
+1
Favorite
Pin to Top
Endorse

Engagement

ü 
ü 
ü 
ü...
The Earned Media Hub Strategy
Owned

Creative

Content

Research

Earned
Paid

Message
Preparation
Do you have the right tools and methods?
Research
Do you have guidelines for your brand?
Research

Message
What’s been done, and what’s your spin?
Creative

Research

Message
What content will you create? What formats?
Creative

Research

Content

Message
Do you have access to earned media outlets that matter?
Creative

Research

Content

Message

Earned
Do you have all your owned media outlets ready to go?
Owned

Creative

Research

Content

Message

Earned
Do you have budget and targets?
Owned

Creative

Research

Content

Message

Earned
Paid
Case Study Walkthrough
What people and machines like

Relevance

Content

Timeliness
What will get our behaviors?

Research
What’s been done?

Research
Research

Message

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.
shiftcomm.com/df13
Creative

Research
Message
Creative

Research

Message
Creative

Research

Content

Message
The 3L rule of great content:
laugh, learn, love it, or else it’s
bad content.
shiftcomm.com/df13
Creative

Research

Owned
Content

Message

Earned
Paid
Owned
Owned
Earned
Earned
Paid
Paid
Paid
Paid
Where it breaks
Creative

Research

Owned
Content

Earned
Paid

Message

These are not silos.
Measuring the results
Did we get these core behaviors?
Voting

ü 
ü 
ü 
ü 
ü 

Like
+1
Favorite
Pin to Top
Endorse

Engagement

ü 
ü 
ü ...
Did we get more

Audience
This is how we get more

Audience
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.
shiftcomm.com/df13
Search, social, and media
are converging rapidly. Plan
accordingly.
shiftcomm.com/df13
Focus less on stuff, more on
what you want people to do
with your stuff.
shiftcomm.com/df13
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
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 Business

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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 Business

  1. 1. 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
  2. 2. The Life of a Marketer Audience Leads Sales Evangelists
  3. 3. Audience Leads Sales Evangelists Marketing
  4. 4. Audience Leads Sales Evangelists Marketing Sales
  5. 5. Audience Leads Marketing Sales Sales Evangelists Service
  6. 6. The Marketer’s Dilemma
  7. 7. Where does NEW Audience Leads Sales Evangelists come from?
  8. 8. Audience Leads Sales Evangelists Media and PR Marketing Sales Service
  9. 9. In the old days...
  10. 10. New media broke media models
  11. 11. We must treat everyone like the media because everyone is the media. shiftcomm.com/df13
  12. 12. Redefining Media Owned Earned Paid
  13. 13. Media Owned We are awesome!
  14. 14. Media We paid to say we are awesome! Paid
  15. 15. Media Earned They said we are awesome!
  16. 16. Media Owned ü  ü  ü  ü  Blog Website House email list Social media accounts
  17. 17. Media Paid ü  ü  ü  ü  ü  Advertisements Paid content Syndication Sponsored social Sponsored email
  18. 18. Media Earned ü  ü  ü  ü  ü  ü  Editorial placements Bylines Re-Tweets Re-shares News stories Earned email
  19. 19. Where is shared?
  20. 20. ‘Shared media’does not exist. shiftcomm.com/df13
  21. 21. Shared is intangible
  22. 22. Shared is a behavior Owned Earned Paid
  23. 23. Shared is a behavior Earned Paid
  24. 24. Shared is a behavior Earned
  25. 25. Shared is a behavior
  26. 26. Sharing transforms every form of media into earned media. shiftcomm.com/df13
  27. 27. Shared is not the only behavior
  28. 28. Shared is not the only behavior
  29. 29. Shared is not the only behavior
  30. 30. Media is defined not by what it is, but what we do with it. shiftcomm.com/df13
  31. 31. What can you do? Voting Engagement Sharing
  32. 32. 3 Core Behaviors Voting Engagement ü  ü  ü  ü  ü  Like +1 Favorite Pin to Top Endorse Sharing
  33. 33. 3 Core Behaviors Voting ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse Engagement ü  Comment ü  Reply ü  Engage ü  Click Sharing
  34. 34. 3 Core Behaviors Voting ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse Engagement ü  Comment ü  Reply ü  Engage ü  Click Sharing ü  Share ü  Forward ü  Retweet ü  Send ü  Email
  35. 35. You want these core behaviors Voting ü  Like ü  +1 ü  Favorite ü  Pin to Top ü  Endorse Engagement ü  Comment ü  Reply ü  Engage ü  Click Sharing ü  Share ü  Forward ü  Retweet ü  Send ü  Email
  36. 36. Why do they matter?
  37. 37. Audience building starts here
  38. 38. The stuff is worth less
  39. 39. What you do with stuff is worth more
  40. 40. What you do with stuff is worth more
  41. 41. Content that creates the behaviors we want also satisfies search engines. shiftcomm.com/df13
  42. 42. How do we get these behaviors? Voting ü  ü  ü  ü  ü  Like +1 Favorite Pin to Top Endorse Engagement ü  ü  ü  ü  Comment Reply Engage Click Sharing ü  ü  ü  ü  ü  Share Forward Retweet Send Email
  43. 43. The Earned Media Hub Strategy Owned Creative Content Research Earned Paid Message
  44. 44. Preparation
  45. 45. Do you have the right tools and methods? Research
  46. 46. Do you have guidelines for your brand? Research Message
  47. 47. What’s been done, and what’s your spin? Creative Research Message
  48. 48. What content will you create? What formats? Creative Research Content Message
  49. 49. Do you have access to earned media outlets that matter? Creative Research Content Message Earned
  50. 50. Do you have all your owned media outlets ready to go? Owned Creative Research Content Message Earned
  51. 51. Do you have budget and targets? Owned Creative Research Content Message Earned Paid
  52. 52. Case Study Walkthrough
  53. 53. What people and machines like Relevance Content Timeliness
  54. 54. What will get our behaviors? Research
  55. 55. What’s been done? Research
  56. 56. Research Message ü  Creative ü  Connected ü  Dedicated ü  Ballsy ü  Smart ü  Positive ü  Honorable
  57. 57. Values tell you what kinds of media and content you cannot create. shiftcomm.com/df13
  58. 58. Creative Research Message
  59. 59. Creative Research Message
  60. 60. Creative Research Content Message
  61. 61. The 3L rule of great content: laugh, learn, love it, or else it’s bad content. shiftcomm.com/df13
  62. 62. Creative Research Owned Content Message Earned Paid
  63. 63. Owned
  64. 64. Owned
  65. 65. Earned
  66. 66. Earned
  67. 67. Paid
  68. 68. Paid
  69. 69. Paid
  70. 70. Paid
  71. 71. Where it breaks Creative Research Owned Content Earned Paid Message These are not silos.
  72. 72. Measuring the results
  73. 73. Did we get these core behaviors? Voting ü  ü  ü  ü  ü  Like +1 Favorite Pin to Top Endorse Engagement ü  ü  ü  ü  Comment Reply Engage Click Sharing ü  ü  ü  ü  ü  Share Forward Retweet Send Email
  74. 74. Did we get more Audience
  75. 75. This is how we get more Audience
  76. 76. Audience Leads Sales Evangelists Marketing Sales Service
  77. 77. The gift that keeps giving
  78. 78. Earned, owned, and paid extend the life of your content and hard work. shiftcomm.com/df13
  79. 79. Search, social, and media are converging rapidly. Plan accordingly. shiftcomm.com/df13
  80. 80. Focus less on stuff, more on what you want people to do with your stuff. shiftcomm.com/df13

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