The success of Flipboard, Paper.li and Scoop.it can be attributed to topic filtering and content aggregation. With the recent Linkedin acquisition of RSS visualizer Pulse.me for $90MM visual content access has never been hotter. Tumblr which was recently purchased for a massive $1.1B is in may ways a curation platform. Combining the social graph of friends’ Facebook and Twitter connections to determine what content is trending and advance interface design the renaissance of intelligent content consumption is on. The overall success of social news generation depends heavily on quality content creation and brands are doing every thing to leverage content marketing as the new ad wooing customers to engage.
There are many feature companies such as Curated.by, Topsy, Percolate and others, offer amazing keyword curation, from tracking number of clicks to who is grouping around a topic. The challenge is applying the right social insights matched with enterprise-grade data handling. The consumer has moved from a keyword world to an interest graph requiring great context filtering over the array of content being consumers. This content consumption graph is the bases of a smarter approach to curation creating techniques brands can leverage across this lucrative consumer data stream.
Tapping content shared among your friends, i.e. content crowdsourcing, is not new but the intelligence to parse what should be curated and how is. Enabling brands to be at the center of vertical content discovery is a valuable way to leverage this almost infinite information stream, while keeping the conversation relevant to your audience. Even linked in has jumped in on the curation game, however, the relevance is very lacking and not based on trending interest topics.
Current solutions can explore links from your Twitter stream, plus your followers and their followers, ranking them based on how many people link to them. These products are conceptually similar but sorted based on contributors. Paper.li also achieves this type of curation, while exposing influential people on Twitter.
Collaborative filtering has been discussed since 2002, but it was Twitter and Facebook’s sharing of links plus feed amplification through the social graph which was the game changer.
Here is a great illustration of brands and their comparative engagement. If you are selling into the baby market this information is priceless. What’s trending over these brands is also an amazing curation source and a barometer to relevance over and industry. By dissecting the content down and applying scores on each content creates a much greater degree of flexibility and relevance.
Below are all the brand found in the InfiniGraph Engagement Insights report click on a brand name to see in real time what’s tending and the consumer brand affinity on the right of each brand. Collectively used to surface trends and industry insights. Its easy to see the content trends in action on each brand now take the industry collective and you have Hypercuration(tm).
What’s the big deal? For a brand, knowing your audience and who has the most social resonance with specific content provides a valuable engagement conduit to similar communities. Accessing the industry averages enables content programing based on statistical analysis not guess work. Finding your advocates by how much relevant action they’re engaged within over a content vertical is the best way of identifying authentic social interaction. See Blooming Baby example on a post that truly acheive massive engagement. If you’re in the baby products and missed this one here is just a sample of trends that would benefit your brand by doing smart co-marketing.
Below is a visual breakdown of what’s tending over the baby and toddler brand segment. Category segmentation enables you to determine content interests resulting in key social indicators and what content best matches a brand audience. Brand managers need to know what’s working prior to developing a content strategy.
Tools that measure your reach and determine the best content approach are still primitive. Bit.ly and similar tools work most of the time, except when links are altered by other social services. Sharethis and AddThis are trying to address this issue but requires the installation of the widget. Bring together many data sources is complicated and the marketing department doesn’t need more data they need specific direction.
Tools like SocialTALK, Zuberance also enable tracking shared reviews. Rowfeeder pulls data directly from Twitter and Facebook and counts brand mentions to help find possible advocates and Socialchorus leverage managed networked influencers to push brand messages. The main problem is most consumes are not mentioning the brand name but acting on content relevant to and industry. While the combining social monitoring and analytics with various sharing tools is possible, challenges still remain when looking to get influencers and advocate continuously engaged.
The benefits of accessing social engagement over an industry offers marketers a way to map relevant conversations ranked by influence, something that was previously impossible. But identifying brand advocates based on true social interaction and authenticity is still very difficult. Here we looked at both brand and people with high content engagement within a specific industry.
Yet it’s becoming critical for brands to better understand how their content is being shared, how similar content is being consumed and where the content of competitors is being shared online. Using large-scale engagement performance techniques enable the heads of marketing to find the most relevant content to drive strategy, planning and curation, while engaging their audiences with far greater relevance.
Going beyond keyword monitoring and looking for opportunities to optimize the word-of-mouth effect of your social network content will greatly increase your reach. So key questions to ask your team are: How do you track your content today? What content are you curating through your feeds and what’s getting the most traction?