SLIDESHARE, HOW DO I LOVE THEE? (PART 2)

On Monday, I began the first of a three-part article. It confesses my undying love for SlideShare, a free online slide hosting service. Part 1 discussed the first three of ten important things you should know about SlideShare, its demographics and norms. Today, Part 2 will explain how to embed YouTube videos and how to access SlideShare remotely.

Here are today’s suggestions.

4. SlideShare allows you to embed YouTube videos into slide presentations. Simply click the “Edit / Delete” button for the appropriate PowerPoint file on your “My Uploads” page. Next, click the “Insert YouTube Videos” tab at the top of the screen. Then paste the URL and select where in the slide sequence the video will appear.  Finally, click the “Insert and Publish” button. You are finished! Repeat the process to insert additional videos into the presentation. If you change your mind, videos are removable. Although I have not experimented with the option, you can also add sound by inserting an MP3 file. Video and sound cannot be inserted into pdf documents.

5. SlideShare is accessible by mobile devices at http://m.slideshare.com. This allows travelers to search, view and download presentations and documents. Bookmark the site for faster access.

6. Item #5 illustrates another endearing characteristic. By uploading Word documents as pdf files, I am using SlideShare as an article marketing service like EzineArticles. Although larger, EzineArticles has some complex rules about including URLs. I have failed their submission approval process on several occasions. The same is true of GoArticles.com. I have never encountered this issue with SlideShare. Furthermore, Twelve Things I Learned about SlideShare has received over 3,700 views on SlideShare compared to eight on EzineArticles and three on GoArticles during comparable timeframes. SlideShare’s marketing tag line should be, “No restrictions, just results!”

7. While I have not seen any definitive statistics, most seem to indicate the average time a viewer spends on an Internet page is only two to three minutes. That has significant implications to the amount of content presented. The average American adult reads between 250 and 300 words per minute. SlideShare viewers average seven to eight minutes per visit. That suggests that users are more likely to read longer files in their entirety.

8. Keyword tags help people quickly find information that interests them. SlideShare searches are keyword driven. They allow you to enter up to 20 tags per file. The top tags in 2010 were forecast, market, statistics, business, trends, industry, research, SWOT (an anachronism for Strengths, Weaknesses, Opportunities and Threats), report, company profiles, social media and marketing. Type and spell check your 20 tags in Word. Then paste them into SlideShare when you upload your file.

Saving the best for last, on Friday I will reveal the secret of the “60 minute Twitter boost.”

© 2011 by Dale R. Schmeltzle

Multi-cultural Marketing

I want to expand on an idea I first suggested several weeks ago. I mention it again because I believe that for many small and mid-sized businesses, it has tremendous potential to tap into largely ignored or under-served market segments.

The suggestion is simply to consider offering your products or services to non-English speaking customers. Here are some statistics that might influence your strategic decisions. The social impact of this data is
profound. You must decide its marketing significance.

  • A U.S. Census Bureau report titled Language Use in the United States: 2007 estimated 55 million Americans over the age of five (20% of the population) spoke a language other than English at home. That compared to 23 million in 1980.
  • According to the same 2007 Census Bureau report, 35 million Americans over the age of five speak Spanish as their primary language at home. Only half considered themselves able to speak English
    very well. That percentage is comparable to those who speak Asian and Pacific Island languages at home. With 8 million Americans and a 250% increase since 1980, this is the fastest growing of any language group reported.
  • The report found that California, Texas, Florida and New York reported a combined Hispanic population of 27 million people, with nine other states having populations in excess of 500 thousand Hispanics.
  • According to the 2009 Annual report of the Hispanic Association on Corporate Responsibility or HACR, 10 million U.S. Hispanic households represent a consumer market of $1 trillion.
  • A March 22, 2011 article in USA Today by David Lieberman had an indication of how prominent the Hispanic culture has become in the American Southwest. That article reported that Texas alone now has 154 Spanish-speaking radio stations, up from 25 ten years ago. The same source reported that the number of Hispanic radio listeners increased by 1.1 million in 2010.
  • Finally, according to the Kansas City-based Kauffman Foundation, 30% of all new business owners in 2010 were Hispanic, compared to 13% in 1996. Overall, immigrants are more than twice as likely to
    start businesses as people born in the United States are. These statistics are especially relevant if you have a significant business-to-business component in your value proposition.

Have I convinced you of the sales potential of some level of bilingual marketing? If so, start by perform a cost-benefit analysis of bilingual resources that includes your staff, marketing material, social
networking platforms and basic company forms such as estimates, proposals, invoices and statements.

Let me end with a tip that may make this idea affordable to even the tightest budget.

  • According to a May 2009 article by Al Neuharth (founder of USA Today) titled College Decision Day, there are 4,352 colleges, universities, and junior colleges in the United States. The Association to Advance Collegiate Schools of Business reported in Business School Data Trends and 2010 List of Accredited Schools that there are 454 institutions offering MBA programs.

Many of these institutions include unpaid internships as part of their curriculum requirements. As you consider today’s idea, consider also whether a bilingual intern could assist you in its implementation.

I look forward to meeting again on Monday. Until then, please read http://bit.ly/iImrPd for details of how you can help me celebrate my birthday next week and win a $100 gift card from the Olive Garden in the process. You can then post your contest entry at  http://www.facebook.com/CFOAmerica.

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