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Forrester report: How Social Media Is Changing Brand Building

Forrester report: How Social Media Is Changing Brand Building | Curation Revolution | Scoop.it


Social media is now an essential part of brand building. Get detailed explanations and real-life examples of the top 3 social branding strategies.


Marty Note
We know branding, the act of creating transferable stories about companies, products and individuals, is being changed by social media marketing. Forrester, interestingly the same people who came out with a study saying social media wasn't impacting sales, just issued a report on how social is changing branding.

Forrester warns social by itself is insufficient to create a brand, an idea I agree with. Here is how this new report outlines changes sweeping branding:

* Redefines the relationship between consumers and brands.

* Forces marketing strategies to adapt.

* Amplifies brand building strategies (MS).

* Create emotional connection.

* Nurture fans.

* Helps create User Generated Content (UGC).
* Creates conversations that can inform brand strategies (MS).


Interestingly few marketers are integrating social into their branding see the chart on page 5.


There is a BIG section about the dangers of attempting to brand with social alone. Some of Forrester's points have merit. Social, by itself, doesn't scale, it is a poor campign medium (me) and it is only as good as the guiding brand strategy.

Put these two ideas together - that social will be critical to shaping brands and few are doing so and competitive advantage will go to those who embrace social media marketing as part of their brand building strategy.


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Curation Is The Next Web Revolution - ScentTrail Marketing Archive

Curation Is The Next Web Revolution - ScentTrail Marketing Archive | Curation Revolution | Scoop.it

Scenttrail Marketing Archive
Thought it might be an interesting exercise to revisit key posts from Scenttrail Marketing. Curation Is The Next Web Revolution is why I got to play with Scoop.it.

After one of Scoop.it's founders, Marc Rougier, read this post they offered to let me play with their cool new tool while still in beta. Curation Is The Next Web Revolution feels more true today than when it was first shared in early 2011.

Curation is the best way to test content as I described in How I Use Scoop.it (http://sco.lt/5pwF6n). We are so committed to content curation we are building a new tool called CrowdFunde to help websites understand what content helps them the most.

No doubt in our mind content curation is what's next. What about you? Are you curating content? Share how you use tools like Scoop.it, G+, Paper.li or your blog to create effective content marketing and we will share with our tribe.


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Great Curator Profile: Cendrine Marrouat - CrowdFunde's Favorite Bedouin :)

Great Curator Profile: Cendrine Marrouat - CrowdFunde's Favorite Bedouin :) | Curation Revolution | Scoop.it

The Amazing Cendrine Marrouat
Cendrine told us this was one of the nicest reviews of her work she's ever received. Hard to believe since here writing and tireless content curation is informative, inspirational, smart and hard working.

Cendrine is one of the hardest working "bands" in content marketing. When she takes a "day off" she is probably teaching.We shared a fraction of where she writes and curates and its six places.

Cendrine understands COPE (Create Once Publish Everywhere), but she doesn't fall into the trap. She actively supports, engages on and refines here content arsenal.

Not ONLY is Cendrine one of our favorite and hardest working "bands" in content marketing and curation she is one of our favorite Bedouin too. Always moving and in touch with what's happening we love it when Cendrine shows up. We share a cup of tea, warm our hands against the desert wind and talk about where we need to go next.

Cendrine beat me to the punch and wrote some nice words about me yesterday you can find in her 5 Social Media Gurus To Follow post:
http://socialmediaslant.com/social-media-pros-follow/

My post was schedule before we saw hers, but hearing her feedback was inspiring just when inspiration was needed. Thanks Cendrine and rock on :).

@Cendrine Marrouat - www.socialmediaslant.com

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50 Great Content Curators - Ally Greer via @CrowdFunde

50 Great Content Curators - Ally Greer via @CrowdFunde | Curation Revolution | Scoop.it

One of our favorite people, Scoop.it Community Manager, Ally Greer, is @CrowdFunde's Great Content Curator today. Ally's infectious spirit, energy and commitment to share her experience as Scoop.it's Community Manager is a #mustfollow for every lucky few Internet marketer.

