SlideShare une entreprise Scribd logo
1  sur  41
Télécharger pour lire hors ligne
TRUST DRIVES TRANSACTIONS:
A presentweetion for the time-starved

                         Internet Marketing Conference Vancouver
                                              September 17, 2009
                                                  ERIC WEAVER
Excess hype, overshare,
pokes, "how well do you know
me" quizzes and stalkers. Why
would I use this for biz?
#annoying
2:30 PM Sep 17 from PowerPoint
                                 2
Client ?’s: is this a fad? Do social
mktg e orts actually work? The
convo seems so shallow. Who's got
time to manage all this? Srsly?
2:30 PM Sep 17 from PowerPoint




                                       3
Let’s look at the business of
promoting your business.
less than a minute ago - Comment - Like




                                          4
Outbound mktg is a $1TT
machine. Each niche = a
full industry. We're
rewarded for storytelling/
intrusion/repetition.
Unchanged in 150 yrs.
2:32 PM Sep 17 from PowerPoint




                                 5
Our customers, however, have changed. Maybe a lot, LOLZ.
2:33 PM Sep 17 from TwitterBerry



                                                           6
Where'd they go? Consumers fled to social
netwks where they could connect w/like minds on
interesting subjects, free from commercialism.
2:34 PM Sep 17 from PowerPoint
For marketers, social netwks
looked like a smorgasbord of
opportune audiences.
OOH YUMMEH!
2:35 PM Sep 17 from PowerPoint
                                 8
What’d we get? Same ol’ same ol’.
“Look over here! A chance to WIN!” #yawn
September 17 at 2:36pm - Comment - Like - See Wall-to-Wall




                                                             9
Traditional ads in
social netwks are
like #amway
salesmen showing
up at a cocktail
party. Not the
right context,
kids. #fail
2:38 PM Sep 17 from
PowerPoint
                      10
The waning
Outbound Voice:
RT @TNSMedia
Intelligence US ad
spend plunges
14.2%; only online
posts growth.
2:39 PM Sep 17 from
PowerPoint




                      11
Four major cultural changes are killing the
outbound voice and spurring dialogue.
less than a minute ago - Comment - Like




                                              12
CHANGE #1: trust has fallen o            a cli . (RT @edelman)
2:42 PM Sep 17 from Edelman Trust Barometer




                                                                 13
RT @edelman: “banks, automotives, media and
     insurance hit hardest in US.” Wonder abt
       schools, cops, doctors (societal pillars)
          2:43 PM Sep 17 from from Edelman Trust Barometer




                                                             14
CHANGE #2: time starvation,
micro-niche interests,
endlessly-customizable
media options, expecting
free information
2:44 PM Sep 17 from PowerPoint




                                 15
#SEARCH: people, products,
info, media I care abt;
#EXPRESSION via blogs,
opinion sites, ratings;
#SHARING what we like, or
hate
About a minute ago - Comment - Like




                                      Generally, consumers don’t
                                      need advertising, marketing
                                      or PR (#TimeToRethink)
                                      2:46 PM Sep 17 from PowerPoint
                                                                       16
CHANGE #3:
the new cacophony.
2:47 PM Sep 17 from culture




                              17
CHANGE #4: people turn to PEERS when
risk is high, more choices to review, less
time for research. #remarkable
2:48 PM Sep 17 from PowerPoint




                                             18
Most credible ppl giving me company/product info?
47% believe in PEERS. 13% trust marketers.
#wakeupcall #outboundvoice
2:48 PM Sep 17 from 2009 Edelman Trust Barometer




                                                    19
Trust isn’t just influential, it’s widely shared. 56% age 35-64,
63% 25-34 share trust/distrust on the web.
2:49 PM Sep 17 from 2008 Edelman Trust Barometer



                                                                  20
Trust drives preference:
91% choose to buy from
companies they trust,
77% refuse the
distrusted. Bottom line:
TRUST DRIVES
TRANSACTIONS.
2:49 PM Sep 17 from 2009
Edelman Trust Barometer

