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Presentation on Social Content Marketing by Jeremiah Owyang of the Altimeter Group at a SlideShare event on August 28th at LinkedIn.
Citation preview
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For SlideShareAug. 28, 2012
Jeremiah OwyangPartner and Analyst,Altimeter Group
Ross MayfieldVice President of Business Development,SlideShare
Social Content Marketing on SlideShare
© 2012 Altimeter Group
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Altimeter Group provides research and advisory for business leaders challenged by disruptive trends, to enable them to pursue
new opportunities and business models.
© 2012 Altimeter Group© 2012 Altimeter Group
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/
Consumers are tuning out the noise.
© 2012 Altimeter Group
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The lines between publisher, organization and consumer are increasingly blurred. Emerging technology allows any brand to function as a
media company.
© 2012 Altimeter Group
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Social media sites deliver increased publishing opportunities for brands
Every social media channel included in the Content
Marketing Institute’s 2012 report saw increased adoption for
content marketing use from the previous year, often by 15-20%.
© 2012 Altimeter Group
“Rebalance” to Meet Consumer Expectations
Advertising campaigns vs. continual initiatives
New demands on marketing departments and the enterprise as a whole
Rebalancing contributes to better marketing initiatives, more effective spending, and increased organizational alignment
© 2012 Altimeter Group© 2012 Altimeter Group
Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850
Rebalance with content.
© 2012 Altimeter Group
Content Marketing Can Build Stronger Brands8
© 2012 Altimeter Group
Altimeter’s “Open Research” Philosophy9
Motto: Use it, share it, and we’ll create more.
Release all reports under
Allows for public to use Altimeter research in their planning, presentations and blog posts – downloading directly from SlideShare
Transparent in our research process in disclosure, methodology and sourcing
Altimeter uses Attribution-NonCommercial-ShareAlike 3.0 Unported (can share and remix content, following attribution, non-commercial, and share alike guidelines)
© 2012 Altimeter Group
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
© 2012 Altimeter Group
Listening and Learning
© 2012 Altimeter Group
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SlideShare Use Case: Ideation and Research
© 2012 Altimeter Group
12Image by randomcuriousity used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/randomcuriosity/3445573373/
Publication
© 2012 Altimeter Group
Use Case: Report and Webinar Sharing, Promotion, and Amplification
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1. Go-to-market (GTM) checklist is followed internally for report and webinar publication
2. Altimeter publishes its research artifacts on its company SlideShare network, as well as individual analyst SlideShare accounts
3. Presentations are cross-linked from and embedded within Altimeter website and blog
4. Amplification is done via analyst blogs, Altimeter Twitter, and individual analyst Twitter accounts
© 2012 Altimeter Group
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GTM Checklist: Reports and Webinars
Pre-GTM, Launch GTM, and Post-Launch of Altimeter
artifacts are outlined in internal checklists. Checklists include
detailed SlideShare instructions for upload and cross-promotion.
© 2012 Altimeter Group
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Snapshot: Altimeter Group’s Network Page
© 2012 Altimeter Group
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Snapshot: Altimeter Group Reports
© 2012 Altimeter Group
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Snapshot: Altimeter Group Presentations
© 2012 Altimeter Group
HUB AND SPOKEModel Followed for
Individual Analyst Accounts
- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time
© 2012 Altimeter Group
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Snapshot: Individual Analyst Accounts
Altimeter analysts are encouraged to publish
on their own SlideShare accounts as well. All
analyst content is aggregated into the
Altimeter network page.
© 2012 Altimeter Group
Artifacts Are Cross-Linked and Embedded20
Altimeter website – individual report pages
Altimeter blog
Individual analyst blogs
© 2012 Altimeter Group
… And Further Amplified on Twitter21
© 2012 Altimeter Group
Results: January-Present, 201222
© 2012 Altimeter Group
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Leads and Business Development
Image by kwanwoolee used with Attribution as directed by Creative Commons http://www.flickr.com/photos/kwanwoolee/5025359049
© 2012 Altimeter Group
Use Case: Gathering Unqualified Leads24
© 2012 Altimeter Group
Tracking Leads, Per Individual Reports25
Majority of Altimeter’s business leads are not received through SlideShare, but rather individual analyst networks and Sales inquiries
Users can choose to give contact information to view within SlideShare, but must enter information in order to download
The Converged Media Imperative = 426 unqualified leads
The Social Media ROI Cookbook =178 unqualified leads
© 2012 Altimeter Group
Resource: Content Marketing Book26
Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media
By Rebecca Lieb, Altimeter Analyst
© 2012 Altimeter Group
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Jeremiah Owyangjeremiah@altimetergroup.co
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
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