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A presentation originally given as a luncheon keynote to the Minnesota Magazine & Publishing Association on the case for long-term content. As I presented, I realized that I was really making a case as to why our war for people's attention also coincides with people's pursuit of happiness. Use of technology and social networks in particular often usurps time from our pursuits of activities to provide us true happiness. Finding a balance between technology and happiness pursuits is one of our great modern challenges.
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Why The War on Attention Is A War On Happiness
@aeklund
“World War” I: 1960 - 1994
Source: Tom Wolzien, Sandford C. Berstein & Co.
“World War” II: 1995 - 2005
Source: Tom Wolzien, Sandford C. Berstein & Co.
Armageddon: 2006 - Present
FACEBOOK’S DECLINE BUT… Source: Facebook Social Ads Platform
INSTAGRAM WINS?
Facebook Acquires
INSTAGRAM WINS.
=
(This slide meant to be humorous.)
OUR BATTLE FOR TIME
The Evolution of an Hour
60 Minutes
1960 1980 2000 2010 2014
(This slide also meant to be humorous.)
The Evolution of Tech Use
Hi Value Pursuits
Time
Lo Value Pursuits
Overwhelmed
The Evolution of Tech Use
Hi Value Pursuits
Time
Lo Value Pursuits
Addicted
The Rightsizing of Tech Use Hi
Tech Use
Lo
Lo Hi Happiness
Happiness Pursuits
Efficiency Pursuits Letting tech do work.
Happiness Pursuits
Social Disconnection The “grandparent syndrome.” Feels disconnected to Johnny & Suzy.
Deliberate Luddites Find little need for technology to have happiness.
Happiness Pursuits ü Real-world experiences: travel,
hobbies ü Health: food (cooking), athletics,
fitness ü Long-form investment: the arts,
reading, language
Efficiency Pursuits ü Letting tech do work ü Automating non-valuable tasks ü Massive sharing
People Conduits
• Social Networks • Aggregators • Apps
THE CASE FOR LONG-FORM CONTENT
Q: How many times do you need to be exposed to something to believe that it is true?
Source: 2013 Edelman Trust Barometer
3 Times 35%
4-5 Times 29%
6-9 Times 6%
10+ Times 12%
1 Time 4%
2 Times 14%
64% need to be exposed 3-‐5 times before they believe something is true
The War on Trust CUSTOMERS DO NOT TRUST BRANDS
36%
43%
52%
52%
53%
62%
66%
67%
Government official or regulator
CEO
Regular employee
NGO representative
Financial or industry analyst
A person like yourself
Technical expert in the company
Academic or expert
Source: 2014 Edelman Trust Barometer
Trust is higher for experts and peers when
forming opinions about brands
The War on Trust THEY TRUST EXPERTS & PEOPLE LIKE THEM
The Efficacy of Expert Content
Where brands are investing
(Do you like these infographics? We do too.)
Publishing Financial Models are Screwy
ü Page views are a race to the bottom
ü Value of the consumer deteriorates
ü Market for customer value is arbitrary
Innovation Jam! When: May 15th, 2014 7:30am – 9:30am Where: The Dakota Jazz Club
RSVP Now: www.ciceron.com/mba
Thank You
We build brand advocacy.
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