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