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

1. THE ATTENTION IS
SHIFTING
Moving from era of the Web to era of the Stream!

2. Message is the Medium

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. 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. 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. So, the Web has changed
According to Ben Elowitz, CEO Wetpaint, the top 50 sites were getting almost as much
traffic from Facebook as from Google by December of 2012. Seven of these top 50 sites
were already getting 12% more visits from Facebook than from Google, up from 5 of
these top sites just a month earlier.

7. What are the Challenges?

8. TOO MUCH!

9. Noise is Increasing
In the 1990’s emailing out a photo of the In 2012 we call that “foodspotting” and we
interesting taco you are having for lunch to happily send out pictures of our latest culinary
everyone you know would have been adventure on multiple different social networks
considered highly spammy behavior. at once.

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. 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. Fragmented Attention
We’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. Are we better off without Email?
Email usage peaked around 2005/2006, after which several new forms of messaging
began to get traction. We will all soon be wishing for the good old days of email overload
as it was nothing compared to what we’re facing now.

14. Message Volume Explosion
Message volume per day, in all messaging channels, is growing
exponentially. The graph shows Twitter’s growth in message volume per
day since 2009:

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 messaging
channels is going to become
increasingly bad as volume
increases.
In the case of social media, this has
started. And when this happens
completely, people will simply stop
engaging.
When engagement falls the entire
premise of social media will start to
fail.

16. Possible Solutions

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. 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. 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. So what will work?

21. digiqom
Meeting
Communication
Challenges
Digiqom Solutions helps corporates, governments and non-governmental organizations
break the clutter and communicate for results!
We build communities, manage opinions, and build advocacy and therefore have a
rich understanding of people, their motivations, their behaviors, and their influencers.
We know the message they absorb and medium they adopt.

22. The Result: Large Scale Accuracy
Co-creators
Proliferation EXCEPTIONAL
Partners RESULTS
Influencers
Evangelists
Back-end Mass media
Community Community Collaboration support Social media,
Management
Content Mgmt (analytics, internet, mobile (PR &
Research Management
admin) editorial)
Community owns BRAND experience, sharing

23. Searching the Right Stream
Social streams are becoming key drivers for how content on the Web is
found.
• 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. THANK YOU
digiqom.com | info@digiqom.com