Creating, Curating and Cultivating the Social Web - By Esteban Contreras - Presented at M2C 2011

CREATING, CURATING AND CULTIVATING THE SOCIAL WEB How Brands Can Make Sense of the Madness Esteban Contreras Social Media Manager Samsung USA M2C | PARIS | MARCH 28, 2011

Esteban and Somerlea, 2002

Years of shared experiences

Online relationships are as human as offline relationships

To build a relationship, you need to show that you care

The creation and curation of relevant content, coupled with the cultivation of a relationship, leads to trust

C reation .

Why You Need to Create Hugh Macleod

Strive to be engaging, balanced and experimental
Never be boring
Plan and coordinate, but don’t depend on calendars
Think beyond the message
Be the message: The message is the messenger
Work with experts who know what they’re doing
Go DIY when you need to
Embrace real-time
Capture moments you’d like to see again
Have fun with locations, check-ins and games
Visualize data
Know your audience
Integrate design, communications, and tech
How You Need to Create

Strive to be engaging, balanced and experimental

“ Don’t speak unless you can improve on the silence.” - Spanish Proverb
Never be boring

Plan and coordinate, but don’t depend on calendars

“ Message” Time Stamp Identity Profile Pic App Hashtag Background Think beyond the message RTs Name

Be the message: The message is the messenger

Work with experts who know what they’re doing

Go DIY when you need to

Embrace real-time

Capture moments you’d like to see again

Have fun with locations, check-ins and games

Visualize data Note: Some of this data is not final. This is only an example.

@ThatDrew @GaryVee @kk Photo taken 5 Mins. Earlier Know your audience

Integrate design, communications, and tech

C uration .

“ Brands have the expertise, the time, and the money to be great editors and curators of digital content. It seems reasonable to conclude that one part of being a great brand is now also being a great curator.” Steven Rosenbaum Why You Need to Curate

Listen, make lists, and be curious
Know the tools and services available
Remember: Machines filter, humans curate
Think big
Bridge online and offline
Always give credit
Always link back
Thank content creators
Involve your audience / community
Provide insight, expertise and meaning
Enable offline experiences
How You Need to Curate

Listen, make lists, and be curious

http://bit.ly/gicHCR Know the tools and services available

Remember: Machines filter, humans curate

Think big

Bridge online and offline

Always give credit

Always link back

Thank content creators

Involve your audience / community

Provide insight, expertise and meaning

Enable offline experiences

C ultivation .

“ We have entered a new era in which developing strong consumer relationships is pivotal to a brand or company’s success .” Gary Vaynerchuk Why You Need to Cultivate

Constantly engage publicly and privately
Leverage tools to know what your audience values
Know where they are coming from
Fail no one
Be patient and practice being conversational
Provide or facilitate customer service
Genuinely say thank you
Enable conversations
Be part of offline communities and meet IRL
Connect the world with your company
How You Need to Cultivate

Constantly engage publicly and privately

Leverage tools to know what your audience values

Know where they are coming from

Fail no one

Be patient and practice being conversational

Provide or facilitate customer service

Genuinely say thank you

Enable Conversations

Be part of offline communities and meet IRL

Connect the world with your company

Relationships matter

That is why you create content That is why you curate content That is why you cultivate long-term relationships online & offline

T hank You .
www.twitter.com/samsungesteban www.twitter.com/socialnerdia www.facebook.com/estebancontreras www.flickr.com/socialnerdia www.slideshare.com/socialnerdia [email_address] [email_address] www.twitter.com/samsungtweets www.facebook.com/samsungusa www.youtube.com/samsungusa www.flickr.com/samsungusa www.slideshare.com/samsungusa www.samsung.com/us www.samsung.com/sxswi Samsung USA: Esteban:

http://www.alistercameron.com	6905
http://storify.com	5035
http://socialmedia-strategy.wikispaces.com	1602
http://www.scoop.it	1546
http://www.spatiallyrelevant.org	83
http://paper.li	35
http://socialnerdia.com	34
http://abtasty.com	27
http://feeds.alistercameron.com	19
http://www.contenu.ch	16
http://emmanuelvivier.posterous.com	14
http://tw.pinggu.baidu.com	8
http://www.emmanuelvivier.com	5
https://si0.twimg.com	5
http://theinkcompany.blogspot.in	5
http://96.126.119.122	4
http://translate.googleusercontent.com	4
http://evivier.typepad.com	4
http://www.myjiemeng.com	4
http://www.linkedin.com	3
https://twimg0-a.akamaihd.net	3
http://twitter.com	3
http://ranksit.com	3
http://theinkcompany.blogspot.com	3
http://feeds.feedburner.com	2
http://list.ly	2
http://weab.fr&_=1346203706729 HTTP	1
http://webcache.googleusercontent.com	1
http://www.diigo.com	1
http://66.228.34.162	1
http://unesrproyectounoieccaempro.blogspot.com	1
http://www.hanrss.com	1
http://dashboard.bloglines.com	1
http://us-w1.rockmelt.com	1
http://newsblur.com	1

Creating, Curating and Cultivating the Social Web - By Esteban Contreras - Presented at M2C 2011

by Esteban Contreras on Mar 28, 2011

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Creating, Curating and Cultivating the Social Web - By Esteban Contreras - Presented at M2C 2011 Presentation Transcript