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Social media is out of beta. We’re entering the era of validation. In the Validation Era, intimacy is in and publicness may be out - or at least on the decline. Quality is the new black. What this means that both individuals and businesses will need to increasingly work harder to earn their way in and remain in their stakeholders' circle of trust. During this session, Steve Rubel will explain how businesses can activate their domain-level experts to share their knowledge across four spheres of media – traditional, “tradigital,” owned and social.
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INSIGHTS@EDELMANDIGITALAUTHORITYINTHEAGEOFOVERLOAD
CURATEDBYSTEVERUBEL,EVP,GLOBALSTRATEGY&INSIGHTS
Photobywallyg
INSIGHTS@EDELMANDIGITALIdeasthatinspireinnovaHon
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THEDIGITALEVOLUTIONOFAUTHORITY:ASTORYINTHREEACTS
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DuringtheInternet'searlydays,publishingiscostlyandinaccessibletothemasses.Mediaconglomeratesinvesttoextendtheirauthorityintothedigitalrealm.Thedot‐comboomgivesrisetoafewnewplayers.
ACTI:COMMERCIALIZATION(1994–2002)
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Thefinancialandtechnicalbarrierstopublishingevaporate,democraHzingcontentcreaHonformillions‐firstintheUSand,later,globally.Simultaneously,weseedramaHcshi`sintrust.
ACTII:DEMOCRATIZATION(2002‐2010)
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ACTII:DEMOCRATIZATION(2002‐2010)
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Later,theaccessibilityofpublishingtechnologiesandthesimultaneousriseofsocialnetworkingcreatesoverloadissues:bothofinformaHonand“friends.”ThepublicseekexperHseacrossadiversityofsources.
ACTIII:VALIDATION(2010‐)
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ACTIII:VALIDATION(2010‐)
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ACTIII:VALIDATION(2010‐)
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ACTIII:VALIDATION(2010‐)
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ACTIII:VALIDATION(2010‐)
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ACTIII:VALIDATION(2010‐)
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ACTIII:VALIDATION(2010‐)
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THEMEDIACLOVERLEAF:AVIRTUOUSCYCLEFORAUTHORITY
Tradi2onal
SocialOwned
“Tradigital”
Public Engagement
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THECLOVERLEAF:TRADITIONALMEDIA
Tradi2onal
SocialOwned
“Tradigital”
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THECLOVERLEAF:TRADIGITALMEDIA
Tradi2onal
SocialOwned
“Tradigital”
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THECLOVERLEAF:OWNEDMEDIA
Tradi2onal
SocialOwned
“Tradigital”
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THECLOVERLEAF:SOCIALMEDIA
Tradi2onal
SocialOwned
“Tradigital”
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THEOPPORTUNITY:PROPAGATENEWIDEASACROSSTHECLOVERLEAF
FIVESTEPSFORSUCCESSS
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ELEVATETHEEXPERTS
IdenHfyacadreofdeepsubject‐majerexperts–internalorexternal‐whocanculHvatenewideasandengageinmeaningfulconversaHonsaroundthem.Fanthemoutacrossthemediacloverleaf.
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ELEVATETHEEXPERTS
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CURATETOCONNECT
Thisistheageofthedigitalcurator:thosewhocanseparateartfromjunk.Nowisyouropportunitytoownyourzone.IdenHfyanunder‐servednicheandframeitupthewayyouwantittobeseen.
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CURATETOCONNECT
*QualcommisanEdelmanclient.
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DAZZLEWITHDATA
TheInternetisrewiringourbrains.Weincreasinglyfavorcontentthatisfunandvisual.DatavisualizaHonsandinfographicsnotonlycapHvate,theyalsoconveyexperHseacrossthemediaecosystem.
*eBayisanEdelmanclient.
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DAZZLEWITHDATA
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PUTPUBSONHUBS
ManybusinessespublishposiHonpapers,presentaHons,CSRreportsandmore.However,theseo`enlivesolelyoncorporatewebsites.SyndicaHngthesetodocumenthubsalsocanbuildauthority.
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PUTPUBSONHUBS
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ASKANDANSWER
Themediaincreasinglyseeksoutexpertsonsocialplanorms,suchasTwijeranddedicatedQ&Asites.Considermakingsocialmedia1%of100people’sjob,notjust100%ofone.AskandanswerquesHons.
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ASKANDANSWER
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