Monday, May 20, 2013
Thursday, May 16, 2013
“We promise not to screw it up.” I believe it — I’m excited about this news. Love that she used a GIF, too. More thoughts on all this later.
I’m delighted to announce that we’ve reached an agreement to acquire Tumblr!
We promise not to screw it up. Tumblr is incredibly special and has a great thing going. We will operate Tumblr independently. David Karp will remain CEO. The product roadmap, their team, their wit and irreverence will all remain the same as will their mission to empower creators to make their best work and get it in front of the audience they deserve. Yahoo! will help Tumblr get even better, faster.
Tumblr has built an amazing place to follow the world’s creators. From art to architecture, fashion to food, Tumblr hosts 105 million different blogs. With more than 300 million monthly unique visitors and 120,000 signups every day, Tumblr is one of thefastest-growing media networks in the world. Tumblr sees 900 posts per second (!) and 24 billion minutes spent onsite each month. On mobile, more than half of Tumblr’s users are using the mobile app, and those users do an average of 7 sessions per day. Tumblr’s tremendous popularity and engagement among creators, curators and audiences of all ages brings a significant new community of users to the Yahoo! network. The combination of Tumblr+Yahoo! could grow Yahoo!’s audience by 50% to more than a billion monthly visitors, and could grow traffic by approximately 20%.
In terms of working together, Tumblr can deploy Yahoo!’s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love. In turn, Tumblr brings 50 billion blog posts (and 75 million more arriving each day) to Yahoo!’s media network and search experiences. The two companies will also work together to create advertising opportunities that are seamless and enhance user experience.
As I’ve said before, companies are all about people. Getting to know the Tumblr team has been really amazing. I’ve long held the view that in all things art and design, you can feel the spirit and demeanor of those who create them. That’s why it was no surprise to me that David Karp is one of the nicest, most empathetic people I’ve ever met. He’s also one of the most perceptive, capable entrepreneurs I’ve worked with. His respect for Tumblr’s community of creators is awesome, and I’m absolutely delighted to have him and his entire team join Yahoo!.
Both Tumblr and Yahoo! share a vision to make the Internet the ultimate creative canvas by focusing on users, design — and building experiences that delight and inspire the world every day.
Friday, May 10, 2013
TommyPom digs Converse’s new music Tumblr.
I know you are an advertisement but I love you just the same.
Native Advertising: You’re doing it right
Wednesday, April 24, 2013
I’ll give you the most logical conclusion kids are ditching Facebook—one that none of the articles I read on the Great Teenage Facebook Exodus mentioned. And the evidence that supports the theory is right there in the Piper Jaffray survey. But first let’s define Facebook.
What is Facebook to most people over the age of 25? It’s a never-ending class reunion mixed with an eternal late-night dorm room gossip session mixed with a nightly check-in on what coworkers are doing after leaving the office. In other words, it’s a place where you go to keep tabs on your friends and acquaintances.
You know what kids call that? School.
I don’t 100% agree with this — I think Facebook has more of an information/link sharing function than he’s giving it credit for — but overall it’s a good point.
Sunday, April 14, 2013
It seems to me that this is native advertising as it should be. … The content is genuinely fun, just as it is fleeting and unobtrusive. … These are the sorts of native ad projects that help change some of the traditional polarity of the advertising and publishing relationship. This is where we really see marketers challenged by publishers on behalf of users to make their advertising more fun and engaging on the consumer’s terms.
MediaPost: Tumblr Brings Its Native Ad Format To Mobile (via david)
Friday, April 5, 2013
I love this recent illustration for AdWeek Magazine from the super talented ednacional
Thursday, April 4, 2013
“Put me on the internet! Even on The Google!”
You got it, lady. Happy Friday!
Friday, March 22, 2013
I was perfectly content before I was born, and I think of death as the same state. What I am grateful for is the gift of intelligence, and for life, love, wonder, and laughter. You can’t say it wasn’t interesting.
Roger Ebert. (via nedhepburn)
Love this. Rest in peace, Roger.
Tuesday, March 19, 2013
Tuesday, March 12, 2013
Emotion, Reason, and Marketing
Fast Company has a really interesting article on the role of reason vs. emotion in marketing. The argument? Market researchers have been getting it all wrong for years, by placing reason as the primary mode of thinking, rather than emotion:
The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!
I like how this article, and the neuroscience it cites, focuses our attention on a paramount issue that sometimes gets lost in the noise of marketing: building a brand connection. Particularly in the cluttered digital environment, that primary relationship — an emotional one — is as critical to a brand’s success as the attributes of its latest product.
Social adds a unique element to building a brand connection, because, for the first time, it’s a two-way street. Brands can tell their stories, and engage with fans who want to tell theirs. This is connection — and at scale, it’s community. With emotion at the center of consumer behavior, these are powerful things indeed.
The article doesn’t ever refer specifically to social marketing, but if you want to build a strong brand connection in today’s world, it’s clear that social belongs at the heart. I’ll close with another quote from the article that makes the point better than I can (emphasis mine):
The left brain creates an intellectual understanding of “self” and a sense of separation from others. Our right brain creates a feeling of “we,” that wonderful sense of connection with one another and the ineffable awe of living in the moment—the essences of better lives and great brands.
Making and Keeping Promises
I read an interesting article on VentureBeat the other week designed to provide startups with advice about brand-building, but it’s well worth reminding even the biggest brands of this simple truth:
At the core of every great brand is a company’s ability to deliver on the prospect’s expectations — or better yet, exceed those expectations.
The heart of every brand is its ability to make and keep promises, and marketing is the part of the brand that makes the promises. The article goes on to note that “startups often bake a ‘desired position’ into the brand that strays too far from reality,” but even big brands do this. When there’s too big a gap between the brand position and reality, you get a broken promise.
One of the most interesting things about marketing today is that with the rise of social media and, more broadly speaking, communication networks (e.g. email), broken promises are no longer isolated to one disappointed customer and his/her immediate group. Instead, they are shared, by lots of voices. If promises are broken too badly, and too often, conversation about your brand can get loud and negative. And that can directly influence how other customers feel about you (just ask Papa John’s).
Don’t make promises you can’t keep.