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Why content curation is a new form of communication
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Why content curation is a new form of communication


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These are the slides of a talk Guillaume gave at the University of San Francisco on Sept. 17, 2013. ...

These are the slides of a talk Guillaume gave at the University of San Francisco on Sept. 17, 2013.

In a post Web 2.0 world, communication has to be re-invented which brings a huge opportunity to individuals, organizations or brands: content curation. While the history of communication until the end of the previous century has only been focusing on enlarging the distribution to a few published or broadcasted content creators, we now live in information overload where content curators can be the new super heroes.

Published in: Marketing, Technologies, Design

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  • 1. Why content curation is a new form of communication Talk at the University of San Francisco 9/17/13 @gdecugis Guillaume Decugis Co-Founder & CEO,
  • 2. Communication back then The Famous The Storytellers The Rest of Us @gdecugis “One to Many”
  • 3. Brand, content & media creation Brand Media @gdecugis Content
  • 4. Media creation & distribution 1000 BC 1200 AD 1848 AD Distribution @gdecugis
  • 5. Mass Media. Mass distribution, narrow creation. 1923 1940 1969 Distribution @gdecugis
  • 6. Communication pre-Internet The Famous The Storytellers The Rest of Us @gdecugis “One to Many” Faster, broader
  • 7. Internet > Mass Media Mass Distribution Mass Creation @gdecugis
  • 8. Information overload I’m talking to you! I’mlooking for you! @gdecugis
  • 9. Attention scarcity transformed content strategies “Content is king” Bill Gates Microsoft “Brands must become media to earn relevance” Brian Solis Altimeter Group @gdecugis
  • 10. A race to great content @gdecugis
  • 11. Where not even sky is the limit @gdecugis
  • 12. Communication post Web 2.0 The Famous All of Us The Storytellers Content Curators Opportunity The Rest of Us @gdecugis All of Us
  • 13. ContentCurator ? “Someone who finds, groups, organizes and shares the best and most relevant content on a specific issue” RohitBhargava Influencial Marketing Group “A Web Super Hero” Steve Rosenbaum Curation Nation @gdecugis
  • 14. The Interest Graph: where Social Discovery meets Search Relevancy discover Social Graph Interest Graph noisy relevant Search find @gdecugis
  • 15. The opportunity for individuals, organizations and businesses Interest-based publishing-by-curation @gdecugis
  • 16. 1 Discover @gdecugis
  • 17. 2 Enrich 1 Discover @gdecugis
  • 18. 3 Share 2 Enrich 1 Discover @gdecugis
  • 19. today 650k Community of Curators 7MM+ 50MM+ Monthly unique visitors Curated content items Weekly Traffic @gdecugis
  • 20. Who are these new super heroes? @gdecugis
  • 21. Independent professionals - Show professional expertise Research a topic Generate business leads Save time Some have audiences > 1MM views "Content curation will help to establish oneself as a knowledgeable resource who adds value to a topic or community." Lauren Moss, Architect ( "Over the past years I've tested different content curation sites and found to be the leader in both innovation and traffic building potential.” Brian Yanish, Marketing Consultant ( @gdecugis
  • 22. Startups & SMB’s - Show thought leadership Share a vision Educate a nascent market Improve SEO Show press traction Leverage Web site integration Some have indexed 50,000 more pages in search engines and reached audiences in 100,000’s HealthCare Mobile, mobile app developer ( Ecovadis, supply chain software ( IS Decisions, IT software ( Open Garden, wireless technology ( @gdecugis
  • 23. Non-Profits CancerCommons, Cancer Research Accelerate the learning cycle on cancer treatments: - Educate patients on latest research - Provide research digests to clinicians Ashoka, Social Entrepreneurship Promote change through social entrepreneurship initiatives: - Find quality content for their newsletters - Keep their community engaged @gdecugis
  • 24. Entreprise - Increase social media, web site or newsletter engagement Team curation Internal communication Community contributions SEO Orange, European mobile operator PepsiCo HR, Food & Beverage Ring Central, Cloud-based phone system Reed Exhibitions, Largest event producer Havas Worldwide, Global advertising @gdecugis
  • 25. Educators - “Text book in the cloud” Develop students’ critical thinking Develop personal brand "Seriously, more people know me from than all my research published in academic journals.” Seth Dixon, Rhode Island College Professor “[Using]gave my kids the opportunity to make several decisions about the quality of the content that they were finding on a controversial topic.” Bill Ferriter, 6th grade teacher, North Carolina @gdecugis
  • 26. Are you ready to become a gatekeeper in your field ? Get Started Guillaume Decugis Co-Founder & CEO Come say hi! 48 2nd St, San Francisco @gdecugis