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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
there's
one
constant
in
a
world
of
change,
it's
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

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