Authority in the Age of Overload
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Authority in the Age of Overload

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Social media is out of beta. We’re entering the era of validation. In the Validation Era, intimacy is in and publicness may be out - or at least on the decline. Quality is the new black. What this ...

Social media is out of beta. We’re entering the era of validation. In the Validation Era, intimacy is in and publicness may be out - or at least on the decline. Quality is the new black. What this means that both individuals and businesses will need to increasingly work harder to earn their way in and remain in their stakeholders' circle of trust. During this session, Steve Rubel will explain how businesses can activate their domain-level experts to share their knowledge across four spheres of media – traditional, “tradigital,” owned and social.

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Authority in the Age of Overload Authority in the Age of Overload Presentation Transcript

  • INSIGHTS
@
EDELMAN
DIGITAL
AUTHORITY
IN
THE
AGE
OF
OVERLOAD
 CURATED
BY
STEVE
RUBEL,
EVP,

GLOBAL
STRATEGY
&
INSIGHTS
 Photo
by
wallyg

  • INSIGHTS
@
EDELMAN
DIGITAL
Ideas
that
inspire
innovaHon

  • THE
DIGITAL
EVOLUTION
OF
AUTHORITY:
A
STORY
IN
THREE
ACTS
3

  • ACT
I:
COMMERCIALIZATION
(1994
–
2002)
 During
the
Internets
early
days,
publishing
is
costly
and
inaccessible
to
 the
masses.
Media
conglomerates
invest
to
extend
their
authority
into
 the
digital
realm.
The
dot‐com
boom
gives
rise
to
a
few
new
players.
4

  • ACT
II:
DEMOCRATIZATION
(2002
‐
2010)
 The
financial
and
technical
barriers
to
publishing
evaporate,
 democraHzing
content
creaHon
for
millions

‐
first
in
the
US
and,
later,
 globally.
Simultaneously,
we
see
dramaHc
shi`s
in
trust.
5

  • ACT
II:
DEMOCRATIZATION
(2002
‐
2010)
6

  • ACT
III:
VALIDATION
(2010
‐
)
 Later,
the
accessibility
of
publishing
technologies
and
the
simultaneous
 rise
of
social
networking
creates
overload
issues:
both
of
informaHon
 and
“friends.”
The
public
seek
experHse
across
a
diversity
of
sources.
7

  • ACT
III:
VALIDATION
(2010
‐
)
8

  • ACT
III:
VALIDATION
(2010
‐
)
9

  • ACT
III:
VALIDATION
(2010
‐
)
10

  • ACT
III:
VALIDATION
(2010
‐
)
11

  • ACT
III:
VALIDATION
(2010
‐
)
12

  • ACT
III:
VALIDATION
(2010
‐
)
13

  • THE
MEDIA
CLOVERLEAF:
A
VIRTUOUS
CYCLE
FOR
AUTHORITY
 Tradi2onal
 “Tradigital”
 Public Engagement Owned
 Social
14

  • THE
CLOVERLEAF:
TRADITIONAL
MEDIA
 Tradi2onal
 “Tradigital”
 Owned
 Social
15

  • THE
CLOVERLEAF:
TRADIGITAL
MEDIA
 Tradi2onal
 “Tradigital”
 Owned
 Social
16

  • THE
CLOVERLEAF:
OWNED
MEDIA
 Tradi2onal
 “Tradigital”
 Owned
 Social
17

  • THE
CLOVERLEAF:
SOCIAL
MEDIA
 Tradi2onal
 “Tradigital”
 Owned
 Social
18

  • THE
OPPORTUNITY:
PROPAGATE
NEW
IDEAS
ACROSS
THE
CLOVERLEAF
 19

  • FIVE
STEPS
FOR
SUCCESSS

  • ELEVATE
THE
EXPERTS
 IdenHfy
a
cadre
of
deep
subject‐majer
experts
–
internal
or
external
‐
 who
can
culHvate
new
ideas
and
engage
in
meaningful
conversaHons
 around
them.
Fan
them
out
across
the
media
cloverleaf.
21

  • ELEVATE
THE
EXPERTS
22

  • CURATE
TO
CONNECT
 This
is
the
age
of
the
digital
curator:
those
who
can
separate
art
from
 junk.
Now
is
your
opportunity
to
own
your
zone.
IdenHfy
an
under‐ served
niche
and
frame
it
up
the
way
you
want
it
to
be
seen.
23

  • CURATE
TO
CONNECT
 24
*Qualcomm
is
an
Edelman
client.

  • DAZZLE
WITH
DATA
 The
Internet
is
rewiring
our
brains.
We
increasingly
favor
content
that
is
 fun
and
visual.
Data
visualizaHons
and
infographics
not
only
capHvate,
 they
also
convey
experHse
across
the
media
ecosystem.
 25
*eBay
is
an
Edelman
client.

  • DAZZLE
WITH
DATA
26

  • PUT
PUBS
ON
HUBS
 Many
businesses
publish
posiHon
papers,
presentaHons,
CSR
reports
 and
more.
However,
these
o`en
live
solely
on
corporate
web
sites.
 SyndicaHng
these
to
document
hubs
also
can
build
authority.
27

  • PUT
PUBS
ON
HUBS
28

  • ASK
AND
ANSWER
 The
media
increasingly
seeks
out
experts
on
social
planorms,
such
as
 Twijer
and
dedicated
Q&A
sites.
Consider
making
social
media
1%
of
 100
people’s
job,
not
just
100%
of
one.
Ask
and
answer
quesHons.
29

  • ASK
AND
ANSWER
30