Unwrapping Tumblr  with ADPR 3600: PR Writing      at Marquette University                  Jan. 24, 2013@myklnovak • post...
MU Class of ’92Marquette Journal staff photo • Source: ’92 Hilltop
20 years with Marquette MU Public Relations writer/editor from 1992-96
20 years with Marquette     Currently:    IT ServicesWeb Development   Manager atMarquette University
OverviewI. What is Tumblr?II. Posting on TumblrIII. Engaging on TumblrIV. 12 tips for writers
$1,000 Jeopardy! clue (Dec. 16, 2011)
I: What is Tumblr?• Place to “follow the  world’s creators.”• “Tumblr makes it  effortless to share  anything you find  or...
So what’s Tumblr really?•   “...a digital incubator for all things visually stunning.”    (Christine Erickson, mashable.co...
Easy posting
Easy sharing
Blogging hybrid                  longer posts                     scheduling                      multimedia              ...
Tumblr public view        nwkarchivist.tumblr.com
Undercover Tumblr
Dashboard (dash) view
Tumblr’s public dash             www.tumblr.com
Who’s on Tumblr?theprcloset.tumblr.com
Who’s on Tumblr?llbeanpr.tumblr.comWITHA BEANSLANT                      Image source: llbean.com
Who’s on Tumblr?99problemsbutapitchaintone.tumblr.com
Who’s on Tumblr?markcoatney.com
Who’s on Tumblr?
Who’s on Tumblr?
Who’s on Tumblr?
Who’s on Tumblr?
Who’s on Tumblr?
100+ Media Tumblrs  unwrapping.tumblr.com/media
Brands on Tumblrs    brands.tumblr.com
Your favorite Tumblrs?
Demographics•   Top 15 websites in U.S.                               ranked 13th by•   #2 U.S. mobile website•   56% fema...
Tumblr hyperactivity  41.4 billion total posts on Tumblr 91.1 million      total blogs    www.tumblr.com/about/
Google search trends“Tumblr” surpassed “blog” as a Google search term in Dec. 2012        Google Trends: bit.ly/googletumblr
Tumblr culture“The core of Tumblr‟s „social‟  experience is how people consume and share content  based on their interests...
Why Tumblr for Writers •   Post your own stories and other’s stories •   Mine Tumblr for story ideas •   Engage your reade...
PR uses for Tumblr?
Chronicle Books contest     Tag:
Marquette Tumblrs postmarq.tumblr.com/roster
Curate/report news VictorJacobo          hashtagvictor.tumblr.com
Write reviewsHaleyTeresaCartermilwaukee-museums-more.tumblr.com
Answer questionsmaddie-at-marquette.tumblr.com
Post photo essays aaronjayledesma.tumblr.com
Go free-form/creative  hannah-e-mccarthy.tumblr.com
Cover a beat marquetteu.tumblr.com
Seek/promote testimonials     thankumarquetteu.tumblr.com
Other MU Tumblrs?
II: Posting to Tumblr
The Dash• Read posts• Post stuff• Interact
Use top-right cornerIn dash...•   Hover over    a post’s top-    right corner    for date/time•   Click to view    post page
Access Blog Settings•   From dash, click    Settings icon•   In the left column,    click your    blog’s name
Blog Settings•   Upload your avatar photo to replace...•   Replies – I suggest checking both:    •   Allow replies from pe...
7 types of postsChoose wisely. Once selected, you cannot switch post types. If text should be a photo, you will need start...
Image driven       of original posts       are photos     Source: mashable.com, 11/14/11
GIF: Word of the Year (as picked by Oxford American Dictionary)
New feature: Panoramas
Photo uploads•   10 MB limit for most images•   Animated GIF limit is 1 MB•   Use JPG, PNG, GIF or BMP•   500 by 700 pixel...
1. Posting a photo           Click Photo
Upload photo form
Photopost        Add caption (optional, but do it)        Tag it (optional, but do it)
Set URL (optional, but do it)Photopost
Dashresult
Blogresult
Photoset             Add           multiple            photos             to a            single           post and       ...
