This presentation aims to explain why attention is so important in Social Media in building trust and engagement. It analyses the key components of attention and how the quality of the content can make this happen.

1. Social Media. Pay? Attention!
Why the old ROI model has become and
ROR model
It’s all about trusted relationships now!

2. Information Overload
• According to David Shenk (Data Smog)
– The average American encountered 560 daily
advertising messages in 1971.
– By 1997 that number had increased to over 3,000
per day.
– More: http://answers.google.com/answers/threadview?id=56750

3. Information Overload
• According to the New York Times, an American “consumes 34
gigabytes of content and 100,000 words of information in a single day.”
• I think that’s “is exposed to”, rather than “consumes” but, either way, it’s
made up like this:

4. Measurements

5. But.....
• If you don’t get people’s Attention, then:
– Engagement can’t happen
– Authority can’t grow
– Virality won’t happen
– Health can’t develop
And there’s nothing to measure!

6. What is Attention?
• Ever been in a face-face conversation and the
other person wasn’t really listening......?
• Ever seen someone scanning the room whilst
chatting to a friend/colleague?
• Ever heard someone typing while they were
on an important phone call?
• Ever heard someone give an inappropriate
response because they simply weren’t paying
attention?

7. What is Attention?
Quality
Cost Accessibility
Time Attention Distraction

8. What is Attention - Time
• Time itself has a number of considerations:
– Timing: Is it convenient, at that moment?
– Duration: How long will it take?
– Value: Is investing the time a good pay-off?
– Distraction: Does it need my 100% attention?
• In other words, is it in the “I don’t have time”
or the “I must MAKE time” category?

9. What is Attention - Cost
• Cost has a number of considerations:
– Value: Does it have a tangible cost/value?
– Priority: Should I give priority to this?
– Inaction: What’s the cost of doing nothing?
– ROI: Is it worth it for me to spend time doing this?
– Alternatives: Are there other cheaper/easier ways?
• In other words “Is it WORTH my time?”

10. What is Attention - Quality
• Quality has a number of considerations:
– Medium: Is the quality good enough?
– Content: Is it right for the audience and medium?
– Context: Is it the right place and right time?
– Congruence: Does it fit the Brand and message?
– Perception: The Brand and/or information are good
• In other words, “Does it look good, come across
well and prior experience was ‘worthwhile’?”

11. What is Attention - Accessibility
• Accessibility has a number of considerations:
– Findable: Can it be found quickly and easily?
– Format: Is it right for the audience and medium?
– Shareable: Can it be quickly and easily shared?
– Understandable: Is it easy to “get” the basics?
• In other words “Can I find it, understand it and
explain it to, or share it with, others easily?”

12. What is Attention - Distraction
• Distraction has a number of considerations:
– Clarity: Are the key messages cleanly delivered?
– Competition: Are competitive messages in sight?
– Sensory conflict: Loud music, flashing images, etc.
– Environmental: Is the environment conducive?
• In other words “Will it hold the attention of
the recipient for the duration?”

13. What is Attention - Summary
• All the above factors will dictate whether someone is
inclined to read your content in the first place, whether
you hold their interest for the duration and if they
grasp the key messages.
• You can’t cater for external factors like distractions or
other priorities. What you NEED to do is ensure that
your content is gripping enough to make them come
back when they do have time!
• Moreover, the level of attention you get will decide if
the information is retained and whether the recipient
is motivated to either act upon it, or share it with
others.

14. Social Media Marketing by Definition
• Organic Social media marketing is
• Transparent about building ways that
fans of a brand or
• Authentic company can promote it
themselves in multiple
• Community online social media
venues.
• User Generated Content
• Word of Mouth -Wikipedia
• Viral

15. Low Attention
• If you only achieve low attention, the recipient
won’t:
– Process the information
– Retain the information
– Share the information
– Value your source of information
– Engage with your site/blog/content
– Take the next step

16. High Attention
• If you achieve high attention, the recipient
will:
– Process the information
– Retain the information
– Share/promote/advocate the information
– Value you as a source of information
– Engage with your site/blog/content
– Add value
– Take the next step

17. Ways to Increase Attention
• To ensure increased traffic and attention on
arrival:
– Provide easy ways for people to promote your
content, tag it and help spread the word virally
• Social bookmarking – Digg, Delicious, Stumbleupon
• Linking – Blogger, Facebook, Twitter, Friendfeed, etc
– If someone you trust recommends something, you’re
much more likely to act upon it – make this as easy as
possible! (See the next slide)
– Make sure you “Follow”, review, recommend and
comment on good content– the creators may
reciprocate!

18. In Friends We Trust
Economist - A special report on social networking – “Profiting from friendship”

19. Ways to Increase Attention
• To ensure a better level of on-site engagement......
– Have a variety of content and formats:
• Lists
• Articles
• Presentations
• Videos
• Polls
• Downloads
• Diagrams
• It can be similar content re-packaged, to some degree, as
different people prefer information delivered in different
ways – having a detailed blog post and a PowerPoint
summary can be very powerful.

20. Attention = Social Media’s Currency
Content Provider’s Challenge Content Consumer’s Needs
• Attention is critical to • Attention is critical to
creating valuable content consuming the content
• No financial barrier to entry • “Anyone can do it!”=low value
• Ongoing cost is creation time • Has to prioritise reading time
• Need for consistent quality • Only as good as last article
• Productivity must be high • Must be new/interesting
• Key messages easy to digest • Demands rapid gratification
• Must demonstrate expertise • Must learn from content
• Content must be trustworthy • Content must be trusted

21. Attention = Social Media’s Currency
• In summary, you and your content must be:
– Findable
– Shareable
– Engaging
– Interesting
– Fresh
– Easy to digest
– Valuable
– A shop window for your expertise and reputation
– Keep people’s attention and keep them coming back
and/or telling others

22. Pay.....? Attention......!
“You can’t buy attention anymore. Having a
huge budget doesn’t mean anything in Social
Media ...
The old media paradigm was PAY to PLAY.
Now you get back what you authentically put in.
You’ve got to be willing to PLAY to PLAY”
Alex Bogusky, Co-Chairman, CP&B

23. Attention = Social Media’s Currency
Put simply, you have to:-
GET, HOLD AND BUILD
Otherwise...
YOUR CONTENT HAS NO VALU€

24. Do you remember when a website was optional.....?
Do you remember what happened next....?
If you’d like to discuss your Social Media Strategy:
Rory Murray
www.returnonrelationships.net
@rorymurray
Rory@returnonrelationships.net
+44 7813 939916