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How	
  to	
  Succeed	
  with	
  
StumbleUpon	
  Ads	
  
Annie	
  Simms	
  	
  
Business	
  Development	
  
StumbleUpon	
  ...
•  We	
  will	
  record	
  this	
  webinar	
  and	
  post	
  it	
  on	
  our	
  adver<ser	
  blog	
  at	
  
h=p://www.stum...
• 	
  	
  	
  StumbleUpon:	
  Key	
  Facts	
  &	
  Figures	
  
• 	
  	
  	
  Paid	
  Discovery:	
  	
  The	
  Basics	
  
•...
MILLIONS	
  OF	
  WEBSITES….BILLIONS	
  OF	
  WEB	
  PAGES	
  
HOW	
  CAN	
  YOU	
  SORT	
  THROUGH	
  IT	
  ALL?	
  
“Serendipity	
  can	
  be	
  
calculated	
  now.	
  	
  We	
  can	
  
actually	
  produce	
  it	
  
electronically”	
  
“T...
So	
  how	
  does	
  it	
  work?	
  
StumbleUpon	
  is	
  a	
  discovery	
  engine	
  that	
  finds	
  the	
  best	
  of	
 ...
A	
  Decade	
  of	
  Discovery	
  
12	
  Million	
  +	
  registered	
  users	
  
1	
  Billion	
  website	
  ra<ngs	
  
20	...
With	
  A	
  Highly	
  AcTve	
  Community	
  
23%	
  
66%	
  
11%	
  
1-­‐5	
   6-­‐99	
   100+	
  
Stumbles/day	
  
Broad...
Facebook	
  
StumbleUpon	
  
Twiger	
  
YouTube	
  
Reddit	
  
Digg	
  
Source:	
  StatCounter	
  Global	
  Stats	
  
Top	...
StumbleUpon	
  Ads:	
  	
  The	
  Basics	
  
#1	
  –	
  StumbleUpon	
  Ads	
  are	
  Full	
  Page	
  URLs	
  
#2	
  –	
  Ads	
  are	
  delivered	
  as	
  part	
  of	
  a	
  targeted	
  
Stumbler’s	
  “stream.”	
  
This	
  is	
  the	...
#3	
  –	
  Each	
  Tme	
  an	
  ad	
  is	
  served,	
  5¢	
  is	
  deducted	
  
from	
  your	
  account	
  balance.	
  
Di...
(Confiden<al)	
  
Where does StumbleUpon “fit”?
AWARENESS	
  
INTEREST	
  
EVALUATION	
  
COMMITMENT	
  
REFERRAL	
  
REPEA...
How	
  to	
  Choose	
  the	
  Best	
  
Content	
  to	
  Promote	
  
Rule	
  #1:	
  	
  Ads	
  that	
  don’t	
  look	
  like	
  ads	
  work	
  best.	
  
Which	
  would	
  you	
  share	
  with...
Please	
  refer	
  to	
  
our	
  Content	
  
Guidelines!	
  	
  
hgp://www.stumbleupon.com/ads/help/Content_Guidelines/	
 ...
InformaTve	
  
StaTsTcs	
  
Rich	
  
graphics	
  
Majority	
  of	
  
content	
  
above	
  the	
  
fold	
  	
  
Soter	
  
c...
Another	
  
good	
  site.	
  
Rule	
  #2:	
  	
  Check	
  out	
  what	
  else	
  is	
  on	
  SU	
  by	
  stumbling	
  
on	
  your	
  own.	
  	
  	
  
[D...
How	
  to	
  Categorize	
  and	
  
Target	
  Your	
  Content	
  
Rule	
  #1:	
  	
  Think	
  like	
  a	
  user,	
  not	
  like	
  a	
  marketer.	
  
“Our	
  research	
  indicates	
  that	...
Rule	
  #2:	
  	
  Treat	
  each	
  page	
  as	
  a	
  standalone.	
  