2. Text post      Click Text
Text Post form
Textpostingoptions
Compose text post
Styling the post   italic  (Ctrl-I     insert/ number bullet     block      edit  or ⌘I)     edit link  list  list      qu...
Upload photo in text1. Place      2. Click & select photo  cursor  at insert
Photo inserted
“Read More” break                                  read more break•   If your all-text post fills more than your    whole ...
“Read More” break1. Place cursor at insert   2. Click “read more”
“Read More” break       3. Read more break appears
Set URL & photo reply                   Click gear                    Set URL                  Photo reply                ...
Tag the postAdd tags
Tag the post•   No pound sign needed; Tumblr adds the #•   Spaces allowed in tags•   Comma or return after each tag•   No ...
Save draft
Share draft for feedback              •   From your Drafts                  page, click the upper                  right c...
Where are my drafts?       only appears if       you have drafts
From Drafts, let’s publish
Textpost,         Image is 125 px wide;dash               must click to enlargeview    Note“read more”    link
Textpost,blog view    Full image     appears       Note   “read more”       link
Text post, page view
3. Quote post“Be ignited,or be gone.”   (Mary Oliver)
4. Link post
5. Chat postOverheard at Brew Cudahy Cafe:Barista #1: I’m really tired.Barista #2: You work in a coffee shop.Do something ...
6. Audio post•   One audio upload per day•   MP3s only with 10MB limit•   Toll-free number to record
7. Video post•   Embed YouTube or Vimeo by URL•   Upload 5 minutes of video per day•   100MB max per video file upload
Post options     •   I mean, right now     •   Stagger your posts     •   Schedule your posts     •   Stockpile your posts...
Themeswww.tumblr.com/themes/
Pages•   For FAQ, about, résumé or resource content•   Followers cannot like or reblog pages•   To create pages...    •   ...
III: Engaging on TumblrNotes•   Reblog•   Like•   Reply•   Answer
Reblog•   Before Twitter’s retweet, there was reblog•   Quickly shares what you love on Tumblr•   Creates a copy to your T...
Why reblog?•   Share other’s ideas, stories and images•   Strike a balance: creating vs. curating•   Add your own comments...
Visit the David Karp video link below.Start at the 8-minute mark and go for 4 minutes.            bit.ly/karpcomments
Reblog from dashboard                   click                   here
Reblog from blog page                        click                        here
Reblogformappears      If you like,add your comments here  Add your tags here  Click reblog post
Reblogging longer text  Tumblr maytruncate longer text posts to a  link post to save space on     truncated herethe dashbo...
Reblogging longer text                  Click here                  to change                  reblog type
Reblogging longer text                  Click here                  to change                  from link                  ...
Like•   Marks what you like from Tumblr•   Similar to Twitter favorites•   Does NOT create a post on your blog•   Adds to ...
Reply•   Replies to your posts are off by default•   Can allow replies from people you follow•   Can allow replies from th...
Reply to a post•   Reply to those you follow•   Click Reply icon      on dashboard posts•   250 character limit
Answer a questionSeen in dash: a question post with answer box
Making a question post•   Start a text, photo, link, audio or video post•   End a text post, headline or a caption with “?...
Submit stuff to others
dearmarquette.tumblr.com Bowl of Real Chili in 1980: $1.40; Today: $5.74
Ask others a question  •   Click avatar, ask link or go to /ask  •   500-character limit;10 asks/hour  •   No web or email...
Send Fan Mail
About Fan Mail•   Must follow for 48 hours to send Fan Mail•   Click mail icon in upper right of blog home    (or click th...
Your Inbox•   Watch for the new message indicator•   Inbox gathers asks and fan mail•   Settings > Email > New Messages fo...
Tie to Twitter/Facebook1. Set up in Blog Settings         2. Select when posting  Integrates to Facebook’s Timeline, News ...
Promote this post Be careful with promoted posts;not all Tumblr followers like them.
Pinned PostPinned posts stay at the top of follower’s  dash for 24 hours or until unpinned.
Highlighted PostHighlighted posts put a flag (“Answer this!”)    next to the post on the dashboard.
