The Big Picture – Curated Content

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Curated Content

Do hipsters really believe that if you barely insert the word curate to something, it signals good taste? Blog comment

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Curated Content

Good curated content is like producing the perfect mix tape for your high school sweetheart.

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Your Panel

Tom Gierasimczuk

Erica Sigurdson

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Richard Davies

Robyn Quinn

Who is the curator?

• Why should professional communicators do? What is their role?

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TOM

BC Business

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“Authentic communication is the gold standard in a world where one-off campaigns often fail to

connect with audiences, prompting marketers to search

out editorial techniques that add value to a customer’s life,

complementing, supporting and enhancing what he/she is already doing, instead of interrupting it.”

—@Gierasimczuk

@Gierasimczuk #BTH5

Internet DisintermediationThe media’s tools are everybody’s

tools now.

@Gierasimczuk #BTH5

Internet DisintermediationThe media’s tools are everybody’s

tools now.

Permanent RecessionLean and mean is the new normal.

@Gierasimczuk #BTH5

Internet DisintermediationThe media’s tools are everybody’s

tools now.

Permanent RecessionLean and mean is the new normal.

Feed Culture Media consumption on our own

terms. We build, control and identify with our feeds.

@Gierasimczuk #BTH5

Internet DisintermediationThe media’s tools are everybody’s tools

now.

Permanent RecessionLean and mean is the new normal.

Feed Culture Media consumption on our own terms. We build, control and identify with our

feeds.Big Spend, Big Impact, Big Risk

Pricey media buys don’t always reach a fragmented market.

@Gierasimczuk #BTH5

“Advertising in the future will be like

sex. Only the losers will have to pay for

it.”

@Gierasimczuk #BTH5

“People are drawn to content not through publishers and pages but

through carefully customized people and feeds. We rarely ask ourselves which website should I visit now?

Content finds us through our densely connected social networks. We explore

content because it is relevant to us topically, personally and culturally. And nothing is more relevant to a consumer

than right now.” —Ian Schafer, Deep Focus in Ad Age

@Gierasimczuk #BTH5

“Marketers will need to rethink their approach to advertising and

marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the

interruption model of advertising, which consumers are responding to

less and less.” —eMarketer

@Gierasimczuk #BTH5

More than managing information

Clay Shirky

“Content curation is more than a human-powered filter. Curation comes up when people realize that it isn't just about information seeking, it's also about synchronizing a community."

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Richard

The fall of gatekeepers

Back in the day, press releases and technology stretched no further than the fax machine.

PR people were utterly dependent on journalists to deliver their messages.

In 2006, AbeBooks launched a blog…. and began delivering content directly to their customers.

*journalists still matter because they are still content curators and help define the news agenda.

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Delivering “bookish” contentMULTIPLE BLOGS

FIVE FACEBOOK PAGES

Google+ Pinterest YouTube Twitter

Goals - branding & visibility, viral & in-bound links, traffic & sales

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A whole lotta content

All those platforms needed a lot of content – we became curators on behalf of AbeBooks customers – sourcing news and information for our community.

People who only talk about themselves are incredibly boring.

Leveraging other peoples content

Experiment to find your niche…Opinion, quick links, photography, video, lists, infographics, humor

Feed the beast…I need other people’s content to satisfy demand and to be a player

If they trust you…People will accept you as a provider and filter of content

Give content a new angle…Riff on today’s big news story from your experience & knowledge

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Become a curator by…

Understanding your audience

Consuming as much information as possible

Select the most interesting and relevant stories

Find original sources

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Erica

The anatomy of comedy

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The ethics of content curation.

Curation can't exist without creation. Content makers are the essential part of the

aggregation/curation solution.

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Are we curators?