stock & flow- how brands can create content at social scale
DESCRIPTION
Speaker: James Gross, Co-founder, PercolateTRANSCRIPT
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SEPTEMBER 20, 2011
STOCK & FLOWJames Gross | percolate.com/james | @james_gross
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Percolate is the easiest wayto access and share the content you care about.
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STOCK & FLOW
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&Stock Flow
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&Source: Snarkmarket
Stock“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.”Brands, in partnership with their agencies, are great at producing this content.
Flow
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&Flow“Flow is the feed. It’s the posts and
the tweets. It’s the stream of daily and sub-daily updates that remind
people that you exist.”Brands struggle to create content
here and I hope to explain why.
Stock“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.”Brands, in partnership with their agencies, are great at producing this content.
Source: Snarkmarket
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Stock Flow
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S
F
It is not an either/or thing
Source: huffingtonpost.com
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Whatdo you see?
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1
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I see links to stock
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The content of flow is stock.
1 2 3
4 5 6
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The content of our communicationis other communication.
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We express ourselvesthrough our interests.
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Which meansproduction requires consumption
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People are constantly consuming
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Brands not so much
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Which worked in a stock world,when messages lasted months instead of minutes
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But breaks downin a world of flow
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How does a brandcompete in flow?
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Figure out your inputs & outputs1
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BrandLookFeelVoiceMessaging
InsightsTrends
Stock
Inputs
Flow
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Must-knows about curation2
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Linking away from .com is okay
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People won’t forget about youif a logo isn’t on everything single thing you talk about
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Credit goes to the curator & creator3
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Think aboutyour favorite blogs or twitter feeds
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Do they create content or curate it?
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People understand attributiongoes to the sharer AND creator
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To succeed in flow. Study how humans use it.4
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People stand out in flowby brokering content (RT, like, share, oh my)
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Brands try to do itby giving away coupons
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Orsaying sorry
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Instead of being signals...