Thanks Social Media – Our Average Attention Span Is Now Shorter Than Goldfish [SLIDESHARE]

Michael Brenner

Oops. I forgot!

On October 9, 1999 I married the love of my life. The following day we were whisked off to Average Attention Spanbeautiful Hawaii for an amazing honeymoon trip we still talk about now almost 15 years ago.

2 days into our trip, I was videotaping the sunset and noticed on the date stamp on the old camcorder screen that it was October 12th – OMG I forgot it was my birthday!

How could I forget my own birthday? (Thankfully, it was mine and not my wife’s!)

But it’s easy to see how this happened. I had gotten married, spent almost a whole day on a plan to fly half-way around the world. I landed in a tropical paradise and I guess part of my brain just checked out. This was 1999. Before Facebook. Before Twitter. Before iPhones with reliable cell service.

Linkedin launched in June, 2003. Facebook launched in 2004. YouTube launched in 2005. Twitter in 2006. And now we also have Pinterest. And Instagram. And Snapchat. All of these mechanisms are pushing content across a world that now also sends millions of texts per second.

Our average attention span is now 8 seconds – 1 second less than a goldfish

According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.

According to the source, this is due to “external stimulation” like all that content marketing we’re producing and distributing across all the social media channels. The research states:

“Attention span is the amount of concentrated time on a task without becoming distracted. Most educators and psychologists agree that the ability to focus attention on a task is crucial for the achievement of one’s goals. It’s no surprise attention spans have been decreasing over the past decade with the increase in external stimulation.”

Additional statistics on attention spans:

  • 25% of teenagers report forgetting important details about their friends and family
  • 7% of people forget their own birthdays from time to time
  • The average office worker checks their email 30 times every hour
  • Typical mobile users check their phones more than 150 times per day (Mary Meeker)
  • Content on the internet tripled between 2010 and 2013
  • Social media sharing has doubled from 2011 to 2013

The content marketing imperative #MPOMMA #IWNY

This was one of the key stats that really seemed to resonate with the audience I spoke to this morning at #MPOMMA #IWNY.

I was thrilled to kick off the day as the opening keynote. And although I was competing with the mayor of NY, Bill de Blasio on another #IWNY stage, the audience filled the Media Post Theater at OMMA Native #MPOMMA.

My job was to set the stage for the discussion on Native Advertising.

I asked “Why are we talking about Native Advertising?” And the answer is because digital, social and mobile access has changed the world. Marketing has become highly ineffective because consumers can now tune us out.

What do they tune in to? Stories. Stories that connect on a human and emotional basis.

I also provided an overview of the journey we’ve taken and some of the native advertising we’ve tested.

Check out my slides here:

Let me know what you think in the comments below. And please follow along on TwitterLinkedInFacebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

The post Thanks Social Media – Our Average Attention Span Is Now Shorter Than Goldfish appeared first on B2B Marketing Insider.


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Dynamic Discounting: Cash Flow For Growing Businesses

SAP Guest

by Brian Moran, Founder and CEO of Brian Moran & Associates, @brianmoran

As the COO/CFO of Mediafly, a Chicago based technology company and provider of the Content John EvartsMobility Cloud™, John Evarts wears a lot of hats. Since joining the executive team in March 2010, Evarts has provided strategic, financial, and operational leadership skills that have resulted in rapid revenue expansion an increase in strategic client engagements, and the growth of internal staff. However, one of his most important skills is helping Mediafly leverage technology platforms to enable that growth; “We are constantly testing and implementing new cloud-based strategies. Using the cloud as a key platform for innovation helps Mediafly keep our customers happy, our costs down and our bills paid as we continue to average more than 100% annual revenue growth,” Evarts details.

“Mediafly’s cloud platform is used by Fortune 500 companies to arm their mobile workforce with interactive access to secure company content on any device”, says Evarts, “and when one of these clients asked us to join the Ariba network, it was a game changer for us.”

Host to the world’s largest web-based trading community, Ariba- an SAP company- has a product that brings together buyers and sellers.  Of particular interest for Evarts was exploration of an early-payment discounting program offered by Ariba, called Ariba Discount Professional.

