Intro' to Somatica Brand Trust Cube

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

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

Intro' to Somatica Brand Trust Cube

by Karl Havard on Oct 26, 2010

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Intro’ to Somatica Brand Trust Cube — Presentation Transcript