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Unwrapping Tumblr
  with ADPR 3600: PR Writing
      at Marquette University
                  Jan. 24, 2013

@myklnovak • postmarq.tumblr.com • unwrapping.tumblr.com
MU Class of ’92




Marquette Journal staff photo • Source: ’92 Hilltop
20 years with Marquette




 MU Public Relations writer/editor from 1992-96
20 years with Marquette
     Currently:
    IT Services
Web Development
   Manager at
Marquette University
Overview

I. What is Tumblr?
II. Posting on Tumblr
III. Engaging on Tumblr
IV. 12 tips for writers
$1,000 Jeopardy! clue (Dec. 16, 2011)
I: What is Tumblr?
• Place to “follow the
  world’s creators.”
• “Tumblr makes it
  effortless to share
  anything you find
  or create.”

        tumblr.com/why-tumblr
So what’s Tumblr really?
•   “...a digital incubator for all things visually stunning.”
    (Christine Erickson, mashable.com)
•   “...a swirl of photographs, songs, inside jokes,
    animated cartoons and virtual warm fuzzies.”
    (Jeff Bercovici, Forbes)
•   “...the Lost and Found Department of the entire
    Internet.” (Salon.com)
•   “...the end of your social life.” (urbandictionary.com)
Easy posting
Easy sharing
Blogging hybrid
                  longer posts
                     scheduling
                      multimedia
                           pages
followers
                           templates
 timeline
                              tags
  retweets
    replies
      favorites
Tumblr public view




        nwkarchivist.tumblr.com
Undercover Tumblr
Dashboard (dash) view
Tumblr’s public dash




             www.tumblr.com
Who’s on Tumblr?
theprcloset.tumblr.com
Who’s on Tumblr?
llbeanpr.tumblr.com
WITH
A BEAN
SLANT




                      Image source: llbean.com
Who’s on Tumblr?
99problemsbutapitchaintone.tumblr.com
Who’s on Tumblr?
markcoatney.com
Who’s on Tumblr?
Who’s on Tumblr?
Who’s on Tumblr?
Who’s on Tumblr?
Who’s on Tumblr?
100+ Media Tumblrs




  unwrapping.tumblr.com/media
Brands on Tumblrs




    brands.tumblr.com
Your favorite Tumblrs?
Demographics
•   Top 15 websites in U.S.
                               ranked 13th by
•   #2 U.S. mobile website
•   56% female, 44% male
•   Especially attracts ages 18 to 24
•   College educated audience


Source: www.quantcast.com/top-sites/US
Tumblr hyperactivity
  41.4 billion
 total posts on Tumblr

 91.1 million
      total blogs
    www.tumblr.com/about/
Google search trends
“Tumblr” surpassed “blog” as a Google search term in Dec. 2012




        Google Trends: bit.ly/googletumblr
Tumblr culture
“The core of Tumblr‟s „social‟
  experience is how people
 consume and share content
  based on their interests,
    rather than through a
      conversation with
     their social circles.”
         (emphasis mine)

           — Ingrid Lunden, TechCrunch
Why Tumblr for Writers

 •   Post your own stories and other’s stories
 •   Mine Tumblr for story ideas
 •   Engage your readers (Tumblr followers)
 •   Connect with other writers on Tumblr
 •   Group blogs allow multiple authors
PR uses for Tumblr?
Chronicle Books contest




     Tag:
Marquette Tumblrs




 postmarq.tumblr.com/roster
Curate/report news


 Victor
Jacobo




          hashtagvictor.tumblr.com
Write reviews


Haley
Teresa
Carter



milwaukee-museums-more.tumblr.com
Answer questions




maddie-at-marquette.tumblr.com
Post photo essays




 aaronjayledesma.tumblr.com
Go free-form/creative




  hannah-e-mccarthy.tumblr.com
Cover a beat




 marquetteu.tumblr.com
Seek/promote testimonials




     thankumarquetteu.tumblr.com
Other MU Tumblrs?
II: Posting to Tumblr
The
 Dash
• Read posts
• Post stuff
• Interact
Use top-right corner
In dash...
•   Hover over
    a post’s top-
    right corner
    for date/time
•   Click to view
    post page
Access Blog Settings
•   From dash, click
    Settings icon


•   In the left column,
    click your
    blog’s name
Blog Settings
•   Upload your avatar photo to replace...
•   Replies – I suggest checking both:
    •   Allow replies from people you follow.
    •   Allow replies from people following you for
        more than 2 weeks.
•   Ask – I check “Let people ask questions” but
    I do not check “Allow anonymous questions”
•   Set the time zone (MU is GMT -6:00)
7 types of posts




