How to Use Social Media to Build
Trust, Loyalty & Evangelists
Joanna Lord
VP of Growth Marketing
edSocial Media Summit
April, 2013

why does trust matter on the web?

trust is required in a decision.

trust is required in a share.

trust is required in a relationship.

we live in a relationship based economy...
…aka “loyalty.”

so how do you build trust?

back in the day trust meant…
• Sensationalism
• Contact info
• Model homes/tours
• Promises

then it meant...
• UVPs
• Logos
• Testimonials
• Reviews

now it means.
• Pictures
• Video
• Mission
• History

trust is about marketing your why.
Why?
How?
What?
Simon Sinek’s Ted Talk: http://bit.ly/dcDsbx

we need to rethink trust altogether.

so how can we set ourselves up to build trust via social?

Top 5 Tips for Building Up a Tribe
(aka get them to trust you, love you & evangelize you)

#1 : authenticity in the new black.

#1 : authenticity in the new black.
How to Stand Out? Try Authenticity : http://buswk.co/MJSHEC

#2 : engage those with the most to share.

#2 : engage those with the most to share.
enter your focus
favorite
tools:

#2 : engage those with the most to share.
enter your focus
see those like you
favorite
tools:

#2 : engage those with the most to share.
enter your focus
see those like you
filter by influence/following
favorite
tools:

#3: bring the wine to the party.

#3: bring the wine to the party.

#3: bring the wine to the party.

#3: bring the wine to the party.

#4: make the work fun.

#4: make the work fun.

#5: rethink your thank you.

#5: rethink your thank you.
10 Ways to Increase the ROI of Your Thank You Page: http://bit.ly/QgumaN

that seems like a lot...

well it is.

tips on how to make that work.
• hire someone full time.
• invite everyone to be a part of it.
• set up the tools.
• evangelize the goals.

so what does it mean to build loyalty?
Identify your authentic story,
identify people that will share it,
give them something valuable,
make it fun to support you &
thank them for it.
Over and over and over again.

Thank you!
Questions? Send them to @joannalord