Nobody Trusts You
   and how to change that

           Abi Jones
   Editrix, Heat Eat Review
March 25, 2009  My Birthday!
Agenda
 −A few things about me
 −How Heat Eat Review started
 −Nobody trusts you
 −How to get people to trust you




    ...
Abi Jones is…
• Information Architect
• Food Writer
• Married, without kids
• A Human Being
• Addicted to Twitter  @jones...
How Heat Eat Review started…




 http://flickr.com/photos/orinrobertjohn/500200103/




                                 ...
http://flickr.com/photos/willpalmer/142732994/




                                                 5
http://flickr.com/photos/atonal/125960941/



                                             6
7
http://flickr.com/photos/sin_agua/124945917/



                                               8
http://flickr.com/photos/drewleavy/3247357892/



                                                 9
http://flickr.com/photos/llemanie/1548293558/



                                                10
http://flickr.com/photos/stevedinn/215960399/




                                                11
http://icanhascheezburger.com/2007/10/22/dont-talk-to-me-i-hasnt-had-mah-coffee/




                                     ...
http://flickr.com/photos/transkamp/54371294/



                                               13
http://flickr.com/photos/matthewfield/2306001896/   14
Heat Eat Review is…
• A website with 3,000 unique visitors each weekday
• Featured in Real Simple Magazine, Washington Pos...
People Trust Heat Eat Review
I started following this chick on Twitter and found
her site, its pretty cool. She isn’t the ...
People Don’t Trust Heat Eat Review

“You are crazy.
You rate Smart Ones
macaroni and cheese
a 5 and this a 0?!?!?!”




ht...
Nobody listens to you.
“I am noticing a trend in my own social media behavior:
      Human face  take notice
      Corpor...
People don’t like your website either.




 http://twitter.com/hyrcan/status/1253802183




                              ...
Nobody Trusts You




                    20
How do you get people to trust you?
• Be genuine.



• Have a human face.



• Use the right social media tools for you an...
Be Genuine

“Trust, in social media,
 seems to blossom with
 humility and selflessness.”
                                 ...
Communicate Authentically
Social media provides new ways to connect and interact with
people; and it is a powerful and imp...
Have a Human Face




 http://amyskitchen.com/about_us/our_people.php




                                                ...
Use the Right Tools




  http://twitter.com/lkr/statuses/1136981019




                                               25
Takeaways on Gaining Trust
• Be Genuine.
   Transparency is essential. Lack of it will drive people away
  and make them t...
Nobody Trusts You
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Nobody Trusts You

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Are you prepared to implement a social media campaign to share information about your company’s food products
and their attributes? Social media is forecasted to be one of the hottest strategic trends for 2009. This session will
introduce you to the potential opportunities presented by social media, and enhance your ability to execute a
social media campaign. Through a discussion of case studies, you’ll discover the dos and don’ts of this new approach
to marketing.

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Nobody Trusts You

  1. 1. Nobody Trusts You and how to change that Abi Jones Editrix, Heat Eat Review March 25, 2009  My Birthday!
  2. 2. Agenda −A few things about me −How Heat Eat Review started −Nobody trusts you −How to get people to trust you 2
  3. 3. Abi Jones is… • Information Architect • Food Writer • Married, without kids • A Human Being • Addicted to Twitter  @jonesabi 3
  4. 4. How Heat Eat Review started… http://flickr.com/photos/orinrobertjohn/500200103/ 4
  5. 5. http://flickr.com/photos/willpalmer/142732994/ 5
  6. 6. http://flickr.com/photos/atonal/125960941/ 6
  7. 7. 7
  8. 8. http://flickr.com/photos/sin_agua/124945917/ 8
  9. 9. http://flickr.com/photos/drewleavy/3247357892/ 9
  10. 10. http://flickr.com/photos/llemanie/1548293558/ 10
  11. 11. http://flickr.com/photos/stevedinn/215960399/ 11
  12. 12. http://icanhascheezburger.com/2007/10/22/dont-talk-to-me-i-hasnt-had-mah-coffee/ 12
  13. 13. http://flickr.com/photos/transkamp/54371294/ 13
  14. 14. http://flickr.com/photos/matthewfield/2306001896/ 14
  15. 15. Heat Eat Review is… • A website with 3,000 unique visitors each weekday • Featured in Real Simple Magazine, Washington Post, Pittsburgh Post-Gazette and San Francisco Chronicle • Over 30 writers contributing over 600 product reviews from over 80 brands • Consistently in the top 3 Google results for products from Lean Cuisine, Smart Ones, Stouffer’s, Amy’s Kitchen, Marie Callender, Hungry-Man, Healthy Choice, Jimmy Dean, Banquet, Campbell’s and Claim Jumper 15
  16. 16. People Trust Heat Eat Review I started following this chick on Twitter and found her site, its pretty cool. She isn’t the only one who reviews frozen and instant meals so you get a very unbiased opinion on these frozen dinners. So next time your in the freezer section and your wondering if that’s gonna taste anywhere near as good as it looks on the box, look no further. http://jetgirl.wordpress.com/2009/02/25/huzzah/ 16
  17. 17. People Don’t Trust Heat Eat Review “You are crazy. You rate Smart Ones macaroni and cheese a 5 and this a 0?!?!?!” http://heateatreview.com/2007/08/01/celentano-eggplant-parmigiana/ 17
  18. 18. Nobody listens to you. “I am noticing a trend in my own social media behavior: Human face  take notice Corporate logo  ignore.” Dave Gray, Founder and Chairman of XPLANE http://twitter.com/davegray/status/1269719511 18
  19. 19. People don’t like your website either. http://twitter.com/hyrcan/status/1253802183 19
  20. 20. Nobody Trusts You 20
  21. 21. How do you get people to trust you? • Be genuine. • Have a human face. • Use the right social media tools for you and your company. 21
  22. 22. Be Genuine “Trust, in social media, seems to blossom with humility and selflessness.” Michael Coffey http://darmano.typepad.com/logic_emotion/2009/02/professional-prism-of-trust.html 22
  23. 23. Communicate Authentically Social media provides new ways to connect and interact with people; and it is a powerful and important tool. There are hundreds of dynamic applications that are improving the way we communicate, work and live. But, it is just as important that we stand back from time to time and focus as much on what we are saying as how we are saying it. In the end, whether it's snail mail, email or Facebook, my point is that it’s ultimately most important to communicate in a meaningful way. Don't just fall in love with the tool. Fall back in love with having real conversations. - Mark McKinnon http://www.thedailybeast.com/blogs-and-stories/2009-02-27/twitter-jumped-the-shark-this-week/full/ 23
  24. 24. Have a Human Face http://amyskitchen.com/about_us/our_people.php 24
  25. 25. Use the Right Tools http://twitter.com/lkr/statuses/1136981019 25
  26. 26. Takeaways on Gaining Trust • Be Genuine. Transparency is essential. Lack of it will drive people away and make them talk about you rather than with you. • Have a Human Face. Social media is interactive. It means conversation. Conversations go two ways, not just one way. • Use the Right Tools. One size does not fit all. Think about what you can support. 26

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