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5 Keys to Brand Discovery from StumbleUpon
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5 Keys to Brand Discovery from StumbleUpon

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On January 31, 2012, StumbleUpon hosted a webinar to highlight major themes on how to improve brand discovery across the social media landscape. …

On January 31, 2012, StumbleUpon hosted a webinar to highlight major themes on how to improve brand discovery across the social media landscape.

The presentation highlights strategies for brands to engage in the creation, design and distributions of their online campaigns.

Reach out to advertisers@stumbleupon.com to learn more or follow along at @PaidDiscovery

Keep in touch with Jack: @JackK

Links to the content included in the presentation can be found here:

- Intel Museum of Me: http://www.intel.com/museumofme/en_US/r/index.htm
- Nike Better World: http://www.nikebetterworld.com/
- Creator's Project - Coachella 2011: http://thecreatorsproject.com/videos/the-creators-project-coachella-2011
- Sponge Bob Squarepants Facebook: http://www.facebook.com/spongebob
- Paid Discovery Lead Form: https://www.stumbleupon.com/pd/index/lead/
- Chicken of a Raft: http://www.chickenonaraft.com/

Published in: Business, Technology

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  • This is great!
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  • Man...i only saw the 11:45am time and got on at 11:35am to make sure i had a seat...only to find out it started at 11:00AM bummer.
    Any way to get the audio for the slides?

    I have been making a video campaign for SU ( paid ) and want to make sure i get the presentation right.

    Thanks!
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  • http://blog.nielsen.com/nielsenwire/online_mobile/july-2011-top-us-web-brands/
  • Transcript

    • 1. 5 Keys to BrandDiscovery…and gimmicky weight lossclichés to make it feel like Q1 Jack Krawczyk @JackK Product Marketing StumbleUpon January 31, 2012
    • 2. What are we sweatin’ today?1 Do the Basics2 Avoid Burnout3 The Zero to Hero Trap4 Impossible is the Opposite of Possible5 Keep a Balanced Diet
    • 3. Today’s Twitter Handle #BrandDisco
    • 4. Hours Spent per Month (average, per person) 7.0 StumbleUpon 5.3 Facebook 1.5 Google 0.5 AmazonSource: Nielsen, US, July 2011; StumbleUpon Internal Data #BrandDisco
    • 5. Social BookmarkingThe moment after you experience good content and share it. #BrandDisco
    • 6. Social Bookmarking a.k.a.
    • 7. Social DiscoveryThe moment where you find somethingawesome, based on who you are. #BrandDisco
    • 8. Social Discovery a.k.a. What we’re talking about today. #BrandDisco
    • 9. Do the Basics 1 Make content social by design
    • 10. Empower your content. #BrandDisco
    • 11. Make sharing your content easy. #BrandDisco
    • 12. 20 WebsitesHow many have social links or plug ins?
    • 13. How many have social links or plug ins? 20 WebsitesSource: BrightEdge, “Social Share Analysis: Tracking Social Adoption and Trends,” Aug 2011
    • 14. Add social buttons! #BrandDisco
    • 15. 388k 25% lift in traffic #BrandDisco
    • 16. Avoid Burnout 2 Don’t overwhelm the user
    • 17. < 1% of Top Viewed URLs Drive to Home PageSource: StumbleUpon Internal Data #BrandDisco
    • 18. Don’t overwhelm the discovery. #BrandDisco
    • 19. Social media = Do not drive toyour home page. #BrandDisco
    • 20. People want thework to be done for them. #BrandDisco
    • 21. Drive to yourcontent pages. #BrandDisco
    • 22. Case Study 1)  Grow New ReadershipGoals: 2)  Increase Time Spent #BrandDisco
    • 23. Case Study Strategy 33% 1)  Drive to multiple More likely to return to properties using Aol after 3 months Paid Discovery 2)  Target properties 1.7x with corresponding Longer time spent per interests visitSource: AOL internal data, compared against all external traffic sources (Jun-Nov 2011) #BrandDisco
    • 24. The Zero toHero Trap 3 Provide value before you sell
    • 25. Invite them to coffee first… #BrandDisco
    • 26. People want to share content.Not landing pages. #BrandDisco
    • 27. People want to share content.Not landing pages. #BrandDisco
    • 28. Reasons for Sharing: 1) Shape how others perceive you 2) Maintain and grow relationships 3) Share content that others find valuable 4) Source informationSource: “The Real Life Social Network,” June 2010 #BrandDisco
    • 29. Impossible is theOpposite ofPossible 4 Don’t fear text heavy campaigns
    • 30. Have no fear,heavy text can find a home. #BrandDisco
    • 31. Text!
    • 32. Dissect your content. #BrandDisco
    • 33. Include richinformation
    • 34. Capture attentionwith rich visuals
    • 35. Above-the-foldcontent, not ads
    • 36. All that works for search doesn’t work for social. #BrandDisco
    • 37. Avoid the majorinstincts of SEO. #BrandDisco
    • 38. Avoid quick calls to action
    • 39. Avoid distracting text & graphics
    • 40. Build original content
    • 41. Keep a BalancedDiet 5 Compare your campaigns across platforms
    • 42. Content is not made equal onsocial platforms. #BrandDisco
    • 43. This is bestpromoted on Facebook. #BrandDisco
    • 44. Rich executionsrequire multiple platforms. #BrandDisco
    • 45. Evaluate performanceon all platforms. #BrandDisco
    • 46. Source: Adapt.ly, April 2011 #BrandDisco
    • 47. All content is not made equal. #BrandDisco
    • 48. Q&A#BrandDisco Follow Us:@PaidDiscovery@StumbleUpon @JackK
    • 49. Thank You