Curation is King by Augustine Fou Digital Consigliere

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There is so much content now that even search is no longer efficient enough to get users to what they are looking for quickly. Curation by other users is more and more necessary to help filter through …

There is so much content now that even search is no longer efficient enough to get users to what they are looking for quickly. Curation by other users is more and more necessary to help filter through content.

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  • 1. Augustine Fou- 1 - Curation is King Dr. Augustine Fou August 23, 2013 @acfou
  • 2. Augustine Fou- 2 - Evolution of the “Web” content (site centric) commerce (value centric) search (topic centric) social networks social content social search social commerce As each stage reaches critical mass, the next stage is tipped intopresent
  • 3. Augustine Fou- 3 - Executive Summary “Given the explosion of content, even search is no longer enough to efficiently get users to the exact info they are seeking. Curation, on top of search, is now necessary. Some call this ‘social search.’We are right at the beginnings of this phase of the evolution of the internet.” Augustine Fou- 3 - -- Dr. Augustine Fou
  • 4. Augustine Fou- 4 - Websites (WebMD.com) People used to go to specific websites for trusted content • Websites organized information around specific topic areas • The reputation of the site conferred trustworthiness to the content found on the site. • Users now start with search and use other bits of context to judge the credibility of the info
  • 5. Augustine Fou- 5 - Community Filtered People select items and vote to bubble up the good stuff digg.com reddit.com
  • 6. Augustine Fou- 6 - Search (topic centric)People go to Google first, rather than type in domain names Users prefer to use Google search to go directly to the deep page for 1) Pepsi financial information, 2) Pepsi nutrition information, 3) sweepstakes
  • 7. Augustine Fou- 7 - Twitter People follow certain “influencers” because they curate information • Information gains credibility when tweeted by people they trust
  • 8. Augustine Fou- 8 - #Hashtags Information is organized based on interest, regardless of venue or person tweeting it
  • 9. Augustine Fou- 9 - Pinterest A curator selects items of interest, regardless of where it came from Site A Site B Site C Site D
  • 10. Augustine Fou- 10 - Bitly http://digitalstrategyinstitute.com/ • uses bitly click info to rank top digital marketing stories each day Users share links and others click, indicating value
  • 11. Augustine Fou- 11 - Community Voted http://www.tastespotting.com/ • community curates, categorizes, and prioritizes content Users find and vote up beautiful images of food/drink
  • 12. Augustine Fou- 12 - SharesA more valuable story is one that gets shared most # of shares
  • 13. Augustine Fou- 13 - Related Articles New Organizing Principles By: Augustine Fou, June 2012 Facebook Collections Bad News for Pinterest By: Augustine Fou, October 2012 The Pinterest Myth By: Augustine Fou, April 2012 Digg vs LinkedIn Today By: Augustine Fou, October 2012 Facebook Advertising Metrics and Benchmarks By: Augustine Fou, May 2009 Augustine Fou- 13 -
  • 14. Augustine Fou- 14 - Dr. Augustine Fou – Digital Consigliere “I study trends and the evolution of user habits and needs. Given the huge explosion of content, curation on top of search has become more and more necessary to help users ‘get to the good stuff.’” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou