SlideShare a Scribd company logo

How Trust is Manifested in Top Funnel Social Content Marketing

•
•
Nova Southeastern University
Nova Southeastern University

Learn how successful entrepreneurs capitalize on transparency, shared values, empathy and authenticity in their blogs, podcasts and videos. Witness how they identify pain points, validate their expertise and tap into audience generated insights as a way to earn audience trust. Overall, this module will familiarize you with the process of creating trails of educational content that merit the attention of your first time audiences.

Marketing
1 of 67
Download to read offline
How Trust is Manifested in Top Funnel Social Content Marketing Dr. Jim Barry May, 2017 Session I MKT 5225
Slide 2 Why Building Trust in Marketing is so Important? • America’s wake-up call: “…Turn back the clock to 1950…” • Record high buyer power raises the bar for competition • Internet • Global competition • Free markets • But traditional tools for competing (e.g., 4 Ps) are not enough A 5% improvement in retention will boost life time customer profits 25% to 95%. Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Profits Source: Bain & Company Baseline profits Referrals More Purchases Price Improvement Cost Reduction
Slide 3 Change from 4 P’s to a Marriage Metaphor Centered Around Trust Traditional Marketing • Powerful Value Proposition packed under 4 P’s • Bag ‘m, Tag ‘m, Automate ‘m and Get Rid of ‘m • Use Social Media as Another Broadcast Channel • Use Content to Bait New Marketing • Inbound Marketing • Return to Relationship Building (1950’s and Collective Cultures) • Marriage Metaphor Build Around Trust
Slide 4 Benevolence & Relationship Investments Expertise & Credibility Shared Values 2-Way Open Communications Trust Customer Orientation Social Bonds Resembles a Cocktail Party Social Media Marketing as a Manifestation of Relationship Marketing
Slide 5 Benevolence & Relationship Investments Customer Orientation Expertise & Credibility Shared Values 2-Way Open Communications Social Bonds Numerous Trials to Demonstrate Sacrificed Interests Requires Proposal & Joint Problem Solving Opportunities Often Demonstrated Over Multiple Service Transactions Difficult to Articulate & Demonstrate Beyond PR Claims Often Obstructed by Corporate Vetting & Restricted to Select Few Interactions Typically Isolated to Front-Line Employees & Select Counterparts Donated Content for Helpful Advice Reflected in Content Evidence of Pain Point Understanding Evidence Shown in “How- to” & Other Content Offering Tactical Help Reinforced in Storytelling, Behind-the- Scenes & Content Themes Enable by Social Media Engagement Tactics Encouraging Audience Contributions Reinforced in Social Community Support Traditional Sales Calls Social Media Marketing Social Media Marketing as a Manifestation of Relationship Marketing
Slide 6 Transitioning to Social Content Marketing
Slide 7 Start with Theory
Slide 8 Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Relate to Customer Journey GettingAudiences to Know, Like & Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Expectation Community Expansion Community Excitement Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You
Slide 9 Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Session I: Top Funnel Strategies for GettingAudiences to Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Expectation Community Expansion Community Excitement Know You Like You Trust You • T-R-U-S-T-E-D Behaviors • T-R-U-S-T-E-D Content Inspiring Your Community Validating Your Authority Helping to Find You
Slide 10 Big Changes over Past Few Years 90% of all the data in the world has been generated in past 2 years. Over 1 billion websites (mostly blogs) 500 million tweets per day 200+ billion emails sent per day Infobesity
Slide 11 Create Trusted Content for Thought Leadership • Branding is being associated with questions buyers are asking1 • Thought leadership implies authority with helpful answers to these questions. • This takes unique insights from someone we know, like and trust. 1) Michael Brenner (Forbes Contributor)
Slide 12 Getting Others to Know, Like & Trust Us • Donated content early in buying cycle leaves trails of expertise for people to know you. • Perspective and personality can make you likable. • Add authentic engagement, and audiences will begin to trust you.
Slide 13 Media for Thought Leadership Podcasts Posts Live Casting Video Slides Webinars Platforms & Groups for Thought Leadership LinkedIn Blog Site Google+Twitter Forums Early Generation Leveraged Tools for Thought Leadership Leaders
Slide 14 TODAY…It’s About the Content Attributes & Author Behaviors Source: Neal Schaffer
Slide 15 Today’s Leaders Capitalize on Trusted Content and Behaviors Trusted Author Behaviors Trusted Content
Slide 16 Trust Building with Trusted Behaviors Trusted behaviors are exhibited through: • What you are willing to reveal • Your willingness to genuinely help others
Slide 17 Trust Building with Transparent Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
Slide 18 Trust Building with Transparent Behaviors Talk about things no one else discusses • What does a fiber glass pool cost? • Who are the best suppliers? • What are some shortcomings in pool life & installation? The Case of Riverside Pools & Spas
Slide 19 Trust Building with Relational Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
Slide 20 Trust Building with Relational Behaviors Relational means • Showing your brand personality behind-the-scenes
Slide 21 Trust Building with Relational Behaviors Relational means • Show behind-the-scenes • Interacting
Slide 22 Trust Building with Relational Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
Slide 23 Trust Building with Unbiased Behaviors Unbiased means • Avoiding self-serving spin • Holding off on brand messaging until relationship is established
Slide 24 Trust Building with Relational Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
Slide 25 Benevolence & Relationship Investments Expertise & Credibility Similarity & Shared Values 2-Way Open Communications Trust Customer Orientation Social Bonds Trust Building with Similarity & Share Values
Slide 26 Trust Building with Similarity & Share Values Shared Values means • Showing what you stand for • Espousing a life style • Connecting based on similar views Apple Innovation Disney Excitement Dove Sincerity Chipotle Organic Living Red Bull Ruggedness Timberland Social Responsibility
Slide 27 Being True to Self TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
Slide 28 True to Self means • Unscripted • No corporate “frankenspeak” • Telling it like it is • Consistent persona Being True to Self
Slide 29 Being True to Self The Case of Gary Vaynerchuk – Internet Personality
Slide 30 Trust Building with Empathetic Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF EMPATHY DEPENDABLETRANSPARENT
Slide 31 Trust Building with Empathetic Behaviors Audiences want to know you care & reflect their feelings • Cognitive empathy • Audience centricity (draw out what others want to discuss) • Perspective taking (represent an audience voice) • Affective empathy • A genuine care and compassion for others’ problems • Advocate of audience passions
Slide 32 Engagement builds influence through empathy Trust Building with Empathetic Behaviors Inspiration Engagement Generosity Trusted Authority Recognition Capacity for Content Resonance Empathy 2-Way Engagement 0.14***/ns/ns0.22**0.21** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear
Slide 33 Trust Building with Empathetic Behaviors Dove Always
Slide 34 Trust Building with Empathetic Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
Slide 35 Trust Building with Dependable Behaviors Dependable means • Factually based • Researched backed • Honest journalism
Slide 36 • 64% trust search over other media sources • 72% of millennials trust search1 1) According to the 2015 Edelman Trust Barometer (Heidi Cohen) Trust Building with Dependable Behaviors
Slide 37 Trust Building with Dependable Behaviors
Slide 38 Trust Building with Trusted Behaviors Trusted behaviors are exhibited through: • What you are willing to reveal • Your willingness to genuinely help others
Slide 39 Today’s Leaders Capitalize on Trusted Content and Author Behaviors Trusted Author Behaviors Trusted Content
Slide 40 Trust Building with Trusted Content Content is trusted when: • Audiences perceive you can solve their problems • Audiences weigh in on the content’s value
Slide 41 Trust Building with Targeted Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED “If your content marketing is for everybody, it’s for nobody.” – Joe Pulizzi, author of Epic Content
Slide 42 Persona Targeting for Custom Tailors Audiences trust those who understand their world • Where do these folks hangout? • What topics interest them? • What are their spending motivations?
Slide 43 Business Segment 1 Spending Motivation 1 Persona 1 Persona 2 Persona 3 Spending Motivation 2 Persona 1 Persona 2 Persona 3 Spending Motivation 3 Persona 1 Persona 2 Persona 3 Spending Motivation 4 Persona 1 Persona 2 Persona 3 Persona Targeting for Trust Building Prominence Perfection Posturing Pleasing Saville Rows Polo Clubbers Monte Carlos
Slide 44 Persona Targeting for Trust Building
Slide 45 Persona Targeting for Trust Building
Slide 46 Persona Targeting for Trust Building
Slide 47 Trust Building with Targeted Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
Slide 48 Trust Building with Timely Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
Slide 49 Trust Building with Social Proof
Slide 50 Trust Building with Timely Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
Slide 51 Creating timely content around: • Urgencies • Current • Respond Quickly Trust Building with Timely Content
Slide 52 Trust Building with Timely Content
Slide 53 Trust Building with Timely Content
Slide 54 Trust Building with Timely Content
Slide 55 Trust Building with Expertise TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
Slide 56 Trust Building with Expertise Expert backed means • Vetted for authority • Referenced industry influencers • Consistent reinforcement of expertise
Slide 57 Trust Building with Expertise Expert backed means • Vetted for authority • Referenced industry influencers • Consistent reinforcement of expertise
Slide 58 Trust Building with Expertise Expert backed means • Vetted for authority • Referenced industry influencers • Consistent reinforcement of expertise Benevolence & Relationship Investments Expertise & Credibility Shared Values 2-Way Open Communications Trust Customer Orientation Social Bonds
Slide 59 Content Planning for Expertise Tutorial Blogs • Top 10 considerations for calculating HOA special assessments • 8 Ways to generate residential property revenue beyond rents & dues • A guideline for minimizing community property security expenditures Explainer Videos • Top 10 reasons why property managers fail to balance budgets • 6 reasons why HOAs lose their grip on delinquent collections • Using special assessments and credit lines in lieu of annual due increases Podcasts • 12 ways to boost tenant referrals and renewals • How to adequately account for hurricane preparation expenditures • Securing lines of credit for property management overruns The Case of a Real Estate Accountant
Slide 60 Inspiration Operational Helpfulness Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy 0.34*** 0.18*/.26***/0.24*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear Trust Building with Expertise
Slide 61 Trust Building with Demonstrations TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
Slide 62 Trust Building with Demonstrated Solutions
Slide 63 Trust Building with Trusted Content Content is trusted when: • Audiences perceive you can solve their problems • Audiences weigh in on the content’s value
Slide 64 Course Layout
Slide 65 • Entertainment • Inspiration • Targeted Value (Triggers) • Searchability & Optimization • Topic Shareworthiness • Compelling Content • T-R-U-S-T-E-D Behaviors • T-R-U-S-T-E-D Content Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Social Content Strategies for Customer Journey GettingAudiences to Know, Like & Trust You • Endorsements • Case Studies • Live Demos • Trials • Reviews EvidenceReal-Time Help • SoLoMo Context • Messaging • FAQ Chatbots • Decision/ROI Templates • Strategic Offers • Complimentary Apps • Free Audits/ Assessments • Campaign Support • Frequency • Hosting • Tagging • Hash-tagging • Acknowledgement • Involvement • Fun • Greater Good • Motivating • Voice Consistency • Open Communication • Generous Sharing • Accountability • Participation • Branded Content • Retargeting • Proprietary Audiences • In-depth Education • Influence Outreach • Inspirational Appeal • Influence Tactics • Social Networking Community ExpectationCommunity Expansion Community Excitement Session ISession I & III Session II Session VII Session IV & VSession VI Session VIII • Brand Affinity • Themes & Story Arcs • Emotional Appeal • Framing Your Scarcity Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You
Slide 66 Theory-based & Empirically Tested Framework Theories for social media influence • Relationship marketing theories • Transformational/charismatic leadership theories • Social capital theory Empirical research • Survey of 171 social media influencers • Factors driving capacity for content resonance
Slide 67 Factors Driving Social Media Influence Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor 0.42*** 0.34*** 0.22**0.21** 0.42*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear

