Audience Development for Content Marketers: A #CMWorld Chat with @JKRohrs

Jeff RohrsYour most valuable asset just may be your audience, and it is something that needs to be cultivated with care. Jeff Rorhs joined us to discuss audience development in our recent #CMWorld Twitter chat.

 

OK, let’s get started! Q1: What exactly is proprietary audience development? #CMWorld

 

A1: Proprietary Audience Development is the effort to build direct/exclusive/valuable audiences for your company on ongoing basis. #cmworld

@jkrohrs

 

A1: It is the flip-side of content marketing. Content needs an audience. Audience needs content with which to engage. #cmworld

@jkrohrs

 

Sounds like a bit of a chicken/egg conversation today…in a good way #cmworld

@tracibrowne

 

A1: Right now, Proprietary Audience Development isn’t a formal marketing discipline–but it soon will be. #cmworld

@jkrohrs

 

A1. To build a meaningful connection based on content. #cmworld

@StudioOne

 

@jkrohrs Would that be a core target audience that is constantly being developed/enhanced or seeking out new audiences? #CMWorld

@vegecomgirl

 

@tracibrowne Exactly. But whereas CM has people in charge of it, PAD is left a bit to its own devices w/in siloed channels. #cmworld

@jkrohrs

 

@jkrohrs not sure I understand the “exclusive” part in your definition…can you expand? #cmworld

@tracibrowne

 

@tracibrowne Audiences are not owned, but they can be proprietary in that your company gets permission to address them exclusively. #cmworld

@jkrohrs

 

What are the steps to PAD? #cmworld

@gregelwell

 

@jkrohrs How is proprietary audience development different from the audience development we are familiar with? #cmworld

@michelelinn

 

Q2: Why is it important to develop a proprietary audience (i.e. an audience that your brand owns)? #cmworld

 

@tracibrowne Think permission email. A voluntary “like” or “follow,” etc. All grant exclusive rights to directly communicate. #cmworld

@jkrohrs

 

@jkrohrs Sounds like a buzzword we should expect to hear more about. How can a content strategy be applied to PAD? #CMWorld

@repub_Hub

 

@CMIContent AI: A (slightly complicated) way to describe the process or strategy used to connect with customers/potential customers #CMWorld

@atxcopywriter

 

A2: Proprietary audiences are assets to your company. There’s real value having 1M subscribers vs. 100K. #cmworld

@jkrohrs

 

A2 – Having a foundational core ensures a steady stream of consumers as well as word of mouth marketers. #cmworld

@FiveMinPro

 

Q2. A brand shouldn’t own an audience but win them over with quality information. #cmworld

@StudioOne

 

A2: Right now, most companies lack an “asset-based mentality” with their audiences. Instead, they seem them as resources to be used #cmworld

@jkrohrs

 

So, basically we are talking about “readers,” right? #cmworld

@HiPhaedra

 

Seems like proprietary audiences are easier to build on #socialmedia but more valuable on email #cmworld

@eccushing

 

A2 – It’s easier to track performance through email lists #cmworld

@Ebyline

 

@michelelinn @jkrohrs Also curious. I’m not so sure about the term “proprietary” in this context, my audience is someone else’s too #CMWorld

@atxcopywriter

 

A2: If your brand “owns” the audience, it means the audience trusts your brand. Leads to brand loyalty and advocacy. #CMWorld

@Stephyena

 

A2: But if I have 1M subscribers & a sub is worth $3/more per year than a non-sub. That subscriber audience is a $3M asset. #cmworld

@jkrohrs

 

Hmm – is “own/proprietary” not a bit strong? #CMWorld

@Steph_Montreuil

 

@CMIContent A2: It frees you from depending on someone else for your audience and traffic. #cmworld

@AlexConde

 

A2: And if we begin to think of audiences as assets. We begin to speak in ways our CEO & CFO can understand & value. #cmworld

@jkrohrs

 

@jkrohrs A devoted audience is more valuable than one-off customers; brand evangelists, those that WANT to correspond w/ your biz. #cmworld

@njh287

 

@Steph_Montreuil Own is a bit strong. #cmworld

@StudioOne

 

Q3: When developing your audience, is one channel (e.g. email) more important than the others? #cmworld

 

@atxcopywriter Certainly a consumer can have multiple brand relationships, but you control the “mic” w/your subs, fans & followers. #cmworld

@jkrohrs

 

@HiPhaedra Readers that hopefully engage and share as well, I think #CMWorld

@atxcopywriter

 

@jkrohrs But how do you know whether you have quality subscribers within your brand’s proprietary audience to place value? #cmworld

@vegecomgirl

 

@Steph_Montreuil That’s what I am struggling with, I get audience loyalty but can you really “own” it? #CMWorld

@lttlewys

 

@krohrs – So when we say proprietary audiences, are we talking about email subscribers? #cmworld

@Ebyline

 

@jkrohrs Thinking of audience-building as asset building is a good way to demonstrate value of #socialmedia to CEO & CFO #CMWorld

@inSegment

 

A2: PAD can increase you ability to reach consumers as needed, with a jump on the competition. #CMWorld

@repub_Hub

 

Can a brand really “own” an audience member though? Hasn’t the power of attention shifted to people? #cmworld

@gregelwell

 

@Steph_Montreuil your audience can unsubscribe/unlike at any time so “own” does feel a little strong to me #cmworld

@SFerika

 

A2: Brand disciples will point out flaws, therefore they can be trusted. You never see a brand broadcasting a bad user experience. #CMWorld

@MichaelMooneyy

 

@Steph_Montreuil Good question! #CMWorld

@vegecomgirl

 

I get a bit nervous when I hear marketers using words like “own” and “control” sounds like a step back in time #cmworld

@tracibrowne

 

A3: It depends on your brand/target market. Email is the most important direct audience channel for many, but certainly not all. #cmworld

@jkrohrs

 

Q3.It depends on your goals and who your audience is. #cmworld

@StudioOne

 

@Stephyena Right, essential creating what is known as a “fanatical” base just means people with almost blind loyalty #cmworld

@FiveMinPro

 

@jkrohrs If we think of our audiences as assets, do we risk losing our personal connection with them? #CMWorld

@repub_Hub

 

@lttlewys @Steph_Montreuil I feel you can build it & nurture it but the audience owns their relationship; you own the email list #CMworld

@SFerika

 

A3: Look at PetFlow. For them, Facebook was the proprietary audience channel that initially build their business. #cmworld

@jkrohrs

 

A3: One channel isn’t more important, it’s having the audience engage on several channels/conversations with brand #CMWorld

@lttlewys

 

@CMIContent I think you need to consider how all channels can work together. #Content #marketing can’t exist with only 1 channel. #cmworld

@LiveImpact

 

@Ebyline @krohrs That’s 1 type. Think of it as “permission-based.” Facebook page likes? Proprietary. LinkedIn followers? Proprietary #CMWorld

@inSegment

 

A3: Key is to know the channels that your target consumers use and engage them there. That’s where you build your audiences. #cmworld

@jkrohrs

 

@tracibrowne @Steph_Montreuil 3rd that. #CMWorld Audience building depends on working/connecting with others with same audience imo #CMWorld

@atxcopywriter

 

A3 One Channel is NO ENOUGH! Some people email, some people don’t ever check their emails. Engage where they engage. #CMWorld

@WhatRunsWhere

 

A3: Email mktg still best way to convert. Use content mktg to drive from multiple channels & capture emails #CMWorld

@Steph_Montreuil

 

A3 – Email is certainly the most intimate forum to connect online #cmworld

@Ebyline

 

Hasn’t the myth of Facebook “likes” having value already been debunked? #cmworld

@tracibrowne

 

I like this >> @SFerika: I feel you can build it & nurture it but the audience owns their relationship; you own the email list #CMworld

@michelelinn

 

@Steph_Montreuil I don’t think so, just easier than saying “people we can consistently count on almost no matter what we do” πŸ™‚ #cmworld

@FiveMinPro

 

So ideally you’d want audience engaged in brand+ customer and customer+customer conversations. #cmworld

@HiPhaedra

 

@lttlewys Definitely. It is important that you diversify your “audience portfolio” across channels. Dependence on one is dangerous. #cmworld

@jkrohrs

 

MT @WhatRunsWhere A3 Engage where they engage. #CMWorld

@StudioOne

 

@CMIContent A3: Email commands more attention, but you need other channels to bring people to the point of committing to email #CMWorld

@atxcopywriter

 

A3: What is critical is how you use com channels. Whether email, social media, etc. it’s important to be personal above all. #CMWorld

@Stephyena

 

@Steph_Montreuil absolutely. Most effective and easiest to measure conversion-driver. #CMWorld

@eccushing

 

@jkrohrs exactly. Email is used by many but to maximize impact fish where the fish are. #cmworld

@FiveMinPro

 

For B2Bs I’d think SlideShare and LinkedIn would be prime channels to reach and develop your audience. #cmworld

@gregelwell

 

@SFerika Not at all. You must build the audience of many with the focus of serving the audience of one. #cmworld

@jkrohrs

 

@FiveMinPro I see that – I guess the vernacular is just a little ick πŸ˜‰ #CMWorld

@Steph_Montreuil

 

@MichaelMooneyy But a smart brand will turn that negative feedback into a to do list to improve things #CMWorld

@atxcopywriter

 

A3: Email is usually the goal of awareness tactics, but catering content per channel is vital. Feed them what/how they want it. #cmworld

@MichaelMooneyy

 

Shortest #cmworld participation ever…sorry guys duty calls! (clients always come first! πŸ™‚ Keep the conversation going & be contradictory!

