What Does It Mean to be Social?

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The key to building native advertising products is to understand the context with which people use your service. At StumbleUpon, we wanted to better understand how people are engaging with content …

The key to building native advertising products is to understand the context with which people use your service. At StumbleUpon, we wanted to better understand how people are engaging with content that they consume with the people in their lives.

Key Takeaways:

+ You need to determine whether your customer engages with your brand via a deep personal connection or a light weight quick interaction.

+ Shopping, Automotive & Financial are the least "social" verticals and tend to skew toward intimate interaction.

+ Humor, Tech & Music are the most social media friendly categories, primed for lightweight social interaction.

+ TV has the weakest connection toward social media discussion, though content discovered via social media drives offline interaction.

+ YouTube, Sports websites, and StumbleUpon inspire the most communication among friends in both online and offline worlds.

More in: Technology , Business
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Transcript

  • 1. What Does ItMean to Be Social?!Jack Krawczyk!@JackK!Head of MonetizationStumbleUpon
  • 2. Brands align with social context.!
  • 3. Shared! Experiences! Develop!Relationships!
  • 4. Missed! Experiences! Kindle!Relationships!
  • 5. And sometimes we just need to let the world know…!
  • 6. Being social meansconnecting with thepeople in your life.!
  • 7. The Social Scale!1-2 people! Your world!What kind of car Batman wasshould I get? incredible! What are you doing for the Giants game?
  • 8. The Social Scale!Intimate! Broadcast!What kind of car Batman wasshould I get? incredible! What are you doing for the Giants game?
  • 9. The Social Scale!Intimate! Broadcast!
  • 10. Where does yourbrand fit on the social scale?!
  • 11. What is the social’response to content?!
  • 12. Where do you consume stuff?! Offline! Websites! Social Media! News HumorSitcom AutomotiveDrama Facebook Travel SportsNews Twitter TechSports YouTube Shopping FinancialFood Pinterest MoviesReality TV Music StumbleUpon TVDocumentary LinkedIn Search Gaming Tumblr
  • 13. What do you do when you find something you like?!I talk about it with my Post about it tofriends FacebookEmail friend(s) Tweet about itText/SMS friend(s) Blog about it Intimate! Broadcast!
  • 14. The Social Scale!Intimate! Broadcast!
  • 15. Actively Discuss!Intimate! Broadcast! Keep it to Myself!
  • 16. Actively Discuss! Highly discussed across all forms of communication Small talk zoneIntimate! Broadcast!Highly personal,discussed mostlywith small groups Keep it to Myself!
  • 17. What do you do when you find something you like?!
  • 18. Actively Discuss!Social!Media! Intimate! Broadcast! Keep it to Myself!
  • 19. Social Media drives active discussion inour life on- & offline!
  • 20. Actively Discuss! Sports Offline! NewsIntimate! Reality TV Documentary   Broadcast!DramaSitcom Food Keep it to Myself!
  • 21. TV is not directlysocial on social media!
  • 22. Actively Discuss!Website! Sports Humor News Tech Music Movies Travel Intimate! Broadcast! Gaming Search TV Shopping Automotive Financial Keep it to Myself!
  • 23. The more personal the vertical,! the less we talk about it.!
  • 24. Actively Discuss! Sports Sports Humor News Tech Music News MoviesIntimate! Travel Documentary   Broadcast! Reality TV Gaming Search TV ShoppingDrama Automotive FinancialSitcom Food Keep it to Myself!
  • 25. Actively Discuss! Sports Sports Humor! News Tech Music! News Movies!Intimate! Travel Documentary   Broadcast! Reality TV Gaming Search TV ShoppingDrama Automotive FinancialSitcom Food Keep it to Myself!
  • 26. Actively Discuss! Sports Sports Humor News Tech Music News MoviesIntimate! Travel Documentary   Broadcast! Reality TVLightweight! TV Search GamingConversation! ShoppingDrama AutomotiveStarters! FinancialSitcom Food Keep it to Myself!
  • 27. http://www.sociallifeaudit.com/!
  • 28. http://www. thenationalhonestyindex.com/!
  • 29. Actively Discuss! Sports Sports Humor Deeper News Tech YouTube Discussion Music News Pieces! MoviesIntimate! Travel Broadcast! Documentary   Reality TV Gaming Search TV ShoppingDrama Automotive FinancialSitcom Food Keep it to Myself!
  • 30. http://www.chaosinyourtown.com/!
  • 31. http://responsibility-project.libertymutual.com/!
  • 32. Warby Parker!
  • 33. WTF?!!
  • 34. email me, bro!
  • 35. Does your brand skew !Intimate or Broadcast?!
  • 36. Supply exists for both.!
  • 37. Supply of Shares! For every 2 direct share to shares Facebook! generated!Source: StumbleUpon / Buzzfeed Study, April 2012
  • 38. Demand for Shares! For every 9 page share to views! Facebook!Source: StumbleUpon / Buzzfeed Study, April 2012
  • 39. Embrace the context your brand owns.!
  • 40. If you skew intimate,build things that helppeople create a direct connection.!
  • 41. Intimate Pro Tip:! !Build more email into your social flow.!
  • 42. If you skew broadcast, distribute your ! content natively.!
  • 43. Broadcast Pro Tip:! !Make the interaction asbite sized as possible.!
  • 44. Being social meansconnecting with thepeople in your life.!
  • 45. Thank You! Hit Me Up! @JackK!