Three Digital Trends for the New Decade: Building marketing strategies that are real-time, highly visible and data-driven. Curated by Steve Rubel, SVP, Director of Insights, Edelman Digital, March 2010

1. Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
Curated by Steve Rubel, SVP, Director of Insights
March 2010

2. Technologies Get All the Attention, Yet They’re Fleeting
2

3. Trends, However, Develop More Slowly and Are Often Timeless
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4. Focus on the Trends, But Leverage the Technologies
4

5. MARKETING IN THE AGE OF STREAMS:
THE REAL-TIME ENGAGEMENT IMPERATIVE
SOCIAL MEDIA
PRESENTATION

6. THE CHALLENGE: THE FIREHOSE

9. 9

10. 10

12. PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN
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13. SOCIAL MEDIA PATTERNS IN INDONESIA
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14. EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS
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15. EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS
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16. I: ESTABLISH DIGITAL EMBASSIES AND EQUIP
EMPLOYEES TO BECOME AMBASSADORS
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17. ESTABLISH DIGITAL EMBASSIES
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18. II: EMBRACE MULTIPLICITY AND DIVERSITY

19. EMBRACE MULTIPLICITY AND DIVERSITY
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20. III: USE THE FORCE, DON’T FIGHT IT

21. USE THE FORCE, DON’T FIGHT IT
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22. THE GOOGLIZATION OF MEDIA:
BUILDING A DIGITALLY VISIBLE BUSINESS
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23. “IN 2009, MORE DATA WILL
BE GENERATED BY
INDIVIDUALS THAN IN THE
ENTIRE HISTORY OF
MANKIND THROUGH 2008.”
- ANDREAS WEIGEND,
FORMER CHIEF SCIENTIST,
AMAZON.COM
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24. 24

25. 25

26. 26

27. • Search engines have a global
active reach of 86 percent of
THE SEARCH ENGINE LANDSCAPE: all users (Nielsen)
BY THE NUMBERS
• Therefore, search engines are
every business’ home page
• News and streams drive
searches, searches drive news
and streams
“Business card as search result” by Jeff McNeil
27

28. I - PAID SEARCH
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29. II – OWNED SEARCH
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30. III – EARNED SEARCH
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31. IV – SOCIAL SEARCH
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32. QUALITY CONTENT DRIVES DIGITAL
VISIBILITY
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33. SOCIAL CONNECTIONS DRIVES DIGITAL
VISIBILITY
33

34. THE DATA DECADE:
SOCIAL MEDIA
DIY INSIGHTS AND SITUATIONAL AWARENESS
PRESENTATION

36. “THE GREAT INFLECTION IS THE
MASS DIFFUSION OF LOW-
COST, HIGH-POWERED
INNOVATION TECHNOLOGIES
— FROM HAND-HELD
COMPUTERS TO WEB SITES
THAT OFFER ANY IMAGINABLE
SERVICE — PLUS CHEAP
SOCIAL MEDIA CONNECTIVITY. THEY ARE
TRANSFORMING HOW
PRESENTATION BUSINESS IS DONE.”
- NYT COLUMNIST, THOMAS
FRIEDMAN ON THE DO-IT-
YOURSELF ECONOMY

37. I: TAP INTO FREE TOOLS AND
BECOME DATA JUNKIES
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38. II: LOOK FOR UN-MET NEEDS AND USE THE
DATA TO PLAN PRODUCTS AND CAMPAIGNS
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39. II: MAP NETWORKS TO UNDERSTAND HOW TO
USE THEM EFFICIENTLY AND EFFECTIVELY
39

40. 40

41. Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
Curated by Steve Rubel, SVP, Director of Insights
March 2010