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www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Do you trust me now? 
@rahelab 
RahelAnne B...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Testing trust is a continuous activity.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
I thought I was the only one who did this!
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Certain functions use the same area of the ...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Counter-intuitively, some background visual...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Your brain filters out what you don’t need,...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Sorting through each sign, while driving, i...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Gamma waves help you tune in –literally, it...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Cells from two areas of the brain can liter...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
The cocktail party effect: the ability to f...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Before you focus, you decide which conversa...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Social judgement: Do I trust you right now?...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
SOCIAL
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Social channels are many, and vary by audie...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Customers may claim they don’t care about s...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Feelings of social acceptance or rejection ...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Unless we’re creating content meant for soc...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Genres 
Persuasive 
Edutainment 
Instructio...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Do you have an omnichannelapproach?
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Get social business right: listen and analy...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Social media is often just another output c...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Social media is not the same as social busi...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Social business is a state of mind, that ha...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Everybody in the businessshould be a brand ...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
©Facebook AnalogResearch Lab,https://www.fa...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Success is more complex than likes and foll...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Not all social is created equal. Some thing...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
CONTENT
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Users? Consumers? Or a party in our convers...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Doing social goes back to Cluetrainbasics, ...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Is our content fit for purpose?
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Cross-device delivery is no longer an optio...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Where there is sharing across devices, thin...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Platform: should it matter what device I us...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Personalisation: it won’t happen without th...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Ephemeral content: here, then gone.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Transitory content + ephemeral offers = ste...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Transitory content can create pressure –or ...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
The social aspects we need to consider have...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Combining theories of focus + filter + tech...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
TRUST
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Each transaction is a like a token trade. Y...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Multiple types of trust 
What we trust 
Har...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
TRUST AND SOCIAL 
Design professionalism 
D...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Our efforts can cause ill will when users f...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
TRUST AND CONTENT
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Trust and design
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Trust and user experience
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Do we deserve their trust?
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Thank youResources used to inform this pres...
www.IntentionalDesign.ca 
© 2014 Intentional Design Inc. All rights reserved. 
Vancouver, BC, Canada / London, UK 
By tele...
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Do you trust me now?: Content in the age of social media

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Trust. Companies want it; consumers are cautious with it; and its role in social business is significant. Social media, social business, social collaboration - these are all aspects of digital maturity within an organisation, and increasing important in a hyper-networked society. The connection points have become numerous, and the expectation ubiquitous. Organisations have embraced social media, and to a lesser extent, social business. Occasionally it has led to great success, sometimes less so, and often the bumps and scars that are part of a maturing discipline. Along the way, consumers have matured, as well. The tell-tale signs that lead a consumer to build trust, or mistrust, are also changing. What doesn’t change is the underlying principle of trust, and the role it plays in interactions between companies and customers.
 
What happens when social business confronts multiple engagement channels, particularly the areas traditionally protected from public exposure? Can the collision create a lucrative combination, like peanut butter and chocolate? Or is social and business content closer to chalk and cheese? Perhaps the answer is neither to assume a dichotomy nor throw ourselves into it, but to go boldly, with the occasional backwards glance over our shoulders.

Published in: Social Media
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Do you trust me now?: Content in the age of social media

  1. 1. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Do you trust me now? @rahelab RahelAnne Bailie Content in the age of social media Twitter: rahelab
  2. 2. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Testing trust is a continuous activity.
  3. 3. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  4. 4. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. I thought I was the only one who did this!
  5. 5. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Certain functions use the same area of the brain. Chewing gum and driving is ok, but texting and driving isn’t.
  6. 6. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Counter-intuitively, some background visual noise may help concentration.
  7. 7. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  8. 8. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  9. 9. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Your brain filters out what you don’t need, so you can pay attention to what you do need.
  10. 10. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Sorting through each sign, while driving, is cognitive overload.
  11. 11. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Gamma waves help you tune in –literally, it seems.
  12. 12. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Cells from two areas of the brain can literally tune into each other’s wavelength.
  13. 13. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. The cocktail party effect: the ability to focus by filtering out background noise.
  14. 14. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Before you focus, you decide which conversation you will consider joining.
  15. 15. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Social judgement: Do I trust you right now? Will I trust you later? Can I trust you ever?
  16. 16. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. SOCIAL
  17. 17. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Social channels are many, and vary by audience.
  18. 18. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Customers may claim they don’t care about social in a business context. They’re in denial.
  19. 19. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Feelings of social acceptance or rejection works online as in real life.
  20. 20. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Unless we’re creating content meant for social validationand social interaction, we’re not doing it right.
  21. 21. 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?
  22. 22. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Do you have an omnichannelapproach?
  23. 23. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Get social business right: listen and analyse to gain insights.
  24. 24. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Social media is often just another output channel.
  25. 25. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  26. 26. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Social media is not the same as social business. One-way communication is not social. It’s advertising.
  27. 27. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Social business is a state of mind, that happens in an organisation that has matured socially.
  28. 28. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Everybody in the businessshould be a brand ambassador.
  29. 29. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. ©Facebook AnalogResearch Lab,https://www.facebook.com/analoglab
  30. 30. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Success is more complex than likes and follows. As are people.
  31. 31. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  32. 32. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Not all social is created equal. Some things should stay private.
  33. 33. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. CONTENT
  34. 34. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Users? Consumers? Or a party in our conversations?
  35. 35. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Doing social goes back to Cluetrainbasics, published in 1999.
  36. 36. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Is our content fit for purpose?
  37. 37. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  38. 38. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Cross-device delivery is no longer an option. Just do it.
  39. 39. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Where there is sharing across devices, think about synchronisation.
  40. 40. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Platform: should it matter what device I use if I want to communicate with someone?
  41. 41. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Personalisation: it won’t happen without the right delivery infrastructure.
  42. 42. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Ephemeral content: here, then gone.
  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. Transitory content + ephemeral offers = stealth marketing.
  46. 46. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  47. 47. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Transitory content can create pressure –or relief.
  48. 48. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  49. 49. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  50. 50. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  51. 51. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  52. 52. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  53. 53. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. The social aspects we need to consider have grown exponentially.
  54. 54. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Combining theories of focus + filter + tech + social = our practice.
  55. 55. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. TRUST
  56. 56. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Each transaction is a like a token trade. You can get more tokens, or forfeit all tokens in a single bad hand.
  57. 57. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Multiple types of trust What we trust Hard (tech) Soft (brand) How we trust Rational Emotional Length of interaction Transient interactions Long-term relationships
  58. 58. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. TRUST AND SOCIAL Design professionalism Detailed analysis Intent to trust Trusting activities Trusting relationship
  59. 59. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  60. 60. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  61. 61. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  62. 62. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
  63. 63. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Our efforts can cause ill will when users feel like lab rats: manipulated through social experiments.
  64. 64. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. TRUST AND CONTENT
  65. 65. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Trust and design
  66. 66. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Trust and user experience
  67. 67. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Do we deserve their trust?
  68. 68. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Thank youResources used to inform this presentation can be found at http://intentionaldesign.ca/do-you-trust-me-now
  69. 69. www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Vancouver, BC, Canada / London, UK By telephone: Canada +1.604.837.0034 UK +44 (0)7869 643 685 Social media: rahelab By email: info@intentionaldesign.ca Mailing address: Provided upon request Speaking and workshops: Bailie.com

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