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Transcript of Tumblr.
You can reblog her content. Especially if you relate to...
You may ask, what is "microblogging"?
Tumblr is a microblogging social medium founded by David Karp and owned by Yahoo Inc.
Microblog and Social Medium?
Content of microblogs differ from that of a regular blog, in that they are-
Known as "microposts"
If you, like this blogger, feel a bit awkward in your everyday life...
Or even this...
Tumblr allows you to post...
All from a browser, phone or email
Home to 205.1 million blogs
Types of users
Now that we know the basics behind Tumblr...
Who uses it?
Case Study #1
The Casual Visitor
Case Study #3
Garett Sloane of "Adweek" provides great insight into how Hyundai used Tumblr to promote its sponsorship of the FIFA 2014 World Cup
Why Tumblr works so well for this blog
Exhibit how an online campaign can raise AWARENESS
Connect the brand name "Hyundai" to the FIFA World Cup
Encourage fans to contribute
1) Paid Strategy
Bought trending positions
Bought sponsored posts
Targeted influential bloggers
Encouraged fans to SHARE
3) Created the hashtag
4) Got fans EXCITED!
Created by Chantal Adair in 2011
Fashion blog documenting New York street style
Few words & many images
Clothing is the main focus
Art & fashion constitutes large portion of Tumblr content
Reaches target audience
Multiple platforms--> more followers
Aimed towards target audience
Gives focus on the images
Photo series in each post
Variation in perspective
Low interaction from users
Not many Tumblr notes
Won't post content for more than a week
Photographed New York Fashion Week in 2014
Needs to expand platform beyond NYC area
Layout- Easy to navigate, colorful, attractive
Tabs- Created tabs of where to watch
Created content before a big game
Catered to specific nations
Must seek out informative content
Tumblr users are "
young & engaged
of its 34 million monthly users are
between the ages of 16 & 24
Users are equally split between
male and female
Tumblr is based around
communities of shared interests
The casual visitor is a
consumer of these interests
This ranges from interest in TV to food to exercise, etc.
within these shared interest communities.
through blogging and reblogging.
through this platform.
Oftentimes, they favor
Mashable says Tumblr naturally
A few of these are:
Social Justice Blogs
Case Study #4
"Where Happiness Lives Online"
Users who saw the posts were more likely to see the hashtag and link Hyundai to the World Cup
Created a community of fans-
"Where to watch tab"
Sharing own personal content
Beginning from a
framework led to an
"BecauseFutbol is all about the celebration of fan passion, and our partnership with Tumblr was the key to connecting, inspiring and engaging fans, turning that futbol fan passion into Hyundai brand engagement".
- Steve Shannon, Vice President of Marketing, Hyundai Motor America
-Launched in 2012
-Designed to share "random bursts of happiness"
Coke plays on the
of Tumblr, using the
based theme to encourage
heavy stream of
, Coke's strategy here is not brand awareness. Rather, it is for the
development of brand personality
“The content and voice are inspired by Coca-Cola but not always branded — part original content we create and part shared by our highly creative teen audience.”
Coke has embraced
to promote their brand. In 2012, they enlisted
5 celebrities to design
their very own
Uses Coke's signature
well (gifs, images, videos, etc.)
in portfolio design
Aesthetic image is helpful to the viral aspect of their
size of the text
makes it easy to ignore when considering their posts, which at times can
obscure the call to action
, the actual integration of Tumblr and marketing.
Does the blog succeed?
Absolutely! In terms of
, it takes the appropriate route of
and creating an
identifiable brand aesthetic
. It is a movement teens will want to
"Share your passion"
Reasons My Son is Crying
Men of Tumblr
Social Justice Blogging
Diet recipe blogs
Case Study #2
Successful Young Adult author
Green is an avid user
Engages directly with his fans; member of his own fandom
Hub of influence
Different subsections with individualized blogging styles
Links to other platforms
vlogbrothers YouTube channel
Power of "Asks"
"You can ask me questions only if you agree not to get mad if I don't answer."
But, the user must travel elsewhere to purchase
Share via "Bookmarklet"
Post via email
Mass edit posts and tags
How to judge impact
Strong user engagement and knowledge of audience
"Preferred data partners"
Track engagement with content
Track engagement with competitors
Follow conversations in other blogs
Identify target audience
One of the most popular blogs on Tumblr
User's integration into the fandom creates an opinion leader
Tumblr is an incredible platform for brands to
engage their consumers
and for individuals to
create online communities
of shared interests. By capitalizing on the site's
feature, companies can create content that is likely to be
. The site connects corporations to users' everyday lives.
Ex: Fly Art Productions