how to succeed with stumbleupon ads

How  to  Succeed  with  StumbleUpon  Ads  

Annie  Simms    Business  Development  StumbleUpon  

Mariko  Fritz-­‐Krockow  Account  Manager  StumbleUpon  

•  We  will  record  this  webinar  and  post  it  on  our  adver<ser  blog  at  h=p://www.stumbleupon.com/ads/blog/  

•  Everyone  is  on  mute,  but  please  type  any  ques<ons  into  the  chat  window  in  your  webinar  console.  

•  We  will  pause  to  answer  a  few  ques<ons  throughout  the  presenta<on  and  answer  the  rest  at  the  end.  

•  Follow  us  on  twi=er:    @stumbleuponads.    Tweet  about  the  webinar!    #suadswebinar  

•  Please  email  annie@stumbleupon.com  with  specific  follow-­‐up  ques<ons  aNer  the  webinar.  

A  Quick  Note:  

•       StumbleUpon:  Key  Facts  &  Figures  

•       Paid  Discovery:    The  Basics  

•       How  to  Choose  the  Best  Content  to  Promote  

•  How  to  Categorize  and  Target  Your  Content  

•  How  to  Create  a  Campaign  and  Understand  the  Dashboard  

•  Q&A  

Agenda  

MILLIONS  OF  WEBSITES….BILLIONS  OF  WEB  PAGES  HOW  CAN  YOU  SORT  THROUGH  IT  ALL?  

“Serendipity  can  be  calculated  now.    We  can  

actually  produce  it  electronically”  

“The  future  is  one  of  personalizaTon.    Going  to  a  website  that’s  

totally  impersonal  will  be  a  thing  of  the  past.”  

PersonalizaTon,  Serendipity,  and  Discovery  are  the  Future  of  the  Internet  

Eric  Schmidt,  CEO  Google  

Sheryl  Sandberg,  COO  Facebook  

So  how  does  it  work?  

StumbleUpon  is  a  discovery  engine  that  finds  the  best  of  the  web,  recommended  just  for  you.  

A  Decade  of  Discovery  

12  Million  +  registered  users  

1  Billion  website  ra<ngs  

20  Million  stumbles  per  day  45  Million  pages  indexed  

#2  social  media  traffic  referrer  

“StumbleUpon has consistently been in the top two social media sites in terms of traffic referrals worldwide.”

founded  in  Calgary  2001  

1M  registered  users  2006  

Acquired  by  eBay  2007  

5M  registered  users  2008  

2010  

Bought  from  eBay  2009  

With  A  Highly  AcTve  Community  

23%  

66%  

11%  

1-­‐5   6-­‐99   100+  Stumbles/day  

Broadly  AcTve  Users  

•   50%  of  users  registered  since  1/1/10  are  acTve  

•   77%  of  all  acTve  users  stumble  between  6-­‐100+  Tmes/day  

•     The  average  user  spends  7  hours/month  on  StumbleUpon  

“StumbleUpon  has  something  important  here.”  

“StumbleUpon  is  the  greatest  thing  ever  invented.”  

Facebook  StumbleUpon  

Twiger  YouTube  Reddit  Digg  

Source:  StatCounter  Global  Stats  Top  7  Social  Media  Sites  from  January  2010  –  November  2010  

StumbleUpon  is  the  #2  Referrer  of  Social  Media  Traffic  

StumbleUpon  Ads:    The  Basics  

#1  –  StumbleUpon  Ads  are  Full  Page  URLs  

#2  –  Ads  are  delivered  as  part  of  a  targeted  Stumbler’s  “stream.”  

This  is  the  bugon  a  user  clicks  to  navigate  to  this  

page  

“Sponsored”  indicates  that  this  URL  is  paid  placement  

#3  –  Each  Tme  an  ad  is  served,  5¢  is  deducted  from  your  account  balance.  

Did  you  know?  

• $10K  spent  with  StumbleUpon  will  buy  200,000  engagements  

• The  same  #  of  engagements  cost  $100K  on  average  with  search  (at  a  50¢  CPC)  

• The  same  #  of  engagements  cost  $100k  on  average  with  display  (assuming  $5  CPM  and  .5%  CTR)  

(Confiden<al)  

Where does StumbleUpon “fit”?

AWARENESS  

INTEREST  

EVALUATION  

COMMITMENT  

REFERRAL  

REPEAT  

MarkeTng  Campaigns  

PR  Extension  

Viral  Seeding  

Brand  Intro  

Brand  Awareness  

Unique  Engagement  

Guaranteed  Traffic  

How  to  Choose  the  Best  Content  to  Promote  

Rule  #1:    Ads  that  don’t  look  like  ads  work  best.  

Which  would  you  share  with  a  friend?  

Please  refer  to  our  Content  Guidelines!    

hgp://www.stumbleupon.com/ads/help/Content_Guidelines/  

Large,  blinking  font  

Minimal  content  

Quick  conversion  tacTcs  

Flashing  icons  

Promise  to  “make  money  now”  

InformaTve  StaTsTcs  

Rich  graphics  

Majority  of  content  above  the  

fold    

Soter  conversion  method  

Another  good  site.  

Rule  #2:    Check  out  what  else  is  on  SU  by  stumbling  on  your  own.      

[DEMO  OF  TOPIC  STUMBLING]  

Example:    Stumbling  through  Interior  Design  

How  to  Categorize  and  Target  Your  Content  

Rule  #1:    Think  like  a  user,  not  like  a  marketer.  

“Our  research  indicates  that  people  who  own  or  like  cats  like  our  chocolate”  

Does  this  fit  in  the  “cats”  category?  

NO!  

Food/Cooking  is  best.  

Rule  #2:    Treat  each  page  as  a  standalone.  

University/College   ParenTng/Kids   DaTng  Tips/RelaTonships  

Mint.com:    Not  Just  Personal  Finance/InvesTng  

How  to  Create  a  Campaign  and  Understand  the    

Dashboard  

Q  &  A  

Some  informaTve  blog  posts  to  check  out:    

Our  blog  hgp://www.stumbleupon.com/ads/blog  

Categorizing  your  ad  campaign  hgp://www.stumbleupon.com/ads/blog/categorizing-­‐your-­‐ad-­‐campaigns/  

BudgeTng  your  StumbleUpon  Ads  account  hgp://www.stumbleupon.com/ads/blog/budgeTng-­‐your-­‐ad-­‐account/  

Keeping  an  eye  on  your  campaign  score  hgp://www.stumbleupon.com/ads/blog/keeping-­‐score/  

Have  a  bit  of  fun  creaTng  your  own  “Ads-­‐venture”  hgp://www.stumbleupon.com/ads/blog/choose-­‐your-­‐own-­‐ads-­‐venture/  

Follow  us  on  Twiger  @StumbleUponAds  For  quesTons,  email  annie@stumbleupon.com