Hello and welcome to our talk ‘Trust in a Transparent World’. Over the next 10 minutes we hope to convince you that social media has changed the business landscape, punishing organisations which act without integrity and giving rise to new trust-based marketing strategies. To begin with we ask: what is social media? A Henley Challenge entry by Aidan Clifford, Maria Samanidou, Ecem Kokel and Debosmith Chatterjee.

1. TRUST
IN A
TRANSPARENT
WORLD
THE ROLE OF TRUST, INTEGRITY AND CHARACTER
IN MANAGING CORPORATE REPUTATION
ON SOCIAL MEDIA PLATFORMS

2. CONTENT
1. SOCIAL MEDIA IS …
2. RESULTS OF THE SOCIAL MEDIA REVOLUTION
3. THE NEW IMPORTANCE OF INTEGRITY
4. SOCIAL MEDIA AS A MARKETING TOOL
5. CONCLUSIONS + RECOMMENDATIONS

3. CONTENT
1. SOCIAL MEDIA IS …
2. RESULTS OF THE SOCIAL MEDIA REVOLUTION
3. THE NEW IMPORTANCE OF INTEGRITY
4. SOCIAL MEDIA AS A MARKETING TOOL
5. CONCLUSIONS + RECOMMENDATIONS

4. SOCIAL MEDIA IS PERSONAL

5. SOCIAL MEDIA IS REVOLUTIONARY

6. SOCIAL MEDIA IS GOOD BUSINESS

7. SOCIAL MEDIA IS FOR RELATIONSHIPS
Honest Act with
Generate Trust
Character Integrity
Generate Act without Dishonest
mistrust integrity character

8. SOCIAL MEDIA IS REWARDING
+50%
+40%
+24%
Without Social Media
With Social Media
Revenue Business leads Customer
satisfaction

9. SOCIAL MEDIA IS MISTRUSTED

10. CONTENT
1. SOCIAL MEDIA IS …
2. RESULTS OF THE SOCIAL MEDIA REVOLUTION
3. THE NEW IMPORTANCE OF INTEGRITY
4. SOCIAL MEDIA AS A MARKETING TOOL
5. CONCLUSIONS + RECOMMENDATIONS

11. RESULT/ EMPOWERED CUSTOMERS

12. RESULT/ EMPOWERED EMPLOYEES

13. RESULT/ EMPOWERED EMPLOYEES
ST BART’S SECONDARY SCHOOL
EMPOWERED AIDAN
EMPLOYEE (NICE HAIRCUT!)

14. RESULT/ EMPOWERED EMPLOYEES

15. RESULT/ EMPOWERED BUSINESSES

16. CONTENT
1. SOCIAL MEDIA IS …
2. RESULTS OF SOCIAL MEDIA REVOLUTION
3. THE NEW IMPORTANCE OF INTEGRITY
4. SOCIAL MEDIA AS A MARKETING TOOL
5. CONCLUSIONS + RECOMMENDATIONS

17. THE NEW IMPORTANCE OF INTEGRITY/
WORKING IN A TRANSPARENT WORLD
IMAGE
• ETHICAL
= • CARING
• TRUSTWORTHY
• FORCE FOR GOOD
REALITY?

18. THE NEW IMPORTANCE OF INTEGRITY/
WORKING IN A TRANSPARENT WORLD
1. PROTEST VIDEO GOES VIRAL
2. HUGE SWELL OF NEGATIVE COMMENTS
3. NESTLE’S RESPONSE IS ANTAGONISTIC
4. STOCK DROPS

19. THE NEW IMPORTANCE OF INTEGRITY/
WORKING IN A TRANSPARENT WORLD
1. PROTEST VIDEO GOES VIRAL
2. HUGE SWELL OF NEGATIVE COMMENTS
3. NESTLE’S RESPONSE IS ANTAGONISTIC
4. STOCK DROPS

20. THE NEW IMPORTANCE OF INTEGRITY/
WORKING IN A TRANSPARENT WORLD
…
1. PROTEST VIDEO GOES VIRAL
2. HUGE SWELL OF NEGATIVE COMMENTS
3. NESTLE’S RESPONSE IS ANTAGONISTIC
4. STOCK DROPS

21. THE NEW IMPORTANCE OF INTEGRITY/
WORKING IN A TRANSPARENT WORLD
…
1. PROTEST VIDEO GOES VIRAL
2. HUGE SWELL OF NEGATIVE COMMENTS
3. NESTLE’S RESPONSE IS ANTAGONISTIC
4. STOCK DROPS

22. CONTENT
1. SOCIAL MEDIA IS …
2. RESULTS OF SOCIAL MEDIA REVOLUTION
3. THE NEW IMPORTANCE OF INTEGRITY
4. SOCIAL MEDIA AS A MARKETING TOOL
5. CONCLUSIONS + RECOMMENDATIONS

23. SOCIAL MEDIA AS A MARKETING TOOL/
EARN TRUST
HARD SELL BUILDING RELATIONSHIPS

24. SOCIAL MEDIA AS A MARKETING TOOL/
EARN TRUST
HEY, CAN I SELL YOU -
B
HARD SELL BUILDING RELATIONSHIPS

25. SOCIAL MEDIA AS A MARKETING TOOL/
EARN TRUST
HEY, CAN I SELL YOU -
NO! B
HARD SELL BUILDING RELATIONSHIPS

26. SOCIAL MEDIA AS A MARKETING TOOL/
COMMUNICATE WITH CUSTOMERS

27. SOCIAL MEDIA AS A MARKETING TOOL/
COMMUNICATE WITH CUSTOMERS

28. SOCIAL MEDIA AS A MARKETING TOOL/
BUILD TRUSTING RELATIONSHIPS

29. SOCIAL MEDIA AS A MARKETING TOOL/
BUILD TRUSTED COMMUNITIES

30. SOCIAL MEDIA AS A MARKETING TOOL/
BUILD TRUSTED COMMUNITIES

31. SOCIAL MEDIA AS A MARKETING TOOL/
DEVELOP TRUSTED AMBASSADORS

32. CONTENT
1. SOCIAL MEDIA IS …
2. RESULTS OF SOCIAL MEDIA REVOLUTION
3. THE NEW IMPORTANCE OF INTEGRITY
4. SOCIAL MEDIA AS A MARKETING TOOL
5. CONCLUSIONS + RECOMMENDATIONS

33. CONCLUSIONS/
WE ARE LIVING IN A TRANSPARENT WORLD
EMPOWERED INDIVIDUALS CAN ALTER PERCEPTIONS
OF CORPORATE CHARACTER

34. CONCLUSIONS/
TRUST IS ESSENTIAL
GIVE EMPLOYEES AND CUSTOMERS THE POWER
TO BE PARTNERS

35. CONCLUSIONS/
SO BE WHAT YOU SAY YOU ARE
SOCIAL MEDIA WILL EXPOSE YOUR
TRUE CHARACTER

36. TRUST
IN A
TRANSPARENT
WORLD
IS BUILT ON
INTEGRITY
OF
CHARACTER
THANK YOU FOR LISTENING!