eModeration Tumblr Tutorial for Brands
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Transcript of eModeration Tumblr Tutorial for Brands
A Tumblr
Tutorial for
Brands
Authored by
Date
26
2012
For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com
eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK
A guide to the micro-blogging platform: what it is,
and best practice for use to market your brand
March 2012 Authored by Bliss Hanlin
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eModeration guide; A Tumblr Tutorial for Brands
Contents
Understanding Tumblr 3
But what exactly is Tumblr? 4
Who's tumbling? ..................................................................................................................................... 5 What's on Tumblr? .................................................................................................................................. 5 Brands on Tumblr .................................................................................................................................... 6 Music ......................................................................................................................................................... 6 Fashion ...................................................................................................................................................... 7 Celebrities ................................................................................................................................................ 8 Journalism ................................................................................................................................................ 9
Getting Started 10
Features .................................................................................................................................................. 10 Themes ................................................................................................................................................... 11 The Bookmarklet ................................................................................................................................... 11 Content .................................................................................................................................................. 11
Best Practices 12
Accessibility ........................................................................................................................................... 14 Challenges ............................................................................................................................................. 15 Thoughts on Tumblr .............................................................................................................................. 16
Is Tumblr right for your brand? 18
About eModeration 19
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eModeration guide; A Tumblr Tutorial for Brands
Understanding Tumblr
Visual content, curation and storytelling are the three evolving trends for 2012 when it comes
to emerging niche social networks, and you might be wondering how to harness the power of
microblogging platform Tumblr for your brand and marketing strategy. In this guide, we will
take a look at different aspects of Tumblr and how they relate to brands.
Unlike content based, older forms of networking (Twitter,
Facebook, LinkedIn), services like Pinterest, Posterous and
Instagram allow users to share visually in a way that
bypasses personal networks, commentary and
conversations, and instead relies on viral spread. Microblog
king Tumblr manages to combine the small form blog with
highly engaging photos and other rich media in an
interface that allows even the most recalcitrant would-be
blogger, overwhelmed by the empty expanses and
unwieldy dashboards of WordPress and the like, an easy entry point into life/lifestyle curation.
In Tumblr’s own words, Tumblr is about "millions of people sharing the things they do, find,
love, think, or create." Sharing is “effortless” and “insanely easy.” Tumblr is both personal and
editorial, and comes with a baked-in community that is eager to explore other Tumbles. It is
feature rich, but with a deceptively simple interface. Tumblr as a platform is available for
iPhone, Android, web, voice, can integrate with Facebook and Twitter, and blogs published
from mobile are just as sharp as ones published from web. The curation and identity points
are so strong that some Tumblr authors have found themselves with book deals based around
the concept of their microblog.
Tumblr passed Wordpress in number of blogs in 2011
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eModeration guide; A Tumblr Tutorial for Brands
But what exactly is Tumblr?
Tumblr is a bit like a Twitter and WordPress mash-up. Tumblr is both a microblogging platform
and a social network where "short form" content rules. On Tumblr, members post original
“tumblogs,” or miniature blogs that may be devoted to a very narrow subject, be short in
length, focus on a meme curation, present a piece of media (photos, video, audio,) display
quippy or zeitgeistie quotes and links, and/or reflect a stream-of-consciousness style. Anytime
a user sees something interesting online, a quick click on a “Share on Tumblr” bookmarklet
tumbles the snippet directly. The result is a multi-media smorgasbord that takes very little time
and effort to maintain. Unlike the “web logs” of yesteryear, wordy personal reflection and
super-techie customization are considered passé on Tumblr. As David Karp, the CEO of
Tumblr puts it, "All blogs took the same form,” he notes. “I wanted something much more free-
form, much less verbose."
Unlike Google+ or even Facebook, from a user experience perspective Tumblr isn’t about
defining circles of social permission or gating content. In the war of “walled web versus open
web,” Tumblr is firmly on the side of setting the information free. The default settings for all
tumblogs have public as the default access level. Built on a "follow model," Tumblr's built-in
sense of discovery allows connections to form
across the globe. Unlike Facebook, new
members can still have an exciting experience
without having to have personal friends on
board. While a private blog is possible, it takes
quite a few steps to reach and isn’t even
possible for the initial blog on a user’s account.
90% of Tumblr’s new registrations come
through Tumblr blogs themselves. Once
registered, 85% of users are still posting a
week after sign up.
But while Tumblr is a huge community (with close to 503M visits a month and counting,) it is
also self-referential. Instead of “commenting,” as members might do on Facebook or an
older style blog, Tumblr members are more apt to reblog and “like” to show their approval. It
takes effort to even enable traditional style commenting via a Disqus plug-in to a Tumblr
template. Once a blog post gets traction from a reblog chain reaction, it quickly moves from
blog fodder to meme. All of the account names participating in the reblog or like action are
logged, and their Tumblr logs are automatically linked.
"Let's reblog each other, back and forth, forever" by Topherchris
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eModeration guide; A Tumblr Tutorial for Brands
Who's tumbling?
Introduced in 2007, Tumblr has steadily increased in
population as mobile and smartphones have become
incorporated in everyday life. The site saw hockey stick
growth in late 2009, as college students and tech-
lovers world-wide adopted the platform.
Per the comScore, users spend an average of 89
minutes per visitor a month on Tumblr. Quantcast tells
us that the demographics are split fairly evenly
between men and women, with the majority of users
falling in the 18 - 34 age range. Approximately 50% of
the traffic currently comes from the US, with the
remaining percentage being international. (Traffic has
been so heavy, quite a bit of the recent funding round
is going to shoring up the back end in order to handle
the surge.)
What's on Tumblr?
The world of Tumblr is a wide and varied one. Personal blogs often center on a meme (aka,
single topic blogs) from range in subject from riffs on modern design like Unhappy Hipsters to
Ryan Gosling "Hey, Girl" witticisms. Users are expert content curators, pulling material from a
wide assortment of published sources and also upload visual content of their own. Design,
fashion, and music all are popular focuses of the Tumblr audience.
A separate style of Tumblr blog is one devoted to
reblogging, or internal curation and sharing, where a
member neither posts original content nor
commentary on outside content, but instead
"reblogs" from within the Tumblr community.
Reblogging is a sticky factor when it comes to user
engagement and the site. Like the members of
Pinterest, Tumblr users have a constant stream of new
and interesting content flowing on site, much of it
positioned as the hippest, latest, and/or coolest thing
since sliced bread.
Average minutes per visitor to social media sites in
Jan 2012: source: COMscore via WSJ.com http://online.wsj.com/article/SB10001424052970204653604577249341
403742390.html
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eModeration guide; A Tumblr Tutorial for Brands
Brands on Tumblr
As Tumblr’s media evangelist Mark Coatney puts it, Tumblr is “a network of interests rather
than people who know each other. This gives more flexibility and expression to your brand.“
Diana Hong, creative director at New York's Create The Group, has salient advice: “If a brand
has an idea of what their voice is on Tumblr, then that works,” she said. “It’s about creating a
culture.” The below is just a smattering of the brands currently participating on Tumblr.
Music
Music lovers congregate on Tumblr, eager to share the next best thing, archive minutia
(MVMVMV) or celebrate their collective good taste (Songs You Used to Love.) It can be an
uneasy balancing act for a brand to try its hand at authenticity and promotion at the same
time, but a few major brands are giving it a go - including EMI, Sony Music Canda, and MTV.
Major artists are also willing to experiment with the platform, with the Beastie Boys, Brittany
Spears, and Mike McCready contributing.
Adweek's profile on MTV's venture into Tumblrland
illuminates some of the reasoning why a cultural media
force would fit with a microblogging platform. #MTV was
already one of the more popular Tumblr tags and the
channel wanted to take part in sharing its content. MTV
also wants to target the web culture and design
communities, which it thinks will mesh well with its image.
The Tumblr is a way for MTV to showcase the talents of its
employees: Many of the company’s staffers are
contributors, under the supervision of MTV’s social media
manager Tom Fishman. “We feel like MTV could be a
really powerful curatorial force.”
