• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Intro' to Somatica Brand Trust Cube

on

  • 1,307 views

This is an introduction to Somatica's Brand Trust Cube. It's a framework for helping brands and businesses to assess their position online and across the social web.

This is an introduction to Somatica's Brand Trust Cube. It's a framework for helping brands and businesses to assess their position online and across the social web.

Statistics

Views

Total Views
1,307
Views on SlideShare
1,248
Embed Views
59

Actions

Likes
0
Downloads
22
Comments
0

1 Embed 59

http://www.somatica.co.uk 59

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />

Intro' to Somatica Brand Trust Cube Intro' to Somatica Brand Trust Cube Presentation Transcript

  • Consumer Brand Trust (An introduction) A Framework for Your Brand by Karl Havard @KarlHavard on http://www.somatica.co.uk
  • Assumption Building trust between brand and consumer stimulates positive word of mouth (advocacy) and in turn enhances your business • Increasing brand awareness • Enhancing brand reputation • Increasing overall brand “chat” • Increases conversions http://www.somatica.co.uk
  • 4 Key Criteria to Assess Trust Levels http://www.somatica.co.uk
  • 4 Key Criteria to Assess Trust Levels • Quality of your offering • Or the perception of consumers http://www.somatica.co.uk
  • 4 Key Criteria to Assess Trust Levels • Quality of your offering • Or the perception of consumers • Level of Brand Accessibility • How easy is it for people to find/reach you? http://www.somatica.co.uk
  • 4 Key Criteria to Assess Trust Levels • Quality of your offering • Or the perception of consumers • Level of Brand Accessibility • How easy is it for people to find/reach you? • Quality of your interaction • The art of conversation online http://www.somatica.co.uk
  • 4 Key Criteria to Assess Trust Levels • Quality of your offering • Or the perception of consumers • Level of Brand Accessibility • How easy is it for people to find/reach you? • Quality of your interaction • The art of conversation online • Transparency • Invite feedback? Receptive to it? Take action? http://www.somatica.co.uk
  • Where to look A place where... • There are no rules • There’s no control • There’s no escape • Where it gets personal • Where millions of people share their existence online http://www.somatica.co.uk
  • Where to look A place where... • There are no rules • There’s no control • There’s no escape • Where it gets personal • Where millions of people share their existence online http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube Intellectual Property of Somatica Digital Ltd http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube Intellectual Property of Somatica Digital Ltd Quality of Offering http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube il ity b s si c ce A Intellectual Property of Somatica Digital Ltd Quality of Offering http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube il ity b s si c ce A Quality of Interaction Intellectual Property of Somatica Digital Ltd Quality of Offering http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube Total Trust il ity b s si c ce A 7 8 3 4 Quality of Interaction 5 6 1 2 Intellectual Property of Somatica Digital Ltd Quality of Offering http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube Total Trust il ity b s si c ce A 7 8 8. Star 3 7. Defender 4 6. Quiet Type Quality of Interaction 5. Sitting Duck 4. Selective 5 6 3. Developer 1 2 2. Secret Society 1. Lifeless Intellectual Property of Somatica Digital Ltd Quality of Offering http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube Total Trust il ity b s si c ce A 7 8 8. Star 3 7. Defender 4 6. Quiet Type cy Quality of Interaction re n 5. Sitting Duck a 4. Selective 5 n sp 6 ra 3. Developer 1 T 2 2. Secret Society 1. Lifeless Intellectual Property of Somatica Digital Ltd Quality of Offering http://www.somatica.co.uk
  • A Framework Somatica Brand Trust Cube Total Trust il ity b s si c ce A 7 8 8. Star 3 7. Defender 4 6. Quiet Type cy Quality of Interaction re n 5. Sitting Duck a 4. Selective 5 n sp 6 ra 3. Developer 1 T 2 2. Secret Society 1. Lifeless Intellectual Property of Somatica Digital Ltd Quality of Offering It’s relative to your aspirations! http://www.somatica.co.uk