Choose wisely. Once selected, you cannot switch post types.
 If text should be a photo, you will need start a new post.
Image driven


       of original posts
       are photos




     Source: mashable.com, 11/14/11
GIF: Word of the Year




 (as picked by Oxford American Dictionary)
New feature: Panoramas
Photo uploads
•   10 MB limit for most images
•   Animated GIF limit is 1 MB
•   Use JPG, PNG, GIF or BMP
•   500 by 700 pixel default for dash
•   1280 by 1920 pixel limit for larger
    version
1. Posting a photo




           Click Photo
Upload photo form
Photo
post


        Add caption (optional, but do it)

        Tag it (optional, but do it)
Set URL (optional, but do it)

Photo
post
Dash
result
Blog
result
Photoset
             Add
           multiple
            photos
             to a
            single
           post and
           arrange
2. Text post




      Click Text
Text Post form
Text
posting
options
Compose text post
Styling the post
   italic
  (Ctrl-I     insert/ number bullet     block      edit
  or ⌘I)     edit link  list  list      quote     HTML




 bold        strike-   unlink   read    upload    spell
(Ctrl-B     through             more    image    check
or ⌘B)                          break
Upload photo in text
1. Place      2. Click & select photo
  cursor
  at insert
Photo inserted
“Read More” break

                                  read more break

•   If your all-text post fills more than your
    whole screen (5+ paragraphs), consider
    using the “Read More” break.
•   After your compelling intro text, the
    “read more” break offers a link to more.
•   It’s optional but good Tumblr etiquette.
“Read More” break
1. Place cursor at insert   2. Click “read more”
“Read More” break




       3. Read more break appears
Set URL & photo reply
                   Click gear

                    Set URL

                  Photo reply
                   (optional)
Tag the post



Add tags
Tag the post

•   No pound sign needed; Tumblr adds the #
•   Spaces allowed in tags
•   Comma or return after each tag
•   No hyphens in tags
•   Search tags from dashboard or use a URL like
    www.tumblr.com/tagged/marquette
Save draft
Share draft for feedback
              •   From your Drafts
                  page, click the upper
                  right corner to access
                  an unpublished draft
                  page.

              •   Copy the URL of the
                  resulting draft blog
                  page and send it to
                  someone for review.

              •   Reviewer cannot make
                  changes. After the
                  post is published, that
                  URL stops working.
Where are my drafts?



       only appears if
       you have drafts
From Drafts, let’s publish
Text
post,         Image is 125 px wide;

dash
               must click to enlarge



view
    Note
“read more”
    link
Text
post,
blog view
    Full image
     appears




       Note
   “read more”
       link
Text post, page view
3. Quote post

“Be ignited,
or be gone.”
   (Mary Oliver)
4. Link post
5. Chat post

Overheard at Brew Cudahy Cafe:
Barista #1: I’m really tired.
Barista #2: You work in a coffee shop.
Do something about it.
6. Audio post




•   One audio upload per day
•   MP3s only with 10MB limit
•   Toll-free number to record
7. Video post




•   Embed YouTube or Vimeo by URL
•   Upload 5 minutes of video per day
•   100MB max per video file upload
Post options
     •   I mean, right now

     •   Stagger your posts

     •   Schedule your posts

     •   Stockpile your posts

     •   Only you or group members

     •   See preview
Themes




www.tumblr.com/themes/
Pages
•   For FAQ, about, résumé or resource content
•   Followers cannot like or reblog pages
•   To create pages...
    •   On public blog, click             (usually upper right)

    •   Scroll down the left column to Pages (click to open)

    •   Click “+ Add a page”

    •   Resembles text post creation
III: Engaging on Tumblr
Notes

•   Reblog
•   Like
•   Reply
•   Answer
Reblog
•   Before Twitter’s retweet, there was reblog
•   Quickly shares what you love on Tumblr
•   Creates a copy to your Tumblr blog
•   Allows you to add your own comments
•   Attributes to the original author
•   Adds to notes on the original post
•   Notifies author on dashboard (if set)
Why reblog?
•   Share other’s ideas, stories and images
•   Strike a balance: creating vs. curating
•   Add your own comments and images
•   Engages followers; converts non-followers
•   Founder/CEO David Karp saw it as a more
    thoughtful way of engaging online...
Visit the David Karp video link below.
Start at the 8-minute mark and go for 4 minutes.

            bit.ly/karpcomments
Reblog from dashboard

                   click
                   here
Reblog from blog page


                        click
                        here
Reblog
form
appears
      If you like,
add your comments here



  Add your tags here


  Click reblog post
Reblogging longer text
  Tumblr may
truncate longer
 text posts to a
  link post to
 save space on     truncated here
the dashboard.

