INSIGHTS@EDELMANDIGITALELEVENDIGITALTRENDSTOWATCHIN2011

CURATEDBYSTEVERUBELANDDAVIDARMANO

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INSIGHTS@EDELMANDIGITALIdeasthatinspireinnovaKon

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In2011marketerswillbegintorealizethevalueofaRenKon–andnotjustreachandimpressions–indrivingconversion.

TREND#1:ATTENTIONOMICS

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BESTPRACTICE:LEVERAGEDATAANDUTILITY

RECOMMENDATIONS

•  Scaleyoursurfaceareawithdigitalembassies

•  CapKvateaRenKonwithvisualizaKonsandgames

•  Fightcontentdecaywithdaypartedengagement

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Thisistheageofthedigitalcurator:thosewhocanseparateartfromjunk.Somewillbeautomated.Otherswillbepoweredbyhumans.AndasubsetwilluKlizethebestofboth.

TREND#2:DIGITALCURATION

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BESTPRACTICE:OWNYOURZONE

RECOMMENDATIONS

•  IdenKfyunder‐servednichesandmeetthem

•  Frameupissuesanddiscussions;editorialize

•  MakecuraKoncollaboraKveandsocial

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DevelopersdriveinnovaKonacrossallkeypla`orms.MarkeKngleaderswillbeginworkingwiththesestakeholderstoscaletheirdigitalprogramsandsurfacearea.

TREND#3:DEVELOPERENGAGEMENTPhotobybugbbq

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BESTPRACTICE:HELPDEVELOPERSWIN

RECOMMENDATIONS

•  Makevaluableassetsavailabletodevelopers–e.g.art,text,videos,data

•  BuildAPIsandculKvatearichdevelopernetwork

•  AdoptdevelopercreaKons

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Ifthere'soneconstantinaworldofchange,it'sthathumanscravestories.TechnologyconstantlyadvancestheartofstorytellingandcreatesnewexpectaKons.Butitalsohelpmarketersconnect.

TREND#4:TRANSMEDIASTORYTELLING

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BESTPRACTICE:CONNECTTHEDOTS

RECOMMENDATIONS

•  RecognizethatanarraKveisnolongerawhole

•  Equipemployeestotelltheirownstories

•  Hand‐crahyourcontentforeachvenue

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CompanieswillrecognizethattostandouttheymustacKvatecredibleindividualexpertvoiceswhocanpropagatenewideasandengageinmeaningfulconversaKonsaroundthem.

TREND#5:THOUGHTLEADERSHIP

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BESTPRACTICE:LAUNCHANEXPERTHUB

RECOMMENDATIONS

•  IdenKfyacadreofinternalsubjectmaRerexperts

•  EquiptheminsituaKonalawarenessandstorytelling

•  Fanthemoutacrossthecloverleafofmedia

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Socialmediaeffortswillnolongerexistinfragmented,non‐formaliniKaKvesbutwillbegintointegrateintomoreholisKccommunicaKons.LookforanincreaseincollaboraKonacrossdepartmentstooccur.

TREND#6:THEINTEGRATIONECONOMY

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BESTPRACTICE:CENTRALIZEPROCESSESANDTECHNOLOGIES

RECOMMENDATIONS

•  Setupastandardizedlisteninginfrastructure

•  Integrate&shareintelligenceacrossenterprise

•  ModifyexisKngprocessesandprotocol

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Wewillconnectwherever,wheneverascompeKKonheatsupinconsumerelectronicsspace,usheringincheaperandbeRermobilesoluKonsthatlessenourdependencyonPCs.

TREND#7:UBIQUITOUSSOCIALCOMPUTING

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BESTPRACTICE:DESIGNFORDIGITALDISTRIBUTION

RECOMMENDATIONS

•  PlancontentformulKpledigitalexperiences&pla`orms

•  OpKmizeformobility,notjustmobile

•  CombinesocialsharingintegraKon

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Withtonsofdata,FacebookiswellposiKonedtoactuallymakelocaKonbasedservicesusefultobusiness.

TREND#8:LOCATION,LOCATION,FACEBOOK

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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:MAKESOCIALPARTICIPATIONEFFORTLESS

RECOMMENDATIONS

•  Maximizethedominantpla`ormsanddon’tgetoverextended

•  Keepitsimpleandconvenient

•  Allowuserstoselfselect

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Googlecouldprovein2011thatthebestwaytobeatFacebook&TwiReristodowhattheydobest—indexthemtopieces.

TREND#10:GOOGLESTRIKESBACK

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BESTPRACTICE:INTEGRATEPAID,OWNED,EARNEDANDSOCIAL

RECOMMENDATIONS

•  MovebeyondtradiKonalkeywords–thinkvisibility

•  EmphasizeGooglefriendlypla`orms(NYT,Yelpetc.)

•  Produceregional,relevant&highqualitycontent

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Aherseveralyearsofbeingtoldto“fishwherethefishare”businessesrealizethatintegraKngsocialfuncKonalityintotheirwebsitesnotonlyhelpsthembecomemorerelevant,it’swhatusersincreasinglyexpect.

TREND#11:VIVALASOCIALWEBSITE

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BESTPRACTICE:MAKESOCIALELEGANT

RECOMMENDATIONS

•  IncorporatesocialdatafromconnecKons,friends

•  DesignforfuncKon&form

•  BeconservaKveonprivacyandexplainthebenefitsinclearhumanlanguage

@steverubel @armano

edelmandigital.com @edelmandigital