A slightly edited version of a presentation I did for Semiofest 2017 that looks at new trends in attention.
Digital Communication is being disrupted by the attention economy. The old rules don't apply. This slide deck looks at new and emerging solutions for communicating effectively in the digital world.
If the slide deck caught your attention and left a positive impact be sure to reach out and connect.
6. Seth Godin
(2011)
Every interaction comes
with a cost.
Not in cash money, but in something
worth even more: the attention of the
person you are interacting with.
Seth Godin, typepad.com
“ ”
7. Fortune
Magazine
(2015)
Attention has become
the most valuable commodity
in the media world.
The underlying principle is simple:
where the attention goes, the money
will inevitably follow.
Mathew Ingram, Fortune
(2015)
“ ”
12. The average
human
attention span in
2000
seconds
13
The average
human
attention span in
2013
seconds
8
The average
attention span
of a
goldfish
seconds
9
13. The average
human
attention span in
2000
seconds
13
The average
human
attention span in
2013
seconds
8
The average
attention span
of a
goldfish
seconds
9
(according to a study
by Microsoft)
27. Fast
Company
(2005)
In our post-scarcity world,
distribution is not king and
neither is content.
Conversation is the kingdom,
and trust is king.
Jeffrey Jarvis, Fast Company
“ ”
28. So there are a lot of problems with
communicating in the attention economy.
We will get to how to solve those problems in
a moment.
First...
33. Like all loads, when the load gets too heavy,
things begin to break.
We have the same time in a day our
grandparents did when they read 1
newspaper a day.
Click the link on the next page to see what
we face today.
35. That overwhelming amount of information is
a problem because of what happens when
we are overwhelmed.
Click the link on the next page to see what
happens.
53. Content
Shock will get
worse.
Content shock
"content output per brand increased
35% in 2015 and content engagement
decreased by 17%"
We will continue solving
the information overload problem
by making it worse.
1st
54. Easy
will become
the new true.
2nd
1. Make it easy
2. Make it familiar
(cognitive fluency)
3. Make the connections
= People like you.
Medium.com has their own
publication. They called it
“3 min read”.
Most of the posts on that
publication are
7 min or longer.
The title isn’t true, but it
promises easy.
55. Curation will
become the
new creation.
3rd
Less creating meaning
by creating new things.
More creating meaning
through curating existing content.
TRUST SIGNALS
1. Respect privacy
2. Offer transparency
3. Offer audience agency
56. Micro
Chunking
to Text
4th
I have a dream
Also called Syntactic Cueing or
phrase formatting.
Information design works. This
is Information design done to
sentences.
Listen to an orator do it.
Technology exists that can do
this to any website, by inserting
2 lines of code. People spend less
time on low value words,
more time on high-semantic
content words.
See Asym.co for more info.
57. Conversational
Presenting
Your Journey
Their Journey
Let them tell you what they
want to pay attention to.
Then expand the topics they
want, in the order they want.
X
✔
5th You get their attention
because they tell you what they
want to pay attention to.
Genius.