#inTC17

Penry PriceVP, Marketing Solutions

LinkedIn

Marketing in a ‘Post-Trust’ World

WHY ?

Trust in Media and Marketing is in Flux

The Tech Industry is not Excluded

Trust in Tech Flat While Other Sectors Rise

2012 2013 2014 2015 2016 2017

Source: 2017 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total.

Trust in each industry sector, 2012-2017

Industry 2012 2013 2014 2015 2016 20176 yr.

Trend

NeutralDistrust Trust

Technology 76% 73% 75% 73% 74% 75% 1

Food & Beverage 63% 63% 64% 63% 64% 66% 3

Automotive 62% 65% 69% 66% 60% 65% 3

Consumer PackagedGoods

57% 60% 61% 60% 61% 63% 6

Telecommunications 58% 60% 61% 59% 60% 63% 5

Energy 53% 57% 57% 56% 58% 62% 9

Financial Services 43% 47% 48% 48% 51% 54% 11

Importance vs. performance of behavior in building trust in a technology company

Tech Falling Short on Transparency, Data Protection and Inclusiveness

79

76

73

68

71

68

82

85

83

81

85

84

Develops innovations that have a positive impact on my life and theworld

Ensures quality control

Contributes to the greater good

Has leadership that effectively represents the interests of all stakeholders

Protects consumer data

Is transparent and authentic in how it operates

Importance

Performance

16

Performance Gap

14

13

10

9

3

Largest performance gaps among values—openness and inclusion—that tech sector historically embodies

Source: 2017 Edelman Trust Barometer. Q336-657. How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and ninemeans it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q348B- 348M. How well do you think the technology industry is performing on the behaviors listed below. Use a 9-point scale where one means they are“performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing), question asked of one-fifth the sample. General Population, 28-country global total.

Percent trust in various technology industry sub-sectors, 2016 vs. 2017Technology Innovations Yet to Earn Trust

76

49 4954 54 55

60 63

Cloud storage Internet ofThings

Virtual/augmented/mixed reality

Autonomous/self-driving

vehicles

TechnologySector

Blockchaintechnology

Sharingeconomy

businesses

Telecoms/mobile

NeutralDistrust Trust

5 of 7 tech sub-sectors not yet trusted

+1 +3 +17+5+2

+ Y-to-Y Change-

n/a n/a n/a

Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9- point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q63E-71E. Now thinking about specific sectors within the technology industry, please indicate howmuch you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means thatyou “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-country global total.

Reach the right audience, in the right environment, to drive effective engagement

Quality Professional

Context

Quality User Experience +

Ad Placements

Brand Safety

Trusted Platform

ENVIRONMENT

It’s Important to Understand Customers’ Mindsets

1 – The Mindset Divide research study, TNS, September 2012

Personal Networks

“Spend Time”

Info on friendsInfo on personal interests

Entertainment updates

Professional Networks

“Invest Time”

Career infoUpdates on brands

Current affairs

Mindset Means the Quality of Engagement is Very Different

vs

The Professional Mindset is Markedly Different

Trending topics by social media platforms – 8th Nov, 2017

• Raghuram Rajan

• Hyderabad City Police

• Ryan International Schools

• Prakash Raj

• Yamuna Expressway

• Delhi Metro

• Is the 40-hour work week dead?

• Uber is getting a big makeover

• How popularity works at the office

• Amazon Key Service launched

• Political’ skill needed in tech now

• Workplace surveillance on rise

• #KetchupBan

• #Breathofdeath

• #Twitter280characters

• #ChaloKerala

• #Tom-Mayo

• #RyanMurderCoverup

LinkedIn – AN IDEAL PLACE TO ESTABLISH A TRUSTED VOICE

Differences in Platform Trust

70%

32% 30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BII Digital Trust Rankings

LinkedIn Facebook Twitter

Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017

Trusted for: Reliability, content, safest to post and least annoying ads

99%Find LinkedIn to have the least annoying ads

Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017

0%

10%

20%

30%

40%

50%

60%

Platform with most confidence into protect your privacy and data?

Platforms least likely to showyou deceptive content, fakenews, scams, or click bait?

Platform do you feel the safestparticipating in or posting on?

Platform has the most annoyingads?

LinkedIn Facebook Twitter

Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017

15% 17%21%

45%

55% 55%

43%

1%

9%7%

13%

6%

LinkedIn can triangulate all three sources of trust in one place

60%For the first time, “a person like yourself” is now as credible a source of information as an expert.

55%55% say individuals are more believable than institutions. Trust in mainstream media has also fallen to a 17 year low.

25%A company’s social media is seen to be 25% more believable than its advertising

So what are the practical steps organizations can

take?

Activate the 5 Pillars of Digital Trust

Sources: ‘How Thought Leadership supports B2B Demand Generation’, Edelman/LinkedIn. June 17, Source: Business Insider Intelligence ‘Digital Trust Report’, June 2017. Source: http://kapost.com/content-marketing-facts/

ADD VALUE AT THE MOMENTS THAT

MATTER

83%Of business decision makers say Thought Leadership builds trust in an organization1

CONTENT

COMMUNICATE WITH A HUMAN

VOICE

60%Of consumers say their peers are the most trusted voices

COMMUNICATE

BE A PARTOF THE

COMMUNITY

61%Say a company’s social media is more believable than its adverts

COMMUNITY

BE PRESENT, BE CONSTANT

70%Of consumers say they prefer to get to know a brand through constant content than campaigns

CONTINUITY

THINK CONTEXT AS WELL AS

CONTENT

3xLinkedIn is a trusted platform to post and engage

CONTEXT

THANK YOU