eModeration Tumblr Tutorial for Brands
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eModeration Tumblr Tutorial for Brands

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A practical guide to the how and why of Tumblr for brand marketing.

A practical guide to the how and why of Tumblr for brand marketing.

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eModeration Tumblr Tutorial for Brands eModeration Tumblr Tutorial for Brands Document Transcript

  • A Tumblr Tutorial for Brands A guide to the micro-blogging platform: what it is, and best practice for use to market your brandAuthored by Bliss Hanlin March 2012Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type Contents (level 3) .............................................................................................................................................. 3 chapter title Type chapter title (level 1) 4 Understanding Tumblr 3 Type chapter title (level 2) ..................................................................................................................................................... 5 But what exactly is Tumblr? 4 Type chapter title (level 3) .............................................................................................................................................. 6 Whos tumbling? ..................................................................................................................................... 5 Whats on Tumblr? .................................................................................................................................. 5ContentsBrands on Tumblr .................................................................................................................................... 6 Music ......................................................................................................................................................... 6 Contents ...................................................................................................................................................... 7 Fashion Error! Bookmark not defined. Celebrities ................................................................................................................................................ 8 Being social in a regulated world ..................................................... Error! Bookmark not defined. Journalism ................................................................................................................................................ 9 Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Getting Started 10 Setting the rules of engagement ...................................................... Error! Bookmark not defined. Features .................................................................................................................................................. 10 Crisis and risk management over social media ............................. Error! Bookmark not defined. Themes ................................................................................................................................................... 11 The Bookmarklet ................................................................................................................................... 11 Content .................................................................................................................................................. 11Contents Practices Best 12 Accessibility ........................................................................................................................................... 14 Contents Error! Bookmark not defined. Challenges............................................................................................................................................. 15 Being social in a regulated world ..................................................... Error! Bookmark not defined. Thoughts on Tumblr .............................................................................................................................. 16 Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Is The opportunities for brand? Tumblr right for your social media for financial services companiesError! Bookmark not defined. 18 Setting the rules of engagement ...................................................... Error! Bookmark not defined. About eModeration Crisis and risk management over social media ............................. Error! Bookmark not defined. 19 eModeration: The Guide to Social Media Engagement for Financial Organisations 2
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Understanding Tumblr Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Visual content, curation and storytelling are the three evolving trends for 2012 when it comes Type chapter title (level 3) .............................................................................................................................................. 6 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 willContents a look at different aspects of Tumblr and how they relate to brands. take Contents Unlike content based, older forms of networkingnot defined. Error! Bookmark (Twitter, Facebook, LinkedIn), services like Pinterest, Posterous and Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error!in a way that defined. Instagram allow users to share visually Bookmark not The opportunities for social media for financial services companiesError! Bookmark not defined. bypasses personal networks, commentary and Setting the rules of engagement ...................................................... Error!viral spread. Microblog conversations, and instead relies on Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. 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-beContents blogger, overwhelmed by the empty expanses and unwieldy dashboards of WordPress and the like, an easy entry point into life/lifestyle curation. Contents Error! Bookmark not defined. In Tumblr’s own in a regulated is about "millions of people sharing the things they do, find, Being social words, Tumblr world ..................................................... Error! Bookmark not defined. love, think, or create." Sharing is their bank? and “insanely easy.” Tumblr is Bookmark not defined. Who wants to ‘engage’ with “effortless” Banks are boring, right?Error! both personal and editorial, and comesfor social media for financial that is eager to explore other Tumbles. Itdefined. The opportunities with a baked-in community services companiesError! Bookmark not is Setting the rules of engagement ...................................................... Error! Bookmark not defined. feature rich, but with a deceptively simple interface. Tumblr as a platform is available for Crisis and risk management over social media ............................. Error! Bookmark not defined. 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 eModeration: The Guide to Social Media Engagement for Financial Organisations 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 3
