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

Speaker: James Gross, Co-founder, Percolate

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

  • SEPTEMBER 20, 2011 STOCK & FLOW James Gross | percolate.com/james | @james_gross
  • 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 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
  • 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.
  • 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 10to stock 11 12
  • 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 MessagingFl ow
  • 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