Research with Tumblr


Published on

Marketing professor ebooks for a semester-long marketing research class with tumblr.

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Research with Tumblr

  1. 1. Research with Tumblr is a 16-week semester marketing class ebook for businessundergraduate and MBA students. Marketing Research with Tumblr is designed to be used with adomain name, online tutorials, a text editor, Adobe Illustrator, Adobe InDesign, Adobe Fireworks, andAdobe Premiere/iMovie.The posts and screencasts on the weekly topics covered in Marketing Research with Tumblr will be here.Marketing Research with Tumblr will be rewritten in May 2011.Dr HorowitZMarketing ProfessorSonoma State University School of Business and Economics and Wine Business
  2. 2. Week 1Materials, T Domains, and Productivity ools, Week 2 T umblr Week 3 T T umblr hemes Week 4 Google and Social Media Week 5 Social Media Buttons Week 6 Search Engine Optimization Week 7 Google Analytics Week 8 Filmed Interviews and Focus Groups Week 9 Video Editing Week 10 Web Surveys Week 11 Illustrator Week 12 Illustrator Bar Charts Week 13 Google Website Optimizer Week 14 Screencasting Results Week 15 Project Week 16 Share
  3. 3. Week 1Materials, T Domains, and Productivity ools,
  4. 4. Materials, Tools, Domains, and ProductivityThe focus of this class will be on how websites are measured and used to communicate marketingresearch results. Do you know how to observe online traffic, conduct an online survey, design a bar chartthat looks cool and is clickable, conduct filmed focus groups, and experiment on different versions ofonline content?Tumblr is a free microblogging service that can be integrated with Google Analytics, Google Feedburner,Google Webmaster, Google Custom Search, Google Website Optimizer, Facebook Like and Twitter TweetButtons, and PollDaddy. Marketing research results that look cool and are interactive can be createdwith the graphic design programs Adobe Illustrator and made interactive with Adobe Acrobat Pro, AdobeInDesign, and Adboe Fireworks. Marketing research results of filmed focus groups can be shared onYouTube the video editing programs like Adobe Premiere and iMovie.Search Engine Optimization and things are happening in the marketing research world right is one of the most popular website/blogging services because it is free to customize and easy recommend getting a video tutorial subscription so that you can have expert video tutorialsguide you through learning programs like Adobe Illustrator and topics like Google Analytics, HTML, andCSS. These programs and topics are not easy to learn and substandard tutorials cause frustration.Purchasing a video tutorial subscription will be the best $25/month you have ever spent (onmarketing education). Try a free one-day pass and decide for recommend subscribing to Webdesigntuts+ and Vectortuts+ so that you have access to tutorials thatdemonstrate how designers are using Illutrator, Tumblr, HTML, and CSS, and Google in a cutting-edgemanner. These sites offer premium tutorials that you can purchase a la carte, or, you can pay $9 a monthfor a premium Tuts+ has free tutorials at Adobe TV, which you can search by has free tutorials, which you can search for by product. 5
  5. 5. ToolsMarketing Research with Tumblr is designed to be used with the following software: a text editor, AdobeIllustrator, Adobe Acrobat Pro, Adobe InDesign, Adobe Fireworks, and Adobe Premiere/iMovie.TextWrangler is a free mac text editor available in the computer labs. If youre using a PC get Notepad++.Adobe Illustrator, Acrobat Premiere, InDesign, and Fireworks CS4 are in the computer labs, and CS5 is thecurrent version. You can download CS5 at and use it free for 30 for buying a domain name resources.You should buy a domain name that is short, memorable, easy to get a tattoo of, and easy to shave intoyour hair. Search to see what’s available. Don’t buy an international domain name unless youwant to wait a month to get started. I buy domain names at GoDaddy. Don’t let GoDaddy pull any usedcar salesman moves and upsell you fancy services. You should be aware that the address and phonenumber you give GoDaddy will show up online. If you are concerned about privacy you might want to payextra to keep your address and phone number for productivity a gmail account and import all of your email accounts into one gmail account.Filter all of your email that is spam and stop deleting emails.Don’t email yourself when something happens on Facebook and block people that Facebook spam you.Start using Google Reader and is available for Mac and PC and can be accessed via the web (on school computers) could also save your passwords in a Dropbox text file or with Google Bookmarks in your iGoogle. 6
  6. 6. Google Apps (Free) a Google Apps (Free) account.Verify domain name ownership by customizing a CNAME or TXT record.Customize your MX records.Import your Google Apps email ( to your gmail ( your gmail with your email client of choice.Subdomains, Redirects, and aware that you can create subdomains ( and subdirectories( 7
  7. 7. Week 2 T umblr