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeBut what (level 3) .............................................................................................................................................. 3 chapter title exactly is Tumblr? Type chapter title (level 1) 4 Tumblr is a bit like a Twitter and WordPress mash-up. Tumblr is both a microblogging platform Type chaptersocial network where "short form" content rules. On Tumblr, members post original and a title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6 “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. AnytimeContents 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 Contents Error! Bookmark not defined. and effort to maintain. Unlike the “web logs” of yesteryear, wordy personal reflection and Being social in a regulated world ..................................................... Error! Bookmark not defined. super-techie customization withconsidered passé on Tumblr. As David Karp, the CEO of defined. Who wants to ‘engage’ are their bank? Banks are boring, right?Error! Bookmark not Tumblr opportunities for took the same form,” he notes. “I wanted something much more free- The puts it, "All blogs social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. form, much less verbose." Crisis and risk management over social media ............................. Error! Bookmark not defined. 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 openContents Tumblr is firmly on the side of setting the information free. The default settings for all web,” tumblogs have public as the default access level. Built on a "follow model," Tumblrs built-in Contents sense of discovery allows connections to form Error! Bookmark not defined. across the globe. a regulated worldnew Being social in Unlike Facebook, ..................................................... Error! Bookmark not defined. members can to ‘engage’ exciting experience Who wants still have an with their bank? Banks are boring, right?Error! Bookmark not defined. without having to have social media for on The opportunities for personal friends financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. board. While a private blog is possible, it takes Crisis and risk management over social media ............................. Error! Bookmark not defined. quite a few steps to reach and isn’t even possible for the initial blog on a user’s account. eModeration: The Guide to Social Media Engagement for Financial Organisations 90% of Tumblr’s new registrations come through Tumblr blogs themselves. Once "Lets reblog each other, back and forth, forever" by Topherchris 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. 4
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Whos tumbling? Type chapter title (level 1) 4 Type chapter title (level 2) Tumblr has steadily increased in Introduced in 2007, ..................................................................................................................................................... 5 Typepopulation as mobile and smartphones have become chapter title (level 3) .............................................................................................................................................. 6 incorporated in everyday life. The site saw hockey stick growth in late 2009, as college students and tech-Contents world-wide adopted the platform. lovers Contents Error! Bookmark not defined. Per the comScore, users spend an average of 89 minutes per visitora regulated world ..................................................... Error! Bookmark not defined. Being social in a month on Tumblr. Quantcast tells Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. us that the demographics are split fairly evenly The opportunities for social media for financial services companiesError! Bookmark not defined. between men and women, with the majority of users Setting the rules of engagement ...................................................... Error! Bookmark not defined. falling inand 18 - management over social media ............................. Error! Bookmark not defined. Crisis the risk 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 roundContents is going to shoring up the back end in order to handle the surge.) Contents Error! Bookmark not defined. Average minutes per visitor to social media sites in Being social in a regulated world ..................................................... Error! Bookmark via WSJ.com Jan 2012: source: COMscore not defined. Who wants to ‘engage’ with their bank? Banks are boring, http://online.wsj.com/article/SB10001424052970204653604577249341 right?Error! Bookmark not defined. 403742390.html The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Whats on Tumblr? Crisis and risk management over social media ............................. Error! Bookmark not defined. The world of Tumblr is a wide and varied one. Personal blogs often center on a meme (aka, eModeration: The Guide to Social Media Engagement for Financial Organisations 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. 5
