fireside chat with @tumblr's @davidkarp at #canneslions / #ogilvycannes

Download Fireside Chat with @Tumblr's @DavidKarp at #CannesLions / #OgilvyCannes

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Founder of Tumblr, David Karp, spoke to Cannes Lions 2013. Here's what he had to say...



2. A FIRESIDE CHAT WITH Tumblrs DAVID KARP Big StatsThe platform has grown to 300 million members. There are 188.4 million blogs and 83.1 billion posts. Trends begin on Tumblr. As an example, Oxford Dictionaries U.S.A. designated GIF its 2012 word of the year crediting Tumblr with pushing the term. 3. The Dosand DontsonTumblrKarp shared his own experience as a creator before Cannes Lions. Included in his talk were six 6 Dos and Donts for brands using Tumblr. A FIRESIDE CHAT WITH Tumblrs DAVID KARP 4. Build Beautiful BrightSpotsKarp said Great creators have demonstrated that they can do something beautiful on Tumblr. Their work subsequently attracted others. Karp said the advertising industry could use Tumblr in a similar if-you-create-it-they-will- come manner. In marketing and communications industry dominated by a relentless focus on huge reach and mass adoption, advertisers can use Tumblr to enhance their brands and expect that their Tumblr following will grow. 1 5. CultivateaCultureofStorytelling Tumblr users are trying to tell stories, and draw people who will experience those stories. Karp said that brands should use the platform to tell stories that inspire people to become your customer. Share what you believe in, he told the audience. Theres always an authentic story there. He pointed to a campaign by the Lincoln Motor Company (client) that told a very now story using Cinemagraphs and featured visually beautiful, poetic imagery. 2 A FIRESIDE CHAT WITH Tumblrs DAVID KARP 6. Publish whatYouLoveRather than a place to meet your friends, Tumblr is a network that allows people to discover the things they care most about. As such, Karp advised session attendees that when it comes to Tumblr content think in terms of what would bring value to your readers. 3 A FIRESIDE CHAT WITH Tumblrs DAVID KARP 7. DontBuilda BrandpresenceThe Hunger Games marketers created a Tumblr, but not to promote the movie but rather to promote Capitol Couture, a fashion line from the film. Karp said such content was perfectly suited for the fashion crowd already on Tumblr. Using that example, Karp suggested that the best approach to building connections with customers is creating some type of brand experience native to Tumblr. So much of the Internet has been squeezing [ad creative] down into little blue links, Karp explained. Tumblr, he added, provides a better and bigger canvas. 4 A FIRESIDE CHAT WITH Tumblrs DAVID KARP 8. DontWorry AboutPermanenceKarp said there is too much pressure sometimes for marketers to be always on. The common wisdom when it comes to brand blogs is to not start one unless you are prepared to do endless updates. Such commitment is not necessary in Tumblr. Sure, Karp, said, its a great place for an enduring story space, ut short- lived efforts do well, also. He pointed to Old Spices Mr. Wolf Dog campaign as an example. 5 A FIRESIDE CHAT WITH Tumblrs DAVID KARP 9. You Dont NeedanarmyWhen creating a Tumblr, Karp said theres no need to assemble the entourage that shoots TV spots or that builds cathedral-sized Web sites. Instead, keep the team small and simple. He suggested that a scan of the most beautiful Tumblrseven those from brandsreveals that they are often quite simple. 6 A FIRESIDE CHAT WITH Tumblrs DAVID KARP