This document discusses how brands can leverage curation to gain attention in today's media landscape. It defines curation as the filtering and presentation of content according to a plan or idea. Good curators build trust, awareness, and engagement through choosing quality content and commentary. While the internet provides unlimited content, enabling constraints like time or theme help create value. Curation can benefit brands by cultivating trust, taste-making, noise-canceling, advocacy, and adding value for audiences.

1. Curation FTW
Celebra Joseph Rueter
@josephrueter
ting
Constra
ints

2. Brands Had
Ink on Paper
Light Rays in 30 second bursts
via Flickr: bjornmeansbear
via You Tube: ollycourtney

3. Brands Have
$
+
Expertise
+
Time
+
Desire (business case)
+
Channels
=
Opportunity
via Flickr: frenchkheldar

4. Attention
Focus then interruption.
via Flickr: susanica

5. Brands have
purchased attention
Times Square
Super Bowl
Magazines
News
via Flickr: dcdead

6. Attention
Paid Media
via Flickr: chedder
Earned Media
Owned Media
via You Tube: NeoBen via You Tube: valkyrie470
via Flickr: mikeygottawa

7. “In the past you were what you owned.
Now you are what you share.”
— Charles Leadbeater, We Think

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. Brands can now
curate for attention
The result is earned Media
via Flickr: hint-of-plum

10. We seek, the results of
curation.
The best of...
The right stuff about...
Easy to access and quick
via Flickr: woodleywonderworks

11. Avalanche of Content
To much content online.
Manage it and it’s enjoyable.

12. So we search
Sometimes it works.
Most times it’s overwhelming.
Organization is not always enough.

13. “Curation comes up when search stops working,”
— Clay Shirky, NYU Professor

14. What is Curation?

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. Curation isn't just about finding content but about
commenting on why we find it relevant & important.

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. Good Curators
Curators Build/Gain:
Trust
Awareness
Consideration
Conversation
Community
Participation
Interaction
Engagement
Affinity
via Flickr: pagedooley

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. "The more abundant creation becomes the more
valuable (read: scarce) curation becomes."
— Jeff Jarvis, blogger, author & educator

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. Enabling Constraints
Boundaries, limitations and
constraints enable value creation
and stability.
via Flickr: ♥babybee

23. Museum Curators
Square feet
Exhibit theme
Availability
Politics
via Flickr: yushimoto_02

24. Book & Publication
Editors
Square inches
Sections
Press time
Circulation
via Flickr: pietel

25. DJ’s & TV
Seconds & Time of day
Station Format
Audio/Video
Ratings
via Flickr: trentkelly

26. Good curation in action

27. Paola Antonelli
MOMA Senior Design Curator
“exquisitely expert”
“a form of performance...”
via Flickr: TED Conference

28. Guides
Ski Guides
Concierges
Park Rangers
Professors
Experts
via Flickr: lavigie

29. Blogs
PSFK
Core77
Lifehacker
Venture Beat
Seth Godin
Gaping Void
Mashable
Engadget
Google Blog

30. Individual Channels
Sh*tmydadsays
It’s not all he says. It’s selections of
the funny stuff.

31. ESPN
Sports Center
Baseball Tonight
Totally NASCAR

32. iTunes Genius
Activity based
Collection Based

33. Networks
USA - Characters Wanted
TNT - Drama
TBS - Funny
Food Network
HGTV
Discovery

34. How does it work?

35. Raw Materials
Desire
Content
Strategy
Tool Kit
Distribution
via Flickr: shelley_geo

36. Desire
Future of Marketing and Advertising
is doing things FOR and
WITH people.
via You Tube: valkyrie470

37. Content
What’s available.
What can be instigated.

38. Strategy
What insights? Data?
Connections to Brand DNA
Constraints
Activation
via Flickr: sameli

39. Distribution
Ship.
via Flickr: alexjcrawford

40. What do you get?

41. Curation =
Taste-making
Noise Canceling
Advocacy
Added Value
Cultivating Trust

42. Curation =
Taste-making
Brands want to be trusted and
looked to.
"We think you might appreciate
___________."
via Flickr: punch_pizza

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. Curation =
Advocacy
Brands Stand for things.
"These people and/or this cause are
doing things we agree with..."
via Flickr: tedconferance

45. Curation =
Adding Value
Provides a service that saves time,
becomes depended on even
essential.
via Flickr: rests

46. Curation =
Cultivating Trust
Consistently delivering quality over
time builds authority.
via Flickr: thomashawk

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. Curation FTW
Celebra Joseph Rueter
@josephrueter
ting
Constra
ints