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Content Curation: 7 Reasons Why You Must via @HaikuDeck

Content Curation: 7 Reasons Why You Must via @HaikuDeck | BI Revolution | Scoop.it

We shocked a SEO Meetup suggesting 90% curation to 10% content creation. This deck explains why you MUST curate content. Content curation is a CSF (Crtical Success Factor) for online marketing.

7 Reasons You Must Curate Content
* Can't Create Sustainable Online Community Without Curating.
* Reach.
* Costs.
* Digitally Listening (is different).
* Authority.
* Tribes.
* Sustainable Online Community (so important its worth two listings).

Content curation is how you TEST and so protect your site's content creation. Content curation lowers your content creation costs and insures your current SEO ranks. Bet you agree, after flipping through this Hailku Deck (slides) content curation is a CSF (Critical Success Factor) for digital marketing.

Promise to follow with a deck on our favorite tools for content curation with @Scoop.itat the top of the list.

WOW, over 500 views in six hours thanks to Haiku Deck making Content Curation: 7 Reasons You Must a Featured Deck:
https://www.haikudeck.com/gallery/featured

Go directly to the deck
http://shar.es/1X0Rrc

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Red Bull's Branding Lessons via Curatti #2 on Google!

Red Bull's Branding Lessons via Curatti #2 on Google! | BI Revolution | Scoop.it

#2 Red Bull Branding
This post is about branding's journey from Tide in 1958 to Red Bull now with one inescapable conclusion - We Are All Media Companies Now.

This post about how Red Bull FOLLOWS and BRANDS their customers in juxtaposition to P&G in the old days when their brands were presumptive. P&G's marketing presumption? We will tell you how to be "good mothers".

The "Red Bull" generation, also called Millennials loves to do extreme things (extreme User Generated Content or eUGC) and have Red Bull notice, share and amplify.

This post is now in the #2 spot for the 2M documents returned on "Red Bull Branding".

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Contagious: Why Some Things Go VIRAL Jonah Berger [video]

We all know ideas and information spread through word of mouth. But according to Berger, the key to making things really popular happens long before it's dis...

Marty Note
What is the "science" behind social transmission? Only 7% of SHARES comes online. Vast majority of Word-of-Mouth happens face-to-face. Why do things get talked about and shared?

Half of what is in Tipping Point is WRONG. Focus so much on special people we ignore what is really important - the message. Need to understand the psychology of sharing.

Social Currency
Shares story of Please Don't Tell, the secret bar in NYC. http://pdtnyc.com/ Social currency effects how people see us. We like to share things that make us look smart and in the know. 

Triggers 
Why is Rebecca Black's video viral? over 300M views? Why? Triggers are stimulus that make us think about something else. Triggers make products, ideas or memes "Top of Mind".  Black, by calling her song Friday, linked to a trigger. 

Disneyland gets out viraled by Cheerios because we eat breakfast daily but only go to Disneyland every now and again. Corona has made the beach a trigger.

Coffee with Kit Kat messaging created a great trigger because you drink more coffee than you eat chocolate. By linking Kit Kat to coffee the trigger (coffee) makes people think about having chocolate.

Trojan Horses
All stories have a "surprise inside" like Will It Blend. A story or message that carries the brand for the ride. 

Berger's website and book link
http://jonahberger.com/books/contagious/  

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5 Seamingly Small Branding Moments That Make A Big Impact

5 Seamingly Small Branding Moments That Make A Big Impact | BI Revolution | Scoop.it
Branding opportunities don't have to be big to have impact. Take advantage of these 5 moments to reinforce your brand promise.

Via Mike Milazzo
Martin (Marty) Smith's insight:

Small touchpoints, especially at this time of year, can make a huge difference in winning the post-sale advocacy we depend on (See David Edleman's new conversion funnel HBR post linked from my Atlantic BT post http://www.atlanticbt.com/blog/social-medias-magic-loops/ 

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Buzz Teams and Bar Flies - How To Use Social Media As A Tactic

Buzz Teams and Bar Flies - How To Use Social Media As A Tactic | BI Revolution | Scoop.it

Created a defined team is one of my favorite social media tactics. By creating a team with a name there is a brand, an identity, that forms the team. This post discusses one of my favorite ways to include customer advocates in your social media marketing by creating a "buzz team".

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5 Cool Tools To Increase Online Branding [Infographic]

5 Cool Tools To Increase Online Branding [Infographic] | BI Revolution | Scoop.it
Infographic on building business branding with 5 professional digital tools online marketing with social media marketing & applications to increase branding
Martin (Marty) Smith's insight:

Great infographic on 5 ver cool tools to do some serious online branding from All Infographics.

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Brand Winners and Losers of 2012

Brand Winners and Losers of 2012 | BI Revolution | Scoop.it
My picks of the best and worst branding efforts of the year.
Martin (Marty) Smith's insight:

I agree with most of these picks for brand losers and winners this year. 

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Visualize Your Data in the Age of Distraction For These 6 Reasons [Infographic]

Visualize Your Data in the Age of Distraction For These 6 Reasons [Infographic] | BI Revolution | Scoop.it

This piece was posted by Loren Sorenson for Hubspot, I selected it because as she says "If you aren’t prepared for the visual content revolution, you may be left in the dust.


Not convinced? Let's take a look at exactly how visual contentis positively contributing to marketing strategies -- it may just give you the push you need


"Learn why visual content is a critical part of your content creation strategy.


Here are some highlights:


**People remember only 20% of what they read


**83% of learning is visual


Condenses and Explains Large Amounts of Information


**Today, there is too much information on the Internet you have about 3 seconds to catch someone’s eyes so they'll consume your information.


Gives Your Brand an Identity


**Visual content draws people in, letting viewers better understand your brand's identity


Drives User Engagement


**If you've ever read a book with a child, you probably know they find pictures more interesting than words; but are adults really that different?


Selected by Jan Gordon covering "Content Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/Ifujbp]


Via janlgordon, Beth Kanter
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janlgordon's comment, April 11, 2012 3:21 PM
Beth Kanter
Thank you for adding me to the wiki and for your kind words, it's greatly appreciated. Yes this is the conversation of the moment so to speak. I'm sure your presentation was amazing. Would love to hear it if you have a replay.
Beth Kanter's comment, April 11, 2012 10:08 PM
Jan: There's a link in the wiki to the live stream of the session - and a lot of notes and resources ... I love this topic! I'm holding myself back from created another scoop.it on it ...
janlgordon's comment, April 13, 2012 10:05 PM
Beth Kanter
Thanks for looking forward to seeing this info. Knowing you, I can imagine that you want to start another scoopit on this topic but it's not necessary because you're already doing a wonderful job covering it now.
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5 Ways To Avoid The Online Competition Trap w/ Great @MarkTraphagen Note

5 Ways To Avoid The Online Competition Trap w/ Great @MarkTraphagen Note | BI Revolution | Scoop.it

5 Ways To Avoid The Online Competition Trap
Never ceases to amaze me. Team +Curagami sees the Hatfields and McCoys squared off and fighting tooth and nail over nothing all the time. Here are 5 ways to avoid the Online Competition Trap (be sure to Read Mark Traphagen's excellent note in comments on the attached too):

* Use Google Adwords to discover REAL DEMAND for keywords (use exact an broad match too and if you really want to get depressed use "exact match" to see how few people are actually searching for that new widget you just created).
* Create something like our Curagami Keyword Efficiency Index (cKEI) to calculate where #blueoceans live (keywords or phrases with less competition but healthy search volume and YES these are getting harder and harder to find). Use "long tail" analysis to find these.
* Understand your "poker table stakes" keywords - words you have to have content for but won't win in this lifetime.
* Know what they are spending (use +SpyFu) and then SPEND DRAMATICALLY LESS because you've out thought them. One way to do that is look for a #contentmarketing "fighter pilot" in your space and toss them into your ecosystem (I did this with +Red Bull during my keynote to a group of #smbs at +FedEx conference and they found it eye opening to say the least). 
* Think about using new tools such as Curagami, tools that help create #community so you do LESS but win MORE hearts and minds. Would classify +Paper.li +Scoop.it and +Optimizely in this category of get more spend or do less tools.

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Epic Personal Branding: 6 Tips - ScentTrail Marketing

Epic Personal Branding: 6 Tips - ScentTrail Marketing | BI Revolution | Scoop.it

There is only one way to break out of the rat race and eliminate all competing rats - create EPIC Personal Branding. Here's how. Added a Epic / Not Epic table.

What about you? What things do you know of that USED to be Epic and now not so much? What things are NEW and Epic? .

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A Hero's Branding Journey Down Archetype Lane

“ Applying consumer psychology to branding. This is a slightly modified version of a presentation given at Kantar's "The WHY code" seminar on neuroscience, neurom”


Via Sandra Pickering @opento, Abush
Martin (Marty) Smith's insight:

This is a great Slideshare. Branding archetypes page is worth the price of admittance. Archetypes form the core of personas and segments, something every Internet marketer is scrabbling to inject into their marketing. 

Why care so much about personas and archetypes? Those concepts help create relevant marketing. Relevant marketing creates engagement and engagement becomes money. 

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Martin (Marty) Smith's comment, February 9, 2014 7:46 PM
This was GREAT. Great share thanks. Marty
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Save The World Marketing

In a social mobile and connected time for profit companies should learn emotional storytelling from nonprofits. Nonprofits should learn viral marketing and SEO
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Branding In A Digital Age: You’re Spending Money in the Wrong Places

Branding In A Digital Age: You’re Spending Money in the Wrong Places | BI Revolution | Scoop.it

David Edelman for McKinsey

David's (@davidedelman) post on HBR is still my favorite discussion of the new conversion funnel. Turns out the new "funnel" is more filter than funnel. Edelman explains how buyers move through cycles.

Each cycle tightens (or loosens) loyalty and buying intention. The other thing Edleman's article got SO RIGHT is how the "funnel" doesn't end with a purchase. I love how David explains how purchases begin a new and almost more important buying phase - advocacy.

Most marketers build campaigns to achieve the sale. David points out that kind of thinking is old school and dangerous. In a connected and social time a sale should be the beginning of a much deeper and more rewarding relationship (for both parties). Think of conversion as a series of loops that don't END as much as intensify.

Also read David's Aligning With The Consumer Decision Journey (CDJ) to get the full force of these important ideas:
http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey

Regular readers of my content will recognize another proof in David's work. Faith Popcorn's, "People don't BUY brands they JOIN them," has never felt more true. David's CDJ illustration (above) shows purchase = advocacy.

As Internet marketers we need help. No one climbs our new marketing Everest alone. We need the advocacy of others in the form of links, likes and shares. Even if you HAD enough money to force your products and ideas on others, and no one does anymore, spending that kind of money would NEVER be called for or pay for itself.

Advoacy comes when your customers "join" your brand and continue Edelman's loop. String enough of those "magic loops" together and you win :).

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3 Tips Turn Social-Media Strategy Into Brand Engagement [+ Marty Note]

3 Tips Turn Social-Media Strategy Into Brand Engagement [+ Marty Note] | BI Revolution | Scoop.it
Ten to 20 years from now, the year 2012 will be defined as the year that social took over all things media.
Martin (Marty) Smith's insight:

I love tip #2: Let Consumers Create Their Own Brand Experience

This reminds me of the book The Experience Economy by Pine and Gilmore. Yes, by all means allow, suggest and encourage your customers to mashup, change, comment on, participate in and riff on your brand experience. 

Brands are living things. Any brand's story evolves, grows and changes over time much like the arc of a life. If you look at most brand lifelines they are wavy like a sine wave. Brand acceptance has ups and downs.  

 

When I worked for M&M/Mars we thought WE were in control of OUR brands. Not so much anymore. Today, THEY are in control of YOUR brands, or at least that is what you really want. Sure you get to curate what THEY do with YOUR brand, but you can't "control" anything anymore.

 

Control was always an illusion. Since brands are cultural memes shaped by the tides, winds and storms of opinion, myth, truth, romance and love they can be hard to reconcile, hard to understand what comes back at you. 

Ever play that game where you are in a circle of say 30 people and tell the person next to you something, they tell the person next to them in turn and when what you told gets back to you it is not recognizable? Brands are playing that game as I write this out there in social media land. 

I should say brands are monitoring that game, if they are smart, because it is possible to shape the sine wave with the right juice at just the right time. What is the right juice at just the right time? Sure I tell you, you tell 29 people and I don't recognize my answer when it comes back (lol). 

 

 

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Online Sales Soar, Living Social Fires 400

Online Sales Soar, Living Social Fires 400 | BI Revolution | Scoop.it
ScentTrail Daily, by Martin (Marty) Smith: Top ScentTrails From Around The Web...
Martin (Marty) Smith's insight:

Sometimes the magical tool @SmallRivers created (Paper.li) creates an interesting juxtaposition. Today's Online Sales Go Crazy headline created an interesting contrast with Living Social, the Groupon competitor, laying off 400. 

Online sales growth may speak as much to how poorly retailers understand their customers now. Read my Open Letter To American Retailers from Shoppers for more on this problem.  

The Groupon & Living Social Problem 

Trained as a brand marketer I would NEVER do what Groupon or Living Social suggests. To institute a 50% price cut in te hope of building your brand's awareness is madness because:

  • Unique Value Proposition (UVP) is destroyed.  
  • Attack one and done bottom feeders.
  • Smack loyal customers and brand advocates.
  • Create an unrecoverable wobble.


This last bullet is the most damaging. Once you put information such as our real price should be 50% off in the market you create a violent wobble. This wobble can vibrate to the point where there is no brand left. My best advice as a 30 year marketer trained by P&G and M&M/Mars? Don't do that :). 

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