The document discusses how audiences are valuable assets for companies and should be treated as such. It emphasizes that companies need to focus on developing proprietary audiences through their content marketing, using paid, owned, and earned media to increase audience size, engagement, and value over the long term, not just for short term sales. Developing audiences requires taking a long term approach and treating audience growth and health as a core marketing responsibility on par with financial reporting.

1. AUDIENCE:
THE FLIP-SIDE OF
CONTENT
MARKETING
OCTOBER 2014

2. JEFFREY K. ROHRS
VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS

3. @JKROHRS

4. @JKROHRS

5. @JKROHRS

7. “CONTENT MARKETING IS A MARKETING
TECHNIQUE OF CREATING & DISTRIBUTING
RELEVANT & VALUABLE CONTENT
TO ATTRACT, ACQUIRE &
ENGAGE A CLEARLY
DEFINED & UNDERSTOOD
TARGET AUDIENCE
WITH THE OBJECTIVE OF
DRIVING PROFITABLE
CUSTOMER ACTION.”
-- @JOEPULIZZI

12. @JKROHRS

13. CONTENT MARKETING &
PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.

15. 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

16. MATT FISH
@MELTBARGRILLED

17. @JKROHRS

18. @JKROHRS

19. @JKROHRS

22. @JKROHRS

23. MATT GETS AUDIENCE
@JKROHRS

24. AUDIENCE
ASSUMPTION
DISORDER
@JKROHRS

25. AUDIENCES ARE ASSETS

26. 30 SECONDS
$4.0-$4.5 MILLION
@JKROHRS

27. @JKROHRS
$30 BILLION

28. @JKROHRS
$19B USD

29. $545 BILLION
@JKROHRS

30. AUDIENCES ARE
ASSETS

31. EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS

32. SMS SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS

33. YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET

34. FACEBOOK FANS
ARE A BUSINESS ASSET
@JKROHRS

35. TWITTER FOLLOWERS
ARE A BUSINESS ASSET
@JKROHRS

36. INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET

37. PINTEREST FOLLOWERS
ARE A BUSINESS ASSET

38. COMMUNITIES ARE
A BUSINESS ASSET

39. AUDIENCES ARE
ASSETS

40. CXOs LOVE ASSETS

41. THE VALUE OF
PROPRIETARY AUDIENCES IS NOT
APPRECIATED BY MOST C-SUITES

42. MARKETING AS COST-CENTER
@JKROHRS

43. MARKETING AS ASSET MANAGEMENT
@JKROHRS

44. WE FOCUS ON CAMPAIGN-BASED ROI
@JKROHRS

45. INSTEAD OF BIG-PICTURE VALUE

46. 1,000,000
x $30.00
$30,000,000.00
ASSET

47. @JKROHRS

48. @JKROHRS

49. 24.6M
- 800,000
- 3.2%
23.8M

50. $298.73
$64.53
- $234.20
- 78.4%

51. WHAT IF YOU REPORTED YOUR AUDIENCE
GROWTH & HEALTH TO INVESTORS?

52. IS PROPRIETARY AUDIENCE
DEVELOPMENT A KEY MARKETING
OBJECTIVE OR AN AFTERTHOUGHT?

53. THE AUDIENCE
IMPERATIVE
USE 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.

54. THE AUDIENCE
IMPERATIVE
USE 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

55. THE AUDIENCE
IMPERATIVE
USE 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

56. NO AUDIENCE IS OWNED.
@JKROHRS

57. PROPRIETARY AUDIENCES
ARE EXCLUSIVE

58. THEY ARE BUILT UPON
INDIVIDUAL PERMISSION

59. PERMISSION
CAN BE REVOKED

60. PROPRIETARY AUDIENCE
DEVELOPMENT IS NOW A CORE
MARKETING RESPONSIBILITY.

61. SEEKERS
AMPLIFIERS
&JOINERS
@JKROHRS

62. SEEKERS
BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS

63. information
entertainment

65. @JKROHRS

66. @JKROHRS

67. @JKROHRS

68. AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS

69. access
influence

70. AUDIENCES WITH AUDIENCES

71. JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
CUSTOMERS
DINERS
DONORS
EMPLOYEES
PARTNERS

72. convenience
utility

73. 93%
58%
12%

75. SEEKERS
AMPLIFIERS
&JOINERS

76. YOU MUST DIVERSIFY YOUR
AUDIENCE PORTFOLIO

77. CHANNEL-DOMINANT PLAYERS
WITH EVER-SHIFTING RULES

78. THE AUDIENCE
IMPERATIVE
USE 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

79. THIS IS THE HYBRID
MARKETING ERA

80. PAID MEDIA

81. @JKROHRS
FOSSIL FUEL

82. OWNED MEDIA

83. RENEWABLE ENERGY

84. EARNED MEDIA

85. KINETIC ENERGY
@JKROHRS

86. THE HYBRID MARKETING
ENERGY GENERATION

87. ALL MARKETING IS NOW DIRECT
@JKROHRS

88. MOMENTS MATTER!

94. @JKROHRS

95. @esurance
•200K+ entries in 60s
•5.4M hashtag uses
• 2.6B TW impressions
•+211K TW Followers
•12x web traffic

101. WE
MUST
DEMAND
MORE
FROM
OUR
PAID &
OWNED
MEDIA

102. THE AUDIENCE
IMPERATIVE
USE 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

103. WE NEED MORE THAN CONTENT MANAGERS

104. WE NEED MORE THAN EMAIL MANAGERS

105. WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS

106. WE NEED ASSET MANAGERS
@JKROHRS

107. WE NEED DIRECTORS OF
AUDIENCE DEVELOPMENT

108. ABBA: ALWAYS BE
BUILDING AUDIENCES

109. 1. AUDIENCE SIZE
@JKROHRS

110. SIZE IS RELATIVE

112. @JKROHRS

115. SIZE ALSO MEANS
ACTIONABLE DATA

116. 2. AUDIENCE ENGAGEMENT

117. ENGAGEMENT =
ATTENTION

118. Events
Direct Fax
Direct Mail
Telephone
<1990 1990s
1999 2000s 2014
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/WeChat
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
In-Game Advertising
Widgets
Twitter
Mobile Apps
Geolocation
Pinterest
Vine
CHANNEL (R)EVOLUTION

119. SETH HERZOG

121. WARM UP THE AUDIENCE

122. ENGAGEMENT EQUALS
DELIVERABILITY
@JKROHRS

123. @JKROHRS

124. ENGAGEMENT EQUALS
VISIBILITY

126. ENGAGEMENT
EQUALS
USAGE
@JKROHRS

128. 3. AUDIENCE VALUE

129. VALUE = VALUE TO YOU
(OR YOUR CLIENTS)

132. LCV:
LIFETIME CUSTOMER VALUE

133. NEV:
NET EQUIVALENCY VALUE

134. CIV:
COMPARATIVE INCENTIVE VALUE

135. THE AUDIENCE
IMPERATIVE
USE 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

137. @JKROHRS

138. 24.6M
23.8M
33.42M

140. THE AUDIENCE
IMPERATIVE
USE 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.

141. NAME YOUR DIRECTOR OF
AUDIENCE DEVELOPMENT

142. AUDIT CONSUMER TOUCHPOINTS

143. UN-SILO MARKETING

144. “EFFECTIVE MARKETING
NOW STANDS ON YOUR
AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG

145. WWW.AUDIENCEPRO.COM
@AUDIENCEPRO

146. JEFFREY K. ROHRS
VP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS

147. AUDIENCE:
THE FLIP-SIDE OF
CONTENT
MARKETING
OCTOBER 2014

148. 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