The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
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Jeffrey Rohrs gave a presentation on metrics for measuring audience in social media marketing. He discussed that audience size, engagement, and value are key metrics. Audience size is important but engagement through interactions and attention is even more important. The value of audiences should be considered as marketing assets rather than just costs. Building and maintaining audiences over the long term is important for marketing success.
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The metrics of audience: Size, engagement, and value, presented by Jeffrey Rohrs
- 1. The metrics of audience: Size, engagement, and value JEFFREY ROHRS EXACTTARGET SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
- 2. THE METRICS OF AUDIENCE @JKROHRS > JEFFREY K. ROHRS < @AUDIENCEPRO
- 4. @JKROHRS
- 5. 24.6M - 800,000 - 3.2% 23.8M
- 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. 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
- 10. @JKROHRS
- 18. THE COST OF ATTENTION IS ONLY GOING UP
- 20. THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
- 23. @JKROHRS WE COMMUNICATE PERFORMANCE, NOT VALUE @JKROHRS
- 24. @JKROHRS WE FOCUS ON CAMPAIGN-BASED ROI
- 25. INSTEAD OF BIG-PICTURE VALUE
- 27. IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING OBJECTIVE OR AN AFTERTHOUGHT? @JKROHRS
- 33. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS
- 34. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
- 35. SMS SUBSCRIBERS ARE A BUSINESS ASSET
- 36. FACEBOOK FANS ARE A BUSINESS ASSET @JKROHRS
- 37. TWITTER FOLLOWERS ARE A BUSINESS ASSET @JKROHRS
- 38. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
- 39. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
- 40. WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS
- 41. WE NEED ASSET MANAGERS @JKROHRS
- 42. 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
- 43. 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
- 44. NO AUDIENCE IS OWNED. @JKROHRS
- 48. THEY ARE BUILT UPON INDIVIDUAL PERMISSION
- 50. ABBA: ALWAYS BE BUILDING AUDIENCES
- 51. AUDIENCE Marketing in the Age of Subscribers,Fans & Followers @JKROHRS
- 52. VISUAL STORYTELLING THE AUDIENCE OF MANY THE AUDIENCE OF ONE
- 53. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
- 62. access influence
- 67. YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO @JKROHRS
- 68. CHANNEL-DOMINANT PLAYERS WITH EVER-SHIFTING RULES @JKROHRS
- 70. 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
- 72. SIZE IS RELATIVE
- 74. SIZE IS MORE THAN A NUMBER
- 75. SIZE ALSO MEANS ACTIONABLE DATA
- 76. @JKROHRS
- 79. <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
- 80. PRIMING THE PUMP
- 81. SETH HERZOG
- 83. DON BARRIS
- 85. EDDIE BRILL
- 87. WARM UP THE AUDIENCE
- 89. @JKROHRS
- 95. VALUE = VALUE TO YOU
- 102. 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
- 103. “EFFECTIVE MARKETING NOW STANDS ON YOUR AUDIENCE’S SHOULDERS.” - @LIEBLINK & @JOWYANG
- 105. WHO IS YOUR DIRECTOR OF AUDIENCE DEVELOPMENT?
- 107. THE METRICS OF AUDIENCE SOCIALMEDIA.ORG SUMMIT – MONDAY, DEC. 9, 2013
- 108. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS