Audience: Marketing in the Age of Subscribers, Fans & Followers -- Copyright -- Contents -- Foreword -- Introduction: Why AUDIENCE? -- Part I: The Audience Imperative -- Chapter 1: Audiences as Assets: Think Like The Boss -- The Boss Is Worried -- The Audience Imperative -- The Audience as Asset -- Proprietary vs. Owned -- Chapter 2: The Audience Imperative: Our Hybrid Source of Business Energy -- Marketing's Fossil Fuel -- Renewable Marketing Energy -- The Hybrid Marketing Era -- Chapter 3: Your Proprietary Audiences: Seekers, Amplifiers & Joiners -- SEEKERS -- What SEEKERS Want -- How SEEKERS Are Acquired -- The Value of SEEKERS -- AMPLIFIERS -- What AMPLIFIERS Want -- How to Acquire AMPLIFIERS -- Why AMPLIFIERS Share -- The Double-Edged Sword of AMPLIFIERS -- JOINERS -- What JOINERS Want -- Obtaining Permission from JOINERS -- The Four Rights of JOINERS -- Chapter 4: The VIP Joiners: Subscribers, Fans & Followers -- SUBSCRIBERS -- What SUBSCRIBERS Want -- How SUBSCRIBERS Are Acquired -- FANS -- What FANS Want -- How FANS Are Acquired -- FANS Serving FANS -- FOLLOWERS -- What FOLLOWERS Want -- How FOLLOWERS Are Acquired -- Chapter 5: Beyond Don Draper: Paid, Owned & Earned Media -- Paid Media -- Owned Media -- Earned Media -- How Earned Media Is Made -- Converged Media -- Chapter 6: Increase What Matters: Size, Engagement & Value -- Size -- Relative Size -- Database Size -- Audience Reach -- Engagement -- Engagement for Social Media Visibility -- Engagement for Email Delivery -- Engagement for Increased Mobile App Usage -- Value -- Lifetime CUSTOMER Value (LCV) -- Lifetime Incremental Value (LIV) -- Campaign Conversion Value (CCV) -- Net Equivalent Value (NEV) -- Direct Comparative Value (DCV) -- Comparative Incentive Value (CIV) -- Organizational Value -- Chapter 7: A Larger Font: Our Long-Term Responsibilities -- Embrace Change Permanently.

Ditch The "Not My Job" Atttitude -- Retrain Your Agencies -- Respond to Results, Not Headlines -- Never Stop Learning -- Part II: The Audience Channels -- Chapter 8: Website: Marketing's Magnetic Center -- Chapter 9: Email: The Bedrock Audience -- Email Is a Must-Have -- Chapter 10: Facebook: Making It Personal -- Chapter 11: Twitter: Real-Time Characters -- Serve CUSTOMERS -- Engage FOLLOWERS -- Celebrate AMPLIFIERS -- Chapter 12: Blogs: A Website by Another Name -- Chapter 13: Mobile Apps: Audiences on the Go -- Answering the Why -- Build Mobile App SUBSCRIBERS -- Build Email and Push Reengagement Channels -- Optimize Your Mobile Audience Experience -- Chapter 14: LinkedIn: The Professional Audience -- Content and Influence -- FOLLOWERS and Amplification -- Community -- Chapter 15: YouTube: Internet Built the Video Star -- SUBSCRIBERS on the Tip of Their Tongue -- Ask for the SUBSCRIBE -- Chapter 16: Google+: The Great Unknown -- Chapter 17: Pinterest: A Collection of Beautiful Followers -- Chapter 18: SMS: Cutting through the Clutter -- Chapter 19: Instagram: Moving Pictures -- Chapter 20: Podcasts: Listen Carefully -- Chapter 21: Other Audience Channels: More? You Want More?!? -- Part III: The Audience Roadmap -- Chapter 22: Map & Align: Strategy and Team -- 1. Assemble a Team -- A Team of Many from One -- Take a Page from Traditional Publishers and Broadcasters -- 2. Audit Your Existing Efforts -- Paid Media Discovery -- Owned Media Discovery -- Proprietary Audience Discovery -- EMPLOYEE and PARTNER Discovery -- Document the Holes -- 3. Set Your PAD Goals -- 4. Articulate Your PAD Strategy -- Chapter 23: Build & Engage: Audiences on Demand -- Tactic #1: Talk to People -- Tactic #2: Websites & BLOGS -- Tactic #3: Content Marketing -- Tactic #4: Search Engine Optimization -- Tactic #5: Organic Growth -- Tactic #6: Product Packaging.

Tactic #7: Email Opt-In Form -- Tactic #8: Social Login -- Tactic #9: Social Icons -- Tactic #10: Overlays & POP-UPS -- Tactic #11: Signage & DOOH Advertising -- Tactic #12: Cross-Channel Promotion -- Tactic #13: E-Commerce Checkout -- Tactic #14: Post-Purchase Confirmation & Communications -- Tactic #15: Search Advertising -- Tactic #16: Facebook, Twitter, & Other Social Advertising -- Tactic #17: In-App Mobile Advertising -- Tactic #18: Television, Video, & Radio Advertising -- Tactic #19: SMS -- Tactic #20: Mobile Apps -- Tactic #21: Direct Mail, Print Advertising, & Circulars -- Tactic #22: Co-Marketing -- Tactic #23: Contests & Giveaways -- Tactic #24: Hashtags -- Tactic #25: Events -- Tactic #26: Social Widgets & Mosaics -- Tactic #27: Appending -- Looking for More? -- Chapter 24: Serve, Honor, Deliver, Surprise & Delight: The Red Velvet Touch -- 1. Serve (The Red Velvet Glove) -- 2. Honor (The Red Velvet Throne) -- 3. Deliver (The Red Velvet Theater) -- 4. Surprise (The Red Velvet Rope) -- 5. Delight (The Red Velvet Cupcake) -- Chapter 25: Test & Evolve: What Marketers Can Learn from 5,000 Years of Football -- Test, Measure, and Assess -- Marketing Lessons from 5,000 Years of Football -- The Many Ways to Accommodate Your Audience -- The Next Big Thing -- Conclusion -- Notes -- Acknowledgments -- Index.