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Here’s where Tumblr’s going to be at San Diego Comic-Con this week:
The MTV Fan Fest party on Thursday at 7 p.m.
The official orphanblack #CloneClub Meetup on Friday at 1 p.m.
Pacific time, obviously. Surf’s up.
Before that happens, though, some classic fandoms are duking it out on Tumblr for the B.F.F. Award at the mtvU Fandom Awards. It’ll decide which group of people, all of whom like the same thing, collectively like their thing the most. Voting ends tonight, so this is completely your last chance ever to show how much you like the thing you like.
Searches for the meanwhile: fandom awards, sdcc, cloneclub meetup, 
See you in San Diego!  

staff:

Here’s where Tumblr’s going to be at San Diego Comic-Con this week:

Pacific time, obviously. Surf’s up.

Before that happens, though, some classic fandoms are duking it out on Tumblr for the B.F.F. Award at the mtvU Fandom Awards. It’ll decide which group of people, all of whom like the same thing, collectively like their thing the most. Voting ends tonight, so this is completely your last chance ever to show how much you like the thing you like.

Searches for the meanwhile: fandom awards, sdcc, cloneclub meetup

See you in San Diego!  

During the World Cup we were working with Millward Brown Digital, a market research firm, to understand the impact that Sponsored Posts have on user attitudes towards advertisers. What we found was that engagement, especially earned engagement, is incredibly effective at boosting key awareness and association measures. Adweek did a quick write up about the study here, but we also thought you might be interested in seeing the results first-hand.

"BecauseFútbol is all about the celebration of fan passion, and our partnership with Tumblr was the key to connecting, inspiring and engaging fans—turning that futbol fan passion into Hyundai brand engagement.”
—Steve Shannon, Vice President of Marketing, Hyundai Motor America

Hyundai’s goal 
As an official sponsor of the FIFA World Cup since 2002, Hyundai wanted passionate soccer fans to associate their brand and message with one of the biggest sporting events in the world.
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Their solution
Hyundai and their agency, INNOCEAN USA, envisioned and executed the #becausefútbol campaign using Tumblr as the hub for engaging soccer fans across multiple social channels. In addition to the community’s incredible passion for fútbol, Tumblr provided them with the flexibility to run a complex multi-channel campaign from a single platform. Their content, which was designed for Tumblr and cross-published to other networks, came from three main sources: Hyundai’s marketing team, commissioned artists from the Tumblr community, and submissions from followers and fans.
To help their content stand out amid all the activity surrounding the world cup, Hyundai sponsored a number of the posts they created and curated. By getting #becausefútbol content to their target audience faster, they increased earned engagement during their campaign and, ultimately, sponsorship and message association among Tumblr users.
Hyundai also encouraged people to share their passion in the real world. More than 100 pieces of content created for BecauseFutbol.com were featured on a digital billboard in Times Square. They also curated a list of venues where fans could go to watch the games together.
The resultsBased on the analysis from Millward Brown Digital it’s clear that engagement was the primary driver of sponsorship and message association with Hyundai’s FIFA World Cup sponsorship. While paid engagement had a clear and measurable impact, it was the resulting earned engagement from users sharing #becausefútbol content with others and advocating for Hyundai’s brand that had the greatest return on investment.
Lift in Sponsorship Association
Both paid and earned engagement with a Sponsored Post increased the number of Tumblr users who knew Hyundai was an official sponsor of the FIFA 2014 World Cup.
Compared to the control group, there was a:
31% lift in sponsorship association among people who engaged with Hyundai’s paid placement, and
176% lift in sponsorship association among people who engaged with Hyundai’s earned media (earned engagement).

Lift in Message Association
Both paid and earned engagement with a Sponsored Post increased users’ association between Hyundai and the #becausefutbol tagline. 
Compared to the control group, there was a:
38% lift in message association among people who engaged with a paid placement, and 
135% lift in message association among people who engaged with Hyundai’s earned media (earned engagement).

During the World Cup we were working with Millward Brown Digital, a market research firm, to understand the impact that Sponsored Posts have on user attitudes towards advertisers. What we found was that engagement, especially earned engagement, is incredibly effective at boosting key awareness and association measures. Adweek did a quick write up about the study here, but we also thought you might be interested in seeing the results first-hand.

"BecauseFútbol is all about the celebration of fan passion, and our partnership with Tumblr was the key to connecting, inspiring and engaging fans—turning that futbol fan passion into Hyundai brand engagement.”

—Steve Shannon, Vice President of Marketing, Hyundai Motor America

Hyundai’s goal

As an official sponsor of the FIFA World Cup since 2002, Hyundai wanted passionate soccer fans to associate their brand and message with one of the biggest sporting events in the world.

