The Critical Moment - how four trends are changing the way communications works. Philip Trippenbach, Senior Planner at Edelman

1. THE NARROWS
WIELDING INFLUENCE IN THE AGE OF SNAPCHAT
March 2016

10. THESE ARE SECOND-ORDER EFFECTS.

11. WHAT ABOUT US?

12. WE LIVE IN THE WORLD
THESE GUYS MADE.

13. 28
32
45
67
69
71
Blogs
Magazines
Newspapers
Social Media
TV
Search
Percent who use each media source several times a week or more (Global)
PEOPLE SEE THE NEWS THEY WANT TO SEE.A L G O R I T H M I C P E E R - D R I V E N M E D I A I S N O W T H E M A I N C O U R S E O F O U R I N F O R M A T I O N D I E T .

19. It’s not the Shallows, it’s
the Narrows we need to
worry about.

20. FOUR TRENDS
A R E P R O F O U N D L Y C H A N G I N G T H E W A Y I N F O R M A T I O N
F L O W S T H R O U G H S O C I E T Y .

21. DIGITAL BEHAVIOUR IS
CHANGING THE
DECISION PROCESS.
ALGORITHMS DEFINE
OUR INFORMATION
FLOW.
TRUST IS MOVING
AWAY FROM ELITES.
PEOPLE ARE
PROTECTING THEIR
ATTENTION.

22. 28
32
45
67
69
71
Blogs
Magazines
Newspapers
Social Media
TV
Search
Percent who use each media source several times a week or more (Global)
PEOPLE SEE THE NEWS THEY WANT TO SEE.A L G O R I T H M I C P E E R - D R I V E N M E D I A I S N O W T H E M A I N C O U R S E O F O U R I N F O R M A T I O N D I E T .

23. AND THEY TRUST WHAT THEY FIND.
44
46
53
58
63
0 10 20 30 40 50 60 70
Social Media
Owned Media
Online-Only Media
Traditional Media
Search Engines
% of people who say they trust news from each source:
C O N F I R M A T I O N B I A S : T H E T E N D E N C Y T O B E L I E V E I N F O R M A T I O N T H A T C O N F I R M S W H A T Y O U A L R E A D Y T H I N K .

24. 0
10
20
30
40
50
60
70
80
A technical expert Academic expert A person like me Financial analyst Employee CEO NGO
Representative
Board of Directors Government
official/Regulator
Trust by Source
2016 2015
+6
TRUST IS MOVING AWAY FROM ELITES.P E E R A N D E X P E R T N E T W O R K S A R E M O R E R E S P E C T E D T H A N O F F I C I A L S O U R C E S

25. PEOPLE ARE PROTECTING THEIR ATTENTION.
0
50
100
150
200
250
300
350
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16
People using Adblocking software, millions
A S T H E V O L U M E O F A L G O R I T H M I C C O N T E N T R I S E S , P E O P L E A R E B E I N G M O R E S E L E C T I V E I N W H A T T H E Y S E E .

26. Today’s buyers might be anywhere from two
thirds to 90% of the way through their
journey before they reach out to a seller.
(Source: Gartner)
THIS IS CHANGING THE DECISION PROCESS.
S O C I A L A N D S E A R C H - D R V E N C O N T E N T D O M I N A T E S T H E E A R L Y P A R T O F T H E P R O C E S S .
AWARENESS CONSIDERATION INTENT DECISION ADVOCACY
When considering taking an action or making
a purchase, people on average do 12 searches
before engaging on a specific brand’s site.
(Source: Google/Milward Brown)

27. MEDIA BUBBLES ARE HARDENING.M O R E A N D M O R E , P E O P L E A R E O N L Y S E E I N G T H E I N F O R M A T I O N T H E Y W A N T T O S E E .

28. CUTTING THROUGH
H O W T O P E N E T R A T E M E D I A B U B B L E S A N D I N F L U E N C E
P E O P L E .

29. THE SHAPE OF TODAY’S MEDIA LANDSCAPE.
M E S S A G E S & I N F L U E N C E N O W S P R E A D T H R O U G H T H R E E T Y P E S O F E N T I T I E S A C T I V E O N M U L T I P L E P L A T F O R M S .

30. AUDIENCE HAS
RELATIONSHIP
WITH A PERSON
AUDIENCE HAS
RELATIONSHIP WITH AN
ORGANIZATION
AUDIENCE HAS
RELATIONSHIP WITH AN
ORGANIZATION
CONTENT PRODUCTION IS
ESSENTIAL TO THE
ORGANIZATION’S FUNCTION;
EDITORIAL INTEGRITY SERVES
CONTENT
CONTENT PRODUCTION IS
SECONDARY TO
ORGANIZATION’S FUNCTION;
EDITORIAL INTEGRITY
SERVES BRAND
INFLUENCE WORKS DIFFERENTLY NOW.I N F L U E N C E R S A R E S E T A P A R T B E C A U S E O F T H E I R P E R S O N A L R E L A T I O N S H I P W I T H T H E P E O P L E T H E Y R E A C H .

31. Sir Ken Robinson
Jamie Oliver
Malala Yousefzai
Mark Parker
Richard Branson
Emma Watson
Paul Polman
Robert Peston
Tyler Brule
Freddie Wong
Matt Drudge
John Oliver
Paul Dacre
Elon Musk
George Clooney
AUDIENCE HAS RELATIONSHIP
WITH A PERSON
AUDIENCE HAS RELATIONSHIP
WITH AN ORGANIZATION
CONTENT PRODUCTION,
EDITORIAL INTEGRITY IS
ESSENTIAL TO THE
ORGANIZATION’S FUNCTION
CONTENT PRODUCTION IS
SECONDARY TO THE
ORGANIZATION’S FUNCTION
will.i.am

32. HOW TO WIELD INFLUENCE EFFECTIVELYE F F E C T I V E C O M M U N I C A T I O N I S A B O U T P I C K I N G T H E R I G H T M I X O F I N F L U E N C E R S A N D P U B L I S H E R S .

33. SIX SPECIES
Media/Influencers
Media
Media/Brands
Brands
Brands/influencers
Individual
Influencers
E A C H S P E C I E S O F I N F L U E N C E R H A S T H E I R S T R E N G T H S A N D W E A K N E S S E S , A N D A P A R T I C U L A R W A Y O F W O R K I N G .
Respect personal creative freedom, craft the
message into a story they’ll respect.
Choose carefully, build long-term personal
relationships, respect their creative freedom.
Carefully align personal and brand values
for huge communications benefits.
Build operations with editorial integrity to
create the content your audience wants.
Create the content your audience wants.
Craft your message into a story that aligns
with your partner’s editorial integrity.

34. SO HERE’S AN
EXAMPLE.

35. XBOX – A LANDSCAPE OF INFLUENCEC A R E F U L L Y S E L E C T E D P A R T N E R S I N E A C H A R E A C A N D E L I V E R T A R G E T E D R E A C H .

36. THANK YOU
P H I L I P . T R I P P E N B A C H @ E D E L M A N . C O M
T W I T T E R @ T R I P P E N B A C H