DigitalLA and Digg present Crowd Source to Curation recap

July 15, 2010
So last night I had a little bit of a signal fail and wasn't able to live tweet (darn iPhone users :) ), but I did take notes. The hashtag for the event was #Digg4
From Drop Box
From Right to left to right the panelists are:

  • Laurie Sullivan (@LaurieSullivan) MediaPost Senior Writer. Online Media Daily, and Search Marketing Daily. @MediaPost
  • Evan Greene, Recording Academy / Grammys (award winning We're All Fans campaign) @TheGrammys
  • Kasia Cieplak-Mayr von Baldegg, Urgent Content, Strategic Producer. Urgent Content created and produced Flip Video's campaign for Cisco featuring Lenny Kravitz, Tony Hawk and curated UGC video commercials. (formerly, Producer, Current TV, Viewer Created Content Dept.) - @urgentcontent @faketv
  • Chas Edwards, Digg. CRO & Publisher. @Digg - @chaznote - social curation at scale
  • Jean Aw, founder. NOTCOT is a digital inspiration bulletin board for graphic designers @notcot 
    Moderator: Kevin Winston, Digital LA, founder @DigitalLA

How do you make sense of all the content?
Options: Human, algorithms, curation.

Laurie - blend of seaqrch engine (algorithm) and human curation. Each reporter is responsible for determining what is newsworthy.
Evan - aggressive and robust SM platform. Interact with artists, blended approach for topics to tweet about. "We're all fans " - campaign built fully by SM. People did the marketing to each other.

Viewership (of Grammys) went up for the telecast 35% in the teen demo

Kasia - Flip video campaign 15sec shots - people love to share video - facebook community - people "vote" and eventually videos like "David After Dentist" ends up on TV - when before it would have stayed on YouTube

Chas - Digg = personalized "newspaper" - more intimate experience

  • Community "diggs " content, Digg does not determine what content is.

Jean - notcot is a Visual blog = human curation
Human curation
News - What is newsworthy? Newspost everyone is responsible for their content

Curation is a judgement call
Ridley Scott's - Life in a Day- making a movie purely out of UGC - how would you edit something like that?

Fiction vs non-fiction curation -- a question of trust -- for example "Back to the Future" viral tweets

Verification takes time - Are we too busy? Content overload. What / who can you believe? How do you scale trust?
-- accountability (They Are your friends)

Facebook - what do you post that appeals to everyone in your groups?

Algorithms can handle query and "popularity contests" - counting numbers

Page rank, SEO / SEM, Semantics are very hard to program

Incentives I.e. "Facebook like"
- connection
- starts a conversation
- polling
- ownership (who owns what you create, how can you share it? Syndication? )
- intellectual property rights -- who gets compensated for UGC? If users generate and create the content, do they maintain the intellectual copyright to it, or does it become the property of the entity that requested it (i.e. video contests)

Digg - you watch the number get bigger (lol)
We want to post things and have people notice. Human feedback

Social media is about making connections
@oldspice making custom commercials - but he never tells you to buy old spice

incentive for ugc - contest - people becoming jaded, too many opportunities
Flip campaign - getting your message video out there
Teens watch more YouTube than TV, its how They connect and create community
Fame as an incentive

Big incestuous loop - best quote - re:content production
Popularity contests vs quality content
Massive engagement vs high quality
Ego vs fame -- ego very primal. Fame is more purposeful

For the whole show, you can watch the live stream provided by @techzulu
Live Videos by Ustream
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