University/College	
   ParenTng/Kids	
   DaTng	
  T...
How	
  to	
  Create	
  a	
  Campaign	
  
and	
  Understand	
  the	
  	
  
Dashboard	
  
Q	
  &	
  A	
  
Some	
  informaTve	
  blog	
  posts	
  to	
  check	
  out:	
  	
  
Our	
  blog	
  
hgp://www.stumbleupon.com/ads/blog	
  
...
How to Succeed with StumbleUpon Ads
How to Succeed with StumbleUpon Ads
How to Succeed with StumbleUpon Ads
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How to Succeed with StumbleUpon Ads

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This PowerPoint is from a presentation that I attended yesterday as part of my research for an article I will be posting on the PI Window on Business Blog (http://piwindowonbusiness.wordpress.com/) over the next few days.

As soon as the audio is available I will synchronize it with the slides.

Based on extensive analysis over the past 6 to 8 months, we have uncovered some interesting trends, in terms of demographics relating to the StumbleUpon service.

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Transcript of "How to Succeed with StumbleUpon Ads"

  1. 1. How  to  Succeed  with   StumbleUpon  Ads   Annie  Simms     Business  Development   StumbleUpon   Mariko  Fritz-­‐Krockow   Account  Manager   StumbleUpon  
  2. 2. •  We  will  record  this  webinar  and  post  it  on  our  adver<ser  blog  at   h=p://www.stumbleupon.com/ads/blog/   •  Everyone  is  on  mute,  but  please  type  any  ques<ons  into  the  chat   window  in  your  webinar  console.   •  We  will  pause  to  answer  a  few  ques<ons  throughout  the   presenta<on  and  answer  the  rest  at  the  end.   •  Follow  us  on  twi=er:    @stumbleuponads.    Tweet  about  the  webinar!     #suadswebinar   •  Please  email  annie@stumbleupon.com  with  specific  follow-­‐up   ques<ons  aNer  the  webinar.   A  Quick  Note:  
  3. 3. •       StumbleUpon:  Key  Facts  &  Figures   •       Paid  Discovery:    The  Basics   •       How  to  Choose  the  Best  Content  to  Promote   •  How  to  Categorize  and  Target  Your  Content   •  How  to  Create  a  Campaign  and  Understand  the  Dashboard   •  Q&A   Agenda  
  4. 4. MILLIONS  OF  WEBSITES….BILLIONS  OF  WEB  PAGES   HOW  CAN  YOU  SORT  THROUGH  IT  ALL?  
  5. 5. “Serendipity  can  be   calculated  now.    We  can   actually  produce  it   electronically”   “The  future  is  one  of   personalizaTon.    Going   to  a  website  that’s   totally  impersonal  will   be  a  thing  of  the  past.”   PersonalizaTon,  Serendipity,  and  Discovery  are  the  Future  of  the   Internet   Eric  Schmidt,  CEO   Google   Sheryl  Sandberg,  COO   Facebook  
  6. 6. So  how  does  it  work?   StumbleUpon  is  a  discovery  engine  that  finds  the  best  of  the   web,  recommended  just  for  you.  
  7. 7. A  Decade  of  Discovery   12  Million  +  registered  users   1  Billion  website  ra<ngs   20  Million  stumbles  per  day   45  Million  pages  indexed   #2  social  media  traffic  referrer   “StumbleUpon has consistently been in the top two social media sites in terms of traffic referrals worldwide.” founded  in  Calgary  2001   1M  registered  users  2006   Acquired  by  eBay  2007   5M  registered  users  2008   2010   Bought  from  eBay  2009  
  8. 8. With  A  Highly  AcTve  Community   23%   66%   11%   1-­‐5   6-­‐99   100+   Stumbles/day   Broadly  AcTve  Users   •   50%  of  users  registered  since   1/1/10  are  acTve   •   77%  of  all  acTve  users   stumble  between  6-­‐100+   Tmes/day   •     The  average  user  spends  7   hours/month  on  StumbleUpon   “StumbleUpon   has  something   important  here.”   “StumbleUpon  is   the  greatest  thing   ever  invented.”  
