Social Shopping This new Haiku Deck is an outline for a book we hope to write over the next few weeks. I'm headed to Ohio State for several weeks of treatment at the james Cancer Center and NO WAY I sit on the bench during November (not going to happen).
If you would like to help PLEASE DO SO (lol). Many ways you can help including:
* Writing content to be included. * Suggesting resources. * Suggesting great interviews. * Reading and editing (need lots of help there :).
I'm lucky to have smart, giving friends who I regularly TEST, a test they've never failed. Hope you will join me for the Social Shopping book writing journey. Writing and publishing a book is on my bucket list and I get things on that list DONE :). M (with help, lots of help)
Harvesting Content via Curation This is a great if somewhat complicated (to understand) post via my friend and great G+ curator @MarkTraphagen. I'm working on creating a matrix of their suggestions in order to show how I use Scoop.it to achieve them with ease and efficiency.
Marty Note I like Biznology's 3 Tips to increase engagement so much I added a few:
Biznlogy
1. Ask Questions, Respond to Answers
2. Personalize
3. Test ‘Em
Scenttrail 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
Controversy When Moon-Audio.com 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.
Curate 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.
Ambassadors 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.
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. Scoop.it is the clear "tool" favorite and it was interesting to see how other content curators treat something team Curagami (http://www.Curagami.com ) 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.
Invisible Giant of the New SEO shows why Google, appification, mobile and other trends are making the new SEO hard to see, understand or create tactics for.
Thinking Different = Hardest Thing Web marketing is different, powerful and transforming. If you can adopt these 5 "Secrets" and shift thinking accordingly you can win BIG online:
* Hedge and Diversify. * Over and Under. * Card count & DOUBLE DOWN. * Become a NOWIST. * Hit 4 out of 10 = Hall of Fame.
Amazing Content Marketing Tool If you don't use Haiku Deck to help create visual marketing you are missing a powerful tool. We've created 36 Haiku Decks. Over the last 22 days those decks added 8,322 views or 378 new views each day.There is NOTHING we are doing with that kind of reach...NOTHING!
We are beginning to believe Slide Decks may be an exciting new marketing channel. Amazingly NONE of our 36 decks reported zero views over the last 22 days. Even OLD decks continue to be viewed making slides and slide decks VALUABLE content indeed.
Not a complete surprise since Slideshare has been creating SEO magic for years, but Haiku Deck may have just legitimized slides as a marketing channel. You don't need an excuse to create Haiku Decks. No conference talks needed to win with these new visual marketing tools. SLIDES and Haiku Deck's CMS that sits on top of the Creative Commons are becoming a powerful content marketing tool and a widgetized marketing channel in their own right.
Movement Marketing With Orate.me Why startups create movements & community from organic fuel such as narrowing focus, winning hearts, minds & loyalty and building online community.
Haiku Deck Rocks Visual Marketing If you haven't used http://www.haikudeck.com yet you should. Mark Traphagen turned me on to it and it is the best visual marketing tool out there. Here are 5 reasons we love Haiku Deck:
* SO EASY - the creators of Haiku Deck may have made the easiest to use tool on the plant. * Free - Amazingly the tool is FREE (at the moment). * Visual Marketing - we use the tool to find images from the Creative Commons. Content marketing is hampered without great images & Haiku Deck helps you find 'em. * Their Community - great marketers creating awesome decks makes the Haiku Deck community one of our favorites (right up there with Scoop.it). * Their team - the Haiku Deck team is responsive, social and they want to help.
If you aren't using this awesome content marketing tool yet, you should be.
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.
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.
Haiku Decks Create Shares & Community If we told you there was a tool that would generate 3,200 views of your content on average and produce almost 60,000 views and over 700 shares for 34 uses (of the tool) you would USE IT right? This Curagami post shares why Haiku Deck is a powerful Internet marketing tool you should start using NOW.
When Google went public 10 years ago, co-founder Larry Page said he wanted to get his search engine's users out of Google and to the right place as fast as possible. Today, Google is often doing the opposite. WSJ's Rolfe Winkler reports on the News Hub with Tanya Rivero. (Photo: Getty Images).
Marty Note 10 years old Google is moving from search to a content and commerce portal. Increasingly Google wants to be s destination not simply the world leading sieve. Content is king and the king is beginning to emulate one of their subjects - Amazon.
