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How to Use Tumblr for
Social Curation and
Brand Growth
Lauren Cucinotta, Branding + Editorial Manager,
TEDx
lauren@ted.com...
• Tumblr + Brands
• TEDx overview
• Best Practices
• Curate Content
• Engage your Community
• Plug in to Conversations
Mon...
Tumblr + Brands
Monday, November 26, 12
• 20 Billion pageviews per month (Nov 2012)
• 40% of users make up 44% total visits
• 8 languages, top users are from US, ...
Actors
Architecture
Art
Artists
Beauty
Book Deals
Books
Business
Charities & Non-
Profits
Comics
Culture
Curators
Cute
Des...
Monday, November 26, 12
Monday, November 26, 12
TEDx overview
Monday, November 26, 12
• Over 5,200 events since 2009
• 148 countries, in 50 languages
Monday, November 26, 12
• Over 30,000 followers (15% - 30% increase per month)
• Most referrals come from Tumblr (TED.com is #2)
• Spend around 2 ...
• Daily video + photo + quote posts
• Reblog + reframe
• Tag by subject + country
Monday, November 26, 12
• Quote from a popular TEDxTalk
Monday, November 26, 12
• Overview of technology featured in a talk
• Images paired with shareable quotes
Monday, November 26, 12
Best Practices
Monday, November 26, 12
Curate Content
Monday, November 26, 12
• Theme
• Choose an approach: meme, reblogging, microsite
Monday, November 26, 12
• 7 ways to present content
• Measure success in likes + reblogs + followers
Monday, November 26, 12
• Brand extension
• Reblog magazine contributors and other relevant
Tumblrs
• Additional content from contributors
Monday,...
• Pop-up microsite for exhibition
• Submission-based
Monday, November 26, 12
• Support for “Smarter Planet” campaign
• Tags create “subject channels”
• Mix of original content + reblogs
Monday, Novem...
• A committed curator/curatorial team
• Test + brainstorm
Monday, November 26, 12
Engage your Community
Monday, November 26, 12
• Ask:
Who is your community? (existing or Tumblr users)
How can you get content from them/collaborate
What are their stor...
• Set up submission posts: use your community’s
knowledge
• Reblog + reframe + like
• Follow users that follow you
Monday,...
Plug in to Conversations
Monday, November 26, 12
17. Spotlight section overview
http://www.tumblr.com/spotlight
• Spotlight: exemplary in their subject,Tumblr curated
• Fi...
• Tag your posts
• Search curated tags for other blogs and
users
Monday, November 26, 12
• Reblog + reframe conversations
• Be timely
Monday, November 26, 12
• Experiment with presentation: posts + theme
• Curate based on your brand needs
• Post 1- 5 posts/day
• Crowd source your...
Questions?
Monday, November 26, 12
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How to Use Tumblr for Social Curation + Brand Growth

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Tumblr is all about tapping into communities to have a conversation about your

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Transcript of "How to Use Tumblr for Social Curation + Brand Growth"

  1. 1. How to Use Tumblr for Social Curation and Brand Growth Lauren Cucinotta, Branding + Editorial Manager, TEDx lauren@ted.com @LCucinotta Monday, November 26, 12
  2. 2. • Tumblr + Brands • TEDx overview • Best Practices • Curate Content • Engage your Community • Plug in to Conversations Monday, November 26, 12
  3. 3. Tumblr + Brands Monday, November 26, 12
  4. 4. • 20 Billion pageviews per month (Nov 2012) • 40% of users make up 44% total visits • 8 languages, top users are from US, Brazil, UK, Canada and Germany • 55% of users are under 34 years old, and another 30% are aged between 35 and 49 • Over half the users are from outside the US Monday, November 26, 12
  5. 5. Actors Architecture Art Artists Beauty Book Deals Books Business Charities & Non- Profits Comics Culture Curators Cute Design Developers Education Entertainment Fashion Film Filmakers Fitness Food & Drink Funny Gaming History Home and Lifestyle Illustrators LGBT Medicine Museums Music Musicians Nature News NYC Parenting Photographers Photography Poetry Politics and Government Record Labels Restaurants Science Spirituality Sports Startups Street Style Sustainability Technology Television Travel Typography Writers Young Adult Tumblr is about “millions of people sharing the things they do, find, love, think, or create” Monday, November 26, 12
  6. 6. Monday, November 26, 12
  7. 7. Monday, November 26, 12
  8. 8. TEDx overview Monday, November 26, 12
  9. 9. • Over 5,200 events since 2009 • 148 countries, in 50 languages Monday, November 26, 12
  10. 10. • Over 30,000 followers (15% - 30% increase per month) • Most referrals come from Tumblr (TED.com is #2) • Spend around 2 minutes on the site • 20,000 pageviews a month Monday, November 26, 12
  11. 11. • Daily video + photo + quote posts • Reblog + reframe • Tag by subject + country Monday, November 26, 12
  12. 12. • Quote from a popular TEDxTalk Monday, November 26, 12
  13. 13. • Overview of technology featured in a talk • Images paired with shareable quotes Monday, November 26, 12
  14. 14. Best Practices Monday, November 26, 12
  15. 15. Curate Content Monday, November 26, 12
  16. 16. • Theme • Choose an approach: meme, reblogging, microsite Monday, November 26, 12
  17. 17. • 7 ways to present content • Measure success in likes + reblogs + followers Monday, November 26, 12
  18. 18. • Brand extension • Reblog magazine contributors and other relevant Tumblrs • Additional content from contributors Monday, November 26, 12
  19. 19. • Pop-up microsite for exhibition • Submission-based Monday, November 26, 12
  20. 20. • Support for “Smarter Planet” campaign • Tags create “subject channels” • Mix of original content + reblogs Monday, November 26, 12
  21. 21. • A committed curator/curatorial team • Test + brainstorm Monday, November 26, 12
  22. 22. Engage your Community Monday, November 26, 12
  23. 23. • Ask: Who is your community? (existing or Tumblr users) How can you get content from them/collaborate What are their stories? Monday, November 26, 12
  24. 24. • Set up submission posts: use your community’s knowledge • Reblog + reframe + like • Follow users that follow you Monday, November 26, 12
  25. 25. Plug in to Conversations Monday, November 26, 12
  26. 26. 17. Spotlight section overview http://www.tumblr.com/spotlight • Spotlight: exemplary in their subject,Tumblr curated • Find people in your space that are having the conversation Monday, November 26, 12
  27. 27. • Tag your posts • Search curated tags for other blogs and users Monday, November 26, 12
  28. 28. • Reblog + reframe conversations • Be timely Monday, November 26, 12
  29. 29. • Experiment with presentation: posts + theme • Curate based on your brand needs • Post 1- 5 posts/day • Crowd source your content with submission posts • Tag • Reblog popular posts and add original content • Be relevant • Track with Analytics Tips Monday, November 26, 12
  30. 30. Questions? Monday, November 26, 12
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