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Do you trust me now? Content in the age of social media

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Do you trust me now? Content in the age of social media

  1. 1. Do you trust me now? @rahelab www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Rahel Anne Bailie Content in the age of social media
  2. 2. Testing for trust is a continuous activity. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  3. 3. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  4. 4. I thought I was the only one who did this! www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  5. 5. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  6. 6. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  7. 7. Sorting through each sign, while driving, is cognitive overload. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  8. 8. Gamma waves help you tune in – literally, it seems. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  9. 9. Cells from two areas of the brain can literally tune into each other’s wavelength. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  10. 10. The cocktail party effect: the ability to focus by filtering out background noise. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  11. 11. Before you focus, you decide which conversation you will consider joining. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  12. 12. Social judgement: Do I trust you right now? Will I trust you later? Can I trust you ever? www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  13. 13. SOCIAL www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  14. 14. Social channels are many, and vary by audience. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  15. 15. Customers may claim they don’t care about social in a business context. They’re in denial. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  16. 16. Feelings of social acceptance or rejection works online as in real life. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  17. 17. Unless we’re creating content meant for social validation and social interaction, we’re not doing it right. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  18. 18. The Jones generation like anonymity and privacy. Millenials want social proof. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  19. 19. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Genres Persuasive Edutainment Instructional Support Entertainment Channels Marketing Pre-sales Sales and adoption Support and renewal Social Is your “social” really social?
  20. 20. Do you have an omnichannel approach? www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  21. 21. Get social business right: listen and analyse to gain insights. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  22. 22. Social media is often just another output channel. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  23. 23. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  24. 24. Social media is not the same as social business. One-way communication is not social. It’s advertising. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  25. 25. Social business is a state of mind, that happens in an organisation that has matured socially. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  26. 26. Everybody in the business should be a brand ambassador. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  27. 27. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  28. 28. Success is more complex than likes and follows. As are people. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  29. 29. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  30. 30. Not all social is created equal. Some things should stay private. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  31. 31. CONTENT www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  32. 32. Doing social goes back to Cluetrain basics, published in 1999. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  33. 33. Is our content fit for purpose? www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  34. 34. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  35. 35. Cross-device delivery is no longer an option. Just do it. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  36. 36. I wanted to share the note, not the entire folder! www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Corporate executive Fortune 500 executive
  37. 37. Platform: should it matter what device I use if I want to communicate with someone? www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  38. 38. Personalisation: it won’t happen without the right delivery infrastructure. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  39. 39. Ephemeral content: here, then gone. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  40. 40. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  41. 41. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  42. 42. Transitory content + ephemeral offers = stealth marketing. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  43. 43. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  44. 44. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  45. 45. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  46. 46. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  47. 47. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  48. 48. The social aspects we need to consider have grown exponentially. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  49. 49. Combining theories of focus + filter + tech + social = our practice. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  50. 50. TRUST www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  51. 51. Each transaction is a like a token trade. You can get more tokens, or forfeit all tokens in a single bad hand. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  52. 52. Multiple types of trust www.IntentionalDesign.ca What we trust © 2014 Intentional Design Inc. All rights reserved. Hard (tech) Soft (brand) How we trust Rational Emotional Length of interaction Transient interactions Long-term relationships
  53. 53. TRUST AND SOCIAL Design professionalism Detailed analysis Intent to trust Trusting activities Trusting relationship www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  54. 54. Our efforts can cause ill will when users feel like lab rats: manipulated through social experiments. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  55. 55. TRUST AND CONTENT www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  56. 56. Trust and design www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  57. 57. Do we deserve their trust? www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  58. 58. Thank you Resources used to inform this presentation can be found at http://intentionaldesign.ca/do-you-trust-me-now www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  59. 59. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  60. 60. Vancouver, BC, Canada / London, UK By telephone: UK +44 (0)7869 643 685 Canada +1.604.837.0034 Social media: rahelab By email: info@intentionaldesign.ca Mailing address: Provided upon request Speaking and workshops: bailie.com www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.

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