The document discusses the rise of social media and how trust in information sources has eroded over time. It notes that consumer decision making is increasingly social and influenced by online opinions, though trust in those opinions depends on factors like familiarity and expertise. The effects of these trends on brand behavior are complex, as trust is shaped by many contextual factors in the social media environment.

1. The Crisis
of TRUST
in a
Social Age
0 3 . 12 . 11

2. It is safe?

3. SOCIAL MEDIA CONTINUES
ITS METEORIC RISE
23% 41%
ALINT R TT ESPE ONSNS
L E NE IM NT YG
A
248 MM 48%
UNIQUEM HL V ORST T 8SNS
ONT Y ISIT O OP YG
A
SIT S
E
61% 50%
INT RNE USE W HA SNSPR IL
E T RS IT N OF E YG
A
Sour Niel Net iew-J 20 9- une 20
ce: sen V une 0 J 10

4. CONSUMER DECISION
MAKING IS BECOMING
INCREASINGLY SOCIAL
“Do I l good?I r lyl e t dr I don’tt
ook eal ov his ess. hink
pict es do itj ice.”
ur ust
I LIKE IT I HATE IT
84 %
L IT
IKE

5. TRUST IN THE PEOPLE WE
KNOW HAS ERODED
CREDIBILITY OF INFORMATION SOURCES ABOUT COMPANIES 2008 2010
T NE S
V W
R DIONE S
A W
NE SPA R
W PE S
F IE PE R
R NDS/ E S
0% 10% 20% 3%
0 4%
0 50%
Sour E n TustBaomet , 20
ce: delma r r er 10

6. AND WE REQUIRE MORE PROOF
60% OFPE ER POR NE DINGT HE RSOM T A A
OPL E T E O A E HING BOUT
SPE ICCOM NY3-5X T BE IE EITIST UE
CIF PA O LV R
Sour E n TustBaomet , 20
ce: delma r r er 10

7. TRUST AND SOCIAL MEDIA
OPINIONS ONLINE
M EOPINIONSA T USTM E
OR ND R OR 40%
M EOPINIONSA T USTL SS
OR ND R E 18%
T TL
O EL
E BOUT HE BE ’S E T
UNSUR A T NUM ROFOPINIONSBUTIT G T INGHA DE
R R
41%
Sour Sa Goba TustSur eyM r 20
ce: pient l l r v ach 11

8. THREE POSSIBILITIES
1 NOTAPR E :
OBL M
• T USTISNOTA IM A A ITUSE T BE
R S PORT NT S DO
2 M Y APR E
A BE OBL M
• IT T E R T T L
’S OO A LY O E L
E ’
3 Y S, ITSAPR E :
R
OBL M
• T USTHA E ODE -QUE IONISW &W TT DO
SR D ST HY HA O
ROCK THE VOTE!
O quest r NOW
T E T 1, 2 OR3T #
WE 4t ust

9. WHAT IS TRUST?
CONF NCEINT F UR INR L T
IDE HE UT E E AION
T SOM T OFV L
O E HING AUE

10. WHY DOES TRUST EXIST?
T COM UNE
O M .
TL E
O IV .
O OT CT HA’S
T PR E W T
V L BL .
AUA E

11. RISK SHAPES TRUST
SELF-ACTUALIZATION: SE FF F L E
L - UL IL M NT
a ing one’s ful pot ia
chiev l ent l NE DS
E
including cr t e a iv ies
eaiv ct it
ESTEEM NEEDS:
pr ige a feel ofa
est nd ing ccompl
ishment
PSY OG LNE DS
CHOL ICA E
BELONGINGNESS AND LOVE NEEDS:
int t r aionships, fr
imae el t iends
SAFETY NEEDS:
secur y, sa y
it fet
BA NE DS
SIC E
PHYSIOLOGICAL NEEDS:
food, w t , w r h, r
aer amt est
Sour AT yofHuma M iv t 19 3-A M slow
ce: heor n ot aion, 4 . a

12. THE MOB RULES

13. TRUST IS AN AGGREGATE
COMPANY CONSUMER
BRAND CONNECTION EXPECTATIONS
PRODUCT REPUTATION BELIEFS
PL CE
A PR E OT L
M IONA
SE V
R ICE A ET
DVR ISING RT L
AIONA
PRICE F IE
R NDS
PR OT
OM ION SOCIA M DIA
L E
ASSOCIATIONS
EXPERIENCE PSYCHOLOG L
ICA
PHY L
SICA
SHOPPING
CONSUM ION
PT

14. HOW TRUST WORKS
OWNERSHIP /
EXPECTATION
EXPERIENCE
PUT IN GET OUT
$$$
RAIONA
T L
PHY L
SICA
E OT L
M IONA
PSYCHIC
TRUST

