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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation http://xeeme.com/JanGordon
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Engagement Publishing is the New Content Marketing - Here's Why

Engagement Publishing is the New Content Marketing - Here's Why | Curation, Social Business and Beyond | Scoop.it

I selected this piece today because it is timely and relevant, social media is part of the equation but the focus should be on social business, which is the bigger picture. It's important to package your content and repurpose it to fit the social network(s) where your audience resides. 


In this interview with McKinsey and Compay, John Battelle, founder & chairman of Federated Media Publishing says.....


**Marketers need to shift their mindset from being a publisher to engaging an audience.


To paraphrase:


Marketers are starting to see an ecosystem of paid, owned and earned media that they're very interested in feeding through social interactions and content marketing.


Here's what caught my attention:


Marketers have always created content, print and radio ads, 30-second spots, display banners


****But they never have really seen these elements as an integrated corpus of content living in a digitally driven ecosystem


**Marketers need to become engagement publishers


**"Increasingly, [marketers] are realizing that this social media space involves an ongoing conversation. Assets never really go away."


**Building conversation “inventory” at scale


I agree that all brands probably should be on Facebook, but what you really need is an integrated strategy that has – at its root – the brand's own domain, independent from any platform other than the Internet itself.


Measuring the success of conversational engagement


These things are very hard to directly measure from a simple click. And often, as we know, the people who click are not the people you want as customers anyway.


**So you need a bridge to that kind of insight that gives a media buyer the justification to say that this new technology is worth the investment.


**Marketers have been very interested in understanding how their content is amplified in the past few years


**Now there is technology that allows us to automatically collect and present this data (More in detail in interview)


**The best companies create communities of interest that are independent:


**they are rooted in the independent Web, with expressions on Facebook, or as an iPhone or Android app – those all become instances of their brand.


** Companies should create a circulatory system through which they can promote different aspects of their messaging and interactions with their community.


**If you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. 


Put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.


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


Read full interview here: [http://bit.ly/x7mHwm]

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Will Pinterest Lead The Way & Transform the Web in 2012?

Will Pinterest Lead The Way & Transform the Web in 2012? | Curation, Social Business and Beyond | Scoop.it

I selected this post written by Elad Gil because not only was it interesting and timely, but the comments from his readers were equally as valuable. So many different social curation platforms emerging, Pinterest is one to watch.......


Excerpt:


Social Content Curation As The Next Big Thing


The most interesting wave hitting the social web in 2012 is social curation. This was kicked off in 2011 as Pinterest's growth was noticed by Silicon Valley and a number of companies quickly followed suit -


**Snip.It launched as a social information curation platform, Quora adopted boards for a similar purpose, and Fab.com launched a structured social commerce feed.


There's so much information in this post, here's the takeaway. I would love to hear your comments about this next wave......


Takeaway:


2012 Will Be The Year of Curated Sets


**2012 will likely see an acceleration of structured, push button, social curation across the web. Why? Because most users don't want to take much effort to produce content, and consuming content in a structured manner (especially photos) is also much faster.


**Just as the first wave of social media has transformed the consumption of information, this next wave of social curation will fundamentally change how users find and interact with content over time.


Curated by Jan Gordon covering "Content Curation, Social Media and Beyond


Read full article here: [http://bit.ly/lK0ZHi]

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Tom George's comment, January 4, 2012 9:54 PM
Hey Jan,

It most definitely is. I thank you as well and I look forward to a great year of curating, learning and growing.
janlgordon's comment, January 4, 2012 10:25 PM
Internet Billboards
Absolutely Tom, it's going to be an exciting time!
maxOz's comment, January 19, 2012 9:58 PM
Jan, I have sent this scoop [error] didn't realize you had it xxx
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Leveraging Quora, Tumblr, Social Search and curation delivers quality content to your audience!!

Leveraging Quora, Tumblr, Social Search and curation delivers quality content to your audience!! | Curation, Social Business and Beyond | Scoop.it
Chad Capelman from Marketing: Health, give us an article that is full of great insights and information on how you can leverage these resources to deliver targeted and relevant content to your audience on a continuous basis.

Here's a short into, I want you to get right to the good stuff:

As someone who entered agency life from a newspaper/web producer/web developer background, this makes me smile. I believe we're in the early stages of a whole new wave of content creation and sharing. This new wave is powered by tools that will serve those with valuable insights very well, enabling them to cultivate ambassadors for thought leadership.

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Will Pinterest Lead The Way & Transform the Web in 2012?

Will Pinterest Lead The Way & Transform the Web in 2012? | Curation, Social Business and Beyond | Scoop.it

I am updating this post because I now have my own experience of this exciting new way of connecting with my audience.  Brands are communicating with consumers in whole new ways. Pinterest is still by invite only, will let you know when it goes public. Be sure to stay tuned and follow the latest trends, reviews, news and developments in social curation on my new topic "PINEREST WATCH" .


I selected this post written by Elad Gil because not only was it interesting and timely, but the comments from his readers were equally as valuable. So many different social curation platforms emerging, Pinterest is one to watch.......


Excerpt:


Social Content Curation As The Next Big Thing


The most interesting wave hitting the social web in 2012 is social curation. This was kicked off in 2011 as Pinterest's growth was noticed by Silicon Valley and a number of companies quickly followed suit -


**Snip.It launched as a social information curation platform, Quora adopted boards for a similar purpose, and Fab.com launched a structured social commerce feed.


There's so much information in this post, here's the takeaway. I would love to hear your comments about this next wave......


Takeaway:


2012 Will Be The Year of Curated Sets


**2012 will likely see an acceleration of structured, push button, social curation across the web. Why? Because most users don't want to take much effort to produce content, and consuming content in a structured manner (especially photos) is also much faster.


**Just as the first wave of social media has transformed the consumption of information, this next wave of social curation will fundamentally change how users find and interact with content over time.


Curated by Jan Gordon covering "Content Curation, Social Media and Beyond


Read full article here: [http://bit.ly/lK0ZHi]

more...
Tom George's comment, January 4, 2012 9:54 PM
Hey Jan,

It most definitely is. I thank you as well and I look forward to a great year of curating, learning and growing.
janlgordon's comment, January 4, 2012 10:25 PM
Internet Billboards
Absolutely Tom, it's going to be an exciting time!
maxOz's comment, January 19, 2012 9:58 PM
Jan, I have sent this scoop [error] didn't realize you had it xxx
Rescooped by janlgordon from Brand & Content Curation
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Quora Expands Beyond Q&A, — Great for Curators - Here's Why

Quora is taking a step beyond Q&A this morning with its latest product launch, boards.


**Users can now set up their own personal-themed bookmarking boards, sort of like a Pinterest for text-based information.


Board onboarding (heh) is easy. Users who want to create a board will now see a “Create a board” option at the top right of Quora and on their header dashboard.


**Anything can be posted to a board, whether it be links to web content like news and video, images, stuff on Quora like Questions and answers or text commentary.


**Users can post content directly from Quora by clicking on the ‘Repost’ option under every question.


**Board Owners can add Authors and Followers to a board, as well as pay to add Topics.


**They can also set up the board in a grid or list format.


****The most interesting feature of boards, from a utility aspect, is that Authors can set up following granularity to public — i.e. everyone who follows the board Author will see content or limited only board followers.


**Boards will also now show up on Topics pages, as well as on your personal Quora profile page.


Curated and selected by Jan Gordon covering "Content Curation, Social Media & Beyond"and Morton Myrstad


Read full article here: [http://tcrn.ch/umbuhv]


Via The New Company
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