This document discusses the importance of trust in business and how media brands can build trust through paid, owned, and earned channels. It notes that trust is the most important currency in a networked world. The Guardian is highlighted as the most trusted media brand in the UK. The document advocates building trust by staying true to brand values across paid advertising placements, owned content on platforms like mobile, and earned engagement on social media.

1. Trust and the business of being Open

2. Sir Martin Sorrell
CEO WPP
2013
“The two big anomalies are newspapers and
magazines. We are still investing 20% of
client ad budgets but consumers are only
spending 7-10% of time. That has to change”

3. We shouldn’tbe worried right?
Print + Desktop Monthly Reach (000)
12,150
12,001
8,314
6,719
Source: NRS PADD August 2014
THE INDEPENDENT

4. ...and Mary Meeker agrees:
45% 22% 4% 10% 19%
38% 25% 20% 12% 5%
x1.2 x0.9 x0.2 x0.8 x3.8
Underspending on
Internet and Mobile
TV Internet Mobile Radio Print
Time
Spent
Ad
Spend

5. Eric Schmidt
CEO Google
2012
“In a networked
world, trust is the
most important
currency”
However….

6. Seth Godin
2012
“In virtually every industry
the trusted brand is the
most profitable”

7. One of the greatest challenges of the 21st century is
understanding the balance of your financial value
versus the value you bring to your customers and the
wider society.
Only then can you really understand the role of your
brand within the new digital space, where control has
been lost and authenticity and trust matters.

8. Trust is the biggest driver of
brand advocacy
Brand Trust
1st
2nd
3rd
4th
5th
Quality
Value
Brand Energy
Social Equity
£
Brand Trust has the
highest impact on positive
recommendations

9. % audience who highly rate media brands as Trustworthy
(78%)
(66%)
(63%)
(60%)
(58%)
(56%)
(55%)
(53%)
The Guardian:
still number1for trust

10. Trust built on our Open operating system

11. Trust enables us to grow audiences
globally: both off the Guardian….
1.9m 1.6m 1.2m 1.1m
Monthly interactions with quality news brands on Twitter, March 2015, Newswhip

12. …and on the Guardian
Global Desktop Unique Users
60.3 million
44.1 million
43.6 million
29.9 million
Source: Comscore Jan 15

13. A connected Progressive audience…
4%
3.6%
5.5%9.7%
19.4% 29.8%
28.1%
Global audience device usage
Source: GWI 2014

14. ...who want brands that they can
connect with
‘Liked’ a
brand/product
on a social
network in the
past month
Index = 137
Want brands
to inspire and
entertain with
new ideas
Index=131
Like brands to
provide apps/
services that
compliment their
products
Index=142
Source: GWI 2014

15. Paid
Earned Owned
Building Trust in the Guardian through
Paid, Owned & Earned
TRUST

16. Paid: Progressives and trusted
environments

17. Paid: true to our brand values

19. Owned: Global, Digital, Open

21. Earned: Live data
Source: Touchpoints 5 2014
169k 143k 123k 84k 82k 71k 65k 36k
Weekly reach of twitter user with 500+ followers

22. Paid
Earned Owned
So how can we help your
clients build Trust?
TRUST

23. Intelligent Serious
Fun
Trusted
Light
hearted
Brand
Values
Relevant

24. Paid: mobile measurement
12,150 16,276
Source: NRS PADD September 2014
Guardian Print + Desktop + Mobile Monthly Reach (000)

25. Paid: Audiences Not Platforms 2.0
Enhanced
Channel Data
Social
Data
Industry
Collaboration

26. Paid: proving cross-platform ROI
Average ROI
£4.13

27. CollaborationCommunityAuthenticity
Owned: the principles of Open
storytelling

28. Owned
Authentic: Unilever Live Better

30. Owned
Community: Direct Line Fixology

32. Owned: Collaborative
British Academy WW1 interactive

34. Earned: live data and surging stories

35. Membership

36. Paid
Earned Owned
• Trust matters
• The most trusted media
brand
• We can help you build
trust through Paid,
Owned and Earned
TRUST