Read More

If you’ve ever sat in a meeting with a Tumblr brand strategist, you’ve probably heard the term “earned engagement.” Like earned media, earned engagement is the user activity your content generates above and beyond what you buy. But up until now, you really couldn’t tell how many more people were seeing, clicking on, and reblogging your posts than you were paying for. 

Well, no longer. We’ve completely overhauled Tumblr Analytics with a focus on earned media and earned engagement to help brands understand the effective Cost Per Engagement (eCPE) of their campaign.

Take a look at the graph. It’s the only time down-and-to-the-right is a good thing. 

Let’s say you spend $100 on a campaign at a cost of $1 per engagement. We’ll show your Sponsored Post until 100 people like it, reblog it, follow you, or click-through to your blog. That’s your paid engagement. Now, since Sponsored Posts work just like normal posts, anyone who reblogs it will send it to all their followers. And after that, everything is earned. Meaning free. If 100 more people engage with your post, your effective Cost Per Engagement (eCPE) drops to 50 cents. Another 100 and you’re at $0.33. 

And reblogs aren’t the only driver of earned engagement. Likes are a major signal in Search ranking and trending topics, which makes your content more discoverable. Engagement on those pages is also considered earned, by the way, and further reduces your eCPE. 

The reason this system works is because it benefits both sponsors and users: earned engagement increases the value of advertising on Tumblr by reducing the effective cost of the placement; and the amount of engagement a sponsor can earn is determined by the quality of content they put out. Brands can actually measure the benefit in dollars of creating content that users want to see and share. 

Yahoo is big. Yahoo + Tumblr is really big. Like 800 million average monthly visitors big. And today we announced an easy way for brands to reach them across both properties. 

Tumblr Sponsored Posts can now run alongside Yahoo’s content streams, article pages, image galleries and digital magazines. Our early advertising partners, Lexus, Lionsgate (The Hunger Games), and Lipton will all be featured over the next few weeks. 

Nothing about the Sponsored Post is changing. It’s still the same beautiful, rebloggable post. It just has the opportunity to reach more people than ever before. 800,000,000.00 people. 

Interested? Contact a brand strategist to learn more.

The World Cup kicks off today in the host country of Brazil, also home to Tumblr’s second largest audience* after the U.S. We’ve been watching the conversation grow over the last few months and now that the tournament is finally starting, we’re excited to see all the cool things brands are doing to mark the event:
adidas Football, the official sponsor of everything soccer, has turned their blog into a hub for all the content they’re creating for the tournament: player interviews, commercials, merchandise. The works.
Hyundai is going big, because fútbol. The official sponsor will be posting more than 100 pieces of original content from their blog on a digital billboard in Times Square, including some content created by artists from the Tumblr community. The animation above was done by the talented Mathias Brown at Traceloops. 
Coke, an official FIFA partner, has been traveling the world to find out what the Cup means to people, and sharing their stories in photos and videos.
Although not an official sponsor, Tide’s “keeping it clean” campaign is a fun reminder that a couple stains or some strange odors don’t need to stop you from exchanging jerseys with other fans. Just make sure it’s your size.
They’ll be tagging their posts #world cup or #fútbol to join in on the massive conversation already happening on Tumblr. Keep an eye out!
*Source: comScore, April 2014Image courtesy of Hyundai and Mathias Brown.

The World Cup kicks off today in the host country of Brazil, also home to Tumblr’s second largest audience* after the U.S. We’ve been watching the conversation grow over the last few months and now that the tournament is finally starting, we’re excited to see all the cool things brands are doing to mark the event:

  • adidas Football, the official sponsor of everything soccer, has turned their blog into a hub for all the content they’re creating for the tournament: player interviews, commercials, merchandise. The works.
  • Hyundai is going big, because fútbol. The official sponsor will be posting more than 100 pieces of original content from their blog on a digital billboard in Times Square, including some content created by artists from the Tumblr community. The animation above was done by the talented Mathias Brown at Traceloops
  • Coke, an official FIFA partner, has been traveling the world to find out what the Cup means to people, and sharing their stories in photos and videos.
  • Although not an official sponsor, Tide’s “keeping it clean” campaign is a fun reminder that a couple stains or some strange odors don’t need to stop you from exchanging jerseys with other fans. Just make sure it’s your size.

They’ll be tagging their posts #world cup or #fútbol to join in on the massive conversation already happening on Tumblr. Keep an eye out!

*Source: comScore, April 2014
Image courtesy of Hyundai and Mathias Brown.

