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

4. Museum Editors
via Flickr: pietel
via Flickr: yushimoto_02
DJ’s & TV Internet
via Flickr: trentkelly

6. Prelude
Intro
What is Curation?
Good Curation in Action.
Starting.
What do you get?

7. It’s common

8. It’s where you
might not expect it.

9. It’s often
analogue.

10. It can be
social stuff

11. It can be
your news.
Sonos.com

12. Controlled?

13. It can be your
own stuff.

14. Problems 1. The HIGH cost of content.
2. Curating manually cost too much $ & time.
curation 3. How do WE leverage social content; customer reviews?
can solve 4. Banner ads are both costly & not flexible.
5. How do we make our Facebook page relevant?
6. Could we get an ad-word advantage?
7. Can we monitor more tightly & cheaply simultaneously?
8. Our return visits are awful; our conversions are worse.
9. Being the perceived authority

15. Intro

16. Media was
via Flickr: bjornmeansbear
via You Tube: ollycourtney

17. Interruption
assumption
via Flickr: susanica

18. Brands purchase
attention
via Flickr: dcdead

19. Brands could
create attention
They have:
$
+
Expertise
+
Time
+
Desire (business case)
+
Many Channels
=
Opportunity
via Flickr: frenchkheldar

20. Pieces of the digital ecosystem
CMS
•Simple to complex
Media Companies
•TV, Radio, Print, Movie,
etc.
Corp Sites Mobile
•Big to Small, Social News •Txtʼs, Apps, Search
Brochure like Web, Calls,
•Digg, reddit, etc. •Ads, text, standard,
Games, AR,
rich
etc.
Micro Sites
•Mostly per product Social
•Twitter, Facebook, Environments
Myspace, blogs, Social Storage • Plane, Airport,
etc. •Flickr, You Tube, Library, Train,
Vimeo, Twitpic, etc. School, Hospital,
Stadium, desk,
Car, etc.
Corp. Social
Shopping •Own social
•Companies,
network, Burton, Devices
Ning, Psssst, etc.
categories, products, •Computers, TVʼs,
etc. Tablets, Netbooks,
Ambient, GPS, etc.
APIʼs Systems
Storage/Hosting •Twitter, BBY, etc.
•iTunes, Kindle,
•MT, S3, EC2, etc. Nike +, B Cycle,
Data Sites Banners Keep the Change,
•Ads, text, Coasting, etc.
•Forester, Compete, standard, rich,
Spyfu, etc. fcn, etc.

21. Attention now
Paid Media
Owned Media
via Flickr: mikeygottawa
Earned Media
via You Tube: NeoBen via You Tube: valkyrie470

22. Paid Media

23. Earned Media

24. Earned Media

25. Earned Media

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

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via Cadbury

28. Channels
via Flickr: chazzlayne

29. Brands can now
curate for attention
via Flickr: hint-of-plum

30. We seek the results
of curation.
via Flickr: woodleywonderworks

31. Avalanche of
content

32. So we search

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

34. What is Curation?

35. “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

36. Curation isn't just about finding content.
It’s about commenting on why it’s found to be
relevant, important and included.

37. Curator
characteristics
via Flickr: sookie

38. Curators
cultivate
Awareness
Consideration
Conversation
Community
Participation
Interaction
Engagement
Affinity
Trust
via Flickr: mattwhy/

39. 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

40. Enabling
constraints
via Flickr: ♥babybee

41. 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

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

43. Museum Curators Editors
Square feet Seconds & Time of day
Exhibit theme Station Format
Availability Audio/VideSquare inches
Politics Sections
Press time
Circulation
via Flickr: pietel
via Flickr: yushimoto_02
DJ’s & TV Internet
Seconds & Time of day Brochures Digitized
Station Format
Audio/Video
Ratings
via Flickr: trentkelly via Flickr: bibiko

44. We need
Control
Approach content with
binary selection.
#hashtags are not
enough

45. Good curation in action

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

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

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

49. Individual
Channels
It’s not ALL he says.
It’s selections of the
_____ stuff.

50. ESPN
Sports Center
Baseball Tonight
Totally NASCAR

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

52. iTunes genius
Algorithmic
Activity based
Collection Based

53. Starting

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

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

56. We all want to
be smarter
Q: Smarter about
what?
Huge selection of
content makes it both
difficult & easy.
Options:
_What we’re buying
_What experts think
_What friends think
_What brands say

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

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

59. Distribution
via Flickr: alexjcrawford

60. What do you get?

61. Curation =
Celebrated Constraints

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

63. 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

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

65. Curation =
adding value
Provides a service that
saves time, becomes
depended on, even
essential.
via Flickr: rests

66. Curation =
cultivating trust
Consistently delivering
quality over time
builds trust.
via Flickr: thomashawk

67. “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.”

68. Thank you!

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