IN THE WILD…
PlayStation’s Tumblr mixes GIFs and images from PlayStation titles with hand-picked fan art curated from the gaming community. The community engagement and playful tags make it clear that the brand bloggers love gaming just as much as the fans do.
NBA Through the Lens
The NBA’s Tumblr is elegant and straightforward. It offers nothing but high-resolution, captivating photos with basic descriptive captions.
Museum of Modern Art
The Museum of Modern Art naturally lends itself to a visual-focused Tumblr strategy. The blog represents the brand perfectly: It’s both irreverent in tone and respectful of the intrinsic value of art (much like many works of modern art). Occasional references to pop culture help the content feel fresh and relevant, as in a post that compares Beyoncé to Magritte, and one that references the TV series “Arrested Development.” These are a particularly good fit for Tumblr’s youthful, pop culture-savvy community.
IN THE WILD…
Tomorrow is Now
Jeep’s Tumblr features almost no explicitly branded content; even the URL doesn’t indicate that it’s a brand blog. Instead, the blog’s subhead asks, “What adventures will you seek?” – with the implication, of course, that Jeep will be your ally in the quest. Most of the content is curated user submissions, which, more than inorganic ads, convey the point: Jeep is a brand of carpe diem, ready for excitement and the unknown.
General Electric uses its Tumblr to take a brand that many perceive as old-fashioned or intangible and make it human and relevant. The personality the blog constructs is cutting-edge and smart, showcasing both recent GE innovations and a commitment to the spirit of innovation.
The White House
When it comes to personality-filled brand blogs, nobody does it like the team behind the POTUS. The tone of the White House Tumblr is down-to-earth and frank as it shares peeks into the human side of presidential life. It’s friendly and familiar without being inappropriately goofy. The blog strikes a good balance between respecting the dignified nature of the “brand” and catering to the Tumblr community with GIFs, humor, and pithy statements.
IN THE WILD…
NPR’s Tumblr curates the most notable or intriguing stories from an abundance of available content. The posts come from both NPR.org and reblogs of more niche NPR-affiliated Tumblrs, like those for individual NPR programs. The secret sauce that makes this blog especially fun to follow is the clear voice of the blog’s various contributors. Members of the Tumblr team will personally sign posts or commentary they write and share candid, first-person remarks in the post tags.
Rookie, an online magazine for teen girls, is right at home on Tumblr. The content includes both posts linking back to the main site and curated reblogs, all with original commentary from Rookie’s Tumblr team. The personalities of the bloggers are clearly conveyed in each post, and the individual author of any original post or commentary is plainly noted. The whole package comes with funny tags and an irreverent tone, written in the same style as used by the blog’s readers – think minimal capitalization, acronyms, and the use of tildes for humorous emphasis.
The Yahoo Finance Tumblr punches up its relatively dry subject matter with an emphasis on visual assets and a tone that’s both playful and knowledgeable. Curated content is chosen based on what will be most useful to followers or easily catch their attention.
We’re happy to begin the “On Workflow” series with Mike Manuel, PNConnect’s General Manager. Special thanks to Mike for letting us peer over his shoulder to learn how he approaches his day.
I do believe there is such a thing as visual stress and a desk that’s overflowing with papers to me is a form of visual stress. Working at a messy desk to me is like trying to cook in a messy kitchen. Who prefers that?
And then the other side of it is the team: Have I told them what the projections are, what their tasks are? That’s an Evernote note that I keep so I go back and reference it if I need to.
Whenever I have a moment, I’ll go through and process email… then I’ll spend time in Omnifocus to figure out when and how to attack things that need to get done, today, this week, next week.
The cool thing I’ve been playing with, which I just got over the break, is a Wipebook. Essentially, it’s a notebook, but all the pages look and act like a whiteboard. I’m liking it because notebooks don’t work great. I’ll dump notes I’ve taken on paper into Omnifocus, but then the value of the original filled notebook is kind of lost for me. Can’t search it, don’t remember what’s in there, so it’s kind of a broken system for me. With the Wipebook, I’m staying focused on a couple pages, and as the need goes away, I erase and start over. I like to draw as well, so it allows that. It has many pages, so I can archive things as much as I need to.
In order to close out, I have to spend a lot of cycles chasing different folks to see if they’ve completed their piece. Unfortunately I don’t have a system to see if you or the client has made progress against a thing so I can move ahead.
First and foremost, it was essential to create a positive, intuitive experience across LongTermCare.gov. The team streamlined navigation and overhauled site copy, replacing acronyms and jargon with everyday terms like “The Basics.” As research had shown a significant portion of the audience received Medicare or Medicaid, the team covered the topics in new, standalone section highlighted on the home page. New animated videos provided straightforward, benefits-focused explanations on key issues. Additionally, the team added a simple PathFinder tool to every page, allowing visitors to find targeted resources based on their age and need state.
To drive traffic to the site, PNPS researched and executed a paid and earned media plan. The integrated campaign included display ads on websites trusted and visited frequently by the audience, including AARP, AOL, Kiplingers, and WebMD, as well as public service radio ads and earned media coverage in the New York Times, New Old Age blog and elsewhere. Partnerships with the Huffington Post positioned editorial content and infographics on topics such as the “Seven Myths of Long-Term Care” next to the ads. The team optimized paid search daily to ensure peak effectiveness and efficiency.
Overall, site traffic sustained after the campaign, remaining 48 percent higher than pre-campaign levels. Advertising not only increased traffic during the campaign, but the continued traffic levels suggest an increased awareness of both the site’s content and the need for long-term care. Additionally, site updates helped decrease overall bounce rate by 46 percent, indicating higher visitor engagement.
You can download the full report here.
For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.
Mary Gaulke in Winter Haven, Florida, contributed this month’s Feature about brands on Tumblr, and Mary Walker in Washington, D.C., shared her guide to covering an event with Storify. Chris Thilk and Chad Hyett contributed stories and insights for the Social Networking Stats and Noteworthy News sections, and Amanda Wu provided the latest stats. Allison Brill in Washington, D.C., shared updates and insights on Advertising Trends and our case study on The Administration on Aging. Helen Nowicka in Washington, D.C., shared our Digital Demographics USA infographic. Mike Manuel in San Francisco gave us a look inside his workflow, with photos from Joel Espanol. The Disney Parks Blog provided the photo for our cover page, and Josh Hallett provided the Welcome page photo. The sloth photo was uploaded to Flickr by Marissa Strniste, the shark photo by Jeff Kubina, and the arrows photo by Hans Splinter, some rights reserved. Some backgrounds courtesy of subtlepatterns.com.
Thanks to Jennifer Laker, John Ciacia, Peter Schiebel, Jeremy Harrington, and Sean O’Shaughnessy from the Platforms team for providing design and development support, and to Mary Gaulke, Josh Hallett, Dave Coustan, Tom Harris and Lauren Sandelin for editorial oversight and proofing.
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