Beyond the Click: SlideShare as a Lead Generation Tool

BEYOND THE CLICKSlideShare as a Lead Generation Tool – a Case Study

© 2016 Equilibria, Inc. All Rights Reserved

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Contents

Introduction

The Challenge

Data Mining – Six Sigma

Insights

Slide 03

Slide 12

Slide 19

Slide 58

Will this Journey Lead Towards the Light of More Sales…

Introductions

Image Credit: Elite Motor Performance (UK)

…or Into a Bottomless, Time-Wasting Pit?

About5 | INTRODUCTIONS

www.eqbsystems.com

The Journey Began With a Hunch6 | INTRODUCTIONS

2009

● My Intro to SlideShare● Began Uploading

Content

● LinkedIn Acquired SlideShare

2012 2013

● Received Congratulatory Email from SlideShare (content in top 1% viewed)

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So I launched an investigation…7 | INTRODUCTIONS

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and was shocked by what I discovered!8 | INTRODUCTIONS

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A New Metric…Outbound Click9 | INTRODUCTIONS

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10 | INTRODUCTIONSIm

age

Cred

it: m

irror

.co.

uk

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Can an increase in

lead to an increase in online sales?

11 | INTRODUCTIONS

THE MILLION DOLLAR QUESTION

OUTBOUND CLICKS

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Increase Outbound Clicks from SlideShare to Website

The Challenge

Online Sales Process13 | THE CHALLENGE

Find Content Content Engagement

VIEWER CONSUMER

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CUSTOMER

PURCHASE

Content

Engagement Options

Outbound Links

Call-to-Action

Inbound Links

1

2

3

4

5

14 | THE CHALLENGE

Scre

ensh

ot c

irca

1st Q

tr 2

014

Anatomy of a SlideShare Post - Engagement

2

1 3

45

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Description

Viewer Comments

Total Page #s

Number of Views

Title

15 | THE CHALLENGE

Anatomy of a SlideShare Post - StatsSc

reen

shot

cir

ca 1

st Q

tr 2

014 6

7 8

9

10

6

7

8

9

10

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16 | THE CHALLENGE

Anatomy of a SlideShare Post - DataSc

reen

shot

cir

ca 2

nd Q

tr 2

014

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17 | THE CHALLENGE

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

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18 | THE CHALLENGE

Moving Forward - a New Project

2010


Content


2012 2013


2014

www.eqbsystems.com

● Start project to increase outbound clicks

Using the DMAIC Methodology for Insights

DATA MINING – SIX SIGMA

6σ

20 | DATA MINING - SIX SIGMA

DEFINE1

MEASURE2

ANALYZE3

IMPROVE4

CONTROL5


• 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.c

om

Defining the Path to Y – SIPOC (current state)SUPPLIERS INPUTS OUTPUTS CONSUMER

S

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DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL


WHO Is Our Consumer?

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WHERE Is Our Consumer?

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WHAT MAKES Our Consumer Respond?

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HOW/WHYDoes Our Consumer Respond?

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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

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Incorrect/missing tagsIncorrect/missing keywords


Error / Defect IdentificationDefective Content has:

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Missing or sub-par descriptionLess than four pages in length

Punctuation & grammatical errorsMissing or sub-par call-to-action

Low views (not evergreen)Non-searchable title

Inactive linksIncorrect information


Defining Y – Outbound Click Response

-1 0 1 2

25

20

15

10

5

0

OUTBOUND CLICKS (Y)

FREQ

UENC

Y

HISTOGRAM OF OUTBOUND CLICKS (FEB.2014)

Mean 0.1724StDev 0.5391N 29

NORMAL 90%content with zero outbound clicks!

Examine content with outbound

clicks. What do they

have that others don’t?

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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

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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.

SPECIFICYes, narrowed down to accounting-related account info

MEASURABLEQuantitative, but discrete data - can’t guarantee accuracy and precision of data

ATTAINABLEA very difficult task with an industry avg. of 3% outbound click

RELEVANTYes, but may not see great improvements

TIME-BASEDYes, since the scale of this is small

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6σ


DEFINE1

MEASURE2

ANALYZE3

IMPROVE4

CONTROL5

Y = outbound click (count)x = factors that contribute to outbound clicks


Measuring Relationship Between Y and x

Y= f(x)

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Length

Download

Embed Call-to-Action

Email

Timing

Title

Description

Tags

Keywords

The past year has only yielded 5

outbound clicks to the online store from acct-

related content on SlideShare.


