Curators' Content


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

Published in: Business

Curators' Content

  1. 1. C Ccurators’ content SHAPE LIQUID IDEAS
  2. 2. … is not“content curation”.
  3. 3. content curation content curation co d di al i git g itent content n a l identify organize share by algorithms
  4. 4. thebest recommendation isn’tone that comes from an algorithm,it comes from a human being. jeff yasuda
  5. 5. what curators do.
  6. 6. they don’t collect thinks to sharebut to create and present new,original content out of it.
  7. 7. the person is the filter.
  8. 8. the duty is to correlate things,so context will be built.
  9. 9. a curator’s mission is to open new,unexpected perspectives.
  10. 10. differentthe outcome isfrom the source. through form,function, meaning or design.
  11. 11. curation is trending. at the curatorsconference 2012 in ny, the word got tossedaround so much that it became comical. erin griffith
  12. 12. “i love the way you curated that outfit from your wardrobe. thanks.”
  13. 13. “that was a really well-curated sentence.” “i know. i curated the words from my vocabulary.”
  14. 14. #cure-gasm!
  15. 15. why curating is relevant. [consumer perspective]
  16. 16. curating - the trustworthydecision guidance fromuser to user expertise
  17. 17. curating is inspirationit lets you see thingsyou haven’t seen before
  18. 18. curating causes identification through shared passion
  19. 19. curating can become a movementpeople take social responsibility & co-create public environment
  20. 20. curators create their own brandto support a niche product thatis displaced by the mass market
  21. 21. why curating is relevant. [brand perspective]
  22. 22. strong and sustaining brandshave something more to say than justbuy me - in various phrases, of course.
  23. 23. for this purpose content (marketing) is acommanding tool to build long-termrelationships with the customer.
  24. 24. brands can act more like people as theybecome curators of shared interests.
  25. 25. by their engagement to serve relevantcontent to the audience beyond sale,brands become content creators.
  26. 26. some neat examples.
  27. 27. red bull
  28. 28. curating becomesbrand strategy
  29. 29. the event drew untold millions in earnedmedia. more than 8 million peoplewatched the live stream online. #stratos#redbull were trending on twitter…
  30. 30. ccitdf
  31. 31. by regulation and uniqueness ofbrand specific content, red bull increasesthe brand value and benefit serially.
  32. 32. bmw guggenheim lab
  33. 33. curating by a majornew global initiative
  34. 34. in times of permanent crisis and change,values become more relevant to thecostumer. brands can build trust designby playing an active role in society.
  35. 35. participants co-create awesomebenefit & insights - brands like bmw can continue processing
  36. 36. multidisciplinary curating beyond brandcompetence raises the level ofmarketing, communication and innovation.
  37. 37. arte creative
  38. 38. a curated platform to set newpattern for creativity & quality
  39. 39. with opening an interactive dimension tothe core values, the platform deepensthe engagement & sustains the brand.
  40. 40. heineken
  41. 41. open innovation enhances the brandand focus on customer centricity
  42. 42. make fans out of your costumers. letthem co-create the brand - they will bringunique & relevant ideas from their context.
  43. 43. finally real curating is a mindset andas a curator you are privileged to dowhat you are passionate about.
  44. 44. 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.
  45. 45. thank you ! SHAPE LIQUID IDEAS