Attention Doesn't Scale
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The document discusses how attention does not scale in the age of information abundance. It notes that there are now 250 billion pieces of online content created each day, far more than any individual can pay attention to. As a result, information overload has become a major problem. The document suggests that content curation, where information is organized and filtered by curators, can help address this issue by selecting and highlighting the most important information for audiences. It argues that both individuals and organizations will need to take on curator roles to help refine online experiences and combat distraction in the digital era.
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Attention Doesn't Scale
- 1. Attention Doesn’t Scale ISAE CrossConnect 2012 @ewenge
- 2. @ewenge
- 3. @ewenge
- 4. @ewenge
- 5. Distringit librorum multitudo -- Seneca the Elder, 1st century C.E. (translation: the abundance of books is a distraction) @ewenge
- 7. @ewenge
- 9. @ewenge
- 10. Photo credit: Ballistic Arts Media Studios @ewenge
- 11. problem: information overload @ewenge solution: multitasking!
- 12. thought leadership = information creator @ewenge
- 13. Information scarcity Information abundance @ewenge
- 14. exercise @ewenge
- 15. inside voice v. outside voice @ewenge
- 16. how much attention have you earned? @ewenge
- 17. @ewenge
- 18. Image credit: Marina Noordegraaf @ewenge
- 20. @ewenge
- 21. what type of curation? @ewenge
- 22. who’s doing the curation? @ewenge
- 23. exercise @ewenge
- 24. curation: what kind and who does it? archivist museum curator trend-spotter artist historian computers crowdsourced experts @ewenge
- 25. new relationship new investment new skills @ewenge
- 26. @ewenge
- 27. thought leadership information creator @ewenge thought leadership information curator
- 28. Information overload is a symptom of over consumption and the inability to refine online experiences based on interest and importance. -- Brian Solis @ewenge
- 29. translation: attention doesn’t scale @ewenge
- 30. what will YOU do differently tomorrow? @ewenge
- 31. Elizabeth Weaver Engel, M.A., CAE CEO & Chief Strategist http://bit.ly/WVpP4a w getmespark.com p 202.468.3478 e ewengel@getmespark.com t @ewengel li www.linkedin.com/in/ewengel
- 32. @ewenge
Hinweis der Redaktion
- Thank you Twitter handle First video – Little Bobby
- That was then 2 phones – not there, can’t get you Fax was new & exciting – faster than US Mail Often started the day with that thing (under 30? It’s a newspaper) Email for geeks only – few had addresses Internet required govt & research university access
- This is now Talk about all the things apps can do Arthur C. Clarke: “Any sufficiently advanced technology is indistinguishable from magic.” Plus various types of computers, plus print media, social media, TV Chris Brogan: “My Precious” & electronic leash Drowning in the 24 hour flood of information First thing – last thing Show of hands – taken it to the bathroom?
- Scaling Computers can scale – Moore’s law, they have to Humans can’t scale – 24 hours for millennia – brains don’t change
- Swiss scientist Conrad Gessner – abundance of data is “confusing and harmful” – invention of the printing press 700 years ago French politician Guillaume-Chrétien de Malesherbes feared printed news (aka “newspapers”) because people no longer had to talk to their neighbors to find out what was happening – 18th century Telegraph, telephone, radio, TV – same thing
- Boston Globe, "The total amount of information created on the world’s electronic devices is expected to surpass the zettabyte mark this year." Cisco said it wouldn’t happen until 2015 Kilobyte Megabyte Gigabyte Terabyte Petabyte Exabyte Zettabyte
- Personalize it – my desk - Staged photo Larger point: multiple screens on multiple devices with multiple windows running multiple apps is reality
- Write down all forms of communication 3-5 minutes – look up when done Show of hands 1, 3, 5, 8, 10 +
- animation Too many platforms Call them out as they animate in Plus our website, first class mail, blast and personal emails, and the occasional phone call
- It’s no wonder our members look like this guy, right?
