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Summarizes key findings from the Edelman Trust Barometer 2011 and takeaways for businesses and brands engaged in social media.
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6 Tips for Building 6 Tips for Building Trust with ConsumersTrust with Consumers
Neicole M. CrepeauOnline Strategist Web, mobile & social media specialists
Edelman released its 2011 Trust Barometer.Edelman released its 2011 Trust Barometer.
Most important takeaway:Most important takeaway:
Most important takeaway:Most important takeaway:
Building relationships with influencers has become even more important for
brands/companies.
Building relationships with influencers has become even more important for
brands/companies.
Brands and companies need to develop clear messages, and then get internal and external "experts" to convey those positive messages.
Brands and companies need to develop clear messages, and then get internal and external "experts" to convey those positive messages.
Brands and companies need to develop clear messages, and then get internal and external "experts" to convey those positive messages.
Brands and companies need to develop clear messages, and then get internal and external "experts" to convey those positive messages.
These experts need to be popular enough that their posts will be discoverable by consumers doing brand/product searches.
These experts need to be popular enough that their posts will be discoverable by consumers doing brand/product searches.
1. Only 55% of people cited "communicates frequently” as important to trust.1. Only 55% of people cited "communicates frequently” as important to trust.
You don't need to talk non-stop to your customers. Instead, focus on the message.
You don't need to talk non-stop to your customers. Instead, focus on the message.
1. Only 55% of people cited "communicates frequently” as important to trust.1. Only 55% of people cited "communicates frequently” as important to trust.
You don't need to talk non-stop to your customers. Instead, focus on the message.
Think about how to make customer service more social and timely. Keep both your social and formal communications honest and transparent.
You don't need to talk non-stop to your customers. Instead, focus on the message.
Think about how to make customer service more social and timely. Keep both your social and formal communications honest and transparent.
2. The word of experts and analysts is now considered far more important than that of "people like me."
2. The word of experts and analysts is now considered far more important than that of "people like me."
Brands need to cultivate and support internal experts and allow them to communicate
regularly.
Brands need to cultivate and support internal experts and allow them to communicate
regularly.
2. The word of experts and analysts is now considered far more important than that of "people like me."
2. The word of experts and analysts is now considered far more important than that of "people like me."
Brands need to cultivate and support internal experts and allow them to communicate
regularly.
Also focus on providing information to external experts and analysts who are influencers.
Brands need to cultivate and support internal experts and allow them to communicate
regularly.
Also focus on providing information to external experts and analysts who are influencers.
3. The CEO's word has also risen as one of the most important influencers.3. The CEO's word has also risen as one of the most important influencers.
The CEO should engage on social channels, the blog, etc. The CEO should provide the
transparency and honesty that consumers value.
The CEO should engage on social channels, the blog, etc. The CEO should provide the
transparency and honesty that consumers value.
4. People need to hear something positive about a company 3-5 times. They believe negative information more easily—but less quickly if they start with a positive impression of the business.
4. People need to hear something positive about a company 3-5 times. They believe negative information more easily—but less quickly if they start with a positive impression of the business.
Define clear messages and find multiple places where customers congregate to dispense those
messages.
Define clear messages and find multiple places where customers congregate to dispense those
messages.
4. People need to hear something positive about a company 3-5 times. They believe negative information more easily—but less quickly if they start with a positive impression of the business.
4. People need to hear something positive about a company 3-5 times. They believe negative information more easily—but less quickly if they start with a positive impression of the business.
Define clear messages and find multiple places where customers congregate to dispense those
messages.
Add extra focus on women, as they share positive WOM more often.
Define clear messages and find multiple places where customers congregate to dispense those
messages.
Add extra focus on women, as they share positive WOM more often.
5. Search is the most important and widely-used method for finding information about a company.
5. Search is the most important and widely-used method for finding information about a company.
Make sure Search brings up the brand and corporate results desired.
Make sure Search brings up the brand and corporate results desired.
6. Retailer and brand websites are important go-to sources for consumers. Review sites are also important.
6. Retailer and brand websites are important go-to sources for consumers. Review sites are also important.
Don’t neglect your website! Don’t neglect your website!
6. Retailer and brand websites are important go-to sources for consumers. Review sites are also important.
6. Retailer and brand websites are important go-to sources for consumers. Review sites are also important.
Don’t neglect your website!
Also, it's important to have a reasonable volume of easy to discover consumer reviews of products and services, so consumers can validate their impression of your product or service.
Don’t neglect your website!
Also, it's important to have a reasonable volume of easy to discover consumer reviews of products and services, so consumers can validate their impression of your product or service.
Source
• http://www.edelman.com/trust/2011/
http://www.coherentia.com(206) 264-7688
Blog: http://nmc.itdevworks.com Twitter: http://twitter.com/neicolec
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