We are all in the community business now whether we realize it or not. Ally runs a community with 1M members and she does it with grace and intelligence. Helps to have a great team behind her, and she does, but we can all learn valuable lessons from the way Ally builds community .


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50 Great Content Curators - Ana Cristina Pratas via @CrowdFunde

50 Great Content Curators - Ana Cristina Pratas via @CrowdFunde | Curation Revolution | Scoop.it

Ana Cristina Pratas
My friend @Ana Cristina Pratas is our 2nd "Great Content Curator" to be profiled on CrowdFunde. Ana Cristina's joyful curation always lifts my spirits while teaching ideas and connections hard to imagine without her.

Ana Cristina is leading the charge of a new tribe of educators who understand the "deep learning" possible from content curation (see This Is Your Brian On Content Curation http://sco.lt/6NqXKr ). Ana was the 2nd curator to crest 1M views on Scoop.it, but numbers don't tell the whole story.

Every interaction I have with Ana Cristina I learn something, feel inspired and want to CREATE SOMETHING (lol). She is an inspiring leader, a great educator and a content curation treasure.

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Ana Cristina Pratas's comment, April 16, 10:21 AM
You really made my day Marty! :-) Thank you!
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Is Your Personal Brand Epic? 6 Tips On How To Create An Epic Personal Brand

Is Your Personal Brand Epic? 6 Tips On How To Create An Epic Personal Brand | Curation 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..

* Create BHAGs NOW!
* Videos and Pictures.

* Think TEAM!
* Use Special SOCIAL Weapons.
* Fail Miserably.
* Give your Skills AWAY FREE.

Follow those hard won secrets, at least one of them tried to kill me several times, and your personal brand will be EPIC, your resume floats to the top and you win the promotion, can afford the G I Joe with the Kung Fu Grip and love the life you create.


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malek's curator insight, April 13, 12:16 PM
#5: FAIL MISERABLY

Success is failure to failure without loss of enthusiasm.

Maryse Rebillot's curator insight, April 14, 5:39 AM

Refreshing reading that drives you to (re)think about what you really want in life and be at ease with who you are - upside and downside.

Gary Harwell's curator insight, April 15, 1:13 AM

But can you get paid?

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Shhhhhhh - Secret to Upworthy Success is HUMAN Content Curators....who knew :).

Shhhhhhh - Secret to Upworthy Success is HUMAN Content Curators....who knew :). | Curation Revolution | Scoop.it

With the third highest traffic behind Yahoo! News and Huffington Post, the marketing world is wondering how the Upworthy team cultivated the fastest-growing and most engaged audience on the web. It’s got to be the attention grabbing headlines, right? ... "the company employs full-time content strategists to post five to six times a week bringing together the very human skill of identifying compelling content, and then supercharging that content with powerful distribution Tools"


Via Guillaume Decugis, Therese Torris
Martin (Marty) Smith's insight:

Humans...who knew :). Marty

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CAP Brand Marketing's curator insight, April 8, 3:08 PM

The secret sauce?  “We think it’s the alchemy of bringing together data and human judgment in a smart way.” - Eli Pariser, Upworthy CEO 

Marc Kneepkens's curator insight, April 8, 9:02 PM

Insightful, detailed and revealing. Excellent information.

Beth Kanter's comment, April 9, 12:46 PM
Okay, wanted to point this great article that summarizes their curation best practices in ten simple tips - pretty awesome http://kcclaveria.com/2014/02/upworthy-headlines/
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The Content, Commerce & Social Media Revolution - CrowdFunde

The Content, Commerce & Social Media Revolution - CrowdFunde | Curation Revolution | Scoop.it

After Google's algorithm changes content is KING, context QUEEN. Online merchants who "match the hatch" of content to customers create advantage. Winning this advantage takes courage.

