TRUST DRIVES TRANSACTIONS:A presentweetion for the time-starved

Internet Marketing Conference Vancouver

September 17, 2009

ERIC WEAVER

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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

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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??

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

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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.

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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!

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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

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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

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2:39 PM Sep 17 from PowerPoint

The waning Outbound Voice: RT @TNSMedia Intelligence US ad spend plunges 14.2%; only online posts growth.

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

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2:42 PM Sep 17 from Edelman Trust Barometer

CHANGE #1: trust has fallen off a cliff. (RT @edelman)

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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

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CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information2:44 PM Sep 17 from PowerPoint

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#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

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MARKETERS

MEDIA

EMPLOYEES

CUSTOMERS

BLOGGERS

TRADE ORGS

ANALYSTS

INVESTORS

GOVERNMENT

CHANGE #3: the new cacophony.2:47 PM Sep 17 from culture

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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

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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

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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.

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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.

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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.

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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

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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

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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.

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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.

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2:52 PM Sep 17 from PowerPoint

THOUGHT STARTERS, BLOGGING: CEO media/invstr relations; industry trends/insights; legislation impacts

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2:53 PM Sep 17 from PowerPoint

THOUGHT STARTERS, TWITTER (here, now): crisis PR, timely insights, content alerts, community bldg, event notices

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2:53 PM Sep 17 from PowerPoint

THOUGHT STARTERS, VIDEO: great for intensive learning, how-to vids, personality pieces, company storytelling, humor

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2:53 PM Sep 17 from PowerPoint

THOUGHT STARTERS, AUDIO: great for distracted learning, storytelling, conversational thought ldrship, testimonials, sensory experiences

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2:54 PM Sep 17 from PowerPoint

THOUGHT STARTERS, WIKIS: great for event planning, product developing, crowdsourcing ideas, shared learnings, distributed wk-in-progress

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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

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2:54 PM Sep 17 from PowerPoint

THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing

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2:54 PM Sep 17 from PowerPoint

THOUGHT STARTERS, SOCIAL VENUES: brand awareness, community/CSR discussions, loyalty programs, consumer feedbk/trials/testing

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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.

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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)

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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.

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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

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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?

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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