 But you want
  the whole
    post...
Reblogging longer text
                  Click here
                  to change
                  reblog type
Reblogging longer text

                  Click here
                  to change
                  from link
                  to text
Like

•   Marks what you like from Tumblr
•   Similar to Twitter favorites
•   Does NOT create a post on your blog
•   Adds to Notes on the original post
•   Likes may appear in a sidebar or link (if set)
•   Notifies author on dashboard (if set)
Reply

•   Replies to your posts are off by default
•   Can allow replies from people you follow
•   Can allow replies from those following
    you for more than two weeks
•   For comments, use DISQUS add-on:
    disqus.com/admin/tumblr/
Reply to a post

•   Reply to those you follow
•   Click Reply icon      on dashboard posts
•   250 character limit
Answer a question




Seen in dash: a question post with answer box
Making a question post
•   Start a text, photo, link, audio or video post
•   End a text post, headline or a caption with “?”
•   The ? prompts this option on the right




•   Check “Let people answer this”
•   Creates a question post with answer box
Submit stuff to others
dearmarquette.tumblr.com




 Bowl of Real Chili in 1980: $1.40; Today: $5.74
Ask others a question



  •   Click avatar, ask link or go to /ask
  •   500-character limit;10 asks/hour
  •   No web or email addresses
  •   No “sent items” folder
Send Fan Mail
About Fan Mail
•   Must follow for 48 hours to send Fan Mail
•   Click mail icon in upper right of blog home
    (or click the avatar on the dashboard)
•   Unlike asks, Fan Mail allows URLs
•   Limit of 500 Fan Mails per day
•   Fan Mail cannot be disabled, but you can
    ignore the user to stop unwanted
    messages
Your Inbox


•   Watch for the new message indicator
•   Inbox gathers asks and fan mail
•   Settings > Email > New Messages for alert
•   Fan Mail responses go to their Inbox
•   For asks, either publish response to your
    blog or answer privately to their Inbox
Tie to Twitter/Facebook
1. Set up in Blog Settings         2. Select when posting




  Integrates to Facebook’s Timeline, News Feed and Ticker.
            Shares replies and likes on Timeline.
Promote this post




 Be careful with promoted posts;
not all Tumblr followers like them.
Pinned Post




Pinned posts stay at the top of follower’s
  dash for 24 hours or until unpinned.
Highlighted Post




Highlighted posts put a flag (“Answer this!”)
    next to the post on the dashboard.
Following
•   Follow accounts that fit your interests
•   Click          in the upper right of blog
•   On the dashboard, click   + to follow
Following suggestions
•   Spotlight: 55 categories
    tumblr.com/spotlight/
•   Storyboard:
    storyboard.tumblr.com
•   Media Tumblrs:
    unwrapping.tumblr.com/media
•   Marquette Roster:
    postmarq.tumblr.com/roster
Seedy side of Tumblr
•   Spam likes or reblogs (use “ignore”)
•   Beware of phishing for Tumblr logins
•   F-bombs, even on official Tumblr stuff
•   F***yeah blogs (100,000+ blogs)
Tumblr loves bacon!




26 F***yeah bacon blogs, as of Apr. 2012
Check archive, likes
Track topics with tags
•   Tracked tags on
    upper-right of dash
•   Search for tag
•   Results show a
         button
•   Click to track tag
•   Limited to 20 tags
Curated tags (news)




  www.tumblr.com/tagged/news
IV: 12 Tips for Writers
1. Identify yourself
2. Stick with a blog name
3. Add visuals to stories
4. The Tag Advantage
• Only 10% of
  Tumblr users tag

• Surfaces content
  for others

• Focus on the first
  five tags

                       Top 10 tags on postmarq
5. Consider length
6. Formatting matters
•   We read text 25% slower on screen
    than on paper.
•   Use subheads to emphasize your points
    and create a clean, visual structure.
•   Making several points? Consider a list.
7. Post often but stagger

• Post too often and you
  may receive less notes

• Post infrequently and
  you may not gain a
  following

• Undercurrent.com
  study: One post per day
8. Post in the p.m.
Tumblr prime times




    bit.ly/tumblrtimes
9. Link your related posts
               1.   McCormick Hall
               2.   Mashuda Hall
               3.   Cobeen Hall
               4.   Abbottsford Hall
               5.   O’Donnell Hall
               6.   Carpenter Tower
10. Get Google Analytics




    Learn how at bit.ly/gatumblr
11. Find a blogging niche
12. “Write about what you
 care about and do it often.
Build up a portfolio of work.
 Eventually, if your work is
good, someone will notice,
   and if they don‟t, start
  pitching it to places and
    people you respect.”

— Anthony De Rosa (soupsoup.tumblr.com)
Questions?
Thanks!




postmarq.tumblr.com • unwrapping.tumblr.com
  @myklnovak • mykl.novak@marquette.edu

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