A Bargain Bin MoMA: Content Curation on a Budget


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Presented at Ignite Boston 7, March 4, 2010

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  • But we're also the mailman, repair man, house painter, plumber...
  • What is curation? Bringing together a collection of media that ties back to a particular idea or, in this case, brand simply pulling stuff together is not enough, we need to start thinking about it. our community is creating content of value to us, but we need to take advantage of it
  • Curate a collection of content that aligns with your brand. Make your site a destination for those seeking valuable content Some of it is "found art," some is solicited, some is yours, but you bring it together.
  • This is a process taking how we as individuals naturally filter the web, and externalizing it for a broader purpose, around a specific idea Our task: Turn this outward, not inward Let's first focus on the found art...
  • there are some enterprise level social listening solutions like Radian6, but since we're on a budget, we'll rely on feeds and tags
  • cost? content is free, only investment is your time, but the ROI for the time invested can be significant in making up for resources you don't have curation can be powered by individual (passive aggressive notes) or powered by the collective (icanhascheezburger)
  • The Picasso in the attic is not doing anyone any favors.
  • why i started doing Jumble - short on time and resources but i was finding all this great content out there - why not pull together the best of the best into a blog - i may not have a tribe of student bloggers or a robust video production team, but by leveraging my social monitoring into content development, i can pretend i do -- with the added benefit of the content having more intrinsic value because it was created by the community - organic, authentic. my curation makes it brand-aligned.
  • link to this from the homepage fills a middle ground between our other online publications - more than a tweet, less than a story, quick turnaround, less formal expectations. - link to this from website, SM channels
  • people submit contributions that you then curate this is widespread - blog of unnecessary quotation marks, passive aggressive notes, people of walmart -- curated by an individual can be done through tumblr and posterous - talk more about those shortly i can has cheezburger - curated by the community and by tagging
  • tumblr allows submissions via the blog posterous allows for posting by e-mail - simply email your media to an address and you can set up posterous to crosspost to twitter, youtube, etc.
  • Twitter Lists - aggregate your retweet fodder Use List Widgets to use lists as content or hashtag streams as content Journalists - gatekeepers - social media presents a whole new level of gatekeeping - noise filtration newspapers were doing this during haiti, during fort hood attacks -- google reader - blog bookmarking, add comments
  • Direct is an API that allows you to accept and moderate video submissions for specific assignments YouTube lets you favorite videos and you could use that to curate best videos on a specific topic, and you can feed out your favorites Playlists are an even finer mode of curating YouTube videos into themed collections and embed them on your website Youtube has guest curators for its homepage every month - it understands the value of this
  • delicious - social bookmarking - put the social back in it, feed out links to relevant websites, by tag even publish2 - tool for news orgs to curate and disseminate relevant news links
  • Flickr - feed out the favorites from your account or create pools - like Bostonist does, or have 
  • recognizing value of the community, top-down model is out the window making things easy for the user the tools are free and plentiful can't underestimate the time, but the roi is potentially huge so much content out there, time to wrangle it
  • recognizing value of the community, top-down model is out the window making things easy for the user the tools are free and plentiful can't underestimate the time, but the roi is potentially huge so much content out there, time to wrangle it
  • A Bargain Bin MoMA: Content Curation on a Budget

