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Presentation given at WebCom Montreal, November 16, 2011

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Building Thought Leadership through Content Curation


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    building thought leadership through content curation

    Building Thought Leadership through Content Curation

    BuildingTHOUGHT LEADERSHIP in an age ofCURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s University • @corinnew

    cu ra torsomeone who plans and oversees

    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.

    sper ma lo gos a bird picking up seeds here

    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.

    an aggregator simply bundles together pieces

    An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.

    an aggregator simply bundles together pieces 1

    An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.

    is bundling tweets and repackaging them

    Is bundling tweets and repackaging them in newspaper style format really curation?

    is bundling tweets and repackaging them 1

    Is bundling tweets and repackaging them in newspaper style format really curation?

    a curator adds a point of view and contextualizes

    A curator adds a point of view and contextualizes the info s/he is culling together thereby framing the message

    anyone can collect links and algorithms

    “ 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

    findstepsto successful track selectcuration

    findSTEPSto successful track selectcuration engage editorialize share arrange create

    1 find identify your niche find content sources

    1. FIND • Identify your niche • Find content sources

    1 find identify your niche find content sources 1

    1. FIND • Identify your niche • Find content sources - set up a network (PLN)

    1 find identify your niche find content sources 2

    1. FIND • Identify your niche • Find content sources - set up a network (PLN) • Aggregate what you discover

    the summation of human experience isbeing

    “ 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.

    the summation of human experience isbeing 1

    “ 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

    2 select filter content select content quality

    2. SELECT • Filter content • Select content: - quality

    2 select filter content select content quality 1

    2. SELECT • Filter content • Select content: - quality - originality

    2 select filter content select content quality 2

    2. SELECT • Filter content • Select content: - quality - originality - relevance

    3 editorialize contextualize content introduce 1

    3. EDITORIALIZE • Contextualize content • Introduce/summarize • Add your perspective

    a retweet with no comment of your own can easily

    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

    arrange4 sort content rank content lay out content

    Arrange4. • Sort content • Rank content • Lay out content

    arrange4 sort content rank content 1

    Arrange4. • Sort content • Rank content • Lay out content - Juxtaposition

    info molecules a curator is an information

    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

    info molecules a curator is an information 1

    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

    create5 decide on a format paper li scoop it

    CREATE5. • Decide on a format - Paper.li, Scoop.it

    create5 decide on a format paper li scoop

    CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful

    create5 decide on a format paper li scoop 1

    CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation

    create5 decide on a format paper li scoop 2

    CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation • Credit sources

    share6 identify your audience what media do they

    SHARE6. • Identify your audience • What media do they use?

    share6 identify your audience what media do they 1

    SHARE6. • Identify your audience • What media do they use? - share where they are

    share6 identify your audience what media do they 2

    SHARE6. • Identify your audience • What media do they use? - share where they are • Sharing as a lagniappe

    7 engage host the conversation provide space

    7. ENGAGE • Host the conversation - Provide space - Participate - Animate

    8 track track engagement track thought leadership

    8. TRACK • Track engagement • Track thought leadership

    8 track track engagement track thought leadership 1

    8. TRACK • Track engagement • Track thought leadership • Improve

    every company needs to become a media company

    “ Every company needs to become a media company - Tom Foremski “

    cattenom world s 7th largest nuclear power

    Cattenom:World’s 7th largest nuclear power plantFirst nuclear power plant to tweet

    5 623 tweets individualsmarch 11 april 11major

    .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

    an aggregation of industry gov media

    An aggregation of industry, gov. & media voicesLearned the language of RTs

    creditscorinne weisgerber ph d asst prof

    creditsCorinne Weisgerber, Ph.D.Asst. Prof. of Communication St. Edward’s University Twitter: @corinnew