Monday, February 16, 2009

Blog Authors and Content Collaboration

One of the bloggers which I follow and am most fascinated by is Bud Caddell's What Consumes Me, not only because of Bud's thinking or for kindly sharing it, but mostly because of his ability to take the blog medium and use it as a platform for collaboration. Take a visit to his blog and you'll see exactly what it mean.

"I want to write for your blog. Gratis. But you have to give me a great question or profound thought to ponder."

This is how Bud starts off posts written for other fellow bloggers, then asking his visitors to visit the blog to read the guest article in its entirety. 

As a hats off to Bud for fostering collaboration among the personal blogging crowd, I'd like to take the idea up as one to follow. I've enjoyed commenting with several of you, emailing and reaching out to others, and have had the pleasure of posting content on History Repeats Digitally as well as on Slideshare where I have also met some great people. 

I'd like to reach out to some of you personally over the next couple of weeks to ask if you are interested in contributing to this blog on a per-post basis, with the intention of fostering collaboration, and stating that I'd be happy to do the same on your blog if the occasion arises.

Thanks to all for continuing to read and share your thoughts.

Social Content Aggregation

Last week I had an interesting discussion with a colleague of mine regarding content syndication, aggregation, and the technology allowing all of this. In also thinking of an earlier example such as FriendFeed (which i've stated was like an RSS feed for social updates), I couldn't help but think of the how the aggregator service provides new thinking in how the role of personalized portals is changing.

Not only that, but I also believe that the role of the micro-site as a single point of distribution for content is changing as well. One example recently executed is Adidas' NBA All Star '09 site (via David Armano), which shows how a brand's use of aggregating social content creates a unique point of distribution as the result of content being posted, uploaded, and created across other media entities such as Twitter, Flickr, and YouTube.

The result is a micro-site serving as an aggregator for original content being posted across social media properties, which is where I think the shift towards social content strategies will emerge as we begin to come to terms with the fact that over one-third of the content we view online is now user generated. 

Something to think about as we begin to understand the change in how we consume, view, and organize content. I won't necessarily put all my eggs in one basket on this type of trend becoming mainstream among marketers just yet. It will be interesting to see if users actually want content aggregated for them without and personalization input from user themselves.  However, as I've discussed the notion of trust and curation being the future of marketing, I'm curious to see how the aggregation of social content could in fact become a step towards trusting brands to help us filter content for us on our behalf.

Wondering what others out there might think about the topic. Anyone?

Tuesday, February 3, 2009

Brand Building Through Sweat Equity

In watching HGTV the other day, I can’t help but think of the people who put in time to contribute to the value of their home, through renovations, maintenance, etc., often to increase the value of their property. This is known as sweat equity.

Likewise, marketers and their brands need to invest in sweat equity, meaning they have to take the time to work with online communities and participate in their spaces and culture to establish genuine rapport and contribute to the overall value of the community. The days of pulling a one-time stunt to build loyalty and brand followership are over, and it's going to take some real sweat equity to build brands.