                           21
Growing revenue not abt clever, elegant, loud. Not abt
tools! Nor Ashton/Oprah. Not abt Social Media change.
IT’S ABT PPL TRUSTING YOU.
2:50 PM Sep 17 from PowerPoint




                                                         22
How much more would u trust a company for taking
action to increase communication and transparency?
Positively impact consumers? #proof
2:50 PM Sep 17 from Edelman Trust Barometer




                                                     23
So build a trust strategy. Consider where you are
distrusted. Decide where you’d like to be. Then,
steps to get there. Then execute.
less than a minute ago - Comment - Like




                                                    24
MINIMIZE TRUST KILLERS: Don’t interrupt search. Be
found/referred. Don’t talk abt ur value, demonstrate it.
2:51 PM Sep 17 from PowerPoint



REPRESENT! Demonstrate u know ur stu , a vision for
sector/mkt, that others took a chance & benefitted,
that ur ethical, easy, trustworthy.
2:51 PM Sep 17 from PowerPoint



EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU.
Give customers a voice. Amplify their words. Make
value sharing e ortless.
2:52 PM Sep 17 from PowerPoint




                                                           25
Look for and target ur
organization’s trust soft-
spots. Rebuild trust there.
Demonstrate. Be real. Take
fodder from conspiracy
theorists.
2:53 PM Sep 17 from PowerPoint




                                 26
THOUGHT STARTERS, BLOGGING: CEO media/invstr
relations; industry trends/insights; legislation impacts
2:52 PM Sep 17 from PowerPoint




                                                           27
THOUGHT STARTERS, TWITTER (here, now): crisis PR,
timely insights, content alerts, community bldg, event
notices
2:53 PM Sep 17 from PowerPoint




                                                         28
THOUGHT STARTERS, VIDEO: great for intensive
learning, how-to vids, personality pieces, company
storytelling, humor
2:53 PM Sep 17 from PowerPoint




                                                     29
THOUGHT STARTERS, AUDIO: great for distracted
learning, storytelling, conversational thought ldrship,
testimonials, sensory experiences
2:53 PM Sep 17 from PowerPoint




                                                          30
THOUGHT STARTERS, WIKIS: great for event planning,
product developing, crowdsourcing ideas, shared
learnings, distributed wk-in-progress
2:54 PM Sep 17 from PowerPoint




                                                     31
THOUGHT STARTERS, WIDGETS/APPS: get your content
into more places, allow engagement w/o leaving
venue, aggregating valuable content
2:54 PM Sep 17 from PowerPoint




                                                   32
THOUGHT STARTERS, SOCIAL VENUES: brand
awareness, community/CSR discussions, loyalty
programs, consumer feedbk/trials/testing
2:54 PM Sep 17 from PowerPoint




                                                33
THOUGHT STARTERS, SOCIAL VENUES: brand
awareness, community/CSR discussions, loyalty
programs, consumer feedbk/trials/testing
2:54 PM Sep 17 from PowerPoint




                                                34
BLOGGER ENGAGEMENT: set up engagement
guardrails. When a post is positive, do you
compliment, agree or ignore?
2:55 PM Sep 17 from PowerPoint



Negative posts: is it a rant, a joke or satire? Are there
factual errors to correct? Do you fix a bad customer
experience?
2:55 PM Sep 17 from PowerPoint



No matter what: be transparent, including links, be
positive/strong, spellcheck, think abt public
perception, and triage accordingly.
2:55 PM Sep 17 from PowerPoint




                                                            35
CONVERSATION MONITORING: fantastic insights into
consumer mindset, sentiment, motivation, interest
areas, company/product performance
2:56 PM Sep 17 from PowerPoint



Lion’s share of convo monitoring can be automated:
blogpulse, Google Blog Search, Technorati,
TweetReach, Twendz/TweetFeel
2:56 PM Sep 17 from PowerPoint



Specialized reporting tools can dive into specifics on
sentiment, motivation, topic trending (Radian6,
Sentimine, MotiveQuest)
2:56 PM Sep 17 from PowerPoint




