A Guide to Curation in Community: Connecting the Value of Curation and Evoked Set

A Guide to Curation in Community: Connecting the Value of Curation and Evoked Set

In the world of online communities, curation plays a vital role in providing value to members. The ability to access trusted and vetted information quickly is highly appreciated by community members. When a community serves as a source filled with hand-picked information, whether it be tools, articles, directories, conversations, books, quotes, or tips, it becomes a valuable resource. However, the true value of curation lies in the act itself for the community builder.

As a community builder, your job is to be an expert on the people you serve. By curating content, you not only provide value to your members but also gain a deeper understanding of your community. Through the process of curation, you become aware of trends, which is extremely powerful for community builders. As you learn, you can pass on this information to your community, keeping them informed and engaged.

But before you even start building your community, it is crucial to research the ecosystem. This process is known as community discovery. Part of community discovery involves learning who your members are, what conversations they're having, and what content they're sharing. This knowledge allows you to curate content that resonates with your community's interests and needs.

When curating content, it is essential to ask yourself whether it is worth saving. Essentially, you're deciding if something is valuable. If it aligns with your community's interests and provides value, then it is worth capturing. Continued curation ensures that you never run out of interesting questions to ask, content to write, and events to create.

While curating, it is beneficial to use tags and categories to stay organized. However, it is crucial not to go overboard with too many tags. Too many tags can become counterproductive and chaotic. The key is to strike a balance between structure and flexibility. By organizing your curated content effectively, you make it easier for your community members to find what they're looking for and connect the dots.

Now, let's connect the concept of curation in community with the idea of Evoked Set. In the article "これからは「一番最初に思い出してもらえるブランド」しか生き残れない｜池田紀行@トライバル｜note," the author discusses the importance of being the first brand that comes to mind when a consumer thinks about purchasing a product or service. In today's world, where physical product or service differentiation is challenging, being the brand that is evoked first in a consumer's mind can make all the difference.

The concept of Evoked Set refers to the set of favorable options that come to mind when a person intends to do something, such as making a purchase. In the context of brands, the ability to be the first one remembered by consumers is crucial for success. Being the brand that comes to mind first is a position of strength. It is defined as the subset of recognized brands within a specific product category that a consumer considers when contemplating a purchase.

According to Miller (1956), humans can accurately order stimuli in a sequence of around 5 to 9 items, known as the magic number 7 plus or minus 2. Therefore, being in the Evoked Set and occupying the first-choice position that comes to mind is advantageous. The brand that is the first choice holds a shortcut in the minds of many people. This is where the power of curation comes into play.

The Double Jeopardy Law states that brands with higher market share also have a higher number of customers. Furthermore, these customers exhibit both behavioral and attitudinal loyalty. Therefore, market leaders, who have a higher probability of being in the Evoked Set and occupying the first-choice position, should strategize to minimize the number of brands in the Evoked Set. They can do this through tactics such as the strategic approach of a brand like Kewpie, which focuses on being in the Evoked Set with fewer competitors, or by consistently investing in extensive advertising and maintaining the first-choice position.

Understanding the importance of being in the Evoked Set and occupying the first-choice position is crucial for community builders. It highlights the need to curate content that is not only valuable to the community but also positions the community as a thought leader and a go-to resource. By consistently curating content that resonates with your community's interests and needs, you increase the chances of being in their Evoked Set and becoming the first choice for information and engagement.

To leverage the power of curation and enhance your community's position in the Evoked Set, here are three actionable pieces of advice:

1. Get to know your community deeply: Invest time in researching and understanding your community's interests, needs, and preferences. This knowledge will help you curate content that is relevant and valuable to them, increasing the chances of being in their Evoked Set.

2. Consistently curate high-quality content: Quality over quantity is crucial when it comes to curation. Ensure that the content you select and share with your community is trustworthy, valuable, and aligns with their interests. By curating high-quality content, you establish your community as a reliable source of information.

3. Foster engagement and conversation: Curation shouldn't be a one-way street. Encourage your community members to engage with the curated content by asking questions, starting conversations, and facilitating discussions. This interaction not only enhances the value of the curated content but also strengthens the sense of community within your community.

In conclusion, curation in community-building is not just about providing value to members; it is a powerful tool for learning and understanding your community. By curating content that aligns with your community's interests and needs, you position your community as a trusted source of information. Connecting the value of curation with the concept of Evoked Set emphasizes the importance of being the first brand that comes to mind for consumers. By consistently curating high-quality content and fostering engagement, you increase the chances of being in your community's Evoked Set and becoming their first-choice resource.