This document provides tips for using Tumblr for social curation and brand growth. It discusses how Tumblr can be used by brands, providing statistics on Tumblr users. It then gives an overview of TEDx and their Tumblr statistics. The document outlines best practices for curating content on Tumblr such as having a theme, various ways to present content, and engaging communities. It suggests plugging into conversations by finding relevant blogs and users, tagging posts, and reblogging conversations.

1. How to Use Tumblr for
Social Curation and
Brand Growth
Lauren Cucinotta, Branding + Editorial Manager,
TEDx
lauren@ted.com
@LCucinotta
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2. • Tumblr + Brands
• TEDx overview
• Best Practices
• Curate Content
• Engage your Community
• Plug in to Conversations
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3. Tumblr + Brands
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4. • 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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5. Actors
Architecture
Art
Artists
Beauty
Book Deals
Books
Business
Charities & Non-
Profits
Comics
Culture
Curators
Cute
Design
Developers
Education
Entertainment
Fashion
Film
Filmakers
Fitness
Food & Drink
Funny
Gaming
History
Home and Lifestyle
Illustrators
LGBT
Medicine
Museums
Music
Musicians
Nature
News
NYC
Parenting
Photographers
Photography
Poetry
Politics and Government
Record Labels
Restaurants
Science
Spirituality
Sports
Startups
Street Style
Sustainability
Technology
Television
Travel
Typography
Writers
Young Adult
Tumblr is about “millions of people sharing the things they
do, find, love, think, or create”
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7. Monday, November 26, 12

8. TEDx overview
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9. • Over 5,200 events since 2009
• 148 countries, in 50 languages
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10. • 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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11. • Daily video + photo + quote posts
• Reblog + reframe
• Tag by subject + country
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12. • Quote from a popular TEDxTalk
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13. • Overview of technology featured in a talk
• Images paired with shareable quotes
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14. Best Practices
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15. Curate Content
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16. • Theme
• Choose an approach: meme, reblogging, microsite
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17. • 7 ways to present content
• Measure success in likes + reblogs + followers
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18. • Brand extension
• Reblog magazine contributors and other relevant
Tumblrs
• Additional content from contributors
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19. • Pop-up microsite for exhibition
• Submission-based
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20. • Support for “Smarter Planet” campaign
• Tags create “subject channels”
• Mix of original content + reblogs
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21. • A committed curator/curatorial team
• Test + brainstorm
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22. Engage your Community
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23. • 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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24. • Set up submission posts: use your community’s
knowledge
• Reblog + reframe + like
• Follow users that follow you
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25. Plug in to Conversations
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26. 17. Spotlight section overview
http://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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27. • Tag your posts
• Search curated tags for other blogs and
users
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28. • Reblog + reframe conversations
• Be timely
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29. • 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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30. Questions?
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