@FiveMinPro

 

Instead of brand talking to audience, I think the new dynamic is brand fostering discussions within audience #cmworld

@HiPhaedra

 

@FiveMinPro Advantage of email is stronger 1-on-1 comm, more personalization. SM helps amplify. Email HUGE for B2B especially. A3 #cmworld

@njh287

 

Multi-Platform Content: 11 Tips To Stay Top of Device http://t.co/IwnMTs3u0V #contentmarketing #cmworld #mobile via @heidicohen

@MarkCommPitch

 

Q4: How do you grow your proprietary audience? #CMWorld

 

@jkrohrs Agreed. And make sure you add valuable content to make you a leading expert in the field. #cmworld

@StudioOne

 

A4: Give them EPIC content! #cmworld

@gregelwell

 

@jkrohrs Lol!! Be happy that @SFerika isn’t sending in pics! She’s the resident goodie baker!! #CMWorld

@lttlewys

 

Listening to @JimGaffigan while participating in #cmworld – snorting & tweeting furiously at the same time #CMWorld

@eccushing

 

If “proprietary” = “opted-in” find out where they are and create useful content that will drive them to your site and sign-up #CMWorld

@Steph_Montreuil

 

A4: You need to optimize all your consumer touch points (real & virtual) to ensure max audience growth. #cmworld

@jkrohrs

 

A4: By “growth,” I don’t just mean size. I mean size, engagement & value of your audiences. #cmworld

@jkrohrs

 

@lttlewys @gregelwell #LinkedIn and #SlideShare have been key #B2B engagement drivers for me #CMworld

@SFerika

 

A4: Create a compelling conversation, give the audience not only what they want to learn but what they want to share #CMWorld

@lttlewys

 

@HiPhaedra I like that! #CMWorld It is so important, especially in areas like #ecommerce w/ product/shop recs & reviews! #CMWorld

@vegecomgirl

 

A4: As it doesn’t make much sense to have a HUGE audience that’s disengaged or not worth a penny. #cmworld

@jkrohrs

 

A4: One of the mantras in @AudiencePro is “Demand more from your paid media.” Don’t just sell w/it. Also build your audiences. #cmworld

@jkrohrs

 

a4. Give them quality instead of quantity content #cmworld

@StudioOne

 

A4: Nurture them with content they want to read – and don’t be afraid to ask – data is insightful, but hearing from them is great #cmworld

@Koozai_Cat

 

@lttlewys @FiveMinPro HTC model is the name of the game: Honesty, Transparency, Commitment. #CMWorld

@eksays

 

A4 – Subscription gate your best piece of content, make the sign up as simple as possible #cmworld

@Ebyline

 

@lttlewys I also think it gives the brand ideas to enhance connections with their audience (and maybe some new product ideas?) #CMWorld

@vegecomgirl

 

@CMIContent Be useful, DIFFERENT, provide content relevant & w/ context. Always seek to surprise + delight, create customer stories #cmworld

@njh287

 

@SFerika No worries. That picture LIVES IN MY MIND. πŸ˜‰ #cmworld

@jkrohrs

 

@SFerika @lttlewys @gregelwell We’ve seen success on Google+ as well with high levels of engagement. #CMWorld

@inSegment

 

@vegecomgirl Absolutely – good examples #CMworld

@HiPhaedra

 

If you are adding a subscription gate, you need to make it clear that your content is unique, otherwise they will source elsewhere #cmworld

@Koozai_Cat

 

@HiPhaedra I like that! But it has to evolve from the brand building up that audience to begin with. Harder point to get to #CMWorld

@atxcopywriter

 

A4 – Find out what they want, and give it to them! Engaging material? Free trials? Inspiration? #CMWorld

@dforget

 

A4: Cross-promote your brand. Email campaigns should link back to your social media networks. #CMWorld

@iCopyright

 

A4: Mint social currency, engage, and Gamify. #CMWorld

@MichaelMooneyy

 

A4: This year in the U.S. alone, about $200 Billion will be spent on paid media–i.e., paying to reach someone else’s audiences. #cmworld

@jkrohrs

 

@eccushing @JimGaffigan Nice! Don’t know how you can concentrate on #CMWorld though πŸ™‚

@KyleAkerman

 

A4: I feel like the answer lies in creating more pull instead of push #cmworld

@HiPhaedra

 

@jkrohrs wow! That’s quite the figure. #CMWorld

@Steph_Montreuil

 

A4: What I’m suggesting is that if we’re willing to pay that much for 3rd party audiences, shouldn’t we invest more building ours? #cmworld

@jkrohrs

 

@Koozai_Cat So true! Interactive marketing can work wonders to increase your engagement and overall influence. #CMWorld

@iCopyright

 

@jkrohrs Do you happen to have a link to that stat? Would love to include it on our curated #contentmarketing research list #cmworld

@michelelinn

 

@HiPhaedra It’s really about optimizing both to help each other. #cmworld

@jkrohrs

 

@CMIContent A1: Pay attn to what/who they’re paying attn to, join conversations already happening and add to them with own content #CMWorld

@atxcopywriter

 

A4: Listening, and creating content our audience wants. #CMWorld

@Stephyena

 