Courage because when one revolution happens things get crazy. When three revolutions are happening simultaneously its time to get in the basement with water and a year's supply of canned goods.

Instead of doing that we suggest reading about how content, commerce and social media can contribute to one another on CrowdFunde our startup dedicated to helping websites, brands and companies tap wisdom of crowds.

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Kickstarter vs. IndieGoGo: Which Is Better? via @CrowdFunde

Kickstarter vs. IndieGoGo: Which Is Better? via @CrowdFunde | Curation Revolution | Scoop.it
Which crowdfunding platform should you use? Do you know crowdfunding's secrets? This post shares secrets and explains when to use Kickstarter vs. IndieGoGo.
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Bang Red Bull's Branding Lesson BLOWS UP - 400+ Shares via Curatti

Bang Red Bull's Branding Lesson BLOWS UP - 400+ Shares via Curatti | Curation Revolution | Scoop.it

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. Thanks to everyone who is sharing our Red Bull Branding Lesson: We Are All Media Companies Now from Curatti.com. Post has reached a potential  audience of over several hundred thousand now thanks to shares.

So down a Red Bull and let us know how your company or brand is becoming a media company!

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malek's curator insight, April 3, 6:02 PM

"Branding" Vs "Me Too",

One of the greatest confrontation in marketing wrapped up in an entertaining post. #HighFive 

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New Social Media War Room: It's The Conversation, Stupid via @HaikuDeck

New Social Media War Room: It's The Conversation, Stupid via @HaikuDeck | Curation Revolution | Scoop.it

Social Media It's The Conversation, Stupid is about the new rules of branding being created by a social world. If the old War Room during the Clinton presidential campaign's motto was, "It's the ECONOMY Stupid" then the new Social Media War Room's motto is, "Social Media: It's The Conversation Stupid".

As we "talk amongst ourselves" more and more we become increasingly platform agnostic. The conversation is the brand. The conversation is the currency and THAT is a huge shift. A shift creating openings for "clean slate" brands to step in and call "trusted brands" old, stale and not relevant.

Want to appear "not relevant" use social media to PUSH, don't listen or respond and never curate or attribute kudos to followers. This new Haiku Deck discusses the new rules of branding in a social world.

What "new rules of branding" did we miss? Share your experience, thoughts and ideas and we will curate into the deck.

Haiku Deck: Social Media: It's The Conversation, Stupid
http://shar.es/BcoZ1

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People Don't BUY Brands, They JOIN Them

People Don't BUY Brands, They JOIN Them | Curation Revolution | Scoop.it
When thinking about product and brand innovation– what seems to elude many executive leaders is a lack of understanding that people do not buy products, they buy into meanings.
Martin (Marty) Smith's insight:

Great post that reminds us what we think is important, the feature set we stare at and work so hard to improve, matters little. Connection matters, community matters and being included or heard matters. Fascinating post.

* People don't buy brands, they join them quote comes from author Faith Popcorn.  

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janlgordon's comment, March 21, 2:45 PM
Love it Marty, this is so true, great post!
janlgordon's comment, March 21, 2:45 PM
Love it Marty, this is so true, great post!
aanve's curator insight, March 21, 10:46 PM

www.aanve.com

 

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8 Visual Marketing Lessons from Vogue - Curatti

8 Visual Marketing Lessons from Vogue - Curatti | Curation Revolution | Scoop.it

You may catch Marty combing through Vogue, Elle and Vanity Fair at B&N. Why? Fashion mags are great visual marketers - 8 Visual Marketing Tips From Vogue. Here are 8 Visual Marketing Lessons from Vogue:

Be specific & BIG NUMBERS are great ways to be specific.

Be branded – take advantage of existing brands such as Shades of Grey.

Be topical – March is “fashion week” in NYC and both magazines have extensive features.

