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

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

  1. 1. Presentations as social media for businesses A view from behind the scenes at SlideShare Rashmi Sinha
  2. 2. 1981
  3. 3. Whitfield Diffie from Bell Northern Research who came up with initial idea behind PowerPoint
  4. 4. Robert Gaskins recognized the power of Whitefield’s idea and created PowerPoint
  5. 5. • Forethought the company behind PowerPoint acquired by Microsoft, but remained an (obstinately) independent unit in Mountain View
  6. 6. “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
  7. 7. Growth in usage and love hate relationship
  8. 8. Tufte Critique
  9. 9. http://www.aaronsw.com/weblog/000931
  10. 10. “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.”
  11. 11. David Bryne’s love of PowerPoint E.E.E.I.: Envisioning Emotional Epistemological Information
  12. 12. “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?”
  13. 13. “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
  14. 14. 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,
  15. 15. http://www.slideshare.net/fatuousplatitudes/gettysburg-address Original at: http://norvig.com/Gettysburg/
  16. 16. HAMLET Option One: To Be Option Two: Not To Be PROS PROS  Nobler in the mind  Sleep CONS CONS  Slings Dreams (???)  Arrows
  17. 17. 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”)
  18. 18. Doctors, teachers, speakers, consulting companies, big companies, artists…
  19. 19. 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
  20. 20. 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)
  21. 21. 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
  22. 22. 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
  23. 23. Building a presentation sharing community
  24. 24. 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
  25. 25. Leave room for play 10/21/2009 40
  26. 26. Part III: How businesses share presentations
  27. 27. Businesses use of social media is growing • What social spaces? – FaceBook – LinkedIn – Twitter • What formats? – Video – Presentations – Documents
  28. 28. 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
  29. 29. Content on SlideShare • About 25% business and 25% tech • 30% self-identify as educational! • Almost 50% have business intent of some kind
  30. 30. 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.
  31. 31. “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.”
  32. 32. 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
  33. 33. SlideShare Business Model • Inspired by what users do • Core functionality remains free. Business use costs money • Rewards good content (not spam) • Presentations as advertisements!
  34. 34. AdShare: Promote content to a community of professionals
  35. 35. Contextual, targeted promotion • Shown only to people interested in your topic or on searches for related keywords • Pay only for clicks
  36. 36. LeadShare: Collect customer leads on presentations • On your presentations • Form shows up on any slides • Customize form • On SlideShare or on embeds
  37. 37. 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
  38. 38. Three takeaways • Be visual • Have fun with presentations • Business communication can inform, entertain and inspire while serving business goals
  39. 39. Find me: www.slideshare.net/rashmi www.twitter.com/rashmi