TRUST DRIVES TRANSACTIONS:A presentweetion for the time-starved
Internet Marketing Conference Vancouver
September 17, 2009
ERIC WEAVER
2
2:30 PM Sep 17 from PowerPoint
Excess hype, overshare, pokes, "how well do you know me" quizzes and stalkers. Why would I use this for biz? #annoying
3
2:30 PM Sep 17 from PowerPoint
Client ?’s: is this a fad? Do social mktg efforts actually work? The convo seems so shallow. Who's got time to manage all this? Srsly??
4
Let’s look at the business of promoting your business.less than a minute ago - Comment - Like
5
2:32 PM Sep 17 from PowerPoint
Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs.
6
2:33 PM Sep 17 from TwitterBerry
Our customers, however, have changed. Maybe a lot, LOLZ.
2:34 PM Sep 17 from PowerPoint
Where'd they go? Consumers fled to social netwks where they could connect w/like minds on interesting subjects, free from commercialism.
82:35 PM Sep 17 from PowerPoint
For marketers, social netwks looked like a smorgasbord of opportune audiences. OOH YUMMEH!
9
September 17 at 2:36pm - Comment - Like - See Wall-to-Wall
What’d we get? Same ol’ same ol’. “Look over here! A chance to WIN!” #yawn
10
2:38 PM Sep 17 from PowerPoint
Traditional ads in social netwks are like #amway salesmen showing up at a cocktail party. Not the right context, kids. #fail
11
2:39 PM Sep 17 from PowerPoint
The waning Outbound Voice: RT @TNSMedia Intelligence US ad spend plunges 14.2%; only online posts growth.
12
Four major cultural changes are killing the outbound voice and spurring dialogue.less than a minute ago - Comment - Like
13
2:42 PM Sep 17 from Edelman Trust Barometer
CHANGE #1: trust has fallen off a cliff. (RT @edelman)
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
15
CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information2:44 PM Sep 17 from PowerPoint
16
#SEARCH: people, products, info, media I care abt; #EXPRESSION via blogs, opinion sites, ratings; #SHARING what we like, or hateAbout a minute ago - Comment - Like
Generally, consumers don’t need advertising, marketing or PR (#TimeToRethink)2:46 PM Sep 17 from PowerPoint
17
MARKETERS
MEDIA
EMPLOYEES
CUSTOMERS
BLOGGERS
TRADE ORGS
ANALYSTS
INVESTORS
GOVERNMENT
CHANGE #3: the new cacophony.2:47 PM Sep 17 from culture
18
2:48 PM Sep 17 from PowerPoint
CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research. #remarkable
19
2:48 PM Sep 17 from 2009 Edelman Trust Barometer
Most credible ppl giving me company/product info? 47% believe in PEERS. 13% trust marketers. #wakeupcall #outboundvoice
20
2:49 PM Sep 17 from 2008 Edelman Trust Barometer
Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63% 25-34 share trust/distrust on the web.
21
2:49 PM Sep 17 from 2009 Edelman Trust Barometer
Trust drives preference: 91% choose to buy from companies they trust, 77% refuse the distrusted. Bottom line: TRUST DRIVES TRANSACTIONS.
22
2:50 PM Sep 17 from PowerPoint
Growing revenue not abt clever, elegant, loud. Not abt tools! Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT PPL TRUSTING YOU.
23
2:50 PM Sep 17 from Edelman Trust Barometer
How much more would u trust a company for taking action to increase communication and transparency? Positively impact consumers? #proof
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
25
2:51 PM Sep 17 from PowerPoint
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 stuff, a vision for sector/mkt, that others took a chance & benefitted, that ur ethical, easy, trustworthy.
2:52 PM Sep 17 from PowerPoint
EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make value sharing effortless.
26
2:53 PM Sep 17 from PowerPoint
Look for and target ur organization’s trust soft-spots. Rebuild trust there. Demonstrate. Be real. Take fodder from conspiracy theorists.
27
2:52 PM Sep 17 from PowerPoint
THOUGHT STARTERS, BLOGGING: CEO media/invstr relations; industry trends/insights; legislation impacts
28
2:53 PM Sep 17 from PowerPoint
THOUGHT STARTERS, TWITTER (here, now): crisis PR, timely insights, content alerts, community bldg, event notices
29
2:53 PM Sep 17 from PowerPoint
THOUGHT STARTERS, VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor
30
2:53 PM Sep 17 from PowerPoint
THOUGHT STARTERS, AUDIO: great for distracted learning, storytelling, conversational thought ldrship, testimonials, sensory experiences
31
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, WIKIS: great for event planning, product developing, crowdsourcing ideas, shared learnings, distributed wk-in-progress
32
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, WIDGETS/APPS: get your content into more places, allow engagement w/o leaving venue, aggregating valuable content
33
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing
34
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing
35
2:55 PM Sep 17 from PowerPoint
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.
36
2:56 PM Sep 17 from PowerPoint
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)
37
2:57 PM Sep 17 from PowerPoint
BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust.
2:57PM Sep 17 from PowerPoint
GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust.
38
2:57 PM Sep 17 from PowerPoint
Trust generated, money happened: blog, FB, YouTube to connect. Results: 2MM impressions, 2300 new accts, $4MM in new deposits. @YoungFreeAB
39
2:58 PM Sep 17 from PowerPoint
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?
40
2:59 PM Sep 17 from PowerPoint
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.
THANK YOUslides: slideshare.net/weavepresentweetion: @PeopleBuyTrustme: @weave company: tribalddb.ca