The Story of CityBiz - Curata Curation Rockstar Summit

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Unique business challenges solved with content marketing

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  • Let’s talk a little bit about who we are and what we do:Our company is Bedrock Business Media. A data company. One of our large projects is called CityBiz – it’s for a client we’re working with. As we speak today about CityBiz, realize that it’s a product and not the name of our company. We are so much more. As a data company, we organize information for businesses and individuals so they can use it and grow. For so long, data was used by big corporations to make business decisions. Small- to mid-sized companies steered away. It’s not for statisticians any longer. Businesses can grow sales, identify key customers and information about those customers and treat them better. They can understand customer patterns, know when they’re likely to come in and reward them for multiple visits.We have more than 45 million rock-solid profiles on business professionals nationally and 200 profiles on other individuals that we own. We also have an expansive company database. We also partner with Dun & Bradstreet to deliver business intelligence; so we have a very vast and accurate amount of data on companies and individuals globally. That brings me back to CityBiz.It’s our first storefront to get our data products and services to the marketplace. Currently we’re in version one of the product and are still rolling out sites for our client while we develop other technologies and business plans for pending clients. How CityBiz works with Bedrock: People find our curated content through search or social media, and we deliver data and whitepapers based on user needs and browsing habits. TRANSITION TO AMOUNT OF INFORMATION GLOBALLY:I started thinking about the world of data recently. So much is out there, that it’s an overload. We organize data so it’s not so intimidating AND so it’s useful. Here are a few minute-by-minute stats:100,000 tweets are sent684,478 pieces of content are shared on Facebook2 million search queries are made on google48 hours of video are uploaded to YouTube47,000 apps are downloaded from the App Store3,600 photos are shared on Instagram571 websites are created$272,000 is spent by consumers onlineThese are all from last year. Source: All Twitter (http://www.mediabistro.com/alltwitter/data-never-sleeps_b24551)Pay special attention to the 571 web sites and the 100K tweets.With sites, some very relevant information is being created. Much of it isn’t applicable to the business professional. And, if it is, who has time to comb through it? As far as tweets go, about 40 percent of accounts (at least from last year) were reportedly spam. Out of 60K tweets per minute, combing through the legitimate and helpful tweet that can aid business can take forever. That’s where CityBiz comes in, using a tool like Curata.
  • This is our home page today. We've evolved from a Wordpress-based site that used limited design to show our investors how we're presenting curated news Our next step is to roll out a new design. In the meantime, we are using Curata to house where we'll place content across the site. Using custom fields, we've made this happen. Ourplatform uses content curation (it’s a mix of semantic search AND human oversight), crowd-surfaced content (identified by domain experts and influencers) alongside the opportunity for publishers to add original and licensed content. Using Curata’s bookmarklet tool, we can make that last part happen.Audiences are an active part of who we are. They not only add content by being selected as an influencer, we invite them to share.Using the CityBiz concept, our platform can be offered to any publisher or brand who wish to develop a rich content and engaging environment for a selected audience on a licensed or a full-service model.A big part of this is mobile. Our platform is adaptive and works seamlessly across the web and on mobile devices.
  • We wouldn’t get to where we’ve arrived without experimenting with custom fields. We needed functionality that would help us evolve from our initial site into the next phaseSite V1 was behind a password, used to discuss progress with client while we build products and servicesSite V2 is customer facing, pieces of text placed in various areas of the home, story pageTypes of custom fields we found we needed:Image credit, point-of-view, original story headline, original story text, Twitter text, related story, various topic descriptions we tie into our databases for increased organizationYou may be wondering what they are. Go to the gear icon on the top right-hand area of the Curata site, click settings. Go to site, then publishing.Scroll to the bottom. From there, you can create your custom field. This is where the nuts-and-bolts of our site began to evolve.
  • You may be wondering what they are. Go to the gear icon on the top right-hand area of the Curata site, click settings. Go to site, then publishing.Scroll to the bottom. From there, you can create your custom field. This is where the nuts-and-bolts of our site began to evolve.
  • How did we find that we needed them? It came down to image credits. As a site, we need a diverse amount of images for the CityBiz project. These images require attribution. Craigand the Curata team created a way for us to have either a text only or WYSIWYG custom fields that we could use for image credits. We opted for the WYSIWYG field so that we can link to image authors. Some of our image content providers require that we link to author pages. It makes for good curation too, even when it’s not required. I’d say we also pushed Curata to ensure we could have custom fields throughout the site.
  • We started looking at where else we could use custom fields.We do a bit more with the information we submit in our topic descriptions, storing it in our own database. We found that what we were pulling out was a long stream of information that required work to parse through. By setting up our custom fields inside the topic areas, each custom field delivers information in a more-organized manner. Think of it as content flowing into your spreadsheet cell-by-cell.By using the custom field, the LinkedIn data flows into our database cleaner, and we can present it better in spreadsheetsMore importantly, we monetize the data better because we can display it in our data-based products and services. Because we have several CityBiz market and industry sites, we use the CBID (or CityBiz ID) custom fields) to assign each topic entered into the Curata system when we dump topics we’ve entered into our existing database. This keeps information organized in our system.
  • Using the custom fields, we're able to display the data entered by our curators in a more organized fashion to our customer base.(We won’t talk necessarily about the NEQ product by name but mention that we provide a service that that people can use to find relevant contacts mentioned in a story based off the content that is delivered. This truly is how the CityBiz site and the custom fields allow us to provide a storefront as a data company).
  • As we've updated our site to be more public-facing rather than a tool to just advise and show investors how we're coming along on the project, the site pulls content from areas of Curata other than default fields. As we provide analysis and opinion on news we're curating, the main content box is no longer used. Instead we use a custom field where our text is pulled onto both the home page, newsletter and story page.What is thought of as typical curation is pulled into a custom field called Original Content Snippet. We've also added a custom field for Original Story Headline.
  • Along with delivering a platform for our client, we are focused on building audience organically. We are doing this through social media. In version two of our site, we have prepared a way for curators to create custom tweets for each story in a Tweet custom field.
  • Our curators are either market or industry experts. It’s important for us that curators know the area they provide content for because they’re expected to provide an original analysis or opinion about the piece being curated.if we expand or clarify that definition of curation to include research, organization, adding context, and distribution, it seems to be only a matter of time until every company (ok, most companies) are likely to be utilizing it.The future for us is combining curation with creating original pieces. Our next steps will be adding video curation, and seeing how influencer-added content changes our environment. Using targeted blogging, we’ll be connecting directly to influencers Working with more clients to do industry sitesEventsLooking beyond more features than just custom fields to get where we need. As a reminder, For adding custom fields: Go to the gear icon on the top right-hand area of the Curata site, click settings. Go to site, then publishing.Scroll to the bottom. From there, you can create your custom field.
  • In our future, CityBiz is still a content centric commerce platform. We engage business professionals and keep them “in the know” by surfacing relevant news, information and services across local and regional territories. We look at industries and topics and the people impacting those areas and who are emerging customers and prospects. Our production process uses, data and data analyticsWe deliver news through a news fire hose along with professional curation. Using social conversations and professional curators, we’ll be further filtering and surfacing relevant content. What does this do? CityBiz creates a national platform that builds scale, It builds relevant user data, and it diversifies ourrevenue through integrated freemium products and services. Having a key platform partner is instrumental in this development because we’ll have to adapt and be nimble in this process.
  • The Story of CityBiz - Curata Curation Rockstar Summit

    1. 1. CITYBIZ Our evolution using Curata’s custom fields
    2. 2. Who Are We • Bedrock Business Media is a data-driven, media company • We have developed a platform for B2B publishers to connect, inform and engage a business professional’s audience by surfacing relevant news, information, and services • We do this across topics, people, customers and prospects DATA OVERLOAD
    3. 3. Why We Chose Curata • We want to develop a stream of content based off influencer conversations and deliver that as a packaged product — a key reason we work with Curata. • CityBiz – Our product provides • Professionally curated content • Analysis - ―Our View‖ • Community Voices • Crowd-surfaced content • Twitter feeds (filtered) • Options to include original and licensed content
    4. 4. Evolution of CityBiz  We needed functionality that would evolve us from a minimally viable product (MVP) into something that would face customers
    5. 5. Evolution of CityBiz • Here’s how you add a custom field: • Go to Settings  Site Publishing • Scroll to the bottom
    6. 6. Custom Fields Made Sense • Image credits: “Necessity is the mother of invention,” - unknown Some images we use or purchase, such as the one above, require that we attribute the photographer.
    7. 7. Organizing Our Data  Example of custom fields CityBiz has added for topics  “Stories are data with a soul” – Brené Brown Our CBID custom field is used to ID topics we have listed in another database.
    8. 8. Presenting Data to Customers
    9. 9. Custom Fields on Story Pages • Using the custom fields, we're able to display the data entered by our curators in a more organized fashion to our customer base. Content from custom fields in Curata Tags use Curata custom fields for further description, for our own business use
    10. 10. What Next? • Social sharing • The next phase of our site will offer users curator-prepared tweets.
    11. 11. For Us, Where Curation is Heading • For us, we will rely heavily on automated curation – the way we do now • Supplemented with originally created content • Outside sources • Content written by our content team Reminder on adding custom fields:
    12. 12. What’s next • We build off of the curated product we’ve put together this year • Make this a more polished site • Viewpoint offered from our curators • Community voices • Crowd-sourced content Our revenue model is based on services we can offer to readers through the data we have on them or can provide for them.

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