Building trust across the digital landscape
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The document discusses how trust has become increasingly important for companies in light of various corporate crises. It defines trust and discusses the four levels of trust - credibility, alignment, reputation, and contribution. It also references data from the Edelman Trust Barometer on industry trust. The remainder of the document provides tools and examples for how to build trust in the digital landscape through elements like content, visual design, functionality, information architecture, and interactivity. It emphasizes that trust allows for remarkable customer experiences and sustainable success.
Building trust across the digital landscape
- 1. October 22nd, 2009remarkability: Pestmaster Services Emerge Interactive Building trust across the digital landscape
- 2. In the wake of the financial market meltdown at the end of 2008, we have gone through a series of corporate crises during 2010 from oil spills to product recalls. The result is a profound shift in the expectation of companies to operate with increased transparency and in a manner that delivers profit while improving society. The CEO of Pepsico, IndraNooyi, summed this up in one simple phrase Performance with Purpose.
- 3. Whos the most trusted person in your life?Why?
- 4. Whos the least trusted person in your life?Why?
- 5. Market Trust
- 6. How do we define Trust?IntentResultsIntegrityCapabilities{{CharacterCompetence
- 7. The 4 levels of TrustTrustCredibility
- 8. Alignment
- 9. Reputation
- 10. ContributionEdelman Trust Barometer How much do you trust the following industries to do what is right?
- 12. Edelman Trust Barometer How many times in general do you need to hear something about a specific company to believe that information is likely to be true?
- 13. Edelman Trust Barometer How important are these factors to corporate reputation?
- 14. Todays Media LandscapeOpportunitiesUnparalleled possibilities
- 18. Vague and inconsistent messaging People are speaking volumes!
- 19. Trust can be won or lost anywhere!
- 22. The approach to building online TrustBusiness needs and wantsAudience needs and wants Technical feasibility and scalabilityThe sweet spot: The foundation for remarkable user experiencesand results
- 23. The Formula Traditional Performance Formula:Strategy x Execution = ResultsTrust Performance Formula: (Strategy x Execution)Trust Multiplier = Results Digital Execution =Content + Information Architecture + Visual Design + Interactivity + Functionality
- 24. Building Trust In the Digital LandscapeContentVisual DesignFunctionalityInformation ArchitectureInteractivity
- 25. 5 common mistakesBrand position is inconsistent with the companys actions (i.e. counterfeit behavior)
- 26. Experience is focused on selling instead of serving the user
- 27. No clear competitive differentiation
- 28. Experience falls short after the introduction (i.e. Home Page, Facebook Tab, etc)
- 29. Inconsistent experiences across channels Example: Intel.com
- 32. Example: Sims 3 console launch campaign
- 33. Example: Finance
- 34. Example: Finance
- 35. Tool: Understanding our audience I live my life according to my values. My husband and I encourage our children to be active in our community.Propensity to trust
- 36. Challenge
- 38. Behaviors
- 39. Pain points
- 40. Key improvements to [Your Digital Experience]
- 41. Scenario [How will the experience meet Louises needs and communicate the message]Louise HoffmanAge: 42Marital Status: married, has 10-year-old son and 13 year-old daughterEducation: BA in Liberal ArtsLocation: Des Moines, IowaJob: Senior Legal Assistant for Brown, Winick, & Bakerville P.L.C
- 42. Tool: Audience PrioritizationI want this! I need this!I would use this once in a while.xI dont need this. I dont want this.
- 43. Tool: Schematics
- 44. The ResultWe are all agents of trust and have the power to change the marketplace.Trust cuts through the noise and clutter allowing us to reach our audiences.Trust is essential for sustainable success.
- 45. Emerge Interactive930 NW 14th Ave, Suite 280Portland, OR 97209503-922-3483Thank You!www.emergeinteractive.com
Editor's Notes
- #14: We need to best listening and asking the right questions