Social Content Marketing on SlideShare by @ToddWheatland

  • 86,527 views
Uploaded on

From a webinar on Social Content Marketing with SlideShare on Tuesday December 11th 20. Our special guest is Todd Wheatland, author of the recently published Marketer’s Guide to SlideShare. The …

From a webinar on Social Content Marketing with SlideShare on Tuesday December 11th 20. Our special guest is Todd Wheatland, author of the recently published Marketer’s Guide to SlideShare. The webinar is of particular interest to B2B marketers from large organizations looking to leverage SlideShare for content marketing. I

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Fantastic presentation Todd! I thought your presentation at Social Media Marketing World 2014 was one of the best I saw.
    Are you sure you want to
    Your message goes here
  • @garystockton Hi, Gary. Thanks for your message to me. I am ready to write the New Book with Real Contents / Nanotechnology/New IPof Nano//. Contents is King with the Real Evidence. Best Regards, Sergey .
    Are you sure you want to
    Your message goes here
  • glad to have discovered your work via Social Media Marketing podcast, am enjoying your book immensely.
    Are you sure you want to
    Your message goes here
  • Hi, Tood, i have business to discuss with you, i dont maybe here is best place to discuss it
    Are you sure you want to
    Your message goes here
  • hi thanks for this information mohamed sallaoui
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
86,527
On Slideshare
0
From Embeds
0
Number of Embeds
14

