Getting Proprietary Audiences to R-A-I-S-E your Content

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This presentation is used for MBA Social Media modules on the subject of audience development. Discussed concepts includes ways to get your audience to Reach, Advocate, Influence, Subscribe to and …

This presentation is used for MBA Social Media modules on the subject of audience development. Discussed concepts includes ways to get your audience to Reach, Advocate, Influence, Subscribe to and Engage with your content.

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  • 1. GettingProprietaryAudiencestoR-A-I-S-EYourContent Dr. Jim Barry May 2014 Building, Engaging & Nurturing Audiences with Social Content & Email
  • 2. © 2014 Social Content Marketing  Do NOT distribute Slide 2 GettingProprietaryAudiencesto R-A-I-S-E Your Content “…Smart developers and marketers are building proprietary audiences across email, mobile, social, and other web- based channels in order to generate ‘attention on demand.’ In so doing, they're reducing their dependence on paid media and turning audiences into assets for their companies…” - Jeffrey K. Rohrs (Author of Audience)
  • 3. © 2014 Social Content Marketing  Do NOT distribute Slide 3 GettingProprietaryAudiencesto R-A-I-S-E Your Content REACH ADVOCATE INFLUENCE SUBSCRIBE ENGAGE Getting Audiences to R-A-I-S-E Your Content
  • 4. © 2014 Social Content Marketing  Do NOT distribute Slide 4 GettingProprietaryAudiencesto REACH Your Content REACH SEEKERS* will Reach Your Content if Relevant • Browsers • Listeners • Prospects • Readers • Searchers • Shoppers • Viewers • Visitors * Source: Jeffrey Rohrs, Author of Audience
  • 5. © 2014 Social Content Marketing  Do NOT distribute Slide 5 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO
  • 6. © 2014 Social Content Marketing  Do NOT distribute Slide 6 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO
  • 7. © 2014 Social Content Marketing  Do NOT distribute Slide 7 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO Slideshare Slideshare YouTube
  • 8. © 2014 Social Content Marketing  Do NOT distribute Slide 8 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO • Content Publishing Platforms • Social Content LinkedIn
  • 9. © 2014 Social Content Marketing  Do NOT distribute Slide 9 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO • Content Publishing Platforms • Social Content • Syndicated Content Savvy Feedly Klout
  • 10. © 2014 Social Content Marketing  Do NOT distribute Slide 10 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO • Content Publishing Sites • Social Content • Syndicated Content • Content Discovery Engines StumbleUpon/Paid Discovery
  • 11. © 2014 Social Content Marketing  Do NOT distribute Slide 11 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Blog & Website SEO • Content Publishing Platforms • White Hat Inbound Links
  • 12. © 2014 Social Content Marketing  Do NOT distribute Slide 12 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • White Hat Inbound Links • Validations • Product usage • Recipes • Concepts
  • 13. © 2014 Social Content Marketing  Do NOT distribute Slide 13 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • White Hat Inbound Links • Validations • Research Results
  • 14. © 2014 Social Content Marketing  Do NOT distribute Slide 14 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • White Hat Inbound Links • Validations • Research Results • Breaking News
  • 15. © 2014 Social Content Marketing  Do NOT distribute Slide 15 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • White Hat Inbound Links • Validations • Research Results • Breaking News • Useful Resources • Embedded Video
