Tumblr is typically used as a personal site for it’s users, where consumers can connect with other users of similar interests to which they feel extremely connected to, essentially fitting the brand that they follow as a part of their lifestyle. The initial issue with Tumblr is that many brands have not successfully integrated the site into their regular line up of social media sites due to the very viral and independent nature of its user base. There are fans of “pizza” who reblog, favorite, and share their favorite recipes, images, etc., but there isn’t a fan base for a specific brand like “Pizza Hut”. Television shows and entertainment properties in general have a greater opportunity to be the initial provider of creative content that is typically created by fans, in order to better control the conversation about their brand. There is a major opportunity for WWE NXT to become one of the first global brands to successfully integrate Tumblr into its social media strategy. Given that this site is ran by the WWE NXT internship group, there is much less “red tape” to cut through when the need for content is more immediate than channeling through other WWE platforms.
Establishing an “Official Fan Presence” is extremely beneficial to the WWE NXT brand. Although wwe.com has begun to feature more NXT content, the majority of stories and supplemental information that needs to be presented to the fans still very much comes from the WWE NXT Social Media Channels, which presented from an “Official Fan” pointNofNview will allow for a more open and creative digital environment than the much stricter event promotionNheavy tools of Facebook, Twitter, and Tout/Instagram.
WWE NXT on Tumblr websites intended audience is passionate/die hard WWE fans of both genders, ages 18N34. These are typically fans that are also unmarried, and childless. A major portion of the WWE target audience falls into Tumblrs’ demographic, WWE targets M: 18.24; F: 24.49. Tumblr is a natural enhancement to the WWE NXT brand.
The emotional connect of the content needs to be apparent to the audience. Tumblr is a community that is focused on both emotionless shareable content and deepNrooted content that the audience finds to be a part of them. As the community calls “right in the feels”, the images, video, & text need to pull on the heartstrings just enough to inhibit a further connection between the subject of the content and the reader, enough to interact with the content and continue on their specific dashboard. Images like WWE NXT Diva Paige winning her first NXT Women’s Championship title (as seen here), strike where the audience connects with this character, and promotes further sharing.
SUPPLEMENTAL CONTENT/SERVICES
In addition to the content discussed above, Specific brand information will also be provided. A visual “map” of WWE NXT Broadcast schedule in the top countries the program is available in (over 80 countries, though 70% of NXT fans online are from 1 of 4 regions; to be included in the infographic). Visually representative of the country of origin, the day the broadcast airs, and the channel it airs on. These will also be clickable links to the channels website and specific page where the network mentions WWE programming so that fans native to these areas can get more information if necessary. This would serve as both a list of links and an infographic for fans to connect with WWE NXT broadcasting in their country. Visual links to purchase tickets for NXT events will also be created and used along the small side column, as a service to the greater goal in mind for the brand, selling tickets.
CALLS TO ACTION
As a central part of WWE’s social media strategy, a call to action is typically be directly involved in the copy of the material. “Reblog to congratulate Paige on winning”, “Like if you want Paige to win!”, etc. However on the Tumblr platform, this isn’t appropriate. Calls to action will need to be promoted within the media content (as seen in the “Keep Calm & reblog” image featuring WWE NXT Diva Sasha Banks).