  • 1. Lifeless Characteristics: • Poor quality of offering • Very difficult to find online • Doesn’t interact The last thing they should worry about is their social web strategy! http://www.somatica.co.uk
  • 2. Secret Society Characteristics: • Great quality of offering • Very difficult to find online • Doesn’t interact They do really good stuff, but don’t make themselves available and very rarely interact. • This may be through choice, or it may not. http://www.somatica.co.uk
  • 3. Developer Characteristics: • Poor quality of offering • Very difficult to find online • Interacts really well One step up from “Lifeless” by actively engaging with a select few people. Most probably to research the market to enhance their offering or reputation. http://www.somatica.co.uk
  • 4. Selective Characteristics: • Great quality of offering • Very difficult to reach online • Interacts really well Could even be called arrogant or even a celebrity. They offer great stuff and interact with a select few....but make themselves elusive. • This is most probably by design http://www.somatica.co.uk
  • 5. Sitting Duck Characteristics: • Poor quality of offering • Easy to find online • Doesn’t interact Oh dear! This is a brand with a poor offering, which is making it easy for people to let others know, but is unsure of how to deal with it. • They need some good crisis management first http://www.somatica.co.uk
  • 6.Quiet Type Characteristics: • Great quality of offering • Easy to find online • Doesn’t interact Working out how to effectively engage could really enhance what may already be a great position. • Learning to listen and converse could work wonders! http://www.somatica.co.uk
  • 7.Defender Characteristics: • Poor quality of offering • Easy to find online • Good interaction A bit like a fireman...constantly reacting to negative sentiment. Needs to fix their offering first, otherwise social expansion could create more opportunities for further negativity. http://www.somatica.co.uk
  • 8. Star Characteristics: • Great quality of offering • Easy to find online • Good interaction A brand that offers great stuff; makes it easy for people to reach them; listens and engages. The perfect scenario. • A position of trust has been reached between brand and consumer, and advocacy is viral. http://www.somatica.co.uk
  • The Poison Arrow http://www.somatica.co.uk
  • The Poison Arrow Transparency http://www.somatica.co.uk
  • The Poison Arrow Transparency • This can shoot a hole through all the best plans http://www.somatica.co.uk
  • The Poison Arrow Transparency • This can shoot a hole through all the best plans • It will detrimentally affect the perception of your quality of offering http://www.somatica.co.uk
  • The Poison Arrow Transparency • This can shoot a hole through all the best plans • It will detrimentally affect the perception of your quality of offering • Setting expectations of one thing, but doing another can set back in seconds what has taken years to build. http://www.somatica.co.uk
  • Brand Trust Profile 25% 50% 75% 100% 32% Reach 71% Awareness 64% Social Presence 57% Popularity Interest 22% Frequency 9% Freshness 12% Influence 14% Sentiment Source 76% Advocacy 37% Transparency 23% 33% Immediately shows strengths and weaknesses, and hence where to focus your efforts http://www.somatica.co.uk
  • Brand Trust Profile 25 50% { 32 Accessibility Reach 6 Awareness Social Presence 57% { Popularity 22 Interest 9 Quality of Interaction Frequency Freshness 12 Influence 14 { Sentiment Source Quality of Offering Advocacy 37% Transparency 23 33 w A rro n o iso P http://www.somatica.co.uk
  • Somatica Brand Trust Cube Total Trust il ity b s si c ce A 7 8 8. Star 7. Defender 3 4 6. Quiet Type cy Quality of Interaction n 5. Sitting Duck a re sp 4. Selective 5 n 6 ra 3. Developer 1 T 2 2. Secret Society 1. Lifeless Intellectual Property of Somatica Digital Ltd. Quality of Offering http://www.somatica.co.uk
  • Consumer Brand Trust (An introduction) A Framework for Your Brand by Karl Havard @KarlHavard on Get in touch to find out more http://www.somatica.co.uk