lessons learned from tumblr

Post on 27-Aug-2014

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How come Tumblr has been able to survive to Facebook and its cannibal attitude? Using traditional business analytics, there is no evident answer. Maybe some other tools, like studying behavioural trends among youngsters may help in solving the riddle. (audio - in italian - can be found here) https://www.youtube.com/watch?v=QhAlF4jmnGI

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Online Video, the Road to a“Lean Back” UX on the Sofa Screen

FO

FOKUS Fraunhofer Media Web Symposium

Berlin – May 9th, 2014

lessons learned from Antonio Pavolini

Business Analyst, Digital Media

www.conversational.it

from microbloggingto instinct and raw emotions.

no conversation,no confrontation,no conflict.

two basic interaction forms:1. love2. reblog

numb3rs

factshttp://comscore.com (jan 2014)

the Marissa affairYahoo (May 2013)

growth?kiddin’

me?

http://comscore.com (jan 2014)

selfproclaimed

revs

Source: tumblr.com, business insider 2014

here’s what people like to share

recap:

• Average daily signups: 120.000 (June 2013)• Number of Tumblr Blogs: 168.9 mio (Jan 2014)• Number of Tumblr Posts: 75 bio (Jan 2014)• Per day: 113.6 (Jan 2014)• Monthly Tumblr Visitors: around 200 mio (Jul 2013)• Monthly Page Views: 5.187 bio (Jul 2013) • Pct. of aged 13-19 who prefer Tumblr to other

social platforms in the U.S: 61% (Oct. 2013)• Mobile app engagement growth 2012-2013: +251%

sources: cnn.com, tumblr.com, quantcast.com, forbes.com, mediabistro.com

why?

a few possible clues

ideal UX for tablet/second screen

Free API + Open Format = Open UX

tRlbum(android)

tumblrON (iOS)

keep it clean, keep it simple?

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adsfeatures

keep it clean, keep it simple

free form, no boundaries

educating users to freedom: themesSpecial thanks to Mafe De Baggis for inspiring this slide

sharing as the real leverage

conveying your personality

cross-format proposition: «if you like the pics I reblog,

you’ll probably love the music I reblog»

whiskie.net

quotes imply that you cannot always be the aphorism genius

Not Suitable For Kids? Kiddin’ me?it’s a new no man’s land

Where’s the Beef? Ask Adidas

1. Look for ideal balancement between user freedom and cleanness

2. Keep an eye on youngsters3. Less emphasis on technology and

algorithms4. Explore the no man’s land5. Find new value in interstices6. Fruition and engagement are not

the only content mantras7. Low-Res retains its special flair8. Cross-screen, cross-form wins9. People may be re-fluxing in a less

rationally engaging, but more emotionally involving user experience

10.People may want to «make sense» to other people, known and unknown

Thank you.

Antonio PavoliniBusiness Analyst, Digital Media

www.conversational.itTwitter: @antoniocontent

Email: antoniocontent@yahoo.it

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