15. IT FRAMES THE VALUE PROPOSITION
VALUE = COSTS VS. BENEFITS
PUT IN GET OUT
TRUST

17. ‘FUTURE PROOF’ IS A TRUST PLAY
VALUE = COSTS VS. BENEFITS
PUT IN GET OUT
TRUST

20. TRUST IS
FEELING GOOD.

21. AN ECONOMIC GALE OF
DARWINIAN PROPORTIONS
WW II MID
2008
ENDS 1980s
ERA OF ERA OF ERA OF
READINESS INDULGENCE CONSEQUENCES
ECONOM R E E - E NT
IC ISK V RPR SE R T HTT BEM NA E BL
ISK HOUG O A G A E R A UPT YR T NS
ISK BR L E UR
DE EBE E T T M NA E
SPIT ST FFOR S O A G W HHIG T CHM CR E
IT H- E A O- CONOMIC UNE CT DL CR AING
XPE E Y E T
IT. T S.
OOL UNCE T INT ,
RA Y
ST NDINGONG R
A UA D. INDUL INGR
G ISK R A SSINGE E NAIT S
E SSE XT R L IE
Sour ADaw n G l -T F ur Goup 20
ce: r inia ae he ut es r 10

22. WELCOME TO
THE ERA OF CONSEQUENCES
“The new cons umer ps ychology on the ris e
around the world is one of networks and
prioritization, of explicitly pricing in
cons equences and of giving more than lip
s ervice to being res ourceful and and vigilant to
downs ide ris ks This is the global zeitgeis t now
aborning.”
Sour ADaw n G l -T F ur Goup 20
ce: r inia ae he ut es r 10

23. OTHER MACRO FORCES ADD TO THE
‘CONSEQUENCE’ UNDERCURRENT
CONSUMPTION ECONOMIC
•E I INF SUPPL
COL OOD Y •L ID OF ORW K
A F OR
•T DOGF
OXIC OOD SCAE BA
L D CK
•L D PA INT S
E INT OY •HOM SW T L SS
E OR H E
T NDE
HA BT
•OBE Y
SIT
•R T E E F
E IR M NT UNDS
DE AE
CIM T D
ENVIRONMENT INSTITUTIONS
•SE E EWAHE
VR E T R •M T A ECOL A
OR G G L PSE
A DA A E
ND M G •INV ST E M L DOW
E M NT E T N
•BIR F U, SW F U
D L INE L •A OINDUST YBA OUT
UT R IL S
•G OBA W R ING
L L AM
•9/11

24. EFFECTS ON CONSUMER BEHAVIOR
T decision cacul ofconsumerchoice w lbe differ .
he l us il ent
T pr ofar inga decisions w lbe differ , ev
he ocess riv t il ent en
w t out
hen he comes ae t sa
r he me.
Consumer ae r
s r edefiningw tv l mea t t
ha aue ns o hem.
Sour ADaw n G l -T F ur Goup 20
ce: r inia ae he ut es r 10

25. HAS EVOLVED THE VALUE PROPOSITION
VALUE = COSTS VS. BENEFITS
PUT IN
GET OUT
TRUST

26. HAS EVOLVED THE VALUE PROPOSITION
VALUE = COSTS VS. BENEFITS
PUT IN
GET OUT
TAKEN
AWAY
HOWIT’S M DE
A
ING E NT
R DIE S TRUST
PROCE SSING
F PRINT
OOT

28. SOCIAL MEDIA HAS A
CHARACTER ISSUE

29. M IV T /V UM OFCOM E S
M NT SKEWED CONTRIBUTIONS
NE AIV
GT E POSIT E
IV
OT AION OL E
NE R L
UT A
SE IM NTCHA A E
NT E R CT R

30. M IV T /V UM OFCOM E S
M NT OPAQUE INTEGRITY
NE AIV
GT E POSIT E
IV
OT AION OL E
NE R L
UT A
SE IM NTCHA A E
NT E R CT R

31. TALK
IS
CHEAP

32. REFERRAL MODERATED BY
REPUTATIONAL RISK

33. TRUST IN SOCIAL MEDIA OPINIONS:
MANY DRIVERS, CONTEXT SPECIFIC
SOUR F M R Y
CE A ILIA IT
A G E AECONSE
G RG T NSUS OPINIONOR IN
IG
INDE NDE
PE NCE E R ISE
XPE T
Sour Sa Goba TustSur eyM r 20
ce: pient l l r v ach 11

