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Abdul Rahim Khimani
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Abdul Rahim Khimani

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I can't make this stuff up

I'm sitting in a Starbucks doing random whatever over an iced americano. While I waiting for my drink, I watched a guy with his friend, pick up a newspaper; and start to remark on the Samsung Apple verdict.

Guy: "Wait, so what they're saying is, Samsung is the same as Apple?"
Friend: "I know, right? Makes me think twice about how much I paid for my Mac Book"
Guy: "Seriously"

Not 10 minutes later, a husband and wife, same newspaper:

Husband: "... Samsung's iPad is the same as Apple's iPad, and I paid how much for the Apple one? Honey, I told you they were a ripoff", after looking up the Samsung tablet on his iPhone.
Wife: "Oh wow," looking at the screen, "... that's a lot cheaper. Think we can return it?"

I put my Samsung QX410 on my table, and started to plug in, when he leans over to me, "Sorry, you don't mind if I ask, how much did you pay for your Samsung laptop?"

"Oh, no worries, it was $700." I replied. 

I watched shock overcome his face, like actual shock. He looked at me, blankly, for an awkward amount of time, "Mind if I have a look?" he asked. 

So, I obliged, and showed him a few things. He commented on Windows 7, so I opened up my virtual machine of OS/X... By the time the conversation was over, he was ready to kick Cupertino in the nuts, I think.

... Now, the punchline: 

I'm writing this post after the FOURTH group of Starbucks patrons have made the connection that Samsung is now the same as Apple. They don't know the details, they don't really care, what they know is Apple is saying that Samsung is the same as Apple ... and with one simple Google Search, you get prices that are basically half for what seems to be the same products -- for nearly everything. 

Two of these groups (including the husband/wife) asked me about my Samsung laptop, the second group noticed my Galaxy phone (also by Samsung)... Best billion dollar ad-campaign Samsung ever had.
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Sometimes these 16-year-olds blow me away

When I was 16 I barely knew anything about anything but here is +Nick D'Aloisio who does a better pitch for his technology and company that many CEOs who are twice his age can do. Listen in, as he describes his technology and app, called http://www.summly.com which summarizes longer posts.

I met Nick in the hallways at the DLD Conference in Munich.
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Content Curation Tools for B2B Marketing

By +Scott Gillum

Years ago, I ran marketing for a professional services firm. As with all consulting firms, our demand-generation campaigns were based on thought leadership. But getting the content for those campaigns was a long and painful process. It was actually worse than pulling teeth because most of the time we had to fabricate the teeth and then pull them.

With social media, especially the increase in blogging, and especially coming from the C-suite, you would think that content would no longer be an issue. It seems to be ubiquitous, but not according to a HiveFire research poll. Developing high-quality content is still a problem. This is why I’m currently infatuated with the idea of content curation and the tools that enable it.

Content Curation tools are the next-generation digital content platforms having evolved from content aggregation (gathering links, like Google News) and social bookmarking tools (like Delicious and Digg). Most of these tools have been aimed at individual and/or consumer use to help manage and sort through the vast spaces of Web content.

The next-generation tools, like Curata (a HiveFire company) and Curation Station, are focused on B-to-B marketing with a value proposition focused on their ability to drive awareness by improving organic search, and provide organizations with an opportunity to build thought leadership. The key to this evolution is being the “curator.”

The curator is an editor who sorts through the content to find the information relevant to a company and/or its audience. Curators are not content creators. And this is where I think the challenge lies in using these tools for thought leadership.

Creating a content farm on a “hot” topic will not improve organic search (Google has already figured this out) or establish thought leadership in that space. In the survey, marketers stated that “creating original content” was the number one challenge. Companies have to have a point of view and not just aggregated content on the subject.

That said, tools can play an important role in the development of thought leadership content but not on their own. For example, the process I used in the past for developing content involved five steps:
1. Decide on an issues set.
2. Develop a point of view.
3. Conduct research to validate the POV.
4. Summarize the research and draw out insight.
5. Write and publish a content piece.

Here are some of the challenges related to this process:
- Limited time and/or resources … often both
- Limited view on the issue – often our only perspective was through the eyes of our existing clients’ lenses
- Drawing out insight – sometimes the research doesn’t reveal anything new and/or enlightening
- Distributing content – after all the effort, the distribution of the content often fell short of expectations or hopes

Taking these opportunities and challenges into consideration, we can begin to see where the tools provide value. Using this as a framework, curation tools have the potential to deliver the following results:
- Reduce the time needed to collect research and/or develop the issue set
- Provide a real-time broad perspective on pain points
- Combine multiple content formats and platforms (tweets, video, etc.)
- Provide leverage for staff
- Be a ready-made vehicle for content testing and distributing

Keep in mind, content curation tools are enablers. They are not the answer. To realize the potential value outlined above, and, as the research points out, satisfy the need for “original content,” it will still require a resource investment such as a person and the time to do it.

Reposted from the +gyro Forbes #CMOnet - http://www.forbes.com/sites/gyro/2012/01/06/content-curation-tools-for-b2b-marketing/.
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Read up on http://decide.com new features, as written up on the Next Web: http://thenextweb.com/insider/2012/07/31/decide-com-taps-the-power-of-the-web-with-crowdsourced-product-recommendations/ 

Here you see Mike Fridgen, CEO of Decide.com and Shauna Causey, VP of Marketing, talk about how they are aggregating the best reviews and making them better than any other service. Have you tried it? What do you think?

Where do you go for the best product reviews?
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