  • 16. © 2014 Social Content Marketing  Do NOT distribute Slide 16 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • White Hat Inbound Links • Validations • Research Results • Breaking News • Useful Resources • Embedded Video • Infographic
  • 17. © 2014 Social Content Marketing  Do NOT distribute Slide 17 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • White Hat Inbound Links • Validations • Research Results • Breaking News • Useful Resources • Embedded Video • Infographic • Incorporate "Tweet This" Links
  • 18. © 2014 Social Content Marketing  Do NOT distribute Slide 18 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Blog & Website SEO • Content Publishing Platforms • White Hat Inbound Links • Podcast Listeners • Only 225K audio podcasts vs. 450M blogs • 97M drive alone for avg. 27 min./day • Captive audience in gym, airplane, car and outdoors • Niche audience with voice-based trust building
  • 19. © 2014 Social Content Marketing  Do NOT distribute Slide 19 GettingProprietaryAudiencesto REACH Your Content
  • 20. © 2014 Social Content Marketing  Do NOT distribute Slide 20 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Blog & Website SEO • Content Publishing Platforms • White Hat Inbound Links • Podcast Listeners • Hashtags D
  • 21. © 2014 Social Content Marketing  Do NOT distribute Slide 21 GettingProprietaryAudiencesto REACH Your Content Getting Seekers to REACH Your Content • Content SEO • Content Publishing Platforms • White Hat Inbound Links • Podcast Listeners • Hashtags • Ad Retargeting Image Source: Retargeter.com http://bit.ly/1oLEH0Q
  • 22. © 2014 Social Content Marketing  Do NOT distribute Slide 22 GettingProprietaryAudiencesto REACH Your Content Content SEO Content Publishing Platforms White Hat Inbound Links Podcast Listeners Hashtags Ad Retargeting
  • 23. © 2014 Social Content Marketing  Do NOT distribute Slide 23 GettingProprietaryAudiencesto REACH Your Content AMPLIFIERS* will Share Their Audiences if You Let Them be Heard • Advocates • Influencers • Analysts • Commenters • Creators • Reporters • Reviewers • Sharers * Source: Jeffrey Rohrs, Author of Audience REACH ADVOCATE Getting Audiences to R-A-I-S-E Your Content
  • 24. © 2014 Social Content Marketing  Do NOT distribute Slide 24 Getting Audiences to INFLUENCE Source: Forrester Research
  • 25. © 2014 Social Content Marketing  Do NOT distribute Slide 25 GettingProprietaryAudiencestoADVOCATEYourContent “…Social power belongs to employees, and is loaned to brands while they work there...” - Jay Baer, ExactTarget
  • 26. © 2014 Social Content Marketing  Do NOT distribute Slide 26 Why EMPLOYEE ADVOCACY is Required • People respond to other people, not your logo • Human Trust Magnet • 92% Americans trust recommendations from family & friends • 47% trust ads from companies GettingProprietaryAudiencestoADVOCATEYourContent
  • 27. © 2014 Social Content Marketing  Do NOT distribute Slide 27 Why EMPLOYEE ADVOCACY is Required • Human Amplification Engine • Avg. user has 338 FB friends and 208 Twitter followers • 98% of Millennials are more likely to engage w/friend’s post than brand post “…Organizational social media literacy is fast becoming a source of competitive advantage...” - Citrix, McKinsey, 2013 • 58% of certified employees at Dell engage in social media weekly on behalf of Dell • Employees share 6x more Dell information on their personal accounts than on company accounts Dell Facts GettingProprietaryAudiencestoADVOCATEYourContent
  • 28. © 2014 Social Content Marketing  Do NOT distribute Slide 28 Requirements for Employee Social ADVOCACY • Corporate culture rooted in trust • Use guidelines to encourage participation • Enable employees to participate socially in the style of their choosing • Use bi-directional content sharing GettingProprietaryAudiencestoADVOCATEYourContent
