IMSLC: Marketing to Suspicious Audience (Kaela Gardner from Reddit)

reddit&
#IMSLC
@kaelagardner
@reddit
@redditgifts

what is reddit?
the front page of the internet

what is reddit?
social news sharing site

what is reddit?
social news sharing site
that site where BuzzFeed and
Huffpo get all their content

reddit&is&the&fastest&growing&social&space&in&America.&
It’s%also%one%of%the%most%influen1al.%
14&M& 45&M& 60&M& 119&M&
323&M&
1.0&B&
2.3&B&
5.0&B&
*Monthly&
&pageviews&
2006& 2007& 2008& 2009& 2010& 2011& 2012& 2013&

key demographics
community
every month, reddit generates over
6.2 billion page views
from over
174 MM unique visitors
visiting from over
190 countries
that stay on reddit for over
12:50 avg. time on site
powering over
8K active communities
casting over
22 MM votes
users geography
63.7%
male
36.3%
female
35.2
median
age
81.1%
returning
users
16:16
time on site
for returning
users
85%
registered
to vote
$67,973.30
median
household
income
92%
made online
purchases
in the last 6
months
78%
college
education
62%
9%
7%
3%
19% rest of world

the rules of reddit
1. Don’t spam.
2. Don’t ask for votes or engage in
vote manipulation.
3. Don’t post personal information.
4. No child pornography or sexually
suggestive content featuring minors.
5. Don’t break the site or do anything
that interferes with normal users of
the site.

IMSLC: Marketing to Suspicious Audience (Kaela Gardner from Reddit)

find your perfect
target demographic

/r/campingandhiking: 76,589
/r/hiking: 30,569
/r/camping: 35,530
/r/backpacking: 45,211
/r/outdoors: 19,264
/r/nature: 24,774
/r/adventures: 5,358
/r/travel: 173,025
/r/solotravel: 24,456

/r/hiking: 30,569
/r/camping: 35,530
/r/outdoors: 19,264
/r/nature: 24,774
/r/travel: 173,025
/r/advancedbackpacking: 1,331
/r/wildernessbackpacking: 4,187
/r/ultralight: 13,061
/r/canoecamping: 963
/r/motocamping: 4,244
/r/overlanding: 3,756
/r/hammocks: 13,917
/r/hammockcamping: 1,090
/r/trailguides: 1,772
/r/alpinism: 6,585
/r/mountaineering: 3,034
/r/shoestring: 12,236

/r/hiking: 30,569
/r/camping: 35,530
/r/outdoors: 19,264
/r/nature: 24,774
/r/travel: 173,025
/r/hammocks: 13,917
/r/alpinism: 6,585
/r/outdoorsgear: 1,422
/r/campinggear: 7,282
/r/geartrade: 3,172
/r/myog: 10,865
/r/flashlight: 7,585
/r/gopro: 28,404
/r/trailmeals: 11,934

/r/hiking: 30,569
/r/camping: 35,530
/r/outdoors: 19,264
/r/nature: 24,774
/r/travel: 173,025
/r/hammocks: 13,917
/r/alpinism: 6,585
/r/geartrade: 3,172
/r/myog: 10,865
/r/gopro: 28,404
/r/springporn: 1,839
/r/waterporn: 55,351
/r/jungleporn: 783
/r/nationalgeographic: 4,376
/r/earthporn: 3,867,063
/r/naturegifs: 14,965
/r/winterporn: 30,578
/r/autumnporn: 12,145
/r/ruralporn: 11,707
/r/botanicalporn: 27,258
/r/beachporn: 3,020
/r/fireporn: 29,140
/r/lakeporn: 1,227
/r/seaporn: 9,222
/r/naturepics: 3,143
/r/skyporn: 47,603
/r/earthporngifs: 5,309
/r/amateurearthporn: 2,539
/r/summerporn: 2,359

/r/hiking: 30,569
/r/camping: 35,530
/r/outdoors: 19,264
/r/nature: 24,774
/r/travel: 173,025
/r/hammocks: 13,917
/r/caving: 3,788
/r/searchandrescue: 1,267
/r/climbing: 55,152
/r/slackline: 4,964
/r/kayaking: 12,502
/r/canoeing: 1,281
/r/whitewater: 2,914
/r/sailing: 18,140
/r/snowboarding: 44,878
/r/skiing: 27,812
/r/backcountry: 2,541
/r/xcountryskiing: 1,067
/r/adrenaline: 7,255
/r/alpinism: 6,585
/r/geartrade: 3,172
/r/myog: 10,865
/r/gopro: 28,404
/r/jungleporn: 783
/r/beachporn: 3,020
/r/fireporn: 29,140
/r/lakeporn: 1,227
/r/seaporn: 9,222
/r/skyporn: 47,603
/r/canyoneering: 1,989

