Content curation is a critical aspect of an organization's social media and content marketing strategies. Used correctly, it has the power to inspire, influence, and impact the way your customers are making purchase decisions. Watch Ashley Brookes, Senior Brand and Content Manager at Hootsuite as she shares real-world tips on how to curate content to ensure social success, plus best practices, metrics, and scalability for social content. This session from the record-breaking New Rules of Marketing Virtual Event will show you: -Best practices to drive traffic, improve SEO, and maintain brand relevance in social streams -Sourcing, sharing, and measuring the impact of content that resonates with your audience -Scaling social campaigns through a blend of original and curated content

2. A Guide to Content Curation:
How Social Media Changed the Game
Ashley Jane Brookes
@ashjbee

3. 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

4. We learn from the best…
79 of the Fortune 100 use HootSuite

5. Over
7 Million
of the World’s
Most Active
Social SMBs

6. What is Social Content Curation?

7. The practice of using social
networks to find, organize, and
share the best and most relevant
content on a specific topic.

8. Content Curation
Real World Examples
http://contentmarketinginstitute.com/2013/02/content-curation-tips-from-brand-success-stories/

9. Media

10. Business Models

11. Social Networks: Pinterest

12. Content Marketing

13. • 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

14. What most People Think:
Cost-Effective Content Marketing

15. We need to be Focused on the Benefit
for our Audience

16. How HootSuite does it!

17. Social Media is the Core of our
Content Curation

18. 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

19. Listening & Discovery

20. Listening & Discovery

21. User Generated Content

22. Sharing & Publishing

23. Amplify – The Secret Weapon

24. Empowerment Model
ContainmentEmpowerment
Priority: Participation & Reach Priority: Security & Control
How to go broad?

25. Empowerment Model
ContainmentEmpowerment
Participation & Reach

26. Source: Pew Research, Burson-Marsteller, Fortune

27. “We’re the
Social Media
team!”

28. “We are all Social”

29. Broad AdoptionConcentrated Adoption

30. Empowering company thought
leaders to share knowledge with the
broader community, and build the
HP brand in the process.

31. Empowering franchisees to engage
customers in their local community,
driving loyalty and visits.

32. Content Dissemination
Organization-Wide Collaboration
Message Assignments/Workflow
✔
✔
✔
Geo-Searching/Posting✔
Keys to Success

33. Scaling Social: Internal Curation

34. • True Curation
• Context
• Timing
• Quality
• Experience
We are Focused on Adding Value

35. Remember your Audience:
What do they want?

36. Dedicated Team: Quality

37. Timing: Newsjacking

38. Experience: Responsive

39. 6 Tips for Effective
Content Curation

40. #1 Don’t just be a repeating station

41. #2 Handpicked Content

42. #3 Align with Your Brand

43. #4 Align with Your Brand

44. #5 Don’t Spray and Pray

45. #6 Your Audience are Humans not Robots

46. Thank You!
Feel free to contact me on twitter @ashjbee