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Building Thought Leadership through Content Curation
 

Building Thought Leadership through Content Curation

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Presentation given at WebCom Montreal, November 16, 2011

Presentation given at WebCom Montreal, November 16, 2011

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    Building Thought Leadership through Content Curation Building Thought Leadership through Content Curation Presentation Transcript

    • BuildingTHOUGHT LEADERSHIP in an age ofCURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s University • @corinnew
    • cu • ra • tor
    • cu • ra • torSomeone who plans and oversees thearrangement, cataloguing, and exhibitionof collections. S/he describes andanalyzes valuable objects for the benefitof researchers and the public.
    • contentIS KING
    • content
    • contentcreated
    • content aggregatedcreated
    • content aggregatedcreated curated
    • contentcuration vs. aggregation
    • sper•ma•lo•gos - a bird picking up seeds here and there.A loafer in the marketplace who picks up scraps of learning& then parades them around without first digesting them.
    • An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.
    • An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.
    • Is bundling tweets and repackaging them in newspaper style format really curation?
    • Is bundling tweets and repackaging them in newspaper style format really curation?
    • A curator adds a point of view and contextualizes the info s/he is culling together thereby framing the message
    • “ Anyone can collect links, and algorithms can aggregate. But only trained editors have the skills to select and collect the best information and build a “ loyal audience. - Mark Briggs, Journalism Next
    • curationHow to become a KING
    • curationHow to become a KING
    • STEPSto successfulcuration
    • findSTEPSto successful track selectcuration engage editorialize share arrange create
    • 1. FIND • Identify your niche
    • 1. FIND • Identify your niche • Find content sources
    • 1. FIND • Identify your niche • Find content sources - set up a network (PLN)
    • 1. FIND • Identify your niche • Find content sources - set up a network (PLN) • Aggregate what you discover
    • “ The summation of human experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the momentarily“ important item is the same as was used in the days of square-rigged ships.
    • “ The summation of human experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the momentarily important item is the same as was used in the days of square-rigged ships. “ Vannevar Bush, 1945
    • 2. SELECT • Filter content
    • 2. SELECT • Filter content • Select content:
    • 2. SELECT • Filter content • Select content: - quality
    • 2. SELECT • Filter content • Select content: - quality - originality
    • 2. SELECT • Filter content • Select content: - quality - originality - relevance
    • 3. EDITORIALIZE • Contextualize content
    • 3. EDITORIALIZE • Contextualize content • Introduce/summarize
    • 3. EDITORIALIZE • Contextualize content • Introduce/summarize • Add your perspective
    • A retweet with no comment of your own can easily be seenas a sign of approval of what you’re relaying. For instance:RT @jonescampaign smith’s policies would destroy ourschoolsUnadorned retweets must be avoided. Use colons &quote marks to make clear you’re simply retweetingopinionated material.RT Jones campaign now denouncing smith on education:@jonescampaign smith’s policies would destroy our schools
    • Arrange4. • Sort content
    • Arrange4. • Sort content • Rank content
    • Arrange4. • Sort content • Rank content • Lay out content
    • Arrange4. • Sort content • Rank content • Lay out content - Juxtaposition
    • INFO MOLECULES“A curator is an information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” - Scoble
    • INFO MOLECULES“A curator is an information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” - Scoble
    • CREATE5. • Decide on a format
    • CREATE5. • Decide on a format - Paper.li, Scoop.it
    • CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful
    • CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation
    • CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation • Credit sources
    • SHARE6. • Identify your audience
    • SHARE6. • Identify your audience • What media do they use?
    • SHARE6. • Identify your audience • What media do they use? - share where they are
    • SHARE6. • Identify your audience • What media do they use? - share where they are • Sharing as a lagniappe
    • 7. ENGAGE • Host the conversation - Provide space - Participate - Animate
    • 8. TRACK • Track engagement
    • 8. TRACK • Track engagement • Track thought leadership
    • 8. TRACK • Track engagement • Track thought leadership • Improve
    • curationEXAMPLES from the eld of journalism
    • “ Every company needs to become a media company - Tom Foremski “
    • AndySenior Strategist @ NPRCARVIN
    • Bing’s editor’s picks
    • Cattenom:World’s 7th largest nuclear power plant
    • Cattenom:World’s 7th largest nuclear power plant
    • Cattenom:World’s 7th largest nuclear power plantFirst nuclear power plant to tweet
    • .5% ()623 Tweets IndividualsMarch 11 - April 11Major Switch to Retweets 31.1% (194) Industry 18% (112) Gov. orgs .2% () Automotive 12.7% (79) Orig. Tweets 28.9% (180) News 8.7% (54) Politicians
    • An aggregation of industry, gov. & media voicesLearned the language of RTs
    • Curation using Scoop.it
    • Disney’s Campaign Why use visitor’s video footage?
    • Disney’s Campaign Why use visitor’s video footage?
    • creditsCorinne Weisgerber, Ph.D.Asst. Prof. of Communication St. Edward’s University Twitter: @corinnew