sxsw 2011 crisis of trust in a social age

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POV on the consequences of social opinions circulating on the web whose unreliability cannot be determined, along with the opportunity for marketers to take leadership

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  • The Crisisof TRUST in aSocial Age 0 3 . 12 . 11
  • It is safe?
  • SOCIAL MEDIA CONTINUES ITS METEORIC RISE 23% 41% ALINT R TT ESPE ONSNS L E NE IM NT YG A 248 MM 48% UNIQUEM HL V ORST T 8SNS ONT Y ISIT O OP YG A SIT S E 61% 50% INT RNE USE W HA SNSPR IL E T RS IT N OF E YG ASour Niel Net iew-J 20 9- une 20 ce: sen V une 0 J 10
  • CONSUMER DECISIONMAKING IS BECOMINGINCREASINGLY SOCIAL Do I l good?I r lyl e t dr I dontt ook eal ov his ess. hink pict es do itj ice. ur ust I LIKE IT I HATE IT 84 % L IT IKE
  • TRUST IN THE PEOPLE WE KNOW HAS ERODED CREDIBILITY OF INFORMATION SOURCES ABOUT COMPANIES 2008 2010 T NE S V W R DIONE S A W NE SPA R W PE S F IE PE R R NDS/ E S 0% 10% 20% 3% 0 4% 0 50%Sour E n TustBaomet , 20 ce: delma r r er 10
  • AND WE REQUIRE MORE PROOF 60% OFPE ER POR NE DINGT HE RSOM T A A OPL E T E O A E HING BOUT SPE ICCOM NY3-5X T BE IE EITIST UE CIF PA O LV RSour E n TustBaomet , 20 ce: delma r r er 10
  • TRUST AND SOCIAL MEDIA OPINIONS ONLINE M EOPINIONSA T USTM E OR ND R OR 40% M EOPINIONSA T USTL SS OR ND R E 18% T TL O EL E BOUT HE BE S E T UNSUR A T NUM ROFOPINIONSBUTIT G T INGHA DE R R 41%Sour Sa Goba TustSur eyM r 20 ce: pient l l r v ach 11
  • THREE POSSIBILITIES1 NOTAPR E : OBL M T USTISNOTA IM A A ITUSE T BE R S PORT NT S DO2 M Y APR E A BE OBL M IT T E R T T L S OO A LY O E L E 3 Y S, ITSAPR E : R OBL M T USTHA E ODE -QUE IONISW &W TT DO SR D ST HY HA O ROCK THE VOTE! O quest r NOW T E T 1, 2 OR3T # WE 4t ust
  • WHAT IS TRUST?CONF NCEINT F UR INR L T IDE HE UT E E AIONT SOM T OFV L O E HING AUE
  • WHY DOES TRUST EXIST?T COM UNE O M .TL EO IV . O OT CT HAST PR E W TV L BL . AUA E
  • RISK SHAPES TRUST SELF-ACTUALIZATION: SE FF F L E L - UL IL M NT a ing ones ful pot ia chiev l ent l NE DS E including cr t e a iv ies eaiv ct it ESTEEM NEEDS: pr ige a feel ofa est nd ing ccompl ishment PSY OG LNE DS CHOL ICA E BELONGINGNESS AND LOVE NEEDS: int t r aionships, fr imae el t iends SAFETY NEEDS: secur y, sa y it fet BA NE DS SIC E PHYSIOLOGICAL NEEDS: food, w t , w r h, r aer amt estSour AT yofHuma M iv t 19 3-A M slow ce: heor n ot aion, 4 . a
  • THE MOB RULES
  • TRUST IS AN AGGREGATE COMPANY CONSUMERBRAND CONNECTION EXPECTATIONSPRODUCT REPUTATION BELIEFSPL CE A PR E OT L M IONASE V R ICE A ET DVR ISING RT L AIONAPRICE F IE R NDSPR OT OM ION SOCIA M DIA L E ASSOCIATIONS EXPERIENCE PSYCHOLOG L ICA PHY L SICA SHOPPING CONSUM ION PT
  • HOW TRUST WORKS OWNERSHIP /EXPECTATION EXPERIENCE PUT IN GET OUT $$$ RAIONA T L PHY L SICA E OT L M IONA PSYCHIC TRUST
  • IT FRAMES THE VALUE PROPOSITIONVALUE = COSTS VS. BENEFITS PUT IN GET OUT TRUST
  • FUTURE PROOF IS A TRUST PLAYVALUE = COSTS VS. BENEFITS PUT IN GET OUT TRUST
  • TRUST ISFEELING GOOD.
  • AN ECONOMIC GALE OF DARWINIAN PROPORTIONSWW II MID 2008ENDS 1980s ERA OF ERA OF ERA OF READINESS INDULGENCE CONSEQUENCES ECONOM R E E - E NT IC ISK V RPR SE R T HTT BEM NA E BL ISK HOUG O A G A E R A UPT YR T NS ISK BR L E UR DE EBE E T T M NA E SPIT ST FFOR S O A G W HHIG T CHM CR E IT H- E A O- CONOMIC UNE CT DL CR AING XPE E Y E T IT. T S. OOL UNCE T INT , RA Y ST NDINGONG R A UA D. INDUL INGR G ISK R A SSINGE E NAIT S E SSE XT R L IESour ADaw n G l -T F ur Goup 20 ce: r inia ae he ut es r 10
  • WELCOME TO THE ERA OF CONSEQUENCES The new cons umer ps ychology on the ris e around the world is one of networks and prioritization, of explicitly pricing in cons equences and of giving more than lip s ervice to being res ourceful and and vigilant to downs ide ris ks This is the global zeitgeis t now aborning.Sour ADaw n G l -T F ur Goup 20 ce: r inia ae he ut es r 10