The document proposes new product ideas for SlideShare to target the content marketing and social media industries. It identifies four key opportunities: 1) segmenting visitors by profile and company characteristics to help marketers target content; 2) segmenting visitors by buying stage to understand lead nature; 3) integrating with Flipboard to increase reach and engagement; and 4) implementing group logins and version control to streamline content creation. The target industry identified is marketing agencies and consultants, as most B2B marketers outsource content marketing.

1. Slide Share : New Product
Ideas
Chetan Channa

2. Index
1. Environment Analysis
3. Need Based Customer Segmentation
5. 4 New Product Ideas
7. Industry to Target

3. Environment Analysis: Content Marketing &
Social Media
Content Marketing spend is increasing along with
adoption of Social Media as a medium
Source: B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

4. Environment Analysis: Content Marketing Tactic
Usage
3 of the top 5 content marketing tactics can be
implemented on Slideshare
Source: B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

5. Environment Analysis: Integration with other
Social Networks & Software
• Integration with CRM softwares eases
lead capture
• Hootsuite & Pinterest’s integration makes
slideshare more attractive
• Opportunity might exist with Instagram
& Facebook
Favorable developments over the last few days will
further enhance ‘likeability’ of Slideshare

6. Environment Analysis: Competitive Threat
• Docstoc & Scribd visitor
engagement parameters are
comparable to Slideshare
• Edocr audience seems to be
highly engaged
 Time on Site, Bounce Rate &
Page views per user are better
Edocr.com must be closely watched to ward of future
threat to B2B accounts
Source: Alexa

7. Customer Segmentation: Need based
Needs Value Proposition
Customers/Visitors can be classified into Marketing,
Research & Sharing according to their needs

8. Product Idea 1: Visitor Segmentation by Profile
• 57% of the marketers* segment
the content on the basis of
decision maker’s profile
• Slideshare in conjunction with
LinkedIn should provide
 Visitor’s Designation
 Visitor’s Industry
 Visitor’s company size
Segment visitors on the basis of their title & company
characteristics to help marketers better target their
content
*Source: B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

9. Product Idea 2: Visitor Segmentation by Buying
Stage
• 39% of the marketers* segment
the content on the basis of the
Sales funnel
• Slideshare should
 Allow tagging of content
according to Sales funnel
 Track the content visited by
prospects
 Create a visitor profile depending
upon the stage of Sales funnel
 Provide this analytics to
marketers
Segment visitors on the basis of their buying stage so
as Marketers can understand the nature of lead
*Source: B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

10. Product Idea 3: Integrate with Flipboard
• Flipboard has 5 million users & 2
billion flips per month*
• Users would login with their
Slideshare account in Flipboard &
appropriate content would be
delivered
• Benefits
 Increase reach of the content
 Increase engagement
 Present across Android & iOS
Provide feeds to Flipboard similar to how Twitter does
*Source: Techcrunch.com, 14th December 2011

11. Product Idea 4: Group login & Version Control
• Current alternatives such as
box.net, shared area & email are
cumbersome
• Version control & an email feature
whenever a new version is posted
can be implemented
• Benefits
 Ease of use & convenience
 Faster than other methods
 Save costs by reducing use of IT
resources (Email database,
common area)
 Better document organization
Implement group logins & version control to increase
use of Slideshare during content creation

12. Target Industry 1: Marketing
Agencies/Consultants
• 62% of the B2B marketers
outsource content marketing
• Value Proposition
 Integration with Hootsuite
 Great for SEO
 Content can be shared through
all the leading social networks
including Pinterest
Slideshare should target dedicated Marketing agencies
& consultants
Source: B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

13. Thank You