SlideShare is one of the world's largest content marketing platforms. Yet, many businesses (of all sizes) and subject matter experts are still unaware of its potential as a viable source of leads. This case study, originally presented at the 2016 Minitab Insights Conference, documents the journey I took in determining if I could apply Six Sigma techniques to analyze data from SlideShare and eventually use those insights to increase my company's online sales. That is in fact, the million dollar question - "What happens beyond a content viewer's click? Can an increase in content engagement lead to an increase in online sales"? Find out the answer in my presentation! It includes a process flow map as well as a summary of all project deliverables.

1. BEYOND THE CLICK
SlideShare as 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 this Journey Lead Towards
the Light of More Sales…
Introductions

4. Image Credit: Elite Motor Performance (UK)
 …or Into a Bottomless, Time-Wasting Pit?

5. About
5 | INTRODUCTIONS
www.eqbsystems.com

6. The Journey Began With 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 launched an investigation…
7 | INTRODUCTIONS
www.eqbsystems.com

8. and was shocked by what I discovered!
8 | INTRODUCTIONS
www.eqbsystems.com

9. A New Metric…Outbound Click
9 | INTRODUCTIONS
www.eqbsystems.com

10. 10 | INTRODUCTIONS
ImageCredit:mirror.co.uk
www.eqbsystems.com

11. Can an increase in
lead to an increase in online sales?
11 | INTRODUCTIONS
THE MILLION DOLLAR QUESTION
OUTBOUND CLICKS
www.eqbsystems.com

12.  Increase Outbound Clicks
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
Inbound Links
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 | THE CHALLENGE
Anatomy of a SlideShare Post - Data
Screenshotcirca2ndQtr2014
www.eqbsystems.com

17. 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
www.eqbsystems.com

18. 18 | THE CHALLENGE
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 the DMAIC
Methodology for Insights
DATA MINING – SIX SIGMA

20. 6σ
20 | DATA MINING - SIX SIGMA
DEFINE1
MEASURE2
ANALYZE3
IMPROVE4
CONTROL5

21. 21 | DATA MINING - 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 | DATA MINING - SIX SIGMA
WHO
Is Our Consumer?
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

23. 23 | DATA MINING - SIX SIGMA
WHERE
Is Our Consumer?
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

24. 24 | DATA MINING - SIX SIGMA
WHAT MAKES
Our Consumer Respond?
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

25. 25 | DATA MINING - SIX SIGMA
HOW/WHY
Does Our Consumer Respond?
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

26. 26 | DATA MINING - 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 | DATA MINING - 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 | DATA MINING - 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 | DATA MINING - 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 | DATA MINING - SIX SIGMA
DEFINE1
MEASURE2
ANALYZE3
IMPROVE4
CONTROL5

32. Y = outbound click (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 past year
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 | DATA MINING - SIX SIGMA
Download Data - Description
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

35. 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.
35 | DATA MINING - SIX SIGMA
Download Data - Collection
SAMPLE
POPULATION
sampling
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

36. Process
appears to be
in control for
predicting the
download
response ratio.
36 | DATA MINING - SIX SIGMA
Download Data - Representation
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

37. 37 | DATA MINING - 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 | DATA MINING - SIX SIGMA
DEFINE1
MEASURE2
ANALYZE3
IMPROVE4
CONTROL5

39. 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.
39 | DATA MINING - SIX SIGMA
Analyzing Relationship Between Y and x
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

40. 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
40 | DATA MINING - SIX SIGMA
Test Hypothesis
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

41. 41 | DATA MINING - 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 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)
? ? ? ? ?
43 | DATA MINING - SIX SIGMA
iNSANiTY Check
THEREFORE…
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

44. 6σ
44 | DATA MINING - SIX SIGMA
DEFINE1
MEASURE2
ANALYZE3
IMPROVE4
CONTROL5

45. New
Process
45 | DATA MINING - SIX SIGMA
+
New People
+
New Tools
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

46. High Level Process Map: 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. www.eqbsystems.com

48. 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
48 | DATA MINING - SIX SIGMA
Content Optimization Plan
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

49. 49 | DATA MINING - SIX SIGMA
Content Optimization Schedule
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

50. 50 | DATA MINING - SIX SIGMA
Content Optimization Example
BEFORE
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

51. 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
51 | DATA MINING - SIX SIGMA
Content Optimization Example
AFTER
www.eqbsystems.com
DEFINE | MEASURE | ANALYZE | IMPROVE | CONTROL

52. 52 | DATA MINING - 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 | DATA MINING - 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 | DATA MINING - SIX SIGMA
DEFINE1
MEASURE2
ANALYZE3
IMPROVE4
CONTROL5

55. BEFORE
Mean shifted up by 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 CTR VAS
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 Control Planning 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 in FluxTM
INSIGHTS

59. Accomplishments:
• Big Y vs. 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
Noticed same
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 | THE CHALLENGE
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, Most Important Insight…
When It Comes to Working with Digital, Social Media Data
www.eqbsystems.com

65. © Copyright Netflix.
Stay on Top of Your Game
www.eqbsystems.com
SlideShare no longer reports outbound click data!

66. About Me
I AM…
Alicia Butler 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 FOR VIEWING!
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.