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Presentations as social media
       for businesses
  A view from behind the scenes at SlideShare

                Rashmi Sinha
1981
Whitfield Diffie from
Bell Northern
Research who came
up with initial idea
behind PowerPoint
Robert Gaskins
recognized the power
of Whitefield’s idea
and created
PowerPoint
• Forethought the company behind
  PowerPoint acquired by Microsoft, but
  remained an (obstinately) independent unit
  in Mountain View
“From PowerPoint business plan: "Allows the
content-originator to control presentation."
For Gaskins, that had been the point: to get rid
of the intermediaries-graphic designers - and
never mind the consequences. Whenever
colleagues sought to restrict the design
possibilities of the program (to make a design
disaster less likely), Gaskins would overrule
them.”


             Ian Parker, New Yorker, 2001
Growth in usage and love hate relationship
Tufte Critique
http://www.aaronsw.com/weblog/000931
“Let's face it: most people
             give poor talks… We have
             had poor talks long before
             PowerPoint. We had bullet
             points long before
             PowerPoint - long before
Don Norman   computers. In the old days,
             people typed, stenciled or
             hand-lettered their slides onto
             transparencies, or later, 35
             mm. slides. These talks were
             also dull and tedious.”
David Bryne’s love of PowerPoint




  E.E.E.I.: Envisioning Emotional Epistemological Information
“Although I began by making
fun of the medium, I soon
realized I could actually create
things that were beautiful. I
could bend the program to my
own whim and use it as an
artistic agent…What had I
stumbled upon?”
“PowerPoint is a form of
theater. It has [a lot] in
common with Asian theater
and developments in
modern theater. The stage
mechanisms are revealed.
They are not hidden. ...
PowerPoint is like that. It
comes with the laptop and
the podium and the stage.
It’s a type of performance.”


                               Still, "Sea of Possibilities
I began to see PowerPoint
as a metaprogram, one
that organizes and
presents stuff created in
other applications. Initially,
I made presentations
about presentations; I
discovered that I could
attach my photographs,
short videos, scanned
images, and music. "The End of Reason"
                  Still,
http://www.slideshare.net/fatuousplatitudes/gettysburg-address
Original at: http://norvig.com/Gettysburg/
HAMLET

Option One: To Be        Option Two: Not To Be

PROS                      PROS
   Nobler in the mind       Sleep

CONS                     CONS
   Slings               Dreams      (???)
   Arrows
Meet Lolita
• Qualifications            • Name as function of situation
 Light of life
 Fire of loins                                       Morning/
                                                      One Sock
 Sin                                     Lo          Slacks
 Soul
                              Lolita
                                                      School
                                               Lola
• Steps taken by tip of
                                                      Dotted
  tongue on pronunciation               Dolly         Line
1. Upper palate (“Lo”)                                My Arms

2. Transitional (“Lee”)
                                       Dolores

3. Teeth (“Ta”)
Doctors, teachers, speakers,
consulting companies, big
companies, artists…
Characteristics of medium
• A mashup medium
• For both visuals or text
• Linear, one thought at a time (rather than
  flow)
• Landscape (visual heavy)
• Constrained (need to be succinct)
• Recognizes individual creative instinct
How sharing on web is different
• User in control of navigation
• Needs to be fast, let people skim through
• Might need elaboration (+audio, video,
  notes)
Emerging styles
• Visual Essays (use of creative commons
  imagery with attribution)
• Lessig style
• Visual Resumes
• Meet Henry (inspiration from each other)
• David Armano creation style: creation on
  the web
• Dave McClure style
How to get popular
•   Make front slide attractive
•   Catchy title
•   Send it to friends (get a bit.ly URL)
•   Have enough text to bring search
•   Add video, notes, audio
•   Make (or borrow visuals)
•   Share on all social networks
•   Send a link, not a file
Building a presentation
 sharing community
Nurturing community
•   Make it personally useful
•   Useful at different levels of participation
•   Make experience social
•   Embrace community outside Slideshare
•   Community through contests, giveways,
    newsletter, blog
Leave room for play