  • 29. © 2014 Social Content Marketing  Do NOT distribute Slide 29 GettingProprietaryAudiencestoADVOCATEYourContent Employee Advocacy Software Platforms
  • 30. © 2014 Social Content Marketing  Do NOT distribute Slide 30 Requirements for Employee Social ADVOCACY • Create metrics for advocacy BEFORE your begin • Need a champion and coaches • Need coaches do reassurance Hotlines IBM went from 9% to 75% when coached • Show advocates their participation matters GettingProprietaryAudiencestoADVOCATEYourContent
  • 31. © 2014 Social Content Marketing  Do NOT distribute Slide 31 Source: Forrester Research GettingProprietaryAudiencestoADVOCATEYourContent
  • 32. © 2014 Social Content Marketing  Do NOT distribute Slide 32 Requirements for Brand AMBASSADORS • Need a compelling story • Must tell a story worth telling to be a brand worth sharing • Determines how well customer tells your story GettingProprietaryAudiencestoADVOCATEYourContent
  • 33. © 2014 Social Content Marketing  Do NOT distribute Slide 33 GettingProprietaryAudiencestoADVOCATEYourContent Requirements for Brand AMBASSADORS • Need a compelling story • Find a property to own • Coca-Cola. Open happiness • P&G. Change that matters • Starbucks. Shared Planet • Nike. Better world • IBM. Smarter Planet • Unilever. Sustainable living
  • 34. © 2014 Social Content Marketing  Do NOT distribute Slide 34 GettingProprietaryAudiencestoADVOCATEYourContent
  • 35. © 2014 Social Content Marketing  Do NOT distribute Slide 35 GettingProprietaryAudiencestoADVOCATEYourContent Requirements for Brand AMBASSADORS • Need a compelling story • Find a property to own • Celebrate your customer – don’t be a celebrity
  • 36. © 2014 Social Content Marketing  Do NOT distribute Slide 36 GettingProprietaryAudiencestoADVOCATEYourContent Requirements for Brand AMBASSADORS • Need a compelling story • Find a property to own • Celebrate your customer • Align your story with good works • CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation
  • 37. © 2014 Social Content Marketing  Do NOT distribute Slide 37 GettingProprietaryAudiencestoADVOCATEYourContent
  • 38. © 2014 Social Content Marketing  Do NOT distribute Slide 38 GettingProprietaryAudiencestoADVOCATEYourContent Requirements for Brand AMBASSADORS • Need a compelling story • Find a property to own • Celebrate your customer • Align your story with good works • Leading the conversation around you’re your owned property (benefit) Antibiotic Free Ingredients
  • 39. © 2014 Social Content Marketing  Do NOT distribute Slide 39 REACH ADVOCATE INFLUENCE Getting Audiences to R-A-I-S-E Your Content GettingProprietaryAudiencestoINFLUENCEYourContent
  • 40. © 2014 Social Content Marketing  Do NOT distribute Slide 40 INFLUENCING Communities • Have high quality networks • Can extend your social reach • Can validate your own reputation GettingProprietaryAudiencestoINFLUENCEYourContent
  • 41. © 2014 Social Content Marketing  Do NOT distribute Slide 41 INFLUENCERS • Pundit, blogger, celebrity, speaker • Reach is key • Circumstantial loyalty • Incentives often required DifferencesBetween ADVOCATES and INFLUENCERS ADVOCATES • Employee (or customer) • Passion is key • Persistent loyalty • Incentives typically not required
  • 42. © 2014 Social Content Marketing  Do NOT distribute Slide 42 Why Influencers • 85% of consumers seek out trusted expert content when considering a purchase • Expert over branded content • 88% lift in brand familiarity • 50% lift in brand affinity • 38% lift in purchase intent GettingProprietaryAudiencestoINFLUENCEYourContent
  • 43. © 2014 Social Content Marketing  Do NOT distribute Slide 43 Getting Audiences to INFLUENCE Building an Active Community of Influencers • Finding the right influencers