Actions

Shares
Downloads
249
Comments
13
Likes
70

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • JOEThe Category Creation example used in the SS book Foreword.The Challenge / Backstory:Business needed to create a new category, fastWhat does it take?CustomersCompetitionIndustry Analysts MentionFinancial Analysts CoverSuccess:Major financial analyst used the term, incl acronymAmid the marketing high-fives, what the CEO wanted to know was: How did this happen?Everyone tore into the analyticsSlideShare:Dashboard shows exactly who downloads content related to the new categoryShowed name of Analyst, date-stamped Could show CEO that Analyst downloaded the report 2 weeks prior to publishing the articleCause / Effect
  • What does this show?:1) SlideShare’s community consists of the most influentialvoices in business; 2) SlideShare-hosted content can have a remarkable impact on a company’s performance; 3) shines a light on the rich data available to Pro users.
  • Community + content + data =the trifecta of effective content marketing.
  • TODDKey points:1) That’s a lot of people to see your stuff2) Huge traffic = huge search engine credibilityYour content on SS will almost definitely rank more highly than it will on your own site
  • These are the 6 most-used tags on SlideShare.This is a social platform that is all about business, not dancing cats.Research and problem-solving sits at the center of visitors’ intentions.
  • Allows you to add audio and video to presentations.It can also host:Word documentsInfographicsHD videosWebcastsAllows you to build out one of the most complete business profiles of any social site – including blog feeds.Allows you to capture leads and integrate with your marketing automation and Salesforce accounts.
  • TODDSo last year I stood up here in the B2B track and asked the audience how many people were using SlideShare.And it was about 20% of the room.Now in that same session we also asked how many had seen The Princess Bride – and it was 85% of the room.Now I don’t want to suggest that marketers have their priorities wrong….and it is a great movie. But that’s crazy.Now this is a session specifically about SlideShare so let me ask – how many of you are active on SlideShare? Pro Account users? Have gained a business opportunity, or won new business as a direct result of the account?
  • Well, strangely enough – after that session I decided to write a book on SlideShare. Everyone who invested time with SlideShare were raving about it.Eloqua were saying it was their #3 most important platform – behind only their own website and blog. More important to them than Twitter, LinkedIn and Facebook?And it wasn’t just Eloqua - Michael Brenner from SAPLee Odden from TopRankJay Baer from Convince & ConvertAnd – from my own company, where we were seeing real business leads coming every week. So what about that 80%? It’s like everyone’s so busy getting people to ‘Like’ them on FB that they ignored the platform that’s actually built for B2B marketers.
  • So first I’m going to share with you the points in the Content Marketing process where SlideShare can add value.And then I’m going to dive into the most effective ways you can leverage SS right now to grow your business.
  • The people who might like to buy your product have certain characteristics in common (as well as other things that make them unique). Understanding these different ‘personas’ and the issues they face as they get closer to making a purchase decision, allows you to most accurately target your content to be discovered at the right time. Slideshare can assist throughout this process. It allows you to structure your content to target specific personas, and buying stages. The greater the degree of targeting, the more powerful Slideshare becomes in delivering viewers sourced through very specific keywords. And Slideshare’s ability to work with content in virtually any digital format means that the right form of conversation can be initiated at the right stage of the buying process.________We all know the need for PERSONAS.Look at the profiles of people following other similar accounts, see what content they’re relating to/sharing/commenting onSS’s SEO via transcripts is awesome.
  • Slideshare itself is a powerful source of ideas and potential content topics. For my own company, we use SS as well as external research and v-o-customer calls to helps shape our future content development.Unlike other platforms which are format-specific (think of Podcasts on iTunes, video on Youtube), Slideshare can stretch to cover pretty much any format you will develop. One little-used but powerful approach is to produce content specifically for Slideshare, or modify existing pieces to be optimized. This is the 10% of extra effort that can yield 100% improvement in results, and this guidebook will get you there.SlideShare is GREAT for finding new ideas for contentIt’s NOT format specific – it’s not iTunes/Podcasts, or video on Youtube) – it can stretch most placesCustomize content specifically for SS ! No-one’s doing this. They should!The extra 10% of effort can yield 100% lift in results.
  • Slideshare will get your content in front of a larger audience. We’ve received views in the many tens of thousands for pretty heavy research pieces. It’s unheard of.Its high-value SEO will bring people directly to your content from search engines. There’s a great example in the book where a car dealership is uploading car spec sheets to SS and getting page 1 Google results for Chevy Silverado.The Slideshare Player can be embedded directly onto any website where you have an Outpost or are blogging. It’s use of HTML5 means content is playable on all mobile devices. And through its widgets and integrations, your content can be displayed professionally on your own website or blog, and pull into your other social networks like Linkedin, Twitter and Facebook.Bigger on-site audienceHuge SEO -> search engine trafficPlayer can be embedded directly onto any website where you have an outpost, or are bloggingHTML5 – playable on all mobile devicesWidgets/integrations + social sharing
