Downloaded 14 times
Uploaded byEquilibria, Inc.
Beyond the Click: SlideShare as a Lead Generation Tool
The document analyzes the effectiveness of Slideshare as a lead generation tool through a case study conducted by Equilibria, Inc. It discusses the challenges of increasing outbound clicks to the company's website and outlines a Six Sigma-based approach to optimize content for improved performance. Key insights reveal the importance of data, quality assurance, and ongoing content optimization to enhance consumer engagement and drive online sales.
More Related Content
![The Next Generation of Recruiter [Webcast]](https://cdn.slidesharecdn.com/ss_thumbnails/softlaunchwebinarfinalv2social-160315195450-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
Similar to Beyond the Click: SlideShare as a Lead Generation Tool
Beyond the Click: SlideShare as a Lead Generation Tool
- 1. BEYOND THE CLICK SlideShareas a Lead Generation Tool – a Case Study © 2016 Equilibria, Inc. All Rights Reserved
- 2. Contents Introduction The Challenge Data Mining– Six Sigma Insights Slide 03 Slide 12 Slide 19 Slide 58
- 3. Will thisJourney Lead Towards the Light of More Sales… Introductions
- 4. Image Credit: EliteMotor Performance (UK) …or Into a Bottomless, Time-Wasting Pit?
- 5.
- 6. The Journey BeganWith a Hunch 6 | INTRODUCTIONS 2009 ● My Intro to SlideShare ● Began Uploading Content ● LinkedIn Acquired SlideShare 2012 2013 ● Received Congratulatory Email from SlideShare (content in top 1% viewed) www.eqbsystems.com
- 7. So I launchedan investigation… 7 | INTRODUCTIONS www.eqbsystems.com
- 8. and was shockedby what I discovered! 8 | INTRODUCTIONS www.eqbsystems.com
- 9. A New Metric…OutboundClick 9 | INTRODUCTIONS www.eqbsystems.com
- 10.
- 11. Can an increasein lead to an increase in online sales? 11 | INTRODUCTIONS THE MILLION DOLLAR QUESTION OUTBOUND CLICKS www.eqbsystems.com
- 12. Increase OutboundClicks from SlideShare to Website The Challenge
- 13. Online Sales Process 13| THE CHALLENGE Find Content Content Engagement VIEWER CONSUMER www.eqbsystems.com CUSTOMER PURCHASE
- 14. Content Engagement Options Outbound Links Call-to-Action InboundLinks 1 2 3 4 5 14 | THE CHALLENGE Screenshotcirca1stQtr2014 Anatomy of a SlideShare Post - Engagement 2 1 3 4 5 www.eqbsystems.com
- 15. Description Viewer Comments Total Page#s Number of Views Title 15 | THE CHALLENGE Anatomy of a SlideShare Post - Stats Screenshotcirca1stQtr2014 6 7 8 9 10 6 7 8 9 10 www.eqbsystems.com
- 16. 16 | THECHALLENGE Anatomy of a SlideShare Post - Data Screenshotcirca2ndQtr2014 www.eqbsystems.com
- 17. 17 | THECHALLENGE Overcoming “The Challenge” Consumer activity on SlideShare can help us figure out which products & services to create. Not a lot of data to work with Increasing outbound click can be difficult Investigate, but don’t spend a lot of time Not convinced SlideShare is a viable lead generator MY ARGUMENT www.eqbsystems.com
- 18. 18 | THECHALLENGE Moving Forward - a New Project 2010 ● My Intro to SlideShare ● Began Uploading Content ● LinkedIn Acquired SlideShare 2012 2013 ● Received Congratulatory Email from SlideShare (content in top 1% viewed) 2014 www.eqbsystems.com ● Start project to increase outbound clicks
- 19. Using theDMAIC Methodology for Insights DATA MINING – SIX SIGMA
- 20. 6σ 20 | DATAMINING - SIX SIGMA DEFINE1 MEASURE2 ANALYZE3 IMPROVE4 CONTROL5
- 21. 21 | DATAMINING - SIX SIGMA • Content Developer • SlideShare • Scan Search Results • Email • Comment • Download • Social Share • Consumer to Lead conversion ?• Select Search Result w/ Direct or Indirect Link • Keyword Search • Confirm content addresses need • Want more info PROCESS View Content on SlideShare Search for Content Online Respond to Content Click to EQBsystems.com Defining the Path to Y – SIPOC (current state) SUPPLIERS INPUTS OUTPUTS CONSUMERS www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 22. 22 | DATAMINING - SIX SIGMA WHO Is Our Consumer? www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 23. 23 | DATAMINING - SIX SIGMA WHERE Is Our Consumer? www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 24. 24 | DATAMINING - SIX SIGMA WHAT MAKES Our Consumer Respond? www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 25. 25 | DATAMINING - SIX SIGMA HOW/WHY Does Our Consumer Respond? www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 26. 26 | DATAMINING - SIX SIGMA Voice of Customer – Extrapolation FUNCTIONALRELEVANT SUPPORTIVE • Use relevant tags/keywords • Content should match my search query • Provide content that meets my needs • Make it easy for me to share content • Include content to explain images • Include links only when they are active • Keep your promises/guarantees • Respond quickly to my inquiries/comments • Give me multiple ways to contact you www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 27. Incorrect/missing tags Incorrect/missing keywords 27| DATA MINING - SIX SIGMA Error / Defect Identification Defective Content has: www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL Missing or sub-par description Less than four pages in length Punctuation & grammatical errors Missing or sub-par call-to-action Low views (not evergreen) Non-searchable title Inactive links Incorrect information