                                                        36
BOOMERS = propriety. Trained in formalities, don’t
o end, guarded means safe, not so great with “random.”
Suit & tie = trust.
2:57 PM Sep 17 from PowerPoint




GENS X&Y = a nity. Formalities ignored, sharing
means finding, tech is easy, random is life. Consider
your lens. Suit & tie = distrust.
2:57PM Sep 17 from PowerPoint




                                                         37
Trust generated, money happened: blog, FB, YouTube to
connect. Results: 2MM impressions, 2300 new accts,
$4MM in new deposits. @YoungFreeAB
2:57 PM Sep 17 from PowerPoint
                                                        38
FINAL THOUGHTS: SocMed is SO NOT a fad. Google
gave us search. SocMed gave us sharing, connecting.
Won’t get taken away.
2:58 PM Sep 17 from PowerPoint



Social Media reflects that we are time-starved
creatures trying to get our day back, rather than being
shallow. Sharing = finding lk minds.
2:58 PM Sep 17 from PowerPoint



“One more thing for marketers to do”? More like
engaging your market where they prefer to be. How’d
that last trade show budget work out?
2:58 PM Sep 17 from PowerPoint




                                                          39
RECAP: Rethink your entire marketing approach from a
prospective of trust and with a wider lens.
2:59 PM Sep 17 from PowerPoint




Build trust by being found, demonstrating your
knowledge, your vision and your trustworthiness.
2:59 PM Sep 17 from PowerPoint




Finally, use social marketing to leverage the EXISTING
TRUST already established between peers, rather than
buying new trust.
2:59 PM Sep 17 from PowerPoint




                                                         40
THANK YOU
slides: slideshare.net/weave
presentweetion: @PeopleBuyTrust
me: @weave
company: tribalddb.ca

Contenu connexe

Similaire à Trust Drives Transactions: a presentweetion for the time-starved

Your Brand? OUR Brand. (IIMA version)
Your Brand? OUR Brand. (IIMA version)Your Brand? OUR Brand. (IIMA version)
Your Brand? OUR Brand. (IIMA version)Eric Weaver
 
Talent is Social: Sourcing & Vetting Candidates via Social Media
Talent is Social: Sourcing & Vetting Candidates via Social MediaTalent is Social: Sourcing & Vetting Candidates via Social Media
Talent is Social: Sourcing & Vetting Candidates via Social MediaEric Weaver
 
Your Brand? OUR Brand. (Designer Edition)
Your Brand? OUR Brand. (Designer Edition)Your Brand? OUR Brand. (Designer Edition)
Your Brand? OUR Brand. (Designer Edition)Eric Weaver
 
Social Marketing for Entrepreneurs
Social Marketing for EntrepreneursSocial Marketing for Entrepreneurs
Social Marketing for EntrepreneursEric Weaver
 
Welcome to the new media world
Welcome to the new media worldWelcome to the new media world
Welcome to the new media worldMandi Bateson
 
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)Tim Brunelle
 
Branding, Trust and the Empowered Consumer: Mumbai Edition
Branding, Trust and the Empowered Consumer: Mumbai EditionBranding, Trust and the Empowered Consumer: Mumbai Edition
Branding, Trust and the Empowered Consumer: Mumbai EditionEric Weaver
 
Ad crafting updated, the basics of transmedia planning
Ad crafting updated, the basics of transmedia planningAd crafting updated, the basics of transmedia planning
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
 
Some Key Social Media & CMS Trends
Some Key Social Media & CMS TrendsSome Key Social Media & CMS Trends
Some Key Social Media & CMS TrendsTodd Van Hoosear
 
Commerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online ProspectsCommerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online ProspectsEric Weaver
 
Energy #Digital Summit - #Branding in #Oil and #Gas Industry
Energy #Digital Summit - #Branding in #Oil and #Gas IndustryEnergy #Digital Summit - #Branding in #Oil and #Gas Industry
Energy #Digital Summit - #Branding in #Oil and #Gas IndustryEdelman
 
