SlideShare une entreprise Scribd logo
1  sur  33
Télécharger pour lire hors ligne
CONTENT CURATION
TOOLS FOR BRANDS
     Therese Torris
       May – July 2012
Brands struggle
   to meet the
Content Marketing
   imperatives
Increase visibility


             Poor
            content




     How can I help users
      discover my brand?

There is so much content out there, you need quite a bit of content
to be visible online
Foster customer engagement




                                                       How can I tell a story
                                                         worth repeating?


Not only do brands have to produce a lot of content, but that content must also
be able to engage customers and turn them into brand ambassadors
Content creation is… hard




I was unable to trace the author of this often quoted picture.
This is a typical issue of content attribution addressed later in the presentation.
Content curation to the rescue



Content curation helps brands
     use external content
  to increase their visibility
  and engage their audience
The curation process

       Define relevant topics
       Identify external sources
       Pull content, filter, sort
       Clip pictures, select quotes, summarize
       Edit, comment, reorganize topics
       Publish in attractive format
       Post on social media and web sites



Curation is much more than content aggregation
Pulling content from multiple
       sources into relevant topics
           Multiple sources
                                                                         Relevant topics




Pictures taken from Scoop.it http://www.scoop.it/u/therese-torris
Relevant topics are topics of interest shared by the brand and its audience
Curated content adds value
                                                           External health content broadens the
    ▪      Relevant                                       relevance of a food brand, for example
                                                            Unlike aggregation, curation picks a
    ▪      Unique                                             unique mix of external content

                                                             Not easy to produce fresh content
    ▪      Fresh                                             every day; external content helps

    ▪      Optimized                                        Curation tools like Zemanta will tell
                                                              you which topics are trending

    ▪      Rich media                                          Pictures and video are a must;
                                                             in-house production is not enough

    ▪      Trusted                                          Curated blogs from external experts
                                                           lend credibility to a brand citing them

    ▪      Entertaining                                    User-generated content can be fun;
                                                            Most brands could use more fun !




Curators must select external content that adds value
to the brand’s proprietary content making it more visible and more engaging
Curation creates an inbound
         context for brand content



                                                   Unique
                 Social networks                                                      References
                      ex: Twitter                   brand                             Ex: Wikipedia

                                                   content


                                                   Curated
                                                   content
Content curated from multiple external sources embeds the brand’s
unique and proprietary content into a rich inbound context and drives traffic to it
Topic-centric curation

     helps users discover the brand
         through shared topics

              positions the brand on its
              audience’s interest graph


Content curation helps brands become a reference on the topics
they share with their audience
Tools partly automate
                      the curation workflow

            PULL                                   RE-   PUBLISH
          CONTENT                                PURPOSE
                                                       Filter                              Display
            Index & Clip
                                                       Edit                                 Credit
              sources
                                                    SEOptimize                            Schedule
            Search topics
                                                   Re-categorize                          Post, mail,
               Update
                                                     by topics                              tweet




Pulling external content is called clipping, ‘pinning’ on Pinterest, ‘scooping’ on Scoop.it.
Curation categories are called ‘boards’ on Pinterest, ‘topics’ on Scoop.it, ‘bundles’
on Bundlr, ‘traps’ on trap.it etc.
Curation tools multiply
Social




                                                                                    Corporate
Not only are there hundreds of new curation tools, but existing content readers,
aggregation and sharing tools like Google and Twitter enhance their curation functions.
For more details see my Scoop.it topic http://www.scoop.it/t/content-curation-tools
Social curation embeds brand
content into consumers’ content
Pinterest’s Success Factors
      Free
      Easy-to-use
        • 1-click “pin”
        • publish instantly
      Highly visual
        • 1 pin = 1 picture required
      Forcefully social
        • Users « Like », « Follow », « re-pin » each others’ and
          brands’ content
        • All content is public. Following forced on users
        • Well-indexed by search engines

When I joined Pinterest I was automatically assigned people to follow.
I still can’t delete a dozen of them.
Pinterest case study:
                       Whole Foods

                                                 “The purpose of the [Pinterest]
                                                 site… is to share what you’re
                                                 passionate about and to connect
                                                 with the community there around
                                                 common interests… Not to
                                                 shamelessly self-promote and
                                                 peddle one’s products”

                                                 Michael Bepko, global online
                                                 community manager for Whole Foods




