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5 Keys to BrandDiscovery…and gimmicky weight lossclichés to make it feel like Q1                                  Jack Kra...
What are we sweatin’ today?1   Do the Basics2   Avoid Burnout3   The Zero to Hero Trap4   Impossible is the Opposite of Po...
Today’s Twitter Handle      #BrandDisco
Hours Spent per Month                                           (average, per person)             7.0                     ...
Social BookmarkingThe moment after you  experience good content and share it.                 #BrandDisco
Social Bookmarking       a.k.a.
Social DiscoveryThe moment where you find somethingawesome, based on   who you are.               #BrandDisco
Social Discovery       a.k.a. What we’re talking   about today.                 #BrandDisco
Do the Basics                 1            Make content          social by design
Empower your  content.          #BrandDisco
Make sharing your  content easy.             #BrandDisco
20 WebsitesHow many have social links or plug ins?
How many have social links or plug ins?                                            20 WebsitesSource: BrightEdge, “Social ...
Add social buttons!              #BrandDisco
388k       25%   lift in traffic                       #BrandDisco
Avoid Burnout                2        Don’t overwhelm                 the user
< 1%       of Top Viewed URLs       Drive to Home PageSource: StumbleUpon Internal Data                                   ...
Don’t overwhelm the discovery.           #BrandDisco
Social media        = Do not drive toyour home page.             #BrandDisco
People want thework to be done   for them.            #BrandDisco
Drive to yourcontent pages.           #BrandDisco
Case Study         1)  Grow New ReadershipGoals:         2)  Increase Time Spent                             #BrandDisco
Case Study         Strategy                                                                  33%     1)  Drive to multiple...
The Zero toHero Trap                   3               Provide value              before you sell
Invite them to coffee first…            #BrandDisco
People want to share content.Not landing pages.              #BrandDisco
People want to share content.Not landing pages.              #BrandDisco
Reasons for Sharing:            1) Shape how others perceive you            2) Maintain and grow relationships            ...
Impossible is theOpposite ofPossible            4            Don’t fear text         heavy campaigns
Have no fear,heavy text can find a home.           #BrandDisco
Text!
Dissect your  content.           #BrandDisco
Include richinformation
Capture attentionwith rich visuals
Above-the-foldcontent, not ads
All that works for  search doesn’t work for social.              #BrandDisco
Avoid the majorinstincts of SEO.             #BrandDisco
Avoid quick calls   to action
Avoid distracting text & graphics
Build original  content
Keep a BalancedDiet                  5          Compare your        campaigns across               platforms
Content is not made equal onsocial platforms.             #BrandDisco
This is bestpromoted on Facebook.           #BrandDisco
Rich executionsrequire multiple   platforms.            #BrandDisco
Evaluate  performanceon all platforms.             #BrandDisco
Source: Adapt.ly, April 2011                               #BrandDisco
All content is not  made equal.              #BrandDisco
Q&A#BrandDisco  Follow Us:@PaidDiscovery@StumbleUpon   @JackK
Thank You
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
5 Keys to Brand Discovery from StumbleUpon
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.

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
  • 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!
       Reply 
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5 Keys to Brand Discovery from StumbleUpon

  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

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