Building trust across the digital landscape

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  • We need to best listening and asking the right questions
  • Building trust across the digital landscape

    1. 1. October 22nd, 2009<br />remarkability: Pestmaster Services<br /> Emerge Interactive <br />Building trust across the digital landscape<br />
    2. 2. In the wake of the financial market meltdown at the end of 2008, we have gone through a series of corporate crises during 2010 — from oil spills to product recalls. The result is a profound shift in the expectation of companies to operate with increased transparency and in a manner that delivers profit while improving society. The CEO of Pepsico, IndraNooyi, summed this up in one simple phrase — “Performance with Purpose.”<br />
    3. 3. Who’s the most trusted person in your life?<br />Why?<br />
    4. 4. Who’s the least trusted person in your life?<br />Why?<br />
    5. 5. Market Trust<br />
    6. 6. How do we define Trust?<br />Intent<br />Results<br />Integrity<br />Capabilities<br />{<br />{<br />Character<br />Competence<br />
    7. 7. The 4 levels of Trust<br />Trust…<br /><ul><li>Credibility
    8. 8. Alignment
    9. 9. Reputation
    10. 10. Contribution</li></li></ul><li>Edelman Trust Barometer <br />How much do you trust the following industries to do what is right?<br />
    11. 11. Edelman Trust Barometer <br />
    12. 12. Edelman Trust Barometer <br />How many times in general do you need to hear something about a specific company to believe that information is likely to be true?<br />
    13. 13. Edelman Trust Barometer <br />How important are these factors to corporate reputation?<br />
    14. 14. Today’s Media Landscape<br />Opportunities<br /><ul><li>Unparalleled possibilities
    15. 15. Remarkable customer experiences
    16. 16. Integrated communication</li></ul>Challenges<br /><ul><li>Information overload
    17. 17. Unfulfilled customer expectations
    18. 18. Vague and inconsistent messaging </li></li></ul><li>People are speaking volumes!<br />
    19. 19. Trust can be won or lost anywhere!<br />
    20. 20. Traditional Communications Funnel <br />
    21. 21. Rethinking Communications<br />
    22. 22. The approach to building online Trust<br />Business needs and wants<br />Audience needs and wants <br />Technical feasibility and scalability<br />The sweet spot: The foundation for remarkable user experiencesand results<br />
    23. 23. The Formula <br />Traditional Performance Formula:<br />Strategy x Execution = Results<br />Trust Performance Formula: <br />(Strategy x Execution)Trust Multiplier = Results<br /> Digital Execution =<br />Content + Information Architecture + Visual Design + Interactivity + Functionality<br />
    24. 24. Building Trust In the Digital Landscape<br />Content<br />Visual Design<br />Functionality<br />Information Architecture<br />Interactivity<br />
    25. 25. 5 common mistakes<br /><ul><li>Brand position is inconsistent with the company’s actions (i.e. counterfeit behavior)
    26. 26. Experience is focused on selling instead of serving the user
    27. 27. No clear competitive differentiation
    28. 28. Experience falls short after the introduction (i.e. Home Page, Facebook Tab, etc…)
    29. 29. Inconsistent experiences across channels </li></li></ul><li>Example: Intel.com<br />
    30. 30. Example: Intel.com<br />
    31. 31. Example: Intel.com<br />
    32. 32. Example: Sims 3 console launch campaign<br />
    33. 33. Example: Finance<br />
    34. 34. Example: Finance<br />
    35. 35. Tool: Understanding our audience <br />“I live my life according to my values. My husband and I encourage our children to be active in our community.”<br /><ul><li>Propensity to trust
    36. 36. Challenge
    37. 37. Technology orientation
    38. 38. Behaviors
    39. 39. Pain points
    40. 40. Key improvements to [Your Digital Experience]
    41. 41. Scenario [How will the experience meet Louise’s needs and communicate the message]</li></ul>Louise Hoffman<br />Age: 42<br />Marital Status: married, has 10-year-old son and 13 year-old daughter<br />Education: BA in Liberal Arts<br />Location: Des Moines, Iowa<br />Job: Senior Legal Assistant for Brown, Winick, & Bakerville P.L.C<br />
    42. 42. Tool: Audience Prioritization<br />√I want this! I need this!<br />√I would use this once in a while.<br />xI don’t need this. I don’t want this.<br />
    43. 43. Tool: Schematics<br />
    44. 44. The Result<br />We are all agents of trust and have the power to change the marketplace.<br />Trust cuts through the noise and clutter allowing us to reach our audiences.<br />Trust is essential for sustainable success.<br />
    45. 45. Emerge Interactive<br />930 NW 14th Ave, Suite 280<br />Portland, OR 97209<br />503-922-3483<br />Thank You!<br />www.emergeinteractive.com<br />

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