how curation can help build community
TRANSCRIPT
Privileged and Confidential© LIVEFYRE 2015
How Curation Can Help Build Community
Skyler Rogers
Community Manager
Privileged and Confidential© LIVEFYRE 2015
What is Storify?
“Find the voices online that matter.”
Privileged and Confidential© LIVEFYRE 2015
What is Storify?
Story Editor
Editor Sources
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What is Storify?
People Magazine
The White House
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What is Storify?
2010: Public launch
2011: TIME 50 Best Websites
2013: First Pulitzer
2015: Multiple ONA finalists
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Why Curate?
Organic reach of Facebook Page posts is less than 2% of your Likes. (@Ogilvy)
According to @Moz, the “shelf life” of a tweet is just 18 minutes.
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Curation gives something of lasting value.
(If you avoid common curation mistakes.)
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Curation isn’t:AGGREGATION
Hoarding makes it hard to
find what’s valuable.
Biggest offender: Brands
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Curation isn’t:ARCHIVING
Don’t make your audience work hard
to find the narrative.
Biggest offender: Twitter chats
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Curation:
Items are chosen by an expert - you!
Take care in how content is arranged.
Provide context; build a narrative.
Valuable experience for the audience.
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CURATION
VALUE = CARE + CONTEXT Create something that’s valuable to the intended audience.
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What do we mean by Care?
Quick questions to ask while curating:
’Why am I including this?’
‘Is there a better source of info?’
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What do we mean by Context?
As the content specialist, what info can you add? • Event itinerary • Outline a Twitter chat’s Q&A • Links and “Learn More” opportunities
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What do we mean by Context?
Example: CMX East recap
• Add itinerary
• Link to speakers on Twitter
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What do we mean by Context?
Example: Clarence House
• Explain relevance of hashtag
• Connect to the event narrative
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CURATION WEARS EVERY HAT
Community Management is cross-departmental. No matter what “hat” you’re wearing, curation can help.
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How curation helps Marketing
• Supplement your Content Marketing needs
• Show your work with visual ROI on social campaigns
• Surface WoM internally
• Examples: HBO, Cisco, FedEx
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How curation helps Product
• Build out your buyer personas
• Earn a seat at the product feedback table
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How curation helps Community
• Reinforce the “shared experience”
• Provide valuable info for new members
• Highlight contributors
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Tips and Questions
• Diversify your sources
(Twitter only tells part of the story, and almost everything is embeddable. See embed.ly)
• Take shortcuts to good content
(Twitter Lists, Subreddits, Geolocation, Verified users, Advanced search)
• There’s always something to curate
(Even if no one’s talking about you, they’re talking about the problem you solve)
• When appropriate, close the loop with contributors
(Look for curation tools that have notification or request options built in)
THANK YOUSan Francisco, CANew York, NYLondon, UK
@livefyre.com press.livefyre.com blog.livefyre.com
Skyler Rogers COMMUNITY [email protected]