how to use tumblr for social curation + brand growth
DESCRIPTION
Tumblr is all about tapping into communities to have a conversation about yourTRANSCRIPT
How to Use Tumblr for Social Curation and
Brand Growth
Lauren Cucinotta, Branding + Editorial Manager, TEDx
[email protected]@LCucinotta
Monday, November 26, 12
• Tumblr + Brands
• TEDx overview
• Best Practices
• Curate Content
• Engage your Community
• Plug in to Conversations
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Tumblr + Brands
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• 20 Billion pageviews per month (Nov 2012)
• 40% of users make up 44% total visits
• 8 languages, top users are from US, Brazil, UK, Canada and Germany
• 55% of users are under 34 years old, and another 30% are aged between 35 and 49
• Over half the users are from outside the US
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ActorsArchitectureArtArtistsBeautyBook DealsBooksBusinessCharities & Non-ProfitsComicsCultureCuratorsCuteDesignDevelopers EducationEntertainmentFashion
FilmFilmakersFitness Food & DrinkFunnyGamingHistory Home and LifestyleIllustratorsLGBTMedicineMuseumsMusicMusiciansNatureNewsNYCParentingPhotographers
PhotographyPoetryPolitics and GovernmentRecord LabelsRestaurantsScienceSpiritualitySportsStartupsStreet StyleSustainabilityTechnologyTelevisionTravel TypographyWritersYoung Adult
Tumblr is about “millions of people sharing the things they do, find, love, think, or create”
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Monday, November 26, 12
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TEDx overview
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• Over 5,200 events since 2009
• 148 countries, in 50 languages
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• Over 30,000 followers (15% - 30% increase per month)
• Most referrals come from Tumblr (TED.com is #2)
• Spend around 2 minutes on the site
• 20,000 pageviews a month
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• Daily video + photo + quote posts
• Reblog + reframe
• Tag by subject + country
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• Quote from a popular TEDxTalk
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• Overview of technology featured in a talk
• Images paired with shareable quotes
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Best Practices
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Curate Content
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• Theme
• Choose an approach: meme, reblogging, microsite
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• 7 ways to present content
• Measure success in likes + reblogs + followers
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• Brand extension
• Reblog magazine contributors and other relevant Tumblrs
• Additional content from contributors
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• Pop-up microsite for exhibition
• Submission-based
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• Support for “Smarter Planet” campaign
• Tags create “subject channels”
• Mix of original content + reblogs
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• A committed curator/curatorial team
• Test + brainstorm
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Engage your Community
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• Ask:Who is your community? (existing or Tumblr users)
How can you get content from them/collaborate
What are their stories?
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• Set up submission posts: use your community’s knowledge
• Reblog + reframe + like
• Follow users that follow you
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Plug in to Conversations
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17. Spotlight section overviewhttp://www.tumblr.com/spotlight
• Spotlight: exemplary in their subject, Tumblr curated
• Find people in your space that are having the conversation
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• Tag your posts
• Search curated tags for other blogs and users
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• Reblog + reframe conversations
• Be timely
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• Experiment with presentation: posts + theme
• Curate based on your brand needs
• Post 1- 5 posts/day
• Crowd source your content with submission posts
• Tag
• Reblog popular posts and add original content
• Be relevant
• Track with Analytics
Tips
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Questions?
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