Building Thought Leadership through Content Curation
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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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  • 1. BuildingTHOUGHT LEADERSHIP in an age ofCURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s University • @corinnew
  • 2. cu • ra • tor
  • 3. 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.
  • 4. contentIS KING
  • 5. content
  • 6. contentcreated
  • 7. content aggregatedcreated
  • 8. content aggregatedcreated curated
  • 9. contentcuration vs. aggregation
  • 10. 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.
  • 11. An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.
  • 12. An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.
  • 13. Is bundling tweets and repackaging them in newspaper style format really curation?
  • 14. Is bundling tweets and repackaging them in newspaper style format really curation?
  • 15. A curator adds a point of view and contextualizes the info s/he is culling together thereby framing the message
  • 16. “ 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
  • 17. curationHow to become a KING
  • 18. curationHow to become a KING
  • 19. STEPSto successfulcuration
  • 20. findSTEPSto successful track selectcuration engage editorialize share arrange create
  • 21. 1. FIND • Identify your niche
  • 22. 1. FIND • Identify your niche • Find content sources
  • 23. 1. FIND • Identify your niche • Find content sources - set up a network (PLN)
  • 24. 1. FIND • Identify your niche • Find content sources - set up a network (PLN) • Aggregate what you discover
  • 25. “ 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.
  • 26. “ 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
  • 27. 2. SELECT • Filter content
  • 28. 2. SELECT • Filter content • Select content:
  • 29. 2. SELECT • Filter content • Select content: - quality
  • 30. 2. SELECT • Filter content • Select content: - quality - originality
  • 31. 2. SELECT • Filter content • Select content: - quality - originality - relevance
  • 32. 3. EDITORIALIZE • Contextualize content
  • 33. 3. EDITORIALIZE • Contextualize content • Introduce/summarize
  • 34. 3. EDITORIALIZE • Contextualize content • Introduce/summarize • Add your perspective
  • 35. 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
  • 36. Arrange4. • Sort content
  • 37. Arrange4. • Sort content • Rank content
  • 38. Arrange4. • Sort content • Rank content • Lay out content
  • 39. Arrange4. • Sort content • Rank content • Lay out content - Juxtaposition
  • 40. 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
  • 41. 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
  • 42. CREATE5. • Decide on a format
  • 43. CREATE5. • Decide on a format - Paper.li, Scoop.it
  • 44. CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful
  • 45. CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation
  • 46. CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation • Credit sources
  • 47. SHARE6. • Identify your audience
  • 48. SHARE6. • Identify your audience • What media do they use?
  • 49. SHARE6. • Identify your audience • What media do they use? - share where they are
  • 50. SHARE6. • Identify your audience • What media do they use? - share where they are • Sharing as a lagniappe
  • 51. 7. ENGAGE • Host the conversation - Provide space - Participate - Animate
  • 52. 8. TRACK • Track engagement
  • 53. 8. TRACK • Track engagement • Track thought leadership
  • 54. 8. TRACK • Track engagement • Track thought leadership • Improve
  • 55. curationEXAMPLES from the eld of journalism
  • 56. “ Every company needs to become a media company - Tom Foremski “
  • 57. AndySenior Strategist @ NPRCARVIN
  • 58. Bing’s editor’s picks
  • 59. Cattenom:World’s 7th largest nuclear power plant
  • 60. Cattenom:World’s 7th largest nuclear power plant
  • 61. Cattenom:World’s 7th largest nuclear power plantFirst nuclear power plant to tweet
  • 62. .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
  • 63. An aggregation of industry, gov. & media voicesLearned the language of RTs
  • 64. Curation using Scoop.it
  • 65. Disney’s Campaign Why use visitor’s video footage?
  • 66. Disney’s Campaign Why use visitor’s video footage?
  • 67. creditsCorinne Weisgerber, Ph.D.Asst. Prof. of Communication St. Edward’s University Twitter: @corinnew