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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
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
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
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
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
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
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
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
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

From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business

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

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