From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
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From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
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From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
- 1. From Likes to Leads How to Find, Grow, and Convert New Audiences Christopher S. Penn, VP Marketing Technology, SHIFT Communications @cspenn | @shiftcomm Jennifer Burnham, Director, Social & Content MarketingSalesforce.com @jennydburnham | @salesforce
- 2. The Life of a Marketer Audience Leads Sales Evangelists
- 10. In the old days...
- 11. New media broke media models
- 12. We must treat everyone like the media because everyone is the media. shiftcomm.com/df13
- 15. Media We paid to say we are awesome! Paid
- 16. Media Earned They said we are awesome!
- 17. Media Owned ü ü ü ü Blog Website House email list Social media accounts
- 18. Media Paid ü ü ü ü ü Advertisements Paid content Syndication Sponsored social Sponsored email
- 19. Media Earned ü ü ü ü ü ü Editorial placements Bylines Re-Tweets Re-shares News stories Earned email
- 20. Where is shared?
- 23. Shared is a behavior Owned Earned Paid
- 24. Shared is a behavior Earned Paid
- 25. Shared is a behavior Earned
- 26. Shared is a behavior
- 27. Sharing transforms every form of media into earned media. shiftcomm.com/df13
- 28. Shared is not the only behavior
- 29. Shared is not the only behavior
- 30. Shared is not the only behavior
- 31. Media is defined not by what it is, but what we do with it. shiftcomm.com/df13
- 32. What can you do? Voting Engagement Sharing
- 33. 3 Core Behaviors Voting Engagement ü ü ü ü ü Like +1 Favorite Pin to Top Endorse Sharing
- 34. 3 Core Behaviors Voting ü Like ü +1 ü Favorite ü Pin to Top ü Endorse Engagement ü Comment ü Reply ü Engage ü Click Sharing
- 35. 3 Core Behaviors Voting ü Like ü +1 ü Favorite ü Pin to Top ü Endorse Engagement ü Comment ü Reply ü Engage ü Click Sharing ü Share ü Forward ü Retweet ü Send ü Email
- 36. You want these core behaviors Voting ü Like ü +1 ü Favorite ü Pin to Top ü Endorse Engagement ü Comment ü Reply ü Engage ü Click Sharing ü Share ü Forward ü Retweet ü Send ü Email
- 37. Why do they matter?
- 38. Audience building starts here
- 39. The stuff is worth less
- 40. What you do with stuff is worth more
- 41. What you do with stuff is worth more
- 42. Content that creates the behaviors we want also satisfies search engines. shiftcomm.com/df13
- 43. How do we get these behaviors? Voting ü ü ü ü ü Like +1 Favorite Pin to Top Endorse Engagement ü ü ü ü Comment Reply Engage Click Sharing ü ü ü ü ü Share Forward Retweet Send Email
- 44. The Earned Media Hub Strategy Owned Creative Content Research Earned Paid Message
- 45. Preparation
- 46. Do you have the right tools and methods? Research
- 47. Do you have guidelines for your brand? Research Message
- 48. What’s been done, and what’s your spin? Creative Research Message
- 49. What content will you create? What formats? Creative Research Content Message
- 50. Do you have access to earned media outlets that matter? Creative Research Content Message Earned
- 51. Do you have all your owned media outlets ready to go? Owned Creative Research Content Message Earned
- 52. Do you have budget and targets? Owned Creative Research Content Message Earned Paid
- 54. What people and machines like Relevance Content Timeliness
- 55. What will get our behaviors? Research
- 57. Research Message ü Creative ü Connected ü Dedicated ü Ballsy ü Smart ü Positive ü Honorable
- 58. Values tell you what kinds of media and content you cannot create. shiftcomm.com/df13
- 62. The 3L rule of great content: laugh, learn, love it, or else it’s bad content. shiftcomm.com/df13
- 64. Owned
- 65. Owned
- 66. Earned
- 67. Earned
- 68. Paid
- 69. Paid
- 70. Paid
- 71. Paid
- 72. Where it breaks Creative Research Owned Content Earned Paid Message These are not silos.
- 74. Did we get these core behaviors? Voting ü ü ü ü ü Like +1 Favorite Pin to Top Endorse Engagement ü ü ü ü Comment Reply Engage Click Sharing ü ü ü ü ü Share Forward Retweet Send Email
- 75. Did we get more Audience
- 81. This is how we get more Audience
- 83. The gift that keeps giving
- 87. Earned, owned, and paid extend the life of your content and hard work. shiftcomm.com/df13
- 88. Search, social, and media are converging rapidly. Plan accordingly. shiftcomm.com/df13
- 89. Focus less on stuff, more on what you want people to do with your stuff. shiftcomm.com/df13