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
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