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1
TRUST AND YOUR BRAND
#EdelTrust
2
48
42
26
35
20
12
TRUST MATTERSPercent who engage in each behavior based on trust
68
59
41
38
37
18
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General
Population
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
3
60
6465
63
66
46
48
45
48
51
2012 2013 2014 2015 2016
54
58 5856
62
2012 2013 2014 2015 2016
TRUST IS REACHING POST-RECESSION HIGHS, BUT GAPS ARE NOTABLEPercent of trust in the four institutions: government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
NGO’s
Government
Media
Business
Informed
Public
4
TRUST IS REACHING POST-RECESSION HIGHS, BUT GAPS ARE NOTABLEPercent of trust in the four institutions: government, business, media and NGOs, 2012 vs. 2016
0
10
20
30
40
50
60
70
NGO's Business Media Government
Influence
TRUST GAPS:FUELING AN INVERSION OF INFLUENCE
Influence& Authority
Authority
Old Model
‣ Elites have access
to more/better
information
‣ Elites’ interests
interconnected with
those of mass
‣ Becoming an “elite”
open to all
New Reality
‣ Peer-to-peer influence
more powerful than top-
down
‣ Increasing distrust
among mass population
‣ Mass movements based
on dissatisfaction and
urgency
The Divide
‣ Democratization of
information and
more information
‣ High-profile
revelations of greed
and misbehavior
‣ Income inequality
MassPopulation
85%of population
48 Trust Index
15% Of population
60 Trust IndexInformed
Public
6
50%
78
6562
5549
44 4237
32 31
My friendsand family
An academicexpert
Companiesthat I use
Employees ofa company
A companyCEO
A journalist A well-knownonline
personality
Electedofficials
Celebrities Companies I don’t use*
BUILDING TRUST: FAMILIAR VOICES MATTER
+11
General
Population
+10
2016
7
BUILDING TRUST: CONNECT TO A SOCIAL PURPOSEPercent who cite each as a reason for why their trust in business has increased or decreased
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Allows me to be a productive
member of society
Fails to contribute
to the greater good
Lacks economic growth
No public services
59%
45%
40%
50%
39%
36%
General
Population
8
BUILDING TRUST: A LEADER’S PERSONAL VALUES AND HISTORY MATTER Percent who agree that each type of information is important in building trust in a CEO
62%65%70%
79%
Their education andhow it shaped them
Their personalsuccess story
The obstaclesthey have overcome
Their personalvalues
General
Population
both directly (86%) and
via media (75%)
CEOs must engage
9
2527
19
2528
33
27 28
24
28
37
313230
48
24 25 26
21 21 22 2320
1619 19
14
19 18 18
8 9 8
1310 11
BUILDING TRUST: EMPLOYEES ARE ESSENTIAL ADVOCATESMost trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media
spokesperson
BUILDING TRUST HELPS BRIDGE THE GAP
TRUST
Influence
Authority
11
MEDIA & SHARING
12
71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
TRUST IN FAMILIAR VOICES = CONTINUED GROWING INFLUENCE OF PEER-DRIVEN MEDIAPercent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
General
Population
13
ADS ON THE INTERNET ARE LESS TRUSTED THAN ADS ON TELEVISION
OFTEN, NEWS IS CONSUMED THROUGH A FILTER – WHICH IMPACTS TRUST
76%
Search Engines,
63%Local
newspapers,
60%
59%
National TV news,
59%
Local TV news,
59%
National
newspapers,
56%Your friends on
social media, 51%
38% 36%32%
29%25%
18%
Friends and Family FacebookSponsored
Content on
Social MediaSnapchat
Brands of Products you Use
TV AdsInternet Ads
See appendix for full list of sources
14
IMPORTANT TO TAP INTO SHARED INFO WORLD
MILLENNIALS ESPECIALLY LIKELY TO READ AND SHARE THROUGH A FILTER
7%
27%
32%
34%
10%
18%
23%
49%
None of the above
From news items shared by your social media contacts and friends
From a “curated” news source*
From news organizations directly
Total Millennials
+9
+9
15
62%
46%
17% 16%
8%5%
52%
38%
10%
17%
6% 4%
33%
19%
5%
15%
3% 1%
Millennials
Gen X
Baby Boomer
% Y
es, H
ave
Sh
are
d
48% 33% 10% 16% 5% 3%
Important to tap into Shared Info world
MILLENNIALS ESPECIALLY LIKELY TO READ AND SHARE THROUGH A FILTER
% Total
16
CEOS CAN IMPROVE THEIR CREDIBILITY BY EMPHASIZING HONESTY AND AUTHENTICITY
People Like You (59%)
Customers (64%)
Academic Expert (58%)
CEO (35%)Regular Employee (52%)
Journalist (33%)
Blogger (20%)
Sphere of Influence
, -7ppts
Sources highlighting
customer experiences,
such as Yelp, are seen as
most credible to
Californians
A CLEAR SPHERE OF TRUST: PEERS AND RELATABLE FIGURES
1717
WHAT DOES THIS MEAN FOR YOUR BRAND?
Define and live by your brand
Your brand must be authentic, as well
as the methods you use to
communicate your brand
Test often – you don’t know what you
don’t know
18
®
BUILD TRUST AND EXPAND IMPACT WITH CREATED CONTENT
19
19
®
BE MINDFUL OF SPOKESPERSONS, MESSAGES AND VENUES
Visuals can tell
stories that
words don’t
support
Truth is
essential
Use the best
category of
spokesperson
for the situation
20