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