  • 44. © 2014 Social Content Marketing  Do NOT distribute Slide 44 Getting Audiences to INFLUENCE
  • 45. © 2014 Social Content Marketing  Do NOT distribute Slide 45 The Top 50 People DigitalMarketers Retweet Most 1. Jay Baer – @jaybaer 2. Vala Afshar – @ValaAfshar 3. Chris Brogan – @chrisbrogan 4. Jeremiah Owyang – @jowyang 5. Lee Odden – @leeodden 6. Guy Kawasaki – @GuyKawasaki 7. Brian Solis – @briansolis 8. Ann Handley @MarketingProfs 9. Danny Sullivan – @dannysullivan 10. Darren Rovell – @darrenrovell 11. Mark Johnson – @MJohnsonLoyalty 12. R Ray Wang – @rwang0 13. Sean Gardner – @2morrowknight 14. Richard Branson – @richardbranson 15. Maria Popova – @brainpicker 16. Mark W Schafer – @markwschaefer 17. Amber Naslund – @AmberCadabra 18. Jeff Bullas – @jeffbullas 19. Glen Gilmore – @GlenGilmore 20. Mari Smith – @MariSmith 21. Shelly Kramer – @ShellyKramer 22. Michael Brenner – @BrennerMichael 23. Barack Obama – @BarackObama 24. Rainn Wilson – @rainnwilson 25. Neil Tyson Degrasse – @neiltyson 26. Anil Dash – @anildash 27. Anthony DeRosa – @AntDeRosa 28. Ann Tran – @AnnTran_ 29. Bruce Van Horn – @BruceVH 30. Nick Bilton – @nickbilton 31. Peter Shankman – @petershankman 32. Mark Ragan – @MarkRaganCEO 33. Dan Primack – @danprimack 34. Brian Fanzo – @iSocial_Fanz 35. Mack Collier – @MackCollier 36. Tim Siedel – @badbanana 37. Ted Rubin – @TedRubin 38. Chris Voss – @CHRISVOSS 39. Gerry Moran – @GerryMoran 40. Brian Morrissey – @bmorrissey 41. Heidi Cohen – @heidicohen 42. Lolly Daskal – @LollyDaskal 43. Stephen Colbert – @StephenAtHome 44. Magic Johnson – @MagicJohnson 45. George Takei – @GeorgeTakei 46. Ariana Huffington – @ariannahuff 47. Marc Andreessen- @pmarca 48. Elon Musk – @elonmusk 49. Kim Garst – @kimgarst 50. Gary Vaynerchuk – @garyvee
  • 46. © 2014 Social Content Marketing  Do NOT distribute Slide 46 Getting Audiences to INFLUENCE
  • 47. © 2014 Social Content Marketing  Do NOT distribute Slide 47 Getting Audiences to INFLUENCE Building an Active Community of Influencers • Finding the right influencers • Understanding your influencer ecosystem
  • 48. © 2014 Social Content Marketing  Do NOT distribute Slide 48 Getting Audiences to INFLUENCE Building an Active Community of Influencers • Finding the right influencers • Understanding your influencer ecosystem • Engaging with influencers
  • 49. © 2014 Social Content Marketing  Do NOT distribute Slide 49 Getting Audiences to INFLUENCE Building an Active Community of Influencers • Finding the right influencers • Understanding your influencer ecosystem • Engaging with influencers • Romancing influencers with gifts for their audiences
  • 50. © 2014 Social Content Marketing  Do NOT distribute Slide 50 Getting Audiences to INFLUENCE Encouraging Influencers with Co-created Content • Guest blogging • Podcasting • Tips from Pros • Short interviews with industry thought leaders “…Co-creating content can help you increase your content’s exposure, grow out your social following and increase your brand’s influence.…” - Lee Odden (TopRank, Author of Optimize)
  • 51. © 2014 Social Content Marketing  Do NOT distribute Slide 51 GettingProprietaryAudiencestoINFLUENCEYourContent
  • 52. © 2014 Social Content Marketing  Do NOT distribute Slide 52 Using Klout to Measure Influence
  • 53. © 2014 Social Content Marketing  Do NOT distribute Slide 53 GettingProprietaryAudiencestoSUBSCRIBEtoYourContent REACH ADVOCATE INFLUENCE SUBSCRIBE Getting Audiences to R-A-I-S-E Your Content SUBSCRIBED • Email • Mobile Apps • SMS • Podcasts
  • 54. © 2014 Social Content Marketing  Do NOT distribute Slide 54 Getting Audiences to SUBSCRIBE SUBSCRIBING Communities • Open the door for LEAD NURTURING • See VALUABLE content as worthy of opt-in • Enable PROPRIETART AUDIENCE development