Be welcoming – note how both models look directly out at the viewers (my favorite online engagement pose).

Use SOUND – “Sexy, Shiny, Bouncy Hair sounds fun. “Full on Fashion Force” sounds forceful. Words create rhythm and sounds that adds to or detracts from compelling images.

Juxtapose – “street chic” and “fashion force” are examples of creative juxtapositions.

Use Action Verbs – which of these action verbs AREN’T on either cover? grab, be bold, upgrade, must have, takes on, and rock? Yep, all of those “action verbs” are in sub-headlines.

Simple Colors – ONLY colors used for headlines and sub-heads are black, white and red.

 

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malek's curator insight, March 18, 9:15 AM

@Martin (Marty) Smith proves again simplicity is the tip of sophistication.  A clean dozen of how-to.  For a visually wired species like human being, it's always the eye placement and the body positioning.

janlgordon's comment, March 21, 2:45 PM
Loved this post and so did the community, still retweeting and buzzing about it - good job Marty!
Two Pens's curator insight, April 9, 3:13 PM

It's hard to walk into a B-2-B client using Vogue as an ex. but everything they do has relevance. Takes an openminded client to know it.

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Buffet Newsjacks NCAA Tourney with Perfect NCAA Bracket Worth $1B Offer | TIME + Scenttrail PR Note

Buffet Newsjacks NCAA Tourney with Perfect NCAA Bracket Worth $1B Offer | TIME + Scenttrail PR Note | Curation Revolution | Scoop.it

Buffet is willing to put up the money, so it's got to be winnable. Right?

Marty Note
Saw Warren give an interview this morning on a sports talk show. What a brilliant move. Why? Because he can use one of his insurance companies to underwrite the offer (so his cash won't take the hit) and Berkshire gets millions in free PR.

Millions in free PR for MAKING AN OFFER. Granted you and I would have a tough time even paying his insurance bill, but the PR principles remain the same:

* Surf waves don't try to create them.
* Make a PURPLE (unique) offer.
* Support by being available to discuss (saw Buffet on Mike and Mike ESPN sports talk show and sure that is the first time he has done that show lol).
* When you amplify a BIG thing (Super Bowl, NCAA, Oscars, etc) you either RULE or get swallowed whole.
* Timing is all & Buffet is perfect by announcing during ACC (and other) regional tourneys he and Berkshire get max play.
* Aspirations work better than reality (when legend and reality are different PRINT the legend).  

* BIG is good, BIGGER is better, BIGGEST is best.

Think about what events your business may be able to NEWSJACK as Berkshire and Buffet just did with the NCAA tournament.  

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Vonnegut Shares Most Successful Storyline All Time - Cinderella [& We Put In Biz Context]

Vonnegut Shares Most Successful Storyline All Time - Cinderella [& We Put In Biz Context] | Curation Revolution | Scoop.it


Kurt Vonnegut's Story Analysis: Cinderella Most Popular Storyline
We've watched this movie before. The hero starts low, slowly climbs only to be beaten viciously back down again. Not all the way down and we, the audience, know the hero's first journey has uniquely prepared them for the second.

This is a fascinating HBR post discussed on G+ in a business context.

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5 great social media pros you should follow via @cendrinemedia [@Scenttrail Included]

5 great social media pros you should follow via @cendrinemedia [@Scenttrail Included] | Curation Revolution | Scoop.it

The other day, someone asked me to share a list of my favorite social media pros. Since I used to do it on Creative Ramblings, I figured that it would be a good idea to occasionally resurrect this tradition. Warning: These are not the usual suspects. ;-)

Martin (Marty) Smith's insight:

Honored to be on Cendrine's list and her kind and generous words made my April :). M

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malek's curator insight, April 18, 8:08 AM

ِِInteresting list to go through after links and best practice examples

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50 Great Curators - Mark Traphagen via @CrowdFunde

50 Great Curators - Mark Traphagen via @CrowdFunde | Curation Revolution | Scoop.it

GPlus Guru Mark Traphagen
If you don't know Mark you should and if you don't use GPlus and your an Internet marketer you should be shot. Mark is more than just one of the top GPlus experts in the world, he is also a friend and fellow cancer survivor.

