2011 Digital Trends
Transcript of 2011 Digital Trends
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INSIGHTS@EDELMANDIGITALELEVENDIGITALTRENDSTOWATCHIN2011
CURATEDBYSTEVERUBELANDDAVIDARMANO
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INSIGHTS@EDELMANDIGITAL
IdeasthatinspireinnovaKon
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In2011marketerswillbegintorealizethevalueofaenKon–andnot
justreachandimpressions–indrivingconversion.
TREND#1:ATTENTIONOMICS
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BESTPRACTICE:LEVERAGEDATAANDUTILITY
RECOMMENDATIONS
• Scaleyoursurfaceareawithdigitalembassies
• CapKvateaenKonwithvisualizaKonsandgames
• Fightcontentdecaywithdaypartedengagement
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Thisistheageofthedigitalcurator:thosewhocanseparateartfrom
junk.Somewillbeautomated.Otherswillbepoweredbyhumans.And
asubsetwilluKlizethebestofboth.
TREND#2:DIGITALCURATION
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BESTPRACTICE:OWNYOURZONE
RECOMMENDATIONS
• IdenKfyunder‐servednichesandmeetthem
• Frameupissuesanddiscussions;editorialize
• MakecuraKoncollaboraKveandsocial
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DevelopersdriveinnovaKonacrossallkeypla`orms.MarkeKngleaderswillbeginworkingwiththesestakeholderstoscaletheirdigital
programsandsurfacearea.
TREND#3:DEVELOPERENGAGEMENT
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BESTPRACTICE:HELPDEVELOPERSWIN
RECOMMENDATIONS
• Makevaluableassetsavailabletodevelopers–
e.g.art,text,videos,data
• BuildAPIsandculKvatearichdevelopernetwork
• AdoptdevelopercreaKons
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Ifthere'soneconstantinaworldofchange,it'sthathumanscrave
stories.Technologyconstantlyadvancestheartofstorytellingand
createsnewexpectaKons.Butitalsohelpmarketersconnect.
TREND#4:TRANSMEDIASTORYTELLING
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BESTPRACTICE:CONNECTTHEDOTS
RECOMMENDATIONS
• RecognizethatanarraKveisnolongerawhole
• Equipemployeestotelltheirownstories
• Hand‐crayourcontentforeachvenue
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CompanieswillrecognizethattostandouttheymustacKvatecredible
individualexpertvoiceswhocanpropagatenewideasandengagein
meaningfulconversaKonsaroundthem.
TREND#5:THOUGHTLEADERSHIP
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BESTPRACTICE:LAUNCHANEXPERTHUB
RECOMMENDATIONS
• IdenKfyacadreofinternalsubjectmaerexperts
• EquiptheminsituaKonalawarenessandstorytelling
• Fanthemoutacrossthecloverleafofmedia
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Socialmediaeffortswillnolongerexistinfragmented,non‐formal
iniKaKvesbutwillbegintointegrateintomoreholisKccommunicaKons.
LookforanincreaseincollaboraKonacrossdepartmentstooccur.
TREND#6:THEINTEGRATIONECONOMY
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BESTPRACTICE:CENTRALIZEPROCESSESANDTECHNOLOGIES
RECOMMENDATIONS
• Setupastandardizedlisteninginfrastructure
• Integrate&shareintelligenceacrossenterprise
• ModifyexisKngprocessesandprotocol
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Wewillconnectwherever,wheneverascompeKKonheatsupinconsumer
electronicsspace,usheringincheaperandbeermobilesoluKonsthat
lessenourdependencyonPCs.
TREND#7:UBIQUITOUSSOCIALCOMPUTING
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BESTPRACTICE:DESIGNFORDIGITALDISTRIBUTION
RECOMMENDATIONS
• PlancontentformulKpledigitalexperiences&
pla`orms
• OpKmizeformobility,not justmobile
• CombinesocialsharingintegraKon
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Withtonsofdata,FacebookiswellposiKonedtoactuallymakelocaKon
basedservicesusefultobusiness.
TREND#8:LOCATION,LOCATION,FACEBOO
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BESTPRACTICE:BLENDLOCAL,SOCIAL,PHOTO&MOBILE
RECOMMENDATIONS
• Think“LoSoPhoMo:”local,social,photoandmobile
• Combinerealanddigitalworldengagement
• Rewardwithstatus
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Socialoverloadisnothingnewtotechmavens,butitwillbecomesomethingthatmoreandmore“average”usersexperience.
TREND#9:SOCIALMEDIASCHIZOPHRENIA
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BESTPRACTICE:MAESOCIALPARTICIPATIONEFFORTLESS
RECOMMENDATIONS
• Maximizethedominantpla`ormsanddon’tget
overextended
• eepitsimpleandconvenient
• Allowuserstoselfselect
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Googlecouldprovein2011thatthebestwaytobeatFacebook&
Twieristodowhattheydobest—indexthemtopieces.
TREND#10:GOOGLESTRIESBAC
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BESTPRACTICE:INTEGRATEPAID,OWNED,EARNEDANDSOCIAL
RECOMMENDATIONS
• MovebeyondtradiKonalkeywords–thinkvisibility
• EmphasizeGooglefriendlypla`orms(NYT,Yelpetc.)
• Produceregional,relevant&highqualitycontent
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Aerseveralyearsofbeingtoldto“fishwherethefishare”businesses
realizethatintegraKngsocialfuncKonalityintotheirwebsitesnotonly
helpsthembecomemorerelevant,it’swhatusersincreasinglyexpect.
TREND#11:VIVALASOCIALWEBSITE
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BESTPRACTICE:MAESOCIALELEGANT
RECOMMENDATIONS
• IncorporatesocialdatafromconnecKons,friends
• DesignforfuncKon&form• BeconservaKveonprivacyandexplainthebenefitsin
clearhumanlanguage
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@steverubel @armano
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