Authority in the Age of Overload

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 

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 

http://mashable.com	2791
http://www.scoop.it	1318
http://ameblo.jp	872
http://theunquietlibrarian.wordpress.com	183
http://www.fluency21.com	116
http://seth-weisfeld.posterous.com	110
http://www.olafmolenaar.com	86
http://rangishri.blogspot.com	82
http://designnotes.info	76
http://resensi-blog.blogspot.com	63
http://vchisp-2010rtm.dje.edelman.com	59
http://strategymeetsdesign.posterous.com	51
http://paper.li	51
http://libguides.mhs.vic.edu.au	51
http://www.pkellypr.com	42
http://blog.fabernovel.com	35
url_unknown	35
http://www.dr4ward.com	32
http://blog.ameba.jp	26
http://www.adpulp.com	23
http://halfpintofwisdom.wordpress.com	21
http://chiarula.tumblr.com	17
http://socialmedianederland.com	16
http://translate.googleusercontent.com	14
http://posterous.com	12
http://www.slideshare.net	10
http://www.twylah.com	10
http://chicago.edelman.com	9
http://ipkmkarangduren.blogspot.com	9
http://www.socialmediavoorbedrijven.com	8
http://xyofeinstein.wordpress.com	7
http://flavors.me	7
http://www.pranista.com	7
http://www.socialmediaadvies.com	6
http://www.socialmedia-strategie.info	5
http://www.marketinginnovatie.org	4
http://netsparsh.com	4
http://xianguo.com	4
http://www.netillion.com	3
http://www.workshopsocialmedia.net	3
http://www.artsystemconsulting.com	3
http://tigho.com	3
http://www.socialmedianederland.info	3
http://www.cherylwaller.com	3
http://webcache.googleusercontent.com	2
http://breelintranet.dev	2
http://www.21stcenturyfluency.com	2
http://www.digital-marketeers.org	2
http://rangishri.blogspot.in	2
http://ipkmkarangduren.blogspot.com.au	1
http://www.mongodb.org	1
http://www.virtualogos.net	1
http://rangishri.blogspot.co.uk	1
http://openld.com	1
http://socialmedia-technology.blogspot.com	1
http://www.sociale-media.info	1
http://pmsapp.mercadolibre.com.co	1
http://us-w1.rockmelt.com	1
http://www.buyipad-mini.com	1
http://vchisp-2010rtm.dje.edelman.com:9009	1
http://technewscast.com	1
http://twitter.com	1
http://feeds.mashable.com	1
http://iapptive.com	1
http://virtualunident.com	1
http://www.utpl.edu.ec	1
http://www.thelibertywatch.com	1

Authority in the Age of Overload

by Edelman on May 13, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

67 Embeds 6,318

Statistics

Authority in the Age of Overload — Presentation Transcript