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CREATING, CURATING AND CULTIVATING THE SOCIAL WEB How Brands Can Make Sense of the Madness Esteban Contreras Social Media Manager Samsung USA M2C  |   PARIS  |  MARCH 28, 2011
Esteban and Somerlea, 2002
Years of shared experiences
Online relationships are as human as offline relationships
[object Object]
The creation and curation of relevant content, coupled with the cultivation of a relationship, leads to trust
[object Object]
Why   You Need to Create Hugh Macleod
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How   You Need to Create
Strive to be engaging, balanced and experimental
[object Object],Never be boring
Plan and coordinate, but don’t depend on calendars
“ Message” Time Stamp Identity Profile Pic App Hashtag Background Think beyond the message  RTs Name
Be the message: The message is the messenger
Work with experts who know what they’re doing
Go DIY when you need to
Embrace real-time
Capture moments you’d like to see again
Have fun with locations, check-ins and games
Visualize data Note: Some of this data is not final. This is only an example.
Visualize data Note: Some of this data is not final. This is only an example.
@ThatDrew @GaryVee @kk Photo taken 5 Mins.  Earlier Know your audience
Integrate design, communications, and tech
[object Object]
“ Brands have the expertise, the time, and the money to be great editors and curators of digital content. It seems reasonable to conclude that one part of being a great brand is now also being a great curator.”  Steven Rosenbaum Why   You Need to Curate
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How   You Need to Curate
Listen, make lists, and be curious
http://bit.ly/gicHCR   Know the tools and services available
Remember: Machines filter, humans curate
Think big
Bridge online and offline
Always give credit
Always link back
Thank content creators
Involve your audience / community
Provide insight, expertise and meaning
Enable offline experiences
[object Object]
“ We have entered a new era in which developing strong consumer relationships is pivotal to a brand or company’s success .” Gary Vaynerchuk Why You Need to Cultivate
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How   You Need to Cultivate
Constantly engage publicly and privately
Leverage tools to know what your audience values
Know where they are coming from
Fail no one
Be patient and practice being conversational
Provide or facilitate customer service
Genuinely say thank you
Enable Conversations
Be part of offline communities and meet IRL
Connect the world with your company
[object Object]
That is why you  create   content That is why you  curate   content That is why you  cultivate   long-term relationships online & offline
[object Object],www.twitter.com/samsungesteban   www.twitter.com/socialnerdia   www.facebook.com/estebancontreras www.flickr.com/socialnerdia www.slideshare.com/socialnerdia   [email_address] [email_address] www.twitter.com/samsungtweets www.facebook.com/samsungusa www.youtube.com/samsungusa www.flickr.com/samsungusa www.slideshare.com/samsungusa www.samsung.com/us   www.samsung.com/sxswi   Samsung USA: Esteban:

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