Curation FTW 02.2

Curation FTW Celebra Joseph Rueter @josephrueter ting Constra ints

Brands Had Ink on Paper Light Rays in 30 second bursts via Flickr: bjornmeansbear via You Tube: ollycourtney

Brands Have $ + Expertise + Time + Desire (business case) + Channels = Opportunity via Flickr: frenchkheldar

Attention Focus then interruption. via Flickr: susanica

Brands have purchased attention Times Square Super Bowl Magazines News via Flickr: dcdead

Attention Paid Media via Flickr: chedder Earned Media Owned Media via You Tube: NeoBen via You Tube: valkyrie470 via Flickr: mikeygottawa

“In the past you were what you owned. Now you are what you share.” — Charles Leadbeater, We Think

Channels Media companies were built on editing content according to a plan and distributing the results. They happen to also place ads. Now we all have a channel, if not many, including brands. Question: How good are you going to be at choosing content and placing it on your channels? via Flickr: chazzlayne

Brands can now curate for attention The result is earned Media via Flickr: hint-of-plum

We seek, the results of curation. The best of... The right stuff about... Easy to access and quick via Flickr: woodleywonderworks

Avalanche of Content To much content online. Manage it and it’s enjoyable.

So we search Sometimes it works. Most times it’s overwhelming. Organization is not always enough.

“Curation comes up when search stops working,” — Clay Shirky, NYU Professor

What is Curation?

“The filtering activity that a helps present things according to a certain plan, thesis, or idea and then gives that to the public as an enrichment...” — Paola Antonelli, MOMA Senior Design Curator

Curation isn't just about finding content but about commenting on why we find it relevant & important.

Curators Have access to broad information. Command the subject. Know the desires of the audience and larger cultural environment. Shape context Content specialists responsible for collections. via Flickr: sookie

Good Curators Curators Build/Gain: Trust Awareness Consideration Conversation Community Participation Interaction Engagement Affinity via Flickr: pagedooley

Constraints Enabling Constraints. Print is bound by Square inches Radio is bound by time. TV is bound by images. Museums are bound availability & $. via Flickr: pagedooley via Flickr: yewenyi

"The more abundant creation becomes the more valuable (read: scarce) curation becomes." — Jeff Jarvis, blogger, author & educator

Internet = Functionally Unlimited Few Traditional Constraints Low physical resource limits. No firm production deadlines. No powerful distribution barriers. Any content type Any message via Flickr: Ben Heine

Enabling Constraints Boundaries, limitations and constraints enable value creation and stability. via Flickr: ♥babybee

Museum Curators Square feet Exhibit theme Availability Politics via Flickr: yushimoto_02

Book & Publication Editors Square inches Sections Press time Circulation via Flickr: pietel

DJ’s & TV Seconds & Time of day Station Format Audio/Video Ratings via Flickr: trentkelly

Good curation in action

Paola Antonelli MOMA Senior Design Curator “exquisitely expert” “a form of performance...” via Flickr: TED Conference

Guides Ski Guides Concierges Park Rangers Professors Experts via Flickr: lavigie

Blogs PSFK Core77 Lifehacker Venture Beat Seth Godin Gaping Void Mashable Engadget Google Blog

Individual Channels Sh*tmydadsays It’s not all he says. It’s selections of the funny stuff.

ESPN Sports Center Baseball Tonight Totally NASCAR

iTunes Genius Activity based Collection Based

Networks USA - Characters Wanted TNT - Drama TBS - Funny Food Network HGTV Discovery

How does it work?

Raw Materials Desire Content Strategy Tool Kit Distribution via Flickr: shelley_geo

Desire Future of Marketing and Advertising is doing things FOR and WITH people. via You Tube: valkyrie470

Content What’s available. What can be instigated.

Strategy What insights? Data? Connections to Brand DNA Constraints Activation via Flickr: sameli

Distribution Ship. via Flickr: alexjcrawford

What do you get?

Curation = Taste-making Noise Canceling Advocacy Added Value Cultivating Trust

Curation = Taste-making Brands want to be trusted and looked to. "We think you might appreciate ___________." via Flickr: punch_pizza

Curation = Noise Canceling It isn’t just about finding content - it’s about determining relevancy. “Not only do we have the best of _____ all in one place, we’ve also commented on why we included it.” via Flickr: maisonbisson

Curation = Advocacy Brands Stand for things. "These people and/or this cause are doing things we agree with..." via Flickr: tedconferance

Curation = Adding Value Provides a service that saves time, becomes depended on even essential. via Flickr: rests

Curation = Cultivating Trust Consistently delivering quality over time builds authority. via Flickr: thomashawk

“The challenge has always been memorability... a ‘niche’ must be created in the mind inspiring for people to return.” — Wynn Wilder, Website psychologist & author of “Critical Thinking.”

Curation FTW Celebra Joseph Rueter @josephrueter ting Constra ints

Curation FTW 02.2

by Joseph Rueter on May 25, 2010

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