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Curation Revolution
Curation is the next web revolution.
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Rescooped by Martin (Marty) Smith from MarketingHits!

Leveraging Influential Customers: Your Most Important Online Marketing #Infographic

Leveraging Influential Customers: Your Most Important Online Marketing #Infographic | Curation Revolution |

As a business, one of the most effective ways to gain traction and visibility is through a strategically planned marketing and/or public relations campaign. But did you know that your customers can be just as effective?

Customers can be more influential than ever these days, thanks to social networks and the internet. In fact, the average customer has a reach of 42 people for each positive experience or engagement with your company online. That means if you have only 200 customers who are brand advocates, you have a potential customer reach of 8,400!

Marty Note
An important Infographic and idea. At our Durham, NC based startup Curagami we see the next phase of web development as devoted to learning how to empower, listen to and benefit from the kind of leverage ONLY customers provide such as:

* User Generated Content - the most valuable content you can't buy.

* Social shares and its help with seo, traffic and profits.

* Brand advocacy and word-of-mouth advertising.

* Brand shaping via listening and curation of content created by influential customers.

Last night I realized I needed to order boxer shorts as all of this travel, I'm currently in Columbus Ohio, is putting a strain on a limited supply. Instead of buying Joe Boxer boxers I went to a site and made a cancer survivor design.

The first product I created, Poetryslam Magnetic Word Game (c. 1999), took six months and $10,000. Last night I created a line of boxer shorts for $100 and an hour of my time using drag and drop tools.

Put that experience in the context of this excellent infographic about the power of your influential customers to arrive at the game plan we suggest to B2C ecommerce and B2B content marketing partners daily:

* Create an Ambassadors Program as the foundation of online community.
* Empower Ambassadors with social tools.
* Feature great Ambassadors to create healthy competition.

* Reward Ambassadors with social listening, support and inclusion.

* ASK for help.
* Rinse and Repeat.

Find ways to listen, curate and feature your customer's input and social shares to make your online marketing easier, more fun and sustainable.

Via Brian Yanish -
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QDF - Quality Deserves Freshness & "Fixing" An Editorial Mistake

QDF - Quality Deserves Freshness & "Fixing" An Editorial Mistake | Curation Revolution |

What Is QDF
Google has a favorite core concept - Quality Deserves Freshness. The concept changes content marketing in many ways such as:

* Content is publish & done.
* Content that sparks comments is prized.

* Content that promotes links and shares is good.

* Static Content is bad.

On Monday I made an editorial mistake. @Cendrine Marrouat - www.socialmediaslant.comwrote a great guest blog post for Curagami about content curation. My mistake was building a reference into an embedded slide deck in the title.

That editorial decision assumes too much. Any post MUST live up to its title and this one DID if a reader looked at Cendrine's great slides. If you didn't it was confusing. I added to the confusion by using a numbered list in the title and then NOT numbering the tips contained in Cendrine's slides.

We received a comment noting the dissonance my editorial decisions made. NOW WHAT DO YOU DO? Change the title back to Cendrine's better title and destroy the ripples the post earned. Change the blog title without changing the URL and Google sees and punishes the dispariety.

Better to ADD CONTENT IN because of QDF. I wrote in a couple of hundred words and re-shared the post on social as an object lesson in my need to become a better editor and QDF. NEVER take something away from Google they've indexed, has been shared or is inside your website's modeled evaluation.

Taking things away creates suspicion. Adding in new content helps with QDF and provides a new hook to share on social. QDF can be helped by:

* Comments.
* Feeds (if structured and embedded properly).
* Curation (of comments or other material).
* User Generated Content (UGC) such as social shares, comments, reviews and forms.

* Questions - great because "new to them" evergreen content promotes UGC for years.

* Polls - voting brings customers back and creates new social share hooks too.

If this information sounds like you really can't "fix" an editorial mistake as much as you create, curate and surf you way out of it you understand implications of QDF. Content in Google land is forever, but content in the new QDF world isn't static, unchanging and inviolate either.

Promise to write a post on QDF and how Google's search for the latest greatest and most relevant content means your content marketing needs to shift from "publish and done" to "publish, curate and publish again".

