Content Curation: Advocates, Influencers and Relevance

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).

4moms
aden + anais
Amy Michelle Go Totes
Baberoo – UK
Baby Einstein
Baby Jogger
Baby K’tan
Baby Trend
BabyBjorn
BabyEarth
BabyGanics
babyletto
Bambino Mio
Beaba – France
Beaba USA
Beco Baby Carrier
Boon Inc
Bravado Designs
Bright Starts
Britax
Britax UK
Bumbleride
Bumbo
Bumbo Australia
bumGenius
Bumkins Finer Baby Products
Bummis
Caden Lane
California Baby
CamelBak
Chicco Malaysia
CleanWell
Combi USA
COYUCHI
Crane USA
Cuski
Cybex
Desden
Diono UK
Dr Brown’s Natural Flow UK
Dr. Brown’s Baby
Earth Love’n Paper
Earth Mama Angel Baby
Eco Sprout
Eddie Bauer
Episencial Skin Care
ERGObaby
Evenflo
Flensted Mobiles
Floppy Seat
FuzziBunz Cloth Diapers
gDiapers
GoGreen Diapers
Graco Children’s Products
Green to Grow
Green Toys
GroVia
HABA USA
i play., Inc.
Kolcraft
Nosefrida
Philips Avent
Philips Avent – RD
Philips Avent – UK
Sprout
The Boppy Company
The First Years
the world of Eric Carle

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?

Be sure to download our latest  eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.   And ….
The rules of the game have changed. And they keep changing annually. Are you up to date on what an executive needs to know about social media marketing and sales? Read about these seven simple but powerful insights that are critical to achieving 7 Social Marketing & Sales Strategies Executives Must Know in 2013your corporate goals in the age of social media.   Get this critical new 16-page report written by Brian Carter, Dr. Natalie Petouhoff and Chase McMichael today.

2 thoughts on “Content Curation: Advocates, Influencers and Relevance

  1. I also think so That “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.”

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