Building trust into communciations strategies
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How trust should be fundamental to any effective communications strategy, supported by the content, connections and channels, especially in healthcare where trust can be scarce yet ever more important
Building trust into communciations strategies
- 1. Putting TRUST at the core of communication strategies
- 2. 1. Create trust 2. Build relationships 3. Create connected journeys
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- 4. Key findings 4 Decline in trust in business and brands Innovation fatigue Ever increasing trust in social media Individuals over brands are trusted
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- 6. How can we build trusted and valuable engagement programmes in a world of distrust and information overload?
- 8. Why trust? Our very survival as a human race depends on surrounding ourselves with people who believe what we believe Simon Sinek, Author of Start with Why? 00.45>
- 10. Trust helps us to navigate decisions the more complex the decision, the more important role trust will play But how do we build trust?
- 11. Dame Onora ONeill, philosopher and author Trust or trustworthy?
- 12. 3 pillars of trustworthiness Trustworthiness 1. Competent Expert in our field, and recognised by other experts 2. Honest Open, honest, transparent in all our interactions 3. Reliable Responsive, consistent, recognisable tone Dame Onora ONeill, philosopher and author
- 13. The ABCD Trust Model ABLE Competent, expert, experienced BELIEVABLE Honest, fair, open CONNECTED Interacts, networked DEPENDABLE Responsive, reliable, consistent TRUST Ken Blanchard, Trust Works, published 2013
- 14. Profile the audiences Map the journey they experience Overlay emotions onto the journey Anticipate needs at each stage of the journey Evaluate how well needs are currently being met We design an experience to meet those needs The standard approach to developing patient engagement programmes
- 15. DYNAMIC SOCIAL INTEGRATION so we need a new approach.
- 16. Collaboration Content CycleSocial & Third Party Social listening and active forum monitoring Google and search traffic analysis Owned social channels PR & Media insights and opportunities Patient Advocacy Group partners 1. IDENTIFY NEED Engage & collaborate 2. SOURCE COLLABORATORS Collate ideas and contributions 3. DEVELOP CONTENT Paid social media SEO PR & Media opportunities Patient Advocacy Group promotion 6. MAXIMISE REACH Amplify through collaborators 5. ALERT COLLABORATORS Publish article and encourage ongoing discussion 4. PUBLISH CONTENT We begin by identifying real needs or opinions being expressed by our audiences and influencers which could create an opportunity for us to begin to engage We agree a content topic, and source an expert to support the content development. We look for additional contributions from the community. We develop the content, and reference contributions made from our partners and other collaborators We can then publish the content on our own site, and share the publication through our own social channels We look to connect to our partners and contributors, asking for their thoughts and feedback on the content we have created. Through targeted paid media, we can amplifiy the reach and impact of the content we have created and the associated support and interaction that has been achieved. 1 2 3 4 5 6
- 17. Example Topic: the potential of music Through listening to social spaces, we can identify themes and conversations that are happening, such as this: Music can inspire, distract, soothe, energise, relaxWhat could it mean for AS patients?
- 21. 21 Building trust into the ecosystem ABLE DEPENDABLECONNECTED BELIEVABLE
- 22. For more information, connect with me on ross.taylor@publicishealthcare.com or on www.twitter.com/rossintheshed