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From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
This document discusses strategies for marketers to find, grow, and convert new audiences. It outlines an "earned media hub strategy" with four phases: preparation, research, creative content development, and measurement. The key is to create content that encourages three core behaviors - voting, engagement, and sharing - across owned, earned, and paid media channels. If content gets these behaviors, it will help build larger audiences and leads over time through the ongoing promotion of owned, earned and paid media.
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From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
- 1. From Likes toLeads 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 ofa Marketer Audience Leads Sales Evangelists
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- 10. In the olddays...
- 11. New media brokemedia models
- 12. We must treateveryone like the media because everyone is the media. shiftcomm.com/df13
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- 15. Media We paid tosay we are awesome! Paid
- 16. Media Earned They said weare awesome!
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- 23. Shared is abehavior Owned Earned Paid
- 24. Shared is abehavior Earned Paid
- 25. Shared is abehavior Earned
- 26. Shared is abehavior
- 27. Sharing transforms every formof media into earned media. shiftcomm.com/df13
- 28. Shared is notthe only behavior
- 29. Shared is notthe only behavior
- 30. Shared is notthe only behavior
- 31. Media is definednot by what it is, but what we do with it. shiftcomm.com/df13
- 32. What can youdo? Voting Engagement Sharing
- 33. 3 Core Behaviors Voting Engagement ü ü ü ü ü Like +1 Favorite Pinto Top Endorse 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
- 35. 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
- 36. You want thesecore 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
- 37. Why do theymatter?
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- 39. The stuff isworth less
- 40. What you dowith stuff is worth more
- 41. What you dowith stuff is worth more
- 42. Content that createsthe behaviors we want also satisfies search engines. shiftcomm.com/df13
- 43. How do weget 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
- 44. The Earned MediaHub Strategy Owned Creative Content Research Earned Paid Message
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- 46. Do you havethe right tools and methods? Research
- 47. Do you haveguidelines for your brand? Research Message
- 48. What’s been done,and what’s your spin? Creative Research Message
- 49. What content willyou create? What formats? Creative Research Content Message
- 50. Do you haveaccess to earned media outlets that matter? Creative Research Content Message Earned
- 51. Do you haveall your owned media outlets ready to go? Owned Creative Research Content Message Earned
- 52. Do you havebudget and targets? Owned Creative Research Content Message Earned Paid
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- 54. What people andmachines like Relevance Content Timeliness
- 55. What will getour behaviors? Research
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- 57. Research Message ü Creative ü Connected ü Dedicated ü Ballsy ü Smart ü Positive ü Honorable
- 58. Values tell youwhat kinds of media and content you cannot create. shiftcomm.com/df13
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- 62. The 3L ruleof great content: laugh, learn, love it, or else it’s bad content. shiftcomm.com/df13
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- 74. Did we getthese 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
- 75. Did we getmore Audience
- 81. This is howwe get more Audience
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- 83. The gift thatkeeps giving
- 87. Earned, owned, andpaid extend the life of your content and hard work. shiftcomm.com/df13
- 88. Search, social, andmedia are converging rapidly. Plan accordingly. shiftcomm.com/df13
- 89. Focus less onstuff, more on what you want people to do with your stuff. shiftcomm.com/df13