Brand buying influence by roles http://www.slideshare.net/globalwebindex @TiffanyStJames
Shift in trust by roles Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck @TiffanyStJames
News arrives through twitter first How did you hear about the demise of MJ? Or Whitney? Jan 09: Hudson River Landing on twitter firstMedia outlets get average 15 RTsSource: Cambridge university 2012 @TiffanyStJames
Digital as delivery choice “Digital is not another channel, it is the delivery choice for this generation” Francis Maude, Minister for Cabinet OfficePhoto source: http://www.flickr.com/photos/cabinetoffice Intellect World-Class Public Services Conference 11 June 2012 Source: http://bit.ly/MaudeQ @TiffanyStJames
Engagement benefits• Connecting with like-minded individuals• Peer-to-peer recommendations• Stimulating the debate of your most interest• Engaging with people in their spaces• eCRM• Data collation• Product, proposal, policy testing• Informing business, brand, policy strategy Start small, innovate, collate leverage cases, present risk solutions
5 pillars of customer-centric digital solutionsPhoto source: http://gossinteractive.com @TiffanyStJames
10 Trust IndicatorsTransparency AwarenessClear motives Peer RecognitionCan tell if goal is to sell or to inform Confirmers RelatabilityClear when the goal is to help Consumer’s perspective Respects like a knowledgeable friendRelevanceDirectly on topic ExpertiseUnderstands and acknowledges needs Communicates authority Perceived as having essential valueFormat Fundamentals Relevant knowledge, advances consumer goalWon’t need to work to use the Choiceinformation Provides consumer choicesWon’t waste valuable time hunting for Respects consumer’s processwhat’s wanted/needed Differentiators FairnessAccuracy Provides info/ tools to evaluate pros, cons, risks Acknowledges areas working on improvingQuality of the infoCan be validated by other sources Exclusivity Offers something unique: tools, user experience Source: @TiffanyStJames http://advertiseonabout.com
5 ways to build trustInteract with customers as partnersAcknowledge and respect consumers’ processesSupport consumers after interactionDemonstrate an understanding that consumers’ lives changeBuild engagement by using every opportunity to solveconsumers’ large and small challenges Source: @TiffanyStJames http://advertiseonabout.com
Accessibility to good content • Make your content palatable, digestible and bite-sized • On multiple devices • Make it shareablePhoto source: http://www.daltonagency.com/?p=7836: • East to interact @TiffanyStJames
Your progress in customer-centric servicesFrom tomorrow:•Share the conversations, connections and insight from today•Look closely at your digital customer offer•Consider if you need more support in establishing online trust, data security•Are your Legal / IT / HR teams doing all they can to support this agenda?•Consider what do you need to do next @TiffanyStJames
Your communications should… Inform Inspire Engage Educate @TiffanyStJames
Resources• How to find your digital stakeholders: here• Media Landscape in Twitter 2012: here• The Democratic Society: here• GDS Less about identity more about trust: here• Consumer Trust report: here @TiffanyStJames
Thank you, let’s keep talking… Tiffany St James Social Media Strategist firstname.lastname@example.org This presentation is available to download at: http://slideshare.net/tiffanystjames @TiffanyStJames
Digital: • strategy • training programmes • social engagement • amplification
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