@HiPhaedra I agree, there needs to be an enticement vs a push of “Look at me” #CMWorld

@lttlewys

 

@jkrohrs – that’s a very interesting take on that data #cmworld

@Ebyline

 

@jkrohrs definitely agree developing your own opted-in audience more valuable than renting out 3rd party #CMworld

@SFerika

 

@jkrohrs Combo works best. Create organic content that you KNOW works w/ your audience, pay 2 promote to reach competitor audiences #cmworld

@njh287

 

Q5: Your audience is a key asset – how do you determine how much it is worth? #CMWorld

 

The Secret to Headlines That Attract Readers & Shares Every Time [Research] http://t.co/5AVa0N8iO2 #cmworld #contentmarketing

@heidicohen

 

@jkrohrs I agree. My boss may agree too (lower costs – higher effectiveness – greater valued traffic). #CMWorld

@vegecomgirl

 

@inSegment @SFerika @lttlewys @gregelwell I’ve been playing around with Google+. Can be tricky but looks promising #CMWorld

@Stephyena

 

@jkrohrs It’s like tearing apart your house looking for a leak. A little research will save a ton of cash. #CMWorld

@MichaelMooneyy

 

A4 Sometimes tagging on to someone else’s audience is very helpful in building your own…3rd party endorsement #cmworld

@tracibrowne

 

A4: Show why your audience should engage with your brand. They don’t want to be told. #CMWorld

@repub_Hub

 

A5: Good analytics on downstream engagement and eventual conversion #cmworld

@HiPhaedra

 

@tracibrowne Partnerships are great if they are also brand-enhancing! #cmworld

@HiPhaedra

 

A5: But there’s also NCV (Net Comparative Value) — calculating what it would have cost you to reach 3rd party audience vs. yours. #cmworld

@jkrohrs

 

@jkrohrs A 3rd party audience is hardly ever engaged. Waste of resources. I agree, it is more valuable building your own audience. #CMWorld

@Stephyena

 

A5: Depends on the data you can get from the channel…SlideShare has some amazing analytics and lead cap info #cmworld

@gregelwell

 

A5: Analytics, tracking audience-community-customer-advocate cycle Value isn’t always a $$ amount #CMWorld

@lttlewys

 

A5: You can also see what incentives (Net Incentive Value) competitors are giving for consumers to join their audiences. #cmworld

@jkrohrs

 

@HiPhaedra @tracibrowne agree, but must make sure to spell out content ownership + data sharing in advance #CMworld

@SFerika

 

@HiPhaedra +1 And ‘sharing’ proprietary audiences; i.e. relationships [guest posts & cross-promo contests] w/ complementary biz’s. #cmworld

@njh287

 

A5: That is kinda like asking how important gas is for a car. The more you invest, the father you’ll go. #CMWorld

@MichaelMooneyy

 

A5: Bottom line. Don’t just communicate audience value on a campaign basis. Calculate the aggregate value. THAT is your asset value #cmworld

@jkrohrs

 

@Stephyena @SFerika @lttlewys @gregelwell It’s definitely worth it for both #socialmedia and for #SEO purposes. Stick with it! #CMWorld

@inSegment

 

@Stephyena I disagree – there have been great partnerships formed and audiences built through 3rd party/relationships @jkrohrs #cmworld

@tracibrowne

 

@inSegment @SFerika @lttlewys @gregelwell Definitely will! #CMWorld

@Stephyena

 

A5: Also, don’t wait for “perfect” numbers. Leaps of faith may be needed until tech & channels provide clearer audience value info. #cmworld

@jkrohrs

 

@KyleAkerman @JimGaffigan I just lost it in my office at his bit about Dora the Explorer for legal docs. Whoops #CMWorld

@eccushing

 

A5: Your audience is worth as much as your content. Without either, you won’t get very far. #CMWorld

@repub_Hub

 

@MichaelMooneyy I often say that paid media is the “fossil fuel” of marketing. Great if you have a limitless credit card. #cmworld

@jkrohrs

 

 

 

 

Q6: Who in the organization should be responsible for tracking and growing your proprietary audience? #CMWorld

 

@jkrohrs – For NCV , wouldn’t a conversion from your own audience be more valuable than from a 3rd party? How do you compare them? #cmworld

@Ebyline

 

@repub_Hub So true! There needs to be VALUE in both. #CMWorld

@vegecomgirl

 

@repub_Hub Different sides of the same coin. But who is in charge of Proprietary Audience Development? #cmworld

@jkrohrs

 

@tracibrowne My experience has shown me otherwise; similar to cold calling. I’m glad it has worked out for you though. #CMWorld

@Stephyena

 

A6: Not me, I’m the writer πŸ˜‰ #cmworld

@HiPhaedra

 

A6: I believe we will see the rise of the “Director of Audience Development” w/in companies much like we saw w/Content Marketing. #cmworld

@jkrohrs

 

A6: tracking and growing are two different things. Many would/should be responsible for helping grown audience #CMWorld

