SEPTEMBER 20, 2011                            STOCK & FLOW                     James Gross | percolate.com/james | @james_...
Percolate is the easiest wayto access and share the contentyou care about.
It’s awesome.Get brewing.www.Percolate.com
STOCK & FLOW
Stock        &        Flow
Stock                        &           “Stock is the durable stuff. It’s the           content you produce that’s as     ...
Stock                        &           “Stock is the durable stuff. It’s the           content you produce that’s as     ...
Stock   Flow
F      It is not an      either/or thing        SSource: huffingtonpost.com
Whatdo you see?
1              2              3              4              5              6              8              9I see links   10...
1              2               34              5               6The content of flow is stock.
The content of our communicationis other communication.
We express ourselvesthrough our interests.
Which meansproduction requires consumption
People are constantly consuming
Brands not so much
Which worked in a stock world,when messages lasted monthsinstead of minutes
But breaks downin a world of flow
How does a brandcompete in flow?
1   Figure out your inputs & outputs
k  ocSt        Insights         Trends    Look                   Feel                   Voice       Brand         Inputs  ...
2   Must-knows about curation
Linking away from.com is okay
People won’t forget about youif a logo isn’t on everything singlething you talk about
3   Credit goes to the curator & creator
Think aboutyour favorite blogsor twitter feeds
Do they createcontent or curate it?
People understand attributiongoes to the sharer AND creator
To succeed in flow.4   Study how humans use it.
People stand out in flowby brokering content (RT, like,share, oh my)
Brands try to do itby giving away coupons
Orsaying sorry
Instead of being signals...
Let’s change that.Thank you.www.Percolate.com
Stock & Flow- How Brands Can Create Content at Social Scale
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Stock & Flow- How Brands Can Create Content at Social Scale

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Speaker: James Gross, Co-founder, Percolate

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Stock & Flow- How Brands Can Create Content at Social Scale

  1. 1. SEPTEMBER 20, 2011 STOCK & FLOW James Gross | percolate.com/james | @james_gross
  2. 2. Percolate is the easiest wayto access and share the contentyou care about.
  3. 3. It’s awesome.Get brewing.www.Percolate.com
  4. 4. STOCK & FLOW
  5. 5. Stock & Flow
  6. 6. Stock & “Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.” Brands, in partnership with their agencies, are great at producing this content.Source: Snarkmarket Flow
  7. 7. Stock & “Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.” Brands, in partnership with their agencies, are great at producing this content.Source: Snarkmarket Flow “Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.” Brands struggle to create content here and I hope to explain why.
  8. 8. Stock Flow
  9. 9. F It is not an either/or thing SSource: huffingtonpost.com
  10. 10. Whatdo you see?
  11. 11. 1 2 3 4 5 6 8 9I see links 10to stock 11 12
  12. 12. 1 2 34 5 6The content of flow is stock.
  13. 13. The content of our communicationis other communication.
  14. 14. We express ourselvesthrough our interests.
  15. 15. Which meansproduction requires consumption
  16. 16. People are constantly consuming
  17. 17. Brands not so much
  18. 18. Which worked in a stock world,when messages lasted monthsinstead of minutes
  19. 19. But breaks downin a world of flow
  20. 20. How does a brandcompete in flow?
  21. 21. 1 Figure out your inputs & outputs
  22. 22. k ocSt Insights Trends Look Feel Voice Brand Inputs MessagingFl ow
  23. 23. 2 Must-knows about curation
  24. 24. Linking away from.com is okay
  25. 25. People won’t forget about youif a logo isn’t on everything singlething you talk about
  26. 26. 3 Credit goes to the curator & creator
  27. 27. Think aboutyour favorite blogsor twitter feeds
  28. 28. Do they createcontent or curate it?
  29. 29. People understand attributiongoes to the sharer AND creator
  30. 30. To succeed in flow.4 Study how humans use it.
  31. 31. People stand out in flowby brokering content (RT, like,share, oh my)
  32. 32. Brands try to do itby giving away coupons
  33. 33. Orsaying sorry
  34. 34. Instead of being signals...
  35. 35. Let’s change that.Thank you.www.Percolate.com
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