Trustonomics

DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Jonathan Bean
Chief Marketing Oﬀicer Mynewsdesk
Trustonomics
© MYNEWSDESK 2018 #PINGHELSINKI @jonobean

Offices
Employees
13
220+
Brands
5000 +
Communicators
100 000
Stories per month
11 000
Years of
customer loyalty
7
Mynewsdesk in Numbers
TRUSTONOMICS
Digital Communications & PR Made Easy

TRUSTONOMICS
Vision 
 
A world where no 
story goes untold 
or unheard.
Core Purpose
To release the full power of
stories, to inspire and spark
positive change. 
 
Values 
 
We Care
Openness
 
Always Improving
Challenging
@jonobean© MYNEWSDESK 2018 #PINGHELSINKI @jonobean
TRUSTONOMICS

TRUSTONOMICS
Trust

TRUSTONOMICS
Firm belief in the reliability, truth, or
ability of someone or something.

TRUSTONOMICS
Economics

TRUSTONOMICS
The branch of knowledge concerned with
the production, consumption, and
transfer of wealth.

TRUSTONOMICS
General online population
1,150 respondents per country
Ages 18+
4 years in 25+ markets
Informed public
500 respondents in U.S. and China,
and 200 in other countries
Ages 25-64
collage-educated
In top 25% of household income per
age group in each country
Report significant media
consumption and engagement in &
public policy
Mass population
All population not including
informed public represents 85% of
total global population
Edelman’s 17th
Trust barometer
Methodology
Online survey
Conducted OCT 20th-NOV 29th 2017
33,000+ respondents total
18 years of data
28 markets

TRUSTONOMICS
43
30 31 32 32 32 33 33 34 35 35
39 40 42 42 43 43 43 44 45 47 48 49 52 55 56
62
68
71
Global28
Turkey
Australia
Japan
Sweden
U.K.
France
Ireland
Poland
Russia
S.Africa
Argentina
S.Korea
Germany
U.S.
Brazil
Colombia
HongKong
Spain
Italy
Malaysia
Mexico
Canada
Singapore
TheNetherlands
UAE
India
Indonesia
China
0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
Media is, for the first time, the
least trusted institution globally.
Distrusted in 22 of 28 markets
Distrust
Neutral
Trust

TRUSTONOMICS
Media Re-Defined
Platforms
Q: What did you assume was meant by the phrase
“media in general”?
48%
Social
25%
Search89%
Journalists
23%
Influencers
40%
Brands
41% News apps
Publishers

TRUSTONOMICS
While trust in platforms declines,
trust in journalism rebounds
Percent trust in each source for general news and information, 2012 to 2018
2012 2013 2014 2015 2016 2017 2018
53
54
50
52
53
54
51
54
54
56
53
54
51
59 +5Journalism
-2Platforms

TRUSTONOMICS
Is it the revenge of journalism
and traditional media?
@jonobean

THE JOURNALIST SURVEY
© MYNEWSDESK 2017
We Didn’t Want Experts, We Wanted To Listen To  
Individuals And Informal Sources Rather Than Institutions.
But 2017 was a big year for ”peer-
media”.
TRUSTONOMICS

TRUSTONOMICS
63
Technicalexpert
+3
Voices of authority regain credibility
61
Academicexpert
+1
54
Apersonlike
yourself
-6
50
Financialindustry
analyst
+4
50
Successful
entrepreneur
+1
47
Employee
-1
46
NGO
representative
+3
44
CEO
+7
41
Boardofdirectors
+6
39
Journalist
+12
35
Government
oﬀicial/regulator
+6
Percent who rate spokesperson as very/extremely credible, and change from 2017 to 2018
“Person like yourself” shows largest drop

TRUSTONOMICS

TRUSTONOMICS
The Disengaged
Consume news  
less than weekly
Consumers
Consume news  
about weekly or more
Amplifiers
Consume news  
about weekly or more
AND share or post
content several times
a month or more
Half disengaged with the news
Consumption
How frequently do you consume news
produced by a major news organisations, either
at the original source, shared by others or
pushed to you in a feed?
Amplification
How often do you share or forward news items,
or post opinions or other content?
50% 25% 25%

TRUSTONOMICS
66%
are more concerned with
attracting a big audience
than reporting
Attracting  
large audiences
65%
sacrifice accuracy to be
the first to break a story
Breaking 
News
59%
support an ideology vs.
informing the public
Politics
Skeptical about 
News
organisations
Percent who agree that news 
organisations are overly focused on…