  • Through a range of different APIs and connectors, Slideshare is both a distribution and promotion platform for your content. You can connect with potential Influencers in your industry or target market directly on Slideshare, which can increase your visibility and credibility within their own networks. Page visitors, whether viewing your content on Slideshare or any other website, can promote your content directly into their own social networks. And Slideshare’s app is also the most popular on Linkedin, which significantly extends the reach and promotion power of your content._______________Connect with influencers directly on SS. Player has great social sharing features, both on SS and embeddedAnd – as we’ll explore, the LI connection dramatically extends the reach
  • The rise in social networking has been met with a parallel rise in bewilderment in how to measure it. CEOs seem convinced their companies need to ‘be’ on Twitter, but would seem harder-stretched to say why. A whole industry of social analytics firms has sprung up with Apple-cool software products to tempt marketers with shiny things that move. But what do you want to measure, really? What’s the one thing your finance guy might actually agree with? Activity like website visits, downloads, subscriptions, etc, they’re all fascinating – and Slideshare can give them to you in spades. But where Slideshare blows everything else away is in the highly customizable way you can generate and report on business leads. Real people, reading your content, asking to be contacted.
  • At the very least, get an entry-level Pro account. It’s $19 a month. Just do it.Without the Analytics, you can’t learn enough to grow and expand your influence.-> 2 favorite reports, and why
  • At the very least, get an entry-level Pro account. It’s $19 a month. Just do it.Without the Analytics, you can’t learn enough to grow and expand your influence.-> 2 favorite reports, and why
  • At the very least, get an entry-level Pro account. It’s $19 a month. Just do it.Without the Analytics, you can’t learn enough to grow and expand your influence.-> 2 favorite reports, and why
  • At the very least, get an entry-level Pro account. It’s $19 a month. Just do it.Without the Analytics, you can’t learn enough to grow and expand your influence.-> 2 favorite reports, and why
  • Tips:As little info as possibleLayering formsLocation of forms / get in touchNever use Mandatory (or vary sparingly)Remove for ‘above the funnel’ contentPrompt easy sign-up for recurring activity (ie Newsletters)Linking out v Staying on-siteCustomizable Qns (Platinum accounts)Integration (Eloqua / Salesforce)
  • Tips:You WANT interaction – Comments/LikesInteraction on LI = potential for Trending on LI TodayLI Today = Traffic. Lots of traffic.Customize posting comments for each groupDon’t re-post the page descriptionSend to Individuals (use, but sparingly)
  • This is the most important thing you’re going to hear all day.I’m only going to say it once. Do this one thing, and your chances of generating traffic from LinkedIn escalate dramatically. <Example>
  • CUSTOMIZE UPDATESMake the same content relevant for different audiences by modifying the post message only – UPDATE / GENERALIST GROUPS‘For those who couldn’t make it to Event X last week, I’ve posted my entire keynote presentation for free download here. As always, I’d really appreciate any comments or feedback.’ HEALTHCARE INDUSTRY GROUP‘Why does the healthcare industry still struggle with social media? I explored this during my recent keynote at Event X. I’ve posted the entire presentation for free here. I’d love to hear your thoughts.’ SOCIAL MEDIA MARKETING GROUP‘Is this the end for social media? I’ve just made my entire presentation from Event X available for free download. Thanks for the great feedback already—as always, keen to hear your feedback.’
  • Tips for the App:Discover LI contacts on SSWhat to show on your LI profileCustomizing the LI profile widgetVideos on profilesPrioritizing Apps on LI
  • Tips for the App:Discover LI contacts on SSWhat to show on your LI profileCustomizing the LI profile widgetVideos on profilesPrioritizing Apps on LI
  • It blows. And given the LI acquisition of SS, it probably will continue to blow.BUT – here’s an awesome FB posting tip for visual content.Don’t just link to it – that will pull in a thumbnail with a page description. Upload a compelling image of the SS pres, then post a comment on it with a link back to the SS page (or that page embedded on your own site).(VISUAL of posts using the different methods)
  • Business Audience, eager for InformationSupports Content Marketing throughout the ProcessCan handle wide range of content types (presentations, whitepapers, ebooks, infographics, webcasts, HD videos)Allows customizable linking and lead-gen approachesCombined with LI, there is no stronger B2B marketing platform.Now before we head into qns, let me share with you 2 examples that just might surprise you. If there was any doubt that there was more to SS than you thought – listen up.
  • Joe shared earlier the incredible traffic that SlideShare gets.One of the obvious benefits of that is juice with search engines.The same piece of content loaded onto your own website will almost always rank lower on Google than on SS.Vande Hey Brantmeier example from bookA car dealership in Wisconson, Vande Hey Brantmeier, produces a series of seven-page documents, each one detailing a specific new vehicle model available through the dealership. They are simple, structured documents, heavy with specific keywords. On toggling the player to full-screen, the document is readable on-screen, with clear contact details.The document also links repeatedly back – by promoting ‘View this vehicle Online’ - to a specific page on Vande Hey Brantmeier’s own website.
  • Joe shared earlier the incredible traffic that SlideShare gets.One of the obvious benefits of that is juice with search engines.The same piece of content loaded onto your own website will almost always rank lower on Google than on SS.Vande Hey Brantmeier example from bookA car dealership in Wisconson, Vande Hey Brantmeier, produces a series of seven-page documents, each one detailing a specific new vehicle model available through the dealership. They are simple, structured documents, heavy with specific keywords. On toggling the player to full-screen, the document is readable on-screen, with clear contact details.The document also links repeatedly back – by promoting ‘View this vehicle Online’ - to a specific page on Vande Hey Brantmeier’s own website.
  • The Sheffield StoryYoutube v SlideShare views – chartSlideShare kicks Youtube when it comes to B2B video views+ My story from last week YT/SS