Determining the “x” Factors

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DiscreteCount

DigitalMeasurement


Download Data - Description

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1. Examine entire population 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.


Download Data - Collection

SAMPLE

POPULATION

sampling

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Process appears to be in control for predicting the download response ratio.


Download Data - Representation

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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

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Is there a statistical correlation between outbound click, Y and Download Data (xD)?

6σ


DEFINE1

MEASURE2

ANALYZE3

IMPROVE4

CONTROL5

Y = outbound click (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.


Analyzing Relationship Between Y and x

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STEPS

1. Define Ho and 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


Test Hypothesis

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Hypothesis Theory or Fact?

p-value Ho Ha

< α

> α

CRITICAL X

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Ha Seeing number of downloads has an effect on Viewer outbound clicks.

Seeing number of downloads has no effect on Viewer outbound clicks.

Ho

Accept Ho ?


Test Results – Logistic Regression

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Reject Ha ?

NOT READY to affirmatively 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)

? ? ? ? ?


iNSANiTY Check

THEREFORE…

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6σ


DEFINE1

MEASURE2

ANALYZE3

IMPROVE4

CONTROL5

New Process


+

New People

+

New Tools

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High Level Process Map: Lead Generation via SlideShare ContentSE

O An

alyst

Cont

ent D

evelo

per

Viewe

r

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

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(Current State)

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http://www.eqbsystems.com/

Not sure which x’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


Content Optimization Plan

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Content Optimization Schedule

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Content Optimization Example

BEFORE

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x2: Call-to-Action x1: Content Length > 4pgs

x3: Corresponding Blog/Video Post

for Embed Viewing

xD: Content can be downloaded

x5: Content can be emailed


Content Optimization Example

AFTER

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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?

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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

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6σ


DEFINE1

MEASURE2

ANALYZE3

IMPROVE4

CONTROL5

BEFORE Mean shifted up by 132.6%. Ignore error

message.


Process In Control, but Still No Critical xAFTER

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APP ARP CTR VAS0

3

6

9

12

15

2

0

21

4

0

12

14

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.


Total Before

Total After % Increase

5 30 600%

Y: Before & After Content Optimization

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The following Control Planning tools ensure the process runs as smoothly as possible:


Today’s Improvement Becomes Tomorrow’s Standard

Process Maps Work Instructions Control Plan Job Aids FMEA

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Flow in FluxTMINSIGHTS

Accomplishments:• Big Y vs. Little Y

(narrow)• Big Y = ↑ online sales• Little Y = ↑ outbound

click• 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 AnalysisDiscoveries:• 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

ScheduleDiscoveries:• 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 PlanDiscoveries:• 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 & DeliverablesDEFINE MEASURE ANALYZE IMPROVE CONTROL

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60 | INSIGHTS

Bookkeepers ● Office Managers ● Call Center Employees ● Virtual/Offshored/Outsourced Employees ● D-I-Y Entrepreneurs

Customer Profile

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United StatesIndia

Canada

Philippines

United Kingdom

Real-Life Success Story

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Noticed same

consumer downloading

content.

1

Thanked consumer

and offered to give free

consultation.

2Consumer

accepted offer for free

consultation.

3

Consumer became a Customer!

4

61 | INSIGHTS

62 | THE CHALLENGE

From Special Project to Operations

2010


Content


2012 2013


2014

www.eqbsystems.com

● Start project to increase outbound clicks

TODAY

● Ongoing optimization & new content creation

Key Insights:

63 | INSIGHTS

© josephgiitterphotography.com/

Vigilance is Key

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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

The Single, Most Important Insight…When It Comes to Working with Digital, Social Media Data

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© Copyright Netflix.

Stay on Top of Your Game

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SlideShare no longer reports outbound click data!

About Me

I AM…

Alicia Butler Pierre@EfficiencyEngr

www.eqbsystems.com

● Founder – Equilibria, Inc.● Engineer & Lean Six Sigma

PractitionerI AM NOT…

● A social media or Minitab guru● A behavioral or social scientist


http://www.twitter.com/EfficiencyEngr


THANK YOU FOR VIEWING!

Contact Us for more questions.

We condensed a lot of information for this presentation.

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@EquilibriaInc@Equilibria, Inc @EQBsystems

©Copyright 2016. Equilibria, Inc.

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