Following•   Follow accounts that fit your interests•   Click          in the upper right of blog•   On the dashboard, cli...
Following suggestions•   Spotlight: 55 categories    tumblr.com/spotlight/•   Storyboard:    storyboard.tumblr.com•   Medi...
Seedy side of Tumblr•   Spam likes or reblogs (use “ignore”)•   Beware of phishing for Tumblr logins•   F-bombs, even on o...
Tumblr loves bacon!26 F***yeah bacon blogs, as of Apr. 2012
Check archive, likes
Track topics with tags•   Tracked tags on    upper-right of dash•   Search for tag•   Results show a         button•   Cli...
Curated tags (news)  www.tumblr.com/tagged/news
IV: 12 Tips for Writers
1. Identify yourself
2. Stick with a blog name
3. Add visuals to stories
4. The Tag Advantage• Only 10% of  Tumblr users tag• Surfaces content  for others• Focus on the first  five tags          ...
5. Consider length
6. Formatting matters•   We read text 25% slower on screen    than on paper.•   Use subheads to emphasize your points    a...
7. Post often but stagger• Post too often and you  may receive less notes• Post infrequently and  you may not gain a  foll...
8. Post in the p.m.
Tumblr prime times    bit.ly/tumblrtimes
9. Link your related posts               1.   McCormick Hall               2.   Mashuda Hall               3.   Cobeen Hal...
10. Get Google Analytics    Learn how at bit.ly/gatumblr
11. Find a blogging niche
12. “Write about what you care about and do it often.Build up a portfolio of work. Eventually, if your work isgood, someon...
Questions?
Thanks!postmarq.tumblr.com • unwrapping.tumblr.com  @myklnovak • mykl.novak@marquette.edu
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Unwrapping Tumblr for PR Writers at Marquette University

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Tumblr tutorial and tips for public relations students at Marquette University.

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  1. 1. Unwrapping Tumblr with ADPR 3600: PR Writing at Marquette University Jan. 24, 2013@myklnovak • postmarq.tumblr.com • unwrapping.tumblr.com
  2. 2. MU Class of ’92Marquette Journal staff photo • Source: ’92 Hilltop
  3. 3. 20 years with Marquette MU Public Relations writer/editor from 1992-96
  4. 4. 20 years with Marquette Currently: IT ServicesWeb Development Manager atMarquette University
  5. 5. OverviewI. What is Tumblr?II. Posting on TumblrIII. Engaging on TumblrIV. 12 tips for writers
  6. 6. $1,000 Jeopardy! clue (Dec. 16, 2011)
  7. 7. I: What is Tumblr?• Place to “follow the world’s creators.”• “Tumblr makes it effortless to share anything you find or create.” tumblr.com/why-tumblr
  8. 8. So what’s Tumblr really?• “...a digital incubator for all things visually stunning.” (Christine Erickson, mashable.com)• “...a swirl of photographs, songs, inside jokes, animated cartoons and virtual warm fuzzies.” (Jeff Bercovici, Forbes)• “...the Lost and Found Department of the entire Internet.” (Salon.com)• “...the end of your social life.” (urbandictionary.com)
  9. 9. Easy posting
  10. 10. Easy sharing
  11. 11. Blogging hybrid longer posts scheduling multimedia pagesfollowers templates timeline tags retweets replies favorites
  12. 12. Tumblr public view nwkarchivist.tumblr.com
  13. 13. Undercover Tumblr
  14. 14. Dashboard (dash) view
  15. 15. Tumblr’s public dash www.tumblr.com
  16. 16. Who’s on Tumblr?theprcloset.tumblr.com
  17. 17. Who’s on Tumblr?llbeanpr.tumblr.comWITHA BEANSLANT Image source: llbean.com
  18. 18. Who’s on Tumblr?99problemsbutapitchaintone.tumblr.com
  19. 19. Who’s on Tumblr?markcoatney.com
  20. 20. Who’s on Tumblr?
  21. 21. Who’s on Tumblr?
  22. 22. Who’s on Tumblr?
  23. 23. Who’s on Tumblr?