  9. 9. Facebook   StumbleUpon   Twiger   YouTube   Reddit   Digg   Source:  StatCounter  Global  Stats   Top  7  Social  Media  Sites  from  January  2010  –  November  2010   StumbleUpon  is  the  #2  Referrer  of  Social  Media  Traffic  
  10. 10. StumbleUpon  Ads:    The  Basics  
  11. 11. #1  –  StumbleUpon  Ads  are  Full  Page  URLs  
  12. 12. #2  –  Ads  are  delivered  as  part  of  a  targeted   Stumbler’s  “stream.”   This  is  the  bugon   a  user  clicks  to   navigate  to  this   page   “Sponsored”   indicates  that   this  URL  is  paid   placement  
  13. 13. #3  –  Each  Tme  an  ad  is  served,  5¢  is  deducted   from  your  account  balance.   Did  you  know?   • $10K  spent  with  StumbleUpon  will  buy   200,000  engagements   • The  same  #  of  engagements  cost  $100K   on  average  with  search  (at  a  50¢  CPC)   • The  same  #  of  engagements  cost  $100k   on  average  with  display  (assuming  $5   CPM  and  .5%  CTR)  
  14. 14. (Confiden<al)   Where does StumbleUpon “fit”? AWARENESS   INTEREST   EVALUATION   COMMITMENT   REFERRAL   REPEAT   MarkeTng  Campaigns   PR  Extension   Viral  Seeding   Brand  Intro   Brand  Awareness   Unique  Engagement   Guaranteed  Traffic  
  15. 15. How  to  Choose  the  Best   Content  to  Promote  
  16. 16. Rule  #1:    Ads  that  don’t  look  like  ads  work  best.   Which  would  you  share  with  a  friend?  
  17. 17. Please  refer  to   our  Content   Guidelines!     hgp://www.stumbleupon.com/ads/help/Content_Guidelines/   Large,   blinking   font   Minimal   content   Quick   conversion   tacTcs   Flashing   icons   Promise  to   “make   money   now”  
  18. 18. InformaTve   StaTsTcs   Rich   graphics   Majority  of   content   above  the   fold     Soter   conversion   method  
  19. 19. Another   good  site.  
  20. 20. Rule  #2:    Check  out  what  else  is  on  SU  by  stumbling   on  your  own.       [DEMO  OF  TOPIC  STUMBLING]   Example:    Stumbling  through  Interior  Design  
  21. 21. How  to  Categorize  and   Target  Your  Content  
  22. 22. Rule  #1:    Think  like  a  user,  not  like  a  marketer.   “Our  research  indicates  that  people  who   own  or  like  cats  like  our  chocolate”   Does  this  fit  in  the  “cats”   category?   NO!   Food/Cooking  is  best.  
  23. 23. Rule  #2:    Treat  each  page  as  a  standalone.   University/College   ParenTng/Kids   DaTng  Tips/RelaTonships   Mint.com:    Not  Just  Personal  Finance/InvesTng  
  24. 24. How  to  Create  a  Campaign   and  Understand  the     Dashboard  
  25. 25. Q  &  A  
  26. 26. Some  informaTve  blog  posts  to  check  out:     Our  blog   hgp://www.stumbleupon.com/ads/blog   Categorizing  your  ad  campaign   hgp://www.stumbleupon.com/ads/blog/categorizing-­‐your-­‐ad-­‐campaigns/   BudgeTng  your  StumbleUpon  Ads  account   hgp://www.stumbleupon.com/ads/blog/budgeTng-­‐your-­‐ad-­‐account/   Keeping  an  eye  on  your  campaign  score   hgp://www.stumbleupon.com/ads/blog/keeping-­‐score/   Have  a  bit  of  fun  creaTng  your  own  “Ads-­‐venture”   hgp://www.stumbleupon.com/ads/blog/choose-­‐your-­‐own-­‐ads-­‐venture/   Follow  us  on  Twiger  @StumbleUponAds   For  quesTons,  email  annie@stumbleupon.com  
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