“Credibility: the ultimate competitive advantage in a social media world”<br />Sean Branagan<br />- Director, Center for D...
“Credibility: the ultimate competitive advantage in a social media world”<br />Sean Branagan<br />@sean_branaganlinkedin/i...
Ok, Now it’s time to take a test<br />How often are you online?<br />What do you do online?<br />Who uses Social Media EVE...
So, what is credibility?<br />SIMPLE VERSION:<br />Believability + Expertise<br />LONGER VERSION:<br />It’s complicated… “...
Context and Personal Preference<br />Credibility level desired for…<br />Major breaking news: scale 1 2 3 4 5 6 7 8 9 10<b...
So, how is it different online?<br />Less cues, clues and ways to know if something is real<br />… and in some ways MORE d...
Website Credibility & Persuasion<br />SOURCE: B.H. Fogg, Stanford Web Credibility Project (2004), Stanford Persuasive Tech...
3 Social Media Credibility Elements<br />Site (see previous slide)<br />Information <br />quality, accuracy, clarity, curr...
Added Credibility in Social Media<br />Even more factors<br />Point of view<br />Novelty<br />Tone of writing<br />Attitud...
Social Media Credibility Level: LOW<br />'It's not about trustworthy at all. I like when people notice my question and ans...
But, Online Credibility Is Heating Up<br />Google – making changes in algorithm<br />Facebook – testing Social Commenting ...
Social Media Credibility Checklist<br /><ul><li> Build (or be part of) a credible blog or site
Follow the Stanford criteria
 Set a standard of writing that fits target
Accuracy, clarity, currency, spelling and grammar
 Set a voice/tone that fits target
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Credibility: the ultimate competitive advantage in a social media world

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A quick, starter presentation about what credibility is, what it is online and in social media

All kinds of people and businesses are online today trying to get attention, build audience and establish influence and leadership. And, we are all rating their credibility – rightly and wrongly -- based on our gut feeling, a rough sense from real-world indicators, and mostly what we SEE online.

This presentation will discuss concepts and guidelines to for presenting yourself and your organization in ways that are more genuine, authentic and appropriate for your objectives. We’ll talk about offline elements and how to use them in the online world. We’ll talk about serendipitous branding and the lucky opportunity that you can CREATE online. Together we will discuss how we already rate people and organizations online as credible or not … and we’ll review Stanford's 10 Online Credibility Criteria.

The presentation will also discuss some of the emerging things Facebook, Twitter and Google are doing to help us determine credibility, and you’ll be introduced to some new online Credware services.

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Credibility: the ultimate competitive advantage in a social media world

