Social Content Marketing on SlideShare, by @jowyang

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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.


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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.


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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%.


“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.


Content Marketing Can Build Stronger Brands8


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)


Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917


Listening and Learning


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SlideShare Use Case: Ideation and Research


12Image by randomcuriousity used with Attribution as directed by Creative Commons

http://www.flickr.com/photos/randomcuriosity/3445573373/

Publication


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


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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.


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Snapshot: Altimeter Group’s Network Page


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Snapshot: Altimeter Group Reports


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Snapshot: Altimeter Group Presentations


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


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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.


Artifacts Are Cross-Linked and Embedded20

Altimeter website – individual report pages

Altimeter blog

Individual analyst blogs


… And Further Amplified on Twitter21


Results: January-Present, 201222


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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


Use Case: Gathering Unqualified Leads24


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


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


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Jeremiah [email protected]

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.