eleven digital trends to watch in 2011
DESCRIPTION
Steve Rubel and David Armano curate what Edelman sees as the key trends that clients and teams need to think about in the year ahead.TRANSCRIPT
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