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.
Authority in the Age of OverloadPresentation 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
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Graham Nolan
