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Curators' Content

Curators' Content



This is a presentation I wrote for a client who is looking for a new level of communication/ content creation.

This is a presentation I wrote for a client who is looking for a new level of communication/ content creation.



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    Curators' Content Curators' Content Presentation Transcript

    • C Ccurators’ content SHAPE LIQUID IDEAS
    • … is not“content curation”.
    • content curation content curation co d di al i git g itent content n a l identify organize share by algorithms
    • thebest recommendation isn’tone that comes from an algorithm,it comes from a human being. jeff yasuda
    • what curators do.
    • they don’t collect thinks to sharebut to create and present new,original content out of it.
    • the person is the filter.
    • the duty is to correlate things,so context will be built.
    • a curator’s mission is to open new,unexpected perspectives.
    • differentthe outcome isfrom the source. through form,function, meaning or design.
    • curation is trending. at the curatorsconference 2012 in ny, the word got tossedaround so much that it became comical. erin griffith
    • “i love the way you curated that outfit from your wardrobe. thanks.”
    • “that was a really well-curated sentence.” “i know. i curated the words from my vocabulary.”
    • #cure-gasm!
    • why curating is relevant. [consumer perspective]
    • curating - the trustworthydecision guidance fromuser to user expertise
    • curating is inspirationit lets you see thingsyou haven’t seen before
    • curating causes identification through shared passion
    • curating can become a movementpeople take social responsibility & co-create public environment
    • curators create their own brandto support a niche product thatis displaced by the mass market
    • why curating is relevant. [brand perspective]
    • strong and sustaining brandshave something more to say than justbuy me - in various phrases, of course.
    • for this purpose content (marketing) is acommanding tool to build long-termrelationships with the customer.
    • brands can act more like people as theybecome curators of shared interests.
    • by their engagement to serve relevantcontent to the audience beyond sale,brands become content creators.
    • some neat examples.
    • red bull
    • curating becomesbrand strategy
    • the event drew untold millions in earnedmedia. more than 8 million peoplewatched the live stream online. #stratos#redbull were trending on twitter…
    • ccitdf
    • by regulation and uniqueness ofbrand specific content, red bull increasesthe brand value and benefit serially.
    • bmw guggenheim lab
    • curating by a majornew global initiative
    • in times of permanent crisis and change,values become more relevant to thecostumer. brands can build trust designby playing an active role in society.
    • participants co-create awesomebenefit & insights - brands like bmw can continue processing
    • multidisciplinary curating beyond brandcompetence raises the level ofmarketing, communication and innovation.
    • arte creative
    • a curated platform to set newpattern for creativity & quality
    • with opening an interactive dimension tothe core values, the platform deepensthe engagement & sustains the brand.
    • heineken
    • open innovation enhances the brandand focus on customer centricity
    • make fans out of your costumers. letthem co-create the brand - they will bringunique & relevant ideas from their context.
    • finally real curating is a mindset andas a curator you are privileged to dowhat you are passionate about.
    • here follows the strategy part. hope you don‘tmind if i keep it confidential. it‘s for the clientonly. feel free to draw your inspiration from thisworkshop session. if you are interested in morefor your brand… ping me. i am always interestedin collaboration.
    • thank you ! SHAPE LIQUID IDEAS