Slides for my FCPS class

1. The Multimedia of
Social Media
Pintrest, Instagram, Tumblr
Presented by
Katherine Chalmers

2. Agenda
• What are Pintrest, Instagram, and Tumblr?
• What can do with them?
• Who uses them?
• What basic features you need to know
• Basic tips for getting started

3. Social Media Explained

4. Social media in context
• If someone from the 1950s suddenly appeared
today, what would be the most difficult thing to
explain
• “I have a device in my pocket capable of accessing
the entirety of human knowledge. I use it to argue
with strangers and look at pictures of cats.”
Source: Escapist Magazine

6. About Tumblr
• Microblogging platform and social networking site
– Founded 2007; 2013 sold to Yahoo! for $1.1 billion
– Hosts 184 million blogs; 90 million+ visitors per month
– 83 billion posts; 97 million new ones each day
– 900% growth 2012-2013
– 42% US-based traffic; 16% California
– Average visit is 14 minutes
• Greater than Facebook and Twitter
• 2% of users visit 30+ times a month. 40% of users visit 1 – 30
times, while 58% only visit once a month
Source: Wikipedia; Search Engine Journal

7. Tumblr Demographics
– Most popular with young adults 18-29
• 66% of users are under 35; 39% under 25
• 51% male; 49% female
• 65% college educated
• More popular than Facebook among 13-25 year olds
– 29% of audience are Hispanic and African-American
• 16% exceeds US average (9%) Hispanic population
Source: Wikipedia; Search Engine Journal

8. Controversies
• 2011 Chain letter scam affected about 130K
• 2012 Cross scripting worm infects 8600 blogs
• NSFW Content
– Porn is allowed but required to have NSFW label
– About 2-4% of content
– Videos cannot be uploaded but can be embedded
• Self-harm Content
– Self harm, pro-suicide, and pro-ana blogs were allowed
but have been banned since 2012
Source: Wikipedia; Search Engine Journal

9. Top 10 Tumblr Tags
• LOL
• Fashion
• Vintage
• Art
• GIF
• Makeup
• Animals
• Landscape
• Film
• Nail Art
Source: Search Engine Journal

10. Hot Dog Legs
Source: Buzzfeed - http://hot-dog-legs.tumblr.com

11. Reasons my son is crying
Source: Buzzfeed - http://www.reasonsmysoniscrying.com

12. Wing-manning
Source: Buzzfeed - http://wing-manning.tumblr.com/

13. Boys Club
Source: Buzzfeed - http://100percentmen.tumblr.com

14. Hot Dog Legs
Source: Buzzfeed - http://hot-dog-legs.tumblr.com

15. Tumblr for marketing?
• Adoption by global brands is low
– Only 31 of the top 100 global brands have a Tumblr
account. 100% of them were on Facebook and Twitter,
while more than two-thirds were on Instagram.
• Adidas
– Soccer blog
Source: Search Engine Journal

17. About Pinterest
• Visual discovery and social sharing tool
– Founded 2009; launched 2010
– 70 million users; 20 million active
– 2.5 billion monthly page views
– 750 million boards; 30 billion pins (80% repinned)
• 5 million new pins each day
• Less than 20% of images contain faces
– 35% mobile users
– 80% women
• 20% of Internet-using women in the US
• 32% are 18-34; 45% are 35-54; 23% are 55+
Source: Wikipedia; Digital Marketing Ramblings; Business2Community.com

18. About Pinterest
• Visual Sharing
– Users can upload, save, sort and manage images,
known as pins, and other media content (e.g. videos and
gifs) through collections known as pinboards
Source: Wikipedia;

19. What you’ll see

20. Top Categories
Content reflects female
audience’s leisure interests
Source: Business2Community.com

21. Pinterest for Marketing
• Company pages
• Retail companies have taken advantage of
Pinterest for advertising and style trending.

22. Commerce-friendly

23. Brand engagement via Pinterest

25. About Instagram
• Photo sharing and social networking site
– Launched 2010
– 200 million active monthly users
• 98% mobile
• 70% log in at least once per day; 35% multiple logins
• Actives average 257 minutes per month
– 20 billion photos shared
• 60 million added each day
• 35 million selfies have been posted
• 8500 likes per second
Source: Wikipedia; Digital Marketing Ramblings

26. How to use
• Download the mobile app
– Set notifications
• Connect to social and contacts
– Also use the News feature to find friends
• Take photos, apply filters
• Share

27. Most popular filters
• No filter
• Lo-Fi
• X-pro II
• Amaro
• Rise
• Hudson
Source: Tech News Daily

28. Contact
• Katherine Chalmers
linkedin.com/in/katherinechalmers
@kathchalmers
703.740.0178