Amazon has been successful at balancing their business between content and commerce. Many Amazon interactions are "rich search" engagements where we use Amazon's reviews or vast scale to teach us something about an online marketplace.
Look at Amazon's nascent entry into streaming video market. Using their loyalty program, Prime, Amazon has the most addictive and best looking streaming option. Amazon's advantage? They SELL movies as well as giving away what feels like about 1/3 of their titles FREE to prime members.
BRILLIANT use of a loyalty program since it reinforces a key benefit, access, and creates a crack cocaine like addiction. When I want to find a movie Netflix doesn't have Amazon is where I go. Lately I even pay to "rent" or "buy" a title too having plowed through free titles.
Now let's turn back to Google and realize that content, search and content are VERY different things. Amazon's use of prime to improve their streaming option into a viable digital marketplace demonstrates the interconnected synergies a commerce & content player like Amazon can achieve.
Can Google become equally as successful at content and commerce? Perhaps, but one need only look at Yahoo's struggles to be both search and content portal to question whether either is sufficiently difficult to demand full attention.
As we search less and differently Google wants to diversify and protect the kingdom they've built. Entering oceans made red with competition as both content and commerce are is a different gig. Will be interesting to see how the king adapts to being a lowly prince.
Over Planning Can KILL Your Content Marketing We see a lot of experts, gurus and people who should know better sharing yesterday's advice. We've read thousands of words about the importance of goal setting, planning and objectives for content marketing.
People talk about creating content marketing calendars and planning everything to within an inch of your life. Good luck with that. Might have worked 3 years ago, but today's social / mobile / connected world means you need to become a NOWIST.
This Curagami post embeds the influential Joy Ito TED talk about becoming a Nowist by pulling from the network to meet demand. Your content needs to do the same.
AND You need to digitally listen. We riff a few paragraphs about what it means to digitally listen such as FOLLOWING those who follow you, Retweeting and curating content from your customers and brand advocates.
Next time you read 1,000 words on planning your "content calendar" STOP and read this Curagami post so you don't over plan your content marketing.
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 - https://www.cendrinemedia.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".
Thanks to @Cendrine Marrouat - https://www.cendrinemedia.comI got into a riff about how #contentcuration is leading a new train. The train's name is community and those who get on, or those who answer the future knocking, will succeed. Those who don't won't.
Red Bull may be the strongest tribe creator in marketing. Why? Because they understand online community ground rules such as:
Red Bull’s Multi-Channel Content Marketing & Curation Strategy Summary
* Create community by focus on undiscovered heroes. * Use publishing power to ntroduce and help establish new heroes. * Tell great stories. * Its about THEM (customers, extreme athletes, cultural icons). * Tell amazing VISUAL stories. * When in doubt create something new. * Don’t worry about brand positioning. * ASSUME audience intelligence, curiosity and technical proficiency.
Others are getting those lessons too. The Curagami post shares a West Elm example. And then Red Bull changed the game again.
Marketing To An Unfinished Sentence In their 8/14 Red Bulletin Red Bull shows how to breathe new life into print, create multichannel marketing and engage their readers' curiosity, intelligence and technical proficiency.
Bet you love the Jenny Odell unfinished sentence as much as we did. One more important "new marketing" lesson to learn from The Bull.
“Link building” as it is traditionally defined is fraught with risks, gray-hat techniques, and dangerous mistakes. Don’t approach link building in a let’s-build-some-links kind of way.
If you do, you’re headed for dangerous waters. Instead, consider link building as a byproduct of being a networker, a content marketer, a local expert, a personal brand, and a social animal.
Marty Note When one of our friends shared his use of the disavow tool daily at a recent conference to our shocked and surprise. He went on to explain by alerting Google to spammy links coming into his content he was winning more and more SEO cred and suddenly we got it.
Acting proactively on the knowledge not all inbound links are equal or good can save some SEO PAIN.
Not all links are equal and some may be attempts to HURT your website. Knowing who is linking to you, thanking the good ones and alerting Google to your disdain for the bad ones is becoming an important "new SEO" tactic.