Program huerlimann cc blogworld and new media expo new york 2012 titel version
Program huerlimann cc blogworld and new media expo new york 2012 titel versionProgram huerlimann cc blogworld and new media expo new york 2012 titel version
Program huerlimann cc blogworld and new media expo new york 2012 titel versionBeat Huerlimann
 
Sales 2.0 & Social Selling
Sales 2.0 & Social Selling Sales 2.0 & Social Selling
Sales 2.0 & Social Selling Ryan Estis
 
King Content talks on social media
King Content talks on social mediaKing Content talks on social media
King Content talks on social mediatracyfitzking
 
Social media nnep conf 2011
Social media   nnep conf 2011Social media   nnep conf 2011
Social media nnep conf 2011Dana Zezzo, CAS
 
Atomizing Design into Our Lives | Seattle Interactive 2019
Atomizing Design into Our Lives | Seattle Interactive 2019Atomizing Design into Our Lives | Seattle Interactive 2019
Atomizing Design into Our Lives | Seattle Interactive 2019Seattle Interactive Conference
 
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...etplastics
 
Twitter: a Case for Lead Generation
Twitter: a Case for Lead GenerationTwitter: a Case for Lead Generation
Twitter: a Case for Lead GenerationConnie Bensen Lund
 

Similaire à Trust Drives Transactions: a presentweetion for the time-starved (20)

Your Brand? OUR Brand. (IIMA version)
Your Brand? OUR Brand. (IIMA version)Your Brand? OUR Brand. (IIMA version)
Your Brand? OUR Brand. (IIMA version)
 
Talent is Social: Sourcing & Vetting Candidates via Social Media
Talent is Social: Sourcing & Vetting Candidates via Social MediaTalent is Social: Sourcing & Vetting Candidates via Social Media
Talent is Social: Sourcing & Vetting Candidates via Social Media
 
Your Brand? OUR Brand. (Designer Edition)
Your Brand? OUR Brand. (Designer Edition)Your Brand? OUR Brand. (Designer Edition)
Your Brand? OUR Brand. (Designer Edition)
 
Social Marketing for Entrepreneurs
Social Marketing for EntrepreneursSocial Marketing for Entrepreneurs
Social Marketing for Entrepreneurs
 
Welcome to the new media world
Welcome to the new media worldWelcome to the new media world
Welcome to the new media world
 
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
 
Branding, Trust and the Empowered Consumer: Mumbai Edition
Branding, Trust and the Empowered Consumer: Mumbai EditionBranding, Trust and the Empowered Consumer: Mumbai Edition
Branding, Trust and the Empowered Consumer: Mumbai Edition
 
Ad crafting updated, the basics of transmedia planning
Ad crafting updated, the basics of transmedia planningAd crafting updated, the basics of transmedia planning
Ad crafting updated, the basics of transmedia planning
 
Some Key Social Media & CMS Trends
Some Key Social Media & CMS TrendsSome Key Social Media & CMS Trends
Some Key Social Media & CMS Trends
 
Commerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online ProspectsCommerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online Prospects
 
Energy #Digital Summit - #Branding in #Oil and #Gas Industry
Energy #Digital Summit - #Branding in #Oil and #Gas IndustryEnergy #Digital Summit - #Branding in #Oil and #Gas Industry
Energy #Digital Summit - #Branding in #Oil and #Gas Industry
 
Program huerlimann cc blogworld and new media expo new york 2012 titel version
Program huerlimann cc blogworld and new media expo new york 2012 titel versionProgram huerlimann cc blogworld and new media expo new york 2012 titel version
Program huerlimann cc blogworld and new media expo new york 2012 titel version
 
Secrets of
Secrets of Secrets of
Secrets of
 
Ma cultural policy and tourism - Social Media Class
Ma cultural policy and tourism - Social Media ClassMa cultural policy and tourism - Social Media Class
Ma cultural policy and tourism - Social Media Class
 
Sales 2.0 & Social Selling
Sales 2.0 & Social Selling Sales 2.0 & Social Selling
Sales 2.0 & Social Selling
 
King Content talks on social media
King Content talks on social mediaKing Content talks on social media
King Content talks on social media
 
Social media nnep conf 2011
Social media   nnep conf 2011Social media   nnep conf 2011
Social media nnep conf 2011
 
Atomizing Design into Our Lives | Seattle Interactive 2019
Atomizing Design into Our Lives | Seattle Interactive 2019Atomizing Design into Our Lives | Seattle Interactive 2019
Atomizing Design into Our Lives | Seattle Interactive 2019
 
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...
 
