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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

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.




7

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




8

HOW
FACEBOOK
CONTENT
DECAYS





9

HOW
VIDEO
CONTENT
DECAYS





10

SPACE‐TIME
SOLUTIONS:
SURFACE
AREA
&
DAYPARTED
ENGAGEMENT





  11
SCALING
SURFACE
AREA
WITH
DIGITAL
EMBASSIES





12

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.


13
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.


 14
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.


15

MAKE
TIME
YOUR
ALLY
WITH
DAYPARTED
ENGAGEMENT






16

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.



17

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.




18

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.




19

Attentionomics Captivating Attention in the Age of Content Decay

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