TRUST DRIVES TRANSACTIONS:
A presentweetion for the time-starved
Internet Marketing Conference Vancouver
September 17, 2009
ERIC WEAVER

Excess hype, overshare,
pokes, "how well do you know
me" quizzes and stalkers. Why
would I use this for biz?
#annoying
2:30 PM Sep 17 from PowerPoint
2

Client ?’s: is this a fad? Do social
mktg e orts actually work? The
convo seems so shallow. Who's got
time to manage all this? Srsly?
2:30 PM Sep 17 from PowerPoint
3

Let’s look at the business of
promoting your business.
less than a minute ago - Comment - Like
4

Outbound mktg is a $1TT
machine. Each niche = a
full industry. We're
rewarded for storytelling/
intrusion/repetition.
Unchanged in 150 yrs.
2:32 PM Sep 17 from PowerPoint
5

Our customers, however, have changed. Maybe a lot, LOLZ.
2:33 PM Sep 17 from TwitterBerry
6

Where'd they go? Consumers fled to social
netwks where they could connect w/like minds on
interesting subjects, free from commercialism.
2:34 PM Sep 17 from PowerPoint

For marketers, social netwks
looked like a smorgasbord of
opportune audiences.
OOH YUMMEH!
2:35 PM Sep 17 from PowerPoint
8

What’d we get? Same ol’ same ol’.
“Look over here! A chance to WIN!” #yawn
September 17 at 2:36pm - Comment - Like - See Wall-to-Wall
9

Traditional ads in
social netwks are
like #amway
salesmen showing
up at a cocktail
party. Not the
right context,
kids. #fail
2:38 PM Sep 17 from
PowerPoint
10

The waning
Outbound Voice:
RT @TNSMedia
Intelligence US ad
spend plunges
14.2%; only online
posts growth.
2:39 PM Sep 17 from
PowerPoint
11

Four major cultural changes are killing the
outbound voice and spurring dialogue.
less than a minute ago - Comment - Like
12

CHANGE #1: trust has fallen o a cli . (RT @edelman)
2:42 PM Sep 17 from Edelman Trust Barometer
13

RT @edelman: “banks, automotives, media and
insurance hit hardest in US.” Wonder abt
schools, cops, doctors (societal pillars)
2:43 PM Sep 17 from from Edelman Trust Barometer
14

CHANGE #2: time starvation,
micro-niche interests,
endlessly-customizable
media options, expecting
free information
2:44 PM Sep 17 from PowerPoint
15

#SEARCH: people, products,
info, media I care abt;
#EXPRESSION via blogs,
opinion sites, ratings;
#SHARING what we like, or
hate
About a minute ago - Comment - Like
Generally, consumers don’t
need advertising, marketing
or PR (#TimeToRethink)
2:46 PM Sep 17 from PowerPoint
16

CHANGE #3:
the new cacophony.
2:47 PM Sep 17 from culture
17

CHANGE #4: people turn to PEERS when
risk is high, more choices to review, less
time for research. #remarkable
2:48 PM Sep 17 from PowerPoint
18

Most credible ppl giving me company/product info?
47% believe in PEERS. 13% trust marketers.
#wakeupcall #outboundvoice
2:48 PM Sep 17 from 2009 Edelman Trust Barometer
19

Trust isn’t just influential, it’s widely shared. 56% age 35-64,
63% 25-34 share trust/distrust on the web.
2:49 PM Sep 17 from 2008 Edelman Trust Barometer
20

Trust drives preference:
91% choose to buy from
companies they trust,
77% refuse the
distrusted. Bottom line:
TRUST DRIVES
TRANSACTIONS.
2:49 PM Sep 17 from 2009
Edelman Trust Barometer
21

Growing revenue not abt clever, elegant, loud. Not abt
tools! Nor Ashton/Oprah. Not abt Social Media change.
IT’S ABT PPL TRUSTING YOU.
2:50 PM Sep 17 from PowerPoint
22

How much more would u trust a company for taking
action to increase communication and transparency?
Positively impact consumers? #proof
2:50 PM Sep 17 from Edelman Trust Barometer
23

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
24

MINIMIZE TRUST KILLERS: Don’t interrupt search. Be
found/referred. Don’t talk abt ur value, demonstrate it.
2:51 PM Sep 17 from PowerPoint
REPRESENT! Demonstrate u know ur stu , a vision for
sector/mkt, that others took a chance & benefitted,
that ur ethical, easy, trustworthy.
2:51 PM Sep 17 from PowerPoint
EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU.
Give customers a voice. Amplify their words. Make
value sharing e ortless.
2:52 PM Sep 17 from PowerPoint
25

Look for and target ur
organization’s trust soft-
spots. Rebuild trust there.
Demonstrate. Be real. Take
fodder from conspiracy
theorists.
2:53 PM Sep 17 from PowerPoint
26

THOUGHT STARTERS, BLOGGING: CEO media/invstr
relations; industry trends/insights; legislation impacts
2:52 PM Sep 17 from PowerPoint
27

THOUGHT STARTERS, TWITTER (here, now): crisis PR,
timely insights, content alerts, community bldg, event
notices
2:53 PM Sep 17 from PowerPoint
28

THOUGHT STARTERS, VIDEO: great for intensive
learning, how-to vids, personality pieces, company
storytelling, humor
2:53 PM Sep 17 from PowerPoint
29

THOUGHT STARTERS, AUDIO: great for distracted
learning, storytelling, conversational thought ldrship,
testimonials, sensory experiences
2:53 PM Sep 17 from PowerPoint
30

THOUGHT STARTERS, WIKIS: great for event planning,
product developing, crowdsourcing ideas, shared
learnings, distributed wk-in-progress
2:54 PM Sep 17 from PowerPoint
31

THOUGHT STARTERS, WIDGETS/APPS: get your content
into more places, allow engagement w/o leaving
venue, aggregating valuable content
2:54 PM Sep 17 from PowerPoint
32

THOUGHT STARTERS, SOCIAL VENUES: brand
awareness, community/CSR discussions, loyalty
programs, consumer feedbk/trials/testing
2:54 PM Sep 17 from PowerPoint
33

THOUGHT STARTERS, SOCIAL VENUES: brand
awareness, community/CSR discussions, loyalty
programs, consumer feedbk/trials/testing
2:54 PM Sep 17 from PowerPoint
34

BLOGGER ENGAGEMENT: set up engagement
guardrails. When a post is positive, do you
compliment, agree or ignore?
2:55 PM Sep 17 from PowerPoint
Negative posts: is it a rant, a joke or satire? Are there
factual errors to correct? Do you fix a bad customer
experience?
2:55 PM Sep 17 from PowerPoint
No matter what: be transparent, including links, be
positive/strong, spellcheck, think abt public
perception, and triage accordingly.
2:55 PM Sep 17 from PowerPoint
35

CONVERSATION MONITORING: fantastic insights into
consumer mindset, sentiment, motivation, interest
areas, 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 on
sentiment, motivation, topic trending (Radian6,
Sentimine, MotiveQuest)
2:56 PM Sep 17 from PowerPoint
36

BOOMERS = propriety. Trained in formalities, don’t
o end, guarded means safe, not so great with “random.”
Suit & tie = trust.
2:57 PM Sep 17 from PowerPoint
GENS X&Y = a nity. Formalities ignored, sharing
means finding, tech is easy, random is life. Consider
your lens. Suit & tie = distrust.
2:57PM Sep 17 from PowerPoint
37

Trust generated, money happened: blog, FB, YouTube to
connect. Results: 2MM impressions, 2300 new accts,
$4MM in new deposits. @YoungFreeAB
2:57 PM Sep 17 from PowerPoint
38

FINAL THOUGHTS: SocMed is SO NOT a fad. Google
gave 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-starved
creatures trying to get our day back, rather than being
shallow. Sharing = finding lk minds.
2:58 PM Sep 17 from PowerPoint
“One more thing for marketers to do”? More like
engaging your market where they prefer to be. How’d
that last trade show budget work out?
2:58 PM Sep 17 from PowerPoint
39

RECAP: Rethink your entire marketing approach from a
prospective of trust and with a wider lens.
2:59 PM Sep 17 from PowerPoint
Build trust by being found, demonstrating your
knowledge, your vision and your trustworthiness.
2:59 PM Sep 17 from PowerPoint
Finally, use social marketing to leverage the EXISTING
TRUST already established between peers, rather than
buying new trust.
2:59 PM Sep 17 from PowerPoint
40

THANK YOU
slides: slideshare.net/weave
presentweetion: @PeopleBuyTrust
me: @weave
company: tribalddb.ca