Eleven Digital Trends to Watch in 2011

INSIGHTS @ EDELMAN DIGITAL ELEVEN DIGITAL TRENDS TO WATCH IN 2011   CURATED BY STEVE RUBEL AND DAVID ARMANO  Photo by pumpkincat210 

INSIGHTS @ EDELMAN DIGITAL Ideas that inspire innovaKon 

TREND #1: ATTENTIONOMICS  In 2011 marketers will begin to realize the value of aRenKon – and not  just reach and impressions – in driving conversion. 3 

BEST PRACTICE: LEVERAGE DATA AND UTILITY  RECOMMENDATIONS  •  Scale your surface area  with digital embassies  •  CapKvate aRenKon with  visualizaKons and games  •  Fight content decay with  dayparted engagement 4 

TREND #2: DIGITAL CURATION  This is the age of the digital curator: those who can separate art from  junk. Some will be automated. Others will be powered by humans. And  a subset will uKlize the best of both.  Photo by chrisjbarker 5 

BEST PRACTICE: OWN YOUR ZONE  RECOMMENDATIONS  •  IdenKfy under‐served  niches and meet them  •  Frame up issues and  discussions; editorialize  •  Make curaKon  collaboraKve and social 6 

TREND #3: DEVELOPER ENGAGEMENT  Photo by bugbbq  Developers drive innovaKon across all key pla`orms. MarkeKng leaders  will begin working with these stakeholders to scale their digital  programs and surface area. 7 

BEST PRACTICE: HELP DEVELOPERS WIN  RECOMMENDATIONS  •  Make valuable assets  available to developers –  e.g. art, text, videos, data  •  Build APIs and culKvate a  rich developer network  •  Adopt developer creaKons 8 

TREND #4: TRANSMEDIA STORYTELLING  If theres one constant in a world of change, its that humans crave  stories. Technology constantly advances the art of storytelling and  creates new expectaKons. But it also help marketers connect.  Photo by felix_nine 9 

BEST PRACTICE: CONNECT THE DOTS  RECOMMENDATIONS  •  Recognize that a narraKve  is no longer a whole  •  Equip employees to tell  their own stories  •  Hand‐crah your content  for each venue 10 

TREND #5: THOUGHT LEADERSHIP  Companies will recognize that to stand out they must acKvate credible  individual expert voices who can propagate new ideas and engage in  meaningful conversaKons around them.   Photo by wallyg 11 

BEST PRACTICE: LAUNCH AN EXPERT HUB  RECOMMENDATIONS   •  IdenKfy a cadre of internal  subject maRer experts   •  Equip them in situaKonal  awareness and storytelling  •  Fan them out across the  cloverleaf of media 12 

TREND #6: THE INTEGRATION ECONOMY  Social media eﬀorts will no longer exist in fragmented, non‐formal  iniKaKves but will begin to integrate into more holisKc communicaKons.  Look for an increase in collaboraKon across departments to occur.  Photo by Rajesh Vijayarajan Photography 13 

BEST PRACTICE: CENTRALIZE PROCESSES AND TECHNOLOGIES  RECOMMENDATIONS  •  Set up a standardized  listening infrastructure  •  Integrate & share   intelligence across enterprise  •  Modify exisKng processes  and protocol 14 

TREND #7: UBIQUITOUS SOCIAL COMPUTING We will connect wherever, whenever as compeKKon heats up in consumer electronics space, ushering in cheaper and beRer mobile soluKons that lessen our dependency on PCs.  15 

BEST PRACTICE: DESIGN FOR DIGITAL DISTRIBUTION  RECOMMENDATIONS  •  Plan content for mulKple  digital experiences &  pla`orms  •  OpKmize for mobility, not  just mobile  •  Combine social sharing  integraKon  16 

TREND #8: LOCATION, LOCATION, FACEBOOK  With tons of data, Facebook is well posiKoned to actually make locaKon  based services useful to business. 17 