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Brands on Tumblr Type chapter title (level 3) .............................................................................................................................................. 3 As Tumblr’s media evangelist Mark Coatney puts it, Tumblr is “a network of interests rather Type chapter title (level 1) 4 than people who know each other. This gives more flexibility and expression to your brand.“ Type chapter title (level 2) ..................................................................................................................................................... 5 TypeDiana Hong,(level 3) .............................................................................................................................................. 6 chapter title creative director at New Yorks 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.Contents Music Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Music lovers congregate on Tumblr, eager to share the next best thing, archive minutia defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not The opportunities for social media for financial services companiesError! Bookmark not defined. (MVMVMV) or celebrate their collective good taste (Songs You Used to Love.) It can be an Setting the rules of engagement ...................................................... Error! Bookmark not defined. uneasy balancing act for a brand to try its mediaat authenticity and promotion at not defined. Crisis and risk management over social hand ............................. Error! Bookmark 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.Contents Adweeks profile on MTVs venture into Tumblrland Contents Error! Bookmark not defined. illuminates some of the reasoning why a cultural media force would fit with regulated world ..................................................... Error! Bookmark not defined. Being social in a a microblogging platform. #MTV was Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. already one of the more popular Tumblr tags and the The opportunities for social media for financial services companiesError! Bookmark not defined. channel wanted toof engagement ...................................................... Error! Bookmark not defined. Setting the rules take part in sharing its content. MTV also wants torisk management over socialdesign ............................. Error! Bookmark not defined. Crisis and target the web culture and media communities, which it thinks will mesh well with its image. The Tumblr is a way for MTV Social Media Engagement for eModeration: The Guide to to showcase the talents of its Financial Organisations 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 6
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeFashion (level 3) .............................................................................................................................................. 3 chapter title Fashion is hugetitle Tumblr, with everything Type chapter on (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 from street-style blogs to brands Typerepresenting.(level 3) .............................................................................................................................................. 6 chapter title As fashion is all about a point of view, it is no wonder that it should find a natural home on Tumblr. According toContents founder and CEO David Karp, 1 out Tumblr of 10 in the top 1,000 of Tumblr blogs is Contents Error! Bookmark not defined. fashion-related. Tumblr posts that are Being social in a regulated world ..................................................... Error! Bookmark not defined. fashion-related are reblogged on a much Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. greater scale than afor socialTumblr post, The opportunities general media for financial services companiesError! Bookmark not defined. states Tumblr Fashion Director Rich Tong, Setting the rules of engagement ...................................................... Error! Bookmark not defined. suggesting that “there’s a huge capacity media ............................. Error! Bookmark not defined. Crisis and risk management over social for fashion content to go viral on Tumblr.” Backstage at the Tory Birch Fall 2012 show While some fashion brands presentContents product shots (Kate Spade NY, Alexander McQueens McQ), Erika Bearman, director of communications for luxury brand Oscar de la Renta, sees her role Error! Bookmark not defined. Contents of OscaPRGirl a little differently, eschewing direct promotion for a softer approach of interesting, relevant content Being social in a regulated world ..................................................... Error! Bookmark not defined. that works on themes of identity and aspiration. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. “We wanted to be of engagement ...................................................... Error! Bookmark not defined. Setting the rules blogging because we knew it was relevant; that’s what smart, stylish woman and risk management over socialblogs," says Julie Fredrickson, Ann Taylor’s digital Crisis do these days: they blog or read media ............................. Error! Bookmark not defined. marketing manager. Nielson research agrees. According to new research (with a data set eModeration: The most bloggers are well-educated, active in social Organisations are including Tumblr,) Guide to Social Media Engagement for Financial networks, and female. 7
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Celebrities Type chapter title (level 1) 4 Type chapter title are finding a home on Tumblr, Celebrities (level 2) ..................................................................................................................................................... 5 Typewhere their curious mix of personal, chapter title (level 3) .............................................................................................................................................. 6 promotional, and taste-making comes off as intimate and genuine, even when aContents publicist or social media team is at the helm. Lady GaGa, Joseph Gordon-Levitt, Contents Error! Bookmark not defined. and Zooey Deschanel and even US Presidentsocial in a regulated world ..................................................... Error! Bookmark not defined. Being Obama are but a few of the big names who have‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants to established Tumblr blogs. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Beyonce and Jay-Z introduced their daughter to the world via a dedicated Tumblr blogContents John Mayer recently canceled an upcoming tour Contents Error! Bookmark not defined. via Tumblr, using the microblogs wordier-than- Being social in a regulated world .....................................................into detail aboutnot health Twitter platform to go Error! Bookmark his defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. condition and plans for his soon-to-be-released The opportunities for social media for financial services companiesError! Bookmark not defined. album. Impresario Jay-Z has embraced Tumblr to Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social mediahis many pursuits Error!wrap them notinto a unify ............................. and Bookmark all defined. tidy Tumblr, "ultra-cool" package. eModeration: The Guide to Social Media Engagement for Financial Organisations http://barackobama.tumblr.com/ 8