Mashable’s Associate Editor Lauren Drell published this excellent case study
about Whole Foods on February 23 2012 . I updated the numbers on June 5, 2012
http://mashable.com/2012/02/23/pinterest-whole-foods/
Whole Foods on Pinterest
40 topics - 38,000 followers
Consumers & Whole Foods pin, like,
comment and repin each others’ content
Pinterest allows users to pin prices
   for Social Shopping Curation
Pinterest’s traffic and time
               spent on site surged




Data from comScore, graphics from Statista published on February 29, 2012
in Mashable under the title The Rapid Rise of Pinterest’s Blockbuster User Engagement
http://mashable.com/2012/02/28/pinterest-user-engagement/
Shopping curation drives
      qualified traffic to brand sites
     • Pinterest drives more referral traffic than
       Google+ with 10X fewer users. Soon more traffic
       than Facebook and Twitter?
     • Top social referrer for women’s sites Martha
       Stewart Weddings, Martha Stewart, Country
       Living, MyRecipes.com…
     • Opinion leaders, shoppers and aspirational brand
       lovers pin products

Sources: Mashable, February 27, 2012
Business 2 Community, February 8, 2012
Social curation and shopping
   curation meet a need


     Consumers prefer to
   discover brand content
   through peer validation
Social curation platform
                 vs. Corporate tool
     Social curation                                         Corporate curation
        Manual clipping                                        Search, crawl, RSS
        No filtering                                           Advanced filters
        Simple comments                                        Advanced editing
        Highly visual                                          Multimedia, text mining
        No optimization                                        SEO optimization
        No attribution                                         Source Attribution
        Individual curator                                     Team workflow
        Public destination site                                Private & Public
        Free                                                   Paying
I am exaggerating the contrast. In reality some tools like Zemanta and Scoop.it are
both. They have a freemium model --with a free version and a paying one.
Corporate tools
             complement social tools

         The performance and privacy
               of corporate tools
             provide brands with
              a competitive edge



Beyond curation, corporate tools are private collaborative tools that corporations use
to listen to markets, optimize content (SEO) and collaborate on a content strategy
Brand curation strategy
   Pick 2 or 3 top social curation platforms
    for your audience. Ex: Pinterest, The
    Fancy, Fashiolista if you’re in fashion

   Equip your content marketing teams with
    a set of performing corporate curation
    tools like Zemanta, Digimind or
    CurationSoft. Integrate them into a
    collaborative workflow to ease both
    content creation and content curation
Curation is NOT a panacea

1. Curation complements creation, it cannot
   replace original brand content

2. Selective curation (not simple aggregation)
   is hard work, too !

3. Curation feeds the ongoing inflation of low
   value-added content

4. Curation worsens unsolved copyright
   issues
1. Curation can’t fill in for
  missing brand content

 Content curation is pointless
       if the brand has:
          no story to tell,
         no original content
 no topics to share with customers
     no Social Media Strategy
2. Curation is hard work

        Curators must screen through hundreds of
         posts and sites daily

        Next come editing, commenting,
         publishing, responding to comments…

        Curation requires as much topic
         knowledge and Social Media
         Marketing skills as content creation
I can attest to the hard work of curation. I used Scoop.it to prepare this
analysis and it’s taken me a few hours a day to curate 4 different topics.
2. Curation does not stem
        content inflation – if feeds it !


                                                                                Curators
               Re-curated
                                                                                   curate
                                                                    curated content…
                           Curated                                        ad infinitum!
                              Original
                              Content

Contrary to popular belief, curation doesn’t help face the information overload,
on the contrary, as curation spreads, it feeds the inflation of low value-add content
see http://return-on-clicks.com/index.php/2011/08/facing-content-inflation/
3. Unsolved Copyright issues


                                                                    Good curation
                                                                     does not steal
                                                                  original content.
                                                                     It points to it!




Picture source: Is Content Curation Stealing of a Shrewd B2B Practice?
http://www.business2community.com/content-marketing
Discovery vs. Copyright:
                     a fine line
    Blocking curation prevents discovery
       You can block Pinterest with one line of code <meta name=“pinterest”
       content=“nopin”/>… but it’s not a good idea if you want to be visible !