This post shares solid new ways to get good links in the first place and original great content is you best friend on that mission. What it doesn't share is the cost of bad unsolicited links. Treat all links with care and give them with even more care.
We suggest NOT letting the spider follow your links. No Follow links protect you from having the content changed or altered after you link. Even with No Follow Links ONLY link to trusted sources so you may become an authority too.
Neil's Note Let start off with a question: Why would you share the most popular content from high traffic content sites that most people are already reading and sharing?
Marty 's Note: Why I Stopped Curating From The Big Boys Interesting conversation broke out on @Neil Ferree's excellent share on G+. I agree with Neil's point and have long since stopped sharing posts from Mashable et al. I've stopped curating off of "big blogs" for several reasons including:
* Find these sites stop being BLEEDING edge and became more mainstream. My tribe and I live on the razor's edge of what's next. * I share stuff that is too middle of the road and my curation reputation takes a hit and I lose audience. * Mostly the BIG BLOGS BORE ME now (see note below about Gwen Stefani). * No way to add value to curation from BIG sites because a. they start from some reasonable and KNOWN place and b. they are going to get 500 comments and a million shares anyway. * My friends aren't there anymore.
That last bullet is the most telling. I'm part of a nomadic tribe of Internet marketers. Look at http://mashable.com/ homepage today:
* Apple & U2. * CC hacks at Home Despot.
* Gwen Stefani gives Jimmy Falon a lap dance...
BORING and CELEBRITY BORING. I don't have time to watch Jimmy Fallon (unless there is a laptop on my stomach lol) and could care less about the latest BIG whatever. That is NOT where my tribe lives.
Where My Tribe Lives - In the Desert Imagine a long, broad desert. The sand whirls and wraps like water. It feels like you could walk for a generation before seeing anything other than what you are seeing right now. Suddenly there is an ornate tent. Inside the tent the strange is mixed with the surreal as monitors glow and keys click.
This is my tribe. Far from the celebrity obsessed too big and boring (to us) now for their own good BIG blogs we compare notes about a semantic future, community, content shock and the implications of wiki-ification and appification.
We have our own publications. We have our own tools to publish too. Tools such as Scoop.it, Haiku Deck and G+ are used in creative ways daily if only so we can smile and cheer each other on. We know and learn about what matters to us from people we've come to know, trust and love.
We don't read Mashable or HuffPost unless one of US is writing or being written about.
We LIVE, BREATHE and THINK about little else than what is glowing now in that tent in the desert where our tribe is busy clicking, thinking and changing the web and Internet marketing. These are the things we care about.
While Mashable discusses what Gwen Stefani did to Jimmy Falon we are thinking about semantic web, content marketing, curation and what Mark did to Phil (or other way around). Unless Gwen created a new startup, app or is publishing something cool and different we could care less what she did to Jimmy.
Oh & U2's new album sounds cool and we are sure we will hear it one night LATE when the desert winds blow and the only sound other than U2 is the sound of a million fingers clicking, writing, thinking, collaborating and doing.
The future is different. In the future we collaborate more and care less about the lap dance someone named Gwen gave someone named Jimmy...at least in that tent far off in the desert.
Why you should Share Content From Lesser Known Authors?
Social media has a considerable amount of “noise”.
If you are going to be successful using content curation, then you need to be able to cut through the noise effectively.
If you are curating the same content everyone else is, from sources that everyone is already reading and sharing themselves, you end up amplifying the noise, not cutting through it.
Brand Sculpting creates a brand's online community in alignment with User Generated Content, a growing tribe of advocates & trending keywords & content.
5 Tips * 10 Tools including @Scoop.itPaper.li ( @Kelly Hungerford), Haiku Deck, G+, Pinterest & Others. * Community & UGC. * Digital Listening. * Analytics. * Moon Audio examples.
Clash Crowdfunding Lessons Crowdfunding may be the ultimate "in your face" DIY (Do It Yourself) disruption. Much like the CLASH's "punk ethos", so well described in The Future Is Unwritten the biopic documentary film about Joe Strummer, marketers must create content and community with authenticity and awesome, daring and original content.
Working on a companion Curagami blog post too. Here is link to HaikuDeck:
Creating a distributed content network with widgets is a vast blue ocean of low cost, high reward Internet marketing today. Won't be that way for long.
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