BEST PRACTICE: BLEND LOCAL, SOCIAL, PHOTO & MOBILE  RECOMMENDATIONS  •  Think “LoSoPhoMo:”local,  social, photo and mobile  •  Combine real and digital  world engagement  •  Reward with status 18 

TREND #9: SOCIAL MEDIA SCHIZOPHRENIA  Social overload is nothing new to tech mavens, but it will become  something that more and more “average” users experience.  Photo by DeaPeaJay 19 

BEST PRACTICE: MAKE SOCIAL PARTICIPATION EFFORTLESS  RECOMMENDATIONS  •  Maximize the dominant  pla`orms and don’t get  overextended  •  Keep it simple and  convenient  •  Allow users to self select  20 

TREND #10: GOOGLE STRIKES BACK  Google could prove in 2011 that the best way to beat Facebook &  TwiRer is to do what they do best— index them to pieces.  Photo by sheeshoo 21 

BEST PRACTICE: INTEGRATE PAID, OWNED, EARNED AND SOCIAL  RECOMMENDATIONS  •  Move beyond tradiKonal  keywords – think visibility  •  Emphasize Google friendly  pla`orms (NYT, Yelp etc.)  •  Produce regional, relevant  & high quality content 22 

TREND #11: VIVA LA SOCIAL WEB SITE  Aher several years of being told to “ﬁsh where the ﬁsh are” businesses  realize that integraKng social funcKonality into their web sites not only  helps them become more relevant, it’s what users increasingly expect.  Photo by turkinator 23 

BEST PRACTICE: MAKE SOCIAL ELEGANT  RECOMMENDATIONS  •  Incorporate social data  from connecKons, friends  •  Design for funcKon & form  •  Be conservaKve on privacy  and explain the beneﬁts in  clear human language 24 

edelmandigital.com @edelmandigital@steverubel @armano

http://www.edelman.kr	3534
http://darmano.typepad.com	2201
http://www.steverubel.com	1606
http://www.psfk.com	910
http://www.edelmandigital.com	791
http://edelmandigital.com	773
http://thecuriousbrain.com	597
http://zz.typepad.com	301
http://socialmediaweek.org	266
http://blog.slideshare.net	259
http://edelmandigitalkr.tistory.com	242
http://www.yucezerey.com	234
http://www.llevat.cat	226
http://fonotopia.org	187
http://www.kaireinhardt.de	186
http://www.choblab.com	175
http://bengnyexperience.blogspot.com	172
http://www.communityengine.com	163
http://www.futurelab.net	157
http://www.simplemarketingblog.com	157
http://experiencerethink.com	155
http://www.e-marketing-management.fr	147
http://piscolabis.2creativo.net	137
http://www.pragmatiko.it	137
http://127.0.0.1	130
http://sodaworks.co.uk	108
http://paper.li	107
http://www.socialfish.org	100
http://www.vaninadelobelle.com	98
http://lonewolflibrarian.wordpress.com	96
http://mangastorytelling.tistory.com	92
http://www.thefuturesagency.com	89
http://iboy.posterous.com	86
http://thefabawards.posterous.com	71
http://www.hansonexperience.com	68
http://www.smm3.org	66
http://tinkle-fyi.posterous.com	64
http://elearningedge.edu20.com	61
http://www.netkutatasok.hu	60
http://www.e-conomy.it	57
http://www.21stcenturyfluency.com	55
http://storify.com	52
http://flavors.me	51
http://www.curated.by	50
http://www.eon.com.ph	48
http://edelmandigital.kr	48
http://stephenslighthouse.com	46
http://lauramunoz.wordpress.com	41
http://reasonpartners.com	36
http://www.petejackson.co.uk	34
http://jennylu.wordpress.com	33

Eleven Digital Trends to Watch in 2011

by Edelman Digital

Accessibility

Categories

Upload Details

Usage Rights

258 Embeds 16,982

Statistics