Recommended

Reinforcing Mid-Funnel Influence with Brand Utility and Ubiquity
Reinforcing Mid-Funnel Influence with Brand Utility and UbiquityReinforcing Mid-Funnel Influence with Brand Utility and Ubiquity
Reinforcing Mid-Funnel Influence with Brand Utility and Ubiquity
Nova Southeastern University
 
Top Funnel Audience Capture through Helpful, Compelling & Optimized Content
Top Funnel Audience Capture through Helpful, Compelling & Optimized ContentTop Funnel Audience Capture through Helpful, Compelling & Optimized Content
Top Funnel Audience Capture through Helpful, Compelling & Optimized Content
Nova Southeastern University
 
Building Emotional Connections for Top Funnel Likeability
Building Emotional Connections for Top Funnel LikeabilityBuilding Emotional Connections for Top Funnel Likeability
Building Emotional Connections for Top Funnel Likeability
Nova Southeastern University
 
Differentiating Value with Bottom-Funnel Content & Conversion Tactics
Differentiating Value with Bottom-Funnel Content & Conversion TacticsDifferentiating Value with Bottom-Funnel Content & Conversion Tactics
Differentiating Value with Bottom-Funnel Content & Conversion Tactics
Nova Southeastern University
 
Encountering Ready Customers with Situational Triggers & Online Display Ads
Encountering Ready Customers with Situational Triggers & Online Display AdsEncountering Ready Customers with Situational Triggers & Online Display Ads
Encountering Ready Customers with Situational Triggers & Online Display AdsNova Southeastern University
 
Visual Storytelling for Mid-Funnel Likeability
Visual Storytelling for Mid-Funnel LikeabilityVisual Storytelling for Mid-Funnel Likeability
Visual Storytelling for Mid-Funnel Likeability
Nova Southeastern University
 
Developing Thought Leadership through Influence Outreach & Inspirational Appeal
Developing Thought Leadership through Influence Outreach & Inspirational AppealDeveloping Thought Leadership through Influence Outreach & Inspirational Appeal
Developing Thought Leadership through Influence Outreach & Inspirational Appeal
Nova Southeastern University
 
Developing Thought Leadership through Networking Tactics and Content
Developing Thought Leadership through Networking Tactics and ContentDeveloping Thought Leadership through Networking Tactics and Content
Developing Thought Leadership through Networking Tactics and Content
Nova Southeastern University
 

Recommended

Reinforcing Mid-Funnel Influence with Brand Utility and Ubiquity
Reinforcing Mid-Funnel Influence with Brand Utility and UbiquityReinforcing Mid-Funnel Influence with Brand Utility and Ubiquity
Reinforcing Mid-Funnel Influence with Brand Utility and Ubiquity
Nova Southeastern University
 
Top Funnel Audience Capture through Helpful, Compelling & Optimized Content
Top Funnel Audience Capture through Helpful, Compelling & Optimized ContentTop Funnel Audience Capture through Helpful, Compelling & Optimized Content
Top Funnel Audience Capture through Helpful, Compelling & Optimized Content
Nova Southeastern University
 
