something specific they need or they are interested into. 2. By intercepting a specific need you know exactly what your audience wants and why. 3. People today want to get their info, their tools and services from someone they consider a “trusted” specialist, an expert. Why to intercept a specific need?
someone to go to” on that topic. People / orgs who can create valuable objects are considered “reputable”. 2. To become “visible”. This is why you need to create something really special and unique. Something that is of actual value (usefulness) to a specific group of people. Quantity is not enough. It is quality and usefulness-insight that make the difference. 3. To become “trusted” by sharing valuable things. Offline and online. (Links from others, articles about you, reviews, etc.) Why to create value?
find immediately something useful. 2. To give them something so good they do want to come back for more. 3. To motivate others to talk, recommend, reference, mention and link your good work. Why to create value?
use of it now) 2. Unique (haven’t seen anything like it before) 3. Special (has special, unexpected cool features) 4. Personalized (it seems to be cut exactly for my need) 5. Exclusive (unavailable elsewhere) 6. Accessible (easy to get to) Here the ones that work for me: 2) Create Value
information that is self-contained – complete – organized 8. Provides me with a comprehensive view of something 9. Gives me access to all of the resources available 10. Makes sense for me of something otherwise complex, difficult to understand, scattered Here the ones that work for me: 2) Create Value
junk • No added value – just more noise • No Focus, just more news to go through • No voice – no insight to be gained • Easier, trendy way to produce content with zero effort • Better than a blog for who is looking just for that • A kind of touristic, amateurish photo shoot
the real “sound” • The more "noise" there is in the news stream the easier it is to distinguish what is good and relevant from what is not. • You can hear the same very concept explained by Robert Scoble (at min: 19' 30") in this excellent video interview done with Howard Rheingold on the very topic of online content curation
just another publishing tool • Competence, interest, attention to curators’ real needs • Credit, attribution, transparency • Support for existing open standards • Rewarding quality work • New display and delivery formats • Search facilities • Access to Archives • Freedom of choice for where I want to publish
fans willing to support your mission and projects/initiatives. 2. To be able to become a trusted reference for them, on your specific subject matter area. 3. To listen closely to what your fans and potential customers want. 4. To understand and identify their PINs 5. To create the premises for a sustainable and productive ecosystem. Why to cultivate a following?
by going out of your way in listening and responding to their problems interests and needs (PINs). • Your fan success and satisfaction comes before your own. It is through their appreciation and satisfaction that you will grow and survive. • Invent new ways in which your fans can start also helping each other out. Nurture, Care, Truly Help 3) Cultivate fans
list • Obtain permission to have a relationship exchange • Not by asking first name an emails, but by first giving out freely objects that build your reputation and then offering more “advanced” value that need a sign-up to be accessed
warmly • Talk/Write to that person directly as if it was a friend, not as a company would typically “broadcast” information and news to its customers • Use the “I” and “you” rather than the default “media plural” (we are going to.... And you guys are going to..)
2. To build value starting from what they need, rather than what you think they do 3. To improve and refine your services and offerings on the basis of their feedback and suggestions 4. To be part of the ecosystem and to grow with it, rather than to plan it at a table and “engineer” it into a direction. Why to deep-listen?
able to carry our mission – project ahead over time 2. To help your fans – community solve their problems and move forward 3. To gain more “authority” and reputation in your area, and 4. To gain more visibility to those who are actively searching for a solution in your area of expertise 5. To leave something of value behind