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Javier Guallar. El perfil del content curator

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Javier Guallar. El perfil del content curator. Madrid, UOC, 18 septiembre 2014

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Javier Guallar. El perfil del content curator

  1. 1. #SMCUOC El perfil del content curator Javier Guallar Social media content: las nuevas profesiones UOC Madrid, 18 septiembre 2014
  2. 2. Origen del término content curator: 2009, relacionado con un nuevo profesional especialista en el filtrado de contenidos en la Web Internet en 2009 (y en la actualidad) Red de contenidos sociales y multimedia en continuo crecimiento: Social Multimedia Crecimiento continuo (infoxicación) Origen #SMCUOC
  3. 3. In the near future, experts predict that content on the web will double every 72 hours. The detached analysis of an algorithm will no longer be enough to find what we are looking for. To satisfy the people's hunger for great content on any topic imaginable, there will need to be a new category of individual working online. Someone whose job it is not to create more content, but to make sense of all the content that others are creating. To find the best and most relevant content and bring it forward. The people who choose to take on this role will be known as Content Curators Origen: Manifiesto de Bhargava (2009) #SMCUOC
  4. 4. Curator (en inglés): = cuidador de = especialista que prepara una selección o colección de obras para una exposición sobre un determinado tema o artista (en el mundo de los museos y del arte) = especialista en un determinado tema y que selecciona una colección de objetos Content curator = especialista que selecciona una colección de contenidos en internet El término “Content curator” #SMCUOC
  5. 5. Opciones: Traducción literal: curador de contenidos curación de contenidos curaduría de contenidos Término en inglés: content curator content curation Otras opciones: responsable de contenidos gestor de contenidos editor de contenidos El término “Content curator” #SMCUOC
  6. 6. Rohit Barghava (2009): “Un content curator es alguien que encuentra, agrupa, organiza y comparte continuamente el contenido mejor y más relevante sobre un tema específico online” Definiciones #SMCUOC
  7. 7. Dolors Reig (2010): “Un Content Curator, un Intermediario crítico del conocimiento, es alguien que busca, agrupa y comparte de forma continua (recordemos la real time web que vivimos) lo más relevante (separa el grano de la paja) en su ámbito de especialización” Definiciones #SMCUOC
  8. 8. Steven Rosenbaum (2012): “Curation es la actividad que llevan a cabo personas apasionadas por un área de contenido, consistente en encontrar, contextualizar y organizar información. Proporcionan una constante actualización de aquello que es interesante, está pasando, y es cool en su foco de interés. Tienen un punto de vista personal y coherente, y proporcionan un contexto fiable al contenido que descubren y organizan” Definiciones #SMCUOC
  9. 9. Sistema llevado a cabo por un especialista (el content curator) para una organización o a título individual, consistente en la búsqueda, selección, caracterización y difusión continua del contenido más relevante de diversas fuentes de información en la web sobre un tema (o temas) y ámbito (o ámbitos) específicos, para una audiencia determinada, en la web (tendencia mayoritaria) o en otros contextos (p.e., en una organización), ofreciendo un valor añadido y estableciendo con ello una vinculación con la audiencia/usuarios de la misma. Guallar & Leiva (2013) #SMCUOC
  10. 10. El proceso: las 4S’s de la content curation http://www.loscontentcurators.com/las-4ss-de-la-content-curation/ #SMCUOC
  11. 11. Diseño de una curación de contenidos #SMCUOC http://www.orestesocialmedia.com/diseno-y-planificacion-en-content-curation-hilando-fino/
  12. 12. Las 4S’s de la content curation http://www.orestesocialmedia.com/content-curation-una-estrategia-de-marketing-online-de-gama-alta-ii-parte/ #SMCUOC
  13. 13. Perfil profesional del content curator #SMCUOC
  14. 14. 1. Competencias centrales: -Competencias en Gestión de la información En especial, habilidades de búsqueda, selección y difusión de todo tipo de contenidos, y conocimiento de las tecnologías, técnicas, fuentes de información y recursos relacionados. -Competencias en Comunicación Principalmente, conocimiento de la audiencia y de las técnicas de comunicación con la misma, así como de redacción de contenidos, con las tecnologías, técnicas y recursos relacionados. El content curator ideal (1) #SMCUOC
  15. 15. 2. Competencias específicas de la orientación de la curation: - Content curation en Marketing: conocimiento de técnicas y estrategias de análisis de mercado y de marketing de contenidos. - Content curation en Inteligencia competitiva: conocimiento de las técnicas del análisis de inteligencia - Content curation en Periodismo: conocimiento, entre otras, de técnicas de redacción periodística -… El content curator ideal (2) #SMCUOC
  16. 16. 3. Competencias específicas temáticas y tecnológicas: -Conocimiento de la temática o ámbito específico a curar. El CC debe conocer bien el tema o ámbito sobre el que hace su trabajo (la content curation es temática) -Conocimiento del social media. El CC debe ser un experto conocedor de los medios sociales, y estar al día de los diferentes productos y servicios que van surgiendo día a día en internet: apasionado de las tecnologías 2.0 y el social media. El content curator ideal (3) #SMCUOC
  17. 17. Perfil profesional en las organizaciones -¿perfil profesional propio? (sí en Estados Unidos, poco en España) - actividad de curation la realizan: - community managers - content managers - departamentos de social media - departamentos de contenidos - departamentos de gestión del conocimiento - departamentos de inteligencia competitiva - profesionales de la información en todo tipo de centros y unidades de información #SMCUOC
  18. 18. -Tres escenarios en organizaciones: -Asunción de funciones CC por parte del CM -Perfiles diferenciados -Perfiles híbridos Community manager vs. content curator #SMCUOC http://eprints.rclis.org/22996/
  19. 19. Más información #SMCUOC http://www.loscontentcurators.com/el-content-curator-libro/ http://www.loscontentcurators.com/las-4ss-de-la-content-curation-ebook/
  20. 20. Javier Guallar jguallar@gmail.com @jguallar loscontentcurators.com ¡GRACIAS! #SMCUOC

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