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeJournalism chapter title (level 3) .............................................................................................................................................. 3 Journalism is such a(level 1) portion of Tumblr, that Tumblr recently hired Chris Mohney, its first 4 Type chapter title valued Type chapter title (level 2)companys plan is to find editorial journalists to hand-pick the best Tumblr Editor-in-Chief. The ..................................................................................................................................................... 5 Typelinks andtitle (level 3) .............................................................................................................................................. 6 chapter pages and showcase them. The companys plan is to find editorial journalists to hand-pick the best Tumblr links and pages and showcase them. Tumblrs vice president Andrew McLaughlin says that by supporting journalist members,Tumblr will be able to provideContents original content that is "real journalism and analysis, not P.R. fluff." Contents Error! Bookmark not defined. Curiously enough, journalists among other publishers were Being social in a regulated world ..................................................... Error! Bookmark not defined. some of the first to fully embrace Tumblr. Mark Coatney Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial servicessays of his ramp-up: "No onenot defined. (formerly) of Newsweek companiesError! Bookmark at Newsweek really knew what I was doing," allowing him the Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. freedom to develop a cutting-edge style for Newsweeks Tumblr that quickly developed a following. Tumblr so appreciated Coatneys efforts, they hired him as a media evangelist. Now legitimate journalism brands like TheContents Yogi Berras hands, from The New York Times Lively Morgue Tumblr Atlantic, and The Economist, and as far-ranging as Chiles La Contents Nacion all have topical news tumblogs. Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Publishing houses are eager to work with Tumblr and no wonder - they, among all brands, Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. have an ever-flowing source of content and the editorial eye that turns a tumblr into not defined. The opportunities for social media for financial services companiesError! Bookmark somethingthe rules of engagement ...................................................... opportunity for cross- Setting follow-worthy. For publisher especially, there is a great Error! Bookmark not defined. channeland risk management over social media ............................. Error! Bookmark pulled and Crisis marketing, where a small snippet from a more in-depth source might be not defined. presented as a teaser or stand-alone piece. Rolling Stone, Elle Magazine, and Huffington Post eModeration: of the major media presences on Tumblr. for Financial Organisations are just a few The Guide to Social Media Engagement 9
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Image courtesy of FauxShot via deviantART Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Getting Started Before you set up a brand Tumblr, you will want to explore your competitor’s accounts:Contents how other brands and individuals are using Tumblr and what kind of content and tone review they provide. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Creating a personal Tumblr to check out the tools and the lay of the land is in a would-be Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. brand Tumblrers best interest, as experimenting with an account tied to Joe Smith is one defined. The opportunities for social media for financial services companiesError! Bookmark not thing, but jeopardizing your brands ...................................................... Error! Bookmark not defined. Setting the rules of engagement name equity is quite another: so we suggest you experiment with management over social More details on set-up and particular issues defined. Crisis and risk a personal account first. media ............................. Error! Bookmark not that will be of interest to social media and marketing brand managers for establishing Tumblrs for eModeration: The Guide to Social Media Engagement for Financial Organisations 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, youll 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. 10
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Themes Type chapter title (level 1) 4 Themes are the visual "look" of the blog. Free themes are available, but are considered Type chapter title (level 2) ..................................................................................................................................................... 5 Typesomewhat passé by .............................................................................................................................................. 6 chapter title (level 3) 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 blogs look as well. Narrow content areas are the norm (800 pixels or less,) both as custom andContentsoptimize for mobile view. to Contents Error! Bookmark not defined. Widget creators have helped enhance the personalization of even the most common Being social in a regulated world ..................................................... Error! Bookmark not defined. themes, and it isnt only the casual users who make use of these add-ons. The Economists Tumblr team embraced the use their bank? Banks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with of the Apture app for Facebook and Twitter integration, The opportunities for social media for financial services companiesError! Bookmark not defined. adding practical features to the stripped-down Tumblr look. More useful widgets can be Setting the rules of engagement ...................................................... Error! Bookmark not defined. found inand directory by ILoveTumblr.com. Crisis this risk management over social media ............................. Error! Bookmark not defined. The BookmarkletContents The Tumblr bookmarklet makes it simple to Contents Error! Bookmark not defined. post to Tumblr while surfing the web. Just drag Being social in a regulated world ..................................................... Error! Bookmark not defined. the Tumblr bookmarklet to your bookmarks Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. toolbar and use it when you find something The opportunities for social media for financial services companiesError! Bookmark not defined. blog-worthy. Depending on the page’s Setting the rules of engagement ...................................................... Error! Bookmark not defined. content,and risk management over social media ............................. Error! Bookmark not defined. Crisis a window will pop up suggesting a particular content format for your post. You can change the post type Social Media eModeration: The Guide toright there or Engagement for Financial Organisations 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. 11
