building trust into communciations strategies
TRANSCRIPT
Key findings
4
Decline in trust in business and brands
Innovation fatigue
Ever increasing trust in social media
Individuals over brands are trusted
How can we build trusted and valuable engagement
programmes in a world of distrust and information
overload?
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>
Trust helps us to navigate decisions – the more complex the decision, the more important role trust will play
But how do we build trust?
3 pillars of trustworthinessTrustworthines
s1.
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 O’Neill, philosopher and author
The ABCD Trust Model
ABLECompetent, expert, experienced
BELIEVABLEHonest, fair, open
CONNECTEDInteracts, networked
DEPENDABLEResponsive, reliable, consistent
TRUST
Ken Blanchard, Trust Works, published 2013
Profile the audiences
Map the journey
they experienc
e
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
Collaboration Content Cycle Social & 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.
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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, relax……What could it mean for AS patients?
For more information, connect with me on [email protected] or on www.twitter.com/rossintheshed