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You like cake? How about cookies? How about your Tumblr theme? 
Of course. You love all these things. They’re all delicious. 
They’re delicious even when you just buy them off the shelf, but they’re even more mouth-watering when you make them from scratch. Tumblr themes, especially. 
GA Dash is here to help you experience this sensation. Starting today, anyone can learn to build a theme—step by step—and seamlessly implement that theme on Tumblr. All for free. Pretty sweet. 
P.S. To kick this off, General Assembly will be hosting a series of meetups starting June 21st. See if there’s one in your city—we’ve got New York, LA, Melbourne and more—and RSVP to meet other theme-makers in the making.

staff:

You like cake? How about cookies? How about your Tumblr theme? 

Of course. You love all these things. They’re all delicious. 

They’re delicious even when you just buy them off the shelf, but they’re even more mouth-watering when you make them from scratch. Tumblr themes, especially. 

GA Dash is here to help you experience this sensation. Starting today, anyone can learn to build a theme—step by step—and seamlessly implement that theme on Tumblr. All for free. Pretty sweet. 

P.S. To kick this off, General Assembly will be hosting a series of meetups starting June 21st. See if there’s one in your city—we’ve got New York, LA, Melbourne and more—and RSVP to meet other theme-makers in the making.

The customer journey is starting earlier and ending later than ever before. Before people buy, they save an image of a product and pin it on Pinterest or post it on Tumblr. After they buy, they might take a selfie with their new sweater and post it on Instagram.

Curalate CEO Apu Gupta sharing his thoughts on the new social sales funnel with Recode.

Come hear more at our sales roadshow in Seattle on July 17th where Apu will present Curalate’s incredible visual analytics platform. And while you’re there, you can congratulate him and his team on closing their Series B. 

unionmetrics
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In the age of increasing TV cord cutters, AMC smartly decided to straddle the divide between those who stream their shows and those who still watch on traditional cable channels by releasing their newest series for two weeks on Tumblr before airing it on their network. 
Halt and Catch Fire premiered on Tumblr on May 19th, becoming the first show ever to do so, ahead of its network premiere on June 1st. This move gained AMC a very dedicated community around their new series: Posts about Halt and Catch Fire earned an average of 63 notes per post, more than the Brooklyn Nine-Nine fandom, and behind only the incredibly large and dedicated Sherlock fandom. 

(Source: AMC) 
Posts spiked predictably around the two premiere dates: The majority were made on May 19th, with a second spike following on June 1st. We’ve discussed before how Tumblr is a place that fans come to talk about their favorite shows not necessarily during a broadcast, but around it; they make and share gifs around their favorite scenes and actors, discuss character motivations, and even their own feelings about certain characters, character pairings, and more. 
Top posts reflected this, and also that AMC really took the time to get to know their audience: Four of the most popular posts around the show came from AMC’s official blog, while the rest were fan posts. The majority of the latter center around the show’s star, Lee Pace, and AMC used hashtags associated with the popular actor’s other projects to increase reach on their own posts: #LOTR, #Hobbit, #PushingDaisies, and #Twilight all have dedicated fandoms on Tumblr. 

(Source: AMC)
The rule is to be where your audience is, listen to them, and speak to them in their language. AMC is making that effort, and being rewarded with fan engagement. 

The theme of the week is TV on Tumblr. Thanks UM for this great write up about Halt and Catch Fire. 

unionmetrics:

In the age of increasing TV cord cutters, AMC smartly decided to straddle the divide between those who stream their shows and those who still watch on traditional cable channels by releasing their newest series for two weeks on Tumblr before airing it on their network. 

Halt and Catch Fire premiered on Tumblr on May 19th, becoming the first show ever to do so, ahead of its network premiere on June 1st. This move gained AMC a very dedicated community around their new series: Posts about Halt and Catch Fire earned an average of 63 notes per post, more than the Brooklyn Nine-Nine fandom, and behind only the incredibly large and dedicated Sherlock fandom. 

(Source: AMC

Posts spiked predictably around the two premiere dates: The majority were made on May 19th, with a second spike following on June 1st. We’ve discussed before how Tumblr is a place that fans come to talk about their favorite shows not necessarily during a broadcast, but around it; they make and share gifs around their favorite scenes and actors, discuss character motivations, and even their own feelings about certain characters, character pairings, and more. 

Top posts reflected this, and also that AMC really took the time to get to know their audience: Four of the most popular posts around the show came from AMC’s official blog, while the rest were fan posts. The majority of the latter center around the show’s star, Lee Pace, and AMC used hashtags associated with the popular actor’s other projects to increase reach on their own posts: #LOTR, #Hobbit, #PushingDaisies, and #Twilight all have dedicated fandoms on Tumblr. 

(Source: AMC)

The rule is to be where your audience is, listen to them, and speak to them in their language. AMC is making that effort, and being rewarded with fan engagement. 

The theme of the week is TV on Tumblr. Thanks UM for this great write up about Halt and Catch Fire