Curation Nation 2013

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Curation is a modern solution to information overload, thanks to its ability to filter information and reduce the anxiety created by infinite choice.

Curation is a modern solution to information overload, thanks to its ability to filter information and reduce the anxiety created by infinite choice.

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  • 1. Curation Nation:Personal Filtration for Info Overload 13th February 2013FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 2. Curation is a modern solution to information overload, thanks to its ability to filter information and reduce the anxiety created by infinite choice.FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 3. Drivers and Cultural Energies - Information overload/Hyperconnected living - Expansion of information available - Awareness of limitations of algorithmic search - Cult of individual fuelling demand for unique + exclusive content “Just two years ago, the focus was on content creation. But as Info Overload moves to the fore, the conversation is shifting to quality human curation as the real value add” - Steven Rosenbaum, author of Curation Nation and CEO of Magnify.netFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 4. Drivers and Cultural EnergiesFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 5. Curation is All About Filters In essence curation is about selection and filtering. A way to present and access the taste of others. The extent of the deluge of information now available to people in a multi-screen world can see overwhelming. With so much information currently accessible, curation has become an essential skill for surviving the modern world.“The average person receives 63,000 words of new informationevery day, the length of the average novel.” - A 2012 report from Business Week“It’s not information overload (that is the problem), it’s filter failure.” - Clay Shirky - Social Media Analyst and GuruFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 6. Now Everyone’s a Curator The idea of ‘curation’ has migrated into the mainstream as a term to describe the style of collation and self-expression fuelled by digital lifestyles. As the ‘sharing ecosystem’ devalues content, curation solves that problem by finding a new way to make information feel special. The success of curation in content retail highlights the limitations of traditional algorithmic selections. “Discovering things is more interesting through people than it is through algorithms. I think that a great opportunity in social commerce lies in enabling you to connect to people with similar tastes.” - Dean Fankhauser, co-founder of NujiFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 7. The Natural Evolution of the Web Many are already calling curation the new search. After ‘sharing’ and ‘social’, ‘curation’ is the next level of online behaviour, which is focused around special interests and individuals. We are approaching the limit of traditional search which needs to go beyond google list and rank. ““Information becomes currency and the ability to repackage something of interest as compelling, consumable and also [as a] sharable social object is an art.” - Fast Company 2012’FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 8. Rise of Interest-Based Social Networks More and more people are adpoting interest-based social networks, which allow them to express their interests and offer authentic, high value connectivity with people with similar tastes. From the success of Tumblr to Pinterest, which is growing as fast as Facebook 5 years ago and is now responsible for referring more direct traffic to retailers than Facebook. Blogs now have more daily views than mainstream channels. “Products are no longer the point. The feeling is the point. Now we can create that feeling for ourselves, then pass it around like a photo album of the life we think we were meant to have but don’t” - Carina Chocano , writing for the New York TimesFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 9. Common Interests are the New Demographics The rise of curation will make it much easier for marketers to target people by lifestyle rather than traditional demographics, which in turn makes advertising much more efficient and effective. Curation allows people to express and record their tastes and interests, and connect with other like-minded individuals “Individual pinning choices are interesting, but there is even greater opportunity to analyze segments of people who express an affinity for a product or category in aggregate.” - Scott Brave, CTO of software company Baynote.FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 10. ImplicationsFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 11. Social Commerce Curators Scrapbooking social media networks have created a new wave of curator consumers who are becoming a powerful commercial force, thanks to their daily recommendations of products and favourite brands.“We’re democratizing fashion. We’re giving people, not fashion editors, the voice to define taste.” - Jess Lee, CEO Polyvore.FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 12. Monetising User-Generated Curation In the future, rewarding people for their curation skills will be the norm. Nuji enables members to curate and earn rewards through their own virtual stores by selecting items and saving them to wishlists, which link directly to the e-commerce pages. “Why don’t we compensate you for curating or marketing for us? It makes total sense to me. I think it’s the future of the internet - Joe Einhorn, Founder and CEO of Fancy.FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 13. Curator Collaborations Brands are now recruiting high-profile bloggers to design their product ranges. These new collaborations offer a more personal taste and experience for people to identify with and buy into. In 2013 fashion and lifestyle brand Kate Spade New York released a capsule collection designed by the esteemed French fashion blogger Garance Dore, which receives over 250K views per day. “It also helps that some bloggers have more readers than most print magazines these days. It’s a mutually beneficial project that results in exposure for both the blogger and the brand.” - Emily Johnston, Editor of Fashion Foie GrasFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 14. Curated Retail Spaces Physical retail spaces are also gradually adapting a more curated approach by expressing a specific lifestyle or personal vision - embracing quality and selection over quantity. Like a gallery exhibition, curated store have original ‘non-comoditised’ offerings that create intrigue, surprise and encourage an element of discovery. Curation is being used to evolve online bricks and mortar retail spaces, from 2D comoditised selections into 3D expressions of a specific lifestyle or personal vision.FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 15. Less Choice = Better Picks More retailers are realising the appeal of offering people less choice but greater quality, focusing on limited product ranges that demonstrate a unique passion and expertise. Trunk, a bespoke clothing service for men offering designer clothes to customers without any of the hassles of shopping in stores or online. The Meadow shop in New York have condensed the stores’ offering down to just four items: salt, chocolate, flowers and cocktail bitters. “As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates.” - Barry Schwatz, Author of ‘The Paradox of Choice’.FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 16. Simplifying and Streamlining Choice Brands and retailers can use curation to eliminate choice anxiety by offering a more relaxed but inspired experience. Changing curated selections gives consumers a shopping experience that is stimulating, entertaining and therapeutic at the same time. CoutureLab offers a range of rare and unusual, exquisitely made one-off fashion and lifestyle items sourced from around the world, presenting the very opposite of a commoditised offering. “Curated ecommerce is becoming recognized by both retailers and shoppers for its simplicity and ability to help fill an online void.” - Krista Garcia. eMarketer analystFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 17. Video Curation Video Curation is rapidly being embraced by publishers. With more brands increasingly realising the potential of the approach. “Curators are both collectors and creators. Capturing the zeitgeist of the web, and knitting together images, text, links, and video along with their own original content. - Steve Rosenbaum, Author of ‘Curation Nation’FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 18. Evolution of Brand ContentFUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13
  • 19. Brand Challenges As curation continues to define how people navigate information. Retailers need to move from product selection to curation. Think about the juxtaposition of carefully selected different items to create surprise and add credibility to your offering. Invite outsiders to present their individual product playlist - it can be an opportunity to show personality and add value. Think about the retail space as an exhibition of products rather than shelf stacking. Tap into the growing power of social shopping. How could you reward consumers for mentioning and featuring your products on their social networking sites?FUTURE SIGNS LOWE COUNSEL CURATION NATION LOWE + PARTNERS 13.02.13