Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SlideShare as B2B Online Marketing Tool

88 views

Published on

A first concept for my thesis, if SlideShare could serve as a B2B online marketing tool within the DACH region and how to measure its performance.

Published in: Marketing
  • Be the first to comment

SlideShare as B2B Online Marketing Tool

  1. 1. SLIDESHARE AS (B2B) ONLINE MARKETING TOOL A PERFORMANCE ANALYSIS OF THE PLATFORM’S CAPABILITIES AND POTENTIAL FOR SEO ACTIVITIES OF COMPANIES IN THE DACH REGION
  2. 2. Problem Statement ■ Presentations & slide decks are omnipresent in companies (internal + external) – >120million people worldwide are using Powerpoint to create business/educational presentations (2010) – Require time and workforce – Often only used once, or in best case: ■ Upload to Webpage (Download & Press Section) or integration to an company- owned blog (if available) ■ Idea to reuse content for further marketing purpose – ONLINE! – (Only if content is sharable with public)
  3. 3. Introduction ■ Where do we go if we search for information? ■ Search Engines (Google) & to some extent social media – Web search (USA, 2018) ■ >90% via Google ■ Yahoo/Bing/Amazon/Facebook each about 1% – A company page is only looked up if the company is already known, and even then SE’s and social media might be looked up first ■ Goal – Good Search Engine Rankings are the key ■ Focus: Off-page SEO (Search Engine Optimization)
  4. 4. Slideshare ■ Founded in 2006 – Bought by LinkedIn in 2012 – (LinkedIn belongs to Microsoft since 2016) ■ Facts (Source: Slideshare) – 80 million users worldwide – 18 million pieces of shared content – Available in 5 languages and referring sub-domains (EN, DE, ES, PT, FR) ■ Analytics (Source: SimilarWeb) – Rank 422 (globally, according to traffic) – >80% of traffic from organic search – Avrg. 150 million monthly visits (2nd half of 2018) ■ .de-Domain – Avrg. 700k monthly visits (.pt – 10m, .es – 50m, .fr– 2m) ■ Analytics (Source: Moz) – Domain Authority: 94  .de-Domain: 94 – Page Authority: 85  .de-Domain: 66
  5. 5. Research Question ■ How to make use of the social media platform Slideshare in order to increase brand awareness? Supporting Research Questions: ■ How to increase SERP’s with the use of Slideshare? ■ How to generate Leads with the use of Slideshare?
  6. 6. Research Goal ■ Find out the optimal usage of Slideshare for companies to increase its digital level of awareness – Make use of SlideShare's good DA ■ Position your content on a high authority domain ■ Automatically helps for a “higher” rank of content in Google via SlideShare ■ Optimize presentations for SlideShare to increase individual PA – Include CTA’s in Slideshare content in order to drive traffic to own webpage ■ Increase traffic on-site (on other social media channels) – Increase Google ranking of webpage itself ■ Create Leads
  7. 7. Focus on B2B ■ Platform has a high focus on industry-specific information/insights ■ Slideshare has 5x more traffic from business owners than other websites (Source: ColumnFiveMedia)
  8. 8. Method ■ Analyze existing top-performing content through different variables – Top performer are defined by the variables: ■ Views, Likes, Interactions ■ (Google Ranking according to content-specific keywords) – Content is analyzed by the variables: ■ Visual appearance, Use of media (Image, Video), Length, Type of Content (Presentation, Infographic, Video), Posting Time, Included CTA’s, content category… ■ (Usage of content-specific keywords)
  9. 9. Value of research ■ Connects the “complicated” topic SEO with a free-to-access and easy to handle social media tool ■ This method can be easily integrated in company’s marketing structures without the need of explicit SEO specialists ■ Valuable for young companies with low DA/PA – Content gets boosted through SlideShare ■ Content on SlideShare could get ranked higher than own on-page content
  10. 10. Limitations/Pitfalls ■ Degree of familiarity in the DACH region – Out of the 100 biggest companies below 10 had existing accounts – 1 of it was active (shared content within the last 12 months) ■ SAP ■ Usage in general – Many big international companies have accounts, but no new content since 2-3 years – Slideshare-owned blog inactive since 3 years (before weekly entries) – User engagement not very active ■ Commentary section filled with ad’s and “fake” comments ■ Research so far shows tendencies for usage limitations to specific industries – (Online Marketing) Consulting, Software, Electronics, Digital-related Research,…

×