Social Content Marketing on SlideShare, by @jowyang


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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.

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  • From the B2B Content Marketing 2012 Benchmarks, Budgets, and Trends study:Twitter trumps all other social media distribution types (Figure 3), and at higher rates than last year (Figure 4). That said, every social media channel is seeing increased adoption, often by 15-20%:YouTube: 47% increaseLinkedIn: 39% increaseTwitter: 35% increaseFacebook: 30% increaseIt should come as no surprise that the increased adoption rate of the video-sharing site YouTube (56%) is in line with the increase in video usage (52%). This year, Google+ joins the list of distribution channels, with an industry average of 13%. Three industries are using this channel at higher rates than other industries: professional services (19%), advertising/marketing (19%), and business services (17%). For the first time, we surveyed marketers about their use of SlideShare and Flickr, and found these channels being used at rates of 20% and 10%, respectively. Those marketers rating themselves as effective are significantly more likely to use all of these distribution channels.
  • Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed. Emerging digital technologies, platforms and channels now enable any brand to function as a media company, with very real advantages: building branding, awareness, trust, purchase intent, word-of-mouth, lowering acquisition costs and increasing engagement with target audiences. Unlike advertising, content initiatives are continual, placing new demands not just on marketing organizations but also across the enterprise as a whole.   We believe there are four stages organizations evolve through in their quest to market efficiently with content. Not every company will reach every stage; the pinnacle is more aspirational than real for most. Yet to effectively market with content organizational change and transformation must be driven from the top level of the organization. Left to the marketing department alone, success will be limited. New skills must be developed and training offered, both in digital technologies as well as in job functions more aligned with the responsibilities found at a newspaper, magazine or broadcaster than in classic marketing functions. Content requires more speed and agility than does marketing, yet at the same time it must be aligned with metrics that conform to the business’ strategic marketing goals. 
  • Chart 1: Organizational Goals for Content MarketingJust as in the previous year, marketers are adopting content marketing strategies to achieve a variety of goals. In fact, the top goals of brand awareness, customer acquisition, lead generation, and customer retention/loyalty remain the same (Figure 6). Some notable differences from last year:Fewer marketers are using content marketing to achieve brand awareness, customer acquisition/loyalty, and sales.More marketers are using content marketing for customer acquisition (referred to as customer recruitment in last year’s report), lead generation, website traffic, thought leadership, and lead management/nurturing. Chart 2: Confidence Gap: Effectiveness Ratings of Tactics Among UsersIt’s clear that marketers are feeling more assured in using content marketing to achieve their goals. Just as important, they’re more confident in how well they are using these tactics — across just about every tactic. In other words, the large confidence gap we saw in last year’s study is shrinking. Chart 2 (Figure 5 from report) shows how marketers rated the effectiveness of each tactic. While in-person events and webinars are still seen as the most effective tactics, on average, the following ranked notably higher in perceived effectiveness compared to CMI’s last report:Blogs: 45% increaseCase studies: 32% increaseVideos: 36% increaseWebinars/webcasts: 25% increaseThough social media is still considered the least effective of the top tactics, just as it was in 2010, half of this year’s respondents think it is effective. And, in fact, 61% more marketers perceive social media as effective in 2011 than last year.
  • But we do more than just follow a rigorous research process — we also believe in Open Research, which allows us to release reports under Creative Commons. This means that you can use it in your planning, presentations, and blog posts. You can download the reports and presentations directly from SlideShare.Open Research also means that we are transparent in our research process. We disclose who we spoke with during our report research phase, as well as how we collected the data. We also disclose  who we do business with to the extent we are allowed within each client relationship. At the core, we have a strong sense of integrity, and we strive to be objective in our analysis. The editing process our reports go through helps ensure we are being as objective as possible.Under no circumstances will we accept payment to write a favorable review of a product. We engage in commissioned research and provide citations only if we can ensure that our objectivity is not only practiced but also perceived.
  • Altimeter uses SlideShare for listening and learning from other strategists at leading corporations in the area of disruptive technology. We view other companies’ presentations as secondary research when publishing reports and other presentations. Shown here: Cisco, Kelly Services, and Adobe
  • Made process in July 2012 -- Each week, SlideShare unqualified lead information is submitted to the Altimeter sales team. The sales team enters all leads within Salesforce and follows up with individual leads accordingly if decided to be qualified.
  • Social Content Marketing on SlideShare, by @jowyang

    1. 1 Social Content Marketing on SlideShareFor SlideShareAug. 28, 2012Jeremiah Owyang Ross MayfieldPartner and Analyst, Vice President ofAltimeter Group Business Development, SlideShare
    2. 2 Altimeter Group provides research and advisory for business leaderschallenged by disruptive trends,to enable them to pursue new opportunities and business models.© 2012 Altimeter Group
    3. Image by Mark Garbowskiused with Attribution as directed by Creative Commons Consumers are tuning out the noise.© 2012 Altimeter Group
    4. 4 The lines between publisher, organization and consumer are increasingly blurred. Emerging technology allows any brand to function as a media company.© 2012 Altimeter Group
    5. 5 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
    6. “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
    7. Image by icebirdyused with Attribution as directed by Creative Commons Rebalance with content.© 2012 Altimeter Group
    8. 8 Content Marketing Can Build Stronger Brands© 2012 Altimeter Group
    9. 9 Altimeter’s “Open Research” Philosophy  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
    10. Image by iandavidused with Attribution as directed by Creative Commons Listening and Learning© 2012 Altimeter Group
    11. 11 SlideShare Use Case: Ideation and Research© 2012 Altimeter Group
    12. Image by randomcuriousity used with Attribution as directed by Creative Commons 12 Publication© 2012 Altimeter Group
    13. 13 Use Case: Report and Webinar Sharing, Promotion, and Amplification 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
    14. 14 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
    15. 15 Snapshot: Altimeter Group’s Network Page© 2012 Altimeter Group
    16. 16 Snapshot: Altimeter Group Reports© 2012 Altimeter Group
    17. 17 Snapshot: Altimeter Group Presentations© 2012 Altimeter Group
    18. HUB AND SPOKE Model 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
    19. 19 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
    20. 20 Artifacts Are Cross-Linked and Embedded  Altimeter website – individual report pages  Altimeter blog  Individual analyst blogs© 2012 Altimeter Group
    21. 21 … And Further Amplified on Twitter© 2012 Altimeter Group
    22. 22 Results: January-Present, 2012© 2012 Altimeter Group
    23. Image by kwanwooleeused with Attribution as directed by Creative Commons 23 Leads and Business Development© 2012 Altimeter Group
    24. 24 Use Case: Gathering Unqualified Leads© 2012 Altimeter Group
    25. 25 Tracking Leads, Per Individual Reports  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
    26. 26 Resource: Content Marketing Book  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
    27. 27 THANK YOU Jeremiah Owyang Twitter: jowyang 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.© 2012 Altimeter Group