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Can Altruism Disrupt?

Can Altruism Disrupt? | Curation Revolution |
Martin (Marty) Smith's insight:

Sometimes the proximity of things you write creates a new idea. Two recent ScenttTrail Marketing posts got smashed up today:

The New Altruism: Wright, Shermer and Benkler

Why Internet Marketing Must Disrupt To Win 


These recent posts got me thinking (always dangerous lol). What if we can use Altruism as a disruptive force?


Pepsi achieve disruption in the Cola Wars with the magical User Generated Content platform Pepsi refresh (see this great AdAge summary and infographic for more ).


MasterCard is disrupting my TV time with the weird guy singing about standing up to cancer ( ) and nonprofits are becoming disruptive as and prove. 

Can Altruism Disrupt?
Altruism may be the ONLY marketing act sure to disrupt from now to the end of time. Sure Altruism has HUGE proponents in Google and Facebook, but as Benkler discussed in the video included in my The New Altruism post PAPA GOT A BRAND NEW BAG.

I've been wondering why we seem to have suddenly made this turn toward altruism when Benkler explained it so beautifully. This trend isn't a turn, a tune or a change. The majority of people, like 70%, have always wanted a fair expression of altruism in their lives. 

We assumed, and you know what happens when we Internet marketers do that, everyone was the 30% of self-interested pirates. Benkler makes the same point as Gladwell in Tipping Point. Given the right context we jump the turnstile, we break the window, we join the 30%. 

We are NOT all one thing or another ever. We are a strange mix of all kinds of things. Art, science, anger, love and magician and bully are present and, given the right circumstance, will visit and sometimes make it feel like we are THAT or THIS. 

Not so much as it turns out. Perhaps I have unique perspective on the question of who I am. In quick succession I lost my role in the company I co-founded, the love of my life and heard "cancer" and my name in the same sentence. Tough couple of years taught me some HARD things about ME. I can be an ASS and a kind, loving, generous person sometimes in the same day, hour, minute (lol). 

Pema Chodron taught me to forgive and Eckhart Tolle taught me to live in this moment, the one happening NOW. Both these great teachers help create the complex self Benkler discusses. 

 Perhaps this self-awareness is why DISRUPTION is so important. A company, brand or product willing to disrupt is unsure, acting in the NOW with courage. They may FAIL, some believe Pepsi did, or they may just create a new less selfish and more connected future. 

I may not get to that future with you or your children, but it is coming and I will spend every dime I've ever saved and every moment I have to help altruism DISRUPT because life is short, magical and full of joy. Why wouldn't we share such a disruptive message?


What about you? What have you disrupted or been good to lately? Share your experience with Altruisim or cause marketing and I will curate in. Thanks, you ROCK. Marty 

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Context & Conversations = Future of Marketing - Curagami Saturday Read

Context & Conversations = Future of Marketing - Curagami Saturday Read | Curation Revolution |

Context & Conversations
What we say and do must match up these days. The web is a huge lie detecting amplifier. More than being honest about ourselves and our products, services and company intentions we must be honest with the tribe we form.

Valuing others is at the core of the marketing revolution upon us. Mad Men days are over. The future of marketing is about having positive, self fulfilling context and conversations. 

Our Curagami Saturday Read  

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Homeland & SEO: 5 Things In Common New @HaikuDeck

Homeland & SEO: 5 Things In Common New @HaikuDeck | Curation Revolution |

Homeland & SEO
Watching Homeland episodes to catch up before the great TV show's season opener we realized our favorite spy story has a lot in common with Search Engine Optimization (SEO) including:

* Paranoid.
* Surprise

* Sisyphus

* Ignorance

* Tribes

Working on a post, in the meantime find the slidedeck here: 

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Quiz Power: What Famous Painting Are You?via @Curagami

Quiz Power: What Famous Painting Are You?via @Curagami | Curation Revolution |
Quiz Power shares the engagement and excitement personality profile quizzes can bring to digital marketing. What Famous Painting Are You?
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The Silo Effect - Fareed Zakaria's GPS Interview of author Gillian Tett [video]

The Silo Effect - Fareed Zakaria's GPS Interview of author Gillian Tett [video] | Curation Revolution |

Silo Effect Interview
Great Fareed Zakara GPS interview with author and social anthropologist Gillian Tett today. Tett's book, The Silo Effect, sounds like a must read for web marketers. 

I ordered my copy today in anticipation of my drive to Columbus in a few weeks. Tett sounds like a web marketer when she explains the importances of THINKING and the value of random collisions.

Efficiency, the mantra of so many businesses today, can speed up the silo effect Tett explains. Successful web marketing takes a village. Silos are your enemy.

As we note in out riff on the interview on Curagami ( )  web marketing is highly tribal and easy to judge the wrong thing as important. As an Ecommerce Director I used to tell my team, "We are going to fly the plane right into the side of a mountain and feel good about the entire way in". 

That "Marty saying" was a nod to the web's complexity. Best to judge less and randomly collide more. Great interview and we will report back on the book. If you've already read Tett's book The Silo Effect let us know what you think.  

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7 Reasons Why You Must CURATE CONTENT- A @HaikuDeck

7 Reasons Why You Must CURATE CONTENT- A @HaikuDeck | Curation Revolution |

Why You Must Curate Content
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 (Critical Success Factor) for online marketing.