  8. 8. TumblrLearn TumlbrLearning Tumblr is like learning Facebook, the more you use the service the better you’ll understand it.Write some blog posts in the different formats from the dashboard.Check out the Directory and Goodies sections.Check out the different menus in the Customize section.Search the free Tumblr themes in the Theme Garden.Search the paid Tumblr themes in the Theme the professional Tumblr themes at ThemeForest.Douglas Rushkoffrushkoff.comRushkoffs discussion of focus groups in the Public Relations chapter in Coercion is great. Rushkoff’svideos The Persuaders and The Merchants of Cool are totally awesome and discuss marketing research.Rob Walkermurketing.comBuying In is great. Rob Walker maintains a cool WordPress and Tumblr blog.Books and of my marketing book and video recommendations. 9
  9. 9. Week 3 T T umblr hemes
  10. 10. Tumblr Tumblr theme design Tumblr theme design ebook.Learn HTML and for learn HTML and CSS resources.Google Code University video introduction to HTML and HTML and CSS introduction to CSS video Weinman has a XHTML and HTML Essential Training beginner series.Bill Weinman has a CSS for Developers beginner knowledge of HTML and CSS you can customize your Tumblr theme using Firebug and a text editor.HTML5 and 11
  11. 11. for HTML5 and CSS3 CodeCanyon for professional CSS.CSS3 can also find free HTML and CSS to add to your Tumblr website. For example, you can add these CSS3buttons to your website by adding some CSS to your and adding the correct classes to your HTML. 12
  12. 12. Week 4 Google and Social Media
  13. 13. Google and Social MediaMarketing for marketing metrics your site with Google and tell it where your sitemap lives.More on Google Webmaster in Week 6 when we talk about the Google Analytics tracking code to your site.More on Google Analytics in Week your default Tumblr rss feed ( to a FeedBurner rss feed ( up on Google how people are searching your website and have their search results appear in Google’s resultsformat.Social a page so that you can get Facebook for Twitter analytics insight is similar to Google stats on your photos.bit.lySign up for a free and pro account. 14
  14. 14. Week 5 Social Media Buttons
  15. 15. Social Media Sharing ButtonsAdding comments, a facebook like buttons, twitter tweet buttons, and other social media sharing buttonstake away from Tumblr’s reblog and like functions, but you never know what the boss is going to want, soyou should know how to add social media sharing buttons to Tumblr.Commentsdisqus.comintensedebate.comCommenting systems have social media sharing buttons built-in.A lot of Tumblr themes are already setup to be used with Disqus.Automattic makes IntenseDebate, so I like this lets you add all kinds of social a Facebook box to your sidebar with the iframe option. Make sure people are liking your site.Wrap your facebook like box in a div with a unique id and style the div.HTML:<div id="myfblikebox"><!--insert iframe code here--></div>CSS:#myfblikebox { display: block; width: 200px; height: 400px; padding: 1px 2px 3px 4px;} Facebook like buttons to individual blog posts with the iframe option Make sure the parmalink"{Permalink}" of each blog post is getting liked.Wrap your facebook like button in a div with a unique class and style the div.HTML:<div class="myfblikebuttons"><!--insert iframe code here--></div> 16
  16. 16. CSS:.myfblikebuttons { display: block; width: 200px; height: 50px; padding: 1px 2px 3px 4px;} sure that people are retweeting your @username, blog post permalinks "{Permalink}", and blog posttitles "{Title}".Wrap your facebook like button in a div with a unique class and style the div.HTML:<div class="mytwittertweetbuttons"><!--insert iframe code here--></div>CSS:.mytwittertweetbuttons { display: block; width: 200px; height: 50px; padding: 1px 2px 3px 4px;}AddThis, ShareThis, and AddToAnyaddthis.comsharethis.comaddtoany.comThese services have good videos on why you should use them and are good if you want a one-stop-shopfor lots of social media sharing buttons. 17
  17. 17. Week 6 Search Engine Optimization
  18. 18. Search Engine OptimizationLearn for SEO out the learn SEO page at follow the SEOmoz Whalen has the series SEO: Search Engine Optimization Getting do you want Google to see your site?Use Google Webmaster’s keywords tool to see how Google is crawling your site.Titles and meta descriptions<title>{block:PostSummary}{PostSummary} | {/block:PostSummary}{Title}</title>{block:Description}<meta name="description" content="{MetaDescription}" />{/block:Description}Make sure your titles and meta descriptions are unique for each of your posts.Make sure that your titles and meta descriptions are the right length, full of keywords, and not full oftwo-letter words.Header, srtong, and em tags<h1>My Awesome <strong>Keyword</strong> Blog</h1><h2>Because <em>keywords</em> are awesome</h2>Make sure that your <h1> through <h3> tag structure makes sense. Your blog post titles should be <h1>or <h2> tags and the title at the top of your page should be in <h1> tags.Use strong <strong> tags or bold <b> tags in your HTML.Use emphasis <em> tags or italics <i> tags in your HTML.Alt and title tags<a href="" title="keyword"><img src="" alt="keyword">Your links should have title tags and your multimedia tags should have alt tags. 19