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Best chapter title (level 1) Type Practices 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6 Promotion of Fan Art and User Generated ContentContents community that centers on visuals and design, it should In a be expected that fan art be part of the experience. Savvy Contents brands promote and elevate fan art via direct upload and Error! Bookmark not defined. reblog. social in a regulated world ..................................................... Error! Bookmark not defined. Being Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Olympus and Tumblr for social media for user generated companiesError! Bookmark not defined. The opportunities collaborated on a financial services ontent projectrules of engagement ...................................................... Error! Bookmark the Tumblr HQ Setting the that had Tumblr members uploading pics to Fan art on display at not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. an Olympus hosted Tumblr blog.Contents Livetumblring Using a Tumblr brand blog as a live, second screen reblogging important screenshots,defined. Contents Error! Bookmark not quotes, animated GIFs, in a regulated world ..................................................... real time was a practiced Being social and fan reactions to moments as they happen in Error! Bookmark not defined. pioneered by the‘engage’ with theirof Doctor Who to great effect. Who wants to American version bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Click-through link Setting a click-through link (what some call "watermarking") is a simple way to drive traffic eModeration: The Guide to Social Media Engagement for Financial Organisations 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. 12
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Tumblr Famous The definition of "Tumblr Famous" refers at least in part to Type chapter title (level 1) 4 follower count. Tumblr fans will also use the term as a Type chapter title (level 2) ..................................................................................................................................................... 5 Typepejorative. For brands, it is important to note that part of chapter title (level 3) .............................................................................................................................................. 6 being considered a legitimate part of the Tumblr community is the level of participation the authors put in.Contents Reblogging, liking, and commenting on other blogs material is part of the Tumblr culture. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. MTVUK offers a teaser on Madonna Repurposing to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants Content The opportunities for social media for financial services companiesError! Bookmark not defined. Tumblr is an excellent platform for breathing new life into older content from your more Setting the rules of engagement ...................................................... Error! Bookmark not defined. mainstream, risk managementsources. A tidbit or ............................. Error!during editing can Crisis and long-form media over social media factoid that was cut Bookmark not defined. 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.Contents Contents Tagging Error! Bookmark not defined. Tagging a post in a regulated world ..................................................... Error! Bookmark not defined. Being social with multiple descriptors may seem like overkill, but each of the tags will sort to Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. a different discovery stream. Tumblr users often surf from within Tumblr itself, so the more The opportunities for social media for financial services companiesError! Bookmark not defined. exposure you give a post, the more ...................................................... Error! Bookmark not defined. Setting the rules of engagement likely it is to be read for a new follower to be added. Crisis and risk management over social media ............................. Error! Bookmark not defined. 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 Financial Organisations eModeration: The Guide to Social Media Engagement for effect can cause epileptic seizures. Likewise, some extreme visuals may serve as psychological triggers for eating disorders, self- harm, or post-traumatic stress disorder. 13
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Accessibility Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 TypeFeeds and Subscriptions chapter title (level 3) .............................................................................................................................................. 6 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 hasContents identified the following conversion points: an accessible feed, an email list, and an opt-in form. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Comments to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants The opportunities for social media for financial services companiesError! Bookmark not defined. The default Tumblr blog does not have a native commenting system. To make interaction as Setting the rules of engagement ...................................................... Error! Bookmark not defined. fluid as possible, managementto add the Disqus add-in. Moderation of Bookmark not defined. Crisis and risk you will need over social media ............................. Error! 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.Contents Integration Contents Error! Bookmark not defined. 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 defined. Being social in a regulated world ..................................................... Error! Bookmark not to post Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. and track from one central dashboard. Some of the integrations available include: Hootsuite, The opportunities for social media for financial services companiesError! Bookmark not defined. NetVibes, Postling, Tweetdeck. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Monitoring The Guide to Social Media Engagement for Financial Organisations eModeration: Built-in analytics are lacking on Tumblr. Beyond a follower count, there isnt much to be gleaned from Tumblr-provided tools. During February 2012s 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 Sample data from TumblrStats feature for a free tool. 14
