How to Succeed with StumbleUpon Ads
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How to Succeed with StumbleUpon Ads Annie Simms Business Development StumbleUpon Mariko FritzKrockow Account Manager StumbleUpon
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This PowerPoint is from a presentation that I attended yesterday as part of my research for an article I will be posting on the PI Window on Business Blog (http://piwindowonbusiness.wordpress.com/) over the next few days. As soon as the audio is available I will synchronize it with the slides. Based on extensive analysis over the past 6 to 8 months, we have uncovered some interesting trends, in terms of demographics relating to the StumbleUpon service.
Transcript of 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 [email protected] 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 [email protected]
