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 knowme" quizzes and stalkers. Whywould I use this for biz?#annoying
3
2:30 PM Sep 17 from PowerPoint
Client ?’s: is this a fad? Do socialmktg e orts actually work? Theconvo seems so shallow. Who's gottime 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 $1TTmachine. Each niche = afull industry. We'rerewarded 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 netwkslooked like a smorgasbord ofopportune 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 fromPowerPoint
Traditional ads insocial netwks arelike #amwaysalesmen showingup at a cocktailparty. Not theright context,kids. #fail
11
2:39 PM Sep 17 fromPowerPoint
The waningOutbound Voice:RT @TNSMediaIntelligence US adspend plunges14.2%; only onlineposts 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 o a cli . (RT @edelman)
14
RT @edelman: “banks, automotives, media andinsurance 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-customizablemedia options, expectingfree 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, orhateAbout a minute ago - Comment - Like
Generally, consumers don’tneed advertising, marketingor PR (#TimeToRethink)
2:46 PM Sep 17 from PowerPoint
17
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 whenrisk is high, more choices to review, lesstime 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 2009Edelman Trust Barometer
Trust drives preference:91% choose to buy fromcompanies they trust,77% refuse thedistrusted. Bottom line:TRUST DRIVESTRANSACTIONS.
22
2:50 PM Sep 17 from PowerPoint
Growing revenue not abt clever, elegant, loud. Not abttools! 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 takingaction 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. Befound/referred. Don’t talk abt ur value, demonstrate it.
2:51 PM Sep 17 from PowerPoint
REPRESENT! Demonstrate u know ur stu , a vision forsector/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. Makevalue sharing e ortless.
26
2:53 PM Sep 17 from PowerPoint
Look for and target urorganization’s trust soft-spots. Rebuild trust there.Demonstrate. Be real. Takefodder from conspiracytheorists.
27
2:52 PM Sep 17 from PowerPoint
THOUGHT STARTERS, BLOGGING: CEO media/invstrrelations; 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, eventnotices
29
2:53 PM Sep 17 from PowerPoint
THOUGHT STARTERS, VIDEO: great for intensivelearning, how-to vids, personality pieces, companystorytelling, humor
30
2:53 PM Sep 17 from PowerPoint
THOUGHT STARTERS, AUDIO: great for distractedlearning, 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, sharedlearnings, distributed wk-in-progress
32
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, WIDGETS/APPS: get your contentinto more places, allow engagement w/o leavingvenue, aggregating valuable content
33
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, SOCIAL VENUES: brandawareness, community/CSR discussions, loyaltyprograms, consumer feedbk/trials/testing
34
2:54 PM Sep 17 from PowerPoint
THOUGHT STARTERS, SOCIAL VENUES: brandawareness, community/CSR discussions, loyaltyprograms, consumer feedbk/trials/testing
35
2:55 PM Sep 17 from PowerPoint
BLOGGER ENGAGEMENT: set up engagementguardrails. When a post is positive, do youcompliment, agree or ignore?
2:55 PM Sep 17 from PowerPoint
Negative posts: is it a rant, a joke or satire? Are therefactual errors to correct? Do you fix a bad customerexperience?
2:55 PM Sep 17 from PowerPoint
No matter what: be transparent, including links, bepositive/strong, spellcheck, think abt publicperception, and triage accordingly.
36
2:56 PM Sep 17 from PowerPoint
CONVERSATION MONITORING: fantastic insights intoconsumer mindset, sentiment, motivation, interestareas, 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 onsentiment, motivation, topic trending (Radian6,Sentimine, MotiveQuest)
37
2:57 PM Sep 17 from PowerPoint
BOOMERS = propriety. Trained in formalities, don’to end, guarded means safe, not so great with “random.”Suit & tie = trust.
2:57PM Sep 17 from PowerPoint
GENS X&Y = a nity. Formalities ignored, sharingmeans finding, tech is easy, random is life. Consideryour lens. Suit & tie = distrust.
38
2:57 PM Sep 17 from PowerPoint
Trust generated, money happened: blog, FB, YouTube toconnect. 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. Googlegave 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-starvedcreatures trying to get our day back, rather than beingshallow. Sharing = finding lk minds.
2:58 PM Sep 17 from PowerPoint
“One more thing for marketers to do”? More likeengaging your market where they prefer to be. How’dthat last trade show budget work out?
40
2:59 PM Sep 17 from PowerPoint
RECAP: Rethink your entire marketing approach from aprospective of trust and with a wider lens.
2:59 PM Sep 17 from PowerPoint
Build trust by being found, demonstrating yourknowledge, your vision and your trustworthiness.
2:59 PM Sep 17 from PowerPoint
Finally, use social marketing to leverage the EXISTINGTRUST already established between peers, rather thanbuying new trust.
THANK YOU
slides: slideshare.net/weavepresentweetion: @PeopleBuyTrustme: @weavecompany: tribalddb.ca
