2. SUBSCRIBERS, FANS & FOLLOWERS:
Marketing’s Audience-Building Imperative
Jeffrey K. Rohrs
VP, Marketing Insights
ExactTarget, a salesforce.com company
Author
AUDIENCE: Marketing in the Age of
Subscribers, Fans & Followers

3. @JKROHRS

4. @JKROHRS
@JKROHRS

5. @JKROHRS

6. WWW.EXACTTARGET.COM/SFF

7. NOV
.
11T
H
@JKROHRS

8. 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.
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.
-- Bruce Springsteen

9. @JKROHRS

14. <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
MARKETING (R)EVOLUTION

15. PROPRIETARY
AUDIENCE
DEVELOPMENT
IS NOW A CORE
MARKETING
RESPONSIBILITY.

16. (permission-based marketers
will inherit the earth)
@JKROHRS

17. PROPRIETARY
AUDIENCES
ARE NOT OWNED.
THEY ARE
EARNED. @JKROHRS

18. THEY ARE BUILT.

19. THEY ARE
NURTURED.
@JKROHRS

20. THEY ARE
DIRECT AND
COST-EFFECTIVE.
@JKROHRS

21. THE
BEST
OFFER
ATTENTION AT
THE PUSH OF
A BUTTON.
@JKROHRS

22. THEY
ARE
CRITICAL
BUSINESS
ASSETS.
@JKROHRS

23. @JKROHR@JKROHRS

24. TO USE PAID, OWNED & EARNED
MEDIA NOT ONLY TO SELL BUT
ALSO TO INCREASE THE SIZE,
ENGAGEMENT & VALUE OF YOUR
PROPRIETARY AUDIENCES OVER
THE LONG-TERM.
@JKROHRS
AUDIENCE
IMPERATIVE!
THE

25. SIZEENGAGEME
NT
YOUR
PROPRIETARY
AUDIENC
ES
LONG-
TERM
PAIDOWNED
& EARNED
MEDIA

26. WHO ARE THESE
PROPRIETARY
AUDIENCES?
@JKROHRS

27. SEEKERS
@JKROHRS

28. AMPLIFIERS

29. JOINERS

31. SUBSCRIBERS

33. FANS

35. FOLLOWERS

37. 93%
58%
12%
@JKROHRS

39. PAIDOWNED
& EARNED
MEDIA
@JKROHRS

40. PAID
MEDIA
@JKROHRS

41. @JKROHR
@JKROHRS

42. OWNED MEDIA
@JKROHRS

43. @JKROHRS

44. EARNED
MEDIA @JKROHRS

45. @JKROHRS
THE HYBRID
MARKETING ERA

50. @JKROHRS
@EXACTTARGET
@JKROHRS

51. @JKROHRS
@JKROHRS

52. @JKROHRS

53. @JKROHRS

54. @JKROHRS

55. MOMENTS
MATTER!
@JKROHRS

56. SIZE
ENGAGEME
NT
&
VALUE
@JKROHRS

57. SIZE
@JKROHRS

58. @JKROHR

59. @JKROHRS

60. ENGAGEMENT

61. @JKROHRS

65. ENGAGEMENT EQUALS
DELIVERABILITY
@JKROHRS

66. ENGAGEMENT EQUALS
VISIBILITY
@JKROHRS

67. ENGAGEMENT
EQUALS
USAGE
@JKROHRS

68. VALUE
@JKROHRS

70. @JKROHR

71. VALUE =VALUE
TO YOU
@JKROHRS

72. LONG-TERM
@JKROHRS

74. @JKROHRS

75. @JKROHRS

76. @JKROHRS

77. @JKROHRS

78. TO USE PAID, OWNED & EARNED
MEDIA NOT ONLY TO SELL BUT
ALSO TO INCREASE THE SIZE,
ENGAGEMENT & VALUE OF YOUR
PROPRIETARY AUDIENCES OVER
THE LONG-TERM.
@JKROHRS
AUDIENCE
IMPERATIVE!
THE

79. MY
QUESTIONS
FOR YOU

80. ARE YOU
TREATING YOUR
AUDIENCES AS
ASSETS OR
AFTERTHOUGHTS?
1
@JKROHRS

81. 2 ARE YOU
BUILDING
AUDIENCES
EVERY DAY?
@JKROHRS

82. WHO OWNS
YOUR
AUDIENCE
DEVELOPMENT
EFFORTS?
3
@JKROHRS

83. @JKROHR
NOV. 11TH
AUDIENCEPRO.COM
@JKROHRS