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

reddit&

#IMSLC @kaelagardner @reddit @redditgifts

so you’re scared of reddit.

what is reddit?

what is reddit?the front page of the internet

what is reddit?the front page of the internet

social news sharing site

what is reddit?the front page of the internet

social news sharing site

that site where BuzzFeed and Huffpo get all their content

14&M& 45&M& 60&M& 119&M&323&M&

1.0&B&

2.3&B&

5.0&B&

2006& 2007& 2008& 2009& 2010& 2011& 2012& 2013&

reddit&is&the&fastest&growing&social&space&in&America.&

It’s%also%one%of%the%most%influen1al.%

*Monthly&&pageviews&

key demographicscommunity

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%

36.3%

35.2

81.1%

16:16

male

female

median age

returning users

time on site for returning users

85%registered to vote

$67,973.30median household income

92%made online purchases in the last 6 months

78%college education

62%

9%

7%3%

19% rest of world

redditors hate marketing

redditors hate marketing

learn the landscape

the rules of reddit1. 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.

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/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/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/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/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/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/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/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/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/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/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/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/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/hammockcamping: 1,090

/r/trailguides: 1,772

/r/alpinism: 6,585

/r/mountaineering: 3,034

/r/shoestring: 12,236

/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/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/canyoneering: 1,989

/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/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/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/bushcraft: 14,131

/r/outdoorskills: 677

/r/survival: 58,037

/r/hammockcamping: 1,090

/r/trailguides: 1,772

/r/alpinism: 6,585

/r/mountaineering: 3,034

/r/shoestring: 12,236

/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/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/canyoneering: 1,989

/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/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/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/bushcraft: 14,131

/r/outdoorskills: 677

/r/survival: 58,037

/r/hammockcamping: 1,090

/r/trailguides: 1,772

/r/alpinism: 6,585

/r/mountaineering: 3,034

/r/shoestring: 12,236

/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/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/canyoneering: 1,989

/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

create kickass ads

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

41

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

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

be a part of the community

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

[email protected] | @kaelagardner | /u/highshelfofsteam