114 THE POWER OF VISUAL STORYTELLING allowing interested parties to access that information in a user-friendly format (http://www.slideshare.net/pfizer). SlideShare can be used for a variety of goals, with community building, demonstrating expertise, and content marketing among the most popu- lar. SlideShare is particularly effective as a lead-generation tool. When the employee recognition software company Achievers wanted to drive more leads from HR executives, it developed a strategy that took three months to plan. By sharing strong content on social media, the company used SlideShare to help position itself as a thought leader in its field. The com- pany launched five presentations specifically designed for the site, and it used SlideShare’s ability to include a lead-generation form within the pre- sentation. Achievers shared the presentations across its social networks and blogs, and within seven days of launch, it received so many quali- fied lead forms filled out by HR executives that the leads made up 77% of all incoming social media leads that week. The presentations got 42,000 views in the first seven days, and traffic from SlideShare to the Achievers website made up 30% of traffic from social media—beating out Facebook 155 and LinkedIn referral traffic combined. With limited time for travel, SlideShare can be used to expand your global reach. Enterprise software company Salesforce.com had a goal of making its content more visible to a wider audience and create brand con- sistency of its wide variety of content. Salesforce produces hundreds of presentation decks, tutorials, e-books, infographics, and white papers. “Previously, teams were setting up SlideShare accounts on their own,” says Jennifer Burnham, director of social strategy and content marketing at Salesforce. “With this decen- tralized process, we didn’t have a coordinated brand presence or a clear picture or pulse on what content the different teams were publishing.” The company created a custom brand network on SlideShare to bring all of its content together into one place and drive more traffic to the main channel (http://www.slideshare.net/salesforce). Advanced tools like private sharing have enhanced Salesforce’s inter- nal collaboration. Presentations, documents, and videos are uploaded