Adfed Central Minnesota - August 2010 - Curation: Celebrating Constraints
69
Curation FTW Celebra ting Constra ints Joseph Rueter @josephrueter
-
Upload
joseph-rueter -
Category
Documents
-
view
276 -
download
1
description
Transcript of Adfed Central Minnesota - August 2010 - Curation: Celebrating Constraints
Curation FTWCelebrating Constraints
Joseph Rueter@josephrueter
via Flickr: trentkelly
DJ’s & TVvia Flickr: pietel
EditorsMuseum
via Flickr: yushimoto_02
Internet
PreludeIntroWhat is Curation?Good Curation in Action.Starting.What do you get?
It’s common
It’s where you might not expect it.
It’s often analogue.
It can be social stuff
It can be your news.Sonos.com
Controlled?
It can be your own stuff.
Problemscuration can solve
1. The HIGH cost of content.
2. Curating manually cost too much $ & time.
3. How do WE leverage social content; customer reviews?
4. Banner ads are both costly & not flexible.
5. How do we make our Facebook page relevant?
6. Could we get an ad-word advantage?
7. Can we monitor more tightly & cheaply simultaneously?
8. Our return visits are awful; our conversions are worse.
9. Being the perceived authority
Intro
Media was
via Flickr: bjornmeansbear
via You Tube: ollycourtney
Interruption assumption
via Flickr: susanica
Brands purchase attention
via Flickr: dcdead
Brands couldcreate attentionThey have:
$ +Expertise +Time +Desire (business case) +Many Channels =Opportunity
via Flickr: frenchkheldar
Corp SitesSocial News
Micro Sites
Media Companies
Social
Social Storage
APIʼsStorage/Hosting
Systems
Data Sites
Shopping
Mobile
Devices
Environments
•iTunes, Kindle, Nike +, B Cycle, Keep the Change, Coasting, etc.
Corp. Social
CMS
Pie
ces
of
the
dig
ital
eco
syst
em
Search
Banners
•Companies, categories, products, etc.
•Own social network, Burton, Ning, Psssst, etc.
•MT, S3, EC2, etc.
•Forester, Compete, Spyfu, etc.
•Twitter, BBY, etc.
•Computers, TVʼs, Tablets, Netbooks, Ambient, GPS, etc.
• Plane, Airport, Library, Train, School, Hospital, Stadium, desk, Car, etc.
•Simple to complex
•Ads, text, standard, rich
•Ads, text, standard, rich, fcn, etc.
•Big to Small, Brochure like
•Digg, reddit, etc.
•Twitter, Facebook, Myspace, blogs, etc. •Flickr, You Tube,
Vimeo, Twitpic, etc.
•TV, Radio, Print, Movie, etc.
•Mostly per product
•Txtʼs, Apps, Web, Calls, Games, AR, etc.
via Flickr: mikeygottawa
Attention now
via You Tube: valkyrie470via You Tube: NeoBen
Paid Media
Owned Media
Earned Media
Paid Media
Earned Media
Earned Media
Earned Media
“In the past you were what you owned. Now you are what you share.” — Charles Leadbeater, We Think
Assistance?
You are now leaving the www.aglassandahalffullproductions.com website
We do not control, recommend or endorse and are not responsible for these sites or their content, products, services or privacy policies. Downloading material from certain sites may risk infringing intellectual property rights or introducing viruses into your system. We recommend that you read the privacy policies and term.
via Cadbury
Channels
via Flickr: chazzlayne
Brands can now curate for attention
via Flickr: hint-of-plum
We seek the results of curation.
via Flickr: woodleywonderworks
Avalanche of content
So we search
“Curation comes up when search stops working,” — Clay Shirky, NYU Professor
What is Curation?
“The filtering activity that a helps present things according to a certain plan, thesis, or idea and then gives that to the public as an enrichment...” — Paola Antonelli, MOMA Senior Design Curator
Curation isn't just about finding content.
It’s about commenting on why it’s found to be relevant, important and included.
Curator characteristics
via Flickr: sookie
Curators cultivateAwarenessConsiderationConversation Community ParticipationInteraction Engagement Affinity
Trust
via Flickr: mattwhy/
Constraints
Print is bound by Square inchesRadio is bound by time.TV is bound by images. Museums are bound availability & $.
via Flickr: pagedooleyvia Flickr: yewenyi
Enabling constraints
via Flickr: ♥babybee
Internet = Functionally Unlimited
Few Traditional Constraints
Low physical resource limits. No firm production deadlines. No powerful distribution barriers.Any content typeAny message
via Flickr: Ben Heine
"The more abundant creation becomes the more valuable (read: scarce) curation becomes." — Jeff Jarvis, blogger, author & educator
via Flickr: trentkelly
DJ’s & TVSeconds & Time of dayStation FormatAudio/VideoRatings
via Flickr: pietel
EditorsSeconds & Time of dayStation FormatAudio/VideSquare inchesSectionsPress timeCirculation
Museum CuratorsSquare feetExhibit themeAvailabilityPolitics
via Flickr: yushimoto_02
InternetBrochures Digitized
via Flickr: bibikova
We need ControlApproach content with binary selection.
#hashtags are not enough
Good curation in action
Paola AntonelliMOMA Senior Design Curator
“exquisitely expert”
“a form of performance...”
via Flickr: TED Conference
Guides
Professors Ski GuidesConciergesPark RangersExperts
via Flickr: lavigie
Blogs
PSFKCore77LifehackerVenture BeatSeth GodinGaping VoidMashableEngadgetGoogle Blog
Individual ChannelsIt’s not ALL he says.
It’s selections of the _____ stuff.
Networks
USA - Characters WantedTNT - DramaTBS - Funny
Food NetworkHGTVDiscovery
iTunes genius
AlgorithmicActivity based Collection Based
Starting
Raw Materials
DesireContentStrategyTool KitDistribution
via Flickr: shelley_geo
Desire
Future of Marketing and Advertising is doing things FOR and WITH people.
via You Tube: valkyrie470
We all want to be smarterQ: Smarter about what?
Huge selection of content makes it both difficult & easy.
Options:_What we’re buying_What experts think_What friends think_What brands say
Content
What’s available.What can be instigated.
Strategy
What insights? Data?Connections to Brand DNAConstraintsActivation
via Flickr: sameli
Distribution
via Flickr: alexjcrawford
What do you get?
Curation = Celebrated Constraints
Curation = taste-makingBrands want to be trusted and looked to.
"We think you might appreciate ___________."
via Flickr: punch_pizza
Curation = noise cancelingIt isn’t just about finding content - it’s about determining relevancy.
“Not only do we have the best of _____ all in one place, we’ve also commented on why we included it.”
via Flickr: maisonbisson
Curation = advocacyBrands Stand for things.
"These people and/or this cause are doing things we agree with..."
via Flickr: tedconferance
Curation = adding valueProvides a service that saves time, becomes depended on, even essential.
via Flickr: rests
Curation = cultivating trustConsistently delivering quality over time builds trust.
via Flickr: thomashawk
“The challenge has always been memorability... a ‘niche’ must be created in the mind inspiring for people to return.” — Wynn Wilder, Website psychologist & author of “Critical Thinking.”
Thank you!
Curation FTWCelebrating Constraints
Joseph Rueter@josephrueter