10/21/2009            40
Part III: How businesses share
          presentations
Businesses use of social media
          is growing
• What social spaces?
  – FaceBook
  – LinkedIn
  – Twitter
• What formats?
  – Video
  – Presentations
  – Documents
How businesses currently use
        presentations
• Lingua franca of corporate America
• Synchronous sharing: Webinars used for
  lead generation
• Whitepapers: to share knowledge and for
  lead generation
• Everyone can create. Easier than making
  website
Content on SlideShare
• About 25% business and 25% tech
• 30% self-identify as educational!
• Almost 50% have business intent of some
  kind
Three quarters of neurons in our brain
                              that process sensory information are
                              focused on vision. While most people
                              in business think they can’t draw (they
                              can) or that they’re “not visual” (they
Dan Roam                      are), we can all get better at
author: Back of the napkin,
winner: Best Presentation
                              discovering, developing, and sharing
Contest                       new ideas by taking advantage of our
                              innate “visual thinking” system: our
                              eyes, our minds-eye, and our ability to
                              draw simple shapes.
“Using visuals isn’t
just a trend in
PowerPoint design;
using pictures to
think, work, and
share is the
dominant business
communication trend
of our time, period.”
Social media      % helpfulness of social networking sites
                  such as Facebook, Twitter & LinkedIn in
                  generating leads
growing
rapidly, but
hard to tie it
to business
goals
                 CitiBank / GFK Roper Small Business Survey Oct 09
SlideShare Business Model
• Inspired by what users do
• Core functionality remains free. Business
  use costs money
• Rewards good content (not spam)
• Presentations as advertisements!
AdShare: Promote content to a
 community of professionals
Contextual, targeted promotion
• Shown only to people interested in your
  topic or on searches for related keywords
• Pay only for clicks
LeadShare: Collect customer
   leads on presentations
                 • On your
                   presentations
                 • Form shows up
                   on any slides
                 • Customize form
                 • On SlideShare
                   or on embeds
Two way communication
• Viewers can talk back, get in touch
• Cost on a per lead basis: $1 to $22
  depending on no of questions and targeting
Three takeaways
• Be visual
• Have fun with presentations
• Business communication can inform,
  entertain and inspire while serving
  business goals
Find me:
www.slideshare.net/rashmi
www.twitter.com/rashmi

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Presentations As Social Media In (talk at Portland Presentation Camp)

