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INSIGHTS @ EDELMAN DIGITAL
ATTENTIONOMICS IN THE DIGITAL SPACE‐TIME CONTINUUM
FEBRUARY 2011 CURATED BY STEVE RUBEL, SVP, DIRECTOR OF INSIGHTS

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INSIGHTS @ EDELMAN DIGITAL
Ideas that inspire innovaGon

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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.
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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.
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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.
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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.
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TRUST IN THE AGE OF STREAMS REQUIRES FREQUENCY
People need to hear things three to five Gmes for it to effect a behavior
change. Therefore, you must crae a strong narraGve and have it
reverberate across both tradiGonal and social news streams.
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HOW TWITTER CONTENT DECAYS
23%
get @reply
92% retweets
6% get RT are within the
first hour
71% of tweets
get no reacGon
85% of tweets
with @replies
get just one
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HOW FACEBOOK CONTENT DECAYS
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HOW VIDEO CONTENT DECAYS
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SPACE‐TIME SOLUTIONS: SURFACE AREA & DAYPARTED ENGAGEMENT
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SCALING SURFACE AREA WITH DIGITAL EMBASSIES
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STEP ONE: HAND‐CRAFT YOUR CONTENT FOR EACH EMBASSY
Photo by Timothy ValenGne
Networks aren’t homogenous. IdenGfy the micro communiGes driving
the conversaGon, vary your content formats for each, deploy naGves as
ambassadors and maintain a robust content calendar.
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STEP TWO: ACTIVATE EXPERT EMPLOYEES AS THOUGHT LEADERS
Experts and those in the know are among the most trusted. Digital
thought leadership can break the space‐Gme challenge. Make digital
engagement 1% of 100 people’s role, not just 100% of one person’s job.
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STEP THREE: TIGHTLY INTEGRATE OWNED AND SOCIAL ASSETS
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 opGons.
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MAKE TIME YOUR ALLY WITH DAYPARTED ENGAGEMENT
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STEP ONE: MINDFULNESS THROUGH BIFOCAL AWARENESS
Build an understanding of the world around you and the best Gmes to
engage by pracGcing mindfulness on two levels with situaGonal and
ambient awareness. This simple processes complements monitoring.
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STEP TWO: OPTIMIZE FOR THE BEST TIMES TO ENGAGE
Mining builds off mindfulness. Using an array of low‐cost tools,
businesses can determine the ideal Gmes to engage. This includes both
at a macro level in a given network, like TwiSer or Facebook, as well as
within micro communiGes deep inside.
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STEP THREE: PLAN, TEST AND MEASURE
Armed with a deeper understanding of the community at both a macro
and micro level you can test out the opGmal Gmes to engage. With
some trial and error and measurement you can spot paSerns and, over
Gme, begin to see an immediate return on engagement.
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