Pete Wentz would like to tumble with you
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eModeration guide; A Tumblr Tutorial for Brands
Backstage at the Tory Birch Fall 2012 show
Fashion
Fashion is huge on Tumblr, with everything
from street-style blogs to brands
representing. As fashion is all about a point
of view, it is no wonder that it should find a
natural home on Tumblr. According to
Tumblr founder and CEO David Karp, 1 out
of 10 in the top 1,000 of Tumblr blogs is
fashion-related. Tumblr posts that are
fashion-related are reblogged on a much
greater scale than a general Tumblr post,
states Tumblr Fashion Director Rich Tong,
suggesting that “there’s a huge capacity
for fashion content to go viral on Tumblr.”
While some fashion brands present
product shots (Kate Spade NY, Alexander McQueen's McQ), Erika Bearman, director of
communications for luxury brand Oscar de la Renta, sees her role of OscaPRGirl a little
differently, eschewing direct promotion for a softer approach of interesting, relevant content
that works on themes of identity and aspiration.
“We wanted to be blogging because we knew it was relevant; that’s what smart, stylish
woman do these days: they blog or read blogs," says Julie Fredrickson, Ann Taylor’s digital
marketing manager. Nielson research agrees. According to new research (with a data set
including Tumblr,) most bloggers are well-educated, active in social networks, and are
female.
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eModeration guide; A Tumblr Tutorial for Brands
Celebrities
Celebrities are finding a home on Tumblr,
where their curious mix of personal,
promotional, and taste-making comes off
as intimate and genuine, even when a
publicist or social media team is at the
helm. Lady GaGa, Joseph Gordon-Levitt,
and Zooey Deschanel and even US
President Obama are but a few of the big
names who have established Tumblr blogs.
John Mayer recently canceled an upcoming tour
via Tumblr, using the microblog's wordier-than-
Twitter platform to go into detail about his health
condition and plans for his soon-to-be-released
album. Impresario Jay-Z has embraced Tumblr to
unify his many pursuits and wrap them all into a
tidy Tumblr, "ultra-cool" package.
http://barackobama.tumblr.com/
Beyonce and Jay-Z introduced their daughter to the
world via a dedicated Tumblr blog
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eModeration guide; A Tumblr Tutorial for Brands
Journalism
Journalism is such a valued portion of Tumblr, that Tumblr recently hired Chris Mohney, its first
Editor-in-Chief. The company's plan is to find editorial journalists to hand-pick the best Tumblr
links and pages and showcase them. The company's plan is to find editorial journalists to
hand-pick the best Tumblr links and pages and showcase them. Tumblr's vice president
Andrew McLaughlin says that by supporting journalist members,Tumblr will be able to provide
original content that is "real journalism and analysis, not P.R. fluff."
Curiously enough, journalists among other publishers were
some of the first to fully embrace Tumblr. Mark Coatney
(formerly) of Newsweek says of his ramp-up: "No one at
Newsweek really knew what I was doing," allowing him the
freedom to develop a cutting-edge style for Newsweek's
Tumblr that quickly developed a following. Tumblr so
appreciated Coatney's efforts, they hired him as a media
evangelist. Now legitimate journalism brands like The
Atlantic, and The Economist, and as far-ranging as Chile's La
Nacion all have topical news tumblogs.
Publishing houses are eager to work with Tumblr and no wonder - they, among all brands,
have an ever-flowing source of content and the editorial eye that turns a tumblr into
something follow-worthy. For publisher especially, there is a great opportunity for cross-
channel marketing, where a small snippet from a more in-depth source might be pulled and
presented as a teaser or stand-alone piece. Rolling Stone, Elle Magazine, and Huffington Post
are just a few of the major media presences on Tumblr.
Yogi Berra's hands, from The New
York Times' Lively Morgue Tumblr
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eModeration guide; A Tumblr Tutorial for Brands
Getting Started
Before you set up a brand Tumblr, you will want to explore your competitor’s accounts:
review how other brands and individuals are using Tumblr and what kind of content and tone
they provide.
