Do you trust me now? Content in the age of social media
Transcript of Do you trust me now? Content in the age of social media
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Do you trust me now?
@rahelab
Rahel Anne Bailie
Content in the age of social media
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Testing for trust is a continuous activity.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
I thought I was the only one who did this!
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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Sorting through each sign, while driving, is cognitive overload.
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Gamma waves help you tune in – literally, it seems.
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www.IntentionalDesign.ca
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Cells from two areas of the brain can literally tune into each
other’s wavelength.
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The cocktail party effect: the ability to focus by filtering out
background noise.
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Before you focus, you decide which conversation you will
consider joining.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
SOCIAL
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Social channels are many, and vary by audience.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Feelings of social acceptance or
rejection works online as in real life.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Unless we’re creating content
meant for social validation and
social interaction, we’re not
doing it right.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
The Jones generation like
anonymity and privacy.
Millenials want social proof.
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Genres
Persuasive
Edutainment
Instructional
Support
Entertainment
Channels
Marketing
Pre-sales
Sales and adoption
Support and renewal
Social
Is your “social” really social?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
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Do you have an
omnichannel approach?
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Get social business right: listen and analyse to gain insights.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Social media is often just
another output channel.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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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 business. One-way
communication is not social.
It’s advertising.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
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.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Everybody in the business
should be a brand ambassador.
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www.IntentionalDesign.ca
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Success is more complex than likes
and follows. As are people.
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www.IntentionalDesign.ca
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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 things should stay private.
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www.IntentionalDesign.ca
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www.IntentionalDesign.ca
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CONTENT
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Doing social goes back to Cluetrain basics, published in 1999.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Is our content fit for purpose?
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www.IntentionalDesign.ca
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
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Cross-device delivery is no longer
an option. Just do it.
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I wanted to share the note, not the entire folder!
Corporateexecutive
Fortune 500executive
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Platform: should it matter
what device I use if I want to
communicate with someone?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Personalisation: it won’t happen
without the right delivery
infrastructure.
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www.IntentionalDesign.ca
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Ephemeral content:
here, then gone.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Transitory content
+ ephemeral offers
= stealth marketing.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
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The social aspects we need to
consider have grown exponentially.
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Combining theories of
focus + filter + tech + social
= our practice.
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www.IntentionalDesign.ca
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
TRUST
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www.IntentionalDesign.ca
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Each transaction is a like a token trade. You can get more
tokens, or forfeit all tokens in a single bad hand.
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www.IntentionalDesign.ca
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Multiple types of trust
What we trust
Hard (tech)
Soft (brand)
How we trust
Rational
Emotional
Length of interaction
Transient interactions
Long-term relationships
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TRUST AND SOCIAL
Design professionalism Detailed analysis
Intent to trust Trusting activities Trusting relationship
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Our efforts can cause ill will when users feel like lab rats:
manipulated through social experiments.
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TRUST AND CONTENT
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Trust and design
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Do we deserve their trust?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Thank you
Resources used to inform
this presentation can be found at http://intentionaldesign.ca/do-you-trust-me-now
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