Something about surviving a bout with the Big C that makes you want to give back and Mark does. He speak all over the country (and soon the world I predict) about the power of concepts like the new SEO, GPlus, Google authorship and semantic web.

If you aren't part of the more than 80,000 followers Mark already has on Gplus we suggest you hop on board this train since your Internet and content marketing will be better because of it.

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How I Became The Most Followed Nobody In Finland via @JaanaNystrom

How I Became The Most Followed Nobody In Finland via @JaanaNystrom | Curation Revolution | Scoop.it

@Jaana Nyström is a great curator and she just beat me to the punch :). When she shared her EPIC journey of using G+ to move from "nobody" to "somebody" I planned to blog about her amazing journey. The content and message was too good to be trapped in comments.

Read this post CAREFULLY as you may recognize where you are on Jaana's timeline of personal brand development. There are several "inside baseball" tips to pay particular attention to including:

* Don't worry about perfection, start publishing.
* G+ is an AMAZING and vastly under used tool (start there add more social nets later).
* No matter what, keep turning the crank (keep going) since the only sin you and your personal band can't recover from is NOT PLAYING.

Great stuff from an amazing curator. What lessons did you learn from Jaana Nystrom? What similar lessons have you learned as you create a meaningful personal brand?

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Suvi Salo's comment, April 14, 2:28 PM
Thank you for recommendation.
malek's curator insight, April 14, 4:35 PM

 I usually don't envy people, but I do envy @Jaana Nyström a bit for her energy & passion. 

Gary Harwell's curator insight, April 15, 1:13 AM

seems reasonable

 

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Create Engaging Content in an Era of Content Overload: 8 Tips • InboundWriter

Create Engaging Content in an Era of Content Overload: 8 Tips • InboundWriter | Curation Revolution | Scoop.it

Content overload is causing content marketers to become the victims of their own successes. Here are 8 ways to develop new and engaging content.

1. Put someone in charge.

2. Think editorial, not filler.

3. Do your homework.

4. Tell a story.

5. Take a break.

6. Treat each piece of content as a new project.

7. Be exclusive.

8. Don’t be afraid to fail.

 
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Marilyn Moran's curator insight, April 11, 7:43 PM

Love this! Perfect bits of advice on how to approach content creation.

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Why Content Curation As Practiced On Scoop.it Is A Critical Success Factor (CSF)

Why Content Curation As Practiced On Scoop.it Is A Critical Success Factor (CSF) | Curation Revolution | Scoop.it

Content Curator As New Job Description
Soon you will be able to tell the QUICK from the STILL DON'T GET IT by Internet marketing teams that include content curators vs. those who do not. As I outlined on CrowdFunde great content curators do three critical content marketing things very well:

* Find next generation of trending content.
* Fit seemingly disparate content into an evolving “jigsaw” of themed content curation.
* Help readers, followers and other contributors understand macro concepts.


If you are a content marketer, and who isn't the skills a great content curator brings are priceless. Money companies used to spend advertising they should now spend hiring @Robin Goodor Amanda Popover (brainpickings.com).

We are hiring great curaotrs to help CrowdFunde, our content marketing meets social media startup and suggest you do the same.

Apply to be a CrowdFunde Curator
http://form.jotform.us/form/40948367508162


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Top Content Curator Contest - CrowdFunde Is Hiring Content Curators!

Top Content Curator Contest - CrowdFunde Is Hiring Content Curators! | Curation Revolution | Scoop.it

Top Pinner? CrowdFunde is Hiring

CrowdFunde, a Durham, NC startup is looking for top content curators. We have 10 "jobs" that build on the strengths of great content curators to see trends before they happen, connect threads across seemingly disparate information and provide feedback as we create a new company dedicated to helping marketers tap wisdom of crowds.

