Digital identity: trust is the old/new black

Clo WillaertsManaging Director Dentsu Consulting Belguim

CloWillaerts?

Takingthepainoutofdigitaltransformation

• DigitalliteracyanalysisDigitalliteracyin-housetrainings

• Digitalpointsofpresenceaudit:– Brandpresenceaudit– Contentaudit– Websiteaudit– Socialmediaaudit– Reviewsitesindex– Mediamentions– Competitorbenchmarking

• Marketplaceanalysis:– Targetmarkets– Customerinsights

• StrategicmarketingworkshopsInnovationworkshops(withNowLab)

• Digitalmarketingroadmap• CxOmediatraining

Crisiscommunicationplan

Onlineidentity

Identity,reputation,trust

Onlineidentity• Lookforagapinthemarket

• Website&domainname

• Advertising• Socialmediapresence• Onlinereputation

OnlinereputationThe importance of reviews:• 70% of customers prefer knowing about

a company via articles than advertising (Pulp Strategy)

• A survey of US internet users found that consumer reviews are trusted 12 times more than description from manufacturers (Econsultancy)

• 92% of internet users read product reviews (eTailing Group)

• 89% of people say that reviews influence their purchasing decisions (eTailing Group)

• 74% of consumers rely on social networks to guide purchase decisions (ODM Group)

GooglemyBusinessYour listing appears right when people are searching for your business or businesses like yours on Google Search or Maps. https://www.google.com/business/

Crisiscommunication

1. Haveaplan2. Payattention3. Knowwhatacrisisis4. Acknowledgeasap5. Letpeoplevent6. Alwayskeepyourcool7. Buildanareatohouseinformation8. Turnanegativeintoapositive

Onlinetrust

EdelmanTrustBarometer

Mostdamagingactions

1) Paybribestogovernmentofficialstowincontracts

2) Payexecutiveshundredsoftimesmorethanworkers

3) Moveprofitstoothercountriestoavoidtaxes

4) Overchargeforproductsthatpeopleneedtolive

5) Reducecostsbyloweringproductquality

EdelmanTrustBarometer

Transparency1. Lack of hidden agendas and

conditions, accompanied by the availability of full information required for collaboration, cooperation, and collective decision making.

2. Minimum degree of disclosure to which agreements, dealings, practices, and transactions are open to all for verification.

3. Essential condition for a free and open exchange whereby the rules and reasons behind regulatory measures are fair and clear to all participants

Source: http://www.businessdictionary.com/definition/transparency.html

Authenticity

EdelmanTrustBarometer

• Searchenginesstillmosttrusted

• Ownedmediaup11points

GoogleSearch• Googleneedstotrustyoursitebeforeitcanrankit.

• Trusttakestimetobuildamongcustomersandtheseameistrueforsearchengines.

1.Wikipedia

Thoughno-follow,awikipedialinkisabigthumbsupintermsoftrustandprovideshugevaluebuildingTrustRank

2.Academicsources

AlinkfromHarvard,Yaleoranotherestablished.edudomainistrustable

3.GoogleNews

SitesinGoogleNewsarearecordofthedayandtrusted.

4.BigSitesLong-standingsiteswithlotsofvisitorscanpassontheirtrustranktoyou

5.Lowbouncerate

Alowbouncerateshowsthatyoursiteoffersvaluetothevisitor

6.Qualitycontent

Quality,uniquecontentthataddressesthesearchers’needs

7.Legalo

Termsandconditionsandaprivacypolicyonyoursitesupporttheideathatitislegitimate.

8.Socialmediashares

Socialmediasharessuggestinteresting,shareablecontentandareapositivesignal

Ownedmedia

Extra,formarketing:

• Fakenews• Adfraud• Decliningmediatrust

Fakenews1) Considerthesource2) Readbeyondtheheadline3) Checktheauthor4) Supportingsources?5) Checkthedate6) Isitajoke?7) Chekyourbiases8) Asktheexperts

AdfraudAd fraud (also referred to as Invalid Traffic) is concerned with theory and practice of fraudulently representing online advertisement impressions, clicks, conversion or data events in order to generate revenue.• Ad fraud - Wikipedia

Decliningmediatrust

Nowwhat?

5tipstobuildtrustonline

1.Content

Buildthoughtleadershipbyaddingvalueatthemomentsthatmatter.Source:“Howthoughtleadershipsupportsb2bdemansgeneration”(Edelman/LinkedIn,June2017)

LinkedInPulse

2.CommunicateCommunicatewithahumanvoicetoearnpeerrecommendations.

Pinterest

3.Community

Nativeadvertising?

4.Constant

5.Context

Conclusion?

Thankyouverymuch

• clo.willaerts@dentsuaegis.com• nuzzel.com/clowillaerts• twitter.com/bnox• slideshare.net/bnox