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Four Principles For An Open Digital World - author Don Tapscott TED Talk Video

4 Principles of A Networked World
Macrowikinomics author Don Tapscott shares great examples of his 4 emerging principles of our new digital world including:

* Collaboration.

* Transparency.

* Sharing.
* Empowerment

Marty Note
I found the discussion of the commons and the example of starling flocking behavior (at the end) the most resonant. I'd heard about the gold mine several times and agree with Tapscott - crowds are the key to our web future.

At Curagami we've been working on what it means to create online community. CTSE (Collaboration, Transparency, Sharing, Empowerment) are the table stakes of this new poker. We would add:

* Communication.
* UGC.
* Gamification.

Communication within and around the hub is a CSF (Critical Success Factor) for online community. You need to be able to follow and communicate with me and vice versa.

User Generated Content must be listened to, valued and rewarded with gamification or its a one-time "one and done" thing.

malek's curator insight, September 2, 2014 1:00 PM

Highly engaging presentation. Gone are the days of Security and Reliability as the principles of a Networked world. The C-generation is pulling us to the CTSE world.

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Is Your Content Living A Resume or Eulogy Life? - Curatti

Is Your Content Living A Resume or Eulogy Life? - Curatti | Curation Revolution |

Is Your Content Heroic
Content needs to be great or Eulogy worthy as explained by David Brooks. Eulogy content creates foundation for community & User Generated Content curation.

Heroic content creates a foundation for an important ASK. You need to ask THEM (visitors, members) to share their content. Since we know a fraction of your visitors, 1% or less typically, are willing to share your content must be heroic. Here are places your content should be Eulogy worthy:

* About Page.
* Creation story.
* Movement Summary
* Testimonial Page.
* Ambassadors Program.

Learn more about creating Eulogy worthy content on Curatti:

Martin (Marty) Smith's insight:

add your insight...

Therese Torris's curator insight, July 22, 2014 9:57 AM

"Heroic Content Marketing"

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Why Your Website Needs A MacGuffin - via @Curagami

Why Your Website Needs A MacGuffin - via @Curagami | Curation Revolution |

Websites Need MacGuffins
Website MacGuffins are different than film MacGuffins, an idea important to moving the plot along that may never be fully disclosed to viewers. Website Macguffins move customers along a journey to conversion.

Website MacGuffins Include:

  • Free Shipping.
  • Prevalent & Easy To Find Email List.
  • About Page.
  • Relevant Content.
  • Reviews.
  • Trust Marks (Visa, MasterCard for example) in cart.
  • Terms of Use.
  • Satisfaction Guarantee.
  • Social Share Buttons especially Twitter and Facebook.

What are your website's MacGuffins?

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Brilliant Tips On Building Social Collaboration a #mustread | Social Media Today

Brilliant Tips On Building Social Collaboration a #mustread | Social Media Today | Curation Revolution |
From Entertainment to Collaboration outlines the second transition that a company must engage in when moving from advertising to engagement as a core marketing strategy.

Marty Note
This is a MUST READ brilliant post my friend Mark Traphagen (@MarkTraphagen) alerted me to because I've been writing about how brands don't get social (Social Media: It's The Conversation Stupid ).

I love the ditch digging details Ted shares in this great post. He all but maps the process of creating successful social collaboration with:

Collaboration can take a number of forms: example archetypes are:

1) commentary on content

2) co-creation of content

3) user-generated content

4) collective action or problem solving

That is BRILLIANT work. I've been focused on the conversation, but Ted is right. The conversation is the medium, the currency. The payoff for being present and engaged with customers is collaboration. Great stuff and a must read for any brand or Internet marketer (and there are 2 more installments coming).

Malena Gamboa's curator insight, April 12, 2014 2:57 AM

Collaboration can take a number of forms: example archetypes are:

1) commentary on content

2) co-creation of content

3) user-generated content

4) collective action or problem solving

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Hubs vs. Stand Out Content - Conversation With Mark Traphagen on G+

Hubs vs. Stand Out Content - Conversation With Mark Traphagen on G+ | Curation Revolution |

Hubs vs. Stand Out Content
Fascinating conversations with @ janlgordon@Guillaume Decugis& "Content Shock" author blogger Mark Schaefer helped create this conversation about Hubs vs. Stand Out Content with @Mark Traphagen.

