INSIGHTS
@
EDELMAN
DIGITAL


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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