In September 2011, as Mediafly was serving its first set of enterprise customers and commercializing its enterprise software products, it needed access to capital in order to hire software engineers to build mobile encryption capability for their cloud-based content management system.  “As we were financing our growth internally, Ariba Dynamic Discounting provided us with a fantastic alternative to taking on bank debt or new investment.” Ariba’s early payments system didn’t require Evarts’ small team to go through the laborious and costly tasks associated with borrowing from a bank or raising money from an outside investor.

Offering Mediafly the capital it needed by paying an invoice 45-50 days earlier than expected, their client received a discount on the work being done for them… essentially a win-win.

This early payment decreased the expense to the customer while allowing Mediafly the financial ability to hire engineers and build the best possible product for their media and entertainment client. Two months later, Mediafly’s newly hired software engineers completed the necessary features for their cloud-based encryption technology and less than two months after that, used the encryption technology to close a deal with one of the world’s largest banks.

Since 2011, Mediafly has partnered with several other large clients in the Dynamic Discounting program. The service has become an excellent resource for dealing with the fluctuation of cash flow for their growing business. Furthermore, Dynamic Discounting also provides buyers with the opportunity to support their vendors while realizing discounts on products and services.

Today, Mediafly has 30 employees and a client list that includes category-leaders such as Pepsi, MillerCoors, Becton Dickinson and SAP. Their software platform continues to attract new large customers through secure mobile engagement with their content anywhere… and now Evarts has a financing option that allows Mediafly to continue its growth trajectory without missing a beat.

Hear from John Evarts and other small and midsize business leaders at the Grow Your Next Generation Business Forum at SAPPHIRE NOW in Orlando June 3-5, 2014. Register now!

Brian Moran (@brianmoran), is the Founder & CEO of Brian Moran & Associates. He is dedicated to helping entrepreneurs run better businesses. Brian is leveraging his 20+ years of experience in publishing magazines for business owners (The Wall Street Journal, Inc. magazine, Entrepreneur magazine) to assist entrepreneurs with everything from social media to accessing growth capital to expanding into the global marketplace. In 2012 and 2013 Brian was named one of the top 100 SMB Influencers in the country by Small Business Trends & Small Biz Technology.

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Brazil By Waterway And By Cloud

Christine Donato

“The future of technology is in the cloud,” is a phrase ringing through many large companies over and over again, each day.  Studies predict over 50 percent of all information technology will be in the cloud within the next five to ten years (Huffington Post), and São Paulo based, Hidrovias do Brasil S.A, has already started.

hidrovias.jpgHome to massive coffee production, the first pottery, and its first female president currently in office, Brazil is growing quickly…especially economically.  Brazil relies largely on its iron and manganese reserves for export earnings, keeping the country the 7th largest industrial sector in the Americas with 28.5% of GDP.  The country has transformed from struggle to steady growth, and Hidrovias do Brasil is a main contributing factor in that success. 

The company, founded in 2010, provides waterway logistic solutions for Brazil, offering door-to-door logistics, long-term, and asset productivity solutions. It has projects in North, Southeast, South Brazil, and Paraná-Paraguay. Shipping Brazil’s raw materials accounts for almost 75% of international trade in the country, and because of areas like the Amazon which lacks roads and railroads, river transport is the most popular method.

Hidrovias do Brasil’s mission is to be the waterway logistics operator of choice in Latin America and to provide logistic services of quality by using the waterway transport modality, always prioritizing sustainable development and ethical business, and ensuring its future operations through excellence and continuous growth. In Q1 2014, Hidrovias started building navigation assets and overall infrastructure facilities demanding ERP Solutions to manage all business processes.  To help reach their missions and goals, Hidrovias chose SAP HANA Enterprise Cloud. Already, they’ve reduced costs and are now able to respond quickly to business demands.

Cloud is not a fad; it’s here to stay.  By choosing HANA Enterprise Cloud, Hidrovias is expected to save about 70% in costs per year.  They are accelerating time to value, increasing business agility, and drastically reducing costs.

hidrovias 2.jpgAlthough waterway transportation is the most economically viable and clean option, it’s very difficult in some parts of Brazil where rivers are extremely narrow, shallow, and winding. However, Hidrovias do Brasil marked a milestone for the inland river transport industry when they ordered eight Robert Allan design SDP 4600 Class push boats from Europe. The first two were delivered on March 7 2014 after successful completion of sea trials. These are the world’s most powerful diesel electric triple z-drive shallow draft push boats ever built; they are able to transport a whopping 16 barges and have excellent maneuverability and short crash stop capabilities.