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeChallenges chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2)Memes Trending Tumblr ..................................................................................................................................................... 5 TypeParticipating(leveltrending Tumblr meme can be one way for a brand to show its more chapter title in a 3) .............................................................................................................................................. 6 approachable side on Tumblr. The "Explore" link on Tumblr (currently located on the Dashboards sidebar) can help surface current topics and interests, and the "Search" featureContents a "Track" option as well. Sites like KnowYourMeme and TrendHunter aggregate offers knowledge on a popular trends. Reviewing the history of a meme Error! Bookmark not defined. Contents before jumping in is a wise step to avoid an inadvertent #socialfail. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Spamming / Phishing Setting the rules of engagement ...................................................... Error! Bookmark not defined. Tumblr increasingly is dealing with spam media ............................. Error! Bookmark not defined. Crisis and risk management over social Tumblrs that auto-follow and reblog content. Spam accounts, phishing accounts, accounts focused on contentContents youd rather not have associated in any form with your Tumblr community Contents Error! Bookmark not defined. (pornography, self-harm, etc.) can be Being social in a regulated world ..................................................... Error! Bookmark not defined. blocked from following, commenting, and reblogging your content via the "Block" feature. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Reblogging eModeration: The Guide Tumblr meme without understanding the context can be risky Just as participating in a to Social Media Engagement for Financial Organisations 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 Tumblrs content without using the "Reblog" feature, is considered to be very poor form on Tumblr. 15
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Thoughts ontitle (level 1) Type chapter Tumblr 4 In our research on Tumblr, we were happy to discover many concrete and insightful quotes Type chapter title (level 2) ..................................................................................................................................................... 5 Typefrom Tumblr brand3) .............................................................................................................................................. 6 chapter title (level practitioners. A few of these follow below. On Tumblr strategy:Contents the people on here who use Tumblr for work have a strategy? “Do The reason I ask is because I don’t think I have a strategy — and I think that’s why Tumblr Contents Error! Bookmark not defined. works so well. And a person just called and asked what my strategy was and I had to admit Being social in a regulated world ..................................................... and I Bookmark not need to that there isn’t one Error! Tumblr when I defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. take a 30-second mental break. The opportunities for social media for financial services companiesError! Bookmark not defined. The way I think of Tumblr is that it’s kind of a Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not site. free-for-all, post-what-have-you kind of defined. 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.Contents Sometimes I post 3 times a day. Sometimes 10. Sometimes I take a break from writing (the bulk Contents Error! Bookmark not defined. of my day) and go through the Dashboard.” Being social in a regulated world ..................................................... Error! Bookmark not defined. - Melody Kramer, Associate Producer, NPRs Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Fresh Air with Terry Gross, on FreshAir on Tumblr The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. On brands and use: Crisis and risk management over social media ............................. Error! Bookmark not defined. “Tumblr is not for every brand, though. Retail eModeration: The Guide to Social Media Engagement for wish to show new collections, brands that Financial Organisations 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 16
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 On analytics: Type chapter title (level 3) .............................................................................................................................................. 3 “What fashion brands need from Tumblr? An analytics dashboard! We are on all Type here managing blogs with the help of Google Analytics, but there is nothing chapter title (level 1) 4 catering to the Tumblr only based metrics — reblogs, likes, followers, etc. There is Type chapter title (level 2) ..................................................................................................................................................... 5 nothing out there to help brands quantify their presence here. What works? Type chapter title (level 3) .............................................................................................................................................. 