Twitter: a Case for Lead Generation
Twitter: a Case for Lead GenerationTwitter: a Case for Lead Generation
Twitter: a Case for Lead Generation
 

Plus de Eric Weaver

Food is ripe for an upgrade: how emerging tech is transforming an industry
Food is ripe for an upgrade: how emerging tech is transforming an industryFood is ripe for an upgrade: how emerging tech is transforming an industry
Food is ripe for an upgrade: how emerging tech is transforming an industryEric Weaver
 
InformationWeek, January 21, 2014 • Weaver article on crypto potential
InformationWeek, January 21, 2014 • Weaver article on crypto potentialInformationWeek, January 21, 2014 • Weaver article on crypto potential
InformationWeek, January 21, 2014 • Weaver article on crypto potentialEric Weaver
 
What are you feeding me? Blockchain, trust & the future of food
What are you feeding me? Blockchain, trust & the future of foodWhat are you feeding me? Blockchain, trust & the future of food
What are you feeding me? Blockchain, trust & the future of foodEric Weaver
 
Everyone talks about Disruption like it's a GOOD THING
Everyone talks about Disruption like it's a GOOD THINGEveryone talks about Disruption like it's a GOOD THING
Everyone talks about Disruption like it's a GOOD THINGEric Weaver
 
The Five Horsemen of Digital Disruption
The Five Horsemen of Digital DisruptionThe Five Horsemen of Digital Disruption
The Five Horsemen of Digital DisruptionEric Weaver
 
FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...
FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...
FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...Eric Weaver
 
Six Big-Brand Secrets to Overcoming Social Marketing Hurdles
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesSix Big-Brand Secrets to Overcoming Social Marketing Hurdles
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesEric Weaver
 
The Great Social Media Crisis of Faith
The Great Social Media Crisis of FaithThe Great Social Media Crisis of Faith
The Great Social Media Crisis of FaithEric Weaver
 
Social Crises: Best Practices, Cautionary Tales
Social Crises: Best Practices, Cautionary TalesSocial Crises: Best Practices, Cautionary Tales
Social Crises: Best Practices, Cautionary TalesEric Weaver
 
Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Eric Weaver
 
Social Business: the Opportunity for India (Engage Kolkata edition)
Social Business: the Opportunity for India (Engage Kolkata edition)Social Business: the Opportunity for India (Engage Kolkata edition)
Social Business: the Opportunity for India (Engage Kolkata edition)Eric Weaver
 
Social Media is dead! Long live Social Media!
Social Media is dead! Long live Social Media!Social Media is dead! Long live Social Media!
Social Media is dead! Long live Social Media!Eric Weaver
 
An Ant's Eye View on 2011 Social Media Conferences
An Ant's Eye View on 2011 Social Media ConferencesAn Ant's Eye View on 2011 Social Media Conferences
An Ant's Eye View on 2011 Social Media ConferencesEric Weaver
 
The Social Engagement Journey #sm301
The Social Engagement Journey #sm301The Social Engagement Journey #sm301
The Social Engagement Journey #sm301Eric Weaver
 
Applying a Marketing Lens to Police Communications
Applying a Marketing Lens to Police CommunicationsApplying a Marketing Lens to Police Communications
Applying a Marketing Lens to Police CommunicationsEric Weaver
 
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
 
DDB Yellow Paper, "Just Stop"
DDB Yellow Paper, "Just Stop"DDB Yellow Paper, "Just Stop"
DDB Yellow Paper, "Just Stop"Eric Weaver
 
You Don't Need a Social Media Strategy (Washington DC Edition)
You Don't Need a Social Media Strategy (Washington DC Edition)You Don't Need a Social Media Strategy (Washington DC Edition)
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
 