These push boats will be used for iron ore transportation from North of Brazil to Uruguay through the Parana River inland waterways.  The total distance is over 2,500 km with many extremely curvy river sections and occasionally very shallow water, but boats are built with the ability to achieve the desired average convoy speed.

Hidrovias do Brasil in partnership with SAP HANA Enterprise Cloud will continue to innovate the way the company does business, continue to achieve their mission, and ensure that Brazil has a steady export of natural resources and industry products.  Hidrovias do Brasil is directly contributing to the growth and success of their home country and the success of its people.

Achieve competitive advantage in your business with SAP HANA Enterprise Cloud. The solution is built for mission-critical operations, while offering elasticity, automation, and ease of administration. Download the free eBook.

Join me on Twitter @CMDonato or on LinkedIn.

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Business Negotiations: Advice For Women Who Want To Succeed In Business

Steve Brown

by Steve Brown and

Many people feel uncomfortable when it comes to negotiating, and it seems that this is often a Business negotiationsproblem for women. According to a recent survey, 39% of the women who responded felt anxious about negotiation. Author and negotiation expert Selena Rezvani says that part of the problem is that women are raised to value the relationship more than getting what they want.  Here are some useful negotiation tips for women who are trying to make their way into the business world.

Be prepared with solid information

When you walk into a negotiation well prepared, it naturally makes you more confident. It also gives you critical information that you can use during the negotiation process. For instance, if you are meeting with a supplier, make sure you know what is standard for prices, terms, and delivery schedules, and know what their competitors offer, too. Using this during the negotiation lets the other party see that you know what you’re doing, and that you have other options. Lack of preparation in business may lead to unpleasant results. Women should be driven and detail-oriented if they want to make in this industry packed with fierce alpha males.

Know your qualifications

You are qualified for the job you are doing, so don’t hesitate to let the other person know it. You don’t want to act defensive or arrogant, but if you can find a way to weave some significant Business negotiations1qualifications or experience into the discussion, it can build your credibility and bolster your position. A woman’s biggest mistake at negotiations is modesty. Why should you agree to something less than you deserve? Men have a tendency to brag about their achievements because they’re used to feeling superior. Don’t let them steal the show, especially if you’ve got something useful to say.

Silence is golden

When you state what you want or make your proposal, you can be quiet for a few moments right after that. If the other person doesn’t immediately reply, let the silence hang there for a while. Don’t immediately rush in to say something else, add a qualifier, or back off from your position. Wait, be quiet, and hear what they have to say.

Maintain eye contact

Keeping direct eye contact with the other person shows them that you are paying attention to what they say, and are really engaged in the conversation. It also shows that you are confident in yourself and your position, as opposed to looking down which can make you appear insecure. Always be polite and professional, but stand your ground, don’t back down, and maintain that eye contact.

Give something away

Most negotiations involve money in some way, but that doesn’t need to be the only Business negotiations2consideration. Before you start, think of some other perks, incentives, or concessions that you could offer that are non-monetary. For example, say a potential customer wants to get your services for a lower price. Rather than lowering your price, you can offer him something else of value. You might say you’ll throw in two special training sessions with his staff. This way you can make the deal more attractive to him, without lowering your price.

You can delay a decision

You don’t usually need to make up your mind on the spot. In fact, often it is wiser not to. You may want to review the terms with someone else in your company, or just think things over on your own. You can say something like “I must consult with our legal department first.”  If the other person is pressuring you to make a quick decision and you feel uncomfortable with that, either call for a delay or turn down the deal. Sometimes high pressure is used as a way to get people to agree to deals they would not accept if they had more time to evaluate it.

Are you a successful woman looking to break the ice and showcase a fierce attitude in business? Then do it! As long as you’re prepared and you are confident in your strengths, chances are that deal is yours. Bargain for what you deserve using solid arguments, maintain eye contact, and don’t get emotional, no matter what. Always remember – if a business deal doesn’t bring anything useful to you, just walk away.



