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Building Thought Leadership through Content Curation

Presentation given at WebCom Montreal, November 16, 2011

Building Thought Leadership through Content Curation

  1. BuildingTHOUGHT LEADERSHIP in an age ofCURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s University • @corinnew
  2. cu • ra • tor
  3. cu • ra • torSomeone who plans and oversees thearrangement, cataloguing, and exhibitionof collections. S/he describes andanalyzes valuable objects for the benefitof researchers and the public.
  4. contentIS KING
  5. content
  6. contentcreated
  7. content aggregatedcreated
  8. content aggregatedcreated curated
  9. contentcuration vs. aggregation
  10. sper•ma•lo•gos - a bird picking up seeds here and there.A loafer in the marketplace who picks up scraps of learning& then parades them around without first digesting them.
  11. An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.
  12. An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.
  13. Is bundling tweets and repackaging them in newspaper style format really curation?
  14. Is bundling tweets and repackaging them in newspaper style format really curation?
  15. A curator adds a point of view and contextualizes the info s/he is culling together thereby framing the message
  16. “ Anyone can collect links, and algorithms can aggregate. But only trained editors have the skills to select and collect the best information and build a “ loyal audience. - Mark Briggs, Journalism Next
  17. curationHow to become a KING
  18. curationHow to become a KING
  19. STEPSto successfulcuration
  20. findSTEPSto successful track selectcuration engage editorialize share arrange create
  21. 1. FIND • Identify your niche
  22. 1. FIND • Identify your niche • Find content sources
  23. 1. FIND • Identify your niche • Find content sources - set up a network (PLN)
  24. 1. FIND • Identify your niche • Find content sources - set up a network (PLN) • Aggregate what you discover
  25. “ The summation of human experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the momentarily“ important item is the same as was used in the days of square-rigged ships.
  26. “ The summation of human experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the momentarily important item is the same as was used in the days of square-rigged ships. “ Vannevar Bush, 1945
  27. 2. SELECT • Filter content
  28. 2. SELECT • Filter content • Select content:
  29. 2. SELECT • Filter content • Select content: - quality
  30. 2. SELECT • Filter content • Select content: - quality - originality
  31. 2. SELECT • Filter content • Select content: - quality - originality - relevance
  32. 3. EDITORIALIZE • Contextualize content
  33. 3. EDITORIALIZE • Contextualize content • Introduce/summarize
  34. 3. EDITORIALIZE • Contextualize content • Introduce/summarize • Add your perspective
  35. A retweet with no comment of your own can easily be seenas a sign of approval of what you’re relaying. For instance:RT @jonescampaign smith’s policies would destroy ourschoolsUnadorned retweets must be avoided. Use colons &quote marks to make clear you’re simply retweetingopinionated material.RT Jones campaign now denouncing smith on education:@jonescampaign smith’s policies would destroy our schools
  36. Arrange4. • Sort content
  37. Arrange4. • Sort content • Rank content
  38. Arrange4. • Sort content • Rank content • Lay out content
  39. Arrange4. • Sort content • Rank content • Lay out content - Juxtaposition
  40. INFO MOLECULES“A curator is an information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” - Scoble
  41. INFO MOLECULES“A curator is an information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” - Scoble
  42. CREATE5. • Decide on a format
  43. CREATE5. • Decide on a format - Paper.li, Scoop.it
  44. CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful
  45. CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation
  46. CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation • Credit sources
  47. SHARE6. • Identify your audience
  48. SHARE6. • Identify your audience • What media do they use?
  49. SHARE6. • Identify your audience • What media do they use? - share where they are
  50. SHARE6. • Identify your audience • What media do they use? - share where they are • Sharing as a lagniappe
  51. 7. ENGAGE • Host the conversation - Provide space - Participate - Animate
  52. 8. TRACK • Track engagement
  53. 8. TRACK • Track engagement • Track thought leadership
  54. 8. TRACK • Track engagement • Track thought leadership • Improve
  55. curationEXAMPLES from the eld of journalism
  56. “ Every company needs to become a media company - Tom Foremski “
  57. AndySenior Strategist @ NPRCARVIN
  58. Bing’s editor’s picks
  59. Cattenom:World’s 7th largest nuclear power plant
  60. Cattenom:World’s 7th largest nuclear power plant
  61. Cattenom:World’s 7th largest nuclear power plantFirst nuclear power plant to tweet
  62. .5% ()623 Tweets IndividualsMarch 11 - April 11Major Switch to Retweets 31.1% (194) Industry 18% (112) Gov. orgs .2% () Automotive 12.7% (79) Orig. Tweets 28.9% (180) News 8.7% (54) Politicians
  63. An aggregation of industry, gov. & media voicesLearned the language of RTs
  64. Curation using Scoop.it
  65. Disney’s Campaign Why use visitor’s video footage?
  66. Disney’s Campaign Why use visitor’s video footage?
  67. creditsCorinne Weisgerber, Ph.D.Asst. Prof. of Communication St. Edward’s University Twitter: @corinnew

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