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/

1. 5 Keys to Brand
Discovery
…and gimmicky weight loss
clichés to make it feel like Q1
Jack Krawczyk
@JackK
Product Marketing
StumbleUpon
January 31, 2012

2. What are we sweatin’ today?
1 Do the Basics
2 Avoid Burnout
3 The Zero to Hero Trap
4 Impossible is the Opposite of Possible
5 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 Amazon
Source: Nielsen, US, July 2011; StumbleUpon Internal Data
#BrandDisco

5. Social Bookmarking
The moment after you
experience good
content and share it.
#BrandDisco

6. Social Bookmarking
a.k.a.

7. Social Discovery
The moment where
you find something
awesome, 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 Websites
How many have social links or plug ins?

13. How many have social links or plug ins?
20 Websites
Source: 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

18. < 1%
of Top Viewed URLs
Drive to Home Page
Source: StumbleUpon Internal Data
#BrandDisco

19. Don’t overwhelm
the discovery.
#BrandDisco

20. Social media
=
Do not drive to
your home page.
#BrandDisco

21. People want the
work to be done
for them.
#BrandDisco

24. Drive to your
content pages.
#BrandDisco

25. Case Study
1) Grow New Readership
Goals:
2) Increase Time Spent
#BrandDisco

26. 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 visit
Source: AOL internal data, compared against all external traffic sources (Jun-Nov 2011)
#BrandDisco

27. The Zero to
Hero Trap
3
Provide value
before you sell

28. Invite them to
coffee first…
#BrandDisco

30. People want to
share content.
Not landing pages.
#BrandDisco

38. People want to
share content.
Not landing pages.
#BrandDisco

39. Reasons for Sharing:
1) Shape how others perceive you
2) Maintain and grow relationships
3) Share content that others find valuable
4) Source information
Source: “The Real Life Social Network,” June 2010
#BrandDisco

40. Impossible is the
Opposite of
Possible 4
Don’t fear text
heavy campaigns

41. Have no fear,
heavy text can
find a home.
#BrandDisco

43. Text!

44. Dissect your
content.
#BrandDisco

46. Include rich
information

47. Capture attention
with rich visuals

48. Above-the-fold
content, not ads

49. All that works for
search doesn’t
work for social.
#BrandDisco

50. Avoid the major
instincts of SEO.
#BrandDisco

52. Avoid quick calls
to action

53. Avoid distracting
text & graphics

54. Build original
content

55. Keep a Balanced
Diet
5
Compare your
campaigns across
platforms

56. Content is not
made equal on
social platforms.
#BrandDisco

58. This is best
promoted on
Facebook.
#BrandDisco

60. Rich executions
require multiple
platforms.
#BrandDisco

61. Evaluate
performance
on all platforms.
#BrandDisco

62. Source: Adapt.ly, April 2011
#BrandDisco

63. All content is not
made equal.
#BrandDisco

64. Q&A
#BrandDisco
Follow Us:
@PaidDiscovery
@StumbleUpon
@JackK

65. Thank You