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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.
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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