  • 1. Presentations as social media for businesses A view from behind the scenes at SlideShare Rashmi Sinha
  • 2.
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  • 8. Whitfield Diffie from Bell Northern Research who came up with initial idea behind PowerPoint
  • 9. Robert Gaskins recognized the power of Whitefield’s idea and created PowerPoint
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  • 12. • Forethought the company behind PowerPoint acquired by Microsoft, but remained an (obstinately) independent unit in Mountain View
  • 13. “From PowerPoint business plan: "Allows the content-originator to control presentation." For Gaskins, that had been the point: to get rid of the intermediaries-graphic designers - and never mind the consequences. Whenever colleagues sought to restrict the design possibilities of the program (to make a design disaster less likely), Gaskins would overrule them.” Ian Parker, New Yorker, 2001
  • 14. Growth in usage and love hate relationship
  • 15.
  • 18. “Let's face it: most people give poor talks… We have had poor talks long before PowerPoint. We had bullet points long before PowerPoint - long before Don Norman computers. In the old days, people typed, stenciled or hand-lettered their slides onto transparencies, or later, 35 mm. slides. These talks were also dull and tedious.”
  • 19. David Bryne’s love of PowerPoint E.E.E.I.: Envisioning Emotional Epistemological Information
  • 20. “Although I began by making fun of the medium, I soon realized I could actually create things that were beautiful. I could bend the program to my own whim and use it as an artistic agent…What had I stumbled upon?”
  • 21. “PowerPoint is a form of theater. It has [a lot] in common with Asian theater and developments in modern theater. The stage mechanisms are revealed. They are not hidden. ... PowerPoint is like that. It comes with the laptop and the podium and the stage. It’s a type of performance.” Still, "Sea of Possibilities
  • 22. I began to see PowerPoint as a metaprogram, one that organizes and presents stuff created in other applications. Initially, I made presentations about presentations; I discovered that I could attach my photographs, short videos, scanned images, and music. "The End of Reason" Still,
  • 24. HAMLET Option One: To Be Option Two: Not To Be PROS PROS  Nobler in the mind  Sleep CONS CONS  Slings Dreams (???)  Arrows
  • 25. Meet Lolita • Qualifications • Name as function of situation  Light of life  Fire of loins Morning/ One Sock  Sin Lo Slacks  Soul Lolita School Lola • Steps taken by tip of Dotted tongue on pronunciation Dolly Line 1. Upper palate (“Lo”) My Arms 2. Transitional (“Lee”) Dolores 3. Teeth (“Ta”)
  • 26.
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  • 29. Doctors, teachers, speakers, consulting companies, big companies, artists…
  • 30.
  • 31.
  • 32. Characteristics of medium • A mashup medium • For both visuals or text • Linear, one thought at a time (rather than flow) • Landscape (visual heavy) • Constrained (need to be succinct) • Recognizes individual creative instinct
  • 33. How sharing on web is different • User in control of navigation • Needs to be fast, let people skim through • Might need elaboration (+audio, video, notes)
  • 34. Emerging styles • Visual Essays (use of creative commons imagery with attribution) • Lessig style • Visual Resumes • Meet Henry (inspiration from each other) • David Armano creation style: creation on the web • Dave McClure style
  • 35. How to get popular • Make front slide attractive • Catchy title • Send it to friends (get a bit.ly URL) • Have enough text to bring search • Add video, notes, audio • Make (or borrow visuals) • Share on all social networks • Send a link, not a file
  • 36. Building a presentation sharing community
  • 37.
  • 38.
  • 39. Nurturing community • Make it personally useful • Useful at different levels of participation • Make experience social • Embrace community outside Slideshare • Community through contests, giveways, newsletter, blog
  • 40. Leave room for play 10/21/2009 40
  • 41. Part III: How businesses share presentations
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  • 57. Businesses use of social media is growing • What social spaces? – FaceBook – LinkedIn – Twitter • What formats? – Video – Presentations – Documents
  • 58. How businesses currently use presentations • Lingua franca of corporate America • Synchronous sharing: Webinars used for lead generation • Whitepapers: to share knowledge and for lead generation • Everyone can create. Easier than making website
  • 59. Content on SlideShare • About 25% business and 25% tech • 30% self-identify as educational! • Almost 50% have business intent of some kind
  • 60. Three quarters of neurons in our brain that process sensory information are focused on vision. While most people in business think they can’t draw (they can) or that they’re “not visual” (they Dan Roam are), we can all get better at author: Back of the napkin, winner: Best Presentation discovering, developing, and sharing Contest new ideas by taking advantage of our innate “visual thinking” system: our eyes, our minds-eye, and our ability to draw simple shapes.
  • 61. “Using visuals isn’t just a trend in PowerPoint design; using pictures to think, work, and share is the dominant business communication trend of our time, period.”
  • 62.
  • 63. Social media % helpfulness of social networking sites such as Facebook, Twitter & LinkedIn in generating leads growing rapidly, but hard to tie it to business goals CitiBank / GFK Roper Small Business Survey Oct 09
  • 64. SlideShare Business Model • Inspired by what users do • Core functionality remains free. Business use costs money • Rewards good content (not spam) • Presentations as advertisements!
  • 65. AdShare: Promote content to a community of professionals
  • 66. Contextual, targeted promotion • Shown only to people interested in your topic or on searches for related keywords • Pay only for clicks
  • 67. LeadShare: Collect customer leads on presentations • On your presentations • Form shows up on any slides • Customize form • On SlideShare or on embeds
  • 68. Two way communication • Viewers can talk back, get in touch • Cost on a per lead basis: $1 to $22 depending on no of questions and targeting
  • 69. Three takeaways • Be visual • Have fun with presentations • Business communication can inform, entertain and inspire while serving business goals