The key to building native advertising products is to understand the context with which people use your service. At StumbleUpon, we wanted to better understand how people are engaging with content that they consume with the people in their lives. Key Takeaways: + You need to determine whether your customer engages with your brand via a deep personal connection or a light weight quick interaction. + Shopping, Automotive & Financial are the least "social" verticals and tend to skew toward intimate interaction. + Humor, Tech & Music are the most social media friendly categories, primed for lightweight social interaction. + TV has the weakest connection toward social media discussion, though content discovered via social media drives offline interaction. + YouTube, Sports websites, and StumbleUpon inspire the most communication among friends in both online and offline worlds.

1. What Does It
Mean to Be Social?!
Jack Krawczyk!
@JackK!
Head of Monetization
StumbleUpon

3. Brands align with
social context.!

4. Shared!
Experiences!
Develop!
Relationships!

5. Missed!
Experiences!
Kindle!
Relationships!

6. And sometimes we just need
to let the world know…!

7. Being social means
connecting with the
people in your life.!

8. The Social Scale!
1-2 people! Your world!
What kind of car Batman was
should I get? incredible!
What are you doing for
the Giants game?

9. The Social Scale!
Intimate! Broadcast!
What kind of car Batman was
should I get? incredible!
What are you doing for
the Giants game?

10. The Social Scale!
Intimate! Broadcast!

11. Where does your
brand fit on the
social scale?!

13. What is the 'social’
response to content?!

14. Where do you consume stuff?!
Offline! Websites!
Social Media! News
Humor
Sitcom Automotive
Drama Facebook Travel
Sports
News Twitter Tech
Sports YouTube Shopping
Financial
Food Pinterest Movies
Reality TV Music
StumbleUpon TV
Documentary LinkedIn Search
Gaming
Tumblr

15. What do you do when you find
something you like?!
I talk about it with my Post about it to
friends Facebook
Email friend(s) Tweet about it
Text/SMS friend(s) Blog about it
Intimate! Broadcast!

16. The Social Scale!
Intimate! Broadcast!

17. Actively Discuss!
Intimate! Broadcast!
Keep it to Myself!

18. Actively Discuss!
Highly discussed across all
forms of communication
Small talk
zone
Intimate! Broadcast!
Highly personal,
discussed mostly
with small groups
Keep it to Myself!

19. What do you do when
you find something
you like?!

20. Actively Discuss!
Social!
Media!
Intimate! Broadcast!
Keep it to Myself!

21. Social Media drives
active discussion in
our life on- & offline!

22. Actively Discuss!
Sports
Offline!
News
Intimate!
Reality TV
Documentary
Broadcast!
Drama
Sitcom
Food
Keep it to Myself!

23. TV is not directly
social on social media!

24. Actively Discuss!
Website!
Sports Humor
News Tech
Music
Movies
Travel
Intimate! Broadcast!
Gaming
Search
TV
Shopping
Automotive
Financial
Keep it to Myself!

25. The more personal
the vertical,!
the less we talk
about it.!

26. Actively Discuss!
Sports Sports Humor
News Tech
Music
News Movies
Intimate! Travel
Documentary
Broadcast!
Reality TV
Gaming
Search
TV
Shopping
Drama
Automotive
Financial
Sitcom Food
Keep it to Myself!

27. Actively Discuss!
Sports Sports Humor!
News Tech
Music!
News Movies!
Intimate! Travel
Documentary
Broadcast!
Reality TV
Gaming
Search
TV
Shopping
Drama
Automotive
Financial
Sitcom Food
Keep it to Myself!

28. Actively Discuss!
Sports Sports Humor
News Tech
Music
News Movies
Intimate! Travel
Documentary
Broadcast!
Reality TV
Lightweight! TV Search
Gaming
Conversation!
Shopping
Drama
Automotive
Starters!
Financial
Sitcom Food
Keep it to Myself!

30. http://www.sociallifeaudit.com/!

31. http://www. thenationalhonestyindex.com/!

32. Actively Discuss!
Sports Sports Humor
Deeper
News Tech
YouTube
Discussion Music
News Pieces!
Movies
Intimate! Travel
Broadcast!
Documentary
Reality TV
Gaming
Search
TV
Shopping
Drama
Automotive
Financial
Sitcom Food
Keep it to Myself!

33. http://www.chaosinyourtown.com/!

34. http://responsibility-project.libertymutual.com/!

35. Warby Parker!

36. WTF?!!

37. email me, bro!

38. Does your brand skew !
Intimate or Broadcast?!

39. Supply exists for both.!

40. Supply of Shares!
For every 2 direct
share to shares
Facebook! generated!
Source: StumbleUpon / Buzzfeed Study, April 2012

41. Demand for Shares!
For every
9 page
share to
views!
Facebook!
Source: StumbleUpon / Buzzfeed Study, April 2012

42. Embrace the context
your brand owns.!

43. If you skew intimate,
build things that help
people create a direct
connection.!

44. Intimate Pro Tip:!
!
Build more email into
your social flow.!

45. If you skew broadcast,
distribute your !
content natively.!

46. Broadcast Pro Tip:!
!
Make the interaction as
bite sized as possible.!

47. Being social means
connecting with the
people in your life.!

48. Thank You!
Hit Me Up!
@JackK!