Curation Nation: How to Win in a World Where Consumers are Creators

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Founder and CEO of Magnify.net Steven Rosenbaum reveals how any company or individual can elevate its business by positioning itself as a trusted source for information and goods for the overloaded consumer, whether it’s on the web or in the physical marketplace. And this is great news for businesses, as it takes away the traditional pressure of having to consistently be creating something new. Instead, Rosenbaum says that we should focus our resources on handpicking content or products that are already out there—whether it’s someone else’s how-to-install-your-new-showerhead video or a particularly great movie review or an article about organic baby foods—that we think would be relevant and exciting to customers, and repackaging it for their consumption. The Huffington Post does this by letting its readers dictate which articles it features from around the web; Whole Foods does it by only carrying only sustainable products (for instance, you can’t find Sweet N’ Low there—and that’s on purpose!); Pepsi is doing it with it new Pepsi Refresh campaign, asking people and organizations to submit ideas for how it should spend its money to make a positive social impact (recent grant-winners included an education program for single mothers and a dental clinic for disable children) and then asking people vote to determine which projects get funding. In essence, Rosenbaum’s book teaches us how to let what consumers want drive our business in an authentic way.

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Steven Rosenbaum is an entrepreneur, filmmaker, and digital curator. He created MTV’s groundbreaking user-generated video show MTV Unfiltered and directed the award-winning 9/11 documentary 7 Days in September. Rosenbaum is the CEO of Magnify.net, the largest real-time video aggregation and curation engine on the Internet. Table of Content Introduction: The Emergency of "Everyone Editorial"; Chapter 1: What is Curation?; Chapter 2: Big Time Curators - future content tools, and the world they're building; Chapter 3: The Pro-sumer; Chapter 4: Consumer Conversations and Curation; Chapter 5: Curation and Finance; Chapter 6: Web Platforms embrace curation; Chapter 7: Magazines and Curation; Chapter 8: Brands-Curating your consumer; Chapter 9: Content Entrepreneurs - The New Curation Class; Chapter 10: Tools and Techniques - YouTube, Ning, etc. Is free best?; Chapter 11: Advertising - Can Curation Make Money?; Chapter 12: Curated (and gated) communities - Will people pay to play?; Chapter 13: Privacy - Can Curation and privacy live in harmony?; Chapter 14: Winner and Losers - A crystal ball;