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

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Creating, Curating and Cultivating the Social Web: How Brands Can Make Sense of the Madness. By Esteban Contreras, Social Media Manager for Samsung USA. This was presented at the Marketing 2.0 ...

Creating, Curating and Cultivating the Social Web: How Brands Can Make Sense of the Madness. By Esteban Contreras, Social Media Manager for Samsung USA. This was presented at the Marketing 2.0 Conference in Paris, France on March 29th, 2011. If you're interested in content creation, content curation, community management, social media strategy and marketing, then this presentation might provide some insights. Let me know if you have any questions. I'm @SamsungEsteban and @SocialNerdia on Twitter.

Note: Video broken into 4 parts are attached to the 4 final slides. You can also find these videos here http://www.youtube.com/view_play_list?p=AB5FA2277D2F9063

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

  • 1. 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
  • 2. Esteban and Somerlea, 2002
  • 3. Years of shared experiences
  • 4. Online relationships are as human as offline relationships
  • 5.
    • To build a relationship, you need to show that you care
  • 6. The creation and curation of relevant content, coupled with the cultivation of a relationship, leads to trust
  • 7.
    • C reation .
  • 8. Why You Need to Create Hugh Macleod
  • 9.
    • 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
  • 10. Strive to be engaging, balanced and experimental
  • 11.
    • “ Don’t speak unless you can improve on the silence.” - Spanish Proverb
    Never be boring
  • 12. Plan and coordinate, but don’t depend on calendars
  • 13. “ Message” Time Stamp Identity Profile Pic App Hashtag Background Think beyond the message RTs Name
  • 14. Be the message: The message is the messenger
  • 15. Work with experts who know what they’re doing
  • 16. Go DIY when you need to
  • 17. Embrace real-time
  • 18. Capture moments you’d like to see again
  • 19. Have fun with locations, check-ins and games
  • 20. Visualize data Note: Some of this data is not final. This is only an example.
  • 21. Visualize data Note: Some of this data is not final. This is only an example.
  • 22. @ThatDrew @GaryVee @kk Photo taken 5 Mins. Earlier Know your audience
  • 23. Integrate design, communications, and tech
  • 24.
    • C uration .
  • 25. “ 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
  • 26.
    • 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
  • 27. Listen, make lists, and be curious
  • 28. http://bit.ly/gicHCR Know the tools and services available
  • 29. Remember: Machines filter, humans curate
  • 30. Think big
  • 31. Bridge online and offline
  • 32. Always give credit
  • 33. Always link back
  • 34. Thank content creators
  • 35. Involve your audience / community
  • 36. Provide insight, expertise and meaning
  • 37. Enable offline experiences
  • 38.
    • C ultivation .
  • 39. “ 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
  • 40.
    • 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
  • 41. Constantly engage publicly and privately
  • 42. Leverage tools to know what your audience values
  • 43. Know where they are coming from
  • 44. Fail no one
  • 45. Be patient and practice being conversational
  • 46. Provide or facilitate customer service
  • 47. Genuinely say thank you
  • 48. Enable Conversations
  • 49. Be part of offline communities and meet IRL
  • 50. Connect the world with your company
  • 51.
    • Relationships matter
  • 52. That is why you create content That is why you curate content That is why you cultivate long-term relationships online & offline
  • 53.
    • 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: