Content Aggregation as a Social Media Marketing Tool

I’ve believed for a while that content aggregation can be a great way to add value in the social media marketing space, but I hadn’t had a chance to personally work on an example of how that could work in the real world until Michael Brito and the crew at Intel asked us to work on a particular project.

The idea, as Michael envisioned it, was to aggregate all the content about the massive Consumer Electronics Show into one place. One place to find the breaking news on the latest gadgets being unveiled… One place to find all the tweets, the images and the videos…  So we built it and call it Consumer Electronics Insider.

While I usually don’t talk about client stuff here, I think the concept works as a marketing effort for a couple of reasons:

  1. Intel is “one of those brands” that clearly holds a leadership role in the space they are aggregating, so they’re credible (and unobtrusive) hosts;
  2. People are very passionate about the information coming out of the show;
  3. When the show is in full swing (starting January 8), it will be much more efficient to keep track of what’s breaking there by watching this site, rather then try to keep up with it on your own, so it adds value.

Here’s a shot of it:

Consumer Electronics Insider

I’d love your feedback on it. What do you think works about this sort of project? What do you think doesn’t work on it? Visit Consumer Electronics Insider, poke around a bit, and then leave a comment with your thoughts.

(BTW, we’re currently pulling live blog and Twitter feeds for ‘09, but still pulling the ‘08 photo and video content, as the show hasn’t yet begun.)

While we’re pulling in all tweets, videos and Flickr images from everyone, here is the list of blogs from which we’re pulling in CES-related posts only (in no particular order):

  1. http://www.popularmechanics.com
  2. http://ces.cnet.com/
  3. http://www.engadget.com
  4. http://www.EngadgetHd.com
  5. http://www.TechCrunch.com
  6. http://www.networkworld.com
  7. http://www.switched.com
  8. http://www.sciam.com
  9. http://www.pcmag.com
  10. http://www.ces.engadget.com
  11. http://ces.laptopmag.com/
  12. http://www.gadgetell.com/
  13. http://www.gigaom.com/
  14. http://www.slashgear.com
  15. http://www.electronista.com
  16. http://news.cnet.com
  17. http://bits.blogs.nytimes.com
  18. http://www.sfgate.com/technology/
  19. http://www.siliconvalleywatcher.com/
  20. http://www.crunchgear.com
  21. http://www.reuters.com/news/technology
  22. http://www.lifehacker.com/
  23. http://www.gizmodo.com
  24. http://www.slashdot.com
  25. http://blogs.intel.com/ces/
  26. http://blogs.intel.com/technology/
  27. http://www.otherthanthat.com/
  28. http://tastyblogsnack.com/
  29. http://www.somewhatfrank.com/
  30. http://pop17.com/
  31. http://briansolis.com/
  32. http://www.geekentertainment.tv/
  33. http://www.mashable.com
  34. http://www.justin.tv
  35. http://www.nbcuatces.com/
  36. http://dvice.com

Let me know your thoughts. Does content aggregation work? How can it be improved?

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