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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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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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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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Is Your Business Monitoring What Matters On Social Media? [INFOGRAPHIC]

Is Your Business Monitoring What Matters On Social Media? [INFOGRAPHIC] | BI Revolution | Scoop.it

A recent study revealed that almost half of companies are not monitoring their online social media communities.


More than one-third said that they only measure Likes, comments and interactions on Facebook, with fewer than one in four actively measuring the ROI of their social media campaigns.

Social media affects your bottom line; brands that are proactively using these tools see numerous benefits. And for those that aren’t, the absence of social media can also impact their bottom lines, albeit in a very different way.

This infographic takes a closer look at why the shift to in-depth social media monitoring is critical for the modern business.


Via Lauren Moss, Brian Yanish - MarketingHits.com
Martin (Marty) Smith's insight:

The New Sales Kakuki & Social Media Metrics

Remember that Heuy Lewis song, "I Need A New Drug"?  We need new METRICS. You can see my first stab an fully valuing the social ecosystem on Google Plus: https://plus.google.com/u/0/102639884404823294558/posts/PzEcByR7ptH 

Not pretty but a start. This infographic is a good start too. It is asking the right question in the right way, "Are You Monitoring What Really Matters". 

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Martin (Marty) Smith's comment, April 19, 2013 2:08 PM
Irvin There is a trick. Convert your Social Media into some currency you are more familiar with. Divide followers by your sales or profits or traffic and you create a ratio between a leading and following indicators. Sales is following, traffic is leading. I just put a riff about this on Martin W. Smith on G+ too.
Irvin Banut's comment, April 19, 2013 3:49 PM
Thank you so much Martin for this valuable insight. I will definitely check out Google+ as well.
Karl Wabst's curator insight, April 21, 2013 3:32 PM

The recent SEC ruling on Regulation FD may bring more attention to social media monitoring. http://sco.lt/5GMM1x

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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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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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10 Corporations Control Almost Everything You Buy | Infographic

10 Corporations Control Almost Everything You Buy | Infographic | BI Revolution | Scoop.it
According to this chart via Reddit, called "The Illusion of Choice," these corporations create a chain that begins at one of 10 super companies. You'v


Marty - Cool and I've worked for 2 of them (P&G and Mars).

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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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