- Animation Alvin Toffler 1970 Future Shock Bombarded with data – can’t make decisions, process information or prioritize tasks Multitasking - and cute cat picture on FB! Multitasking myth Computers – parallel processing Human switch task – work with automatic tasks HP/U London 2005 study – loses more IQ points than being stoned Big think work interrupted by Pavlovian response to email alert = 25 minutes to return to task 100 emails in a work day = 1 email every 4.8 minutes No wonder members aren’t paying attention
- historical role of associations THE source of info for members & other audiences (media, fed/state leg, the public)
- scarcity abundance Over 4 million active entries in Wikipedia in English (killed Britannica after almost 250 years) List free resources – experts in blogs & places like HBR & Fast Company – free ebooks – companies do white papers & research reports & infographics Dirty secret: it’s as good as or better than what we provide ASAE example
- List of communications vehicles – how many provide truly original content No show of hands, but be honest and write it down 2 minutes or so Even 50%? Some do original content (research, peer reviewed journals) – most do general interest magazine & bombard with marketing messages
- We’re immersed 40+ hours a week in business of association Members are immersed 40+ hours a week in business of their business Competing with family, friends, volunteer obligations, hobbies, faith communities, current events & cute cat pictures on Facebook
- Masses of undifferentiated information Track demographics but don’t use them Annual conference examples
- Members not paying attention Information expanding exponentially 24 hours in a day Find as good or better elsewhere How much attention have you earned? Overloaded Trouble making decisions, processing information, prioritizing tasks We’re making it worse Not worth the bandwidth – heretical statements (dump magazine, FB, etc.) Need help selecting info, placing it in context, dataknowledgewise decisions
- Traditional filtering mechanisms can’t keep up with zettabyte world Production & distribution costs high = someone filters for us Web 2.0 production & distribution = effectively zero, so everything gets published – Google returns millions of results, but it doesn’t provide meaningful, authoritative answers
- Plenty of info – some is excellent, some is crap – problem has shifted to filtering – opportunity for associations to help – how? Shift from information creation to information curation
- When I say “curation” what do you think of? Museum curator Research subject Collect artifacts – way more than she’ll use Select the best to tell the story Interpretation – answer “so what?” Shares & maintains Members need same from you – make better decisions personally and professionally Doesn’t have to be original – museum curator’s not a painter, but people will still go see her Picasso exhibit
- Aggregation – archivist – blog list post Distillation – museum curator - infographics Trend-spotting – Techmeme & Mashable Mashups – artists – Grey Album Chronology – historians – also infographics
- Machines – Google – depends on quality of search you construct - can be fooled Large groups – crowdsourcing (Jeff Howe 2008) – can become a popularity contest – without someone to own it, vulnerable to manipulation Individuals or small groups – expert curation – can add editorial component – subject to limitations & biases of group Put them together! First computer, then crowd, then experts ASAE example
- Pair up at tables – 5 minutes - talk with partner about how, knowing who & what, you can engage your members in curation – will alert them ½ way through Flip to list – next slide
- Work with members in a new way – no longer jedi/padawan – deep collaboration – all audiences – co-create what association is & offers Invest time differently – slower process (write or edit 2000 word article versus point out piece on leadership from Umair Haque in HBR w explanation of how it relates to industry or profession & how it can help the member) – but if you dump magazine staff will have time New skills – deeply collaborative work with large groups of member and nonmember volunteers is hard
- My white paper references Future Work Skills 2020 Key skills: Helping people determine significance of info New media literacy Ability to understand concepts across a wide range of disciplines & see how they relate Ability to filter info successfully Abstract to practical – Multivew & SmartBrief example
- New model for new problems Make decisions Set priorities Think clearly Understand context Make sense of complex & ambiguous world Find meaning Value is not in adding to pile of information that’s equal to or better than what we can provide
- Problem lies in refining information based on interest and importance 21st century value proposition we can offer – filtering, editing, meaning-making, sense-making indispensible resource attuned to personal & professional needs & worthy of slice of non-scalable attention
- Ability to generate & share information is only increasing Attention doesn’t scale – 24 hour days Tech evolves – people’s ability to absorb & assimilate info doesn’t Traditional business model is to source of info – no model lasts forever 21st century thought leadership – make wise decisions & meeting personal & professional goals Info creation info curation – new skills, new way of relating shift in expecations If successful, position orgs for success today & tomorrow as critical resource serving deepest needs of members Isn’t that why we get out of bed in the morning?
- Prep for ASAE 12 panel – one panelist kept pushing us to answer “so what?” Take a few minutes & answer: what will you do differently as a result of this talk or anything else you’ve learned here at CrossConnect today? Few minutes to write something down & if you’re feeling brave, share it at your table Second video – student animation
- Q&A Interested in more info? Get my white paper
- Tell story of quote & read it Thank you for attention