Date post: | 17-Sep-2014 |
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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