  24. 24. Who’s on Tumblr?
  25. 25. 100+ Media Tumblrs unwrapping.tumblr.com/media
  26. 26. Brands on Tumblrs brands.tumblr.com
  27. 27. Your favorite Tumblrs?
  28. 28. Demographics• Top 15 websites in U.S. ranked 13th by• #2 U.S. mobile website• 56% female, 44% male• Especially attracts ages 18 to 24• College educated audienceSource: www.quantcast.com/top-sites/US
  29. 29. Tumblr hyperactivity 41.4 billion total posts on Tumblr 91.1 million total blogs www.tumblr.com/about/
  30. 30. Google search trends“Tumblr” surpassed “blog” as a Google search term in Dec. 2012 Google Trends: bit.ly/googletumblr
  31. 31. Tumblr culture“The core of Tumblr‟s „social‟ experience is how people consume and share content based on their interests, rather than through a conversation with their social circles.” (emphasis mine) — Ingrid Lunden, TechCrunch
  32. 32. Why Tumblr for Writers • Post your own stories and other’s stories • Mine Tumblr for story ideas • Engage your readers (Tumblr followers) • Connect with other writers on Tumblr • Group blogs allow multiple authors
  33. 33. PR uses for Tumblr?
  34. 34. Chronicle Books contest Tag:
  35. 35. Marquette Tumblrs postmarq.tumblr.com/roster
  36. 36. Curate/report news VictorJacobo hashtagvictor.tumblr.com
  37. 37. Write reviewsHaleyTeresaCartermilwaukee-museums-more.tumblr.com
  38. 38. Answer questionsmaddie-at-marquette.tumblr.com
  39. 39. Post photo essays aaronjayledesma.tumblr.com
  40. 40. Go free-form/creative hannah-e-mccarthy.tumblr.com
  41. 41. Cover a beat marquetteu.tumblr.com
  42. 42. Seek/promote testimonials thankumarquetteu.tumblr.com
  43. 43. Other MU Tumblrs?
  44. 44. II: Posting to Tumblr
  45. 45. The Dash• Read posts• Post stuff• Interact
  46. 46. Use top-right cornerIn dash...• Hover over a post’s top- right corner for date/time• Click to view post page
  47. 47. Access Blog Settings• From dash, click Settings icon• In the left column, click your blog’s name
  48. 48. Blog Settings• Upload your avatar photo to replace...• Replies – I suggest checking both: • Allow replies from people you follow. • Allow replies from people following you for more than 2 weeks.• Ask – I check “Let people ask questions” but I do not check “Allow anonymous questions”• Set the time zone (MU is GMT -6:00)
  49. 49. 7 types of postsChoose wisely. Once selected, you cannot switch post types. If text should be a photo, you will need start a new post.
  50. 50. Image driven of original posts are photos Source: mashable.com, 11/14/11
  51. 51. GIF: Word of the Year (as picked by Oxford American Dictionary)
  52. 52. New feature: Panoramas
  53. 53. Photo uploads• 10 MB limit for most images• Animated GIF limit is 1 MB• Use JPG, PNG, GIF or BMP• 500 by 700 pixel default for dash• 1280 by 1920 pixel limit for larger version
  54. 54. 1. Posting a photo Click Photo
  55. 55. Upload photo form
  56. 56. Photopost Add caption (optional, but do it) Tag it (optional, but do it)
  57. 57. Set URL (optional, but do it)Photopost
  58. 58. Dashresult
  59. 59. Blogresult
  60. 60. Photoset Add multiple photos to a single post and arrange
  61. 61. 2. Text post Click Text
  62. 62. Text Post form
  63. 63. Textpostingoptions
  64. 64. Compose text post
  65. 65. Styling the post italic (Ctrl-I insert/ number bullet block edit or ⌘I) edit link list list quote HTML bold strike- unlink read upload spell(Ctrl-B through more image checkor ⌘B) break
  66. 66. Upload photo in text1. Place 2. Click & select photo cursor at insert
  67. 67. Photo inserted
  68. 68. “Read More” break read more break• If your all-text post fills more than your whole screen (5+ paragraphs), consider using the “Read More” break.• After your compelling intro text, the “read more” break offers a link to more.• It’s optional but good Tumblr etiquette.