    Excerpts should be short
       How much can you quote? NOT MUCH.
       What is a picture’s “fair use”? Small, attributed, and linked


    Attribution to original author is a must
       Attribution is too often ignored. Original source can get lost when content is curated
       over and over again


For a great article on content dissemination vs. copyright, see Allen
Partridge's post: http://blogs.adobe.com/captivate/2012/02/content-
curation-and-the-end-of-intellectual-property.html
Conclusions
   Content curation is a natural evolution of online content
    creation and distribution

   An indispensable part of Content Marketing and Social
    Media Marketing, curation creates an inbound context of
    external content that drives traffic to the brand and
    engages its customers on topics it shares with its audience

   Social and corporate curation tools complement each other
    to ease and optimize content curation

   But curation tools are no panacea: curation is hard work
    and requires most of the skills of content creation. Curation
    worsens content inflation and copyright issues
Thank you for reading
Comments are welcome



Therese Torris

Blog: http://return-on-clicks.com
Curation: http://www.scoop.it/t/content-curation-tools
Email: ttorris@return-on-clicks
Twitter: @ttorris

Contenu connexe

En vedette

Content Curation Survey 2014
Content Curation Survey 2014Content Curation Survey 2014
Content Curation Survey 2014BlitzAtelier
 
EduTECH ignite - What we saw and what we took away
EduTECH ignite - What we saw and what we took awayEduTECH ignite - What we saw and what we took away
EduTECH ignite - What we saw and what we took awayClaire Amos
 
Social Media & International Justice
Social Media & International JusticeSocial Media & International Justice
Social Media & International JusticeRobin Johnson
 
Жанна Прашкевич. Необходимая документация в SMM
Жанна Прашкевич. Необходимая документация в SMMЖанна Прашкевич. Необходимая документация в SMM
Жанна Прашкевич. Необходимая документация в SMMSocialMediaClubCA
 
исторический музей
исторический музейисторический музей
исторический музейbolt2273
 
Graph it forward by using E2D3
Graph it forward by using E2D3Graph it forward by using E2D3
Graph it forward by using E2D3E2D3.org
 
Clinical approach to optic neuropathies dove med press
Clinical approach to optic neuropathies dove med pressClinical approach to optic neuropathies dove med press
Clinical approach to optic neuropathies dove med pressneurophq8
 
financial planning in portfolio management
financial planning in portfolio managementfinancial planning in portfolio management
financial planning in portfolio managementSayan Das
 
Chen rss
Chen rssChen rss
Chen rsscheny1
 

En vedette (16)

Content Curation Survey 2014
Content Curation Survey 2014Content Curation Survey 2014
Content Curation Survey 2014
 
EduTECH ignite - What we saw and what we took away
EduTECH ignite - What we saw and what we took awayEduTECH ignite - What we saw and what we took away
EduTECH ignite - What we saw and what we took away
 
Social Media & International Justice
Social Media & International JusticeSocial Media & International Justice
Social Media & International Justice
 
Жанна Прашкевич. Необходимая документация в SMM
Жанна Прашкевич. Необходимая документация в SMMЖанна Прашкевич. Необходимая документация в SMM
Жанна Прашкевич. Необходимая документация в SMM
 
Introduction to Cloud Computing part 2
Introduction to Cloud Computing part 2Introduction to Cloud Computing part 2
Introduction to Cloud Computing part 2
 
исторический музей
исторический музейисторический музей
исторический музей
 
Graph it forward by using E2D3
Graph it forward by using E2D3Graph it forward by using E2D3
Graph it forward by using E2D3
 
Introduction to Cloud Computing part 1
Introduction to Cloud Computing part 1Introduction to Cloud Computing part 1
Introduction to Cloud Computing part 1
 
Big history
Big historyBig history
Big history
 
North island college
North island collegeNorth island college
North island college
 
Clinical approach to optic neuropathies dove med press
Clinical approach to optic neuropathies dove med pressClinical approach to optic neuropathies dove med press
Clinical approach to optic neuropathies dove med press
 
Opdracht 10 ict
Opdracht 10 ictOpdracht 10 ict
Opdracht 10 ict
 
NAM Policy Panel on Top Regulatory/Legislative Issues
NAM Policy Panel on Top Regulatory/Legislative IssuesNAM Policy Panel on Top Regulatory/Legislative Issues
NAM Policy Panel on Top Regulatory/Legislative Issues
 
financial planning in portfolio management
financial planning in portfolio managementfinancial planning in portfolio management
financial planning in portfolio management
 
