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