- 28. 28 | DATAMINING - SIX SIGMA Defining Y – Outbound Click Response -1 0 1 2 25 20 15 10 5 0 OUTBOUND CLICKS (Y) FREQUENCY HISTOGRAM OF OUTBOUND CLICKS (FEB.2014) Mean 0.1724 StDev 0.5391 N 29 NORMAL 90% content with zero outbound clicks! Examine content with outbound clicks. What do they have that others don’t? www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 29. 29 | DATAMINING - SIX SIGMA Defining the Project Scope Increase outbound clicks by 15% from our accounting-related content on SlideShare to our online store in 4 months. GOAL Specific Measurable Attainable Relevant Time Based www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 30. 30 | DATAMINING - SIX SIGMA iNSANiTY Check I suspect that with an increase in the performance of each x it will lead to an increase in Y, giving us more data to test. Any increase in Y needs to be viewed as a success. SPECIFIC Yes, narrowed down to accounting-related account info MEASURABLE Quantitative, but discrete data - can’t guarantee accuracy and precision of data ATTAINABLE A very difficult task with an industry avg. of 3% outbound click RELEVANT Yes, but may not see great improvements TIME-BASED Yes, since the scale of this is small www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 31. 6σ 31 | DATAMINING - SIX SIGMA DEFINE1 MEASURE2 ANALYZE3 IMPROVE4 CONTROL5
- 32. Y = outboundclick (count) x = factors that contribute to outbound clicks 32 | DATA MINING - SIX SIGMA Measuring Relationship Between Y and x Y= f(x) www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 33. Length Download Embed Call-to-Action Email Timing Title Description Tags Keywords The pastyear has only yielded 5 outbound clicks to the online store from acct- related content on SlideShare. 33 | DATA MINING - SIX SIGMA Determining the “x” Factors www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 34. Discrete Count Digital Measurement 34 | DATAMINING - SIX SIGMA Download Data - Description www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 35. 1. Examine entirepopulation of content to determine number of downloads. 2. Calculate a weekly ratio of downloads to total views per content. 3. Express as a % up to three decimal places. 35 | DATA MINING - SIX SIGMA Download Data - Collection SAMPLE POPULATION sampling www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 36. Process appears to be incontrol for predicting the download response ratio. 36 | DATA MINING - SIX SIGMA Download Data - Representation www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 37. 37 | DATAMINING - SIX SIGMA iNSANiTY Check Now that I think we can predict our download data (process is stable)... In 6σ projects, goal is to have continuous data to determine if a statistical correlation between Y and x exists. ● Current process allows defective content to pass through ● Creates skewed data ● Outbound click data only available as of May 2013 www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL Is there a statistical correlation between outbound click, Y and Download Data (xD)?
- 38. 6σ 28 | DATAMINING - SIX SIGMA DEFINE1 MEASURE2 ANALYZE3 IMPROVE4 CONTROL5
- 39. Y = outboundclick (count) xD = download response (ratio) Is Y = f(xD) + f(x2) + f(x3) + f(x4) + f(x5) ? Prove/disprove the effect of each x on Y through statistical testing. 39 | DATA MINING - SIX SIGMA Analyzing Relationship Between Y and x www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 40. STEPS 1. Define Hoand Ha 2. Set level of significance: α = 0.05 3. Select test based on type of data. 4. Calculate p-value from selected test. Image: imgarcade.com 40 | DATA MINING - SIX SIGMA Test Hypothesis www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 41. 41 | DATAMINING - SIX SIGMA Hypothesis Theory or Fact? p-value Ho Ha < α > α CRITICAL X www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL Ha Seeing number of downloads has an effect on Viewer outbound clicks. Seeing number of downloads has no effect on Viewer outbound clicks.Ho
- 42. Accept Ho ? 42| DATA MINING - SIX SIGMA Test Results – Logistic Regression www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL Reject Ha ?
