do you trust me now?: content in the age of social media
DESCRIPTION
Trust. Companies want it; consumers are cautious with it; and its role in social business is significant. Social media, social business, social collaboration - these are all aspects of digital maturity within an organisation, and increasing important in a hyper-networked society. The connection points have become numerous, and the expectation ubiquitous. Organisations have embraced social media, and to a lesser extent, social business. Occasionally it has led to great success, sometimes less so, and often the bumps and scars that are part of a maturing discipline. Along the way, consumers have matured, as well. The tell-tale signs that lead a consumer to build trust, or mistrust, are also changing. What doesn’t change is the underlying principle of trust, and the role it plays in interactions between companies and customers. What happens when social business confronts multiple engagement channels, particularly the areas traditionally protected from public exposure? Can the collision create a lucrative combination, like peanut butter and chocolate? Or is social and business content closer to chalk and cheese? Perhaps the answer is neither to assume a dichotomy nor throw ourselves into it, but to go boldly, with the occasional backwards glance over our shoulders.TRANSCRIPT
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Do you trust me now?
@rahelab
Rahel Anne Bailie
Content in the age of social media
Twitter: rahelab
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Testing trust is a continuous activity.
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I thought I was the only one who did this!
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Certain functions use the same area of the brain. Chewing gum
and driving is ok, but texting and driving isn’t.
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Counter-intuitively, some background visual noise may help
concentration.
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Your brain filters out what you don’t need, so you can pay
attention to what you do need.
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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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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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Social judgement:
Do I trust you right now?
Will I trust you later?
Can I trust you ever?
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SOCIAL
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Social channels are many, and vary by audience.
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Customers may claim they don’t
care about social in a business
context. They’re in denial.
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Feelings of social acceptance or
rejection works online as in real life.
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Unless we’re creating content
meant for social validation and
social interaction, we’re not
doing it right.
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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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Do you have an
omnichannel approach?
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Get social business right: listen and analyse to gain insights.
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Social media is often just
another output channel.
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Social media is not the same
as social business. One-way
communication is not social.
It’s advertising.
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Social business is a state of mind,
that happens in an organisation
that has matured socially.
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Everybody in the business
should be a brand ambassador.
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© Facebook Analog Research Lab, https://www.facebook.com/analoglab
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Success is more complex than likes
and follows. As are people.
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Not all social is created equal.
Some things should stay private.
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CONTENT
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Users? Consumers? Or a party
in our conversations?
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Doing social goes back to Cluetrain basics, published in 1999.
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Is our content fit for purpose?
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Cross-device delivery is no longer
an option. Just do it.
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Where there is sharing across
devices, think about
synchronisation.
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Platform: should it matter
what device I use if I want to
communicate with someone?
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Personalisation: it won’t happen
without the right delivery
infrastructure.
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Ephemeral content:
here, then gone.
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Transitory content
+ ephemeral offers
= stealth marketing.
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Transitory content can create
pressure – or relief.
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The social aspects we need to
consider have grown exponentially.
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Combining theories of
focus + filter + tech + social
= our practice.
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TRUST
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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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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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Trust and design
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Trust and user experience
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Do we deserve their trust?
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Thank you
Resources used to inform
this presentation can be found at http://intentionaldesign.ca/do-you-trust-me-now
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