Digital Inclusion and Technical Divides: What's Next?
Beth Kanter's insight:
AARP goes where the audience is. 1/3 of grandparents felt it was useful to connect with grandchildren online - felt it helped them understand each other better.
60% of members between ages of 50-59 have smartphones and 76% check social channels on it.
Those number will trend higher as GenX becomes eligible for AARP membership this year.
Data showing people over forty are using a specific platform - they read about it and then test. That means they have presence in places like Pinterest, Instagram, and Vine LInkedIN. Majority of time is spent in places where audience is largest - Youtube, Facebook, and Twitter.
All state office are on Facebook. Leaders and communications at affiliates are trained in social strategy and etiquette. Jo Ann Jenkins - CEO tweeets.
Second largest demographic is Gen X - lloking for information re: tips for caregiving.
Hyperlocal strategy to engage volunteers in an event via Twitter ...
Aligned social media and broadcast TV -- full time social media trainer on their team to teach AARP staff volunteers how to stay connected.
Content marketing is now an integral element of public relations and is an extension of the notion of thought leadership. It varies the thought leadership approach in four ways:
Beth Kanter's insight:
Good summary of why content marketing - which includes content curation is valuable to enterprise and some good thoughts on the value of having employees do it - not just the marketing folks.
From a pure practicality perspective, whilst thought leadership can be applied in a limited but still quite effective manner when adopting this antediluvian approach, it is simply not viable to apply it to content marketing:
• A primary reason for this is that content curation is more than just retweeting or otherwise sharing. There needs to be a qualitative value-add from the organisation to some degree some of the time (actually a lot of the time, but I’m taking the low [expectation] road here)
• Involving employees in content creation educates employees on their industry which, one would think, helps them contextualise their work efforts and give them information to get better at their job, increasing productivity
• Employee involvement increases commitment to their organisation – likely to increase productivity – and helps them become a stronger organisational advocate
• Utilising normal (non-marketing Martians?) minimises the need to hire additional marketing employees and can optimise financial investment into the program – increasing productivity.
The most interesting and challenging aspect of this dimension, however, relates back to who are those doing the curating and how is this contextalised within an organisation’s branding?
• What are they commenting on?
• What is the nature of their value add?
• Is there a comms or marketing employee facilitating all this curation, or is it the relevant individual doing it solo after, perhaps, some initial briefing and some guidelines have been set? This relates to the third point I flagged above.
Fourthly, and this is perhaps the most fundamental aspect, the rationales driving the strategy will determine all of those issues noted above.
Very useful infographic summarizing the problems with content that isn't being shared and how to solve that problem. I like the good practical tips for creating more "emotionally charged" content. The other main points:
Lack of emotional appeal – people share content that generates curiosity, amazement, interest, astonishment, uncertainty, admiration and humor.
Not “Share Worthy” – people want to share it, it’s easy to share, it provides value, and it’s going to draw attention to those who share it.
Bad Timing – find the times of the day, week, season or event that the content is in demand and popular.
Poor Design – the layout, colors and visual appeal matters when it comes to sharable content. An investment in design is an investment in the likelihood it will be shared.
Poor Distribution – this is probably the one we see least deployed… distribute and promote your content across sites where it’s going to reach a large audience.
Robin Good has created a super map of content curation tools using PearlTrees, a visual list or bookmarking tool. Pearltrees lets you organize large collections because it allows for sub-categories. Robin has organized his large collection in several ways to make it easier for the user to find the right tool.
This illustrates a key content curation skill - organizing material to make it useful to people. The organization of the collection makes it easy to find the right tool for the job - either by application or by format or technology.
Content is King! Content is also EVERYWHERE... In your face with emails.. In your social streams, sponsored updates, every new app claims to be a "news feed but nobody has the time needed to read and sort through EVERY blog post! So why not use automation and dynamic apps to filter the internet based on your preferences allowing you to be more productive and read the stuff that is important to you and share that with your community! That is my focus and here are 6 of the tools I use to do this!
You’ve got mad skills as a writer, and can dish out blog posts like nobody’s business. Unfortunately, you keep realizing how badly your titles suck. What can you do to make your titles as good as the golden content you are generating? Writing a catchy title is all about grabbing your reader’s attention, and it’s [...]
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.