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Data Innovators In Sports And Entertainment: TSG 1899 Hoffenheim

Kaan Turnali

Billions of fans around the globe follow, play or watch soccer (a.k.a. football, as the world body FIFA data from TSG 1899 Hoffenheimsays it in its title). I am one of those fans who will be following the 2014 World Cup in Brazil that is less than a month away. The memories of the many World Cup matches I watched on TV as a teenager are still fresh in my mind. The excitement would keep me awake at night, long after the game was over. I was thrilled at the idea of using the moves I’d learned from the game at practice the next morning.

Back then, analysis of video recordings was key. Similar to how we used to analyze business operations in the 1980s, the data points in sports were small, limited and available only post-game or -practice.

Fast forward to this century, athletes and coaches have more data than they can manage (big data territory): Wearable and sensor-based technology captures every detail of a player’s movement, and real-time feedback improves performance with on-the-spot adjustments. These advancements in technology are no longer a concept; they are reality.

TSG 1899 Hoffenheim, a soccer club in Germany’s premier league (Bundesliga), is taking its training to the next level by capturing and analyzing a wealth of data in real-time. Bernhard Peters, the team’s director of Sports and Youth Training, discussed how the team uses cutting-edge technology, including Google Glass and spatial analysis of player movements for the under-19 team (U19).

Kaan Turnali: How did this idea of using technology to understand player performance come about?

Bernhard Peters: TSG 1899 Hoffenheim is an innovative and forward-thinking soccer club. We want to play beautiful, confident and spirited soccer while staying true to our roots. We are keen to promote young players from our youth program, which stresses innovation and long-term development. And we believe technology can play an important role. We started a pilot project with SAP, Fraunhofer Institute and Crytek to capture different data points to measure and analyze the performance of players under age 19.

Soccer may seem simple on the surface, but it is actually a very complex game with technical, tactical, physical and psychological aspects. We want to capture as much data as possible for all of these areas so we can analyze and optimize our training and development programs. Moreover, we want to give our coaches the ability to look at different areas to study individual players, but also combine these data sets to consider collective results. Over time, we can begin to look at trends and compare our findings against different measurements to give us a competitive advantage to shape our players’ development.

KT: How does the technology work?

BP: There are several technologies involved. First, players and balls are fitted with sensors. This allows geo data to be captured from player and ball movements. Additional sensors on the field help to capture every move that each player makes. Antennas on the training field transmit sensor data live to the in memory technology powered by SAP HANA. Using spatial data, HANA allows real-time measurement of nearly all aspects of player performance. The Fraunhofer Institute for Integrated Circuits IIS provides RedFIR wireless tracking technology, while the video game company Crytek’s CryEngine visualizes player data in 3D.

Hoffenheim Google Glass

We can then access this data different ways. In our offices, we can analyze the results on the big screen and look at film and data side by side before or after practice. During practice, the coaches may use mobile technology, such as an iPad or Google glass to analyze real-time data.

KT: How do you leverage data to improve your player performance?

BP: The coaching staff can look at various data sources, filtering against different criteria to get answers in real time. This is important because based on their analysis they can improve their training regimen and experiment with new ideas without waiting for the next practice.

For example, our U19 head coach, Julian Nagelsmann, can explore questions, such as how long does a player keep the ball or where does he start dribbling? We can analyze the sensor-based data for tactical improvements during the actual practice. Julian can look up individual performance data of players and provide real-time feedback. For example, he can show a player on the iPad why he wasn’t able to succeed in gaining the upper hand with limited space during a particular play. Moreover, he could demonstrate this with 3D animation on the tablet right on the field.

Hoffenheim_U19 Coach

On the other hand, our U19 athletic coach, Kai Kraft, can study measurements about our players’ physical performance, such as velocity. Additional technologies, such as Google glass, allow us to check the precise speed of the individual players as they move around the field. The data collected through this method helps us bring in objective measurements that can validate our subjective analysis of our players’ performance and potential. Moreover, we can react and adjust from one training session to another to individually address any specific training element of any given player. As a result, we believe that we can considerably optimize our training and improve our players’ development.

Stay tuned for the next installment of the Data Innovators in Sports and Entertainment series.

Connect with me on Twitter (@KaanTurnali) and LinkedIn.

Data Innovators in Sports and Entertainment Series:

Overview | SyncStrength | TSG 1899 Hoffenheim

This story originally appeared on SAP Business Trends.


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