- 43. NOT READY toaffirmatively state that we have no critical x’s. Continue collecting data until all 29 pieces of content are optimized and tested against our new internal QA Checklist. Y = f(xD) + f(x2) + f(x3) + f(x4) + f(x5) ? ? ? ? ? 43 | DATA MINING - SIX SIGMA iNSANiTY Check THEREFORE… www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 44. 6σ 44 | DATAMINING - SIX SIGMA DEFINE1 MEASURE2 ANALYZE3 IMPROVE4 CONTROL5
- 45. New Process 45 | DATAMINING - SIX SIGMA + New People + New Tools www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 46. High Level ProcessMap: Lead Generation via SlideShare ContentSEOAnalystContentDeveloperViewer Search for Content Solutions Online Develop New/ Optimize Existing Content Provide Feedback on Content Description Upload/Re- upload Content to SlideShare Analyze Search Terms Used in Google Analytics Self-Identify Business Pain Point(s) Analyze Content Interaction Data in SlideShare PRO Download Content Equilibria, Inc. Alicia Butler Pierre NOTE: there is not a separate swimlane for SlideShare PRO due to real estate constraints View Content on SlideShare Add Content Description with Keywords Send Draft of Content Description to SEO Analyst START Respond to Content? Select Result with Link to Content? Response(s) Type? Share Content Email Content Comment Mark as Favorite Click-Through to Online Store Share Data Trends with Content Developer Lead to Client Conversion Process no yes Yes 2 3 START END no (Lost Viewer Opportunity possibly due to low search ranking results) yes 3 3 3 3 3 1 1 2 www.eqbsystems.com (Current State)
- 47.
- 48. Not sure whichx’s are critical, so: 1. Optimize accounting-related content first using Error/Defect checklist 2. Monitor effect on download ratio, xD 3. Test effect on outbound click, Y 4. Confirm the critical x’s 5. Optimize remaining content 48 | DATA MINING - SIX SIGMA Content Optimization Plan www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 49. 49 | DATAMINING - SIX SIGMA Content Optimization Schedule www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 50. 50 | DATAMINING - SIX SIGMA Content Optimization Example BEFORE www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 51. x2: Call-to-Action x1: ContentLength > 4pgs x3: Corresponding Blog/Video Post for Embed Viewing xD: Content can be downloaded x5: Content can be emailed 51 | DATA MINING - SIX SIGMA Content Optimization Example AFTER www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 52. 52 | DATAMINING - SIX SIGMA What Happens? How Bad? What are the Causes? How Often? Are We In Control? Murphy’s Law – Preparing for Failure What Can Go Wrong? What Action Do We Take? www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 53. 53 | DATAMINING - SIX SIGMA iNSANiTY Check We are heading in a positive direction We should see an upward shift in the mean of each control chart ● Outbound click rate increased from 5 to 23 ● Hired four additional contractors to ensure a seamless process ● Developed a control plan and FMEA to manage risk www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 54. 6σ 54 | DATAMINING - SIX SIGMA DEFINE1 MEASURE2 ANALYZE3 IMPROVE4 CONTROL5
- 55. BEFORE Mean shifted upby 132.6%. Ignore error message. 55 | DATA MINING - SIX SIGMA Process In Control, but Still No Critical x AFTER www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 56. 2 0 2 1 4 0 12 14 0 3 6 9 12 15 APP ARP CTRVAS Before After Y: outbound click from SS content to online store By this point, only 2 out of the 4 pieces of accounting- related content were optimized. It makes sense that this is also where we see the greatest improvement in outbound click. 56 | DATA MINING - SIX SIGMA Total Before Total After % Increase 5 30 600% Y: Before & After Content Optimization www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 57. The following ControlPlanning tools ensure the process runs as smoothly as possible: 57 | DATA MINING - SIX SIGMA Today’s Improvement Becomes Tomorrow’s Standard Process Maps Work Instructions Control Plan Job Aids FMEA www.eqbsystems.com DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL
- 58. Flow inFluxTM INSIGHTS