TRUSTONOMICS
Countries of origin
Sectors
Most Trusted
Canada
Switzerland
Sweden
Least Trusted
Mexico
India
Brazil
Biggest Y-to-Y changes
Food and beverages
Automotive
CPG
Biggest Y-to-Y changes
U.S.
U.K.
Sweden
68%
66%
65%
32%
32%
34%
-5
-4
-3
-4
-4
-3
Tech trusted … Finance & CPG could do better
Precent trust in companies by industry sector and by their country of origin, and change from 2017-2018
Most Trusted
Technology
Education
Professional services
Least Trusted
Financial services
CPG
Automotive
75%
70%
68%
54%
60%
62%

TRUSTONOMICS
Global Reptrak 100
The largest normative database on corporate
reputation in the world
203,000
Individual ratings
140+
Nominated companies
Informed General Public
Somewhat or very familiar with
company evaluated
2 months
January - February 2018

TRUSTONOMICS
Think
Gauging reputation: Reptrak
Reptrak dimensions  
Cognitive Consideration
Feel
Reptrak Pulse
Emotional Connection
Do
Behavioral intentions. 
Reputation Outcome
Products & Services
Innovation
Workplace
Leadership
Governance
Citizenship
Performance
Purchase
Advocate for
Accept
Invest in
Defend
Work for

TRUSTONOMICS
Trendline in
Global RepTrak
100
60
2013
2014
2015
2016
2017
2018
2018 is the first year of significant reputation
decline since the end of the Great Recession.
62
64
66
68
70
72
74

TRUSTONOMICS
15% 
Governance
10.8% 
Workplace
14.1% 
Citizenship
12.5% 
Leadership
12.0% 
Performance
Quality products
drive reputation
•Trust Factors include:
•Governance
•Citizenship
•Workplace
21,6% 
Products/ 
Services
13.1% 
Innovation

TRUSTONOMICS
What is driving social
media discussions
15% 
Governance
10.8% 
Workplace
14.1% 
Citizenship
12.5% 
Leadership
12.0% 
Performance
21,6% 
Products/ 
Services
13.1% 
Innovation
• Products & Services
• Governance
• Citizenship
• Innovation

TRUSTONOMICS
RT 10 global companies have a stronger
reputation among Millennials and the gap
vs. Non Millennials is growing.
Non-
Millennials
76.7
Millennials
78
+1.3
Millennials = 18-34 ; Non-millennials 36-54
Reputation Gap RT10: Millennials
vs. Non-Millennials
2016 2017 2018
0.1
0.9
1.3
Millennials drive
reputation lift

TRUSTONOMICS
2018GlobalReprakTop10companies
RANK HOME 2018 SCORE
1 Switzerland 79.3
2 Denmark 77.9
3 United States 77.7
4 Japan 77.4
6 Japan 77.3
7 Germany 76.6
8 Germany 76.4
9 Germany 76.1
• The top 10 companies
remain largely stable. 
• Rolex is still top but no
longer excellent.  
• The two new companies
made the top 10: BMW
Group and Microsoft.
• Google Jumped two
places from last year.
Walt Disney Company
dropped two places.
• Intel and Rolls-Royce
fell out of the top 10
Top 10

TRUSTONOMICS
70.4% 
Governance
 
Workplace
70.1% 
Citizenship
 
Leadership
 
Performance
70.7% 
Products/ 
Services
 
Innovation
Global 2018 dimension Scores
for the LEGO Group
• Remains in 2nd place for 2 years in a row
• Strong scores in the three dimensions
• Only company to have strong score in
both governance & citizenship

THE JOURNALIST SURVEY
© MYNEWSDESK 2017
Product and Purpose alignment
• Planet Promise - positive impact - earns trust
• Starts replacing the source material to make plastic
• Product alignment with values on societal
contribution and business transparency
The first LEGOs made from
plant-based plastic will be
released in 2018
TRUSTONOMICS

TRUSTONOMICS
• Education v Inspiration
• Hashtags
• Promoting Lego Life
• Interactive Ads
Lego’s evolving
social story

TRUSTONOMICS
The rise of the
micro influencer
• 0 - 10,000 followers?
• 10,000 - 50,000 followers?
• 100,000 followers?
• Due you want to work with
high follower numbers or
high engagement?

TRUSTONOMICS
of micro-influencers
84%
charge less than
$250 per branded
Instagram post and
charge less than $500
97%
87%
charge less than
$500 per branded
blog post and
charge less than $1,000
96%
90%
charge less than
$250 per branded
Facebook post and
97%
83%
charge less than
$150 per branded
Twitter post and
96%

TRUSTONOMICS
Working with  
Micro Influencers
Authenticity
Care more about their community than cash
Use their personality to inspire and communicate
Niche
Subjects they cover
Areas of expertise
Audience
Who are they?
Do they align with you?
Where are they located?
Content
What are they sharing?
Does it fit with your brand?
Give creative control

Trust is like the air we
breathe – when it’s present,
nobody really notices, when
it’s absent everybody notices.
I learned to go into business
only with people whom I like,
trust and admire.
- Warren Buﬀet
TRUSTONOMICS

Trustonomics

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