Bringing the outside in: Ed Barrow, chief technical officer, idio platform

Content Superchargedwww.idioplatform.com

Intelligent Content CurationIntelligent Content Curation


Who we are• We connect and structure content

and customer data to enable intelligent customer relationships

• We deliver the right content to the right customer at the right time, on the right channel

• We track every interaction across every channel to understand customer behaviour and target communications throughout their journey


Content Curation• Content + Context + Trust + Meaning• The ongoing classification and grouping of

disaggregated pieces of information such that each piece increases in context, meaning, and importance.


The Content Pyramid


The Power of Curation• Gateway: Own your niche. Be a gateway to

knowledge• Transparency: Amplify the existing voices

that resonate with your message• Efficiency: Increase potential

for engagement• Authority: Build a platform

for your expert voice


Curation Technology• Aggregation: effortless

format-agnostic integration

• Analytics: Organising, filtering: Semantic, Social

• Prediction: Understand the potential value

• Moderation: User-friendly selection and editing tools

• Marketing: re-distribution to relevant channels


Curation Examples1759.guinness.com• Music, Sport, Entertainment• Web, Mobile, Facebook, Email, iAds

themediabriefing.com• Media industry analysis• Web, Mobile, Email, Twitter• Innovative Publisher of the Year, Nomination

(AOP Awards 2011)

magazine.slimfast.co.uk• Healthy-Living, Dieting• Web, Facebook, Email, Twitter• Best Use of Data, Bronze (DMA Awards 2010)


The Dark Side…


Social Curation Example

• Overloaded with wire-service alerts but miss social breaking stories

• No understanding of what breaking-stories would appeal to their audience

• No way of understanding how their archive of material could support fresh editorial


Social Curation Example• Monitor market-level social

media + track their reader’s behavior on-site to discover real-time trends

• Integrated with content archive search and external content sources

• Drive content strategy and respond to market events

• Target engagement with the authoritivate individuals who broke the original news


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