  19. 19. Permalink urls/slugs post urls should have words in them and they should be the right length.Duplicate content<a href="{NextPage}" rel="nofollow">Next Page</a><a href="/archive" rel="nofollow">Archive</a><a href="/mobile" rel="nofollow">Mobile</a>You only want Google to index your home, post, and page urls. All your other Tumblr urls should benofollow links.Canonical url<link rel="canonical" href="" />Set your canonical url. I don’t like the www’s.Clean up your themeGet rid of links in your theme that you didn’t put there.Link juiceLink to your important posts in your home page’s header, sidebar, and footer.Contact InfoMake sure a mailing address, phone number, and email address is on your home page.Website sure that your browser is not resizing images.Search Engine you get people to link to your site?SEO addition to Google Webmaster, there are lots of great SEO kind of like the SEO for Firefox add-on and the Chrome SEO Site Tools extension. 20
  20. 20. Week 7 Google Analytics
  21. 21. Google AnalyticsLearn Google for learn Google Analytics Google Analytics at Google Conversion Koberg has a Google Analytics Essential Training.Google Analytics for Google Analytics are great for on-site analytics like traffic funnels.Event Event Tracking to Google Analytics involves adding inline JavaScript, which is a little tricky. It mightbe easier to use links to measure clicks on specific on-site and off-site are used to measure the effectiveness of promotional campaigns at bringing traffic to yoursite.MobileGet the Google Analytics iPhone or Android app so that you can show off your traffic at any time. 22
  22. 22. Week 8Filmed Interviews and Focus Groups
  23. 23. Filmed Interviews and Focus GroupsQualitative Marketing has a great section on marketing out the section on marketing research interviews and focus groups are qualitative marketing research methods:FilmingGet a recording device--a digital camera, camcorder, smart phone, or flip cam.Write a list of questions that go from general to specific.Try to use a tripod.Consider the lighting conditions.Consider the background sound.Only film the subject.Get your subjects talking.Don’t let your subjects start acting. 24
  24. 24. Week 9Video Editing
  25. 25. Video for video editing and motion graphics out professional stock video at out professional stock audio at AudioJungle.iMovie and for YouTube resources. 26
  26. 26. Week 10 Web Surveys
  27. 27. Web SurveysQuantitative Marketing has a great section on quantitative marketing research.Web for web survey options.PollDaddypolldaddy.comsupport.polldaddy.comWe are going to use PollDaddy surveys (not polls).Your goal is to keep people on your Tumblr website while they fill out your PollDaddy survey. 28
  28. 28. Week 11Illustrator
  29. 29. IllustratorLearn for learn Adobe Illustrator McClelland’s One-on-One video tutorial series is 30
  30. 30. Week 12 Illustrator Bar Charts
  31. 31. Adobe Illustrator Bar for Adobe Illustrator Bar Chart resources.Graphic GraphicRiver for professional bar charts.Interactive .pdf, flash, and html/css bar chartsAdobe Acrobat Pro is the easiest tool to make interactive .pdf files, but you can also you Adobe InDesignand Fireworks. You can use InDesign to do cool stuff with .pdf presentations and Flash. You can useFireworks for HTML and CSS website Wood has an Acrobat 9 Pro Essential Fritz has a sweet InDesign CS5: Interactive Documents and Presentations Babbage’s Fireworks Essential Training is can export interactive InDesign files to .pdf and can export interactive Fireworks files to .pdf and to HTML and CSS. 32
  32. 32. Week 13 Google Website Optimizer
  33. 33. Google Website has a good section on marketing research for Google Website Optimizer Website Optimizer Booth has a Google Website Optimizer Essential Training tutorial.TumblrUse Tumblr custom pages to do an A/B test by creating an custom page for A, a custom page for B, andusing your home page as the conversion page.<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" ""><html xmlns="" xml:lang="en" lang="en"><head><style type="text/css"> body { display: block; width: 600px; margin: 10px auto; background-color: black; text-align: center; font-size: 20px; } a { color: white; }</style></head><body> <img src="http://link-to-your-image-online.jpg" /> <a href="http://link-to-your-conversion-page">Click Here!</a></body></html> 34
  34. 34. Week 14 Screencasting Results
  35. 35. Screencasting the blogs for screencasting resources.iShowU purchased iShowU HD and it’s fine.Screenrscreenr.comScreenr is free and web-based.Screencasts with graphic design and video editingWhen you combine screencasting with Illustrator’s graphic design capabilities and iMovie’s video editingcapabilities you can do some cool things with marketing research results.Illustrator Graphic for Illustrator graphic styles: for Illustrator patterns: you know your final video is going to be 720p, you can create a 1280px x 720px Illustrator file and usegraphic styles to make cool title images, which you can import into iMovie. 36
  36. 36. Week 15 Project
  37. 37. Week 16 Share
  38. 38. AcknowledgementsThank you to all of the educators who share their content online and to my students who listen to metalk about it. Thank you to Sonoma State University for giving me the academic freedom, computers, andsoftware to be able to teach this stuff. Thank you to my family for letting me stay in school for so longand supporting me along the way. Thank you to my friends for dealing with my Horowitz (@DrHoro) is a marketing professor at Sonoma State University who uses his marketingebooks and WordPress blog to teach marketing classes. Dr. Horowitz teaches web design,graphic design, video editing and search engine optimization skills in his marketing research, promotionmanagement, and retail management classes. Dr. Horowitz also teaches the wine business study abroadclass The Global Wine Industry.