34. TRUST IN SOCIAL MEDIA OPINIONS:
MANY DRIVERS, CONTEXT SPECIFIC
SOM ONEY KNOW
E OU ? SOUR F M R Y
CE A ILIA IT
SOM ONEYVS
E OU DON’TKNOW
A G E AECONSE
G RG T NSUS OPINIONOR IN
IG
INDE NDE
PE NCE E R ISE
XPE T
Sour Sa Goba TustSur eyM r 20
ce: pient l l r v ach 11

35. TRUST IN SOCIAL MEDIA OPINIONS:
MANY DRIVERS, CONTEXT SPECIFIC
SOM ONEY KNOW
E OU ? SOUR F M R Y
CE A ILIA IT
SOM ONEYVS
E OU DON’TKNOW
A G E AECONSE
G RG T NSUS OPINIONOR IN
IG
E R NCE
XPE IE ?
VS
W TSOM ONEHA SE NOR
HA E S E
HE R
A D?
INDE NDE
PE NCE E R ISE
XPE T
Sour Sa Goba TustSur eyM r 20
ce: pient l l r v ach 11

36. WHICH RECOMMENDATION DO YOU
TRUST MOST WHEN CHOOSING A HOTEL
IN A NEW CITY?
29
H IE
%
AHIG SCHOOLFR ND ONFA BOOK
CE
71 %
CLOSE FR NDSORF M YBA D ON
ST IE A IL SE
Y HA E SE NINAW , W
OU V N’T E HILE HO’S W TTHEY’VE HE R
HA AD
ST Y D T RE
A E HE
Sour Sa Goba TustSur eyM r 20
ce: pient l l r v ach 11

37. SALIENCE IS SHAPED BY A CONTEXT
THAT’S UNCLEAR
E R/
XPE T
A HOR Y
UT IT
PE EW
OPL HO
UNDE ST ND
RA
41 %
UNDE ST NDING
ME
RA
PE E
OPL
’S E T
IT G T INGHA DE
R R
W TL S
HA OT L M
IKE E T T LLW OPINIONSA ER L BL
O E HICH R E IA E
OFPE E
OPL A W ONE A E .
ND HICH S R N’T
LIKE PE E
OPL
ILIKE
F M IA IT
A IL R Y
Sour Sa Goba TustSur eyM r 20
ce: pient l l r v ach 11

38. BRAND BEHAVIOR IN THE AGE OF
PRISMATIC DISTORTION

39. OLD PARADIGM

41. NEW PARADIGM

42. BRAND RESIDUE

43. CUMULATIVE EFFECT?
Trust or Mistrust…
W notA y / L ck T eof?
hy ffinit a her
R nce / Dea
esona fness?
L e / Hae / Indiffer
ov t ence?
Tustis t Pr
r he ime

44. WHAT TO DO?

45. GEAR UP BRAND COWBOYS
(AND EMBRACE THE UNCERTAINTY)

46. SPEND LESS ON SUPERBOWL ADS
AND
MORE ON SUPERBAD SUPPORT
• BE V V W DS
HA IOR S OR
• DISINT R E T V INT R E T
E M DIAION S E M DIAION
• USE SV SPE AOR
R S CUL T S
• OV RT EV POINT
E IM S

47. BEHAVIOR VS WORDS

48. DISINTERMEDIATION
AND
INTERMEDIATION
(A ET CR DSR AL ALT TW ?)
R HE OW E L Y L HA ISE

50. TAKE ONE-TO-ONE TO THE NEXT LEVEL
(“DIRECT RESPONSE” TO “DIRECT FEEDBACK”)

51. WHERE’S THE TWITTER ENTERPRISE
DASHBOARD?

52. USERS VS SPECULATORS

53. OVER TIME VS POINT IN TIME
L E IM CUST E
IF T E OM R
CONV R T INCR A
E SAIONS E SE
L E IM CUST E V L
IF T E OM R AUE

54. OWNERSHIP / EXPERIENCE
BASED SATISFACTION
• ONL R V W A BR ND
INE E IE S ND A
F E CKF D INT E
E DBA IXE IM
‘Y R CE L PUR SE /USE /V E
OU E NT Y CHA D D ISIT D’
• F E CKHA T BEDIR CT YSOL E A INCE E OV RL E IM OF
E DBA S O E L ICIT D ND NT D E IF T E
RL T
E AIONSHIP
‘HOWDOY F E NOW’
OU E L ?

55. Peopl ae findingsocia mediaopinion l r ia e
e r l ess el bl
Tustdepends on aint r aionship ofcont ua fa or w det mine cont
r erel t ext l ct s hich er ent’s
vl
aue
M r er ha e a opporunit t for atue one-o- connect t buil l st
aket s v n t y o ge r t one ion o d a ing
v l a ean tust
aue nd r r

56. CHEERS!
# 4r
quest tust # cw hcheese
kma it