Thomas Keup Presentation on Building Trust Through Communication

THOMAS KEUP
Return on Relations.

TRUST IS THE ANSWER!
A presentation of success.

THOMAS KEUP
25+ years in service for
a better understanding.
A presentation of THOMAS KEUP
© 2022 Thomas Keup Relations. Editor: Thomas Keup
Creative Commons Licence BY-NC-ND 4.0. Changes and errors excepted.
THOMAS KEUP

Business:
30+ years in journalism
radio, TV, on-line & newspaper
news, business, IT, telecom, mobile …
THOMAS KEUP

Business:
25+ years in public relations
enterprise, SMB, trade associations, public sector
IT sector, TC sector, tech start-ups …
THOMAS KEUP

Business:
18+ years in social media
IT, TC, SMB, trade associations
brand building, reputation management …
THOMAS KEUP

Technologies:
18+ years in open source
OS, desktop, mobile, applications, cloud
Android, GNOME, OpenOﬃce.org, Ubuntu …
THOMAS KEUP

Technologies:
18+ years in information technologies
hardware, software, web, services
D-Trust, IBM, Infopark, ITEC, PSI, SIBB, VATM …
THOMAS KEUP

Technologies:
14+ years in mobile technologies
media, mobile apps, trade associations
B2C + B2B, DACH region, Europe, globally …
THOMAS KEUP

Technologies:
11+ years for tech start-ups
ecommerce, ehealth, ﬁntech, telco
B2C + B2B, platforms, on-line services, mobile apps
THOMAS KEUP

Greater engagement:
Spreading the world via
HANSEVALLEY - Das Hanse Digital Magazin
Deutsche Startups, Gründermetropole Berlin ...
THOMAS KEUP

THOMAS KEUP
#Corporate Communications #Crises Management
#Customer Relations #Investor Relations #Media Relations
#Media #Event #Digital #Mobile #Virtual
#Informing #Advising #Networking #Entertaining

Question 1:
How innovation managers are able to ﬁnd
visionary thinking nerds & founders
to win real innovations?
THOMAS KEUP

Question 2:
How product developers are able to build
evolutionary digitalized products
invented by tech start-ups?
THOMAS KEUP

Question 3:
How business developers are able to launch
new business lines for their customers
based on disrupting technologies?
THOMAS KEUP

Trust is the answer!
THOMAS KEUP

What does trust mean?
THOMAS KEUP

Oxford Dictionary:
trust - noun, verb (in sb/sth)
the belief that sb/sth is good, sincere, honest, etc.
and will not try to harm or trick you …
THOMAS KEUP

Trust: believe in sb/sth
A partnership based on trust
It has taken years to earn their trust
If you put your trust in me, I will not let you down
THOMAS KEUP

We can’t build/buy trust!
THOMAS KEUP

We can receive trust as a gift …
THOMAS KEUP

We can give/oﬀer trust as a gift …
THOMAS KEUP

Nine Steps to “Heaven”.
Matrix
© 2016-2022 Thomas Keup Relations. Creative Commons Licence BY-NC-ND 4.0
THOMAS KEUP_ thomaskeup.de

The Trust Winning Process.
Matrix
Information Communication Collaboration
thomaskeup.de
THOMAS KEUP_

Trust is just a gift.
Personal Relationships
Objective information Personal communication Collaboration at eye level
Gaining
recommendations
Agreeing
relationship
Spending
trust
Allowing
familiarity
Thinking
to
know
Winning
interest
Arosing
attention
thomaskeup.de
Trust basis
1. Worth
General resonance Special relevance
2. Meta
worth
Individual reputation
Acknowledging
&
Agreeing
Exchanging
&
understanding
THOMAS KEUP_
3. Worth

The internet doesn’t ask before changing a business model.
Online Relationships thomaskeup.de
Online Marketing (AD) Online Relations (PR) Online Support (CC)
Advocacy
Marketing
Trust
Building
Lead
Marketing
Content
Marketing
Perform.
Marketing
3. Worth
Checkout/
Conversion
Trust basis
1st Consideration set 2nd Active evaluation 3rd Moment of purchase
Social
CRM
Participation
Marketing
Inﬂuencer
Marketing
1. Worth
2. Meta
worth
THOMAS KEUP_

From Me to We.
Social Media Relationships thomaskeup.de
Social Media Marketing (AD) Social Media Relations (PR) Social Media Support (CC)
Recommending
Friends
&
Family
Considering
with
trust
Networking
+
Connecting
Oﬀering
+
Promoting
Posting
+
Sharing
Ordering,
Purchasing
Trust basis
Connectivity Context Continuity
Appreciating
+
Acknowledging
Commenting,
Sharing,
Voting
Advising
+
Generating
THOMAS KEUP_
1. Worth
2. Meta
worth
3. Worth