  • 55. © 2014 Social Content Marketing  Do NOT distribute Slide 55 GettingProprietaryAudiencesto R-A-I-S-E Your Content REGENERATING Audiences • Expect omni-channel presence • Multiply & sustain themselves • Thrive on RELEVANT content “…As long as your audience’s changing needs are met with content that speaks to them on the channels where they prefer to receive it, your audience growth efforts will always prosper…” - Jeff Rohrs (ExactTarget & Author of Audience)
  • 56. © 2014 Social Content Marketing  Do NOT distribute Slide 56 Email as the Bedrock Audience “…You will lose up to 30% of subscribers each year due to email attrition. To grow your business, you need to feed the top of the funnel with list-building tactics.…” - Marketo
  • 57. © 2014 Social Content Marketing  Do NOT distribute Slide 57 AudienceREGENERATIONAcrossSocialContent,Email&Mobile
  • 58. © 2014 Social Content Marketing  Do NOT distribute Slide 58 Email is the Bedrock Audience • Key to proprietary audience • Safe haven response to Facebook debacle Email as the Bedrock Audience
  • 59. © 2014 Social Content Marketing  Do NOT distribute Slide 59 Email is the Bedrock Audience • Owned asset • Key to MoFu* lead nurturing when RELEVENT “…Email list is the energy of your business. It’s where fans and leads become paying customers…” - Amy Porterfield * Middle of the sales funnel (MoFu) Email as the Bedrock Audience
  • 60. © 2014 Social Content Marketing  Do NOT distribute Slide 60 Realtors Property Managers Real Estate Investors • Operational Efficiency • Budgeting • Auditing • Community Development Send the Right People the Right Message  Create segment categories divided by interests Accountant Selling to Residential Property Managers Email for Lead Nurturing: The Case of RE-MMAP
  • 61. © 2014 Social Content Marketing  Do NOT distribute Slide 61 Email for Lead Nurturing: The Case of RE-MMAP Send the Right People the Right Message  Create segment categories divided by interests  Map out content plan specific to each niche interest Property Management Niche for Real Estate Accountant
  • 62. © 2014 Social Content Marketing  Do NOT distribute Slide 62 Email for Lead Nurturing: The Case of RE-MMAP Source: MarketingProfs 2014 B2B Content Marketing Trends Content items selected by RE-MMAP
  • 63. © 2014 Social Content Marketing  Do NOT distribute Slide 63 Awareness of Problem Information Gathering Evaluation of Alternatives Deciding Tips on Surviving the South Florida Condo Meltdown Guidelines for Generating Revenue beyond Rents & Dues Download Spreadsheet App for Calculating HOA Special Assessments Using Special Assessments and Credit Lines in Lieu of Annual Due Increases Email for Lead Nurturing: The Case of RE-MMAP Realtors Property Managers Real Estate Investors • Operational Efficiency • Budgeting • Auditing • Community Development Map Content to Buying Cycle
  • 64. © 2014 Social Content Marketing  Do NOT distribute Slide 64 Email for Lead Nurturing: The Case of RE-MMAP Awareness of Problem Information Gathering Evaluation of Alternatives Deciding Tips on Surviving the South Florida Condo Meltdown Guidelines for Generating Revenue beyond Rents & Dues Download Spreadsheet App for Calculating HOA Special Assessments Using Special Assessments and Credit Lines in Lieu of Annual Due Increases When tracked & mapped, email allows precise timing of content relevant to buying cycle Awareness of Problem Information Gathering Evaluation of Alternatives Deciding