- 59. Accomplishments: • Big Yvs. Little Y (narrow) • Big Y = ↑ online sales • Little Y = ↑ outbound • Defined project scope • Project’s Y identification • Key stakeholder identification • Internal and external customer identification Deliverables: • Project Charter • Gantt Chart • SIPOC • High Level Process Map • VOC Matrix • COPQ Matrix Discoveries: • Countries with highest viewership • Broken links in online store • SlideShare changed its embedded link policy Accomplishments: • Defined process baseline performance • Identified CS process gaps & bottlenecks • Identified 5 potential x’s to answer: is y=f(x) ? • Identified Null & Alternative Hypotheses • Detailed Operational Definitions for data collection on each x Deliverables: • Value Stream Map (CS) • Affinity Diagram • Fishbone Diagram • Data Collection Plan • MSA • Control Charts • DPMO & Sigma Level • Preliminary Analysis Discoveries: • Some data easier to retrieve than others Accomplishments: • Ran statistical tests on each x; α set to 0.05 Deliverables: • Value Stream Map (IS) • Hypothesis Testing • Data Collection Plan (completed) Discoveries: • Continuous data works best for statistical testing • All of our x and Y data is discrete and considered an integer/ratio for statistical test selection • More Y data needed in order to “trust” initial results of critical x determination • SlideShare PRO’s analytical tool should be tested against Google Analytics through use of tracking content URLs Accomplishments: • Conducted pilot test on 2 out of 4 pieces of accounting- related content (VAS & CTR) • Created a J-I-T content optimization schedule Deliverables: • Value Stream Map (FS) • FMEA • Content Optimization Schedule Discoveries: • Outbound click rate increased on the 2 pieces of optimized content • New FS process has more steps and more people, yet yields a shorter cycle time • FMEA exposed process vulnerabilities of working with independent contractors • Disaster Recovery planning tantamount to process success Accomplishments: • Identified corrective and preventive actions for technological breakdowns and labor shortages • Increased frequency for quality assurance checks • Traced first client’s journey from SlideShare content! Deliverables: • Control Plan • Visual Process Metrics • Change Management Plan • Work Instructions & Job Aids • Project Transition Plan Discoveries: • The SlideShare app does not have same functionality as the website – outbound links do not work regardless of location • Acquisition activity makes SlideShare, as a company, vulnerable to platform changes Summary of Activities & Deliverables DEFINE MEASURE ANALYZE IMPROVE CONTROL www.eqbsystems.com
- 60. 60 | INSIGHTS Bookkeepers● Office Managers ● Call Center Employees ● Virtual/Offshored/Outsourced Employees ● D-I-Y Entrepreneurs Customer Profile www.eqbsystems.com United States India Canada Philippines United Kingdom
- 61. Real-Life Success Story www.eqbsystems.com Noticedsame consumer downloading content. 1 Thanked consumer and offered to give free consultation. 2 Consumer accepted offer for free consultation. 3 Consumer became a Customer! 4 61 | INSIGHTS
- 62. 62 | THECHALLENGE From Special Project to Operations 2010 ● My Intro to SlideShare ● Began Uploading Content ● LinkedIn Acquired SlideShare 2012 2013 ● Received Congratulatory Email from SlideShare (content in top 1% viewed) 2014 www.eqbsystems.com ● Start project to increase outbound clicks TODAY ● Ongoing optimization & new content creation
- 63. Key Insights: 63 |INSIGHTS © josephgiitterphotography.com/ Vigilance is Key www.eqbsystems.com 1. Have sufficient data to apply Six Sigma testing 2. Perform Quality Assurance weekly (minimum) 3. Pay attention to social network acquisition activity 4. Approach social media data as a snapshot in time
- 64. The Single, MostImportant Insight… When It Comes to Working with Digital, Social Media Data www.eqbsystems.com
- 65. © Copyright Netflix. Stayon Top of Your Game www.eqbsystems.com SlideShare no longer reports outbound click data!
- 66. About Me I AM… AliciaButler Pierre @EfficiencyEngr www.eqbsystems.com ● Founder – Equilibria, Inc. ● Engineer & Lean Six Sigma Practitioner I AM NOT… ● A social media or Minitab guru ● A behavioral or social scientist
- 67. THANK YOU FORVIEWING! Contact Us for more questions. We condensed a lot of information for this presentation. www.eqbsystems.com @EquilibriaInc@Equilibria, Inc @EQBsystems ©Copyright 2016. Equilibria, Inc.