Trust is just a gift.
Start-up Relationships
Objective information Personal communication Collaboration at eye level
Gaining
recommendations
for
next
step
/
round
Agreeing
partnerships
Spending
trust
Allowing
personal
insides
Exchanging
facts
&
ﬁgures
Networking
with
partners
Pitching
the
new
solution
Pointing
on
the
issue
thomaskeup.de
Trust basis
Winning strangers Convincing acquaintances Joining partners
Acknowledging
&
agreeing
partnerships
THOMAS KEUP_
1. Worth
2. Meta
worth
3. Worth

Capital is a shy deer.
Investor Relationships
Drawing future fantasies Enabling participation
Business Relations (AD) Media Relations (PR) Investor Relations (IR)
Giving sense of security
Gaining
recommendations
Selecting
a
promise
Sharing
personal
objectives
Communicating
opportunities
Connecting
w/
investors
Focussing
on
the
future
Attention
on
success
Purchasing
shares
(IPO)
thomaskeup.de
Trust basis
Oﬀering
positive
business
and
forecasts
THOMAS KEUP_
1. Worth
2. Meta
worth
3. Worth

Business isn’t more than a bunch of human relationships.
Business Relationships
Incentivizing prospectives Collaborating with partners
Advertising (AD) Public Relations (PR) Customer Care (CC)
Convincing leads
Giving
valuable
recommendations
Selecting
a
promise
Sharing
personal
experiences
Sharing
business
proceedures
Networking
with
partners
Infoming
about
beneﬁts
Entertain.
customers
Purchasing
products
&
services
thomaskeup.de
Trust basis
Oﬀering
generous
customer
assistance
THOMAS KEUP_

Am I right in assuming this?
THOMAS KEUP

What does trust aﬀect?
THOMAS KEUP

Diﬀerent names - the same procedure *
Adobe: Loyalty Customer Marketing
HubSpot: Inbound Marketing Methodology
McKinsey: Consumer Decision Journey
* Trust Winning Process -
Added value through conﬁdence building
Source: ALSTERCOMPANY / Thomas Keup Relations
THOMAS KEUP

Adobe *
Method: Loyalty Customer Marketing
Systematic: Awareness, Interaction,
Linking, Loyalty, Advocacy
* Loyalty customer - gamification
Analyses: Go, Tiffany 500friends, October 2012
Sources: Go, Tiffany 500friends , blog.500friends.com/author/tiffanygo/
THOMAS KEUP

HubSpot *
Method: Inbound Marketing Methodolgy
Systematic: Attract, Convert, Close, Delight
Tool: Content Marketing
* Inbound Methodoloy HubSpot
Source: hubspot.com/inbound-marketing
THOMAS KEUP

McKinsey *
Method: Consumer Decision Journey
Systematic: Consideration, Evaluation, Purchase
Tool: Advocacy Marketing
* A new way to messure word-of-mouse marketing
Analyses: McKinsey & Company Quartely 04.2010
Source: mckinsey.com/insights/marketing_sales/
THOMAS KEUP

Thomas Keup Relations *
Method: Return on Relations
Systematic: Relationship Management
Tool: Personal Relationships
* Trust Winning Process -
Source: THOMAS KEUP - Thomas Keup Relations
THOMAS KEUP

Lee Iacocca*
“Business isn’t more than a bunch
of human relationships.”
* Former US automotive manager at Chrysler Corporation & Ford Motor Company
No. 18 Portfolios Best American CEOs of All TIme
Source: en.wikipedia.org/wiki/Lee_Iacocca
THOMAS KEUP

Tim O´Reilly*
“What is our unique selling proposition?
It’s all about relationships, we’re
building with our customers.”
* Publisher and author, Open Source Software developer und co-founder of Perl
Owner of Global Network Navigator, worldwide 1st ad-reﬁnanced webportal, 1993
Source: wikipedia.org/wiki/Tim_O´Reilly
THOMAS KEUP

Thomas Keup Relations is
a leading quality corporate PR service
focussing on technology innovations.
Your partner: Thomas Keup
THOMAS KEUP

Let’s talk about your success:
Mobile +49 (0)171 - 4 18 00 84
relations@thomaskeup.de
Slidedeck: bit.ly/answertrust
THOMAS KEUP

Thomas Keup Presentation on Building Trust Through Communication

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Thomas Keup Presentation on Building Trust Through Communication