People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)Eric Weaver
 
The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)Eric Weaver
 

Plus de Eric Weaver (20)

Food is ripe for an upgrade: how emerging tech is transforming an industry
Food is ripe for an upgrade: how emerging tech is transforming an industryFood is ripe for an upgrade: how emerging tech is transforming an industry
Food is ripe for an upgrade: how emerging tech is transforming an industry
 
InformationWeek, January 21, 2014 • Weaver article on crypto potential
InformationWeek, January 21, 2014 • Weaver article on crypto potentialInformationWeek, January 21, 2014 • Weaver article on crypto potential
InformationWeek, January 21, 2014 • Weaver article on crypto potential
 
What are you feeding me? Blockchain, trust & the future of food
What are you feeding me? Blockchain, trust & the future of foodWhat are you feeding me? Blockchain, trust & the future of food
What are you feeding me? Blockchain, trust & the future of food
 
Everyone talks about Disruption like it's a GOOD THING
Everyone talks about Disruption like it's a GOOD THINGEveryone talks about Disruption like it's a GOOD THING
Everyone talks about Disruption like it's a GOOD THING
 
The Five Horsemen of Digital Disruption
The Five Horsemen of Digital DisruptionThe Five Horsemen of Digital Disruption
The Five Horsemen of Digital Disruption
 
FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...
FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...
FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our ...
 
Six Big-Brand Secrets to Overcoming Social Marketing Hurdles
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesSix Big-Brand Secrets to Overcoming Social Marketing Hurdles
Six Big-Brand Secrets to Overcoming Social Marketing Hurdles
 
The Great Social Media Crisis of Faith
The Great Social Media Crisis of FaithThe Great Social Media Crisis of Faith
The Great Social Media Crisis of Faith
 
Social Crises: Best Practices, Cautionary Tales
Social Crises: Best Practices, Cautionary TalesSocial Crises: Best Practices, Cautionary Tales
Social Crises: Best Practices, Cautionary Tales
 
Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)
 
Social Business: the Opportunity for India (Engage Kolkata edition)
Social Business: the Opportunity for India (Engage Kolkata edition)Social Business: the Opportunity for India (Engage Kolkata edition)
Social Business: the Opportunity for India (Engage Kolkata edition)
 
Social Media is dead! Long live Social Media!
Social Media is dead! Long live Social Media!Social Media is dead! Long live Social Media!
Social Media is dead! Long live Social Media!
 
An Ant's Eye View on 2011 Social Media Conferences
An Ant's Eye View on 2011 Social Media ConferencesAn Ant's Eye View on 2011 Social Media Conferences
An Ant's Eye View on 2011 Social Media Conferences
 
The Social Engagement Journey #sm301
The Social Engagement Journey #sm301The Social Engagement Journey #sm301
The Social Engagement Journey #sm301
 
Applying a Marketing Lens to Police Communications
Applying a Marketing Lens to Police CommunicationsApplying a Marketing Lens to Police Communications
Applying a Marketing Lens to Police Communications
 
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
 
DDB Yellow Paper, "Just Stop"
DDB Yellow Paper, "Just Stop"DDB Yellow Paper, "Just Stop"
DDB Yellow Paper, "Just Stop"
 
You Don't Need a Social Media Strategy (Washington DC Edition)
You Don't Need a Social Media Strategy (Washington DC Edition)You Don't Need a Social Media Strategy (Washington DC Edition)
You Don't Need a Social Media Strategy (Washington DC Edition)
 
People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)
 
The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)
 

Dernier

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 

Dernier (20)