Medicine Hat College Canada
Medicine Hat College CanadaMedicine Hat College Canada
Medicine Hat College Canada
 
Chen rss
Chen rssChen rss
Chen rss
 

Dernier

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 

Dernier (20)

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 

Content curation tools for brands

  • 1. CONTENT CURATION TOOLS FOR BRANDS Therese Torris May – July 2012
  • 2. Brands struggle to meet the Content Marketing imperatives
  • 3. Increase visibility Poor content How can I help users discover my brand? There is so much content out there, you need quite a bit of content to be visible online
  • 4. Foster customer engagement How can I tell a story worth repeating? Not only do brands have to produce a lot of content, but that content must also be able to engage customers and turn them into brand ambassadors
  • 5. Content creation is… hard I was unable to trace the author of this often quoted picture. This is a typical issue of content attribution addressed later in the presentation.
  • 6. Content curation to the rescue Content curation helps brands use external content to increase their visibility and engage their audience
  • 7. The curation process  Define relevant topics  Identify external sources  Pull content, filter, sort  Clip pictures, select quotes, summarize  Edit, comment, reorganize topics  Publish in attractive format  Post on social media and web sites Curation is much more than content aggregation
  • 8. Pulling content from multiple sources into relevant topics Multiple sources Relevant topics Pictures taken from Scoop.it http://www.scoop.it/u/therese-torris Relevant topics are topics of interest shared by the brand and its audience
  • 9. Curated content adds value External health content broadens the ▪ Relevant relevance of a food brand, for example Unlike aggregation, curation picks a ▪ Unique unique mix of external content Not easy to produce fresh content ▪ Fresh every day; external content helps ▪ Optimized Curation tools like Zemanta will tell you which topics are trending ▪ Rich media Pictures and video are a must; in-house production is not enough ▪ Trusted Curated blogs from external experts lend credibility to a brand citing them ▪ Entertaining User-generated content can be fun; Most brands could use more fun ! Curators must select external content that adds value to the brand’s proprietary content making it more visible and more engaging
  • 10. Curation creates an inbound context for brand content Unique Social networks References ex: Twitter brand Ex: Wikipedia content Curated content Content curated from multiple external sources embeds the brand’s unique and proprietary content into a rich inbound context and drives traffic to it
  • 11. Topic-centric curation helps users discover the brand through shared topics positions the brand on its audience’s interest graph Content curation helps brands become a reference on the topics they share with their audience
  • 12. Tools partly automate the curation workflow PULL RE- PUBLISH CONTENT PURPOSE Filter Display Index & Clip Edit Credit sources SEOptimize Schedule Search topics Re-categorize Post, mail, Update by topics tweet Pulling external content is called clipping, ‘pinning’ on Pinterest, ‘scooping’ on Scoop.it. Curation categories are called ‘boards’ on Pinterest, ‘topics’ on Scoop.it, ‘bundles’ on Bundlr, ‘traps’ on trap.it etc.
  • 13. Curation tools multiply Social Corporate Not only are there hundreds of new curation tools, but existing content readers, aggregation and sharing tools like Google and Twitter enhance their curation functions. For more details see my Scoop.it topic http://www.scoop.it/t/content-curation-tools
  • 14. Social curation embeds brand content into consumers’ content
  • 15. Pinterest’s Success Factors  Free  Easy-to-use • 1-click “pin” • publish instantly  Highly visual • 1 pin = 1 picture required  Forcefully social • Users « Like », « Follow », « re-pin » each others’ and brands’ content • All content is public. Following forced on users • Well-indexed by search engines When I joined Pinterest I was automatically assigned people to follow. I still can’t delete a dozen of them.
  • 16. Pinterest case study: Whole Foods “The purpose of the [Pinterest] site… is to share what you’re passionate about and to connect with the community there around common interests… Not to shamelessly self-promote and peddle one’s products” Michael Bepko, global online community manager for Whole Foods Mashable’s Associate Editor Lauren Drell published this excellent case study about Whole Foods on February 23 2012 . I updated the numbers on June 5, 2012 http://mashable.com/2012/02/23/pinterest-whole-foods/
  • 17. Whole Foods on Pinterest 40 topics - 38,000 followers
  • 18. Consumers & Whole Foods pin, like, comment and repin each others’ content
  • 19. Pinterest allows users to pin prices for Social Shopping Curation