As we attempt to understand and plan for the future of #SEO and #contentmarketing these conversations becoming increasingly important.

Lori Wilk's curator insight, January 28, 2014 3:16 PM

Great to hear what's being said on issues of content creation vs content curation and we'll get the see what worked best when we tally up the results at the end of the year. I do agree that in many cases the writers are not getting paid enough to create the original content.It is easier to get more content delivered to more people, quickly, by having fewer original articles to create and more curated content to share. The curated content is already written and is waiting for more distribution. The original content takes more research, thinking, writing, editing, and then posting. It's a longer process to create new content and it costs more than curating existing content. The perfect combination of both content creation and content curation will be very lucrative for some platforms this year-we'll have to wait to see who figures it out the best and who makes the most money doing it.

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CONTENT: How Netflix + Roku Is Changing Content Curation

CONTENT: How Netflix + Roku Is Changing Content Curation | Curation Revolution |
How Netflix + Roku Is Changing Content Curation In Competitors Beware Ways.
Martin (Marty) Smith's insight:

Netflix + Roku is changing content curation. By making content a flexible layer of presentation a small number of titles feels infinite, relevance and User Generated Content goes up along with profits while costs go down. and very content curator and Internet marketer could learn a thing or two from Netflix + Roku. 

Lori Wilk's curator insight, December 26, 2013 5:30 PM

This was very helpful.

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Content Marketing's Four Horsemen: Diversify Your Content Marketing For Greatness

Content Marketing's Four Horsemen: Diversify Your Content Marketing For Greatness | Curation Revolution |

Diversify Your Content Marketing For Greatness
When everyone is doing something online you need to do it BETTER. If your content marketing rides these "Four Horsemen" you will diversify your base and so become stronger faster.

Content Marketing's Four Horsemen

* Content Creation.
* Content Curation (with tools like @Scoopit).

* User Generated Content (UGC) Engine.  

* Ecom.

This ScentTrail Marketing post explains how to use these tactics in combination so your content marketing is GREAT, highly differentiated and SEO strong.  

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How Social Media Saved Ford

How Social Media Saved Ford | Curation Revolution |
BU Today How Ford Became a Leader in Social Media BU Today As the leader of Ford's social media efforts, Monty has been ranked by as one of the top 10 influencers in social media and has been called “the best corporate social media lead...
Martin (Marty) Smith's insight:

Ford Creates DCC For The Fiesta
It is not an exaggeration to say social media saved the Ford Motor Company. DCC or Driver Created Content flowed to Ford because they GAVE AWAY 100 Fiestas for a year. They asked the customers who won the cars to provide real world feedback.

If this sounds like Ford gamified social media you are thinking what I am and what I wrote years ago:


Saving The Ford Motor Company (2008) 


When I wrote that piece in 2008 I wanted convey how the information is more important than the CAR. Ford got it and went me several better. Kudos to FORD and a lesson for every marketer who continues to doubt the power of social media, User Generated Content and gamification. 


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Cure Cancer Starter Crowdfunding Cancer Research is GAME ON!

Cure Cancer Starter Crowdfunding Cancer Research is GAME ON! | Curation Revolution |
Cure Cancer Starter is a crowdfunding platform connecting cancer patients, their friends and...
Martin (Marty) Smith's insight:

And suddenly Cure Cancer Starter has a quorum with four great cancer centers:

* University of North Carolina's Lineberger Cancer Center.

* Roswell Park Cancer Center in Buffalo, New York.

* University of Wisconsin's Carbone Cancer Center.

* Duke Cancer Institute in Durham, North Carolina.


Both of my treating institutions have signed on to be part of Cure Cancer Starter's pilot program. Cure Cancer Starter is our "Kickstarter for cancer research" platform to bring cancer doctors and researchers together into a common community with an important goal - curing cancer.

