Online Video,
the Road to a
“Lean Back” UX
on the Sofa
Screen
FO
FOKUS Fraunhofer
Media Web Symposium
Berlin – May 9th, 20...
from microblogging
to instinct and raw emotions.
no conversation,
no confrontation,
no conflict.
two basic interaction forms:
1. love
2. reblog
numb3rs
facts
http://comscore.com (jan 2014)
the Marissa affair Yahoo (May 2013)
growth?
kiddin’
me?
http://comscore.com (jan 2014)
self
proclaimed
revs
Source: tumblr.com, business insider 2014
here’s what people like to share
recap:
• Average daily signups: 120.000 (June 2013)
• Number of Tumblr Blogs: 168.9 mio (Jan 2014)
• Number of Tumblr Post...
why?
a few possible clues
ideal UX for tablet/second screen
Free API + Open Format = Open UX
tRlbum
(android)
tumblrON
(iOS)
keep it clean, keep it simple?
ads
ads
ads
adsfeatures
keep it clean, keep it simple
free form, no boundaries
educating users to freedom: themes
Special thanks to Mafe De Baggis for inspiring this slide
sharing as the real leverage
conveying your personality
cross-format proposition:
«if you like the pics I reblog, you’ll
probably love the music I reblog»
whiskie.net
quotes imply that you cannot always
be the aphorism genius
Not Suitable For Kids? Kiddin’ me?
it’s a new no man’s land
Where’s the Beef? Ask Adidas
1. Look for ideal balancement between
user freedom and cleanness
2. Keep an eye on youngsters
3. Less emphasis on technolo...
Thank you.
Antonio Pavolini
Business Analyst, Digital Media
www.conversational.it
Twitter: @antoniocontent
Email: antonioc...
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Lessons Learned from Tumblr

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How come Tumblr has been able to survive to Facebook and its cannibal attitude? Using traditional business analytics, there is no evident answer. Maybe some other tools, like studying behavioural trends among youngsters may help in solving the riddle.

(audio - in italian - can be found here) https://www.youtube.com/watch?v=QhAlF4jmnGI

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Lessons Learned from Tumblr

  1. 1. Online Video, the Road to a “Lean Back” UX on the Sofa Screen FO FOKUS Fraunhofer Media Web Symposium Berlin – May 9th, 2014 lessons learned from Antonio Pavolini Business Analyst, Digital Media www.conversational.it
  2. 2. from microblogging to instinct and raw emotions.
  3. 3. no conversation, no confrontation, no conflict.
  4. 4. two basic interaction forms: 1. love 2. reblog
  5. 5. numb3rs
  6. 6. facts http://comscore.com (jan 2014)
  7. 7. the Marissa affair Yahoo (May 2013)
  8. 8. growth? kiddin’ me? http://comscore.com (jan 2014)
  9. 9. self proclaimed revs Source: tumblr.com, business insider 2014
  10. 10. here’s what people like to share
  11. 11. recap: • Average daily signups: 120.000 (June 2013) • Number of Tumblr Blogs: 168.9 mio (Jan 2014) • Number of Tumblr Posts: 75 bio (Jan 2014) • Per day: 113.6 (Jan 2014) • Monthly Tumblr Visitors: around 200 mio (Jul 2013) • Monthly Page Views: 5.187 bio (Jul 2013) • Pct. of aged 13-19 who prefer Tumblr to other social platforms in the U.S: 61% (Oct. 2013) • Mobile app engagement growth 2012-2013: +251% sources: cnn.com, tumblr.com, quantcast.com, forbes.com, mediabistro.com
  12. 12. why? a few possible clues
  13. 13. ideal UX for tablet/second screen
  14. 14. Free API + Open Format = Open UX tRlbum (android) tumblrON (iOS)
  15. 15. keep it clean, keep it simple? ads ads ads adsfeatures
  16. 16. keep it clean, keep it simple
  17. 17. free form, no boundaries
  18. 18. educating users to freedom: themes Special thanks to Mafe De Baggis for inspiring this slide
  19. 19. sharing as the real leverage
  20. 20. conveying your personality
  21. 21. cross-format proposition: «if you like the pics I reblog, you’ll probably love the music I reblog» whiskie.net
  22. 22. quotes imply that you cannot always be the aphorism genius
  23. 23. Not Suitable For Kids? Kiddin’ me? it’s a new no man’s land
  24. 24. Where’s the Beef? Ask Adidas
  25. 25. 1. Look for ideal balancement between user freedom and cleanness 2. Keep an eye on youngsters 3. Less emphasis on technology and algorithms 4. Explore the no man’s land 5. Find new value in interstices 6. Fruition and engagement are not the only content mantras 7. Low-Res retains its special flair 8. Cross-screen, cross-form wins 9. People may be re-fluxing in a less rationally engaging, but more emotionally involving user experience 10.People may want to «make sense» to other people, known and unknown
  26. 26. Thank you. Antonio Pavolini Business Analyst, Digital Media www.conversational.it Twitter: @antoniocontent Email: antoniocontent@yahoo.it

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