Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Thursday March 12 • 11am-12pm ET • convert to your time zone here Join the call via this Zoom videoconference link: https://zoom.us/j/120101278 or dial one of the following numbers and log in with meeting ID 120 101 278: +1 646 558 8656 US (New York) / +1 669 900 6833 US (San Jose) / find your local number ________________________________________ Topic We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Margot Bloomstein will walk you through examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust across society itself. Presented in a Rosenfeld Media Enterprise Experience webinar March 12, 2020 by Margot Bloomstein.
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Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
- 1. Margot Bloomstein / @mbloomstein Enterprise Experience March 12, 2020 Fostering trust in your brand …and beyond
- 2. 2 @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507
- 4. 4 @mbloomstein Authority, consistency, detail, and vulnerability empower users 4 @mbloomstein Portrait of the Merchant Georg Gisze, Hans Holbein the Younger, 1532
- 5. 5 @mbloomstein “I’m here, you’re not, let me tell you about it.” 5 @mbloomstein
- 6. 6 @mbloomstein “I’m here, you’re not, let me tell you about it.” 6 @mbloomstein 360 With Anderson Cooper © CNN
- 7. 7 @mbloomstein “I’m here, you’re not, let me tell you about it.” 7 @mbloomstein Ugly Delicious © Netflix
- 8. 8 @mbloomstein8 • #aeasf • @mbloomstein Parts Unknown © CNN “I’m here, you’re not, let me tell you about it.”
- 9. 9 @mbloomstein When information is valuable, we pay attention and put our trust in consistency, transparency, and vulnerability. 9 @mbloomstein
- 10. 10 @mbloomstein10 • #aeasf • @mbloomstein Parts Unknown © CNN
- 11. 11 @mbloomstein
- 12. 12 @mbloomstein
- 13. 13 @mbloomstein Authoritative brands offer authenticity to expectation. 13 @mbloomstein
- 14. 14 @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 14 @mbloomstein consistency
- 15. 15 @mbloomstein © Porsche 15 @mbloomstein
- 16. 16 @mbloomstein © Subaru 16 @mbloomstein
- 17. 17 @mbloomstein © Volkswagen 17 @mbloomstein
- 19. 19 @mbloomstein https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg 19 @mbloomstein
- 20. 20 @mbloomstein https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg 20 @mbloomstein
- 21. 21 @mbloomstein21 @mbloomstein https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
- 22. 22 @mbloomstein For better or worse, our internal truths trump external facts
- 23. Inconsistency erodes our ability to evaluate and trust. 23 @mbloomstein
- 24. 24 @mbloomstein This is our problem. 24 @mbloomstein
- 25. 25 @mbloomstein expertise → homophily
- 26. 26 @mbloomstein expertise → homophily → narcissism
- 27. 27 @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
- 28. 28 @mbloomstein Only 40% of Americans say they have a “great deal of confidence” in science. Source: AP-NORC Center study Confidence in Institutions: Trends in Americans’Attitudes toward Government, Media, and Business
- 29. 29 @mbloomstein Inconsistency undermines trust— externally and internally.
- 30. 30 @mbloomstein Does this brand make me feel good about myself?
- 31. 31 @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
- 32. 32 @mbloomstein How we form our beliefs affects our reality more than what we already believe 32 @mbloomstein
- 33. 33 @mbloomstein Cultural predisposition > confirmation bias Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626. 33 @mbloomstein
- 34. 34 @mbloomstein Empowerment rebuilds trust
- 38. 38 @mbloomstein
- 39. 39 @mbloomstein
- 40. 40 @mbloomstein
- 41. 41 @mbloomstein
- 42. 42 @mbloomstein
- 43. 43 @mbloomstein
- 44. 44 @mbloomstein Voice: favor familiarity over precision, consistency over novelty, and transparency over obfuscation
- 46. 46 @mbloomstein
- 47. 47 @mbloomstein
- 48. 48 @mbloomstein
- 49. 49 @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 50. 52 @mbloomstein
- 51. 53 @mbloomstein
- 52. ©Yunghi Kim, Contact Press
- 53. 55 @mbloomstein Voice Volume: offer enough detail to tell the story and make the user feel confident.
- 57. 59 @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 58. 60 @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 59. 61 @mbloomstein Voice Volume Vulnerability: host the conversation and prototype in public to work with users, not for them
- 60. 62 @mbloomstein To regain trust, invest in empowering people. Build their confidence in themselves and in us.
- 61. 63 @mbloomstein No face-to-face communication? Offer a consistent, accessible voice. Over-communicate and show your work. Embrace human transparency.
- 62. 64 @mbloomstein Design for trust, not cynicism.
- 63. 65 @mbloomstein Thank you. Margot Bloomstein @mbloomstein | margot@appropriateinc.com