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ELEVEN
DIGITAL
TRENDS
TO
WATCH
IN
2011
CURATED
BY
STEVE
RUBEL
AND
DAVID
ARMANO
Photo
by
pumpkincat210
INSIGHTS
@
EDELMAN
DIGITAL
Ideas
that
inspire
innovaKon
TREND
#1:
ATTENTIONOMICS
In
2011
marketers
will
begin
to
realize
the
value
of
aRenKon
–
and
not
just
reach
and
impressions
–
in
driving
conversion.
3
BEST
PRACTICE:
LEVERAGE
DATA
AND
UTILITY
RECOMMENDATIONS
• Scale
your
surface
area
with
digital
embassies
• CapKvate
aRenKon
with
visualizaKons
and
games
• Fight
content
decay
with
dayparted
engagement
4
TREND
#2:
DIGITAL
CURATION
This
is
the
age
of
the
digital
curator:
those
who
can
separate
art
from
junk.
Some
will
be
automated.
Others
will
be
powered
by
humans.
And
a
subset
will
uKlize
the
best
of
both.
Photo by chrisjbarker
5
BEST
PRACTICE:
OWN
YOUR
ZONE
RECOMMENDATIONS
• IdenKfy
under‐served
niches
and
meet
them
• Frame
up
issues
and
discussions;
editorialize
• Make
curaKon
collaboraKve
and
social
6
TREND
#3:
DEVELOPER
ENGAGEMENT
Photo
by
bugbbq
Developers
drive
innovaKon
across
all
key
pla`orms.
MarkeKng
leaders
will
begin
working
with
these
stakeholders
to
scale
their
digital
programs
and
surface
area.
7
BEST
PRACTICE:
HELP
DEVELOPERS
WIN
RECOMMENDATIONS
• Make
valuable
assets
available
to
developers
–
e.g.
art,
text,
videos,
data
• Build
APIs
and
culKvate
a
rich
developer
network
• Adopt
developer
creaKons
8
TREND
#4:
TRANSMEDIA
STORYTELLING
If
there's
one
constant
in
a
world
of
change,
it's
that
humans
crave
stories.
Technology
constantly
advances
the
art
of
storytelling
and
creates
new
expectaKons.
But
it
also
help
marketers
connect.
Photo by felix_nine
9
BEST
PRACTICE:
CONNECT
THE
DOTS
RECOMMENDATIONS
• Recognize
that
a
narraKve
is
no
longer
a
whole
• Equip
employees
to
tell
their
own
stories
• Hand‐crah
your
content
for
each
venue
10
TREND
#5:
THOUGHT
LEADERSHIP
Companies
will
recognize
that
to
stand
out
they
must
acKvate
credible
individual
expert
voices
who
can
propagate
new
ideas
and
engage
in
meaningful
conversaKons
around
them.
Photo by wallyg
11
BEST
PRACTICE:
LAUNCH
AN
EXPERT
HUB
RECOMMENDATIONS
• IdenKfy
a
cadre
of
internal
subject
maRer
experts
• Equip
them
in
situaKonal
awareness
and
storytelling
• Fan
them
out
across
the
cloverleaf
of
media
12
TREND
#6:
THE
INTEGRATION
ECONOMY
Social
media
efforts
will
no
longer
exist
in
fragmented,
non‐formal
iniKaKves
but
will
begin
to
integrate
into
more
holisKc
communicaKons.
Look
for
an
increase
in
collaboraKon
across
departments
to
occur.
Photo by Rajesh Vijayarajan Photography
13
BEST
PRACTICE:
CENTRALIZE
PROCESSES
AND
TECHNOLOGIES
RECOMMENDATIONS
• Set
up
a
standardized
listening
infrastructure
• Integrate
&
share
intelligence
across
enterprise
• Modify
exisKng
processes
and
protocol
14
TREND
#7:
UBIQUITOUS
SOCIAL
COMPUTING
We
will
connect
wherever,
whenever
as
compeKKon
heats
up
in
consumer
electronics
space,
ushering
in
cheaper
and
beRer
mobile
soluKons
that
lessen
our
dependency
on
PCs.
15
BEST
PRACTICE:
DESIGN
FOR
DIGITAL
DISTRIBUTION
RECOMMENDATIONS
• Plan
content
for
mulKple
digital
experiences
&
pla`orms
• OpKmize
for
mobility,
not
just
mobile
• Combine
social
sharing
integraKon
16
TREND
#8:
LOCATION,
LOCATION,
FACEBOOK
With
tons
of
data,
Facebook
is
well
posiKoned
to
actually
make
locaKon
based
services
useful
to
business.
17
BEST
PRACTICE:
BLEND
LOCAL,
SOCIAL,
PHOTO
&
MOBILE
RECOMMENDATIONS
• Think
“LoSoPhoMo:”local,
social,
photo
and
mobile
• Combine
real
and
digital
world
engagement
• Reward
with
status
18
TREND
#9:
SOCIAL
MEDIA
SCHIZOPHRENIA
Social
overload
is
nothing
new
to
tech
mavens,
but
it
will
become
something
that
more
and
more
“average”
users
experience.
Photo by DeaPeaJay
19
BEST
PRACTICE:
MAKE
SOCIAL
PARTICIPATION
EFFORTLESS
RECOMMENDATIONS
• Maximize
the
dominant
pla`orms
and
don’t
get
overextended
• Keep
it
simple
and
convenient
• Allow
users
to
self
select
20
TREND
#10:
GOOGLE
STRIKES
BACK
Google
could
prove
in
2011
that
the
best
way
to
beat
Facebook
&
TwiRer
is
to
do
what
they
do
best—
index
them
to
pieces.
Photo by sheeshoo
21
BEST
PRACTICE:
INTEGRATE
PAID,
OWNED,
EARNED
AND
SOCIAL
RECOMMENDATIONS
• Move
beyond
tradiKonal
keywords
–
think
visibility
• Emphasize
Google
friendly
pla`orms
(NYT,
Yelp
etc.)
• Produce
regional,
relevant
&
high
quality
content
22
TREND
#11:
VIVA
LA
SOCIAL
WEB
SITE
Aher
several
years
of
being
told
to
“fish
where
the
fish
are”
businesses
realize
that
integraKng
social
funcKonality
into
their
web
sites
not
only
helps
them
become
more
relevant,
it’s
what
users
increasingly
expect.
Photo by turkinator
23
BEST
PRACTICE:
MAKE
SOCIAL
ELEGANT
RECOMMENDATIONS
• Incorporate
social
data
from
connecKons,
friends
• Design
for
funcKon
&
form
• Be
conservaKve
on
privacy
and
explain
the
benefits
in
clear
human
language
24
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