@MacLeanHeather

 

A5 ‘Audience’ is subjective. Who do they know & share sentiment about you with? Can’t bottle human interest, only share @CMIContent #CMWorld

@Tony_DWM

 

A6: I’m going with Community Manager but, I’m biased there πŸ˜‰ could be Marketing together with Sales/CustServ #CMWorld

@lttlewys

 

@vegecomgirl And you can get the content value from your audience insights. The two are married and go hand-in-hand. #CMWorld

@repub_Hub

 

A6: We need a person/team focused horizontally across all channels to maximize the 3 dimensions of growth–size, engagement & value #cmworld

@jkrohrs

 

@HiPhaedra Lol!! Good call πŸ˜‰ #CMWorld

@lttlewys

 

@lttlewys Community managers do a LOT πŸ™‚ #cmworld

@CMIContent

 

@Stephyena an example that comes to mind immediately is @tpldrew’s example of Tractor Supply/Chicken Whisperer very successful #cmworld

@tracibrowne

 

@lttlewys Yes you are πŸ™‚ #cmworld. Don’t you agree though that audience growth includes more?

@MacLeanHeather

 

A6. A new position will have to be created because it falls under all hats: marketing, sales, customer service, etc. #cmworld

@StudioOne

 

@lttlewys Does the Community Manager handle email? Ensure that paid media helps build audiences? Audit opt-in forms? Lots to do. #cmworld

@jkrohrs

 

@lttlewys I agree on community manager owning the relationship, and having a close partnership w/Customer Success #CMworld

@SFerika

 

@jkrohrs Do we really need a vanity position within the Org, shouldn’t it be built into an existing team? #LessSiloed #CMWorld

@lttlewys

 

@jkrohrs I agree, but think it’ll be more VP of Customer Engagement in charge of measuring and tracking such strategic campaigns. #cmworld

@njh287

 

@jkrohrs @lttlewys In a prior role, I had a comm+SM manager who owned all of that except email #CMworld

@SFerika

 

A6: It’s a great opportunity for collaboration between PR/Brand and #contentmarketing teams to work on PAD #CMWorld

@vegecomgirl

 

@jkrohrs @lttlewys Some certainly do. #CMWorld

@MacLeanHeather

 

@StudioOne I think this is @jkrohrs point, if you ask me. #CMWorld

@tsledzik

 

@lttlewys It will start informally as part of existing team. In smaller orgs, may be one person. But in large ones, a team needed. #cmworld

@jkrohrs

 

@tracibrowne @TPLDrew I’m not familiar. Mind explaining a bit more? #CMWorld

@Stephyena

 

@jkrohrs Agree, lot to do and yes, most of us do, to some extent or have direct link to all owned media being sent out #CMWorld

@lttlewys

 

A6 – our own @Kaitlynn_Russo handles something like this already #cmworld

@Ebyline

 

@CMIContent @jkrohrs Okay to keep some level of paid media. Probably should not be highest mktg spend for many companies though. #CMWorld

@KyleAkerman

 

@SFerika So you were getting close to having that person “on the wall” in charge of all Proprietary Audience Development. #cmworld

@jkrohrs

 

@Stephyena his book Brandscaping has many examples of building successful partnerships to grow your audience #cmworld

@tracibrowne

 

A6. I’ve often seen PR/Brand and Mktg as siloed. Being in a biz where brand is #1, anything to connect them would bring value #cmworld

@vegecomgirl

 

Q7: How often should you monitor your audience development efforts? #cmworld

 

@jkrohrs @repub_Hub Someone w/sales & development background would work w/your content marketing team-It can’t fall all on person. #CMWorld

@repub_Hub

 

@lttlewys How is it vain to have someone managing assets that have real $$$ value. CFO sure isn’t vain. (well, depends on the CFO). #cmworld

@jkrohrs

 

@tracibrowne Ohh, that book is in my stack!! I just met @TPLDrew last month…. amazing!! #CMWorld

@lttlewys

 

A7: Depends on your brand, bandwidth, industry & objectives. But regardless, you should be watching top-line: size/engagement/value #cmworld

@jkrohrs

 

@jkrohrs Lol!! Agree… it’s not the person, it’s the title… This is an important aspect of any Co, needs to be team collected #CMWorld

@lttlewys

 

@tracibrowne I’ll check it out! Might learn something new. #CMWorld

@Stephyena

 

A7 – At least weekly when a sign up campaign is active #cmworld

@Ebyline

 

@SFerika I like it when you agree with me, thank you!! *curtsy* #CMWorld

@lttlewys

 

@lttlewys: @jkrohrs Like so many aspects of content marketing, audience development is a team sport #cmworld

@CMIContent

 

@tracibrowne @Stephyena Agreed, if you’re ignoring 3rd party relationships you may be missing big opportunities #cmworld

@ScottLum

 

@CMIContent @jkrohrs Yay Team!! *shakes pom poms* #CMWorld

@lttlewys

 

@CMIContent Likely, some of the “metrics of interest” for audience development are already in you digital plan. Start there. #CMWorld

@tsledzik

 

A7: Imagine walking into mktg dept. & seeing a ticker display showing size/engagement/value of ALL your audiences–not just social. #cmworld

@jkrohrs

 

@vegecomgirl they’re so intricately connected digitally now that you can’t separate them and be successful #CMWorld

@eccushing

 

@CMIContent @lttlewys @jkrohrs #contentmarketing breaks down walls! #CMWorld #goteamgo I’ll stop cheerleading for today.

