Curation FTW
Celebra   Joseph Rueter
          @josephrueter
ting
Constra
ints
Brands Had
Ink on Paper
Light Rays in 30 second bursts




                                 via Flickr: bjornmeansbear



...
Brands Have
$
+
Expertise
+
Time
+
Desire (business case)
+
Channels
=
Opportunity




                         via Flickr...
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




     ...
“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 a...
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




                   ...
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 ...
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 env...
Good Curators
Curators Build/Gain:
 Trust
 Awareness
 Consideration
 Conversation
 Community
 Participation
 Interaction
 ...
Constraints
Enabling Constraints.

Print is bound by Square inches
Radio is bound by time.
TV is bound by images.
Museums ...
"The more abundant creation becomes the more
 valuable (read: scarce) curation becomes."
  — Jeff Jarvis, blogger, author ...
Internet = Functionally
Unlimited
Few Traditional Constraints

Low physical resource limits.
No firm production deadlines....
Enabling Constraints

Boundaries, limitations and
constraints enable value creation
and stability.




                   ...
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...”




                         ...
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.




                                      ...
Content
What’s available.
What can be instigated.
Strategy
What insights? Data?
Connections to Brand DNA
Constraints
Activation




                           via Flickr: s...
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
___________."




       ...
Curation =
Noise Canceling
It isn’t just about finding content -
it’s about determining relevancy.

“Not only do we have t...
Curation =
Advocacy
Brands Stand for things.

"These people and/or this cause are
doing things we agree with..."




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




                      ...
Curation =
Cultivating Trust
Consistently delivering quality over
time builds authority.




                             ...
“The challenge has always been memorability...
 a ‘niche’ must be created in the mind inspiring
 for people to return.”
  ...
Curation FTW
Celebra   Joseph Rueter
          @josephrueter
ting
Constra
ints
Upcoming SlideShare
Loading in …5
×

Curation FTW 02.2

1,549 views

Published on

Presented at 2010 Minnebar in Minnesota.

Published in: Technology, Sports, Business
  • Be the first to comment

Curation FTW 02.2

  1. 1. Curation FTW Celebra Joseph Rueter @josephrueter ting Constra ints
  2. 2. Brands Had Ink on Paper Light Rays in 30 second bursts via Flickr: bjornmeansbear via You Tube: ollycourtney
  3. 3. Brands Have $ + Expertise + Time + Desire (business case) + Channels = Opportunity via Flickr: frenchkheldar
  4. 4. Attention Focus then interruption. via Flickr: susanica
  5. 5. Brands have purchased attention Times Square Super Bowl Magazines News via Flickr: dcdead
  6. 6. Attention Paid Media via Flickr: chedder Earned Media Owned Media via You Tube: NeoBen via You Tube: valkyrie470 via Flickr: mikeygottawa
  7. 7. “In the past you were what you owned. Now you are what you share.” — Charles Leadbeater, We Think
  8. 8. 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
  9. 9. Brands can now curate for attention The result is earned Media via Flickr: hint-of-plum
  10. 10. We seek, the results of curation. The best of... The right stuff about... Easy to access and quick via Flickr: woodleywonderworks
  11. 11. Avalanche of Content To much content online. Manage it and it’s enjoyable.
  12. 12. So we search Sometimes it works. Most times it’s overwhelming. Organization is not always enough.
  13. 13. “Curation comes up when search stops working,” — Clay Shirky, NYU Professor
  14. 14. What is Curation?
  15. 15. “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
  16. 16. Curation isn't just about finding content but about commenting on why we find it relevant & important.
  17. 17. 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
  18. 18. Good Curators Curators Build/Gain: Trust Awareness Consideration Conversation Community Participation Interaction Engagement Affinity via Flickr: pagedooley
  19. 19. 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
  20. 20. "The more abundant creation becomes the more valuable (read: scarce) curation becomes." — Jeff Jarvis, blogger, author & educator
  21. 21. 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
  22. 22. Enabling Constraints Boundaries, limitations and constraints enable value creation and stability. via Flickr: ♥babybee
  23. 23. Museum Curators Square feet Exhibit theme Availability Politics via Flickr: yushimoto_02
  24. 24. Book & Publication Editors Square inches Sections Press time Circulation via Flickr: pietel
  25. 25. DJ’s & TV Seconds & Time of day Station Format Audio/Video Ratings via Flickr: trentkelly
  26. 26. Good curation in action
  27. 27. Paola Antonelli MOMA Senior Design Curator “exquisitely expert” “a form of performance...” via Flickr: TED Conference
  28. 28. Guides Ski Guides Concierges Park Rangers Professors Experts via Flickr: lavigie
  29. 29. Blogs PSFK Core77 Lifehacker Venture Beat Seth Godin Gaping Void Mashable Engadget Google Blog
  30. 30. Individual Channels Sh*tmydadsays It’s not all he says. It’s selections of the funny stuff.
  31. 31. ESPN Sports Center Baseball Tonight Totally NASCAR
  32. 32. iTunes Genius Activity based Collection Based
  33. 33. Networks USA - Characters Wanted TNT - Drama TBS - Funny Food Network HGTV Discovery
  34. 34. How does it work?
  35. 35. Raw Materials Desire Content Strategy Tool Kit Distribution via Flickr: shelley_geo
  36. 36. Desire Future of Marketing and Advertising is doing things FOR and WITH people. via You Tube: valkyrie470
  37. 37. Content What’s available. What can be instigated.
  38. 38. Strategy What insights? Data? Connections to Brand DNA Constraints Activation via Flickr: sameli
  39. 39. Distribution Ship. via Flickr: alexjcrawford
  40. 40. What do you get?
  41. 41. Curation = Taste-making Noise Canceling Advocacy Added Value Cultivating Trust
  42. 42. Curation = Taste-making Brands want to be trusted and looked to. "We think you might appreciate ___________." via Flickr: punch_pizza
  43. 43. 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
  44. 44. Curation = Advocacy Brands Stand for things. "These people and/or this cause are doing things we agree with..." via Flickr: tedconferance
  45. 45. Curation = Adding Value Provides a service that saves time, becomes depended on even essential. via Flickr: rests
  46. 46. Curation = Cultivating Trust Consistently delivering quality over time builds authority. via Flickr: thomashawk
  47. 47. “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.”
  48. 48. Curation FTW Celebra Joseph Rueter @josephrueter ting Constra ints

×