Building Emotional Connections for Top Funnel Likeability
Building Emotional Connections for Top Funnel LikeabilityBuilding Emotional Connections for Top Funnel Likeability
Building Emotional Connections for Top Funnel Likeability
Nova Southeastern University
 
Differentiating Value with Bottom-Funnel Content & Conversion Tactics
Differentiating Value with Bottom-Funnel Content & Conversion TacticsDifferentiating Value with Bottom-Funnel Content & Conversion Tactics
Differentiating Value with Bottom-Funnel Content & Conversion Tactics
Nova Southeastern University
 
Encountering Ready Customers with Situational Triggers & Online Display Ads
Encountering Ready Customers with Situational Triggers & Online Display AdsEncountering Ready Customers with Situational Triggers & Online Display Ads
Encountering Ready Customers with Situational Triggers & Online Display AdsNova Southeastern University
 
Visual Storytelling for Mid-Funnel Likeability
Visual Storytelling for Mid-Funnel LikeabilityVisual Storytelling for Mid-Funnel Likeability
Visual Storytelling for Mid-Funnel Likeability
Nova Southeastern University
 
Developing Thought Leadership through Influence Outreach & Inspirational Appeal
Developing Thought Leadership through Influence Outreach & Inspirational AppealDeveloping Thought Leadership through Influence Outreach & Inspirational Appeal
Developing Thought Leadership through Influence Outreach & Inspirational Appeal
Nova Southeastern University
 
Developing Thought Leadership through Networking Tactics and Content
Developing Thought Leadership through Networking Tactics and ContentDeveloping Thought Leadership through Networking Tactics and Content
Developing Thought Leadership through Networking Tactics and Content
Nova Southeastern University
 
Nurturing Prospects with Mid-Funnel Engagement Tactics
Nurturing Prospects with Mid-Funnel Engagement TacticsNurturing Prospects with Mid-Funnel Engagement Tactics
Nurturing Prospects with Mid-Funnel Engagement Tactics
Nova Southeastern University
 
Warm Calling through a Social Sales Funnel
Warm Calling through a Social Sales FunnelWarm Calling through a Social Sales Funnel
Warm Calling through a Social Sales Funnel
Nova Southeastern University
 
Change Agents: How to Effectively Influence Intractable Corporate Cultures
Change Agents: How to Effectively Influence Intractable Corporate Cultures Change Agents: How to Effectively Influence Intractable Corporate Cultures
Change Agents: How to Effectively Influence Intractable Corporate Cultures
Keith Conway
 
Writing for social media
Writing for social mediaWriting for social media
Writing for social media
Daryl Pereira
 
V2 product gamification
V2 product gamificationV2 product gamification
V2 product gamification
Asif Rajani
 
Building and growing your online community
Building and growing your online communityBuilding and growing your online community
Building and growing your online communityDerek Rice
 
White paper: Nine ways to communicate the value you offer
White paper: Nine ways to communicate the value you offerWhite paper: Nine ways to communicate the value you offer
White paper: Nine ways to communicate the value you offer
Patricia McMillan
 
Magic Sauce & the Death of the Creative Brief
Magic Sauce & the Death of the Creative BriefMagic Sauce & the Death of the Creative Brief
Magic Sauce & the Death of the Creative Brief
Reset Branding Inc.
 
Smarten up your social media & online marketing : 5 tips to improve your reac...
Smarten up your social media & online marketing : 5 tips to improve your reac...Smarten up your social media & online marketing : 5 tips to improve your reac...
Smarten up your social media & online marketing : 5 tips to improve your reac...
Markedu - Innovative Marketing Education
 
Content dungeon - Earnest
Content dungeon - EarnestContent dungeon - Earnest
Content dungeon - Earnest
B2B Marketing
 
V2 how to build habit forming products by ar
V2 how to build habit forming products by arV2 how to build habit forming products by ar
V2 how to build habit forming products by ar
Asif Rajani
 
Stefano Mizzella - Engage - International Forum on E20 - E20Camp
Stefano Mizzella - Engage - International Forum on E20 - E20CampStefano Mizzella - Engage - International Forum on E20 - E20Camp
Stefano Mizzella - Engage - International Forum on E20 - E20CampInternational Forum on Enterprise 2.0
 
Goyette FCP Cook - Session 3 Storytelling Messaging
Goyette FCP Cook - Session 3 Storytelling MessagingGoyette FCP Cook - Session 3 Storytelling Messaging
Goyette FCP Cook - Session 3 Storytelling Messaging
Dan Cohen
 
The human element v20s
The human element v20sThe human element v20s
The human element v20s
Assentire Ltd
 
Yes 50 Scientifically Proven Ways To Be Persuasive
Yes 50 Scientifically Proven Ways To Be PersuasiveYes 50 Scientifically Proven Ways To Be Persuasive
Yes 50 Scientifically Proven Ways To Be Persuasive
Alan French
 
Writing Communication Briefs
Writing Communication BriefsWriting Communication Briefs
Writing Communication BriefsTej Desai
 
Become a "Best Place to Work"
Become a "Best Place to Work" Become a "Best Place to Work"
Become a "Best Place to Work"
Pam Holloway
 
Using Psychology to Increase e-Commerce Conversion
Using Psychology to Increase e-Commerce ConversionUsing Psychology to Increase e-Commerce Conversion
Using Psychology to Increase e-Commerce Conversion
Joe Rawlinson
 
October 15 Inbound Lunch Bunch:Creating Personal Digital Experience
October 15 Inbound Lunch Bunch:Creating Personal Digital ExperienceOctober 15 Inbound Lunch Bunch:Creating Personal Digital Experience
October 15 Inbound Lunch Bunch:Creating Personal Digital Experience
HighRoad Solution
 
Differentiate or Die
Differentiate or DieDifferentiate or Die
Differentiate or Die
SalesChannel Europe
 
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
DOZ.com
 
Social Media Strategy: Why ROI Isn't Enough
Social Media Strategy: Why ROI Isn't EnoughSocial Media Strategy: Why ROI Isn't Enough
Social Media Strategy: Why ROI Isn't Enough
Devon Smith
 

More Related Content

What's hot

Nurturing Prospects with Mid-Funnel Engagement Tactics
Nurturing Prospects with Mid-Funnel Engagement TacticsNurturing Prospects with Mid-Funnel Engagement Tactics
Nurturing Prospects with Mid-Funnel Engagement Tactics
Nova Southeastern University
 
Warm Calling through a Social Sales Funnel
Warm Calling through a Social Sales FunnelWarm Calling through a Social Sales Funnel
Warm Calling through a Social Sales Funnel
Nova Southeastern University
 
Change Agents: How to Effectively Influence Intractable Corporate Cultures
Change Agents: How to Effectively Influence Intractable Corporate Cultures Change Agents: How to Effectively Influence Intractable Corporate Cultures
Change Agents: How to Effectively Influence Intractable Corporate Cultures
Keith Conway
 
Writing for social media
Writing for social mediaWriting for social media
Writing for social media
Daryl Pereira
 
V2 product gamification
V2 product gamificationV2 product gamification
V2 product gamification
Asif Rajani
 
Building and growing your online community
Building and growing your online communityBuilding and growing your online community
Building and growing your online communityDerek Rice
 
White paper: Nine ways to communicate the value you offer
White paper: Nine ways to communicate the value you offerWhite paper: Nine ways to communicate the value you offer
White paper: Nine ways to communicate the value you offer
Patricia McMillan
 
Magic Sauce & the Death of the Creative Brief
Magic Sauce & the Death of the Creative BriefMagic Sauce & the Death of the Creative Brief
Magic Sauce & the Death of the Creative Brief
Reset Branding Inc.
 
