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INSIGHTS
@
EDELMAN
DIGITAL

AUTHORITY
IN
THE
AGE
OF
OVERLOAD

                                    CURATED
BY
STEVE
RUBEL,
EVP,

GLOBAL
STRATEGY
&
INSIGHTS





                                                                                    Photo
by
wallyg

INSIGHTS
@
EDELMAN
DIGITAL

Ideas
that
inspire
innovaHon

THE
DIGITAL
EVOLUTION
OF
AUTHORITY:
A
STORY
IN
THREE
ACTS





3

ACT
I:
COMMERCIALIZATION
(1994
–
2002)





 During
the
Internet's
early
days,
publishing
is
costly
and
inaccessible
to

 the
masses.
Media
conglomerates
invest
to
extend
their
authority
into

 the
digital
realm.
The
dot‐com
boom
gives
rise
to
a
few
new
players.




4

ACT
II:
DEMOCRATIZATION
(2002
‐
2010)





 The
financial
and
technical
barriers
to
publishing
evaporate,

 democraHzing
content
creaHon
for
millions

‐
first
in
the
US
and,
later,

 globally.
Simultaneously,
we
see
dramaHc
shi`s
in
trust.

5

ACT
II:
DEMOCRATIZATION
(2002
‐
2010)





6

ACT
III:
VALIDATION
(2010
‐
)





 Later,
the
accessibility
of
publishing
technologies
and
the
simultaneous

 rise
of
social
networking
creates
overload
issues:
both
of
informaHon

 and
“friends.”
The
public
seek
experHse
across
a
diversity
of
sources.



7

ACT
III:
VALIDATION
(2010
‐
)





8

ACT
III:
VALIDATION
(2010
‐
)





9

ACT
III:
VALIDATION
(2010
‐
)





10

ACT
III:
VALIDATION
(2010
‐
)





11

ACT
III:
VALIDATION
(2010
‐
)





12

ACT
III:
VALIDATION
(2010
‐
)





13

THE
MEDIA
CLOVERLEAF:
A
VIRTUOUS
CYCLE
FOR
AUTHORITY





       Tradi2onal
                          “Tradigital”



                          Public
                        Engagement

           Owned
                           Social





14

THE
CLOVERLEAF:
TRADITIONAL
MEDIA





                                    Tradi2onal
   “Tradigital”





                                     Owned
           Social





15

THE
CLOVERLEAF:
TRADIGITAL
MEDIA





                                    Tradi2onal
   “Tradigital”





                                     Owned
           Social





16

THE
CLOVERLEAF:
OWNED
MEDIA





                                Tradi2onal
   “Tradigital”





                                 Owned
           Social





17

THE
CLOVERLEAF:
SOCIAL
MEDIA





                                  Tradi2onal
   “Tradigital”





                                   Owned
           Social





18

THE
OPPORTUNITY:
PROPAGATE
NEW
IDEAS
ACROSS
THE
CLOVERLEAF





 19

FIVE
STEPS
FOR
SUCCESSS

ELEVATE
THE
EXPERTS





  IdenHfy
a
cadre
of
deep
subject‐majer
experts
–
internal
or
external
‐

  who
can
culHvate
new
ideas
and
engage
in
meaningful
conversaHons

  around
them.
Fan
them
out
across
the
media
cloverleaf.


21

ELEVATE
THE
EXPERTS





22

CURATE
TO
CONNECT



  This
is
the
age
of
the
digital
curator:
those
who
can
separate
art
from

  junk.
Now
is
your
opportunity
to
own
your
zone.
IdenHfy
an
under‐
  served
niche
and
frame
it
up
the
way
you
want
it
to
be
seen.





23

CURATE
TO
CONNECT





       24

*Qualcomm
is
an
Edelman
client.

DAZZLE
WITH
DATA





       The
Internet
is
rewiring
our
brains.
We
increasingly
favor
content
that
is

       fun
and
visual.
Data
visualizaHons
and
infographics
not
only
capHvate,

       they
also
convey
experHse
across
the
media
ecosystem.





    25

*eBay
is
an
Edelman
client.

DAZZLE
WITH
DATA





26

PUT
PUBS
ON
HUBS



  Many
businesses
publish
posiHon
papers,
presentaHons,
CSR
reports

  and
more.
However,
these
o`en
live
solely
on
corporate
web
sites.

  SyndicaHng
these
to
document
hubs
also
can
build
authority.





27

PUT
PUBS
ON
HUBS





28

ASK
AND
ANSWER



  The
media
increasingly
seeks
out
experts
on
social
planorms,
such
as

  Twijer
and
dedicated
Q&A
sites.
Consider
making
social
media
1%
of

  100
people’s
job,
not
just
100%
of
one.
Ask
and
answer
quesHons.





29

ASK
AND
ANSWER





30

Authority in the Age of Overload

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