6 What doesn’t? And it’s not about visitors- it’s about engagement in the oh so tumblr way.”Contents - Jessica Coghan, Director of Digital Media at Starworks Group, via her personal Tumblr blog Contents Error! Bookmark not defined. OnBeing social intools: commenting a regulated world ..................................................... Error! Bookmark not defined. Who wants is part blogging platform, part social network right?Error! Bookmark not defined. “Tumblr to ‘engage’ with their bank? Banks are boring, - and it does the former The opportunities for social media for financial services companiesError! Bookmark not defined. far, far better than the latter. It can be immensely difficult to engage in Setting the rules of engagement ...................................................... Error! Bookmark not defined. conversation with followers or with other bloggers. Crisis and risk management over social media ............................. Error! Bookmark not defined. Often one of our posts will be reblogged with an additional comment to which Id like to respond: the only effective way to do this is to reblog my own post, which Im loathe to do. Tumblr lets readers reply to your posts - it even has aContents feature allowing you to request responses - but theres no way to then respond to them without screengrabbing their message and publishing a new post Contents Error! Bookmark not defined. (which they then might well never see). Being social in a regulated and participate in, more conversations on the site if the I would definitely start, world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. social features were more appropriate. “ The opportunities for social media for financial services companiesError! Bookmark not defined. - Mark Johnson, Community Editor for The Economist and The EconomistsTumblr, via Setting the rules of engagement ...................................................... Error! Bookmark not defined. Quora Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 17
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeIs Tumblr (level 3)for your brand? chapter title right .............................................................................................................................................. 3 Type chapter title (level 1) 4 What works really well on Tumblr are small snips of media that come from original content, Type chapter title (level 2) ..................................................................................................................................................... 5 reblogs and added opinions on content that is shared. Some brands have enthusiasts ready Type chapter title (level 3) .............................................................................................................................................. 6 to blog, but without a built-in audience (General Electrics Tumblr is a prime example.) Other brands seem a natural fit with Tumblr (young, design-oriented,) but are so far missing from the platform.Contents Without a committed curator, however, no Tumblr blog is successful. The content stream has Contents Error! Bookmark not defined. to remain constant and engaging, otherwise even strong starts can end with a string of Being social in a regulated world ..................................................... Error! Bookmark not defined. unfollows. Thatto ‘engage’ withenergy can be taxing to thoseright?Error! their Tumblrnot defined. Who wants kind of creative their bank? Banks are boring, who view Bookmark curation as a duty instead of a recreation. While some content is text, audio, or video, the vast not defined. The opportunities for social media for financial services companiesError! Bookmark majority ofthe rulespresented is visual - and that can be a hard fit for brands that are unwilling Setting what is of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. 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 newContents whenever he likes, for a brand the stakes of experimenting are much higher. Tumblr Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 18
  • eModeration guide; A Tumblr Tutorial for BrandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeAbouttitle (level 3) .............................................................................................................................................. 3 chapter eModeration Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 TypeeModeration Limited is an award-winning social media management agency. It works with chapter title (level 3) .............................................................................................................................................. 6 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 (includingContents Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide, Crispin Porter + Bogusky and Publicis Groupe). Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Based in London UK, with offices in Los Angeles and New York, eModeration provides multi- Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. lingual moderation and community management services, consultancy and social media crisis The opportunities for social media for financial services companiesError! Bookmark not defined. management rules of engagementthe TV, entertainment and digital publishing industry and blue Setting the training to clients in ...................................................... Error! Bookmark not defined. chip clients hosting online communities. media ............................. Error! Bookmark not defined. Crisis and risk management over social Committed to ethical business practices and to the promotion of child online safety, eModerations CEO Tamara Littleton recently worked with the UK Government departmentContents UKCCIS to produce its guidelines on how to moderate online environments for children. Contents Error! Bookmark not defined. eModeration contributes to the growth of knowledge in the social media world via its white Being social in a regulated world ..................................................... Error! Bookmark not defined. papers, blogs and seminars, and has a strong roster of returning clients who appreciate the high Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. quality opportunities for social media for financial services companiesError! Bookmark not defined. The of its services. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Media and blogger contacts: over social media ............................. Error! Bookmark not defined. Crisis and risk management For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate Hartley, eModeration: The Guide to Social 178 5052 / email kate.hartley@carrotcomms.co.uk Carrot Communications, Tel: 0203 Media Engagement for Financial Organisations © 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. 19