Smarten up your social media & online marketing : 5 tips to improve your reac...
Smarten up your social media & online marketing : 5 tips to improve your reac...Smarten up your social media & online marketing : 5 tips to improve your reac...
Smarten up your social media & online marketing : 5 tips to improve your reac...
Markedu - Innovative Marketing Education
 
Content dungeon - Earnest
Content dungeon - EarnestContent dungeon - Earnest
Content dungeon - Earnest
B2B Marketing
 
V2 how to build habit forming products by ar
V2 how to build habit forming products by arV2 how to build habit forming products by ar
V2 how to build habit forming products by ar
Asif Rajani
 
Goyette FCP Cook - Session 3 Storytelling Messaging
Goyette FCP Cook - Session 3 Storytelling MessagingGoyette FCP Cook - Session 3 Storytelling Messaging
Goyette FCP Cook - Session 3 Storytelling Messaging
Dan Cohen
 
The human element v20s
The human element v20sThe human element v20s
The human element v20s
Assentire Ltd
 
Yes 50 Scientifically Proven Ways To Be Persuasive
Yes 50 Scientifically Proven Ways To Be PersuasiveYes 50 Scientifically Proven Ways To Be Persuasive
Yes 50 Scientifically Proven Ways To Be Persuasive
Alan French
 
Writing Communication Briefs
Writing Communication BriefsWriting Communication Briefs
Writing Communication BriefsTej Desai
 
Become a "Best Place to Work"
Become a "Best Place to Work" Become a "Best Place to Work"
Become a "Best Place to Work"
Pam Holloway
 
Using Psychology to Increase e-Commerce Conversion
Using Psychology to Increase e-Commerce ConversionUsing Psychology to Increase e-Commerce Conversion
Using Psychology to Increase e-Commerce Conversion
Joe Rawlinson
 
October 15 Inbound Lunch Bunch:Creating Personal Digital Experience
October 15 Inbound Lunch Bunch:Creating Personal Digital ExperienceOctober 15 Inbound Lunch Bunch:Creating Personal Digital Experience
October 15 Inbound Lunch Bunch:Creating Personal Digital Experience
HighRoad Solution
 
Differentiate or Die
Differentiate or DieDifferentiate or Die
Differentiate or Die
SalesChannel Europe
 

What's hot (20)

Nurturing Prospects with Mid-Funnel Engagement Tactics
Nurturing Prospects with Mid-Funnel Engagement TacticsNurturing Prospects with Mid-Funnel Engagement Tactics
Nurturing Prospects with Mid-Funnel Engagement Tactics
 
Warm Calling through a Social Sales Funnel
Warm Calling through a Social Sales FunnelWarm Calling through a Social Sales Funnel
Warm Calling through a Social Sales Funnel
 
Change Agents: How to Effectively Influence Intractable Corporate Cultures
Change Agents: How to Effectively Influence Intractable Corporate Cultures Change Agents: How to Effectively Influence Intractable Corporate Cultures
Change Agents: How to Effectively Influence Intractable Corporate Cultures
 
Writing for social media
Writing for social mediaWriting for social media
Writing for social media
 
V2 product gamification
V2 product gamificationV2 product gamification
V2 product gamification
 
Building and growing your online community
Building and growing your online communityBuilding and growing your online community
Building and growing your online community
 
White paper: Nine ways to communicate the value you offer
White paper: Nine ways to communicate the value you offerWhite paper: Nine ways to communicate the value you offer
White paper: Nine ways to communicate the value you offer
 
Magic Sauce & the Death of the Creative Brief
Magic Sauce & the Death of the Creative BriefMagic Sauce & the Death of the Creative Brief
Magic Sauce & the Death of the Creative Brief
 
Smarten up your social media & online marketing : 5 tips to improve your reac...
Smarten up your social media & online marketing : 5 tips to improve your reac...Smarten up your social media & online marketing : 5 tips to improve your reac...
Smarten up your social media & online marketing : 5 tips to improve your reac...
 
Content dungeon - Earnest
Content dungeon - EarnestContent dungeon - Earnest
Content dungeon - Earnest
 
V2 how to build habit forming products by ar
V2 how to build habit forming products by arV2 how to build habit forming products by ar
V2 how to build habit forming products by ar
 
Stefano Mizzella - Engage - International Forum on E20 - E20Camp
Stefano Mizzella - Engage - International Forum on E20 - E20CampStefano Mizzella - Engage - International Forum on E20 - E20Camp
Stefano Mizzella - Engage - International Forum on E20 - E20Camp
 
Goyette FCP Cook - Session 3 Storytelling Messaging
Goyette FCP Cook - Session 3 Storytelling MessagingGoyette FCP Cook - Session 3 Storytelling Messaging
Goyette FCP Cook - Session 3 Storytelling Messaging
 
The human element v20s
The human element v20sThe human element v20s
The human element v20s
 
Yes 50 Scientifically Proven Ways To Be Persuasive
Yes 50 Scientifically Proven Ways To Be PersuasiveYes 50 Scientifically Proven Ways To Be Persuasive
Yes 50 Scientifically Proven Ways To Be Persuasive
 
Writing Communication Briefs
Writing Communication BriefsWriting Communication Briefs
Writing Communication Briefs
 
Become a "Best Place to Work"
Become a "Best Place to Work" Become a "Best Place to Work"
Become a "Best Place to Work"
 
Using Psychology to Increase e-Commerce Conversion
Using Psychology to Increase e-Commerce ConversionUsing Psychology to Increase e-Commerce Conversion
Using Psychology to Increase e-Commerce Conversion
 
October 15 Inbound Lunch Bunch:Creating Personal Digital Experience
October 15 Inbound Lunch Bunch:Creating Personal Digital ExperienceOctober 15 Inbound Lunch Bunch:Creating Personal Digital Experience
October 15 Inbound Lunch Bunch:Creating Personal Digital Experience
 
Differentiate or Die
Differentiate or DieDifferentiate or Die
Differentiate or Die
 

Viewers also liked

ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
DOZ.com
 
Social Media Strategy: Why ROI Isn't Enough
Social Media Strategy: Why ROI Isn't EnoughSocial Media Strategy: Why ROI Isn't Enough
Social Media Strategy: Why ROI Isn't Enough
Devon Smith
 
what.digital Content Marketing Strategien & Ideen
what.digital Content Marketing Strategien & Ideenwhat.digital Content Marketing Strategien & Ideen
what.digital Content Marketing Strategien & Ideen
what.digital
 
Marketing Trends 2017 Part 1 of 2
Marketing Trends 2017 Part 1 of 2Marketing Trends 2017 Part 1 of 2
Marketing Trends 2017 Part 1 of 2
Jennifer Irene Guevara
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Content Marketing Institute
 
Social Media E Forum. come la conversazione genera fiducia!
Social Media E Forum. come la conversazione genera fiducia!Social Media E Forum. come la conversazione genera fiducia!
Social Media E Forum. come la conversazione genera fiducia!Webfactory srl
 
Porsche strategic markeing analysis (updated)
Porsche strategic markeing analysis (updated)Porsche strategic markeing analysis (updated)
Porsche strategic markeing analysis (updated)
Derek Mitchell, MBA
 
Wird alles Content Marketing? Das Ende von Social als Disziplin
Wird alles Content Marketing? Das Ende von Social als DisziplinWird alles Content Marketing? Das Ende von Social als Disziplin
Wird alles Content Marketing? Das Ende von Social als Disziplin
crowdmedia GmbH
 
Why SEO Will Never Die
Why SEO Will Never DieWhy SEO Will Never Die
Why SEO Will Never Die
Semrush
 
5 Steps to Tactical Social Selling
5 Steps to Tactical Social Selling5 Steps to Tactical Social Selling
5 Steps to Tactical Social SellingInsideView
 
Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It
Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching ItFive Principles of Inbound Markeing, and Four Simple Strategies for Teaching It
Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It
Colin Alsheimer
 
The Role of Content Marketing
The Role of Content MarketingThe Role of Content Marketing
The Role of Content Marketing
Brian Huonker
 

Viewers also liked (12)

ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel
 
Social Media Strategy: Why ROI Isn't Enough
Social Media Strategy: Why ROI Isn't EnoughSocial Media Strategy: Why ROI Isn't Enough
Social Media Strategy: Why ROI Isn't Enough
 
what.digital Content Marketing Strategien & Ideen
what.digital Content Marketing Strategien & Ideenwhat.digital Content Marketing Strategien & Ideen
what.digital Content Marketing Strategien & Ideen
 
Marketing Trends 2017 Part 1 of 2
Marketing Trends 2017 Part 1 of 2Marketing Trends 2017 Part 1 of 2
Marketing Trends 2017 Part 1 of 2
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
 
Social Media E Forum. come la conversazione genera fiducia!
Social Media E Forum. come la conversazione genera fiducia!Social Media E Forum. come la conversazione genera fiducia!
Social Media E Forum. come la conversazione genera fiducia!
 
Porsche strategic markeing analysis (updated)
Porsche strategic markeing analysis (updated)Porsche strategic markeing analysis (updated)
Porsche strategic markeing analysis (updated)
 
Wird alles Content Marketing? Das Ende von Social als Disziplin
Wird alles Content Marketing? Das Ende von Social als DisziplinWird alles Content Marketing? Das Ende von Social als Disziplin
Wird alles Content Marketing? Das Ende von Social als Disziplin
 
Why SEO Will Never Die
Why SEO Will Never DieWhy SEO Will Never Die
Why SEO Will Never Die
 
5 Steps to Tactical Social Selling
5 Steps to Tactical Social Selling5 Steps to Tactical Social Selling
5 Steps to Tactical Social Selling
 
Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It
Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching ItFive Principles of Inbound Markeing, and Four Simple Strategies for Teaching It
Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It
 
The Role of Content Marketing
The Role of Content MarketingThe Role of Content Marketing
The Role of Content Marketing
 

Similar to How Trust is Manifested in Top Funnel Social Content Marketing

Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...
Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...
Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...
Kiwi Creative
 
Using Social Networks To Build Valuable Business Relationships
Using Social Networks To Build Valuable Business RelationshipsUsing Social Networks To Build Valuable Business Relationships
Using Social Networks To Build Valuable Business RelationshipsWebsiteBiz
 
Social Media: learning from the big brands (ICCC seminar for small business)
Social Media: learning from the big brands (ICCC seminar for small business)Social Media: learning from the big brands (ICCC seminar for small business)
Social Media: learning from the big brands (ICCC seminar for small business)
Michelle Sullivan
 
The ROI of Digital Content
The ROI of Digital ContentThe ROI of Digital Content
The ROI of Digital ContentAhava Leibtag
 
Content Marketing for Rankings, Traffic and Sales
Content Marketing for Rankings, Traffic and SalesContent Marketing for Rankings, Traffic and Sales
Content Marketing for Rankings, Traffic and Sales
Edmund Pelgen
 
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...
InsideSales.com
 
Great marketing is about great data
Great marketing is about great dataGreat marketing is about great data
Great marketing is about great data
Infini Graph
 
70 Social Media Content Ideas
70 Social Media Content Ideas70 Social Media Content Ideas
70 Social Media Content Ideas
ShareDocView.com
 
How to Implement A Compliant Corporate Social Media Strategy
How to Implement A Compliant Corporate Social Media StrategyHow to Implement A Compliant Corporate Social Media Strategy
How to Implement A Compliant Corporate Social Media StrategyApril Rudin
 
Gelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of SocialGelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of Social
Endeavor Management
 
Digital Marketing Roundtable July 2017
Digital Marketing Roundtable July 2017Digital Marketing Roundtable July 2017
Digital Marketing Roundtable July 2017
Martha Herdendorf
 
2014-10-28 LinkedIn Optimization for Nonprofits
2014-10-28 LinkedIn Optimization for Nonprofits2014-10-28 LinkedIn Optimization for Nonprofits
2014-10-28 LinkedIn Optimization for NonprofitsRaffa Learning Community
 
VirtualLearningLabPlus.March.final
VirtualLearningLabPlus.March.finalVirtualLearningLabPlus.March.final
VirtualLearningLabPlus.March.finalPamela Hannett
 
Getting Proprietary Audiences to R-A-I-S-E your Content
Getting Proprietary Audiences to R-A-I-S-E your ContentGetting Proprietary Audiences to R-A-I-S-E your Content
Getting Proprietary Audiences to R-A-I-S-E your Content
Nova Southeastern University
 
Rethink Your Tracker: Get More From Your Tracking Research
Rethink Your Tracker: Get More From Your Tracking ResearchRethink Your Tracker: Get More From Your Tracking Research
Rethink Your Tracker: Get More From Your Tracking Research
Kelton Global
 
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...
Lars Voedisch
 
LinkedIn and Social Media for IFAs and Financial Planners
LinkedIn and Social Media for IFAs and Financial PlannersLinkedIn and Social Media for IFAs and Financial Planners
LinkedIn and Social Media for IFAs and Financial Planners
Philip Calvert
 
The Advocacy Advantage - San Francisco
The Advocacy Advantage - San FranciscoThe Advocacy Advantage - San Francisco
The Advocacy Advantage - San Francisco
Influitive
 
Bill flitter content marketing now conf_2012_distribution_strategy_day1
Bill flitter content marketing now conf_2012_distribution_strategy_day1Bill flitter content marketing now conf_2012_distribution_strategy_day1
Bill flitter content marketing now conf_2012_distribution_strategy_day1
dlvr.it
 

Similar to How Trust is Manifested in Top Funnel Social Content Marketing (20)

Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...
Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...
Beyond Blogging: How B2B Tech Marketers Can Build Trust Through Content Marke...
 
Using Social Networks To Build Valuable Business Relationships
Using Social Networks To Build Valuable Business RelationshipsUsing Social Networks To Build Valuable Business Relationships
Using Social Networks To Build Valuable Business Relationships
 
Social Media: learning from the big brands (ICCC seminar for small business)
Social Media: learning from the big brands (ICCC seminar for small business)Social Media: learning from the big brands (ICCC seminar for small business)
Social Media: learning from the big brands (ICCC seminar for small business)
 
The ROI of Digital Content
The ROI of Digital ContentThe ROI of Digital Content
The ROI of Digital Content
 
Content Marketing for Rankings, Traffic and Sales
Content Marketing for Rankings, Traffic and SalesContent Marketing for Rankings, Traffic and Sales
Content Marketing for Rankings, Traffic and Sales
 
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...
 
