May 22nd, 2013 Internet Week: Tribunal Worldwide: The Finely Curated Life
OLC attended Internet Week’s The Finely Curated Life sponsored by Tribunal Worldwide on Wednesday, May 22, 2013. The panelists present at the event were: Blake Robinson from Annalect, Matthew Israel from Artsy.net, Jen Rubio from Warby Parker and Jonathan Perelman from Buzzfeed.
The panel began with the moderator (from Travel Worldwide) asking, “What constitutes curation regarding content?”
“I think the basic division in curation is that curators historically are shepherds of objects.
The contemporary idea is different in a way—rapidity is one—that mixing and matching rapidly is curation. Editorial is slightly unstructured, but the article has a structured narrative. It’s the experience that’s unstructured. For Artsy, it’s a platform to provide access to the world’s art. The way it functions is that it’s a curatorial place for art,” Michael Israel said.
The moderator directed a question to Jonathan Perelman. “How do you see Buzzfeed?” the moderator asked.
“Buzzfeed has grown very rapidly—we get 60 to 70 million uniques a month. They come to share content on the social web to form community or to build their own brand. For Buzzfeed, we don’t do aggregation. Scoops work best on the web—it’s a story within a story,” Perelman said.
“What does it mean for sponsors—how do they work with Buzzfeed?” the moderator asked.
“We build content around the brand. It’s about getting into the conversation. It’s hard to tell a story in a banner ad,” Perelman answered.
“How do you approach partnerships?” the moderator asked Jen Rubio.
“Curated content is something smaller brands can really take advantage of. You can use it to leverage consumer-brand interaction. We focused on content on social channels. As you grow, you get more resources and you can create your own original editorial content.
Before, we would reblog content on Tumblr and Pinterest,” Rubio said.
“Do you think you have any reason moving away from curated content?” the moderator followed up.
“People have becoming trusting of our brand—I don’t think we’re going to stop doing curated content,” she said.
“Can you talk about how you’ve analyzed consumer brands?” the moderator asked Blake Robinson.
“Consumers reward brands that act like people. They like brands that can relate to us,” Robinson answered.
“What are your takes on traffic?” the moderator asked.
“We get significantly more traffic from Pinterest than Twitter,” Perelman said.
“Twitter is based on constant refreshing. Content needs to be constantly created whereas on Pinterest, it’s static,” Robinson added.
“Pinterest refers traffic to us and we offer related Pinterest content. If means more time is spent on the site. We also get two times more traffic from Facebook than from Google.
We also have an endless scroll and the feed is organized this way because it’s become the mindset of people—it’s changed the way we read content,” Perelman said.
“Mixed content is something we can really relate to. I think that for people, they want to see something funny and they move on to something cerebral. We have to create content for both of these instances. It’s a navigation between those two people,” Israel added.
“What have you learned about people wanting to curate their own social status?” an audience member asked.
“From a brand perspective, we’ve taken curated content and defined what our brand is. It’s unedited,” Rubio said.
“We’re planning on social features. You can put posts on artwork, favorite artwork—but right now it’s predominantly one-sided. Initial analytics have shown us that user tastes are not surprising at all,” Israel said.
“One thing that is vital is speed. People want to show something fresh. Great content finds its audience. When you share something, you find affinity with the thing you’ve shared,” Perelman said.
“In terms of duration with engaging content, people interact with content in the first three minutes of it being put up. From the brand side, people-engagement brands should act like people—it needs to allow people to relate to it to be successful,” Robinson said.