Atlantic BT, where I am Marketing Director, is helping create a platform for cancer patients. Cancer patients can take an empowering action by funding research.

The most devastating thing about hearing your name and "cancer" in the same sentence is how helpless you feel. You are sure your life is now beyond your control. The invisible hand is playing with your life like a marionette. 

For a year I trained and then rode 3,300 miles on a bicycle I wasn't sick. No colds or sniffles despite riding 10 days in the rain. For 60 days I "cured" my chronic Leukemia. 

I had to go back into chemo within weeks after Martin's Ride ended, but I didn't feel helpless until chemo kicked my butt again. Cure Cancer Starter is Martin's Ride 2. 

This time, instead of a team of 3, I hope we can create a big "cure cancer" community, a community where doctors and researchers share their projects with people willing to donate and be a part of the cure for cancer. Can't tell you how much it would have meant to send someone $100 and be part of a team working on Leukemia after my diagnosis. Would have been MAGICAL and EMPOWERING.  

Thanks to all my friends for help, ongoing support and best wishes. If anyone would like to help by reviewing beta designs, helping form plans and other foundational work for Cure Cancer Starter let me know. There are GREAT smart people on 

Please LIKE Cure Cancer Starter on Facebook: 


Please FOLLOW CureCancerStart on Twitter: 

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7 Tips For Facilitating User Generated Content for SEO

7 Tips For Facilitating User Generated Content for SEO | Curation Revolution |
7 User Generated Content tips for SEO.
Via Level343
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10 Tips To Increase Content Marketing Engagement via Biznology [+7 @Scenttrail tips]

10 Tips To Increase Content Marketing Engagement via Biznology [+7 @Scenttrail tips] | Curation Revolution |

Marty Note
I like Biznology's 3 Tips to increase engagement so much I added a few:


1. Ask Questions, Respond to Answers

2. Personalize

3. Test ‘Em

4. Curate Simple (i.e. not mean) controversy.
5. Curate Social Content.
6. Tap Branded Content (manufacturers or gurus).

7. Polls and Surveys.
8. Guest Posts.
9. Ambassadors.
10. Test for Engagement with new KPIs

When ask their customers Fostex or Audese? They got headphone lovers to weigh in on what they like about their favorite brands and why. This kind of simple controversy is great for creating online community since it doesn't destroy the "we are in this together" feeling.

When site sponsors and owners use THEIR content (User Generated Content) that action says, "We listen" more clearly than words. Follow those who follow you on social media and curate their content into your streams, websites and blogs with permission and attribution to increase engagement. Nothing like using what they've shared in a material way to prove the value you place in sharing.

Tap Branded Content
When you use a Seth Godin riff or TED talk you increase authority and authority helps promote engagement.

Polls & Surveys
When in doubt ASK and publish results. We are bench mark seeking machines we humans so always share results and incorporate results into blog posts and website content to reinforce value you place in those who vote (see #5).

Guest Posts
When you ask someone to help out you prove how much you value others. Your community grows when its open to outside influence. Salesforce increased blog traffic by 1,000% when they asked for guest posts. Guest posts have high built in engagement too since the writer is sure to share with his/her social net.

We are big believers in ASKING FOR HELP. Inside your traffic 1% wants to share high value UGC, 9% will vote and share that content too so find your 10% Ambassadors and ask for their help.

Testing for Engagement
We need new Key Performance Indicators (KPIs) that value UGC, shares, likes and links. If your content is creating engagement double down. If not review these 10 tips and test something new. Make sure your "winner" metrics include KPIs that speak to core content marketing and engagement values such as time on site, shares, comments, likes and links.

Via Thomas Faltin
Thomas Faltin's comment, October 13, 2014 3:24 PM
Martin, thanks for sharing!
malek's curator insight, October 15, 2014 6:42 PM

People intuitively perceive the strength in numbers, and take comfort in the company of others. Did I mention Facebook, LinkedIn, Twitter...?

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Content Curation Next Big Thing or Temp? Content Curation Survey 2014

The results of the content curation survey 2014. Get the insights on the content curation industry. 282 people took part in this survey.