Great marketing is about great data
Great marketing is about great dataGreat marketing is about great data
Great marketing is about great data
 
6 Principles of Social Media Marketing
6 Principles of Social Media Marketing6 Principles of Social Media Marketing
6 Principles of Social Media Marketing
 
70 Social Media Content Ideas
70 Social Media Content Ideas70 Social Media Content Ideas
70 Social Media Content Ideas
 
How to Implement A Compliant Corporate Social Media Strategy
How to Implement A Compliant Corporate Social Media StrategyHow to Implement A Compliant Corporate Social Media Strategy
How to Implement A Compliant Corporate Social Media Strategy
 
Gelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of SocialGelb Consulting Webinar - Moving at the Speed of Social
Gelb Consulting Webinar - Moving at the Speed of Social
 
Digital Marketing Roundtable July 2017
Digital Marketing Roundtable July 2017Digital Marketing Roundtable July 2017
Digital Marketing Roundtable July 2017
 
2014-10-28 LinkedIn Optimization for Nonprofits
2014-10-28 LinkedIn Optimization for Nonprofits2014-10-28 LinkedIn Optimization for Nonprofits
2014-10-28 LinkedIn Optimization for Nonprofits
 
VirtualLearningLabPlus.March.final
VirtualLearningLabPlus.March.finalVirtualLearningLabPlus.March.final
VirtualLearningLabPlus.March.final
 
Getting Proprietary Audiences to R-A-I-S-E your Content
Getting Proprietary Audiences to R-A-I-S-E your ContentGetting Proprietary Audiences to R-A-I-S-E your Content
Getting Proprietary Audiences to R-A-I-S-E your Content
 
Rethink Your Tracker: Get More From Your Tracking Research
Rethink Your Tracker: Get More From Your Tracking ResearchRethink Your Tracker: Get More From Your Tracking Research
Rethink Your Tracker: Get More From Your Tracking Research
 
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...
 
LinkedIn and Social Media for IFAs and Financial Planners
LinkedIn and Social Media for IFAs and Financial PlannersLinkedIn and Social Media for IFAs and Financial Planners
LinkedIn and Social Media for IFAs and Financial Planners
 
The Advocacy Advantage - San Francisco
The Advocacy Advantage - San FranciscoThe Advocacy Advantage - San Francisco
The Advocacy Advantage - San Francisco
 
Bill flitter content marketing now conf_2012_distribution_strategy_day1
Bill flitter content marketing now conf_2012_distribution_strategy_day1Bill flitter content marketing now conf_2012_distribution_strategy_day1
Bill flitter content marketing now conf_2012_distribution_strategy_day1
 

More from Nova Southeastern University

4215 high performing emotional videos
4215 high performing emotional videos4215 high performing emotional videos
4215 high performing emotional videos
Nova Southeastern University
 
Influence Outreach Case
Influence Outreach CaseInfluence Outreach Case
Influence Outreach Case
Nova Southeastern University
 
Escorting customers with Frame of Mind Connections
Escorting customers with Frame of Mind ConnectionsEscorting customers with Frame of Mind Connections
Escorting customers with Frame of Mind Connections
Nova Southeastern University
 
Educating Audiences with T-R-U-S-T-E-D Content
Educating Audiences with T-R-U-S-T-E-D ContentEducating Audiences with T-R-U-S-T-E-D Content
Educating Audiences with T-R-U-S-T-E-D Content
Nova Southeastern University
 
The 10 E's of Inbound Marketing
The 10 E's of Inbound MarketingThe 10 E's of Inbound Marketing
The 10 E's of Inbound Marketing
Nova Southeastern University
 
8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience
8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience
8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience
Nova Southeastern University
 
15 Ways to Create Entertaining Content
15 Ways to Create Entertaining Content15 Ways to Create Entertaining Content
15 Ways to Create Entertaining Content
Nova Southeastern University
 
A Cross Cultural Typology of Advertising Humor
A Cross Cultural Typology of Advertising HumorA Cross Cultural Typology of Advertising Humor
A Cross Cultural Typology of Advertising Humor
Nova Southeastern University
 

More from Nova Southeastern University (11)

4215 high performing emotional videos
4215 high performing emotional videos4215 high performing emotional videos
4215 high performing emotional videos
 
Educating targets with trusted content
Educating targets with trusted contentEducating targets with trusted content
Educating targets with trusted content
 
Influence Outreach Case
Influence Outreach CaseInfluence Outreach Case
Influence Outreach Case
 
Escorting customers with Frame of Mind Connections
Escorting customers with Frame of Mind ConnectionsEscorting customers with Frame of Mind Connections
Escorting customers with Frame of Mind Connections
 
Educating Audiences with T-R-U-S-T-E-D Content
Educating Audiences with T-R-U-S-T-E-D ContentEducating Audiences with T-R-U-S-T-E-D Content
Educating Audiences with T-R-U-S-T-E-D Content
 
The 10 E's of Inbound Marketing
The 10 E's of Inbound MarketingThe 10 E's of Inbound Marketing
The 10 E's of Inbound Marketing
 
LinkedIn for Thought Leadership
LinkedIn for Thought LeadershipLinkedIn for Thought Leadership
LinkedIn for Thought Leadership
 
2014 Social Media Predictions
2014 Social Media Predictions2014 Social Media Predictions
2014 Social Media Predictions
 
8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience
8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience
8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience
 
15 Ways to Create Entertaining Content
15 Ways to Create Entertaining Content15 Ways to Create Entertaining Content
15 Ways to Create Entertaining Content
 
A Cross Cultural Typology of Advertising Humor
A Cross Cultural Typology of Advertising HumorA Cross Cultural Typology of Advertising Humor
A Cross Cultural Typology of Advertising Humor
 

Recently uploaded

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny LeibrandtThe New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Is AI-Generated Content the Future of Content Creation?
Is AI-Generated Content the Future of Content Creation?Is AI-Generated Content the Future of Content Creation?
Is AI-Generated Content the Future of Content Creation?
Cut-the-SaaS
 
BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024 (r). Balmer Lawrie Online Monthly BulletinBLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin
BalmerLawrie
 
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew Rupert
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny LeibrandtThe New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Valters Lauzums
 
How to Run Landing Page Tests On and Off Paid Social Platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsHow to Run Landing Page Tests On and Off Paid Social Platforms
How to Run Landing Page Tests On and Off Paid Social Platforms
VWO
 
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
DeepakTripathi733493
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Digital Marketing Trends - Experts Insights on How to Gain a Competitive EdgeDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Adapt or Die - Jon Lakefish, Lakefish Group LLC
Adapt or Die - Jon Lakefish, Lakefish Group LLCAdapt or Die - Jon Lakefish, Lakefish Group LLC
Adapt or Die - Jon Lakefish, Lakefish Group LLC
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
The What, Why & How of 3D and AR in Digital Commerce
The What, Why & How of 3D and AR in Digital CommerceThe What, Why & How of 3D and AR in Digital Commerce
The What, Why & How of 3D and AR in Digital Commerce
PushON Ltd
 
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Auxis Consulting & Outsourcing
 
The Old Oak - Press Kit - Cannes Film Festival 2023
The Old Oak - Press Kit - Cannes Film Festival 2023The Old Oak - Press Kit - Cannes Film Festival 2023
The Old Oak - Press Kit - Cannes Film Festival 2023
Pascal Fintoni
 
Core Web Vitals SEO Workshop - improve your performance [pdf]
Core Web Vitals SEO Workshop - improve your performance [pdf]Core Web Vitals SEO Workshop - improve your performance [pdf]
Core Web Vitals SEO Workshop - improve your performance [pdf]
Peter Mead
 
May 2024 - VBOUT Partners Meeting Group Session
May 2024 - VBOUT Partners Meeting Group SessionMay 2024 - VBOUT Partners Meeting Group Session
May 2024 - VBOUT Partners Meeting Group Session
Vbout.com
 
BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024. Balmer Lawrie Online Monthly BulletinBLOOM_May2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin
BalmerLawrie
 
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROAI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
VWO
 

Recently uploaded (20)

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny LeibrandtThe New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
 
Is AI-Generated Content the Future of Content Creation?
Is AI-Generated Content the Future of Content Creation?Is AI-Generated Content the Future of Content Creation?
Is AI-Generated Content the Future of Content Creation?
 
BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024 (r). Balmer Lawrie Online Monthly BulletinBLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin
 
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew Rupert
 
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny LeibrandtThe New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
 
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
 
How to Run Landing Page Tests On and Off Paid Social Platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsHow to Run Landing Page Tests On and Off Paid Social Platforms
How to Run Landing Page Tests On and Off Paid Social Platforms
 
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Digital Marketing Trends - Experts Insights on How to Gain a Competitive EdgeDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
 
Adapt or Die - Jon Lakefish, Lakefish Group LLC
Adapt or Die - Jon Lakefish, Lakefish Group LLCAdapt or Die - Jon Lakefish, Lakefish Group LLC
Adapt or Die - Jon Lakefish, Lakefish Group LLC
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
 
The What, Why & How of 3D and AR in Digital Commerce
The What, Why & How of 3D and AR in Digital CommerceThe What, Why & How of 3D and AR in Digital Commerce
The What, Why & How of 3D and AR in Digital Commerce
 
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
 
The Old Oak - Press Kit - Cannes Film Festival 2023
The Old Oak - Press Kit - Cannes Film Festival 2023The Old Oak - Press Kit - Cannes Film Festival 2023
The Old Oak - Press Kit - Cannes Film Festival 2023
 
Core Web Vitals SEO Workshop - improve your performance [pdf]
Core Web Vitals SEO Workshop - improve your performance [pdf]Core Web Vitals SEO Workshop - improve your performance [pdf]
Core Web Vitals SEO Workshop - improve your performance [pdf]
 
May 2024 - VBOUT Partners Meeting Group Session
May 2024 - VBOUT Partners Meeting Group SessionMay 2024 - VBOUT Partners Meeting Group Session
May 2024 - VBOUT Partners Meeting Group Session
 
BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024. Balmer Lawrie Online Monthly BulletinBLOOM_May2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin
 
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
 
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROAI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
 

