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A Guide to Content Curation:
How Social Media Changed the Game
Ashley Jane Brookes
@ashjbee
Poll Question
What is your comfort level with Social Media?
1. Novice
2. Intermediate
3. Advanced
Is your organization currently using Content Marketing as a strategy?
1. Yes
2. No
Does your organization use HootSuite, Social Media Management System?
1. Yes
2. No
We learn from the best…
79 of the Fortune 100 use HootSuite
Over
7 Million
of the World’s
Most Active
Social SMBs
What is Social Content Curation?
The practice of using social
networks to find, organize, and
share the best and most relevant
content on a specific topic.
Content Curation
Real World Examples
http://contentmarketinginstitute.com/2013/02/content-curation-tips-from-brand-success-stories/
Media
Business Models
Social Networks: Pinterest
Content Marketing
• Traffic
• SEO
• Lead Generation
• Build Social Channels/Engagement
• Credibility
• Lead Nurturing
The Benefits of Content Curation:
Info: http://info.curata.com/rs/hivefire/images/Curata_OpenShutCaseContentCuration_ebook.pdf
What most People Think:
Cost-Effective Content Marketing
We need to be Focused on the Benefit
for our Audience
How HootSuite does it!
Social Media is the Core of our
Content Curation
3 Steps to Social Content Curation
1. Listening & Discovery
Find relevant quality content
2. Sharing & Publishing
Get that content to your audience
3. Amplify
The Secret Weapon
Listening & Discovery
Listening & Discovery
User Generated Content
Sharing & Publishing
Amplify – The Secret Weapon
Empowerment Model
ContainmentEmpowerment
Priority: Participation & Reach Priority: Security & Control
How to go broad?
Empowerment Model
ContainmentEmpowerment
Participation & Reach
Source: Pew Research, Burson-Marsteller, Fortune
“We’re the
Social Media
team!”
“We are all Social”
Broad AdoptionConcentrated Adoption
Empowering company thought
leaders to share knowledge with the
broader community, and build the
HP brand in the process.
Empowering franchisees to engage
customers in their local community,
driving loyalty and visits.
Content Dissemination
Organization-Wide Collaboration
Message Assignments/Workflow
✔
✔
✔
Geo-Searching/Posting✔
Keys to Success
Scaling Social: Internal Curation
• True Curation
• Context
• Timing
• Quality
• Experience
We are Focused on Adding Value
Remember your Audience:
What do they want?
Dedicated Team: Quality
Timing: Newsjacking
Experience: Responsive
6 Tips for Effective
Content Curation
#1 Don’t just be a repeating station
#2 Handpicked Content
#3 Align with Your Brand
#4 Align with Your Brand
#5 Don’t Spray and Pray
#6 Your Audience are Humans not Robots
Thank You!
Feel free to contact me on twitter @ashjbee

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A Guide to Content Curation: How Social Media Changed the Game