attentionomics captivating attention in the age of content decay
Post on 17-Sep-2014
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Attention is linked with economic value creation. However, with infinite content options (space) yet finite attention (time) and personalized social algorithms curating it all for us, it's going to be increasingly challenging to stand out. In this presentation, Steve Rubel (SVP/Director of Insights), explains the issue in detail along with practical solutions.TRANSCRIPT
INSIGHTS@EDELMANDIGITALATTENTIONOMICSINTHEDIGITALSPACE‐TIMECONTINUUMFEBRUARY2011 CURATEDBYSTEVERUBEL,SVP,DIRECTOROFINSIGHTS
INSIGHTS@EDELMANDIGITALIdeasthatinspireinnovaGon
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Ascontentproliferates,itisallincreasinglyfilteredthroughhyper‐personalizedsocialstreams.Therefore,capGvaGngaSenGonisevenmorecriGcaltodayforeffecGngabehaviorchange.
ECONOMICVALUEISLINKEDTOATTENTION
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AccordingtoGoogle’sEricSchmidt,thewebfillswithadelugeofnewcontentequaltoallthatexistedineitherdigitaloranalogformpriorto2003.Yet,ourGmeremainsrelaGvelyfinite.ASenGondoesn’tscale.
THEDIGITALSPACEISINFINITE,YETTIMEISFINITE
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TwiSerisrecording110milliontweetsperday.However,like“wetsnow,”theyevaporateasalmostsoonastheyhittheground.Thismeansyourmessagesmanyneverreachyourintendedaudience.
ASNOISEESCALATES,CONTENTRAPIDLYDECAYS
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Everymonthmorethan30billionpiecesofcontentaresharedgloballyonFacebook.TheirEdgeRankalgorithmcuratesartfromjunkinyourfeedbasedonpersonalaffiniGes,contentformatsandGmeliness.
PERSONALIZEDSOCIALALGORITHMSCURATE
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PeopleneedtohearthingsthreetofiveGmesforittoeffectabehaviorchange.Therefore,youmustcraeastrongnarraGveandhaveitreverberateacrossbothtradiGonalandsocialnewsstreams.
TRUSTINTHEAGEOFSTREAMSREQUIRESFREQUENCY
92%retweetsarewithinthefirsthour
85%oftweetswith@repliesgetjustone
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HOWTWITTERCONTENTDECAYS
71%oftweetsgetnoreacGon
23%get@reply
6%getRT
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HOWFACEBOOKCONTENTDECAYS
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HOWVIDEOCONTENTDECAYS
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SPACE‐TIMESOLUTIONS:SURFACEAREA&DAYPARTEDENGAGEMENT
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SCALINGSURFACEAREAWITHDIGITALEMBASSIES
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STEPONE:HAND‐CRAFTYOURCONTENTFOREACHEMBASSY
Networksaren’thomogenous.IdenGfythemicrocommuniGesdrivingtheconversaGon,varyyourcontentformatsforeach,deploynaGvesasambassadorsandmaintainarobustcontentcalendar.
PhotobyTimothyValenGne
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STEPTWO:ACTIVATEEXPERTEMPLOYEESASTHOUGHTLEADERS
Expertsandthoseintheknowareamongthemosttrusted.Digitalthoughtleadershipcanbreakthespace‐Gmechallenge.Makedigitalengagement1%of100people’srole,notjust100%ofoneperson’sjob.
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STEPTHREE:TIGHTLYINTEGRATEOWNEDANDSOCIALASSETS
Socialisn’tachannel.It’sabehavior.Peopleexpectiteverywhere.Youcanincreaseyoursocialsurfaceareabybuildingsuchhooksintoyoursite‐andviceversa.GivestakeholdersopGons.
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MAKETIMEYOURALLYWITHDAYPARTEDENGAGEMENT
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BuildanunderstandingoftheworldaroundyouandthebestGmestoengagebypracGcingmindfulnessontwolevelswithsituaGonalandambientawareness.Thissimpleprocessescomplementsmonitoring.
STEPONE:MINDFULNESSTHROUGHBIFOCALAWARENESS
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Miningbuildsoffmindfulness.Usinganarrayoflow‐costtools,businessescandeterminetheidealGmestoengage.Thisincludesbothatamacrolevelinagivennetwork,likeTwiSerorFacebook,aswellaswithinmicrocommuniGesdeepinside.
STEPTWO:OPTIMIZEFORTHEBESTTIMESTOENGAGE
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ArmedwithadeeperunderstandingofthecommunityatbothamacroandmicrolevelyoucantestouttheopGmalGmestoengage.WithsometrialanderrorandmeasurementyoucanspotpaSernsand,overGme,begintoseeanimmediatereturnonengagement.
STEPTHREE:PLAN,TESTANDMEASURE