How Trust is Manifested in Top Funnel Social Content Marketing

  • 1. How Trust is Manifested in Top Funnel Social Content Marketing Dr. Jim Barry May, 2017 Session I MKT 5225
  • 2. Slide 2 Why Building Trust in Marketing is so Important? • America’s wake-up call: “…Turn back the clock to 1950…” • Record high buyer power raises the bar for competition • Internet • Global competition • Free markets • But traditional tools for competing (e.g., 4 Ps) are not enough A 5% improvement in retention will boost life time customer profits 25% to 95%. Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Profits Source: Bain & Company Baseline profits Referrals More Purchases Price Improvement Cost Reduction
  • 3. Slide 3 Change from 4 P’s to a Marriage Metaphor Centered Around Trust Traditional Marketing • Powerful Value Proposition packed under 4 P’s • Bag ‘m, Tag ‘m, Automate ‘m and Get Rid of ‘m • Use Social Media as Another Broadcast Channel • Use Content to Bait New Marketing • Inbound Marketing • Return to Relationship Building (1950’s and Collective Cultures) • Marriage Metaphor Build Around Trust
  • 4. Slide 4 Benevolence & Relationship Investments Expertise & Credibility Shared Values 2-Way Open Communications Trust Customer Orientation Social Bonds Resembles a Cocktail Party Social Media Marketing as a Manifestation of Relationship Marketing
  • 5. Slide 5 Benevolence & Relationship Investments Customer Orientation Expertise & Credibility Shared Values 2-Way Open Communications Social Bonds Numerous Trials to Demonstrate Sacrificed Interests Requires Proposal & Joint Problem Solving Opportunities Often Demonstrated Over Multiple Service Transactions Difficult to Articulate & Demonstrate Beyond PR Claims Often Obstructed by Corporate Vetting & Restricted to Select Few Interactions Typically Isolated to Front-Line Employees & Select Counterparts Donated Content for Helpful Advice Reflected in Content Evidence of Pain Point Understanding Evidence Shown in “How- to” & Other Content Offering Tactical Help Reinforced in Storytelling, Behind-the- Scenes & Content Themes Enable by Social Media Engagement Tactics Encouraging Audience Contributions Reinforced in Social Community Support Traditional Sales Calls Social Media Marketing Social Media Marketing as a Manifestation of Relationship Marketing
  • 6. Slide 6 Transitioning to Social Content Marketing
  • 8. Slide 8 Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Relate to Customer Journey GettingAudiences to Know, Like & Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Expectation Community Expansion Community Excitement Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You
  • 9. Slide 9 Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Session I: Top Funnel Strategies for GettingAudiences to Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Expectation Community Expansion Community Excitement Know You Like You Trust You • T-R-U-S-T-E-D Behaviors • T-R-U-S-T-E-D Content Inspiring Your Community Validating Your Authority Helping to Find You
  • 10. Slide 10 Big Changes over Past Few Years 90% of all the data in the world has been generated in past 2 years. Over 1 billion websites (mostly blogs) 500 million tweets per day 200+ billion emails sent per day Infobesity
  • 11. Slide 11 Create Trusted Content for Thought Leadership • Branding is being associated with questions buyers are asking1 • Thought leadership implies authority with helpful answers to these questions. • This takes unique insights from someone we know, like and trust. 1) Michael Brenner (Forbes Contributor)
  • 12. Slide 12 Getting Others to Know, Like & Trust Us • Donated content early in buying cycle leaves trails of expertise for people to know you. • Perspective and personality can make you likable. • Add authentic engagement, and audiences will begin to trust you.
  • 13. Slide 13 Media for Thought Leadership Podcasts Posts Live Casting Video Slides Webinars Platforms & Groups for Thought Leadership LinkedIn Blog Site Google+Twitter Forums Early Generation Leveraged Tools for Thought Leadership Leaders
  • 14. Slide 14 TODAY…It’s About the Content Attributes & Author Behaviors Source: Neal Schaffer
  • 15. Slide 15 Today’s Leaders Capitalize on Trusted Content and Behaviors Trusted Author Behaviors Trusted Content
  • 16. Slide 16 Trust Building with Trusted Behaviors Trusted behaviors are exhibited through: • What you are willing to reveal • Your willingness to genuinely help others
  • 17. Slide 17 Trust Building with Transparent Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
  • 18. Slide 18 Trust Building with Transparent Behaviors Talk about things no one else discusses • What does a fiber glass pool cost? • Who are the best suppliers? • What are some shortcomings in pool life & installation? The Case of Riverside Pools & Spas
  • 19. Slide 19 Trust Building with Relational Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
  • 20. Slide 20 Trust Building with Relational Behaviors Relational means • Showing your brand personality behind-the-scenes
  • 21. Slide 21 Trust Building with Relational Behaviors Relational means • Show behind-the-scenes • Interacting
  • 22. Slide 22 Trust Building with Relational Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
  • 23. Slide 23 Trust Building with Unbiased Behaviors Unbiased means • Avoiding self-serving spin • Holding off on brand messaging until relationship is established
  • 24. Slide 24 Trust Building with Relational Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
  • 25. Slide 25 Benevolence & Relationship Investments Expertise & Credibility Similarity & Shared Values 2-Way Open Communications Trust Customer Orientation Social Bonds Trust Building with Similarity & Share Values
  • 26. Slide 26 Trust Building with Similarity & Share Values Shared Values means • Showing what you stand for • Espousing a life style • Connecting based on similar views Apple Innovation Disney Excitement Dove Sincerity Chipotle Organic Living Red Bull Ruggedness Timberland Social Responsibility
  • 27. Slide 27 Being True to Self TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
  • 28. Slide 28 True to Self means • Unscripted • No corporate “frankenspeak” • Telling it like it is • Consistent persona Being True to Self
  • 29. Slide 29 Being True to Self The Case of Gary Vaynerchuk – Internet Personality
  • 30. Slide 30 Trust Building with Empathetic Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF EMPATHY DEPENDABLETRANSPARENT
  • 31. Slide 31 Trust Building with Empathetic Behaviors Audiences want to know you care & reflect their feelings • Cognitive empathy • Audience centricity (draw out what others want to discuss) • Perspective taking (represent an audience voice) • Affective empathy • A genuine care and compassion for others’ problems • Advocate of audience passions
  • 32. Slide 32 Engagement builds influence through empathy Trust Building with Empathetic Behaviors Inspiration Engagement Generosity Trusted Authority Recognition Capacity for Content Resonance Empathy 2-Way Engagement 0.14***/ns/ns0.22**0.21** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear
  • 33. Slide 33 Trust Building with Empathetic Behaviors Dove Always
  • 34. Slide 34 Trust Building with Empathetic Behaviors TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT
  • 35. Slide 35 Trust Building with Dependable Behaviors Dependable means • Factually based • Researched backed • Honest journalism
  • 36. Slide 36 • 64% trust search over other media sources • 72% of millennials trust search1 1) According to the 2015 Edelman Trust Barometer (Heidi Cohen) Trust Building with Dependable Behaviors
  • 37. Slide 37 Trust Building with Dependable Behaviors
  • 38. Slide 38 Trust Building with Trusted Behaviors Trusted behaviors are exhibited through: • What you are willing to reveal • Your willingness to genuinely help others
  • 39. Slide 39 Today’s Leaders Capitalize on Trusted Content and Author Behaviors Trusted Author Behaviors Trusted Content
  • 40. Slide 40 Trust Building with Trusted Content Content is trusted when: • Audiences perceive you can solve their problems • Audiences weigh in on the content’s value
  • 41. Slide 41 Trust Building with Targeted Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED “If your content marketing is for everybody, it’s for nobody.” – Joe Pulizzi, author of Epic Content
  • 42. Slide 42 Persona Targeting for Custom Tailors Audiences trust those who understand their world • Where do these folks hangout? • What topics interest them? • What are their spending motivations?
  • 43. Slide 43 Business Segment 1 Spending Motivation 1 Persona 1 Persona 2 Persona 3 Spending Motivation 2 Persona 1 Persona 2 Persona 3 Spending Motivation 3 Persona 1 Persona 2 Persona 3 Spending Motivation 4 Persona 1 Persona 2 Persona 3 Persona Targeting for Trust Building Prominence Perfection Posturing Pleasing Saville Rows Polo Clubbers Monte Carlos
  • 44. Slide 44 Persona Targeting for Trust Building
  • 45. Slide 45 Persona Targeting for Trust Building
  • 46. Slide 46 Persona Targeting for Trust Building
  • 47. Slide 47 Trust Building with Targeted Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
  • 48. Slide 48 Trust Building with Timely Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
  • 49. Slide 49 Trust Building with Social Proof
  • 50. Slide 50 Trust Building with Timely Content TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
  • 51. Slide 51 Creating timely content around: • Urgencies • Current • Respond Quickly Trust Building with Timely Content
  • 52. Slide 52 Trust Building with Timely Content
  • 53. Slide 53 Trust Building with Timely Content
  • 54. Slide 54 Trust Building with Timely Content
  • 55. Slide 55 Trust Building with Expertise TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
  • 56. Slide 56 Trust Building with Expertise Expert backed means • Vetted for authority • Referenced industry influencers • Consistent reinforcement of expertise
  • 57. Slide 57 Trust Building with Expertise Expert backed means • Vetted for authority • Referenced industry influencers • Consistent reinforcement of expertise
  • 58. Slide 58 Trust Building with Expertise Expert backed means • Vetted for authority • Referenced industry influencers • Consistent reinforcement of expertise Benevolence & Relationship Investments Expertise & Credibility Shared Values 2-Way Open Communications Trust Customer Orientation Social Bonds
  • 59. Slide 59 Content Planning for Expertise Tutorial Blogs • Top 10 considerations for calculating HOA special assessments • 8 Ways to generate residential property revenue beyond rents & dues • A guideline for minimizing community property security expenditures Explainer Videos • Top 10 reasons why property managers fail to balance budgets • 6 reasons why HOAs lose their grip on delinquent collections • Using special assessments and credit lines in lieu of annual due increases Podcasts • 12 ways to boost tenant referrals and renewals • How to adequately account for hurricane preparation expenditures • Securing lines of credit for property management overruns The Case of a Real Estate Accountant
  • 60. Slide 60 Inspiration Operational Helpfulness Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy 0.34*** 0.18*/.26***/0.24*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear Trust Building with Expertise
  • 61. Slide 61 Trust Building with Demonstrations TRANSPARENT RELEVANT USER- GENERATED SOCIALLY VALIDATED TIMELY EXPERT- BACKED DEMONSTRATEDTARGETED
  • 62. Slide 62 Trust Building with Demonstrated Solutions
  • 63. Slide 63 Trust Building with Trusted Content Content is trusted when: • Audiences perceive you can solve their problems • Audiences weigh in on the content’s value
  • 65. Slide 65 • Entertainment • Inspiration • Targeted Value (Triggers) • Searchability & Optimization • Topic Shareworthiness • Compelling Content • T-R-U-S-T-E-D Behaviors • T-R-U-S-T-E-D Content Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Social Content Strategies for Customer Journey GettingAudiences to Know, Like & Trust You • Endorsements • Case Studies • Live Demos • Trials • Reviews EvidenceReal-Time Help • SoLoMo Context • Messaging • FAQ Chatbots • Decision/ROI Templates • Strategic Offers • Complimentary Apps • Free Audits/ Assessments • Campaign Support • Frequency • Hosting • Tagging • Hash-tagging • Acknowledgement • Involvement • Fun • Greater Good • Motivating • Voice Consistency • Open Communication • Generous Sharing • Accountability • Participation • Branded Content • Retargeting • Proprietary Audiences • In-depth Education • Influence Outreach • Inspirational Appeal • Influence Tactics • Social Networking Community ExpectationCommunity Expansion Community Excitement Session ISession I & III Session II Session VII Session IV & VSession VI Session VIII • Brand Affinity • Themes & Story Arcs • Emotional Appeal • Framing Your Scarcity Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You
  • 66. Slide 66 Theory-based & Empirically Tested Framework Theories for social media influence • Relationship marketing theories • Transformational/charismatic leadership theories • Social capital theory Empirical research • Survey of 171 social media influencers • Factors driving capacity for content resonance
  • 67. Slide 67 Factors Driving Social Media Influence Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor 0.42*** 0.34*** 0.22**0.21** 0.42*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear