How to Use Tumblr for Social Curation and

Brand Growth

Lauren Cucinotta, Branding + Editorial Manager, TEDx

lauren@ted.com@LCucinotta

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• Tumblr + Brands

• TEDx overview

• Best Practices

• Curate Content

• Engage your Community

• Plug in to Conversations

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Tumblr + Brands

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• 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

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ActorsArchitectureArtArtistsBeautyBook DealsBooksBusinessCharities & Non-ProfitsComicsCultureCuratorsCuteDesignDevelopers EducationEntertainmentFashion

FilmFilmakersFitness Food & DrinkFunnyGamingHistory Home and LifestyleIllustratorsLGBTMedicineMuseumsMusicMusiciansNatureNewsNYCParentingPhotographers

PhotographyPoetryPolitics and GovernmentRecord LabelsRestaurantsScienceSpiritualitySportsStartupsStreet StyleSustainabilityTechnologyTelevisionTravel TypographyWritersYoung Adult

Tumblr is about “millions of people sharing the things they do, find, love, think, or create”

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TEDx overview

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• Over 5,200 events since 2009

• 148 countries, in 50 languages

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• 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

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• Daily video + photo + quote posts

• Reblog + reframe

• Tag by subject + country

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• Quote from a popular TEDxTalk

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• Overview of technology featured in a talk

• Images paired with shareable quotes

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Best Practices

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Curate Content

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• Theme

• Choose an approach: meme, reblogging, microsite

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• 7 ways to present content

• Measure success in likes + reblogs + followers

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• Brand extension

• Reblog magazine contributors and other relevant Tumblrs

• Additional content from contributors

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• Pop-up microsite for exhibition

• Submission-based

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• Support for “Smarter Planet” campaign

• Tags create “subject channels”

• Mix of original content + reblogs

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• A committed curator/curatorial team

• Test + brainstorm

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Engage your Community

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• Ask:Who is your community? (existing or Tumblr users)

How can you get content from them/collaborate

What are their stories?

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• Set up submission posts: use your community’s knowledge

• Reblog + reframe + like

• Follow users that follow you

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Plug in to Conversations

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17. Spotlight section overviewhttp://www.tumblr.com/spotlight

• Spotlight: exemplary in their subject, Tumblr curated

• Find people in your space that are having the conversation

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• Tag your posts

• Search curated tags for other blogs and users

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• Reblog + reframe conversations

• Be timely

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• 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

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Questions?

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