From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
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Transcript of From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business
![Page 1: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/1.jpg)
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
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The Life of a Marketer Audience
Leads
Sales
Evangelists
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Audience
Leads
Sales
Evangelists
Marketing
![Page 4: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/4.jpg)
Audience
Leads
Sales
Evangelists
Marketing
Sales
![Page 5: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/5.jpg)
Audience
Leads
Sales
Evangelists
Marketing
Sales
Service
![Page 6: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/6.jpg)
The Marketer’s Dilemma
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Where does NEW
come from? Audience
Leads
Sales
Evangelists
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Audience
Leads
Sales
Evangelists
Media and PR
Marketing
Sales
Service
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In the old days...
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New media broke media models
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We must treat everyone like the media because everyone is the media.
shiftcomm.com/df13
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Earned
Owned
Paid
Redefining Media
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Media
We are awesome!
Owned
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Media
We paid to say we are awesome!
Paid
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Media
They said we are awesome! Earned
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Media
ü Blog ü Website ü House email list ü Social media accounts
Owned
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Media
ü Advertisements ü Paid content ü Syndication ü Sponsored social ü Sponsored email
Paid
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Media
ü Editorial placements ü Bylines ü Re-Tweets ü Re-shares ü News stories ü Earned email
Earned
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Where is shared?
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‘Shared media’does not exist.
shiftcomm.com/df13
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Shared is intangible
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Shared is a behavior
Earned
Owned
Paid
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Earned
Paid
Shared is a behavior
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Earned
Shared is a behavior
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Shared is a behavior
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Sharing transforms every form of media into earned media.
shiftcomm.com/df13
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Shared is not the only behavior
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Shared is not the only behavior
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Shared is not the only behavior
![Page 31: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/31.jpg)
Media is defined not by what it is, but what we do with it.
shiftcomm.com/df13
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What can you do?
Voting Engagement Sharing
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3 Core Behaviors
ü Like ü +1 ü Favorite ü Pin to Top ü Endorse
Voting Engagement Sharing
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ü Like ü +1 ü Favorite ü Pin to Top ü Endorse
ü Comment ü Reply ü Engage ü Click
Voting Engagement Sharing
3 Core Behaviors
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ü Like ü +1 ü Favorite ü Pin to Top ü Endorse
ü Comment ü Reply ü Engage ü Click
ü Share ü Forward ü Retweet ü Send ü Email
Voting Engagement Sharing
3 Core Behaviors
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You want these core behaviors
ü Like ü +1 ü Favorite ü Pin to Top ü Endorse
ü Comment ü Reply ü Engage ü Click
ü Share ü Forward ü Retweet ü Send ü Email
Voting Engagement Sharing
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Why do they matter?
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Audience building starts here
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The stuff is worth less
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What you do with stuff is worth more
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What you do with stuff is worth more
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Content that creates the behaviors we want also satisfies search engines.
shiftcomm.com/df13
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ü Like ü +1 ü Favorite ü Pin to Top ü Endorse
ü Comment ü Reply ü Engage ü Click
ü Share ü Forward ü Retweet ü Send ü Email
How do we get these behaviors?
Voting Engagement Sharing
![Page 44: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/44.jpg)
Owned
Paid
The Earned Media Hub Strategy
Earned
Creative
Content
Message
Research
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Preparation
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Research
Do you have the right tools and methods?
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Message
Research
Do you have guidelines for your brand?
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Creative
Message
Research
What’s been done, and what’s your spin?
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Creative
Content
Message
Research
What content will you create? What formats?
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Do you have access to earned media outlets that matter?
Earned
Creative
Content
Message
Research
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Owned
Earned
Creative
Content
Message
Research
Do you have all your owned media outlets ready to go?
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Owned
Paid
Earned
Creative
Content
Message
Research
Do you have budget and targets?
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Case Study Walkthrough
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What people and machines like
Relevance
Content
Timeliness
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What will get our behaviors?
Research
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What’s been done?
Research
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Message
Research
ü Creative ü Connected ü Dedicated ü Ballsy ü Smart ü Positive ü Honorable
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Values tell you what kinds of media and content you cannot create.
shiftcomm.com/df13
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Creative
Message
Research
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Creative
Message
Research
![Page 61: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/61.jpg)
Creative
Content
Message
Research
![Page 62: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/62.jpg)
The 3L rule of great content: laugh, learn, love it, or else it’s bad content.
shiftcomm.com/df13
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Owned
Paid
Earned
Creative
Content
Message
Research
![Page 64: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/64.jpg)
Owned
![Page 65: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/65.jpg)
Owned
![Page 66: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/66.jpg)
Earned
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Earned
![Page 68: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/68.jpg)
Paid
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Paid
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Paid
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Paid
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Owned
Paid
Earned
Creative
Content
Message
Research
Where it breaks
These are not silos.
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Measuring the results
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Did we get these core behaviors?
ü Like ü +1 ü Favorite ü Pin to Top ü Endorse
ü Comment ü Reply ü Engage ü Click
ü Share ü Forward ü Retweet ü Send ü Email
Voting Engagement Sharing
![Page 75: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/75.jpg)
Audience
Did we get more
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Audience
This is how we get more
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Audience
Leads
Sales
Evangelists
Marketing
Sales
Service
![Page 83: From Likes to Leads: How to Find, Build, and Convert New Audiences to Grow Your Business](https://reader036.fdocuments.in/reader036/viewer/2022070315/55527e2cb4c905115b8b4bf1/html5/thumbnails/83.jpg)
The gift that keeps giving
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Earned, owned, and paid extend the life of your content and hard work.
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Search, social, and media are converging rapidly. Plan accordingly.
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Focus less on stuff, more on what you want people to do with your stuff.
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