@vegecomgirl

 

@CMIContent @lttlewys @jkrohrs Agreed. It can’t be done in isolation. #cmworld

@MacLeanHeather

 

@ScottLum Good Morning!! #CMWorld

@lttlewys

 

@vegecomgirl It’s why we love this community — it feels like a team! #cmworld

@CMIContent

 

@lttlewys Hey Brandie. Just lurking and learning today. Kinda… #cmworld

@ScottLum

 

A7: Companies usually address these issues when there is a problem. It’s much more valuable to monitor what you’re doing right. #cmworld

@MichaelMooneyy

 

@eccushing Sadly some companies have yet to figure it out. Putting PR/Brand first & letting marketing & strategy fall behind #cmworld

@vegecomgirl

 

@ScottLum Ohh, well, glad we dragged you out of “LurkMode” interesting conversation! @jkrohrs has some fascinating comments #CMWorld

@lttlewys

 

Q8: Does someone own audience development in your org? Or is this a team effort? #CMWorld

 

@lttlewys the #mindmeld is very common w/you πŸ˜‰ #CMworld

@SFerika

 

A7: Always, you should be monitoring, tracking and even be ready to shift all the time! Audience is organic, always moving #CMWorld

@lttlewys

 

@jkrohrs Are there specific metrics you use to measure engagement? Or does it depend on the channel? #cmworld

@michelelinn

 

@CMIContent seemingly late on this! Should always be a team effort in my opinion! #CMWorld

@BrockbankJames

 

A7: Or paying for more media than you should. #cmworld

@jkrohrs

 

A8 – Like most things in mktng, there should be one leader and many contributors #cmworld

@Ebyline

 

A8: Depends on the size of the audience and the maturity of the program. We have teams from a handful to huge. #cmworld

@ScottLum

 

@jkrohrs Looks like Google Analytics is trying to emphasize this w/ its new Channel section in “Acqusition” tab. #CMWorld

@KyleAkerman

 

@Ebyline Agreed. Someone always needs to own even if there are many contributors. #cmworld

@CMIContent

 

@michelelinn I see engagement as “warming up the crowd.” In email, it ensures delivery. In social, visibility. In mobile apps, use #cmworld

@jkrohrs

 

A8: It might be owned by one person, but acted upon by a team. Again team effort. #CMWorld

@MacLeanHeather

 

@CMIContent I own it through osmosis (#socialmedia, #blog are all my responsibilities) #CMWorld

@eccushing

 

Really excited to participate & learn at tomorrow’s #ContentMarketing Master Class: http://t.co/iwDdpKBtQS #cmworld

@SarahSkerik

 

@KyleAkerman I think it’s interesting that Google renamed a number of sections in analytics #cmworld

@michelelinn

 

A8: if everyone participates, the audience experience will be much richer. Though typically, mktg drives #CMWorld

@Steph_Montreuil

 

A8: Should be a team effort. Size is dependent on your company and how vast is your online and offline engagement. #CMWorld

@iCopyright

 

Thanks guys, gotta go engage with my audience now! #cmworld

@HiPhaedra

 

@ScottLum you say lurk…I say stalk πŸ˜‰ @lttlewys #cmworld

@tracibrowne

 

A8: With @exacttarget, audience development is a team effort, but we’re taking the steps to evolve it due to its critical nature. #cmworld

@jkrohrs

 

A8: Audience development is definitely a team effort. We all have the same goal in mind. #CMWorld

@Stephyena

 

@HiPhaedra Thanks for joining us! #cmworld

@CMIContent

 

@CMIContent to me, it’s without a doubt social! Dependent on industry though! #CMWorld

@BrockbankJames

 

A8: That’s not to say audience development shouldn’t be a team effort if evolved–just that it needs a QB to lead. #cmworld

@jkrohrs

 

@michelelinn @jkrohrs Depends on how you define engagement. Some think it is only “likes” & “shares”. Much more when done right #cmworld

@MacLeanHeather

 

@lttlewys hey stranger πŸ˜‰ #CMWorld

@Steph_Montreuil

 

A8: Everyone participates, @Readz, we use the team, utilizing all our differ strengths #CMWorld

@lttlewys

 

A8. We have someone handling digital. All else is from PR/Brand. We need #ecommerce in there too! Oh how I wish we’d all connect! #cmworld

@vegecomgirl

 

@CMIContent @Ebyline also agreed…whilst I feel it should be a team effort, it does need a clear leader! #CMWorld