  69. 69. “Read More” break1. Place cursor at insert 2. Click “read more”
  70. 70. “Read More” break 3. Read more break appears
  71. 71. Set URL & photo reply Click gear Set URL Photo reply (optional)
  72. 72. Tag the postAdd tags
  73. 73. Tag the post• No pound sign needed; Tumblr adds the #• Spaces allowed in tags• Comma or return after each tag• No hyphens in tags• Search tags from dashboard or use a URL like www.tumblr.com/tagged/marquette
  74. 74. Save draft
  75. 75. Share draft for feedback • From your Drafts page, click the upper right corner to access an unpublished draft page. • Copy the URL of the resulting draft blog page and send it to someone for review. • Reviewer cannot make changes. After the post is published, that URL stops working.
  76. 76. Where are my drafts? only appears if you have drafts
  77. 77. From Drafts, let’s publish
  78. 78. Textpost, Image is 125 px wide;dash must click to enlargeview Note“read more” link
  79. 79. Textpost,blog view Full image appears Note “read more” link
  80. 80. Text post, page view
  81. 81. 3. Quote post“Be ignited,or be gone.” (Mary Oliver)
  82. 82. 4. Link post
  83. 83. 5. Chat postOverheard at Brew Cudahy Cafe:Barista #1: I’m really tired.Barista #2: You work in a coffee shop.Do something about it.
  84. 84. 6. Audio post• One audio upload per day• MP3s only with 10MB limit• Toll-free number to record
  85. 85. 7. Video post• Embed YouTube or Vimeo by URL• Upload 5 minutes of video per day• 100MB max per video file upload
  86. 86. Post options • I mean, right now • Stagger your posts • Schedule your posts • Stockpile your posts • Only you or group members • See preview
  87. 87. Themeswww.tumblr.com/themes/
  88. 88. Pages• For FAQ, about, résumé or resource content• Followers cannot like or reblog pages• To create pages... • On public blog, click (usually upper right) • Scroll down the left column to Pages (click to open) • Click “+ Add a page” • Resembles text post creation
  89. 89. III: Engaging on TumblrNotes• Reblog• Like• Reply• Answer
  90. 90. Reblog• Before Twitter’s retweet, there was reblog• Quickly shares what you love on Tumblr• Creates a copy to your Tumblr blog• Allows you to add your own comments• Attributes to the original author• Adds to notes on the original post• Notifies author on dashboard (if set)
  91. 91. Why reblog?• Share other’s ideas, stories and images• Strike a balance: creating vs. curating• Add your own comments and images• Engages followers; converts non-followers• Founder/CEO David Karp saw it as a more thoughtful way of engaging online...
  92. 92. Visit the David Karp video link below.Start at the 8-minute mark and go for 4 minutes. bit.ly/karpcomments
  93. 93. Reblog from dashboard click here
  94. 94. Reblog from blog page click here
  95. 95. Reblogformappears If you like,add your comments here Add your tags here Click reblog post
  96. 96. Reblogging longer text Tumblr maytruncate longer text posts to a link post to save space on truncated herethe dashboard. But you want the whole post...
