Attentionomics Captivating Attention in the Age of Content Decay
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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.
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Attentionomics Captivating Attention in the Age of Content Decay
- 1. INSIGHTS @ EDELMAN DIGITAL ATTENTIONOMICS IN THE DIGITAL SPACE‐TIME CONTINUUM FEBRUARY 2011 CURATED BY STEVE RUBEL, SVP, DIRECTOR OF INSIGHTS
- 3. ECONOMIC VALUE IS LINKED TO ATTENTION As content proliferates, it is all increasingly filtered through hyper‐ personalized social streams. Therefore, capGvaGng aSenGon is even more criGcal today for effecGng a behavior change. 3
- 4. THE DIGITAL SPACE IS INFINITE, YET TIME IS FINITE According to Google’s Eric Schmidt, the web fills with a deluge of new content equal to all that existed in either digital or analog form prior to 2003. Yet, our Gme remains relaGvely finite. ASenGon doesn’t scale. 4
- 6. PERSONALIZED SOCIAL ALGORITHMS CURATE Every month more than 30 billion pieces of content are shared globally on Facebook. Their EdgeRank algorithm curates art from junk in your feed based on personal affiniGes, content formats and Gmeliness. 6
- 7. TRUST IN THE AGE OF STREAMS REQUIRES FREQUENCY People need to hear things three to five Gmes for it to effect a behavior change. Therefore, you must crae a strong narraGve and have it reverberate across both tradiGonal and social news streams. 7
- 8. HOW TWITTER CONTENT DECAYS 23% get @reply 92% retweets 6% get RT are within the first hour 71% of tweets get no reacGon 85% of tweets with @replies get just one 8
- 13. STEP ONE: HAND‐CRAFT YOUR CONTENT FOR EACH EMBASSY Photo by Timothy ValenGne Networks aren’t homogenous. IdenGfy the micro communiGes driving the conversaGon, vary your content formats for each, deploy naGves as ambassadors and maintain a robust content calendar. 13
- 14. STEP TWO: ACTIVATE EXPERT EMPLOYEES AS THOUGHT LEADERS Experts and those in the know are among the most trusted. Digital thought leadership can break the space‐Gme challenge. Make digital engagement 1% of 100 people’s role, not just 100% of one person’s job. 14
- 15. STEP THREE: TIGHTLY INTEGRATE OWNED AND SOCIAL ASSETS Social isn’t a channel. It’s a behavior. People expect it everywhere. You can increase your social surface area by building such hooks into your site ‐ and vice versa. Give stakeholders opGons. 15
- 17. STEP ONE: MINDFULNESS THROUGH BIFOCAL AWARENESS Build an understanding of the world around you and the best Gmes to engage by pracGcing mindfulness on two levels with situaGonal and ambient awareness. This simple processes complements monitoring. 17
- 18. STEP TWO: OPTIMIZE FOR THE BEST TIMES TO ENGAGE Mining builds off mindfulness. Using an array of low‐cost tools, businesses can determine the ideal Gmes to engage. This includes both at a macro level in a given network, like TwiSer or Facebook, as well as within micro communiGes deep inside. 18
- 19. STEP THREE: PLAN, TEST AND MEASURE Armed with a deeper understanding of the community at both a macro and micro level you can test out the opGmal Gmes to engage. With some trial and error and measurement you can spot paSerns and, over Gme, begin to see an immediate return on engagement. 19