@BrockbankJames

 

@michelelinn Me too! They made so many changes the last 1-2 months. Still trying to figure it all out πŸ™‚ #CMWorld

@KyleAkerman

 

@Steph_Montreuil Hiya!! Nice to see ya! #CMWorld

@lttlewys

 

Q9: Where do personas fall into the audience development process? #cmworld

 

@jkrohrs that would help eliminate redundancies. #CMWorld

@MichaelMooneyy

 

@MacLeanHeather I think so, too. Likes and shares just touch the surface. Does not mean someone is engaging #cmworld

@michelelinn

 

@HiPhaedra Well played! #CMWorld

@KyleAkerman

 

A8: An expert is needed to guide a team. But you need a team to guide an expert. #CMWorld

@repub_Hub

 

@KyleAkerman Ohh, when you figure that out, can you please share ur notes?? Oye, so confused!! #CMWorld

@lttlewys

 

@CMIContent A9: You have to understand your audience to know how to attract and keep them #CMWorld

@atxcopywriter

 

@CMIContent @Ebyline Totally. Either someone is accountable or no one is! #CMWorld

@JakeDParent

 

@michelelinn Exactly! Just because I “like” something doesn’t mean I will buy or recommend #CMWorld

@MacLeanHeather

 

@ScottLum sounds like my second husband… @lttlewys #cmworld

@tracibrowne

 

A9: Personas are one component to understand your audience – a good shortcut to start with. #cmworld

@ScottLum

 

A9: Personas should enhance the brand, make overall voice stronger, more personable. That adds the personal connect to the audience #CMWorld

@lttlewys

 

@lttlewys @kyleakerman I think we should publish a post on CMI to help people understand the changes! #cmworld

@CMIContent

 

@jkrohrs It should be “all” your engagement and not just social. Have to look at all channels. #CMWorld

@MacLeanHeather

 

@vegecomgirl Yep. Understanding the space/analytics is key, but PR tied to relationship building and storytelling is the heart. #CMWorld

@tsledzik

 

@michelelinn @MacLeanHeather I agree. Likes and shares are just actions. They aren’t actual connections. #CMWorld

@vegecomgirl

 

A9 – Personas should optimize your email copy, so you can maximize conversions and nurturing #cmworld

@Ebyline

 

@tracibrowne ROFL!! Just spewed my coffee!! Glad @ScottLum came out and sidelined the convo #CMWorld

@lttlewys

 

Q9: Personas drive your understanding of your audience composition within specific channels & help you optimize communications. #cmworld

@jkrohrs

 

A9: You need to know #persona pain points to start. What good is having someone’s attention if you don’t speak their language. #cmworld

@MichaelMooneyy

 

A9. Personas can humanize your brand, your content AND your audience. Dare I say #peoplefirst? #CMWorld

@vegecomgirl

 

@lttlewys Google Analytics is a tool I’m looking at almost everyday. I’d love to help you. Let’s chat later πŸ™‚ #CMWorld

@KyleAkerman

 

@CMIContent I totally agree or maybe a series! Coz, so much info and so many changes!! You should talk to @kmullett. @KyleAkerman #CMWorld

@lttlewys

 

A9: I think personas are a critical component of this…and the content marketing mission statement…should drive everything! #cmworld

@gregelwell

 

A9: Are people familiar with Facebook’s Custom Audiences? Some fascinating opportunities there to target segments of subs & fans. #cmworld

@jkrohrs

 

@lttlewys Nice to see you too πŸ™‚ #CMWorld

@Steph_Montreuil

 

A9: Trick is not to let the persona documents be the end of your understanding of your audience – needs to evolve #cmworld

@ScottLum

 

Q9: Personas help you understand how to reach & communicate with your audience. An audience is almost always split into segments. #CMWorld

@Stephyena

 

@jkrohrs Persons: you need to target and be efficient, so these help when looked at properly. #CMWorld

@tsledzik

 

@CMIContent See, I did read and learn something from Joe’s new book! #cmworld

@gregelwell

 

Would love to learn more. Maybe a post? >> @jkrohrs: A9: Are people familiar with Facebook’s Custom Audiences? #cmworld

@CMIContent

 

Q10: What is the common theme of companies with strong proprietary audiences? #CMWorld

 

@vegecomgirl Well said! #CMWorld

@iCopyright

 

Personas are important, I think a lot of people start developing them by accident – join twitter and then realize the opportunity #CMWorld

@Steph_Montreuil

 

@CMIContent @lttlewys Let’s chat later about it πŸ™‚ #CMWorld

@KyleAkerman

 

@CMIContent Sure thing. #cmworld

@jkrohrs

 

Exactly! MT @jkrohrs Q9: Personas drive your understanding of your audience composition within channels & help you optimize comm. #cmworld

@Stephyena

 

A10: Strong proprietary audiences are there for brands when they need them because the brand has invested in their needs/interests. #cmworld

@jkrohrs

 

A10: Clear voice, valuable content and aware of who and what their audience wants #CMWorld

