The metrics of audience: Size,
engagement, and value
JEFFREY ROHRS
EXACTTARGET
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9...
THE METRICS OF
AUDIENCE
@JKROHRS > JEFFREY K. ROHRS < @AUDIENCEPRO
@JKROHRS@JKROHRS
@JKROHRS
24.6M - 800,000
- 3.2%
23.8M
$298.73
$64.53
- $234.20
- 78.4%
THE AUDIENCE IS NOT BROUGHT TO YOU OR
GIVEN TO YOU; IT'S SOMETHING THAT YOU FIGHT FOR.
YOU CAN FORGET THAT, ESPECIALLY IF
...
GETTING AN AUDIENCE IS HARD. SUSTAINING
AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY
OF THOUGHT, OF PURPOSE, AND OF ACTIO...
AUDIENCES ARE
ASSETS
@JKROHRS
30 SECONDS
$4.0-$4.5 MILLION
@JKROHRS
@JKROHRS
VIEWERS +21%
CPM +72%
2004-2013
200 BILLION
DOLLARS
@JKROHRS
THE COST OF ATTENTION
IS ONLY GOING UP
“WELL, DUH.”
- @JaseDuckman
THE VALUE OF
PROPRIETARY AUDIENCES IS
NOT APPRECIATED
BY MOST C-SUITES
MARKETING AS INVESTMENT
@JKROHRS
MARKETING AS COST-CENTER
@JKROHRS
@JKROHRS
WE COMMUNICATE PERFORMANCE, NOT VALUE
@JKROHRS
@JKROHRS
WE FOCUS ON CAMPAIGN-BASED ROI
INSTEAD OF BIG-PICTURE VALUE
1,000,000
x $30.00
$30,000,000.00
ASSET
IS PROPRIETARY AUDIENCE
DEVELOPMENT A KEY MARKETING
OBJECTIVE OR AN AFTERTHOUGHT?
@JKROHRS
AUDIENCE
ASSUMPTION
DISORDER
@JKROHRS
AUDIENCES ARE
ASSETS
EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS
YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET
SMS SUBSCRIBERS
ARE A BUSINESS ASSET
FACEBOOK FANS
ARE A BUSINESS ASSET
@JKROHRS
TWITTER FOLLOWERS
ARE A BUSINESS ASSET
@JKROHRS
INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET
PINTEREST FOLLOWERS
ARE A BUSINESS ASSET
WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS
WE NEED ASSET MANAGERS
@JKROHRS
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZ...
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZ...
NO AUDIENCE IS OWNED.
@JKROHRS
AUDIENCE SOVEREIGNITY
AUDIENCES CAN
BE PROPREITARY
@JKROHRS
PROPRIETARY AUDIENCES
ARE EXCLUSIVE
THEY ARE BUILT UPON
INDIVIDUAL PERMISSION
PERMISSION
CAN BE REVOKED
ABBA: ALWAYS BE
BUILDING AUDIENCES
AUDIENCE
Marketing in the Age of
Subscribers,Fans & Followers
@JKROHRS
VISUAL STORYTELLING
THE AUDIENCE OF MANY
THE AUDIENCE OF ONE
PROPRIETARY AUDIENCE
DEVELOPMENT IS NOW A CORE
MARKETING RESPONSIBILITY.
1. SEEKERS
BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS
@JKROHRS
information
entertainment
2. AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS
@JKROHRS
AUDIENCES WITH AUDIENCES
access
influence
3. JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
CUSTOMERS
DINERS
DONORS
EMPLOYEES
PARTNERS
@JKROHRS
convenience
utility
SEEKERS
AMPLIFIERS
&JOINERS
@JKROHRS
YOU MUST DIVERSIFY YOUR
AUDIENCE PORTFOLIO
@JKROHRS
CHANNEL-DOMINANT PLAYERS
WITH EVER-SHIFTING RULES
@JKROHRS
THE 90% CONUNDRUM
@JKROHRS
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZ...
1. AUDIENCE SIZE
@JKROHRS
SIZE IS RELATIVE
SIZE IS MORE THAN A NUMBER
SIZE ALSO MEANS
ACTIONABLE DATA
@JKROHRS
2. AUDIENCE ENGAGEMENT
ENGAGEMENT =
ATTENTION
@JKROHRS
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2013
TV
Radio
Print
Display
IM
Email
Events
Direct Fax
Dire...
PRIMING THE PUMP
SETH HERZOG
DON BARRIS
EDDIE BRILL
WARM UP THE AUDIENCE
ENGAGEMENT EQUALS
DELIVERABILITY
@JKROHRS
@JKROHRS
ENGAGEMENT EQUALS
VISIBILITY
ENGAGEMENT
EQUALS
USAGE
@JKROHRS
3. AUDIENCE VALUE
VALUE = VALUE TO YOU
LCV:
LIFETIME CUSTOMER VALUE
LIV:
LIFETIME INCREMENTAL VALUE
NEV:
NET EQUIVALENCY VALUE
CIV:
COMPARATIVE INCENTIVE VALUE
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZ...
“EFFECTIVE MARKETING
NOW STANDS ON YOUR
AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG
24.6M
23.8M
31.1M+7.3M
+30.67%
+$281.03
+494.16%
WHO IS YOUR DIRECTOR OF
AUDIENCE DEVELOPMENT?
WWW.AUDIENCEPRO.COM
@AUDIENCEPRO
@JKROHRS
THE METRICS OF
AUDIENCE
SOCIALMEDIA.ORG SUMMIT – MONDAY, DEC. 9, 2013
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
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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.

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

Published in: Social Media, Business

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

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