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INSIGHTS @ EDELMAN DIGITAL<br />ATTENTIONOMICS IN THE DIGITAL SPACE-TIME CONTINUUM<br />FEBRUARY 2011<br />CURATED BY STEVE RUBEL, SVP, DIRECTOR OF INSIGHTS<br />

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INSIGHTS @ EDELMAN DIGITAL<br />Ideas that inspire innovation<br />

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3<br />ECONOMIC VALUE IS LINKED TO ATTENTION<br />As content proliferates, it is all increasingly filtered through hyper-personalized social streams. Therefore, captivating attention is even more critical today for effecting a behavior change.<br />

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4<br />THE DIGITAL SPACE IS INFINITE, YET TIME IS FINITE<br />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 time remains relatively finite. Attention doesn’t scale.<br />

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5<br />AS NOISE ESCALATES, CONTENT RAPIDLY DECAYS<br />Twitter 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.<br />

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6<br />PERSONALIZED SOCIAL ALGORITHMS CURATE<br />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 affinities, content formats and timeliness.<br />

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7<br />TRUST IN THE AGE OF STREAMS REQUIRES FREQUENCY<br />People need to hear things three to five times for it to effect a behavior change. Therefore, you must craft a strong narrative and have it reverberate across both traditional and social news streams.<br />

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8<br />HOW TWITTER CONTENT DECAYS<br />23%<br />get @reply<br />92% retweets<br />are within the first hour <br />6% get RT<br />71% of tweets get no reaction<br />85% of tweets with @replies<br /> get just one<br />

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9<br />HOW FACEBOOK CONTENT DECAYS<br />

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10<br />HOW VIDEO CONTENT DECAYS<br />

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11<br />SPACE-TIME SOLUTIONS: SURFACE AREA & DAYPARTED ENGAGEMENT<br />

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12<br />SCALING SURFACE AREA WITH DIGITAL EMBASSIES<br />

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STEP ONE: HAND-CRAFT YOUR CONTENT FOR EACH EMBASSY<br />Photo by Timothy Valentine<br />Networks aren’t homogenous. Identify the micro communities driving the conversation, vary your content formats for each, deploy natives as ambassadors and maintain a robust content calendar.<br />13<br />

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STEP TWO: ACTIVATE EXPERT EMPLOYEES AS THOUGHT LEADERS<br />Experts and those in the know are among the most trusted. Digital thought leadership can break the space-time challenge. Make digital engagement 1% of 100 people’s role, not just 100% of one person’s job. <br />14<br />

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15<br />STEP THREE: TIGHTLY INTEGRATE OWNED AND SOCIAL ASSETS<br />Social isn’t a channel. It’s a behavior. People expect it everywhere. You can increase your social surface area by building such hooks into your site - and vice versa. Give stakeholders options.<br />

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16<br />MAKE TIME YOUR ALLY WITH DAYPARTED ENGAGEMENT<br />

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17<br />STEP ONE: MINDFULNESS THROUGH BIFOCAL AWARENESS<br />Build an understanding of the world around you and the best times to engage by practicing mindfulness on two levels with situational and ambient awareness. This simple processes complements monitoring.<br />

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18<br />STEP TWO: OPTIMIZE FOR THE BEST TIMES TO ENGAGE<br />Mining builds off mindfulness. Using an array of low-cost tools, businesses can determine the ideal times to engage. This includes both at a macro level in a given network, like Twitter or Facebook, as well as within micro communities deep inside.<br />

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19<br />STEP THREE: PLAN, TEST AND MEASURE<br />Armed with a deeper understanding of the community at both a macro and micro level you can test out the optimal times to engage. With some trial and error and measurement you can spot patterns and, over time, begin to see an immediate return on engagement.<br />