8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 1/25

INSIGHTS@EDELMANDIGITALELEVENDIGITALTRENDSTOWATCHIN2011

CURATEDBYSTEVERUBELANDDAVIDARMANO

Photobypumpkincat210

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 2/25

INSIGHTS@EDELMANDIGITAL

IdeasthatinspireinnovaKon

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 3/25

3

In2011marketerswillbegintorealizethevalueofaenKon–andnot

 justreachandimpressions–indrivingconversion.

TREND#1:ATTENTIONOMICS

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 4/25

4

BESTPRACTICE:LEVERAGEDATAANDUTILITY

RECOMMENDATIONS

•  Scaleyoursurfaceareawithdigitalembassies

•  CapKvateaenKonwithvisualizaKonsandgames

•  Fightcontentdecaywithdaypartedengagement

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 5/25

5

Thisistheageofthedigitalcurator:thosewhocanseparateartfrom

 junk.Somewillbeautomated.Otherswillbepoweredbyhumans.And

asubsetwilluKlizethebestofboth.

TREND#2:DIGITALCURATION

Photobychrisjbarker

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 6/25

6

BESTPRACTICE:OWNYOURZONE

RECOMMENDATIONS

•  IdenKfyunder‐servednichesandmeetthem

•  Frameupissuesanddiscussions;editorialize

• MakecuraKoncollaboraKveandsocial

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 7/25

7

DevelopersdriveinnovaKonacrossallkeypla`orms.MarkeKngleaderswillbeginworkingwiththesestakeholderstoscaletheirdigital

programsandsurfacearea.

TREND#3:DEVELOPERENGAGEMENT

Photobybugbbq

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 8/25

8

BESTPRACTICE:HELPDEVELOPERSWIN

RECOMMENDATIONS

• Makevaluableassetsavailabletodevelopers–

e.g.art,text,videos,data

•  BuildAPIsandculKvatearichdevelopernetwork

•  AdoptdevelopercreaKons

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 9/25

9

Ifthere'soneconstantinaworldofchange,it'sthathumanscrave

stories.Technologyconstantlyadvancestheartofstorytellingand

createsnewexpectaKons.Butitalsohelpmarketersconnect.

TREND#4:TRANSMEDIASTORYTELLING

Photobyfelix_nine

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 10/25

10

BESTPRACTICE:CONNECTTHEDOTS

RECOMMENDATIONS

•  RecognizethatanarraKveisnolongerawhole

•  Equipemployeestotelltheirownstories

•  Hand‐crayourcontentforeachvenue

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 11/25

11

CompanieswillrecognizethattostandouttheymustacKvatecredible

individualexpertvoiceswhocanpropagatenewideasandengagein

meaningfulconversaKonsaroundthem.

TREND#5:THOUGHTLEADERSHIP

Photobywallyg

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 12/25

12

BESTPRACTICE:LAUNCHANEXPERTHUB

RECOMMENDATIONS

•  IdenKfyacadreofinternalsubjectmaerexperts

•  EquiptheminsituaKonalawarenessandstorytelling

•  Fanthemoutacrossthecloverleafofmedia

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 13/25

13

Socialmediaeffortswillnolongerexistinfragmented,non‐formal

iniKaKvesbutwillbegintointegrateintomoreholisKccommunicaKons.

LookforanincreaseincollaboraKonacrossdepartmentstooccur.

TREND#6:THEINTEGRATIONECONOMY

PhotobyRajeshVijayarajanPhotography

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 14/25

14

BESTPRACTICE:CENTRALIZEPROCESSESANDTECHNOLOGIES

RECOMMENDATIONS

•  Setupastandardizedlisteninginfrastructure

•  Integrate&shareintelligenceacrossenterprise

• ModifyexisKngprocessesandprotocol

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 15/25

15

Wewillconnectwherever,wheneverascompeKKonheatsupinconsumer

electronicsspace,usheringincheaperandbeermobilesoluKonsthat

lessenourdependencyonPCs.

TREND#7:UBIQUITOUSSOCIALCOMPUTING

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 16/25

16

BESTPRACTICE:DESIGNFORDIGITALDISTRIBUTION

RECOMMENDATIONS

•  PlancontentformulKpledigitalexperiences&

pla`orms

• OpKmizeformobility,not justmobile

•  CombinesocialsharingintegraKon

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 17/25

17

Withtonsofdata,FacebookiswellposiKonedtoactuallymakelocaKon

basedservicesusefultobusiness.

TREND#8:LOCATION,LOCATION,FACEBOO

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 18/25

18

BESTPRACTICE:BLENDLOCAL,SOCIAL,PHOTO&MOBILE

RECOMMENDATIONS

•  Think“LoSoPhoMo:”local,social,photoandmobile

•  Combinerealanddigitalworldengagement

•  Rewardwithstatus

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 19/25

19

Socialoverloadisnothingnewtotechmavens,butitwillbecomesomethingthatmoreandmore“average”usersexperience.

TREND#9:SOCIALMEDIASCHIZOPHRENIA

PhotobyDeaPeaJay

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 20/25

20

BESTPRACTICE:MAESOCIALPARTICIPATIONEFFORTLESS

RECOMMENDATIONS

• Maximizethedominantpla`ormsanddon’tget

overextended

•  eepitsimpleandconvenient

•  Allowuserstoselfselect

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 21/25

21

Googlecouldprovein2011thatthebestwaytobeatFacebook&

Twieristodowhattheydobest—indexthemtopieces.

TREND#10:GOOGLESTRIESBAC

Photobysheeshoo

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 22/25

22

BESTPRACTICE:INTEGRATEPAID,OWNED,EARNEDANDSOCIAL

RECOMMENDATIONS

• MovebeyondtradiKonalkeywords–thinkvisibility

•  EmphasizeGooglefriendlypla`orms(NYT,Yelpetc.)

•  Produceregional,relevant&highqualitycontent

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 23/25

23

Aerseveralyearsofbeingtoldto“fishwherethefishare”businesses

realizethatintegraKngsocialfuncKonalityintotheirwebsitesnotonly

helpsthembecomemorerelevant,it’swhatusersincreasinglyexpect.

TREND#11:VIVALASOCIALWEBSITE

Photobyturkinator

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 24/25

24

BESTPRACTICE:MAESOCIALELEGANT

RECOMMENDATIONS

•  IncorporatesocialdatafromconnecKons,friends

•  DesignforfuncKon&form• BeconservaKveonprivacyandexplainthebenefitsin

clearhumanlanguage

8/8/2019 2011 Digital Trends

http://slidepdf.com/reader/full/2011-digital-trends 25/25

@steverubel @armano

edelmandigital.com

@edelmandigital