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 

Trust Drives Transactions: a presentweetion for the time-starved

  • 1. TRUST DRIVES TRANSACTIONS: A presentweetion for the time-starved Internet Marketing Conference Vancouver September 17, 2009 ERIC WEAVER
  • 2. Excess hype, overshare, pokes, "how well do you know me" quizzes and stalkers. Why would I use this for biz? #annoying 2:30 PM Sep 17 from PowerPoint 2
  • 3. Client ?’s: is this a fad? Do social mktg e orts actually work? The convo seems so shallow. Who's got time to manage all this? Srsly? 2:30 PM Sep 17 from PowerPoint 3
  • 4. Let’s look at the business of promoting your business. less than a minute ago - Comment - Like 4
  • 5. Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs. 2:32 PM Sep 17 from PowerPoint 5
  • 6. Our customers, however, have changed. Maybe a lot, LOLZ. 2:33 PM Sep 17 from TwitterBerry 6
  • 7. Where'd they go? Consumers fled to social netwks where they could connect w/like minds on interesting subjects, free from commercialism. 2:34 PM Sep 17 from PowerPoint
  • 8. For marketers, social netwks looked like a smorgasbord of opportune audiences. OOH YUMMEH! 2:35 PM Sep 17 from PowerPoint 8
  • 9. What’d we get? Same ol’ same ol’. “Look over here! A chance to WIN!” #yawn September 17 at 2:36pm - Comment - Like - See Wall-to-Wall 9
  • 10. Traditional ads in social netwks are like #amway salesmen showing up at a cocktail party. Not the right context, kids. #fail 2:38 PM Sep 17 from PowerPoint 10
  • 11. The waning Outbound Voice: RT @TNSMedia Intelligence US ad spend plunges 14.2%; only online posts growth. 2:39 PM Sep 17 from PowerPoint 11
  • 12. Four major cultural changes are killing the outbound voice and spurring dialogue. less than a minute ago - Comment - Like 12
  • 13. CHANGE #1: trust has fallen o a cli . (RT @edelman) 2:42 PM Sep 17 from Edelman Trust Barometer 13
  • 14. RT @edelman: “banks, automotives, media and insurance hit hardest in US.” Wonder abt schools, cops, doctors (societal pillars) 2:43 PM Sep 17 from from Edelman Trust Barometer 14
  • 15. CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information 2:44 PM Sep 17 from PowerPoint 15
  • 16. #SEARCH: people, products, info, media I care abt; #EXPRESSION via blogs, opinion sites, ratings; #SHARING what we like, or hate About a minute ago - Comment - Like Generally, consumers don’t need advertising, marketing or PR (#TimeToRethink) 2:46 PM Sep 17 from PowerPoint 16
  • 17. CHANGE #3: the new cacophony. 2:47 PM Sep 17 from culture 17
  • 18. CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research. #remarkable 2:48 PM Sep 17 from PowerPoint 18
  • 19. Most credible ppl giving me company/product info? 47% believe in PEERS. 13% trust marketers. #wakeupcall #outboundvoice 2:48 PM Sep 17 from 2009 Edelman Trust Barometer 19
  • 20. Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63% 25-34 share trust/distrust on the web. 2:49 PM Sep 17 from 2008 Edelman Trust Barometer 20
  • 21. Trust drives preference: 91% choose to buy from companies they trust, 77% refuse the distrusted. Bottom line: TRUST DRIVES TRANSACTIONS. 2:49 PM Sep 17 from 2009 Edelman Trust Barometer 21
  • 22. Growing revenue not abt clever, elegant, loud. Not abt tools! Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT PPL TRUSTING YOU. 2:50 PM Sep 17 from PowerPoint 22
  • 23. How much more would u trust a company for taking action to increase communication and transparency? Positively impact consumers? #proof 2:50 PM Sep 17 from Edelman Trust Barometer 23
  • 24. So build a trust strategy. Consider where you are distrusted. Decide where you’d like to be. Then, steps to get there. Then execute. less than a minute ago - Comment - Like 24
  • 25. MINIMIZE TRUST KILLERS: Don’t interrupt search. Be found/referred. Don’t talk abt ur value, demonstrate it. 2:51 PM Sep 17 from PowerPoint REPRESENT! Demonstrate u know ur stu , a vision for sector/mkt, that others took a chance & benefitted, that ur ethical, easy, trustworthy. 2:51 PM Sep 17 from PowerPoint EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make value sharing e ortless. 2:52 PM Sep 17 from PowerPoint 25
