Tumblr Acquisition - Reactions across Social Media

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David Karp’s decision of selling Tumblr did not meet with the positive public opinion. Some people cannot understand why he would want to get rid of such a promising business, but he had his reasons. …

David Karp’s decision of selling Tumblr did not meet with the positive public opinion. Some people cannot understand why he would want to get rid of such a promising business, but he had his reasons. First of all, Tumblr needs a COO and cash to keep running and growing. Moreover, the blogging portal does not generate sufficient revenues. Selling it to Mayer solves all those problems and of course makes David Karp rich enough to live off the interest.

Yahoo! has also broad perspectives after the transaction. Tumblr would allow it to reach huge young audience and reinvigorate the image of the company. It is expected that Tumblr will expand Yahoo!’s audience by 50% and to grow traffic by approximately 20%. What is more, Yahoo! has limited mobile reach and mobile usage and nowadays the trend of accesing the Internet via mobile rather that computer is growing. Having Tumblr gives Yahoo! huge opporunities on that field, because more than half of Tumblr’s mobile users use the mobile app on an average of 7 sessions per day.

Both Marissa Mayer and David Karp want to reasure Tumblr’s users that joining to Yahoo! will give the blogging portal more resources to develop and provide its community the product they love.

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  • 1. Tumblr Acquisition Analysis introduction The analysis is based on the data from the Internet monitoring and includes contents published in the web between 2013-05-20 and 2013-06-19, which contained following key words: tumblr, tumblr.com, tumblr's, tumblrs. The analysis includes 190379 mentions and shows how the social media users received and responded to the Tumblr’s takeover by Yahoo.
  • 2. Tumblr Acquisition Sources 62% of the results come from facebook.com and almost one third from twitter.com. Other sources do not play a significant part in the analisis. 5440 pages out of all 6628 (82%) has only one result. Top sources: 1. Faceboom.com 118 721 results 2. Twitter.com 58 907 results 3. Youtube.com 457 results 4. HuffingtonPost.com 190 results 5. NYpost.com 176 results facebook.com twitter.com youtube.com others
  • 3. Tumblr Acquisition Number of mentions The greatest number of mentions was gathered on the 20th of May (15903), when Yahoo officially confirmed that it was buying blogging platform Tumblr. Untill the May 26th this amount was successively decreasing to its regular level of 3-4 thousands. Small fluctuations during the reaming period were connected with changes which Yahoo! implemented to the blogging platform.
  • 4. Tumblr Acquisition Number of mentions only on Twitter Number of all mentions excluding Twitter Twitter mentions The graphs above present changes in the number of mentions on particular days separately on Twitter and the rest of sources. The results indicate that fluctuations after the May 30th were caused mainly by the changes in buzz on Twitter. On other websites and social networking services mentions kept on the constant level.
  • 5. Tumblr Acquisition Sentiment analysis for all of contents During the concerning period results include 3% positive mentions and 10% negative ones*. The biggest part of neutral mentions concerns requests for following different tumblr’s profiles. * Based on the sample of 3071 of mentions Positive 3% Neutral 87% Negative 10%
  • 6. Tumblr Acquisition Sentiment of contents connected with Yahoo! Taking into consideration only those mentions which directly concern an issue of taking over Tumblr by Yahoo! (16470), the percentage of negative sentiment is almost twice higher.* Tumblr’s users are not content with the merger, because they are afraid that Yahoo! will destroy the blogging platform with new changes. * Based on the sample of 969 of mentions Positive 2% Neutral 79% Negative 19%
  • 7. Sample mentions
  • 8. Tumblr Acquisition negative
  • 9. Tumblr Acquisition negative
  • 10. Tumblr Acquisition positive
  • 11. Tumblr Acquisition Sentiment of mentions excluding Yahoo! Analyzing only the results which do not contain the word „yahoo” negative mentions make up 150% of the positive ones*. It indicates that people are not satisfied with the changes which were introduced to Tumblr after 20th of May. Amongst the reason of discontent the most common are worse layout, difficulties with updates, new position of reblog button and confusing dashboard. However, some bloggers came to like the changes. * Based on the sample of 2102 of mentions Positive 4% Neutral 91% Negative 5%
  • 12. Tumblr Acquisition positive
  • 13. Tumblr Acquisition negative
  • 14. Tumblr Acquisition Follow on Tumblr Even though, Yahoo buying Tumblr aroused a huge wave of discussion of the issue, the greatest number of mentions contain web links of tumblr profiles and requests for following them. In the analisis appeared in total 95297 results with the world „tumblr.com”, „follow” or both of them jointly, which makes up 50% of all mentions.
  • 15. Tumblr Acquisition Summary David Karp’s decision of selling Tumblr did not meet with the positive public opinion. Some people cannot understand why he would want to get rid of such a promising business, but he had his reasons. First of all, Tumblr needs a COO and cash to keep running and growing. Moreover, the blogging portal does not generate sufficient revenues. Selling it to Mayer solves all those problems and of course makes David Karp rich enough to live off the interest. Yahoo! has also broad perspectives after the transaction. Tumblr would allow it to reach huge young audience and reinvigorate the image of the company. It is expected that Tumblr will expand Yahoo!’s audience by 50% and to grow traffic by approximately 20%. What is more, Yahoo! has limited mobile reach and mobile usage and nowadays the trend of accesing the Internet via mobile rather that computer is growing. Having Tumblr gives Yahoo! huge opporunities on that field, because more than half of Tumblr’s mobile users use the mobile app on an average of 7 sessions per day. Both Marissa Mayer and David Karp want to reasure Tumblr’s users that joining to Yahoo! will give the blogging portal more resources to develop and provide its community the product they love.
  • 16. Tumblr Acquisition External sources According to Quantcast Tumblr had 190 million unique visitors and 14 billion page views in the month preceding its takeover. Those numbers have decreased accordingly 3% and 11% between the May 20th and June 19th. Even though, these drop seems to ensue from recent changes, it might be just a temporary trend. Data collected from: https://www.quantcast.com/
  • 17. Tumblr Acquisition Conclusion The research showed that selling Tumblr might not be the best solution for the blogging portal. Data gathered from almost 20 thousands mentions indicates that the number of users who are not satisfied with the merger is 10 times higher than the number of those who are rather content with the change. The significant part of Tumblr’s fans expressed their negative opinion about Yahoo!, which do not enjoy the best reputation lately. However, the number of posts with links to distinctive Tumblr’s profiles still keep on the constant, high level. It means, that even though some users complain about all the changes introduced by Yahoo!, they do not seem to leave the portal, at least for now.
  • 18. An Overview of the Analysis Tool
  • 19. About Brand24. Brand24 is a powerful, yet affordable tool for real-time social media monitoring and analytics. Designed to keep track of online conversations about your brand and products. Brand24 collects real-time social data from millions of sources. Our web-based dashboard provides actionable customer insights, email alerts, influencer analysis, automated & customized PDF reports, infographics and many more. Brand24 allows you to measure key metrics around buzz and sentiment.
  • 20. Awards & Achievements
  • 21. Brand24 Social Media Monitoring Natalia Chrzanowska natalia.chrzanowska@brand24.net Mike Sadowski mike@brand24.net Twitter@SocialMemos wwww.brand24.net facebook.com/brand24 twitter.com/brand24app US: +1 (718) 737-7639 1562 First Ave #205-2290 New York, NY 10028-4004