The metrics of audience: Size,engagement, and value

JEFFREY ROHRSEXACTTARGET

SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

THE METRICS OF

AUDIENCE

@JKROHRS > JEFFREY K. ROHRS < @AUDIENCEPRO

@JKROHRS @JKROHRS

@JKROHRS

24.6M - 800,000

- 3.2%

23.8M

$298.73

$64.53

- $234.20

- 78.4%

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

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

AUDIENCES ARE

ASSETS

@JKROHRS

30 SECONDS

$4.0-$4.5 MILLION

@JKROHRS

@JKROHRS

VIEWERS +21%

CPM +72%

2004-2013

200 BILLION

DOLLARS

@JKROHRS

THE COST OF ATTENTION

IS ONLY GOING UP

“WELL, DUH.”

- @JaseDuckman

THE VALUE OF

PROPRIETARY AUDIENCES IS

NOT APPRECIATED

BY MOST C-SUITES

MARKETING AS INVESTMENT

@JKROHRS

MARKETING AS COST-CENTER

@JKROHRS

@JKROHRS

WE COMMUNICATE PERFORMANCE, NOT VALUE

@JKROHRS

@JKROHRS WE FOCUS ON CAMPAIGN-BASED ROI

INSTEAD OF BIG-PICTURE VALUE

1,000,000 x $30.00 $30,000,000.00

ASSET

IS PROPRIETARY AUDIENCE

DEVELOPMENT A KEY MARKETING

OBJECTIVE OR AN AFTERTHOUGHT?

@JKROHRS

AUDIENCE

ASSUMPTION

DISORDER

@JKROHRS

AUDIENCES ARE

ASSETS

EMAIL SUBSCRIBERS

ARE A BUSINESS ASSET

@JKROHRS

YOUTUBE SUBSCRIBERS

ARE A BUSINESS ASSET

SMS SUBSCRIBERS

ARE A BUSINESS ASSET

FACEBOOK FANS

ARE A BUSINESS ASSET

@JKROHRS

TWITTER FOLLOWERS

ARE A BUSINESS ASSET

@JKROHRS

INSTAGRAM FOLLOWERS

ARE A BUSINESS ASSET

PINTEREST FOLLOWERS

ARE A BUSINESS ASSET

WE NEED MORE THAN COMMUNITY MANAGERS

@JKROHRS

WE NEED ASSET MANAGERS

@JKROHRS

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

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

NO AUDIENCE IS OWNED.

@JKROHRS

AUDIENCE SOVEREIGNITY

AUDIENCES CAN

BE PROPREITARY

@JKROHRS

PROPRIETARY AUDIENCES

ARE EXCLUSIVE

THEY ARE BUILT UPON

INDIVIDUAL PERMISSION

PERMISSION

CAN BE REVOKED

ABBA: ALWAYS BE

BUILDING AUDIENCES

AUDIENCE Marketing in the Age of Subscribers, Fans & Followers

@JKROHRS

VISUAL STORYTELLING

THE AUDIENCE OF MANY

THE AUDIENCE OF ONE

PROPRIETARY AUDIENCE

DEVELOPMENT IS NOW A CORE

MARKETING RESPONSIBILITY.

1. SEEKERS

BROWSERS

LISTENERS

READERS

SEARCHERS

SHOPPERS

VISITORS

VIEWERS

@JKROHRS

information

entertainment

2. AMPLIFIERS

ADVOCATES

ANALYSTS

COMMENTERS

CREATORS

INFLUENCERS

REPORTERS

REVIEWERS

SHARERS

@JKROHRS

AUDIENCES WITH AUDIENCES

access

influence

3. JOINERS

SUBSCRIBERS

FANS

FOLLOWERS

CUSTOMERS

DINERS

DONORS

EMPLOYEES

PARTNERS

@JKROHRS

convenience

utility

SEEKERS

AMPLIFIERS

&JOINERS

@JKROHRS

YOU MUST DIVERSIFY YOUR

AUDIENCE PORTFOLIO

@JKROHRS

CHANNEL-DOMINANT PLAYERS

WITH EVER-SHIFTING RULES

@JKROHRS

THE 90% CONUNDRUM

@JKROHRS

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

1. AUDIENCE SIZE

@JKROHRS

SIZE IS RELATIVE

SIZE IS MORE THAN A NUMBER

SIZE ALSO MEANS

ACTIONABLE DATA

@JKROHRS

2. AUDIENCE ENGAGEMENT

ENGAGEMENT =

ATTENTION

@JKROHRS

<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

PRIMING THE PUMP

SETH HERZOG

DON BARRIS

EDDIE BRILL

WARM UP THE AUDIENCE

ENGAGEMENT EQUALS

DELIVERABILITY

@JKROHRS

@JKROHRS

ENGAGEMENT EQUALS

VISIBILITY

ENGAGEMENT

EQUALS

USAGE

@JKROHRS

3. AUDIENCE VALUE

VALUE = VALUE TO YOU

LCV:

LIFETIME CUSTOMER VALUE

LIV:

LIFETIME INCREMENTAL VALUE

NEV:

NET EQUIVALENCY VALUE

CIV:

COMPARATIVE INCENTIVE VALUE

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

“EFFECTIVE MARKETING

NOW STANDS ON YOUR

AUDIENCE’S SHOULDERS.”

- @LIEBLINK & @JOWYANG

24.6M

23.8M

31.1M +7.3M +30.67%

+$281.03 +494.16%

WHO IS YOUR DIRECTOR OF

AUDIENCE DEVELOPMENT?

WWW.AUDIENCEPRO.COM

@AUDIENCEPRO

@JKROHRS

THE METRICS OF

AUDIENCE

SOCIALMEDIA.ORG SUMMIT – MONDAY, DEC. 9, 2013

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

Learn more about past andupcoming events

DECEMBER 9–11, 2013

SOCIALMEDIA.ORG/EVENTS