Great thought-provoking post from Brian Solis on Mashable last night that’s sparked a lot of conversation about the need for brands to create, publish and distribute relevant content across owned, paid and earned media in order to truly engage with their audience.
We think that there’s also significant value for brands and consumers – and a great opportunity for earned media and social distribution – to be derived from structuring the core data within brand content to make it portable and sharable.
A couple of examples:
1. Clicking on the save button on any recipe on Unilever’s Knorr site (http://sprng.me/ki0) actually “gives” the recipe to the user – all the while persisting the brand and links back to Knorr for related content.
2. Here’s Gary Vaynerchuk’s CrushIt! book as an automatically enhanced data object: http://sprng.me/chn Gary has made it easy for anyone to capture, personalize and share his book (and their thoughts) across their networks