  • 20. Pinterest’s traffic and time spent on site surged Data from comScore, graphics from Statista published on February 29, 2012 in Mashable under the title The Rapid Rise of Pinterest’s Blockbuster User Engagement http://mashable.com/2012/02/28/pinterest-user-engagement/
  • 21. Shopping curation drives qualified traffic to brand sites • Pinterest drives more referral traffic than Google+ with 10X fewer users. Soon more traffic than Facebook and Twitter? • Top social referrer for women’s sites Martha Stewart Weddings, Martha Stewart, Country Living, MyRecipes.com… • Opinion leaders, shoppers and aspirational brand lovers pin products Sources: Mashable, February 27, 2012 Business 2 Community, February 8, 2012
  • 22. Social curation and shopping curation meet a need Consumers prefer to discover brand content through peer validation
  • 23. Social curation platform vs. Corporate tool Social curation Corporate curation  Manual clipping  Search, crawl, RSS  No filtering  Advanced filters  Simple comments  Advanced editing  Highly visual  Multimedia, text mining  No optimization  SEO optimization  No attribution  Source Attribution  Individual curator  Team workflow  Public destination site  Private & Public  Free  Paying I am exaggerating the contrast. In reality some tools like Zemanta and Scoop.it are both. They have a freemium model --with a free version and a paying one.
  • 24. Corporate tools complement social tools The performance and privacy of corporate tools provide brands with a competitive edge Beyond curation, corporate tools are private collaborative tools that corporations use to listen to markets, optimize content (SEO) and collaborate on a content strategy
  • 25. Brand curation strategy  Pick 2 or 3 top social curation platforms for your audience. Ex: Pinterest, The Fancy, Fashiolista if you’re in fashion  Equip your content marketing teams with a set of performing corporate curation tools like Zemanta, Digimind or CurationSoft. Integrate them into a collaborative workflow to ease both content creation and content curation
  • 26. Curation is NOT a panacea 1. Curation complements creation, it cannot replace original brand content 2. Selective curation (not simple aggregation) is hard work, too ! 3. Curation feeds the ongoing inflation of low value-added content 4. Curation worsens unsolved copyright issues
  • 27. 1. Curation can’t fill in for missing brand content Content curation is pointless if the brand has: no story to tell, no original content no topics to share with customers no Social Media Strategy
  • 28. 2. Curation is hard work  Curators must screen through hundreds of posts and sites daily  Next come editing, commenting, publishing, responding to comments…  Curation requires as much topic knowledge and Social Media Marketing skills as content creation I can attest to the hard work of curation. I used Scoop.it to prepare this analysis and it’s taken me a few hours a day to curate 4 different topics.
  • 29. 2. Curation does not stem content inflation – if feeds it ! Curators Re-curated curate curated content… Curated ad infinitum! Original Content Contrary to popular belief, curation doesn’t help face the information overload, on the contrary, as curation spreads, it feeds the inflation of low value-add content see http://return-on-clicks.com/index.php/2011/08/facing-content-inflation/
  • 30. 3. Unsolved Copyright issues Good curation does not steal original content. It points to it! Picture source: Is Content Curation Stealing of a Shrewd B2B Practice? http://www.business2community.com/content-marketing
  • 31. Discovery vs. Copyright: a fine line  Blocking curation prevents discovery You can block Pinterest with one line of code <meta name=“pinterest” content=“nopin”/>… but it’s not a good idea if you want to be visible !  Excerpts should be short How much can you quote? NOT MUCH. What is a picture’s “fair use”? Small, attributed, and linked  Attribution to original author is a must Attribution is too often ignored. Original source can get lost when content is curated over and over again For a great article on content dissemination vs. copyright, see Allen Partridge's post: http://blogs.adobe.com/captivate/2012/02/content- curation-and-the-end-of-intellectual-property.html
  • 32. Conclusions  Content curation is a natural evolution of online content creation and distribution  An indispensable part of Content Marketing and Social Media Marketing, curation creates an inbound context of external content that drives traffic to the brand and engages its customers on topics it shares with its audience  Social and corporate curation tools complement each other to ease and optimize content curation  But curation tools are no panacea: curation is hard work and requires most of the skills of content creation. Curation worsens content inflation and copyright issues
  • 33. Thank you for reading Comments are welcome Therese Torris Blog: http://return-on-clicks.com Curation: http://www.scoop.it/t/content-curation-tools Email: ttorris@return-on-clicks Twitter: @ttorris