Attention - The Currency of Social Media


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This presentation aims to explain why attention is so important in Social Media in building trust and engagement. It analyses the key components of attention and how the quality of the content can make this happen.

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    The real transformation is from CSC to ORS
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Attention - The Currency of Social Media

  1. 1. Social Media. Pay? Attention! Why the old ROI model has become and ROR model It’s all about trusted relationships now!
  2. 2. Information Overload • According to David Shenk (Data Smog) – The average American encountered 560 daily advertising messages in 1971. – By 1997 that number had increased to over 3,000 per day. – More:
  3. 3. Information Overload • According to the New York Times, an American “consumes 34 gigabytes of content and 100,000 words of information in a single day.” • I think that’s “is exposed to”, rather than “consumes” but, either way, it’s made up like this:
  4. 4. Measurements
  5. 5. But..... • If you don’t get people’s Attention, then: – Engagement can’t happen – Authority can’t grow – Virality won’t happen – Health can’t develop And there’s nothing to measure!
  6. 6. What is Attention? • Ever been in a face-face conversation and the other person wasn’t really listening......? • Ever seen someone scanning the room whilst chatting to a friend/colleague? • Ever heard someone typing while they were on an important phone call? • Ever heard someone give an inappropriate response because they simply weren’t paying attention?
  7. 7. What is Attention? Quality Cost Accessibility Time Attention Distraction
  8. 8. What is Attention - Time • Time itself has a number of considerations: – Timing: Is it convenient, at that moment? – Duration: How long will it take? – Value: Is investing the time a good pay-off? – Distraction: Does it need my 100% attention? • In other words, is it in the “I don’t have time” or the “I must MAKE time” category?
  9. 9. What is Attention - Cost • Cost has a number of considerations: – Value: Does it have a tangible cost/value? – Priority: Should I give priority to this? – Inaction: What’s the cost of doing nothing? – ROI: Is it worth it for me to spend time doing this? – Alternatives: Are there other cheaper/easier ways? • In other words “Is it WORTH my time?”
  10. 10. What is Attention - Quality • Quality has a number of considerations: – Medium: Is the quality good enough? – Content: Is it right for the audience and medium? – Context: Is it the right place and right time? – Congruence: Does it fit the Brand and message? – Perception: The Brand and/or information are good • In other words, “Does it look good, come across well and prior experience was ‘worthwhile’?”
  11. 11. What is Attention - Accessibility • Accessibility has a number of considerations: – Findable: Can it be found quickly and easily? – Format: Is it right for the audience and medium? – Shareable: Can it be quickly and easily shared? – Understandable: Is it easy to “get” the basics? • In other words “Can I find it, understand it and explain it to, or share it with, others easily?”
  12. 12. What is Attention - Distraction • Distraction has a number of considerations: – Clarity: Are the key messages cleanly delivered? – Competition: Are competitive messages in sight? – Sensory conflict: Loud music, flashing images, etc. – Environmental: Is the environment conducive? • In other words “Will it hold the attention of the recipient for the duration?”
  13. 13. What is Attention - Summary • All the above factors will dictate whether someone is inclined to read your content in the first place, whether you hold their interest for the duration and if they grasp the key messages. • You can’t cater for external factors like distractions or other priorities. What you NEED to do is ensure that your content is gripping enough to make them come back when they do have time! • Moreover, the level of attention you get will decide if the information is retained and whether the recipient is motivated to either act upon it, or share it with others.
  14. 14. Social Media Marketing by Definition • Organic Social media marketing is • Transparent about building ways that fans of a brand or • Authentic company can promote it themselves in multiple • Community online social media venues. • User Generated Content • Word of Mouth -Wikipedia • Viral
  15. 15. Low Attention • If you only achieve low attention, the recipient won’t: – Process the information – Retain the information – Share the information – Value your source of information – Engage with your site/blog/content – Take the next step
  16. 16. High Attention • If you achieve high attention, the recipient will: – Process the information – Retain the information – Share/promote/advocate the information – Value you as a source of information – Engage with your site/blog/content – Add value – Take the next step
  17. 17. Ways to Increase Attention • To ensure increased traffic and attention on arrival: – Provide easy ways for people to promote your content, tag it and help spread the word virally • Social bookmarking – Digg, Delicious, Stumbleupon • Linking – Blogger, Facebook, Twitter, Friendfeed, etc – If someone you trust recommends something, you’re much more likely to act upon it – make this as easy as possible! (See the next slide) – Make sure you “Follow”, review, recommend and comment on good content– the creators may reciprocate!
  18. 18. In Friends We Trust Economist - A special report on social networking – “Profiting from friendship”
  19. 19. Ways to Increase Attention • To ensure a better level of on-site engagement...... – Have a variety of content and formats: • Lists • Articles • Presentations • Videos • Polls • Downloads • Diagrams • It can be similar content re-packaged, to some degree, as different people prefer information delivered in different ways – having a detailed blog post and a PowerPoint summary can be very powerful.
  20. 20. Attention = Social Media’s Currency Content Provider’s Challenge Content Consumer’s Needs • Attention is critical to • Attention is critical to creating valuable content consuming the content • No financial barrier to entry • “Anyone can do it!”=low value • Ongoing cost is creation time • Has to prioritise reading time • Need for consistent quality • Only as good as last article • Productivity must be high • Must be new/interesting • Key messages easy to digest • Demands rapid gratification • Must demonstrate expertise • Must learn from content • Content must be trustworthy • Content must be trusted
  21. 21. Attention = Social Media’s Currency • In summary, you and your content must be: – Findable – Shareable – Engaging – Interesting – Fresh – Easy to digest – Valuable – A shop window for your expertise and reputation – Keep people’s attention and keep them coming back and/or telling others
  22. 22. Pay.....? Attention......! “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in Social Media ... The old media paradigm was PAY to PLAY. Now you get back what you authentically put in. You’ve got to be willing to PLAY to PLAY” Alex Bogusky, Co-Chairman, CP&B
  23. 23. Attention = Social Media’s Currency Put simply, you have to:- GET, HOLD AND BUILD Otherwise... YOUR CONTENT HAS NO VALU€
  24. 24. Do you remember when a website was optional.....? Do you remember what happened next....? If you’d like to discuss your Social Media Strategy: Rory Murray @rorymurray +44 7813 939916