socialcurationsummit

1. Moving the Needle
Curating Fan Content to Boost Brand Loyalty

2. General Electric XYDO
Katrina Craigwell Eric Roach
@kcraigwell @veroach
AOL Attention
Matt Knell Felicia Sullivan
@MatthewKnell @felsull
Hearsay FeedMagnet
Amy Millard Jason Ford
@AMillard_tweets @jasford

3. General Electric XYDO
Katrina Craigwell Eric Roach
@kcraigwell @veroach
AOL Attention
Matt Knell Felicia Sullivan
@MatthewKnell @felsull
Hearsay FeedMagnet
Amy Millard Jason Ford
@AMillard_tweets @jasford

4. General Electric XYDO
Katrina Craigwell Eric Roach
@kcraigwell @veroach
AOL Attention
Matt Knell Felicia Sullivan
@MatthewKnell @felsull
Hearsay FeedMagnet
Amy Millard Jason Ford
@AMillard_tweets @jasford

5. General Electric XYDO
Katrina Craigwell Eric Roach
@kcraigwell @veroach
AOL Attention
Matt Knell Felicia Sullivan
@MatthewKnell @felsull
Hearsay FeedMagnet
Amy Millard Jason Ford
@AMillard_tweets @jasford

6. The trust
gap
Consumer Opinions
Posted Online 70% 33% Most forms of
Digital Marketing
Nielsen, Global Trust in Advertising and Brand Messages: http://bit.ly/HyrAOP

7. Positive Brand
Mentions

8. Positive Brand New Brand Fans
Mentions

9. Case Studies

10. Questions

11. Surfacing Impact
As we open our doors to illustrate more of what we do, we give people the opportunity to
connect very personal experiences with GE technology. These users represent the ‘impact’ side
of the GE story.

14. Viral Fan Content Also Viral Offline
① Fan Content ③ Fans Participate
Reshared thousands of fans
Agent shares fan sign up to receive a
content on his sign for their
Facebook page hometown

15. Case Study: Gossamer Gear
Before After the first 30 days
22% average open rate 49% average open
13% average click rate 31% average click rate
237 clicks back to site 2.3K clicks back site
Audience Response
Thanks for the newsletter. It was amazing. And
I never write to anyone. But two hours after I
started reading your email, and many, many con-
necting links later I suddenly realized my afternoon
was half gone.
I already enjoyed your outstanding videos, but this
is terrific.
A lot of your gear is on my list (its most of my
list actually) for future purchases. Guaranteed.
— David Henriksen
Gossamer Gear Subscriber and Customer
—1—

16. Tough Love’s Ditch or Date
Attention & VH1 launched the
interactive Facebook application
Ditch or Date, where users were
invited to share their worst dating
stories. Top stories received
prizes and video responses form
the show’s host, Steve Ward
•74% Facebook Fan Growth with over 12,000
votes on dating stories

17. General Electric XYDO
Katrina Craigwell Eric Roach
@kcraigwell @veroach
AOL Attention
Matt Knell Felicia Sullivan
@MatthewKnell @felsull
Hearsay FeedMagnet
Amy Millard Jason Ford
@AMillard_tweets @jasford

18. Questions

19. Moving the Needle
Curating Fan Content to Boost Brand Loyalty