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  • Insights at Edelman Digital: Attentionomics in The Digital Space Time Continuum

    Transféré par

    Orsan Erksoy
    21 vues20 pages
    The document discusses how attention has become an economic asset in the digital space. It notes that as content proliferates online, capturing attention is critical for driving behavior change. However, time remains finite even as the digital space grows infinitely. The document advocates increasing "surface area" by crafting custom content for different social networks and empowering employees as digital thought leaders. It also recommends "dayparted engagement" by monitoring optimal times to engage on each network and community.

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    attentionomicsexternal-110207122813-phpapp01

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    The document discusses how attention has become an economic asset in the digital space. It notes that as content proliferates online, capturing attention is critical for driving behavior change. However, time remains finite even as the digital space grows infinitely. The document advocates increasing "surface area" by crafting custom content for different social networks and empowering employees as digital thought leaders. It also recommends "dayparted engagement" by monitoring optimal times to engage on each network and community.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    21 vues20 pages

    Insights at Edelman Digital: Attentionomics in The Digital Space Time Continuum

    Transféré par

    Orsan Erksoy
    The document discusses how attention has become an economic asset in the digital space. It notes that as content proliferates online, capturing attention is critical for driving behavior change. However, time remains finite even as the digital space grows infinitely. The document advocates increasing "surface area" by crafting custom content for different social networks and empowering employees as digital thought leaders. It also recommends "dayparted engagement" by monitoring optimal times to engage on each network and community.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 20

    INSIGHTS@EDELMANDIGITAL

    FEBRUARY2011

    ATTENTIONOMICSINTHEDIGITALSPACETIMECONTINUUM
    CURATEDBYSTEVERUBEL,SVP,DIRECTOROFINSIGHTS

    INSIGHTS@EDELMANDIGITAL IdeasthatinspireinnovaGon

    ECONOMICVALUEISLINKEDTOATTENTION

    Ascontentproliferates,itisallincreasinglylteredthroughhyper personalizedsocialstreams.Therefore,capGvaGngaSenGoniseven morecriGcaltodayforeecGngabehaviorchange.

    THEDIGITALSPACEISINFINITE,YETTIMEISFINITE

    AccordingtoGooglesEricSchmidt,thewebllswithadelugeofnew contentequaltoallthatexistedineitherdigitaloranalogformpriorto 2003.Yet,ourGmeremainsrelaGvelynite.ASenGondoesntscale.

    ASNOISEESCALATES,CONTENTRAPIDLYDECAYS

    TwiSerisrecording110milliontweetsperday.However,likewetsnow, theyevaporateasalmostsoonastheyhittheground.Thismeansyour messagesmanyneverreachyourintendedaudience.

    PERSONALIZEDSOCIALALGORITHMSCURATE

    Everymonthmorethan30billionpiecesofcontentaresharedglobally onFacebook.TheirEdgeRankalgorithmcuratesartfromjunkinyour feedbasedonpersonalaniGes,contentformatsandGmeliness.

    TRUSTINTHEAGEOFSTREAMSREQUIRESFREQUENCY

    PeopleneedtohearthingsthreetoveGmesforittoeectabehavior change.Therefore,youmustcraeastrongnarraGveandhaveit reverberateacrossbothtradiGonalandsocialnewsstreams.

    HOWTWITTERCONTENTDECAYS

    23% get@reply 6%getRT 71%oftweets getnoreacGon 92%retweets arewithinthe rsthour 85%oftweets with@replies getjustone

    HOWFACEBOOKCONTENTDECAYS

    HOWVIDEOCONTENTDECAYS

    10

    SPACETIMESOLUTIONS:SURFACEAREA&DAYPARTEDENGAGEMENT

    11

    SCALINGSURFACEAREAWITHDIGITALEMBASSIES

    12

    STEPONE:HANDCRAFTYOURCONTENTFOREACHEMBASSY

    PhotobyTimothyValenGne

    Networksarenthomogenous.IdenGfythemicrocommuniGesdriving theconversaGon,varyyourcontentformatsforeach,deploynaGvesas ambassadorsandmaintainarobustcontentcalendar.


    13

    STEPTWO:ACTIVATEEXPERTEMPLOYEESASTHOUGHTLEADERS

    Expertsandthoseintheknowareamongthemosttrusted.Digital thoughtleadershipcanbreakthespaceGmechallenge.Makedigital engagement1%of100peoplesrole,notjust100%ofonepersonsjob.


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    STEPTHREE:TIGHTLYINTEGRATEOWNEDANDSOCIALASSETS

    Socialisntachannel.Itsabehavior.Peopleexpectiteverywhere.You canincreaseyoursocialsurfaceareabybuildingsuchhooksintoyour siteandviceversa.GivestakeholdersopGons.


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    MAKETIMEYOURALLYWITHDAYPARTEDENGAGEMENT

    16

    STEPONE:MINDFULNESSTHROUGHBIFOCALAWARENESS

    BuildanunderstandingoftheworldaroundyouandthebestGmesto engagebypracGcingmindfulnessontwolevelswithsituaGonaland ambientawareness.Thissimpleprocessescomplementsmonitoring.

    17

    STEPTWO:OPTIMIZEFORTHEBESTTIMESTOENGAGE

    Miningbuildsomindfulness.Usinganarrayoflowcosttools, businessescandeterminetheidealGmestoengage.Thisincludesboth atamacrolevelinagivennetwork,likeTwiSerorFacebook,aswellas withinmicrocommuniGesdeepinside.

    18

    STEPTHREE:PLAN,TESTANDMEASURE

    Armedwithadeeperunderstandingofthecommunityatbothamacro andmicrolevelyoucantestouttheopGmalGmestoengage.With sometrialanderrorandmeasurementyoucanspotpaSernsand,over Gme,begintoseeanimmediatereturnonengagement.

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