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

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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