  97. 97. Reblogging longer text Click here to change reblog type
  98. 98. Reblogging longer text Click here to change from link to text
  99. 99. Like• Marks what you like from Tumblr• Similar to Twitter favorites• Does NOT create a post on your blog• Adds to Notes on the original post• Likes may appear in a sidebar or link (if set)• Notifies author on dashboard (if set)
  100. 100. Reply• Replies to your posts are off by default• Can allow replies from people you follow• Can allow replies from those following you for more than two weeks• For comments, use DISQUS add-on: disqus.com/admin/tumblr/
  101. 101. Reply to a post• Reply to those you follow• Click Reply icon on dashboard posts• 250 character limit
  102. 102. Answer a questionSeen in dash: a question post with answer box
  103. 103. Making a question post• Start a text, photo, link, audio or video post• End a text post, headline or a caption with “?”• The ? prompts this option on the right• Check “Let people answer this”• Creates a question post with answer box
  104. 104. Submit stuff to others
  105. 105. dearmarquette.tumblr.com Bowl of Real Chili in 1980: $1.40; Today: $5.74
  106. 106. Ask others a question • Click avatar, ask link or go to /ask • 500-character limit;10 asks/hour • No web or email addresses • No “sent items” folder
  107. 107. Send Fan Mail
  108. 108. About Fan Mail• Must follow for 48 hours to send Fan Mail• Click mail icon in upper right of blog home (or click the avatar on the dashboard)• Unlike asks, Fan Mail allows URLs• Limit of 500 Fan Mails per day• Fan Mail cannot be disabled, but you can ignore the user to stop unwanted messages
  109. 109. Your Inbox• Watch for the new message indicator• Inbox gathers asks and fan mail• Settings > Email > New Messages for alert• Fan Mail responses go to their Inbox• For asks, either publish response to your blog or answer privately to their Inbox
  110. 110. Tie to Twitter/Facebook1. Set up in Blog Settings 2. Select when posting Integrates to Facebook’s Timeline, News Feed and Ticker. Shares replies and likes on Timeline.
  111. 111. Promote this post Be careful with promoted posts;not all Tumblr followers like them.
  112. 112. Pinned PostPinned posts stay at the top of follower’s dash for 24 hours or until unpinned.
  113. 113. Highlighted PostHighlighted posts put a flag (“Answer this!”) next to the post on the dashboard.
  114. 114. Following• Follow accounts that fit your interests• Click in the upper right of blog• On the dashboard, click + to follow
  115. 115. Following suggestions• Spotlight: 55 categories tumblr.com/spotlight/• Storyboard: storyboard.tumblr.com• Media Tumblrs: unwrapping.tumblr.com/media• Marquette Roster: postmarq.tumblr.com/roster
  116. 116. Seedy side of Tumblr• Spam likes or reblogs (use “ignore”)• Beware of phishing for Tumblr logins• F-bombs, even on official Tumblr stuff• F***yeah blogs (100,000+ blogs)
  117. 117. Tumblr loves bacon!26 F***yeah bacon blogs, as of Apr. 2012
  118. 118. Check archive, likes
  119. 119. Track topics with tags• Tracked tags on upper-right of dash• Search for tag• Results show a button• Click to track tag• Limited to 20 tags
  120. 120. Curated tags (news) www.tumblr.com/tagged/news
  121. 121. IV: 12 Tips for Writers
  122. 122. 1. Identify yourself
  123. 123. 2. Stick with a blog name
  124. 124. 3. Add visuals to stories
  125. 125. 4. The Tag Advantage• Only 10% of Tumblr users tag• Surfaces content for others• Focus on the first five tags Top 10 tags on postmarq
  126. 126. 5. Consider length
  127. 127. 6. Formatting matters• We read text 25% slower on screen than on paper.• Use subheads to emphasize your points and create a clean, visual structure.• Making several points? Consider a list.
  128. 128. 7. Post often but stagger• Post too often and you may receive less notes• Post infrequently and you may not gain a following• Undercurrent.com study: One post per day
  129. 129. 8. Post in the p.m.
  130. 130. Tumblr prime times bit.ly/tumblrtimes
  131. 131. 9. Link your related posts 1. McCormick Hall 2. Mashuda Hall 3. Cobeen Hall 4. Abbottsford Hall 5. O’Donnell Hall 6. Carpenter Tower
  132. 132. 10. Get Google Analytics Learn how at bit.ly/gatumblr
  133. 133. 11. Find a blogging niche
  134. 134. 12. “Write about what you care about and do it often.Build up a portfolio of work. Eventually, if your work isgood, someone will notice, and if they don‟t, start pitching it to places and people you respect.”— Anthony De Rosa (soupsoup.tumblr.com)
  135. 135. Questions?
  136. 136. Thanks!postmarq.tumblr.com • unwrapping.tumblr.com @myklnovak • mykl.novak@marquette.edu

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