ACA Lost in Content (25-9-2018): No content without authenticity
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ACA Syposium Lost in Content - Edgard Eeckman states "Authenticity is not a matter of free choice, it is the only way". - www.edgardeeckman.be
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ACA Lost in Content (25-9-2018): No content without authenticity
- 1. NO CONTENT WITHOUT AUTHENTICITY Edgard Eeckman No content without authenticity
- 2. I WHAT IS AUTHENTICITY? Authentic = “Of undisputed origin or veracity; genuine” Concise Oxford English Dictionary Real – Honest – Uncorrupted – Veritable - Trustworthy Authenticity
- 3. I WHAT IS TRUST? “The expectation that others will act in one’s interest” Shore, 2007 Authenticity The “mean world” syndrome
- 4. I WHICH PROFESSION IS THE LEAST TRUSTWORTHY? Authenticity 1. Manager 2. Journalist 3. Politician 4. Teacher 5. Doctor 6. Professor 7. Judge 8. Scientist
- 5. I THE EROSION OF TRUST • Less trust in systems • Less trust in governments • Less trust in institutions • Less trust in science • Less trust in religions • Less trust in media “Trust famine” Authenticity Shore, 2007
- 6. I The MD Legitimate authority TodayBefore Egalitairian treatment THE PATIENT’S SATISFACTION & LOYALTY Authenticity
- 7. I TRENDS IN SOCIETY Authenticity Consumerism Egalitarianism Participation Decreasing trust in scientific knowledge Decreasing trust in authority Detraditionali- sation Decreasing trust in expertise & expert systems Consumer rights
- 8. I THE DANGER OF DISTANCE The faceless system People trust people more than systems Authenticity
- 9. I Being authentic is an opportunity! Authenticity Real – Honest – Uncorrupted – Veritable - Trustworthy
- 10. I WHY? Authenticity creates trust, empathy and emotion Authenticity creates a culture, it motivates, gives energy, inspires Authentocity creates loyalty Authenticity stimulates authenticity Imperfection is more credible Authenticity
- 11. I CHALLENGES • Make your brand human “Make your brand a hero” • Every contact with someone is a “proof point” • The “empowerment paradox” Authenticity McKean, 2005 - Wendt, 2001
- 12. I THE RISK OF NOT BEING AUTHENTIC People feel that you are not authentic Authenticity
- 14. I THE IDENTITY IS THE SOURCE Authentic content Communication
- 15. I GOAL? What is your goal? What is your key message? The essence Authenticity
- 16. I THE HOUSE OF COMMUNICATION Objectives, strategy, philosophy Comm: objectives, strategy, target groups, messages Action plan, timing, budget Action
- 17. I EFFECTIVE COMMUNICATION Reality/Identity Pursued image Existing image
- 18. I WHO ARE YOU? Authenticity Personality Communication Symbolism Behaviour Birkigt and Stadler, 1986 Your corporate identity
- 19. I You can not be a bit or sometimes authentic. Authenticity
- 20. I Identity Luxury Overestimation Underestimation Alarm IDENTITY VERSUS IMAGE IVA Tilburg + _ +_Image
- 21. I Authenticity can not be outsourced
- 23. I AUTHENTICITY THROUGH STORYTELLING • About people of flesh and blood • A recognisable emotion • Transcend the clichés • Honest – Honorable – Vulnerable Authenticity
- 25. I CONDITIONS • Think in the longer term • Never allow your thinking to be subdued • Dare to selfreflect • Dare to admit that you were wrong / that you made a mistake Authenticity
- 28. I AUTHENTICITY IS … It’s not a matter of free choice It’s the only way Authenticity
- 29. I THE DIGITAL “YEAR REPORTS” OF UZ BRUSSEL • http://jaarverslag2012.uzbrussel.be/ • http://jaarverslag2013.uzbrussel.be/ • http://jaarverslag2014.uzbrussel.be/ • http://jaarverslag2015.uzbrussel.be/ • http://www.echtemensen.be (jaarverslag 2016) • http://www.samenkrachtig.be (jaarverslag 2017) Edgard Eeckman edgard.eeckman@uzbrussel.be www.edgardeeckman.be Twitter @eeckman Authenticity
Editor's Notes
- To make a plea Not the best way, but the only way
- Waarachtigheid Waarheidsgetrouwheid
- Scandals, the less feeling of threatt, the less trust – bank crisis - No blind trust
- When people feel insecure, they feel the need to trust an authority figure
- = added value = way to distinguish yourself
- “Proof points” (McKean, 2005, p. 123): the relationship is put to the test and the more advantageous the result is for the patient, the stronger the trust in the doctor becomes. As McKean, analysing customer loyalty, states: “This degree of trust and loyalty remains dormant until it has been tested” (2005, p. 123). A bad patient experience undermines his trust. “Empowerment paradox” (Wendt, 2001): the discourse of patient empowerment may collide with a reality in which a patient is imprisoned in an uncluttered tangle of regulations.
- Perception is reality
- We are interdependent Beck’s risk society