Overcoming the Trust Deficit


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My presentation at the United States Marine Corps Public Affairs Leadership Conference on Sept. 15, 2009 in Hampton, VA #usmc #marines

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Overcoming the Trust Deficit

  1. 1. Overcoming the Trust Deficit 2009 United States Marines Corps Public Affairs Leaders Conference Annual Conference, Virginia Beach Sept. 15, 2009 @EricSchwartzman Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
  2. 2. She Doesn’t Trust Us Anymore
  3. 3. My Background Academy Awards Star Wars 30th Anniversary Pussycat Dolls Salt Lake Olympics Britney Spears
  4. 4. Discoverability and Amplification Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media
  5. 5. WHAT I’LL COVER • Crowd Sourcing and Gov 2.0: The Good, The Bad and the Untrustworthy • Social Media Engagement in Practice: Leading by Listening and Learning • Could You Use Social Media to Ensure Your Sacrifices Aren’t in Vain?
  6. 6. Crowd Sourcing the Truth
  7. 7. Crowd Sourcing Customer Service
  8. 8. Crowd Sourcing Conferences
  9. 9. Crowd Sourcing Public Policy
  10. 10. Crowd Sourcing ROI
  11. 11. Crowd Sourcing Search Trends
  12. 12. Crowd Sourcing Related Searches
  13. 13. Crowd Sourcing Relevant Concepts
  14. 14. Crowd Souring National Interest
  15. 15. Gov 2.0 – IT Dashboard Source: US Federal Government
  16. 16. Gov 2.0 – Government as a Platform
  17. 17. Gov 2.0 - Sunlight is the Best Disinfectant Source: Dennis Collette
  18. 18. Gov 2.0 - Impact of Public Diplomacy Cairo Speech “Obama” Peak “Freedom” Peak
  19. 19. Collective Intelligence
  20. 20. Lies Spread Like Wildfire Online There is a danger, [Google CEO Eric] Schmidt exclaimed, of the Internet “becoming a cesspool... in a world of disinformation, which is the future,” he said, “brands are the solution. Brand affinity is hard wired and fundamental to the human condition – [they define] who you trust, and who you don’t.” Source: Huff Post
  21. 21. Wisdom of the Few
  22. 22. Penetrating Filters: Word of Mouth
  23. 23. Control vs. Credibility: Building Trust Camp LeJeune Video
  24. 24. Dealing with Attention Deficits
  25. 25. Writing Headlines for Clicks
  26. 26. Too Controversial to Blog? Source: Monsanto Blog
  27. 27. Unfiltered Conversations
  28. 28. Messaging through Sneeze Posts Source: Monsanto Blog
  29. 29. Blogger Relations
  30. 30. The Case for Engagement
  31. 31. Social Media – How it Works Opinion Source: Shel Holtz Mainstream News Media
  32. 32. Online Myths are Truth for Some People
  33. 33. Relationship Between Off vs. On Network Resources
  34. 34. Follow the Bread Crumbs ReTweeting Fake Tweets
  35. 35. Overarching Strategy
  36. 36. Your Job is Harder than Ever Before • Communicating at home online • User experience shapes reputation • Flash, PDFs, ambiguous UI or counterintuitive navigation • Positive user experience builds trust and confidence Photo by Spackletoe • Ease of use drives adoption Evolution of the Customer Experience
  37. 37. Good Idea search filter review share Source: Sit or Squat
  38. 38. Poor Execution Social Search User Ratings on Comments
  39. 39. Making Online News Scanable
  40. 40. UCLA Online Newsroom Column 1 Column 2 Column 3 Column 4 Main Nav by Topic Press Info Site Search Subscriptions Sub Nav for Media Secondary Emphasis Lead Story with Clickable Topics Hot Thumbnail Headline Primary Emphasis Logical Thumbnails in Sub Headline Path Index
  41. 41. Subscription Kiosks Subscripti on Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom.
  42. 42. Subscription Kiosks - RSS Clickabl e RSS Text and Icon Step One – Visitor clicks the RSS text or icon.
  43. 43. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Categor y Feed Sub Category Feed Generates Custom RSS Feed
  44. 44. Subscription Kiosks – One-Click Import Close Option One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw feed.
  45. 45. Subscription Kiosks – Email Alerts Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon.
  46. 46. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually impaired visitors Confirmation message
  47. 47. Subscription Kiosks – Email Authentication Links Email Sent from Online Newsroom Domain Unique URL Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain.
  48. 48. Subscription Kiosks – Email Category and Sub Categories
  49. 49. Subscription Kiosks - Sharing Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon.
  50. 50. Subscription Kiosks – Sharing via Social Networks Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Permalink Facebook CAPTCHA
  51. 51. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL
  52. 52. Experts Database Expert Database Search Results Expert Detail Page Sort By Option Paginated Results Searches “Area of Expertise” field (manually entered) Thumbnail Image Newsroom Links
  53. 53. Data Visualization Resource
  54. 54. Data Visualization Resource
  55. 55. Data Visualization - Embed Codes
  56. 56. Data Visualization - Beach Report Card
  57. 57. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer
  58. 58. Online Crisis Communications – Demand Spike
  59. 59. Social Distributed Problem Solving
  60. 60. PSNH Case Study: Process Detail
  61. 61. Process Overview Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Customers Service
  62. 62. PSNH Twitter Strategy Twitter ID & Password Twitpic Link Emailed Image & Subject Headline Posted on Twitpic Updates in Reverse Chronologi Twitpic Link & cal Order Caption
  63. 63. Scaling the Peer to Peer Universe Source: Cobalt123
  64. 64. Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer
  65. 65. Social Media Policy People Policy Process Technology
  66. 66. The Nuts and Bolts Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution
  67. 67. Provide Social Media Training Source: 2009 Digital Readiness Report
  68. 68. New Media Train Everyone
  69. 69. Facebook Privacy Settings
  70. 70. Facebook Privacy Settings
  71. 71. The War of Trust and Confidence
  72. 72. For Immediate Discovery • Old methods stopped working • Fewer news media opps to place • Reputations defined by conversations Photo by Juandazeng
  73. 73. The Policy Better Be Worth the Sacrifice
  74. 74. Bullies Pick on the Quiet Kids
  75. 75. Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail
  76. 76. Social Media: Insider Secrets
  77. 77. Social Media Training for Dads
  78. 78. Thank You
  79. 79. Contact Info (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast facebook.com/ericschwartzman Facebook ericschwartzman Friendfeed 3016595 Linkedin @ericschwartzman Twitter Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0