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The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs

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In his Brands-Only Summit Measuring Pre-Conference keynote, ExactTarget's VP of Marketing Insights, Jeffrey Rohrs, explains why audiences are a valuable business asset. …

In his Brands-Only Summit Measuring Pre-Conference keynote, ExactTarget's VP of Marketing Insights, Jeffrey Rohrs, explains why audiences are a valuable business asset.

He shares ideas of proprietary audience development from his book, "AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers."

Published in: Social Media, Business
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  • 1. The metrics of audience: Size, engagement, and value JEFFREY ROHRS EXACTTARGET SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
  • 2. THE METRICS OF AUDIENCE @JKROHRS > JEFFREY K. ROHRS < @AUDIENCEPRO
  • 3. @JKROHRS@JKROHRS
  • 4. @JKROHRS
  • 5. 24.6M - 800,000 - 3.2% 23.8M
  • 6. $298.73 $64.53 - $234.20 - 78.4%
  • 7. 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
  • 8. 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
  • 9. AUDIENCES ARE ASSETS
  • 10. @JKROHRS
  • 11. 30 SECONDS $4.0-$4.5 MILLION @JKROHRS
  • 12. @JKROHRS VIEWERS +21% CPM +72% 2004-2013
  • 13. 200 BILLION DOLLARS @JKROHRS
  • 14. THE COST OF ATTENTION IS ONLY GOING UP
  • 15. “WELL, DUH.” - @JaseDuckman
  • 16. THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
  • 17. MARKETING AS INVESTMENT @JKROHRS
  • 18. MARKETING AS COST-CENTER @JKROHRS
  • 19. @JKROHRS WE COMMUNICATE PERFORMANCE, NOT VALUE @JKROHRS
  • 20. @JKROHRS WE FOCUS ON CAMPAIGN-BASED ROI
  • 21. INSTEAD OF BIG-PICTURE VALUE
  • 22. 1,000,000 x $30.00 $30,000,000.00 ASSET
  • 23. IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING OBJECTIVE OR AN AFTERTHOUGHT? @JKROHRS
  • 24. AUDIENCE ASSUMPTION DISORDER @JKROHRS
  • 25. AUDIENCES ARE ASSETS
  • 26. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS
  • 27. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
  • 28. SMS SUBSCRIBERS ARE A BUSINESS ASSET
  • 29. FACEBOOK FANS ARE A BUSINESS ASSET @JKROHRS
  • 30. TWITTER FOLLOWERS ARE A BUSINESS ASSET @JKROHRS
  • 31. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
  • 32. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
  • 33. WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS
  • 34. WE NEED ASSET MANAGERS @JKROHRS
  • 35. THE AUDIENCE IMPERATIVEUSE 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
  • 36. THE AUDIENCE IMPERATIVEUSE 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
  • 37. NO AUDIENCE IS OWNED. @JKROHRS
  • 38. AUDIENCE SOVEREIGNITY
  • 39. AUDIENCES CAN BE PROPREITARY @JKROHRS
  • 40. PROPRIETARY AUDIENCES ARE EXCLUSIVE
  • 41. THEY ARE BUILT UPON INDIVIDUAL PERMISSION
  • 42. PERMISSION CAN BE REVOKED
  • 43. ABBA: ALWAYS BE BUILDING AUDIENCES
  • 44. AUDIENCE Marketing in the Age of Subscribers,Fans & Followers @JKROHRS
  • 45. VISUAL STORYTELLING THE AUDIENCE OF MANY THE AUDIENCE OF ONE
  • 46. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
  • 47. 1. SEEKERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS @JKROHRS
  • 48. information entertainment
  • 49. 2. AMPLIFIERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS @JKROHRS
  • 50. AUDIENCES WITH AUDIENCES
  • 51. access influence
  • 52. 3. JOINERS SUBSCRIBERS FANS FOLLOWERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS @JKROHRS
  • 53. convenience utility
  • 54. SEEKERS AMPLIFIERS &JOINERS @JKROHRS
  • 55. YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO @JKROHRS
  • 56. CHANNEL-DOMINANT PLAYERS WITH EVER-SHIFTING RULES @JKROHRS
  • 57. THE 90% CONUNDRUM @JKROHRS
  • 58. THE AUDIENCE IMPERATIVEUSE 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
  • 59. 1. AUDIENCE SIZE @JKROHRS
  • 60. SIZE IS RELATIVE
  • 61. SIZE IS MORE THAN A NUMBER
  • 62. SIZE ALSO MEANS ACTIONABLE DATA
  • 63. @JKROHRS
  • 64. 2. AUDIENCE ENGAGEMENT
  • 65. ENGAGEMENT = ATTENTION @JKROHRS
  • 66. <1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2013 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/Poke 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 Widgets Twitter Mobile Apps Geolocation Pinterest Vine CHANNEL EXPLOSION
  • 67. PRIMING THE PUMP
  • 68. SETH HERZOG
  • 69. DON BARRIS
  • 70. EDDIE BRILL
  • 71. WARM UP THE AUDIENCE
  • 72. ENGAGEMENT EQUALS DELIVERABILITY @JKROHRS
  • 73. @JKROHRS
  • 74. ENGAGEMENT EQUALS VISIBILITY
  • 75. ENGAGEMENT EQUALS USAGE @JKROHRS
  • 76. 3. AUDIENCE VALUE
  • 77. VALUE = VALUE TO YOU
  • 78. LCV: LIFETIME CUSTOMER VALUE
  • 79. LIV: LIFETIME INCREMENTAL VALUE
  • 80. NEV: NET EQUIVALENCY VALUE
  • 81. CIV: COMPARATIVE INCENTIVE VALUE
  • 82. THE AUDIENCE IMPERATIVEUSE 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
  • 83. “EFFECTIVE MARKETING NOW STANDS ON YOUR AUDIENCE’S SHOULDERS.” - @LIEBLINK & @JOWYANG
  • 84. 24.6M 23.8M 31.1M+7.3M +30.67% +$281.03 +494.16%
  • 85. WHO IS YOUR DIRECTOR OF AUDIENCE DEVELOPMENT?
  • 86. WWW.AUDIENCEPRO.COM @AUDIENCEPRO @JKROHRS
  • 87. THE METRICS OF AUDIENCE SOCIALMEDIA.ORG SUMMIT – MONDAY, DEC. 9, 2013
  • 88. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS

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