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Tumblr.

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by

Alexis Greenberg

on 3 October 2014

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Transcript of Tumblr.

“If you want to write a several-thousand-word opus about something, Tumblr isn’t the place to do it. If you want to share a moving picture of a little kid acting like a detective as quickly and easily as possible, Tumblr is a good place to do it. That’s the microblogging aspect to Tumblr. Then, other Tumblr users who like moving pictures of little kids acting like detectives can follow you on Tumblr so they’re sure to see every moving little-kid-acting-like-a-detective picture you post. That’s the social networking aspect to Tumblr”
-Doug Aamoth
SO
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.
What is...
Tumblr?
Microblog and Social Medium?
Content of microblogs differ from that of a regular blog, in that they are-
Smaller
More concise
Known as "microposts"
YES!
BOTH!
If you, like this blogger, feel a bit awkward in your everyday life...
This
Or this...
Or even this...
Tumblr allows you to post...
Photos
Links
Audio
Video
Quotes
All from a browser, phone or email
Highly customizable
Home to 205.1 million blogs
Niche
Types of users
Tumblr Tips
Now that we know the basics behind Tumblr...
Who uses it?
Case Study #1
http://becausefutbol.com
The Casual Visitor
The Loyalist
Case Study #3
http://nycstreetfile.com
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

Overview
Why Tumblr?
Content Strategy
Goal:
Exhibit how an online campaign can raise AWARENESS
Connect the brand name "Hyundai" to the FIFA World Cup
Encourage fans to contribute
Strengths
& Weaknesses
Success?
Content Strategy
1) Paid Strategy
Bought trending positions
Bought sponsored posts
Targeted influential bloggers
2) Fans
Encouraged fans to SHARE
3) Created the hashtag
4) Got fans EXCITED!
Overview
GOALLL!!!
Strengths
Weaknesses
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
Tagging
Aimed towards target audience
Showcases individualism
Simple theme
Gives focus on the images
Photo series in each post
Variation in perspective
Low interaction from users
Not many Tumblr notes
Inconsistent blogging
Won't post content for more than a week
Kind of...
Photographed New York Fashion Week in 2014
Needs to expand platform beyond NYC area
Strengths/Weaknesses
Strengths
-
Business model
Layout- Easy to navigate, colorful, attractive
Tabs- Created tabs of where to watch
Created community
Personalized-
Created content before a big game
Catered to specific nations
Filters
Hashtag- #becausefutbol
Weaknesses
-
Must seek out informative content
Tumblr users are "
young & engaged
" --
46%
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.
SuperWhoLock
Consumer

AND producer
within these shared interest communities.

Active participant
through blogging and reblogging.
Created an
online community
through this platform.
Oftentimes, they favor
self-promotion
.
Example
Mashable says Tumblr naturally
creates subcultures
.
A few of these are:

Fandoms
Fitspiration
Social Justice Blogs
Art Blogs
Food Blogs
Case Study #4
http://coca-cola.tumblr.com
"Where Happiness Lives Online"
Overview
Example:
Success?
Yes!
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
paid
framework led to an
earned
framework
"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"
Why Tumblr?
Coke plays on the
simple design
of Tumblr, using the
portfolio
based theme to encourage
reblogging
their
photo
heavy stream of
content
.
Content Strategy
As an
established brand
, Coke's strategy here is not brand awareness. Rather, it is for the
development of brand personality
and
brand culture.
“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.”
Brand Association
Coke has embraced
celebrity collaborations
to promote their brand. In 2012, they enlisted
5 celebrities to design
their very own
Tumblr theme.
Strengths &
Weaknesses
Strengths
Uses Coke's signature
colors
Integrates
multimedia
well (gifs, images, videos, etc.)
Minimalism
in portfolio design
Aesthetic image is helpful to the viral aspect of their
social marketing
campaigns
Weaknesses
The
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?
YES!
Absolutely! In terms of
audience reach
, it takes the appropriate route of
targeted marketing
and creating an
identifiable brand aesthetic
. It is a movement teens will want to
participate
in.
"Share your passion"
Fandoms
Reasons My Son is Crying
Men of Tumblr
Fanfiction
Tumblr Meetups
Social Justice Blogging
Fitspiration
Health Blogs
Diet recipe blogs
Unhealthy Goals
thigh gaps
Depression
Self-harm
Feminism
Activism

Case Study #2
John Green
Overview
Why Tumblr?
Content Strategy
Successful Young Adult author
vlogbrothers
Nerdfighters:
DFTBA

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
DFTBA store
vlogbrothers YouTube channel
Power of "Asks"
FAQ
"You can ask me questions only if you agree not to get mad if I don't answer."
Strengths &
Weaknesses
Success?
But, the user must travel elsewhere to purchase
Share via "Bookmarklet"
Post via email
Mass edit posts and tags
Reblog frequently
Get feedback
How to judge impact
Strong user engagement and knowledge of audience
Strong integration
"Preferred data partners"
Track engagement with content
Track engagement with competitors
Follow conversations in other blogs
Identify target audience
"Advertisers Analytics"
One of the most popular blogs on Tumblr

Take-Aways
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
reblogging
feature, companies can create content that is likely to be
widely shared
. The site connects corporations to users' everyday lives.
Art blogs
Food blogs
Photography
Fashion
Ex: Fly Art Productions
Food porn
Recipes
Famous chefs
http://fishingboatproceeds.tumblr.com
Full transcript