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Attentionomics Captivating Attention in the Age of Content Decay

Attention is linked with economic value creation. However, with infinite content options (space) yet finite attention (time) and personalized social algorithms curating it all for us, it's going to be increasingly challenging to stand out. In this presentation, Steve Rubel (SVP/Director of Insights), explains the issue in detail along with practical solutions.

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INSIGHTS
@
EDELMAN
DIGITAL

ATTENTIONOMICS
IN
THE
DIGITAL
SPACE‐TIME
CONTINUUM

FEBRUARY
2011
                                   CURATED
BY
STEVE
RUBEL,
SVP,
DIRECTOR
OF
INSIGHTS

INSIGHTS
@
EDELMAN
DIGITAL

Ideas
that
inspire
innovaGon

ECONOMIC
VALUE
IS
LINKED
TO
ATTENTION





 As
content
proliferates,
it
is
all
increasingly
filtered
through
hyper‐
 personalized
social
streams.
Therefore,
capGvaGng
aSenGon
is
even

 more
criGcal
today
for
effecGng
a
behavior
change.




3

THE
DIGITAL
SPACE
IS
INFINITE,
YET
TIME
IS
FINITE





 According
to
Google’s
Eric
Schmidt,
the
web
fills
with
a
deluge
of
new

 content
equal
to
all
that
existed
in
either
digital
or
analog
form
prior
to

 2003.
Yet,
our
Gme
remains
relaGvely
finite.
ASenGon
doesn’t
scale.




4

AS
NOISE
ESCALATES,
CONTENT
RAPIDLY
DECAYS





TwiSer
is
recording
110
million
tweets
per
day.
However,
like
“wet
snow,”

they
evaporate
as
almost
soon
as
they
hit
the
ground.

This
means
your

messages
many
never
reach
your
intended
audience.



5

PERSONALIZED
SOCIAL
ALGORITHMS
CURATE





 Every
month
more
than
30
billion
pieces
of
content
are
shared
globally

 on
Facebook.
Their
EdgeRank
algorithm
curates
art
from
junk
in
your

 feed
based
on
personal
affiniGes,
content
formats
and
Gmeliness.



6


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