Curation is a Method of Presenting a Theme, through Selected Content, to an Audience

Curation is a tactic of driving engagement through online product promotion. Curation is a subtle (we think subliminal) technique of setting a tone (or you might say it is a process of building a theme) with content, or for that matter, products. In our opinion, a definition offered by Minter Dial, What is Social Curation? The 3 key success factors is helpful on the topic, and certainly worth a read.

Curation is nothing new to the Internet. In fact, Delicious, which has been around for years, is an almost pure example of curation. What’s different about curation in 2013, and of interest to us from an online product promotion perspective, is the opportunity afforded to tech businesses to pursue joint marketing opportunities, reciprocal blogging and even linking, within the context of an active content curation program. In fact, strategic alliances can be presented, quite effectively, to an audience through a shared content theme, which has been assembled by curating specific content which is presented, consistently by all parties in the strategic alliance.

Certainly every social media venue, whether one looks to Twitter, Facebook, Google Plus, or LinkedIn, is built on curation. In the case of Facebook, at its purest level, the content curated amounts to the personal artifacts of friends who all like the same things. These artifacts can amount to no more than electronic scribbling on Walls. Not to be outdone, the same process can be accomplished with Google Plus, LinkedIn and even Twitter.

We think the day has still not arrived when curation will successfully demonstrate its usefulness as a method of driving engagement. For example, do Twitter users really care about who they follow for any other reason than to attempt to capture an opportunity of collecting a new follower as the result of re publishing someone else’s Tweet at just the right time to capture the interest of a new set of eyes.

On the other hand, if a tech business marketer understands the role, which we think is a subtle one, that curation plays as a nevertheless essential method of building an appealing, familiar surrounding for one’s audience, then we think the important points will have been communicated. For the record, we have no success, to date, implementing curation as a method of driving engagement. Further, from what we understand of the history of Delicious, we think that a truly effective method of capitalizing on this activiy has yet to be found for online product promotion.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved


Don’t Bet on Products for Enterprise IT Social Media Applications Paying Off Anytime Soon

Enterprise IT ISVs should not bet on social media applications catching fire anytime soon. A toehold for these applications has been established with enterprise IT organizations for financial services businesses, but for far different objectives than is the case for manufacturers of consumer goods (Procter & Gamble, PepsiCo, etc). What we’ve heard from our contacts is that these applications (principally social media “add-ons” for Microsoft® SharePoint®) have been successfully implemented to hasten collaboration between different business lines to better support clients. But given the inherent tendency of these businesses to coalesce around silos, we see steady, but slow growth over then next near term for these applications.

Building social media features into other applications, such as SharePoint, which will require some effort, on the part of enterprise IT customers, to implement business process re-engineering (BPR) may make sense. There is a substantial level of discussion, presently (summer, 2012), around the topic of “adoption” for products like SharePoint, which we think is simply another name for BPR. Therefore, it is safe to assume that Microsoft and its partners understand that successful implementations of SharePoint will require BPR. Of course, BPR requires, at a minimum, a re-organization of silos. As these groups are restructured opportunities will likely emerge to utilize social media applications to hasten succesful completion of processes.

If enterprise IT market place realities, as we have delineated them above, make sense for your business, then you may want to proceed with social media product development. The same process should be implemented to test product assumptions as we have sketched through earlier posts to this blog. Skipping this step will likely prove to be a costly oversight. Once again, a market sampling campaign should produce useful indicators of customer interest in the product. Further, customer notions about features, benefits, etc. should be utilized to modify a product to better fit market needs. After all, the closer product development adheres to market sentiment, the greater the likelihood of a positive reception for them once they are finally released for purchase.

IMB Enterprises, Inc. welcomes opportunities to design market sampling programs for enterprise IT ISVs. Our expertise includes contact list development as well as direct engagement. As well, we have extensive experience with integrated direct marketing efforts. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Ira at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved