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The Attention is Shifting

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Moving from era of the Web to era of the Stream!

Publicado en: Tecnología, Empresariales
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The Attention is Shifting

  1. 1. THE ATTENTION ISSHIFTINGMoving from era of the Web to era of the Stream!
  2. 2. Message is the Medium
  3. 3. Shift to the stream Web pages and Web search no longer the center of online activity and attention. It is messaging and streams!1996 2004 1996 1998 2006
  4. 4. 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
  5. 5. From Search to Social Consumers 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.
  6. 6. So, the Web has changedAccording to Ben Elowitz, CEO Wetpaint, the top 50 sites were getting almost as muchtraffic from Facebook as from Google by December of 2012. Seven of these top 50 siteswere already getting 12% more visits from Facebook than from Google, up from 5 ofthese top sites just a month earlier.
  7. 7. What are the Challenges?
  8. 8. TOO MUCH!
  9. 9. Noise is IncreasingIn the 1990’s emailing out a photo of the In 2012 we call that “foodspotting” and weinteresting taco you are having for lunch to happily send out pictures of our latest culinaryeveryone you know would have been adventure on multiple different social networksconsidered highly spammy behavior. at once.
  10. 10. Spam is the New Normal With 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.
  11. 11. 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!
  12. 12. 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.
  13. 13. Are we better off without Email?Email usage peaked around 2005/2006, after which several new forms of messagingbegan to get traction. We will all soon be wishing for the good old days of email overloadas it was nothing compared to what we’re facing now.
  14. 14. Message Volume ExplosionMessage volume per day, in all messaging channels, is growingexponentially. The graph shows Twitter’s growth in message volume perday since 2009:
  15. 15. Engagement is threaded A Forrester Research cites a recent study that found that 56% of time spent on social media is wasted.Signal-to-noise ratio of messagingchannels is going to becomeincreasingly bad as volumeincreases.In the case of social media, this hasstarted. And when this happenscompletely, people will simply stopengaging.When engagement falls the entirepremise of social media will start tofail.
  16. 16. Possible Solutions
  17. 17. Getting Attention in Streams When Steve Jobs died, Twitter hit a record peak of around 50,000 Tweets per minute. 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.
  18. 18. Scrolling is not the answer Pausing 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.
  19. 19. 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!
  20. 20. So what will work?
  21. 21. digiqom Meeting Communication ChallengesDigiqom Solutions helps corporates, governments and non-governmental organizationsbreak the clutter and communicate for results!We build communities, manage opinions, and build advocacy and therefore have arich understanding of people, their motivations, their behaviors, and their influencers.We know the message they absorb and medium they adopt.
  22. 22. The Result: Large Scale Accuracy Co-creators Proliferation EXCEPTIONAL Partners RESULTS Influencers Evangelists Back-end Mass mediaCommunity Community Collaboration support Social media, Management Content Mgmt (analytics, internet, mobile (PR & Research Management admin) editorial) Community owns BRAND experience, sharing
  23. 23. Searching the Right StreamSocial streams are becoming key drivers for how content on the Web isfound.• 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.
  24. 24. THANK |