A full spectrum look at this growing social platform.

1. tumblr.

2. Overview
Microblogging platform
Supports multimedia postings
Graphically oriented
over 181 million blogs hosted
over 96.4 million posts created each day
Alexa global rating of 35, US rating of 17

3. At a Glance

4. History
Established February 2007 by David Karp to fill a
gap in the industry of “tumblelogs”
{short-form blogs}
75,000 users within 2 weeks of launch
Featured 1st major brand campaign with Adidas in
June 2012
Sold to Yahoo! in June 2013 for $1.1 Billion. {nearly
170,000 petitioned against the sale}

5. Functionality

6. “Tumblr celebrates creativity, we want you
to express yourself freely and use Tumblr to
reflect who you are, what you love, think and
stand for.”
Community Guidelines
What it is for:
What it is NOT for:
✴Malicious Speech
✴Harm to Minors
✴Promotion or Glorification of Self-Harm
✴Uploading Sexually Explicit Video
✴Misattribution or Non-Attribution
✴Spam

7. Special Features
Reblog
Phone in audio posts
Many keyboard shortcuts
to navigate dashboard
Plan Meetups
No paid account options
What makes tumblr. different
Post template options for
several media channels
New user generated image at
each sign up/login
“Bookmarklet” toolbar app for
easy posting while browsing
Create multiple blogs under one
account
{Including collaborative blogs}

9. Other functionality
Use Hashtags {#} to tag
posts with keywords
Customize with themes
and fonts
Radar offers a user post
on ones dashboard with
the easy option to follow
Manually or Auto-
schedule posts
Reblog Like
Follow

10. Purpose
To offer a creative
outlet where users can
share, design, express
and experience many
forms of media and
ideas.
Dialog
Photos
Quotations
for example...

11. Usability - Navigation
Account Set Up
Login Procedure
Privacy Settings
Access to information
Posting information

12. Account Set up & Log in
Easily
Sign in
Quickly search without being
signed in
Sign up for
a free
account
Find terms of use and
privacy policy before
signing up or logging in
Sign in
page
user
graphic,
page
link &
avatar

13. Privacy Settings
Primary blogs are public
Secondary blogs can be
password protected
Posts on primary blogs
can be made private.
Posts made private on
secondary blogs can still
be seen by admins and
members
click here to
make post
private

14. Posting Content

15. Posting
Photos

16. Links
Posting
{and scheduling posts}

17. Usability - Ease of Use

18. Shortcuts for common tasks
device specific pros/cons
Timelines to preform common tasks
Effort required to navigate site
Usability - Ease of Use

19. Shortcuts
Bookmarklet
Post via email
Quick Access Actions
Mass edit posts & tags
Roll over top right corner for post
times
Phone in posts @ 866-584-6757
Reblog to any of your blogs
End a post with a “?” to solicit
replies
Keyboard
Shortcuts{While in Dashboard}
J = Forward
K = Reverse
L = Like
N = See Notes
Space = view photoset or video
Opt/Alt+R = Reblog
Opt/Alt+E = Add post to queue
Opt/Alt+C = Compose new post
Opt/Alt+Tab = Toggle between
all your blogs dashboards

20. Mobile
Acquired the app “Tumblerette” in
2009 allowing the company to
personally launch the iPhone app
Became available to Blackberry
phone in 2010 via 3rd party
application
In 2012, tumblr. released a new
version of the iOS app with
support for Spotify, hi-res images
and offline access.
Windows, Android and Google
Glass compatible apps are also
now available.

21. Pros & Cons
Larger display
Shortcuts
Easy access to site
information pages
Desktop
Mobile
Pros
Cons
Pros
Cons
Simplified navigation
Post from anywhere
Overwhelming navigation
options
Time consuming set up
Unfavorable display size
Not ideal for longer text
posting

22. Time & Effort to Preform Common
Tasks & Navigate
Laborious: Account set up & customization
Quick: Posting & scheduling posts
Quick: Editing posts & post schedules
Moderately time consuming: keyword searches
Moderately time consuming: searching for specific people
Very time consuming: learning how to navigate, customize
and maintain the account.

23. Personal Use
Notoriously weak search allows users to stay fairly
anonymous.
Collaborative blogs allow for family and friends to
share content with each other
Collaborative blogs also allows for maintaining
multiple pages for different hobbies and interests.
Useful tool for displaying graphic art

24. Professional Use

25. With 125k new users every day it’s a huge audience to utilize
Sponsored ads now available with specific targeting options
13 million moms visit the site each month
Allows businesses the opportunity to provide a story rather
than a simple push of products
Utilization of the community to find consumer sourced
content.
Collaborative blogs allow for colleagues to work together on
content.

26. Projected Future
The platform is almost perfectly
positioned between traditional blogging
and the real time distribution of content
offered by twitter.
- Businessweek.com
“

27. Tumblr users age 18-34 are more likely than
the average Internet user to advise their
friends about politics and current events.
They’re also more likely to donate to
environmental organizations, attend political
and social rallies, and register to vote. -
Forbes.com
“
Tumblr & Activism