Transcript

  • 1. ‐  New
ideas
‐  Not
Format‐specific
‐  Customize!
‐  Extra
10%
effort

  • 2. ‐
Big
on‐site
audience
‐
Huge
search
traffic
‐
Player
can
be
embedded

‐
HTML
5

‐
Widgets
/
social
sharing


  • 3. ‐  Connect
with
influencers
directly
‐  Social
power
‐
LI

  • 4. ‐  Simple
 ‐  Downloadable
‐  Breadth
&
Depth
 ‐  Direct
links
to
content

  • 5. ‐  Time
stamped
‐  Referring
URL

  • 6. ‐  As
liQle
info
as
possible
‐  Layering
forms
‐  LocaSon
of
forms
/
get
in
touch
‐  Never
use
Mandatory
(or
vary
sparingly)
‐  Remove
for
‘above
the
funnel’
content
‐  Prompt
easy
sign‐up
for
recurring
acSvity
(ie
 NewsleQers)
‐  Linking
out
v
Staying
on‐site
‐  Customizable
Qns
(PlaSnum
accounts)
‐  IntegraSon
(Eloqua
/
Salesforce)


  • 7. ‐  You
WANT
interacBon
–
Comments/Likes
‐  PotenBal
for
Trending
on
LI
Today
‐  LI
Today
=
Traffic.
Lots
of
traffic.
‐  Customize
posBng
comments
for
each
group
‐  Don’t
re‐post
the
page
descripBon
‐  Send
to
Individuals
(use,
but
sparingly)


  • 8. CUSTOMIZE
UPDATES

UPDATE
/
GENERALIST
GROUPS
‘For
those
who
couldn’t
make
it
to
Event
X
last
week,
I’ve
posted
my
en<re
keynote
presenta<on
for
free
download
here.
As
always,
I’d
really
appreciate
any
comments
or
feedback.’


HEALTHCARE
INDUSTRY
GROUP
‘Why
does
the
healthcare
industry
s<ll
struggle
with
social
media?
I
explored
this
during
my
recent
keynote
at
Event
X.
I’ve
posted
the

en<re
presenta<on
for
free
here.
I’d
love
to
hear
your
thoughts.’


SOCIAL
MEDIA
MARKETING
GROUP
‘Is
this
the
end
for
social
media?
I’ve
just
made
my
enSre
presentaSon
from
Event
X
available
for
free
download.
Thanks
for
the
great
feedback
already—as
always,
keen
to
hear
your
thoughts.’


  • 9. ‐  Relaunching
TODAY
‐  Powering
Images,
Videos,
Documents,
 PresentaSons
on
Profiles
‐  Can
add
to
Summary,
Experience
and
 EducaSon
secSons

  • 10. Image
posts
get

20x
>
Engagement

  • 11. Sep
2011
 March
2012
‐  Total
Views
573
‐  BUT
‐
445
from
own
site
 ‐  In
10
days
–
813
views
‐  In
6
months,
only
130
views
on
YT
 ‐  No
embeds
or
promoBon

  • 12. Small
companies,
Self‐employed
1.  Create
a
self‐serve
Silver
Pro
Account
for
$19/month
 ‐  Access
to
AnalyScs
 ‐  Video
Uploads
 ‐  Ability
to
Capture
Leads
 ‐  Go
Gold
if
you
need
more
Leads
or
Branding
control
2. 
Buy
my
book!

  • 13. Larger
Companies,
Teams
1.  Contact
SlideShare’s
Sales
team
 ‐  Unlimited
control
over
leads
 ‐  Huge
control
over
branding
 ‐  Opportunity
to
create
networks
2. 
Buy
my
book!

  • 14. slideshare.net/thetalentproject

  • 15. slideshare.net/thetalentproject

  • 16. slideshare.net/thetalentproject

  • 17. slideshare.net/thetalentproject

  • 18. slideshare.net/cisco

  • 19. slideshare.net/cisco

  • 20. slideshare.net/cisco

  • 21. slideshare.net/cisco