  • 65. © 2014 Social Content Marketing  Do NOT distribute Slide 65 Create a framework for natural nurturing (case of real estate accounting in S. Florida) • Select a persona (e.g., property managers seeking cash relief in S. Florida condo complexes) • Choose a problem-to-solution (e.g., county ruling restricts HOA reserves when budgets are tight) Email for Lead Nurturing: The Case of RE-MMAP
  • 66. © 2014 Social Content Marketing  Do NOT distribute Slide 66 • Use closely related content Awareness of Problem Information Gathering Evaluation of Alternatives Deciding Recent County Legislation Impacting HOA Reserve Accounts Guidelines for Reducing HOA Budget Overruns How One Property Mgmt. Firm Used Credit to Avoid HOA Fee Increases HOA Finances: Tips for Handling Your Reserve Account • Industry setbacks • Economic pressures • Health & environment OR • Contest • Awards • Events Email for Lead Nurturing: The Case of RE-MMAP Problem Solution
  • 67. © 2014 Social Content Marketing  Do NOT distribute Slide 67 Feb 10 Prospect reaches web site through search query “property management software” views four pages and subscribes to newsletter March 10 Prospect responds to email invitation for webinar 30 minutes after email is sent March 21 Prospect attends webcast, stays 45 minutes and submits a question related to collecting on delinquent tenants March 18 Prospect downloads podcasted v-blog on balancing annual budgets April 1 Prospect submits request for free consultation following download of case study • Prospect is a property manager • Is highly interested in the topic with some sense of urgency (e.g., fast response to email, webcast activity, etc.) • Has a high level of interest in the accounting services • Is late in the buying cycle Email for Lead Nurturing: The Case of RE-MMAP
  • 68. © 2014 Social Content Marketing  Do NOT distribute Slide 68 AudienceREGENERATIONAcrossSocialContent,Email&Mobile Email is the Bedrock Audience • Owned asset • Key to MoFu lead nurturing • Largest channel 0 500 1000 1500 2000 2500 3000 3500 4000 Email Facebook Twitter Google+ LinkedIn Instagram Pinterest MILLIONS Active Users
  • 69. © 2014 Social Content Marketing  Do NOT distribute Slide 69 AudienceREGENERATIONAcrossSocialContent,Email&Mobile Email is the Bedrock Audience • Owned asset • Key to MoFu lead nurturing • Largest channel • Channel is direct, easily measurable & instantly activated
  • 70. © 2014 Social Content Marketing  Do NOT distribute Slide 70 GettingProprietaryAudiencesto ENGAGE YourContent REACH ADVOCATE INFLUENCE SUBSCRIBE ENGAGE Getting Audiences to R-A-I-S-E Your Content
  • 71. © 2014 Social Content Marketing  Do NOT distribute Slide 71 • Recognized – have their voices counted for the winning answer, best photo, etc. • Edu-tained – be educated on a passionate topic in a funny or otherwise entertaining way GettingProprietaryAudiencesto ENGAGE YourContent
  • 72. © 2014 Social Content Marketing  Do NOT distribute Slide 72 • First – be the first one who shares some breaking news to our friends • Encouraged – be inspired and motivated by success stories, quotes and speakers GettingProprietaryAudiencesto ENGAGE YourContent
  • 73. © 2014 Social Content Marketing  Do NOT distribute Slide 73 • Relational – be involved regularly with a community of similar interests • Rewarded – be given exclusive privileges, discounts, coupons or deals for our time GettingProprietaryAudiencesto ENGAGE YourContent
  • 74. © 2014 Social Content Marketing  Do NOT distribute Slide 74 • Embraced – be discovered and accepted by our peers • Dazzled – be impressed or amazed with extraordinary achievements or events in our field GettingProprietaryAudiencesto ENGAGE YourContent
  • 75. © 2014 Social Content Marketing  Do NOT distribute Slide 75 “…People RISE to the conversation you create around them…” - Simon Mainwaring GettingProprietaryAudiencesto R-A-I-S-E Your Content