THE ATTENTION IS SHIFTINGMoving from era of the Web to era of the Stream!

Message is the Medium

Shift to the streamWeb pages and Web search no longer the center of online activity and attention. It is messaging and streams!

1996

1998 2006

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From documents to messages

• With Web, pendulum swung from messages to documents. With social media, the pendulum is swinging to messaging again.

• Social messages and notifications messages are starting points for the Web - coming to us from - social networks, content providers, and social apps.

Messaging

Documents

From Search to SocialConsumers are spending more time in social sites like Facebook, Pinterest and Twitter than on search engines or content sites.

In December of 2011, Comscore reported that social networking ranked as the most popular content category in online engagement, accounting for 19% of all consumer time spent online.

So, the Web has changedAccording to Ben Elowitz, CEO Wetpaint, the top 50 sites were getting almost as much traffic from Facebook as from Google by December of 2012. Seven of these top 50 sites were already getting 12% more visits from Facebook than from Google, up from 5 of these top sites just a month earlier.

What are the Challenges?

TOO MUCH!

Noise is Increasing

In the 1990’s emailing out a photo of the interesting taco you are having for lunch to everyone you know would have been considered highly spammy behavior.

In 2012 we call that “foodspotting” and we happily send out pictures of our latest culinary adventure on multiple different social networks at once.

Spam is the New NormalWith check-ins on FourSquare and pinning things on Pinterest, activities that used to be considered noise have somehow started to be thought of as signals.

Why - Because they are instant and require no investment or thought.

Notifications Overload• We’re getting many types of notifications, for example:• When people follow us• When we’re tagged in photos• When people want to be friends with us• When friends check-in to various places• When people are near us• When our flights are delayed• When our credit scores change• When things we ordered are shipped• When there are new features in apps we use• When issue tickets are filed or changed• When files are shared with us• When people mention or reply to us• When we have meeting.• When we have unread messages waiting for us in a social network

• The list is ENDLESS!

Fragmented AttentionWe’re juggling email, SMS, voicemail, Twitter, Facebook, LinkedIn, Pinterest, Tumblr, Google+, YouTube, Yammer, Dropbox, Chatter, Google Reader, Flipboard, Pulse, Zite, as well as inboxes in specialized tools like Github, Uservoice, Salesforce, and many other apps and services.

Are we better off without Email?Email usage peaked around 2005/2006, after which several new forms of messaging began to get traction. We will all soon be wishing for the good old days of email overload as it was nothing compared to what we’re facing now.

Message Volume ExplosionMessage volume per day, in all messaging channels, is growing exponentially. The graph shows Twitter’s growth in message volume per day since 2009:

Engagement is threaded

Signal-to-noise ratio of messaging channels is going to become increasingly bad as volume increases.

In the case of social media, this has started. And when this happens completely, people will simply stop engaging.

When engagement falls the entire premise of social media will start to fail.

A Forrester Research cites a recent study that found that 56% of time spent on social media is wasted.

Possible Solutions

Getting Attention in Streams

If you are following something topical on Twitter, the number of new messages pouring is impossible to keep up with.

If you post a message on a social network, you have a very small chance of that message getting attention.

What’s the solution?• Scheduled Posting• Repeat Posting

Actually NONE of these.

 

When Steve Jobs died, Twitter hit a record peak of around 50,000 Tweets per minute.

Scrolling is not the answerPausing the Scroll is also Not the Answer!Twitter, on a search for Instagram, a while after the news of their acquisition by Facebook.

Clicking to read “20 new tweets” again and again is tedious. And furthermore, it doesn’t really help users cope with the overwhelming number of messages and change in busy streams.

Tickers and Slideshows are helpful

One idea is to make the streams become like news tickers, constantly updating and crawling by as new stuff comes in. StreamGlider does just that!

So what will work?

Digiqom Solutions helps corporates, governments and non-governmental organizations break the clutter and communicate for results!

We build communities, manage opinions, and build advocacy and therefore have a rich understanding of people, their motivations, their behaviors, and their influencers. We know the message they absorb and medium they adopt.

digiqom

MeetingCommunicationChallenges

Influencers

Co-creators

Partners Proliferation

Evangelists

Community owns BRAND experience, sharing

EXCEPTIONALRESULTS

The Result: Large Scale Accuracy

Community

ResearchCommunity Management

Collaboration Management Content Mgmt

Back-end support

(analytics, admin)

Social media, internet, mobile

Mass media (PR &

editorial)

Searching the Right StreamSocial streams are becoming key drivers for how content on the Web is found.

• When searching the stream, we need to filter out the noise. 

• Analyze the series of messages in a stream to figure out what topics, people, links and messages are trending over time.

• Analyze the reputations or influence of message authors, and the amount of response

• Measure the relevance of messages and their authors to the user, based on the user’s interest graph and social graph.

• Rank messages in a number of ways: by date, by popularity, by relevance, by influence, and by activity.

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