  • 26. Look for and target ur organization’s trust soft- spots. Rebuild trust there. Demonstrate. Be real. Take fodder from conspiracy theorists. 2:53 PM Sep 17 from PowerPoint 26
  • 27. THOUGHT STARTERS, BLOGGING: CEO media/invstr relations; industry trends/insights; legislation impacts 2:52 PM Sep 17 from PowerPoint 27
  • 28. THOUGHT STARTERS, TWITTER (here, now): crisis PR, timely insights, content alerts, community bldg, event notices 2:53 PM Sep 17 from PowerPoint 28
  • 29. THOUGHT STARTERS, VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor 2:53 PM Sep 17 from PowerPoint 29
  • 30. THOUGHT STARTERS, AUDIO: great for distracted learning, storytelling, conversational thought ldrship, testimonials, sensory experiences 2:53 PM Sep 17 from PowerPoint 30
  • 31. THOUGHT STARTERS, WIKIS: great for event planning, product developing, crowdsourcing ideas, shared learnings, distributed wk-in-progress 2:54 PM Sep 17 from PowerPoint 31
  • 32. THOUGHT STARTERS, WIDGETS/APPS: get your content into more places, allow engagement w/o leaving venue, aggregating valuable content 2:54 PM Sep 17 from PowerPoint 32
  • 33. THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing 2:54 PM Sep 17 from PowerPoint 33
  • 34. THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing 2:54 PM Sep 17 from PowerPoint 34
  • 35. BLOGGER ENGAGEMENT: set up engagement guardrails. When a post is positive, do you compliment, agree or ignore? 2:55 PM Sep 17 from PowerPoint Negative posts: is it a rant, a joke or satire? Are there factual errors to correct? Do you fix a bad customer experience? 2:55 PM Sep 17 from PowerPoint No matter what: be transparent, including links, be positive/strong, spellcheck, think abt public perception, and triage accordingly. 2:55 PM Sep 17 from PowerPoint 35
  • 36. CONVERSATION MONITORING: fantastic insights into consumer mindset, sentiment, motivation, interest areas, company/product performance 2:56 PM Sep 17 from PowerPoint Lion’s share of convo monitoring can be automated: blogpulse, Google Blog Search, Technorati, TweetReach, Twendz/TweetFeel 2:56 PM Sep 17 from PowerPoint Specialized reporting tools can dive into specifics on sentiment, motivation, topic trending (Radian6, Sentimine, MotiveQuest) 2:56 PM Sep 17 from PowerPoint 36
  • 37. BOOMERS = propriety. Trained in formalities, don’t o end, guarded means safe, not so great with “random.” Suit & tie = trust. 2:57 PM Sep 17 from PowerPoint GENS X&Y = a nity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust. 2:57PM Sep 17 from PowerPoint 37
  • 38. Trust generated, money happened: blog, FB, YouTube to connect. Results: 2MM impressions, 2300 new accts, $4MM in new deposits. @YoungFreeAB 2:57 PM Sep 17 from PowerPoint 38
  • 39. FINAL THOUGHTS: SocMed is SO NOT a fad. Google gave us search. SocMed gave us sharing, connecting. Won’t get taken away. 2:58 PM Sep 17 from PowerPoint Social Media reflects that we are time-starved creatures trying to get our day back, rather than being shallow. Sharing = finding lk minds. 2:58 PM Sep 17 from PowerPoint “One more thing for marketers to do”? More like engaging your market where they prefer to be. How’d that last trade show budget work out? 2:58 PM Sep 17 from PowerPoint 39
  • 40. RECAP: Rethink your entire marketing approach from a prospective of trust and with a wider lens. 2:59 PM Sep 17 from PowerPoint Build trust by being found, demonstrating your knowledge, your vision and your trustworthiness. 2:59 PM Sep 17 from PowerPoint Finally, use social marketing to leverage the EXISTING TRUST already established between peers, rather than buying new trust. 2:59 PM Sep 17 from PowerPoint 40
  • 41. THANK YOU slides: slideshare.net/weave presentweetion: @PeopleBuyTrust me: @weave company: tribalddb.ca