    1. 1. A Bargain-Bin MoMA:  Content Curation on a Budget Georgy Cohen Managing Editor, Web Communications, Tufts University Ignite Boston 7 March 4, 2010 @radiofreegeorgy georgycohen.com
    2. 2. Where's the Fire? <ul><ul><li>Content stream is like a firehose </li></ul></ul><ul><ul><li>It's our job to be the fireman, guiding the nozzle </li></ul></ul>How can we make the most of the stream?
    3. 3. Watch Out, I'm Switching Metaphors <ul><li>Aggregation           Curation </li></ul><ul><li>  (Firehose)            (Fireman) </li></ul>User-Generated           Curated              Content           Content    Our channels are living museums,  and we are the curators.
    4. 4. Welcome to MoMA <ul><li>M useum  </li></ul><ul><li>o f  </li></ul><ul><li>M aximized </li></ul><ul><li>A ssets </li></ul>
    5. 5. What They're Saying <ul><ul><li>Robert Scoble: &quot;[Curation is the] next evolution of digital storytelling.&quot; </li></ul></ul><ul><ul><li>Steve Rubel: &quot;Digital curation will be the next big thing to shake the web.” </li></ul></ul><ul><ul><li>Steve Rosenbaum: “Digital curation is the future of media: it’s more detailed, more multi-faceted and nuanced. And, just more.”  </li></ul></ul>
    6. 6. You Are Already Doing This! <ul><li>Curation is a reflexive way to make sense of the web: </li></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Favoriting </li></ul></ul><ul><ul><li>Recommending </li></ul></ul>
    7. 7. Social Listening Station <ul><li>Good ol' Google Reader </li></ul>&quot;Grow bigger ears.&quot;  - @chrisbrogan
    8. 8. Sifting for Gold <ul><ul><li>Sift through dirt for gems </li></ul></ul><ul><ul><li>Gems  = organically brand-aligned content </li></ul></ul><ul><ul><li>Authentic and original </li></ul></ul>
    9. 9. Tagging: The Currency of Curation <ul><ul><li>Something can only be found if it wants to be found. </li></ul></ul><ul><ul><li>When found, the curator then  sets its value. </li></ul></ul>
    10. 10. Publishing Found Content
    11. 11. Jumble go.tufts.edu/jumble <ul><ul><li>Launched 8/2009 </li></ul></ul><ul><ul><li>20,000K+ pageviews  8/2009-1/2010 </li></ul></ul>
    12. 12. Artists' Colony <ul><ul><li>Build community of contributors </li></ul></ul><ul><ul><li>Get them invested in the brand and the outlet </li></ul></ul>
    13. 13. Curation Platforms <ul><ul><li>Tumblr </li></ul></ul><ul><ul><ul><li>My Parents Were Awesome </li></ul></ul></ul><ul><ul><li>Posterous </li></ul></ul><ul><ul><ul><li>http://austinheat.posterous.com/ </li></ul></ul></ul><ul><ul><li>Wordpress, Blogger, any ol' blogging platform </li></ul></ul><ul><ul><ul><li>All content needs a home </li></ul></ul></ul>
    14. 14. Curation Platforms <ul><ul><li>Twitter Lists  & List Widgets </li></ul></ul><ul><ul><ul><li>http://twitter.com/nytimes/chile-earthquake </li></ul></ul></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><ul><li>http://www.google.com/reader/shared/chrisbrogan </li></ul></ul></ul>
    15. 15. Curation Platforms <ul><ul><li>YouTube </li></ul></ul><ul><ul><ul><li>Direct whdh.com </li></ul></ul></ul><ul><ul><ul><li>Favorites youtube.com/tuftsu </li></ul></ul></ul><ul><ul><ul><li>Playlists  http://www.youtube.com/user/TheWoosterCollective </li></ul></ul></ul><ul><ul><ul><li>Curators http://youtube-global.blogspot.com/search/label/curators </li></ul></ul></ul>
    16. 16. Curation Platforms <ul><ul><li>Delicious </li></ul></ul><ul><ul><ul><li>  http://del.icio.us/agahran </li></ul></ul></ul><ul><ul><li>Publish2 </li></ul></ul><ul><ul><ul><li>http://www.publish2.com/newsgroups/grist-food </li></ul></ul></ul>
    17. 17. Curation Platforms <ul><ul><li>Flickr  </li></ul></ul><ul><ul><ul><li>Favorites </li></ul></ul></ul><ul><ul><ul><li>Groups & pools </li></ul></ul></ul><ul><ul><li>Cover It Live </li></ul></ul><ul><ul><ul><li>Live-blogging tool </li></ul></ul></ul><ul><ul><ul><li>Real-time event coverage </li></ul></ul></ul><ul><ul><ul><li>Pull in tweets, video, images </li></ul></ul></ul><ul><ul><ul><li>Moderate live chats </li></ul></ul></ul>
    18. 18. Wrapping Up <ul><ul><li>The new model </li></ul></ul><ul><ul><li>It's about value </li></ul></ul><ul><ul><ul><li>Worthwhile </li></ul></ul></ul><ul><ul><ul><li>Affordable </li></ul></ul></ul><ul><ul><li>Do-it-yourself </li></ul></ul>
    19. 19. Wrapping Up <ul><ul><li>Get as much out as you put in </li></ul></ul><ul><ul><li>The web needs  more firemen </li></ul></ul><ul><ul><li>Authenticity reigns </li></ul></ul>
    20. 20. Thank you! <ul><li>Any questions? </li></ul><ul><li>We probably </li></ul><ul><li>don't have time  </li></ul><ul><li>for them, anyway.  </li></ul><ul><li>Contact : </li></ul><ul><li>@radiofreegeorgy | georgycohen.com | safedigression.org (blog) </li></ul>Related links/photo credits: http://bit.ly/ignitecuration