Creating a personal Tumblr to check out the tools and the lay of the land is in a would-be
brand Tumblrer's best interest, as experimenting with an account tied to Joe Smith is one
thing, but jeopardizing your brand's name equity is quite another: so we suggest you
experiment with a personal account first. More details on set-up and particular issues that will
be of interest to social media and marketing brand managers for establishing Tumblrs for
corporate use follow below.
Getting started with Tumblr is simple: its ease of use is one of the drivers of its popularity as a
microblogging platform. Upon registering, you'll have the opportunity to choose a URL. A
customized URL can be selected after the registration process.
Features
The Tumblr dashboard serves both as a publishing platform and an aggregate reader.
Posts can be reblogged and liked by followers directly from the dashboard menu.
Tumblr blogs can be linked with custom domain names. The “Ask” feature allows readers to
directly ask bloggers questions. The “Submit” feature allows readers to submit content to
other Tumblr blogs with the blogger’s approval.
Image courtesy of FauxShot via deviantART
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eModeration guide; A Tumblr Tutorial for Brands
Themes
Themes are the visual "look" of the blog. Free themes are available, but are considered
somewhat passé by the users. Themes are built in HTML or CSS and so can be custom
designed to suit your brand. Tumblr is all about simplicity, and that’s true of an individual
blog's look as well. Narrow content areas are the norm (800 pixels or less,) both as custom and
to optimize for mobile view.
Widget creators have helped enhance the personalization of even the most common
themes, and it isn't only the casual users who make use of these add-ons. The Economist's
Tumblr team embraced the use of the Apture app for Facebook and Twitter integration,
adding practical features to the stripped-down Tumblr look. More useful widgets can be
found in this directory by ILoveTumblr.com.
The Bookmarklet
The Tumblr bookmarklet makes it simple to
post to Tumblr while surfing the web. Just drag
the Tumblr bookmarklet to your bookmarks
toolbar and use it when you find something
blog-worthy. Depending on the page’s
content, a window will pop up suggesting a
particular content format for your post. You
can change the post type right there or
accept the suggestion.
Content
We have already covered in more depth in the first part of this guide, but beyond what types
of things are being posted is the issue of on what blog and for how long the content is
available. Unlike a traditional Wordpress blog or an established Twitter handle, an interesting
part of the Tumblr culture is the "disposable" blog, or one that has a short-shelf life and is built
on a transitory theme. Some brands have used specialty Tumblr blogs for short-lived
campaigns, for example Ann Taylor and Target.
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eModeration guide; A Tumblr Tutorial for Brands
Best Practices
Promotion of Fan Art and User Generated Content
In a community that centers on visuals and design, it should
be expected that fan art be part of the experience. Savvy
brands promote and elevate fan art via direct upload and
reblog.
Olympus and Tumblr collaborated on a user generated
ontent project that had Tumblr members uploading pics to
an Olympus hosted Tumblr blog.
Livetumblring
Using a Tumblr brand blog as a live, second screen reblogging important screenshots, quotes,
animated GIFs, and fan reactions to moments as they happen in real time was a practiced
pioneered by the American version of Doctor Who to great effect.
Click-through link
Setting a click-through link (what some call "watermarking") is a simple way to drive traffic
back to your official site or to your Tumblr blog once your post has been reblogged. To reach
the Tumblr click-through link, you can either include it as you write your post or add it via edit
after publishing. To create a link that loops back to the original post, once the post is
published, copy the direct url for the piece, then edit the post to reach the Set Click-Through
Link section.
Fan art on display at the Tumblr HQ
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eModeration guide; A Tumblr Tutorial for Brands
Tumblr Famous
The definition of "Tumblr Famous" refers at least in part to
follower count. Tumblr fans will also use the term as a
pejorative. For brands, it is important to note that part of
being considered a legitimate part of the Tumblr
community is the level of participation the authors put in.
Reblogging, liking, and commenting on other blog's
material is part of the Tumblr culture.
Repurposing Content
Tumblr is an excellent platform for breathing new life into older content from your more
mainstream, long-form media sources. A tidbit or factoid that was cut during editing can
make perfect sense on Tumblr, coupled with a repurposed visual. Likewise, a synopsis or
teaser with a visual from your long form content works on Tumblr when added in with a
redirect to the larger piece.
Tagging
Tagging a post with multiple descriptors may seem like overkill, but each of the tags will sort to
a different discovery stream. Tumblr users often surf from within Tumblr itself, so the more
exposure you give a post, the more likely it is to be read for a new follower to be added.
It is considered to be good Tumblr etiquette to alert followers in a spoiler about trigger posts.
Animated GIFs are very popular on Twitter, but the strobe effect can cause epileptic seizures.
Likewise, some extreme visuals may serve as psychological triggers for eating disorders, self-
harm, or post-traumatic stress disorder.
MTVUK offers a teaser on Madonna
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eModeration guide; A Tumblr Tutorial for Brands
Accessibility
Feeds and Subscriptions
Tumblr is a self-referential world. While follows and reblogs are desired, it is important to make
sure your Tumblr blog is accessible to non-Tumblr people as well. The fansite ILoveTumblr has
identified the following conversion points: an accessible feed, an email list, and an opt-in
form.
Comments
The default Tumblr blog does not have a native commenting system. To make interaction as
fluid as possible, you will need to add the Disqus add-in. Moderation of comments is possible
via the Disqus admin panel. Disqus allows comments to be posted as stand-alone blog posts -
a great way to value contributors and introduce a topic to a wider audience.
Integration
To make sharing seamless, a custom-built theme should include Twitter and Facebook
integration for readers and followers. For management, third party tools will allow you to post
and track from one central dashboard. Some of the integrations available include: Hootsuite,
NetVibes, Postling, Tweetdeck.
Monitoring
Built-in analytics are lacking on Tumblr. Beyond a follower count, there isn't much to be
gleaned from Tumblr-provided tools. During February 2012's Social Media Week, one panelist
joked, "They basically need to hire someone to figure out what the hell they’re doing."
Some third party providers can fill in
the gap. Google Analytics can
provide data on Tumblr once the
blog has been enabled. TumblrStats
allows you to call up any Tumblr
blog by username and is useful for a
top down look at your Tumblr as well
as for performing research on other
blogs' use. TumblrStats also allows
the data to be shared via permalink, a nice
feature for a free tool. Sample data from TumblrStats
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Challenges
Trending Tumblr Memes
Participating in a trending Tumblr meme can be one way for a brand to show its more
approachable side on Tumblr. The "Explore" link on Tumblr (currently located on the
Dashboard's sidebar) can help surface current topics and interests, and the "Search" feature
offers a "Track" option as well. Sites like KnowYourMeme and TrendHunter aggregate
knowledge on a popular trends. Reviewing the history of a meme before jumping in is a wise
step to avoid an inadvertent #socialfail.
Spamming / Phishing
Tumblr increasingly is dealing with spam
Tumblrs that auto-follow and reblog
content. Spam accounts, phishing
accounts, accounts focused on content
you'd rather not have associated in any
form with your Tumblr community
(pornography, self-harm, etc.) can be
blocked from following, commenting, and reblogging your content via the "Block" feature.
Reblogging
Just as participating in a Tumblr meme without understanding the context can be risky
business, so can reblogging without reviewing the content of the original Tumblr blog. To
avoided a negative association due to unsavory content, an important step in the
reblogging process for a brand is to review the blog before posting. Many Tumblr blogs are
dedicated to unsavory topics (thinspo, cutting, pornography, etc.) Although Tumblr recently
instituted a "no self-harm" policy, the nature of the platform with its individualized subject
streams still lends itself to niche subjects.
Reposting, or using another Tumblr's content without using the "Reblog" feature, is considered
to be very poor form on Tumblr.
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Thoughts on Tumblr
In our research on Tumblr, we were happy to discover many concrete and insightful quotes
from Tumblr brand practitioners. A few of these follow below.
On Tumblr strategy:
“Do the people on here who use Tumblr for work have a strategy?
The reason I ask is because I don’t think I have a strategy — and I think that’s why Tumblr
works so well. And a person just called and asked what my strategy was and I had to admit
that there isn’t one and I Tumblr when I need to
take a 30-second mental break.
The way I think of Tumblr is that it’s kind of a
free-for-all, post-what-have-you kind of site.
Some stuff works and some stuff doesn’t. I
usually post when I need to take a mental
breather from writing stuff for freshair.npr.org.
Sometimes I post 3 times a day. Sometimes 10.
Sometimes I take a break from writing (the bulk
of my day) and go through the Dashboard.”
- Melody Kramer, Associate Producer, NPR's
Fresh Air with Terry Gross, on FreshAir on Tumblr
On brands and use:
“Tumblr is not for every brand, though. Retail
brands that wish to show new collections,
event photos from your company or client,
sharing new work, micro-sites on the cheap,
and pop-up stores are what it’s best suited for.
As with any social media platform, you should
be interesting, consistent, and social. You
should keep your pages fresh, and most
importantly, you should interact with the Tumblr
community as a whole. Every time you share
something from another Tumblr, answer a
question, like a post and add a comment, is an
extra link to your own page.”
- Flowers Communication Group
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On analytics:
“What fashion brands need from Tumblr? An analytics dashboard! We are on all
here managing blogs with the help of Google Analytics, but there is nothing
catering to the Tumblr only based metrics — reblogs, likes, followers, etc. There is
nothing out there to help brands quantify their presence here. What works?
What doesn’t? And it’s not about visitors- it’s about engagement in the oh so
tumblr way.”
- Jessica Coghan, Director of Digital Media at Starworks Group, via her personal
Tumblr blog
On commenting tools:
“Tumblr is part blogging platform, part social network - and it does the former
far, far better than the latter. It can be immensely difficult to engage in
conversation with followers or with other bloggers.
Often one of our posts will be reblogged with an additional comment to which
I'd like to respond: the only effective way to do this is to reblog my own post,
which I'm loathe to do. Tumblr lets readers reply to your posts - it even has a
feature allowing you to request responses - but there's no way to then respond
to them without screengrabbing their message and publishing a new post
(which they then might well never see).
I would definitely start, and participate in, more conversations on the site if the
social features were more appropriate. “
- Mark Johnson, Community Editor for The Economist and The Economist'sTumblr, via
Quora
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Is Tumblr right for your brand?
What works really well on Tumblr are small snips of media that come from original content,
reblogs and added opinions on content that is shared. Some brands have enthusiasts ready
to blog, but without a built-in audience (General Electric's Tumblr is a prime example.) Other
brands seem a natural fit with Tumblr (young, design-oriented,) but are so far missing from the
platform.
Without a committed curator, however, no Tumblr blog is successful. The content stream has
to remain constant and engaging, otherwise even strong starts can end with a string of
unfollows. That kind of creative energy can be taxing to those who view their Tumblr curation
as a duty instead of a recreation. While some content is text, audio, or video, the vast
majority of what is presented is visual - and that can be a hard fit for brands that are unwilling
to blatantly push product but are unclear on what other visual content they have to present.
A successful Tumblr blog has a clear eye and vision. While an ordinary user can start a new
Tumblr whenever he likes, for a brand the stakes of experimenting are much higher.
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About eModeration
eModeration Limited is an award-winning social media management agency. It works with
some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile,
ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including
Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,
Crispin Porter + Bogusky and Publicis Groupe).
Based in London UK, with offices in Los Angeles and New York, eModeration provides multi-
lingual moderation and community management services, consultancy and social media crisis
management training to clients in the TV, entertainment and digital publishing industry and blue
chip clients hosting online communities.
Committed to ethical business practices and to the promotion of child online safety,
eModeration's CEO Tamara Littleton recently worked with the UK Government department
UKCCIS to produce its guidelines on how to moderate online environments for children.
eModeration contributes to the growth of knowledge in the social media world via its white
papers, blogs and seminars, and has a strong roster of returning clients who appreciate the high
quality of its services.
Media and blogger contacts:
For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate Hartley,
Carrot Communications, Tel: 0203 178 5052 / email [email protected]
© eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be duplicated or
disclosed to any third party without the written permission of an authorised officer of the company.