  1. 1. “Credibility: the ultimate competitive advantage in a social media world”<br />Sean Branagan<br />- Director, Center for Digital Media Entrepreneurship, Newhouse School at Syracuse University<br />- CEO and eVangelist, Digital Vertical Marketing<br />search + social + branding in complex vertical markets<br />
  2. 2. “Credibility: the ultimate competitive advantage in a social media world”<br />Sean Branagan<br />@sean_branaganlinkedin/in/seanbranagan1<br />www.seanbranagan.com (blog)<br />@digitalvertical<br />www.DigitalVertical.com<br />Session Hashtag: #smcred<br />SMACC Hashtag: #smacc2011<br />
  3. 3. Ok, Now it’s time to take a test<br />How often are you online?<br />What do you do online?<br />Who uses Social Media EVERYDAY?<br />How many tweet daily? <br />Do you have your own blog? How often do you post?<br />What other big online things do you do where you put yourself out there?<br />Who knows what’s happening in Libya right now?<br />Here’s what we’re going to do…<br />
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  17. 17. So, what is credibility?<br />SIMPLE VERSION:<br />Believability + Expertise<br />LONGER VERSION:<br />It’s complicated… “fair,” “objective,” “trustworthy,” “reliable”<br />Credibility is relative based on<br />situation and need = context<br />personal preference<br />
  18. 18. Context and Personal Preference<br />Credibility level desired for…<br />Major breaking news: scale 1 2 3 4 5 6 7 8 9 10<br />Entertainment info: scale 1 2 3 4 5 6 7 8 9 10<br />Buying consumer product<br />Low cost (candybar): scale 1 2 3 4 5 6 7 8 9 10<br />Medium (dinner out): scale 1 2 3 4 5 6 7 8 9 10<br />High (house or car): scale 1 2 3 4 5 6 7 8 9 10<br />Dating someone: scale 1 2 3 4 5 6 7 8 9 10<br />Medical procedure: scale 1 2 3 4 5 6 7 8 9 10<br />
  19. 19. So, how is it different online?<br />Less cues, clues and ways to know if something is real<br />… and in some ways MORE demands <br />
  20. 20. Website Credibility & Persuasion<br />SOURCE: B.H. Fogg, Stanford Web Credibility Project (2004), Stanford Persuasive Technology Lab <br />
  21. 21. 3 Social Media Credibility Elements<br />Site (see previous slide)<br />Information <br />quality, accuracy, clarity, currency, spelling and grammar, tone of writing, bias, usefulness<br />Person (author/blogger/reporter/source) <br />author's contact information, authority, expertise, affiliation, reputation, presence of the organization's address, type of source<br />
  22. 22. Added Credibility in Social Media<br />Even more factors<br />Point of view<br />Novelty<br />Tone of writing<br />Attitude<br />Personal elements<br />… and photos and videos make it real<br /> (adding some of the physical cues)<br />
  23. 23. Social Media Credibility Level: LOW<br />'It's not about trustworthy at all. I like when people notice my question and answer it, and in the end make me smile, cheer me up.' <br />So, the opportunity is HIGH<br />[Some] are motivated by bias, a lot motivated by hate, many just exhibiting ignorance of the topic, they have this air of immaturity. <br />'[the site is] trustworthy enough, since people by and large come here to have a good time, their intentions are good and they may be sarcastic but mean no harm.'<br />
  24. 24. But, Online Credibility Is Heating Up<br />Google – making changes in algorithm<br />Facebook – testing Social Commenting plug-in with “credibility score”<br />LinkedIn recommendations + new tools<br />E-Commerce sites are adding tools <br />to get rid of trolls and spammers …for more credible comments and recommendations<br />NEW “Credware” emerging…<br />News Filters like Digg and Reddit (popularity)<br />PLUS new ones like NewsCred and NewsTrust(cred)<br />New startups like Vouchboard.com and more!<br />
  25. 25. Social Media Credibility Checklist<br /><ul><li> Build (or be part of) a credible blog or site
  26. 26. Follow the Stanford criteria
  27. 27. Set a standard of writing that fits target
  28. 28. Accuracy, clarity, currency, spelling and grammar
  29. 29. Set a voice/tone that fits target
  30. 30. Biased? Useful? Attitude? Novelty? Personal references?
  31. 31. Add some personal info (profile and elsewhere)
  32. 32. Photos? References? Credentials? Contact info</li></li></ul><li>Short Social Media Credibility Checklist<br /><ul><li>Rate your blog or site and ADD credibility elements to it
  33. 33. Follow the Stanford criteria
  34. 34. ADD more personal info? (NOT TOO MUCH!! = creepy)
  35. 35. New Photos? References? Credentials? Contact info
  36. 36. Review past writing/posts and RESET a new standard of writing that fits target
  37. 37. What’s missing? What’s repeatable?
  38. 38. Review past writing/posts and RESET a voice/tone that fits target
  39. 39. Biased? Useful? Attitude? Novelty? Personal references? </li></li></ul><li>BE AUTHENTIC. BE REAL.<br />
  40. 40. TRY NOT TO BE TOO REAL.<br />
  41. 41. “Credibility: the ultimatecompetitive advantage in a social media world”<br />Sean Branagan<br />@sean_branaganlinkedin/in/seanbranagan1<br />www.seanbranagan.com (blog)<br />@digitalvertical<br />www.DigitalVertical.com<br />THANK YOU!<br />Session Hashtag: #smcred<br />SMACC Hashtag: #smacc2011<br />

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