/r/hiking: 30,569
/r/camping: 35,530
/r/outdoors: 19,264
/r/nature: 24,774
/r/travel: 173,025
/r/hammocks: 13,917
/r/caving: 3,788
/r/climbing: 55,152
/r/slackline: 4,964
/r/kayaking: 12,502
/r/canoeing: 1,281
/r/sailing: 18,140
/r/skiing: 27,812
/r/bushcraft: 14,131
/r/outdoorskills: 677
/r/survival: 58,037
/r/alpinism: 6,585
/r/geartrade: 3,172
/r/myog: 10,865
/r/gopro: 28,404
/r/jungleporn: 783
/r/beachporn: 3,020
/r/fireporn: 29,140
/r/lakeporn: 1,227
/r/seaporn: 9,222
/r/skyporn: 47,603

/r/hiking: 30,569
/r/camping: 35,530
/r/outdoors: 19,264
/r/nature: 24,774
/r/travel: 173,025
/r/hammocks: 13,917
/r/caving: 3,788
/r/climbing: 55,152
/r/slackline: 4,964
/r/kayaking: 12,502
/r/canoeing: 1,281
/r/sailing: 18,140
/r/skiing: 27,812
/r/bushcraft: 14,131
/r/outdoorskills: 677
/r/survival: 58,037
/r/alpinism: 6,585
/r/geartrade: 3,172
/r/myog: 10,865
/r/gopro: 28,404
/r/jungleporn: 783
/r/beachporn: 3,020
/r/fireporn: 29,140
/r/lakeporn: 1,227
/r/seaporn: 9,222
/r/skyporn: 47,603
/r/appalachiantrail: 8,828
/r/socalhiking: 3,934
/r/campandhikemichigan: 454
/r/adirondacks: 1,610
/r/minnesotacamping: 693
/r/coloradohikers: 1,441
/r/nctrails: 851
/r/joshuatree: 1,643
/r/vancouverhiking: 629
/r/yosemite: 2,433
/r/parkrangers: 826
/r/yellowstone: 1,236
/r/stateparks: 546
/r/pacificcresttrail: 2,156
/r/nationalparks: 952
/r/norcalhiking: 1075

reddit.com/advertising reddit.com/wiki/brandiquette

there’s SO MUCH
MORE than just ads

More than 250,000 participants in 160 countries send
each other gifts in Secret Santa-style exchanges
More than 400,000 people from 188 countries have sent
each other gifts in Secret Santa-style exchanges

My heart is overflowing from the
warmth and good feelings in this
gift!!! Such an amazing legacy!
Nissan has won me over by their
gesture in this exchange. Great
PR too!
- EDE85
WOW. This is seriously amazing.
Best redditgift EVER. Nissan has
won me over too, this is better
than any commercial!
- patterpawz
This is wonderful! I'm saving up
for a car and Nissan was on my
top 3 choices... it might just be at
the top right now!
- meriti
41
As a teacher who’ll be working
out in the outback next year, I
find Skype in the Classroom a
really intriguing resource
- chickenplucka
That’s really awesome. Good
job Skype in the Classroom!
- SideburnsMephisto
This inspires me; I’m going to
use Skype with my students.
Have already been looking at
their site.
- BeamQueen
You are awesome for doing
this.
- IBrewMyOwnBeer209
This is really cool :-)
Thank you for the support!
Taking a look at your website,
now
- kalouap
Aw this is so cool! That’s
really great of them!
- BostonTerrierLuv
Holy, just checked out the
recipes on their site. They look
amazing!!
- livecontent

tl;dr: tips for winning reddit
• Understand the landscape
• follow the rules
• use search
• spend time in relevant subreddits
• reddit.com/domain/_____/
• Find your perfect target demographic
• Create kickass ads
• Link ads drive traffic; text ads drive
conversations and conversions
• Open a conversation and ENGAGE
• Have something to offer
• Go beyond ads
• Participate in redditgifts exchanges
• Become a gold partner
• Host an AMA
• Become a part of the community
• Join the conversations that are
happening all around you
• Interact with people on an
individual level
• BE HUMAN
kaela@reddit.com | @kaelagardner | /u/highshelfofsteam

IMSLC: Marketing to Suspicious Audience (Kaela Gardner from Reddit)

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