Curators' Content

C Ccurators’ content SHAPE LIQUID IDEAS

… is not“content curation”.

content curation content curation co d di al i git g itent content n a l identify organize share by algorithms

thebest recommendation isn’tone that comes from an algorithm,it comes from a human being. jeff yasuda

what curators do.

they don’t collect thinks to sharebut to create and present new,original content out of it.

the person is the ﬁlter.

the duty is to correlate things,so context will be built.

a curator’s mission is to open new,unexpected perspectives.

differentthe outcome isfrom the source. through form,function, meaning or design.

curation is trending. at the curatorsconference 2012 in ny, the word got tossedaround so much that it became comical. erin grifﬁth

“i love the way you curated that outﬁt from your wardrobe. thanks.”

“that was a really well-curated sentence.” “i know. i curated the words from my vocabulary.”

#cure-gasm!

why curating is relevant. [consumer perspective]

curating - the trustworthydecision guidance fromuser to user expertise

curating is inspirationit lets you see thingsyou haven’t seen before

curating causes identiﬁcation through shared passion

curating can become a movementpeople take social responsibility & co-create public environment

curators create their own brandto support a niche product thatis displaced by the mass market

why curating is relevant. [brand perspective]

strong and sustaining brandshave something more to say than justbuy me - in various phrases, of course.

for this purpose content (marketing) is acommanding tool to build long-termrelationships with the customer.

brands can act more like people as theybecome curators of shared interests.

by their engagement to serve relevantcontent to the audience beyond sale,brands become content creators.

some neat examples.

red bull

curating becomesbrand strategy

the event drew untold millions in earnedmedia. more than 8 million peoplewatched the live stream online. #stratos#redbull were trending on twitter…

ccitdf

by regulation and uniqueness ofbrand speciﬁc content, red bull increasesthe brand value and beneﬁt serially.

bmw guggenheim lab

curating by a majornew global initiative

in times of permanent crisis and change,values become more relevant to thecostumer. brands can build trust designby playing an active role in society.

participants co-create awesomebeneﬁt & insights - brands like bmw can continue processing

multidisciplinary curating beyond brandcompetence raises the level ofmarketing, communication and innovation.

arte creative

a curated platform to set newpattern for creativity & quality

with opening an interactive dimension tothe core values, the platform deepensthe engagement & sustains the brand.

heineken

open innovation enhances the brandand focus on customer centricity

make fans out of your costumers. letthem co-create the brand - they will bringunique & relevant ideas from their context.

ﬁnally real curating is a mindset andas a curator you are privileged to dowhat you are passionate about.

here follows the strategy part. hope you don‘tmind if i keep it conﬁdential. it‘s for the clientonly. feel free to draw your inspiration from thisworkshop session. if you are interested in morefor your brand… ping me. i am always interestedin collaboration.

thank you ! SHAPE LIQUID IDEAS

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Curators' Content

by Carmen Sieverding on Nov 01, 2012

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