If you rock Pinterest we hope you will apply to help create a cool new tool, have fun, receive recognition and cash for what you love to do anyway.

http://www.crowdfunde.com/top-curator-contest-crowdfunde-hiring/

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Thinking About ThoughtBot.com - Ideo-like Design Team With New Raleigh, NC Office

Thinking About ThoughtBot.com - Ideo-like Design Team With New Raleigh, NC Office | Curation Revolution | Scoop.it


Designers and developers for hire

I LOVE Ideo the west coast design consultancy. I've always wanted to work with Ideo, but their price tag is out of reach. ThoughtBot is an interesting Ideo - like mashup of marketing, programming and design expertise.

CrowdFunde, our "power of the conversation" startup, is discussing using the new ThoughtBot Raleigh team to help with a 5 day product design sprint. We are so close to our idea it would be helpful to have outside perspective before we start writing code.

If you think of the elements of a successful startup, those things that must be balanced, according to Adam Schultz they are:

Money - Who is paying you and for what.

Market - Why are they paying you, what are the pain points you are helping resolve.

Product - What is the tool you are creating and is it aligned to what you've learned in the Money and Market investigations.

ThoughtBot creates a 5 day sprint where each day determines key product attributes from look and feel to functionality and the personas who will be using your better mousetrap.

CrowdFunde can afford to be complex inside the "black box" where algorithms create dashboards. CrowdFunde must be "falling off a log easy" to use, mobile first and with enough hooks we can figure how to expand its billable footprint as we go. We hope the team at http://www.thoughtbot.com can help.


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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 | Scoop.it
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 http://sco.lt/7iZVUP ).

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).

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Malena Gamboa's curator insight, April 12, 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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Brands Under ATTACK: 5 Ninja - ScentTrail Marketing

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

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:
http://www.scenttrail.com/brands-attack-5-ninjas/  

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Facebook's Bait And Switch: Better To Be PIRATE than NAVY

Facebook's Bait And Switch: Better To Be PIRATE than NAVY | Curation Revolution | Scoop.it
Facebook pulled the best practical joke of the internet age: the company convinced countless celebrities, bands, and "brands" that its service was the best way to reach people with eyeballs and money. Maybe it is! But now that companies have taken the bait, Facebook is holding the whole operation hostage.
Martin (Marty) Smith's insight:

My disdain for Facebook continues as they tighten "edgerank" otherwise known as how they stop you from showing your content to your followers down to 1% or 2%.


If that sounds like the most successful bait and switch Ponzi scheme ever created you are thinking what I am thinking...that and NEVER AGAIN do I even contemplate putting branded content on that PIRATE network. 

How does the saying go? Fool me once shame on you. Fool me twice shame on ME. Never again. 

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Therese Torris's comment, March 20, 4:35 AM
"Bait & switch" is the essence of most "free" services
Marc Ravaris's curator insight, March 27, 6:16 PM

This has been happening regularly on the Fb site I manage. More likes, yet less visibility for posts, thought it was just me. Happening to you? Read this article.

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5 Social Media Marketing Safety Tips: Part 1 via @SmallRivers (Paper.li blog)

5 Social Media Marketing Safety Tips: Part 1 via @SmallRivers (Paper.li blog) | Curation Revolution | Scoop.it

Marty's 5 Social Media Safety Tips
 

  1. Your Website Beats Their Websites Every Time
  2. Visualize Scenarios, Create Plans
  3. Understand What Authentic Does and Doesn’t Mean
  4. Hire the Right People
  5. Stay Calm, Carry On

 

Martin (Marty) Smith's insight:

Appreciate friends at Paper.li Re-sharing a post I wrote for them a year ago. Some things I would alter slightly, but holds up for the most part :). M 

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