@lttlewys

 

A9 mapping your personas to your email data can help create more targeted, actionable content too #CMworld

@SFerika

 

@iCopyright why, thank you! #CMWorld

@vegecomgirl

 

@CMIContent Q10 – A brand story that connects. #CMWorld

@tsledzik

 

A10: Flip-side. Weak proprietary audiences (subscribers, fans, followers) are unresponsive because the brand let them go “cold.” #cmworld

@jkrohrs

 

A10 – the common theme? Maybe Genesis? πŸ˜‰ #cmworld

@Ebyline

 

A10: There’s a reason Fallon, Kimmel & Letterman all have warm-up acts each night. They literally warm-up the crowd. #cmworld

@jkrohrs

 

That’s the beauty of social – audience becomes dynamic where we can grow our understanding – unlike push marketing #cmworld

@ScottLum

 

@MichaelMooneyy Yep. People will trust you to solve their problem only AFTER you show you understand & empathize w/ their plight #CMWorld

@KyleAkerman

 

@Steph_Montreuil And they can evolve as your content marketing strategies evolve. #CMWorld

@repub_Hub

 

A10: And that’s how we should look at ongoing audience engagement, in part. Keeping our audiences “warm” for when we need them. #cmworld

@jkrohrs

 

A10 A focus on being the key resource in a specific area for their audience– not everything to everyone #Cmworld

@SFerika

 

Headed on out – what a great #CMWorld today! Thanks to @CMIContent and @jkrohrs!

@inSegment

 

@lttlewys @CMIContent @KyleAkerman you rang? How may I be of service? #CMWorld

@kmullett

 

A10: they provide value & evolve. It’s really that simple. When you become out of touch, audience opts out #CMWorld

@Steph_Montreuil

 

Did we miss your question in today’s chat? Email cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld

@CMIContent

 

@inSegment Thank you for joining us! #cmworld

@CMIContent

 

Must run. Great chat everyone! Until next time. Thank you for organizing @CMIContent #CMWorld.

@Stephyena

 

Thanks all for a great #cmworld chat. For those interested, doing a free webinar at 2PM today: https://t.co/bC6h2uxaIp

@jkrohrs

 

@Stephyena Thanks for all of your great insights, Stephanie! #cmworld

@CMIContent

 

 

 

@kmullett We were just chatting all the changes to Google Analytics πŸ˜‰ @CMIContent @KyleAkerman #CMWorld

@lttlewys

 

Thank you @jkrohrs for your great insights on audience development! We learned so much! #CMWorld

@CMIContent

 

And if you do pick up a copy of @AudiencePro, I’d be honored if you review it and/or drop me a line with your thoughts. Thanks! #cmworld

@jkrohrs

 

Great discussion! Thanks @jkrohrs @CMIContent and everyone for your terrific insights! #CMWorld

@repub_Hub

 

@jkrohrs Thanks for the great discussion!! Very interesting! #CMWorld

@lttlewys

 

Thanks @jkrohrs and @cmicontent #cmworld

@Ebyline

 

Upcoming #CMWorld chat dates/speakers: http://t.co/PcYRzG5TGs Next wk it’s content execution with @heidicohen!

@CMIContent

 

@CMIContent Thanks for great chat today! #CMWorld

@vegecomgirl

 

@CMIContent another great chat! See you at CMI Master Classes tomorrow #CMWorld

@MichaelMooneyy

 

@ScottLum Glad you were able to jump in, today!! Been missing you at chats lately!! #CMWorld

@lttlewys

 

@repub_Hub @vegecomgirl @lttlewys @Ebyline @jkrohrs Thanks so much for joining! Great conversation! #cmworld

@CMIContent

 

@SFerika Yes, if you’re not sure about your brand story, start by helping and doing what you do best. #CMWorld

@tsledzik

 

More info on today’s #CMWorld chat guest @jkrohrs and his new book AUDIENCE (@audiencepro): http://t.co/LGOBzFhkQW

@CMIContent

 

@MichaelMooneyy Looking forward to it! Stop by and say hello! #cmworld

@CMIContent

 

@tracibrowne Great #CMWorld today!! Hope you have a great rest of your day!!

@lttlewys

 

@SFerika Let me know what is in the oven!! Eager to see what is on the baking schedule! Have a great day! #CMWorld

@lttlewys

 

@jkrohrs Thank you for your time and insight! Your @smexaminer podcast was great too! #CMWorld

@MichaelMooneyy

 

A10: You need a strong commitment throughout the org to build and support proprietary audiences – not short term #cmworld

@ScottLum

 

@lttlewys Thanks. I’m glad I found this chat. Lots of great cutting edge discussion going on… #cmworld

@ScottLum

 

Thanks @CMIContent for a great #CMWorld chat! Learned a lot from everyone and @jkrohrs.

@iCopyright

 

@ScottLum Totally!! It’s my new fav chat!! Really well done!! And, amazing line up for the rest of the year!! #CMWorld

@lttlewys