Marty Note
I contributed to Christian's survey and love seeing the results. is the clear "tool" favorite and it was interesting to see how other content curators treat something team Curagami ( ) believes will be a huge help because:

Why Content Curation Rocks
* Ability to test content before risking it on model websites.
* Creates community.

* Great source of UGC (User Generated Content).
* Proves you listen at least as much as you talk.
* Increases social shares and so SEO.

* CHEAP when compared to content curation.
* Greater reach faster than content creation.

That last bullet is an idea we stumbled on. Content creation always starts from zero. YOU have to push the ball up the hill. Content curation starts further because you are using someone's content. Your share already has momentum since it has been shared before.

@Cendrine Marrouat - www.socialmediaslant.comjust wrote a great post for Curagami about why content curation is critical for B2C merchants:

Appreciate being included in Christian's survey and found results fascinating and true to my online content curation experiences.

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A Vs. B Conversations = Simple Social Enagement via @Moon_Audio

A Vs. B Conversations = Simple Social Enagement via @Moon_Audio | Curation Revolution |
Time for a game of Versus!

Fostex versus Sennheiser... Who makes the best headphones? GO!

Friends at make the best audio cables in the world. Their cables connect to headphones and earphones and passions run HIGH where people's music and gear are concerned.

See Moon Audio's Fostex vs. Sennheiser Question Here

That link takes you to Moon Audio's Facebook page where use of vs. prompts passionate shares and stories of experience and joy. Great simple idea to promote engagement, garner User Generated Content and learn how your customers really FEEL about the brands you sell.

We are working on a vs. tool for Curagami ( ) our marketing tool suite meant to create exactly the kind of community Moon Audio is generating right now thanks to a simple "vs." question.

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Evolution of Web Design & Marketing Infographic via @Curagami

Evolution of Web Design & Marketing Infographic via @Curagami | Curation Revolution |
Pushing web design forward too fast blows up trust from internal stake holders and visitors. There is an organic path the journey to online community takes.
Brian Yanish -'s curator insight, July 3, 2014 12:07 AM

Marty I agree. So many businesses still think "Build it and they will come".
The website gets built, they spend thousands promoting it and doing social media and yes the visitors come. One small problem no one discussed with the website development company or budgeted for follow up analytics and review of the design and content to see what changes can be made to improve the ux. So many visitor never comes back and that's where the problem is with most websites. Percentage of return visitors is key.

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Create MOVEMENTS Not Yet One More Meaningless Promo - Here's How and Why

Create MOVEMENTS Not Yet One More Meaningless Promo - Here's How and Why | Curation Revolution |

Movements THEN Campaigns within Movements
 earned its first paycheck today as we begin to help our friends at create an "umbrella" movement to create online community, improve SEO, win hearts and minds and convert more visitors to customers and customers to advocates and supporters. 

This G+ post shares much of what we discussed today about the advantages of creating a movement in a socially connected mobile time. If you love music hope you will jumpin and help us create Music Is A Movement's pieces such as:

* Our ASK for UGC (User Generated Content) such as what is your favorite music? Why? What is your favorite gear? Why? 
* Stories are going to be important. What is best way to ask for them?
* Arresting visuals are going to be important, where to we find them. 
* How can we create CONTENT to support an abstract, personal and short lived (music) to shareable content (vids, pics, stories)?  
* What is best way to connect tribe members.
* What are our KPIs. 

Going to be fascinating to use our new tools for the first time to help Moon Audio change the world a little by developing a MOVEMENT and then positioning their marketing inside the movement's context and ever evolving User Generated Content boundaries.  

What about you? How do you win hearts and minds with your #Interntmarketing.  

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Brands Under ATTACK: 5 Ninja - ScentTrail Marketing

Brands Under ATTACK: 5 Ninja - ScentTrail Marketing | Curation Revolution |

Brands are under attack by 5 Ninja: clean slate, social media, death of old media, mobile & User Generated Content. How can you defeat attacking Ninja horde if your brand is a leader? How can you add speed and fury to the attack if your brand isn't the leader? 

Added an introduction from my friend Mark Traphagen.

Ninja are attacking brands NOW on Scenttrail Marketing:  

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