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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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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