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.

1. How
to
Succeed
with
StumbleUpon
Ads
Annie
Simms
Business
Development
StumbleUpon
Mariko
Fritz-­‐Krockow
Account
Manager
StumbleUpon

2. • 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:

3. •
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

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

5. “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

6. So
how
does
it
work?
StumbleUpon
is
a
discovery
engine
that
finds
the
best
of
the
web,
recommended
just
for
you.

7. 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

8. 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.”

9. 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

10. StumbleUpon
Ads:
The
Basics

11. #1
–
StumbleUpon
Ads
are
Full
Page
URLs

12. #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

13. #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)

14. (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

15. How
to
Choose
the
Best
Content
to
Promote

16. Rule
#1:
Ads
that
don’t
look
like
ads
work
best.
Which
would
you
share
with
a
friend?

17. 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”

18. InformaTve
StaTsTcs
Rich
graphics
Majority
of
content
above
the
fold
Soter
conversion
method

19. Another
good
site.

20. Rule
#2:
Check
out
what
else
is
on
SU
by
stumbling
on
your
own.
[DEMO
OF
TOPIC
STUMBLING]
Example:
Stumbling
through
Interior
Design

21. How
to
Categorize
and
Target
Your
Content

22. 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.

23. Rule
#2:
Treat
each
page
as
a
standalone.
University/College
ParenTng/Kids
DaTng
Tips/RelaTonships
Mint.com:
Not
Just
Personal
Finance/InvesTng

27. How
to
Create
a
Campaign
and
Understand
the
Dashboard

28. Q
&
A

29. 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