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Rebuilding Trust: Validate users by starting where they are at Confab 2019

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Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves.

Let’s do better: Exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands.

Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers.
Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience.
Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan.

Presented at Confab 2019, #confab2019, by Margot Bloomstein on April 25, 2019, in lovely Minneapolis.

Publié dans : Business
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Rebuilding Trust: Validate users by starting where they are at Confab 2019

  1. Margot Bloomstein / @mbloomstein Confab April 25, 2019 #Confab2019 Rebuilding trust: Validate users by starting where they are Margot Bloomstein • @mbloomstein • Confab • April 25, 2019 • #Confab2019
  2. 2 • #Confab2019 • @mbloomstein L – R: © Jessie Braham White, Jacob Grimm, Wilhelm Grimm, Edmond W. Rickett, and Charles Buckles Falls; © R. Anning Bell; © Joseph Jacobs and John Dickson Batten
  3. 3 • #Confab2019 • @mbloomstein
  4. 4 • #Confab2019 • @mbloomstein
  5. What do we look for in magic mirrors? ©Cayuga Productions and CBS
  6. 7 • #Confab2019 • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 7 • #Confab2019 • @mbloomstein
  7. 8 • #Confab2019 • @mbloomstein8 • #Confab2019 • @mbloomstein Internal truths trump external facts
  8. 9 • #Confab2019 • @mbloomstein This is our problem now. 9 • #Confab2019 • @mbloomstein
  9. ©CBS
  10. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  11. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  12. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  13. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
  14. Inconsistency erodes our ability to evaluate and trust. 15 • #Confab2019 • @mbloomstein
  15. 16 • #Confab2019 • @mbloomstein
  16. 17 • #Confab2019 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
  17. We can literally walk through life in cynicism 18 • #Confab2019 • @mbloomstein
  18. We can literally walk through life in cynicism— or we can stride with purpose and confidence toward hope 19 • #Confab2019 • @mbloomstein
  19. Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
  20. 21 • #Confab2019 • @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
  21. 22 • #Confab2019 • @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
  22. 23 • #Confab2019 • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 23 • #Confab2019 • @mbloomstein
  23. 24 • #Confab2019 • @mbloomstein Affirmation mirrors feelings to maintain stasis. Validation acknowledges experiences to foster growth. 24 • #Confab2019 • @mbloomstein
  24. 25 • #Confab2019 • @mbloomstein expertise
  25. 26 • #Confab2019 • @mbloomstein expertise → homophily
  26. 27 • #Confab2019 • @mbloomstein expertise → homophily → narcissism
  27. 28 • #Confab2019 • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
  28. 29 • #Confab2019 • @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
  29. 30 • #Confab2019 • @mbloomstein Only 40% of Americans say they have a “great deal of confidence” in science. Source: AP-NORC Center study Confidence in Institutions: Trends in Americans’Attitudes toward Government, Media, and Business
  30. (cc) xkcd, riffing on xkcd.com/208
  31. 32 • #Confab2019 • @mbloomstein Inconsistency undermines trust— externally and internally.
  32. “Feels right” empirical fact > 33 • #Confab2019 • @mbloomstein
  33. 34 • #Confab2019 • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
  34. 35 • #Confab2019 • @mbloomstein How we form our beliefs affects our reality more than what we already believe 35 • #Confab2019 • @mbloomstein
  35. 36 • #Confab2019 • @mbloomstein Cultural predisposition > confirmation bias 36 • #Confab2019 • @mbloomstein
  36. 37 • #Confab2019 • @mbloomstein Cultural predisposition > confirmation bias …and we can work with that. Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626. 37 • #Confab2019 • @mbloomstein
  37. 38 • #Confab2019 • @mbloomstein Cultural predisposition > confirmation bias Reflect the audience’s beliefs, offer resources to self-educate, and use their language. Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626. 38 • #Confab2019 • @mbloomstein
  38. 39 • #Confab2019 • @mbloomstein Empowerment reflects and rebuilds trust
  39. 40 • #Confab2019 • @mbloomstein Voice Volume Vulnerability
  40. 41 • #Confab2019 • @mbloomstein Voice
  41. 43 • #Confab2019 • @mbloomstein
  42. 44 • #Confab2019 • @mbloomstein
  43. 45 • #Confab2019 • @mbloomstein
  44. 46 • #Confab2019 • @mbloomstein “Confident and ready” “Informed enough to make good decisions”
  45. 47 • #Confab2019 • @mbloomstein Voice Volume
  46. 48 • #Confab2019 • @mbloomstein
  47. 49 • #Confab2019 • @mbloomstein
  48. 50 • #Confab2019 • @mbloomstein
  49. 51 • #Confab2019 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  50. 52 • #Confab2019 • @mbloomstein
  51. 53 • #Confab2019 • @mbloomstein
  52. 54 • #Confab2019 • @mbloomstein
  53. ©Yunghi Kim, Contact Press
  54. 56 • #Confab2019 • @mbloomstein Voice Volume Vulnerability
  55. COOK’S ILLUSTRATED EXAMPLE
  56. COOK’S ILLUSTRATED EXAMPLE
  57. 60 • #Confab2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  58. 61 • #Confab2019 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
  59. 62 • #Confab2019 • @mbloomstein A consistent and accessible voice, appropriate volume for the context, and humanizing vulnerability together empower users and regain their trust.
  60. 63 • #Confab2019 • @mbloomstein Do we live in a post-fact era?
  61. 64 • #Confab2019 • @mbloomstein Do we live in a post-fact era? When was the fact era?
  62. 65 • #Confab2019 • @mbloomstein ©CBS
  63. 66 • #Confab2019 • @mbloomstein Design won’t save the world— but it may make it more worth saving.
  64. 67 • #Confab2019 • @mbloomstein You’re okay. Where you are is okay. Now let’s move forward together.
  65. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.net/mbloomstein → TRUSTWORTHY BOOK COMING SOON  THANK YOU

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