Attentionomics Captivating Attention in the Age of Content Decay

INSIGHTS @ EDELMAN DIGITAL
ATTENTIONOMICS IN THE DIGITAL SPACE-TIME CONTINUUM
FEBRUARY 2011
CURATED BY STEVE RUBEL, SVP, DIRECTOR OF INSIGHTS

INSIGHTS @ EDELMAN DIGITAL
Ideas that inspire innovation

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ECONOMIC VALUE IS LINKED TO ATTENTION
As content proliferates, it is all increasingly filtered through hyper-personalized social streams. Therefore, captivating attention is even more critical today for effecting a behavior change.

4
THE DIGITAL SPACE IS INFINITE, YET TIME IS FINITE
According to Google’s Eric Schmidt, the web fills with a deluge of new content equal to all that existed in either digital or analog form prior to 2003. Yet, our time remains relatively finite. Attention doesn’t scale.

5
AS NOISE ESCALATES, CONTENT RAPIDLY DECAYS
Twitter is recording 110 million tweets per day. However, like “wet snow,” they evaporate as almost soon as they hit the ground. This means your messages many never reach your intended audience.

6
PERSONALIZED SOCIAL ALGORITHMS CURATE
Every month more than 30 billion pieces of content are shared globally on Facebook. Their EdgeRank algorithm curates art from junk in your feed based on personal affinities, content formats and timeliness.

7
TRUST IN THE AGE OF STREAMS REQUIRES FREQUENCY
People need to hear things three to five times for it to effect a behavior change. Therefore, you must craft a strong narrative and have it reverberate across both traditional and social news streams.

8
HOW TWITTER CONTENT DECAYS
23%
get @reply
92% retweets
are within the first hour
6% get RT
71% of tweets get no reaction
85% of tweets with @replies
get just one

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HOW FACEBOOK CONTENT DECAYS

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HOW VIDEO CONTENT DECAYS

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SPACE-TIME SOLUTIONS: SURFACE AREA & DAYPARTED ENGAGEMENT

12
SCALING SURFACE AREA WITH DIGITAL EMBASSIES

STEP ONE: HAND-CRAFT YOUR CONTENT FOR EACH EMBASSY
Photo by Timothy Valentine
Networks aren’t homogenous. Identify the micro communities driving the conversation, vary your content formats for each, deploy natives as ambassadors and maintain a robust content calendar.
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STEP TWO: ACTIVATE EXPERT EMPLOYEES AS THOUGHT LEADERS
Experts and those in the know are among the most trusted. Digital thought leadership can break the space-time challenge. Make digital engagement 1% of 100 people’s role, not just 100% of one person’s job.
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STEP THREE: TIGHTLY INTEGRATE OWNED AND SOCIAL ASSETS
Social isn’t a channel. It’s a behavior. People expect it everywhere. You can increase your social surface area by building such hooks into your site - and vice versa. Give stakeholders options.

16
MAKE TIME YOUR ALLY WITH DAYPARTED ENGAGEMENT

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STEP ONE: MINDFULNESS THROUGH BIFOCAL AWARENESS
Build an understanding of the world around you and the best times to engage by practicing mindfulness on two levels with situational and ambient awareness. This simple processes complements monitoring.

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STEP TWO: OPTIMIZE FOR THE BEST TIMES TO ENGAGE
Mining builds off mindfulness. Using an array of low-cost tools, businesses can determine the ideal times to engage. This includes both at a macro level in a given network, like Twitter or Facebook, as well as within micro communities deep inside.

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STEP THREE: PLAN, TEST AND MEASURE
Armed with a deeper understanding of the community at both a macro and micro level you can test out the optimal times to engage. With some trial and error and measurement you can spot patterns and, over time, begin to see an immediate return on engagement.

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Attentionomics Captivating Attention in the Age of Content Decay

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