5 keys to brand discovery from stumbleupon
DESCRIPTION
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 [email protected] 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/TRANSCRIPT
5 Keys to Brand Discovery
Jack Krawczyk
Product Marketing StumbleUpon
…and gimmicky weight loss clichés to make it feel like Q1
January 31, 2012
@JackK
What are we sweatin’ today?
Do the Basics
Avoid Burnout
The Zero to Hero Trap
Impossible is the Opposite of Possible
Keep a Balanced Diet
1
2
3
4
5
Today’s Twitter Handle
#BrandDisco
Hours Spent per Month
1.5 Google
5.3 Facebook
7.0 StumbleUpon
(average, per person)
Source: Nielsen, US, July 2011; StumbleUpon Internal Data
0.5 Amazon #BrandDisco
Social Bookmarking
The moment after you experience good
content and share it.
#BrandDisco
a.k.a. Social Bookmarking
Social Discovery
The moment where you find something
awesome, based on who you are.
#BrandDisco
a.k.a. Social Discovery
What we’re talking about today.
#BrandDisco
Make content social by design
1 Do the Basics
Empower your content.
#BrandDisco
Make sharing your content easy.
#BrandDisco
20 Websites How many have social links or plug ins?
20 Websites How many have social links or plug ins?
Source: BrightEdge, “Social Share Analysis: Tracking Social Adoption and Trends,” Aug 2011
Add social buttons!
#BrandDisco
388k 25% lift in traffic
#BrandDisco
Don’t overwhelm the user
2 Avoid Burnout
< 1% of Top Viewed URLs Drive to Home Page
Source: StumbleUpon Internal Data #BrandDisco
Don’t overwhelm the discovery.
#BrandDisco
Social media =
Do not drive to your home page.
#BrandDisco
People want the work to be done
for them.
#BrandDisco
Drive to your content pages.
#BrandDisco
Case Study
Goals: 1) Grow New Readership
2) Increase Time Spent
#BrandDisco
Case Study
Strategy 1) Drive to multiple
properties using Paid Discovery
2) Target properties with corresponding interests
33% More likely to return to Aol after 3 months
1.7x Longer time spent per visit
Source: AOL internal data, compared against all external traffic sources (Jun-Nov 2011) #BrandDisco
Provide value before you sell
3 The Zero to Hero Trap
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
3) Share content that others find valuable
4) Source information
Source: “The Real Life Social Network,” June 2010 #BrandDisco
Don’t fear text heavy campaigns
4 Impossible is the Opposite of Possible
Have no fear, heavy text can find a home.
#BrandDisco
Text!
Dissect your content.
#BrandDisco
Include rich information
Capture attention with rich visuals
Above-the-fold content, not ads
All that works for search doesn’t
work for social.
#BrandDisco
Avoid the major instincts of SEO.
#BrandDisco
Avoid quick calls to action
Avoid distracting text & graphics
Build original content
Compare your campaigns across
platforms
5 Keep a Balanced Diet
Content is not made equal on
social platforms.
#BrandDisco
This is best promoted on
Facebook.
#BrandDisco
Rich executions require multiple
platforms.
#BrandDisco
Evaluate performance
on all platforms.
#BrandDisco
Source: Adapt.ly, April 2011 #BrandDisco
All content is not made equal.
#BrandDisco
Q & A
Follow Us: @PaidDiscovery @StumbleUpon
@JackK
#BrandDisco
Thank You