CREATING, CURATING AND CULTIVATING THE SOCIAL WEB How Brands Can Make Sense of the Madness Esteban Contreras Social Media ...
Esteban and Somerlea, 2002
Years of shared experiences
Online relationships are as human as offline relationships
<ul><li>To build a relationship,  you need to  show  that you care </li></ul>
The creation and curation of relevant content, coupled with the cultivation of a relationship, leads to trust
<ul><li>C reation . </li></ul>
Why   You Need to Create Hugh Macleod
<ul><li>Strive to be engaging, balanced and experimental </li></ul><ul><li>Never be boring </li></ul><ul><li>Plan and coor...
Strive to be engaging, balanced and experimental
<ul><li>“ Don’t speak  unless you can improve on  the silence.”   - Spanish Proverb </li></ul>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.
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
<ul><li>C uration . </li></ul>
“ Brands have the expertise, the time, and the money to be great editors and curators of digital content. It seems reasona...
<ul><li>Listen, make lists, and be curious </li></ul><ul><li>Know the tools and services available </li></ul><ul><li>Remem...
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
<ul><li>C ultivation . </li></ul>
“ We have entered a new era in which developing strong consumer relationships is pivotal to a brand or company’s success ....
<ul><li>Constantly engage publicly and privately  </li></ul><ul><li>Leverage tools to know what your audience values </li>...
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
<ul><li>Relationships matter </li></ul>
That is why you  create   content That is why you  curate   content That is why you  cultivate   long-term relationships o...
<ul><li>T hank You . </li></ul>www.twitter.com/samsungesteban   www.twitter.com/socialnerdia   www.facebook.com/estebancon...
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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 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

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

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