Talknote: The Rise of Audiences as Brand Assets
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Without an audience, your marketing is a tree falling in the forest that nobody hears. Every single business needs an audience to succeed, and that’s exactly why we pay to reach them through advertising. But what about your proprietary audiences—subscribers, fans, and followers that your company alone can reach? Who is in charge of their development? Their management? Their long-term growth? Join author Jeff Rohrs as he demonstrates why audience may just be one of the most important assets you can build for your brand today.
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Talknote: The Rise of Audiences as Brand Assets
- 2. JEFFREY K. ROHRS VP, MARKETING INSIGHTS – SALESFORCE @JKROHRS #imbsummit
- 8. #imbsummit
- 9. #imbsummit
- 10. #imbsummit
- 12. #imbsummit
- 13. #imbsummit
- 15. #imbsummit
- 16. #imbsummit
- 19. MATT ALSO GETS AUDIENCE #imbsummit
- 20. 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
- 22. EVERY COMPANY IS A MEDIA COMPANY #imbsummit
- 23. ALL MARKETING IS NOW DIRECT #imbsummit
- 30. #imbsummit
- 31. “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 #imbsummit
- 32. CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.
- 34. 30 SECONDS = $4.5 MILLION #imbsummit
- 39. <1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2015 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/Line 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 Periscope/Meerkat CHANNEL (R)EVOLUTION
- 40. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET #imbsummit
- 41. SMS SUBSCRIBERS ARE A BUSINESS ASSET #imbsummit
- 42. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
- 43. FACEBOOK FANS ARE A BUSINESS ASSET #imbsummit
- 44. TWITTER FOLLOWERS ARE A BUSINESS ASSET #imbsummit
- 45. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
- 46. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
- 47. LINE FANS ARE A BUSINESS ASSET
- 48. COMMUNITIES ARE A BUSINESS ASSET
- 51. MOST C-SUITES DO NOT APPRECIATE THE VALUE OF PROPRIETARY AUDIENCES #imbsummit
- 53. MARKETING AS ASSET GENERATOR #imbsummit
- 54. @JKROHRS WE FOCUS ON CAMPAIGN-BASED ROI #imbsummit
- 55. INSTEAD OF BIG-PICTURE VALUE #imbsummit
- 57. #imbsummit
- 58. #imbsummit
- 59. #imbsummit 24.6M - 800,000 lost subscribers - 3.2% 23.8M
- 60. $298.73 $64.53 - $234.20 loss in value - 78.4% #imbsummit
- 61. WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS? #imbsummit
- 62. IS PROPRIETARY AUDIENCE DEVELOPMENT ONE OF YOUR KEY MARKETING OBJECTIVES? #imbsummit
- 63. 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
- 64. 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
- 65. 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
- 66. NO AUDIENCE IS OWNED. #imbsummit
- 68. THEY ARE BUILT UPON INDIVIDUAL PERMISSION #imbsummit
- 69. PERMISSION CAN BE REVOKED #imbsummit
- 73. #imbsummit
- 74. #imbsummit
- 75. #imbsummit
- 77. AMPLIFIERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS #imbsummit
- 82. 93% 58% 12%
- 83. #imbsummit
- 85. YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO #imbsummit
- 86. CHANNEL-DOMINANT PLAYERS WITH EVER-SHIFTING RULES #imbsummit
- 87. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY. #imbsummit
- 88. 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
- 90. SIZE IS RELATIVE
- 91. #imbsummit
- 92. @JKROHRS
- 98. ENGAGEMENT = VISIBILITY & DELIVERABILITY #imbsummit
- 100. VALUE = VALUE TO YOU (OR YOUR CLIENTS) #imbsummit
- 102. LCV: LIFETIME CUSTOMER VALUE #imbsummit
- 103. 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
- 104. WHAT YOU MUST UNDERSTAND IS THAT MY VOICE COMES FROM THE ENERGY OF THE AUDIENCE. THE BETTER THEY ARE, THE BETTER I GET. -- Freddy Mercury #imbsummit
- 105. THIS IS THE HYBRID MARKETING ERA #imbsummit
- 107. @JKROHRS FOSSIL FUEL
- 108. OWNED MEDIA
- 109. RENEWABLE ENERGY
- 110. EARNED MEDIA
- 112. THE HYBRID MARKETING ENERGY GENERATION #imbsummit
- 114. MOMENTS MATTER!
- 115. #imbsummit
- 116. #imbsummit
- 117. #imbsummit
- 118. @JKROHRS
- 120. MOMENT MAKERS
- 123. SOCIAL DATA BILLION ABI Research 2013BILLIONeMarketer Dec 2013
- 124. DATA BILLION ABI Research 2013BILLIONeMarketer Dec 2013 %Pew Research Sept
- 125. BILLION ABI Research 2013BILLIONeMarketer Dec 2013 %Pew Research Sept 2013 7% 1% IDC May 2014 34%
- 130. A moment that transforms fans into stars… #imbsummit
- 131. …and storytellers …and brands into memes.
- 132. A moment that yields 15K+ email subscribers per week ($450K value/wk) #imbsummit
- 133. A RESPONSIVE, PERSONAL MOMENT • <30 seconds opt-in to receipt • 18% CTR boost • 11-15% revenue lift on design • 12-18% rev lift on personalization @JKROHRS
- 134. 200K+ Entries in 60s 5.4M Hashtag Uses 2.6B TW Impressions +211K TW Followers 12x Web TrafficA moment that transforms passive viewers into active amplifiers. @JKROHRS
- 137. #imbsummit
- 138. @JKROHRS#imbsummit
- 139. A moment that generates “Super” sales and a proprietary audience. #imbsummit
- 140. #imbsummit
- 141. #imbsummit
- 142. $35 Online Sale Transformed into $800 In-Store Upsell A moment to connect, serve & upsell.
- 143. #imbsummit
- 144. @JKROHRS
- 146. A moment to network, increase reach & build an audience of business travelers.
- 149. #imbsummit
- 150. @JKROHRS
- 151. #imbsummit
- 152. A moment to steal the sale & increase customer loyalty. #imbsummit
- 154. A moment to build loyalty, good will & a $5.7B economic impact
- 155. #imbsummit
- 157. #imbsummit
- 158. #imbsummit
- 159. #imbsummit
- 160. #imbsummit
- 161. #imbsummit#imbsummit
- 162. A moment to provide real-time inventory, increase sales, boost customer sat. & uncover new product opportunities.
- 166. THE HYBRID MARKETING ENERGY GENERATION @JKROHRS#imbsummit
- 167. 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
- 168. @JKROHRS#imbsummit
- 170. #imbsummit
- 171. 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
- 173. 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
- 174. ABBA: ALWAYS BE BUILDING AUDIENCES #imbsummit
- 175. WWW.AUDIENCEPRO.COM
- 176. JEFFREY K. ROHRS VP, MARKETING INSIGHTS – SALESFORCE @JKROHRS #imbsummit