Among the 7 Reasons we share content are these three:

* Proof of "Digital Listening"

* Reach
* Costs

Discover 4 more reasons you must curate content at Haiku Deck: 

Mery Elvis Miramontes Herrera's curator insight, October 7, 7:48 PM

#ContentCuration is the core of Content Marketing

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Want To Understand Brilliant DIY Marketing? Hack Your Headphones on the Moon

Want To Understand Brilliant DIY Marketing? Hack Your Headphones on the Moon | Curation Revolution |

Brilliant DIY Marketing 
Hack Your Headphones is's way of helping customers find sounds they love with their dragon audio cables making even great headphones sound better. gives customers 3 ways to "hack" their headphones:

* Buy Branded Hacks (off the shelf, ready to go with Moon's Dragon cables making  even the best cans sound better). 

* DIY A Hack (buy the cable and do the switch yourself if the headphone or earphone maker makes switching easy). 

* Mail In Hacks - Drew and his team of cable builders can hack any headphone out there so they encourage people who love their cans but want better sound to mail 'em in). 

The flexibility and customization speaks to one of the most emotional resonate products we buy - our music. Headphones are a concentration necessity these cubicle farm and airport days. Moon Audio's Hack Your Headphones creates brilliant DIY marketing you should steal. 

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Truth About Guest Posting & SEO Is A Must Read!

Truth About Guest Posting & SEO Is A Must Read! | Curation Revolution |
In the past few months, I’ve written posts for sites like TechCrunch, Kissmetrics, and HubSpot. Collectively, these have garnered over 5,000 shares so far.

Yet when our PR manager recently asked me how guest posting improved my blog KPIs, I thought about it, then admitted, “Well, it doesn’t.”

Despite reaching a huge audience, my guest posts had nearly no impact on improving a single one of my KPIs, which include increasing organic traffic to the blog, improving engagement metrics, and increasing our number of subscribers.

Sure, we became a blip on the radar of some influential people, we got 15 seconds of Internet buzz, and a whole lot of traffic – albeit, highly unqualified traffic.

Via Brian Yanish -
Martin (Marty) Smith's insight:

Guest Posts and SEO Truth
Wow, this is a great #mustread post by @aimeemillwood by way of @Brian Yanish - (Brian Yanish a #mustfollow).

Love this quote:

"Why didn’t guest posting improve my KPIs?

The easy answer is, because guest posting for the sake of increasing marketing metrics doesn’t work.

My goal with guest posting has never been to improve SEO with link-backs and stealthily placed keywords, or seek to grow viral articles that would be forgotten just as soon as they were read." 

and this

"Guest posting was once a very successful tactic, but it’s quickly becoming a cookie-cutter recipe, spiced up with varying degrees of growth hacky tricks (some of which, like the Skyscraper technique, are notably very good)."

Aimee is making a favorite point of ours - tactical web marketing is over! I said this to my friend Red Maxwell in a conference call the other day and he almost choked. 

Look at guest posting as a tactic since it's history is every tactics evolution:

 * Early Adopters pioneer and reap benefits. 

 * Early majority moves in and SCRUMS the tactic to death.

 * Efficacy is reduced to zero.

 The web is NOW and PUBLIC so any winning tactic will be copied and beaten to death FAST and then FASTER. Aimee hits the solution right on the head too with what Guillaume and the team call "lean content". Here is Aimee's insightful quote:

"With such a deluge of content, marketers are scrambling for ways to stand out.

Make content shorter! Bite-sized is the way to go! Time to bring in the long-form! Pack in the videos and photos!"

Preach sister, preach. In an era when SHARES trump all creating content that is more likely to be shared is key. Aimee also makes's point about content curation.

She doesn't call her solution "content curation" nor does she go into the tactic, but you are here reading this because I know and like Brian Yanish's content curation.

But isn't curation another "tactic"? Yes, and that is why the rest of Aimee's post is a must read. Aimee talks about passion, beliefs and LOVE. She writes for THOSE REASONS more than for any material rewards clearly seen and easy to recognize.

NOW we've left the land of tactics and entered Simon Sinek's Start With Why. Aimee is SO RIGHT. If you write for fame, money or glory good luck with that in a world where everyone is trying to pimp their English 101 class.

When the world is drowning in STUFF we read, buy and listen to those we trust and love. Interesting that Aimee's trust factors didn't rise with such branded supporters, but she DIDN'T guest post for Tech Crunch with an eye toward becoming famous.

She wrote because she is passionate and loves what she does and THAST IS WHY Aimee's web marketing future looks bright. Don't leave everything to chance. Read Mark Schaefer's Content Code book (yes Mark wrote the influential Content Shock post) and follow Amiee's suggestions and lead.

Lean, fun content about what we LOVE and those who love us in in all of our content marketing futures.  


Neil Ferree's comment, August 20, 5:16 PM
I said it in February 2012 and I'll say it again (with gusto) Social Shares the New SEO
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How to make content easy to share | Blog

How to make content easy to share | Blog | Curation Revolution |
Want more shares? Try a few of these tested tips and tricks to make content easy to share and get the maximum number of shares for every piece of content.
Martin (Marty) Smith's insight:

It is easy to make it easy to share your content, so no excuses. Marty 

DKW Online's curator insight, July 11, 2:26 AM #dkwonline 

Lynn Pineda's curator insight, July 11, 3:50 PM

Some very good advice to get your content shared.