As I promised in BRITE Conference 2011: Highlights, here are my notes from Steve Rubel's presentation on the 11 Digital Trends to Watch in 2011.
By the way, this year's Edelman digital trends represents a collaborative mashup between Steve Rubel's and David Armano's views of the future. Since both are hugely talented and marvelously immersed in the digital world, the trends are definitely worth internalizing...
The 11 digital trends to watch in 2011 include:
Attentionomics – Marketers begin to realize the value of attention and not just reach in driving conversion. Attention becomes gold as we are time constrained and on the receiving end of too much input. Let's face it, reach is an empty metric. Better to go where the conversation is taking place. Visuals are underutilized. Best to leverage data and utility."Scale your surfaces with digital embassies." Think about day parts and when is best to engage with customers. See Rubel's Attentionomics: Captivating Attention int he Age of Content Decay for additional perspective on this trend.
Digital Curation – The plethora of content will give rise to digital curators who can separate art from junk. I personally love the notion of digital curation and consider it powerful for those with knowledge. It's an opportunity to separate the art from the junk. Every brand can become a curator and own a specific knowledge zone. Editorializing, framing the issue, makes it collaborative and social.
Developer Engagement – Marketers typically don’t try to court developers, but that’s all about to change. You see, developers drive innovation. If you make content and data available to them, you have a greater chance of creating an ecosystem. If you help developers win by making assets available, building APIs, they will adopt your creations. See Rubel's Fish Where the Developers Are (2011 DIGITAL TRENDS PART I)
Transmedia Storytelling – If there’s one constant it’s that humans crave stories. Technology creates new expectations. Yes. Humans love stories. Narratives are being consumed in less linear and more disconnected ways [e.g., Twitter via links and Facebook via video and pictures]. Therefore, help readers connect the dots. Let employees tell stories. Encourage handcrafted content for each venue. Example: Zappos.
Thought Leadership – Companies recognize they must activate credible individual expert voices who can create content. Companies that propagate new ideas generate trust. They engage in meaningful conversation. Therefore, build expert hub for internal subject matter experts; equip them with the tools to tell stories and fan them out across a cloverleaf of media.
The Integration Economy – Social media efforts can no longer exist in fragmented, non-formal initiatives. They begin to integrate. Therefore, make social media a part of everyone's job. Increase collaboration across departments. Start listening; consider centralizing listening. Integrate, share intelligence across enterprises. Modify existing process and protocols so you can be ready to go.
Ubiquitous Social Computing – As competition heats up mobile devices, consumers closer to being socially connected anywhere. We will absolutely connect everywhere! We will become less dependent on PCs and more on mobile as we 'untether'. Therefore, design for digital distribution. Plan for multiple digital experiences and platforms. Optimize for mobility. Combine social sharing integration.
Location, Location, Facebook – If 2010 belonged to solely Foursquare, it’s likely that Facebook will rain on their parade in 2011. Facebook is well positioned to make location successful. Local, social, photo and mobile are being included in everything! Combine real and digital; reward with status.
Google Strikes Back – Google proves that the best way to beat Facebook & Twitter is to do what they do best: index them to pieces. Therefore, integrate paid, earned, owned and social. Go beyond keywords to think visibility. Focus on producing regional, relevant, high quality content.
Viva La Social Web Site – Businesses realize that integrating social functionality into their existing web sites is what users now expect. Explain benefits in human language. Bring social into website and website into social.
Here's the full presentation:
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