Beyond Facebook - Creating Trust In Our Online World
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Trust in today's globally and always on world is a challenge even for the best organizations. How can you build "Trust Marketing" into your business. Stuart Crawford of Ulistic (403.775.2205) specializes in helping North American firms engage in "Trust Marketing"
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Beyond Facebook - Creating Trust In Our Online World
- 1. "Rebuild, Renew, Recharge" Beyond FacebookCreating Trust In Today’s Online World36th Annual AALT ConferenceCalgary, Alberta, Canada Stuart R. Crawford Senior Advisor and Partner Ulistic 403.775.2205 http://www.ulistic.com scrawford@ulistic.com
- 2. Do you think these guys have some challenges today? @ulistic www.ulistic.com
- 3. @ulistic www.ulistic.com
- 4. Building trust starts with exceptional listening @ulisticwww.ulistic.com
- 5. @ulistic www.ulistic.com
- 7. Are we shifting towards a grass roots movement? @ulisticwww.ulistic.com
- 8. Can your influence change the world? Or at least influence those around you? @ulisticwww.ulistic.com
- 9. Bob Burg taught me the value of trust @ulisticwww.ulistic.com
- 10. What can you do today online to create trust? @ulisticwww.ulistic.com
- 11. Can Social Media Services Build Trust? @ulisticwww.ulistic.com
- 13. What tools are available @ulisticwww.ulistic.com
- 14. Your ___ step plan! @ulisticwww.ulistic.com Build a blog and blog with purpose Figure out Facebook Leverage LinkedIn Talk on Twitter Gather insight with Google Alerts Navigate Networks Practice the 3 P’s
- 17. Action Items @ulisticwww.ulistic.com Setup your listening post Google Alerts Social Mention Social Oomph Connect with other thought leaders Figure out what tools will work for you Blog Social Media Execution Engagment
- 18. Thank You @ulisticwww.ulistic.com Stuart R. Crawford Senior Advisor and Partner Ulistic 403.775.2205 scrawford@ulistic.com
Editor's Notes
- Welcome, over the next 60 minutes I would like to invite you to participate in a healthy discussion around trust and what it takes to build trust in our online world.The topic today is building trust in our online world.Show of hands – How many people are on Facebook today? How many are on Twitter? What about other social media tools?General thoughts on the state of the online world today. We haven’t been at a more critical crossroads that what we are right now. The entire world can shift overnight to total adoption of the Internet or total abandonment of the online world. Why? Not because the technology is at fault, because of a simple lack of trust that the technology works or the people behind it are able to make it work properly or with the users best interest in mind.Random poll of the audience – who trusts the providers of these services? How can we overcome the trust challenges facing online services today? After all, we here many stories in the media about all sorts of things going on. Is it a trust challenge with us in general?My goal during our time today is to help us all understand how we can do our part to build a stronger, healthier vibrant community online of people we trust or those who trust us…stripping away the technology and purely focusing on what it takes to build trust in today’s online and always connected world.
- Trust…such a hard thing to acquire and such an easy thing to lose….how hard have you worked at building trust with a person to have it stripped away in an instant by you or even by some else.Do you think Facebook has a struggle on their hands? One simple oversight. Depending on how you see things it may have been accidental or done intentionally. No matter what, Facebook has lost the trust of a number of their members overnight.What about Toyota?Can you think of any other brands who have lost your trust?How about you? How hard did you have to work to gain the trust?
- One of my mentors has shared with me that when it comes down to business, friendships or any thing in life. People will do business, communicate or work with those that they know, like and trust.Ask the audience - What is trust and what does trust have to do with today’s market?Trust in today’s online worldWhere do you create trust?How can you create trust?When do you create trust?The world is bombarded with marketing messages each day “buy my product”, “use my service” or “don’t trust the other guy”Who are great examples of those who understand the power of trust to you? Institutions we used to observe as highly trustworthy are crumbling around us. Look now further than the catholic church, once a highly trustworthy establishment has been rocked with controversy. Another example is Toyota. But what did Toyota do differently? Sure, they are different organizations with different goals but one leader acknowledged their issues while the other went into hiding. Where do you fit in?
- THIS IS CRUCIAL!!!!You need to listen first…To what is being said..Who is saying it..The story of the kids on Facebook. How many people (those on Facebook) watch what their kids are doing online? How about your good friends or others you care about? Want to know the easiest way to break trust online with your kids…jump into a conversation on their wall. How can you listen online? What services are available to you.Sure you can read other blogs about your line of work, community group, leaders in your industry.You can setup alerts using services such as Google Alerts, Social Mention, Social OomphYou can “lurk” on Twitter. You don’t even require an account. Just go to http://search.twitter.com and type in a search term. There are many services you can use.Cardinal rule of builiding trust and rapport…first you need to listen, second you need to understand and then third speak quietly at first.
- Before you get to trust…first people must know and like you…you need to build your online bridge. People knowing you is the foundation of your bridge, people liking you are the supporting structures and trust is the way people cross your bridge. When you create trust more and more people become attracted to you. This is the same online as it is in person.What are you doing to become known?Are you doing things that attract followers to you?Positive and Negative – We have found that a focus on the positive attracts stronger people into you life. Followers are drawn to your messages online when you post them in a healthy positive way. Sure you can attract people with negative vibes…but what type of people are coming your way?Don’t burn any bridges!
- How about Trust in today’s online world?Trust is built in our online world just as it is in your daily lives. People are naturals at attracting people to them in real life seem to carry this sort of attraction into their online activities.WhereThere are numerous opportunities for you to build trust in our online world. How can you play a vital role in our online community? HowWhat can you do to create trust? WhoWho is looking for the knowledge you have to share?WhenWhen can you spare time to help build your “circle of trust”Do you trust advertisers today? How about salespeople?
- Are we shifting from a more traditional marketing message to a grass roots message?Just look around and you will see it early growth starting to occur.BlogsReview sitesFacebook statusFacebook Like or RecommendTwitter linksThere is a shift occurring to a more grass root message!Who do you trust more…your friend who recommends something or the sales person who gets paid to sell you a product?
- Can you make an impact in the life of someone? How about insight, what insight can you share? How can you spin something into a positive piece of information? It starts with influence and a commitment to serving the needs of others. This is the way many leaders have served their followers. Same in our online world. You must have commitment to executing your online plan. Rarely does anyone who does not commit to helping the needs of the community, offering and sharing insight, helping others, and sharing their insight establish trust and a healthy online following.Everyone can influence their community. Arlene Dickenson said once that didn’t realize how much influence Dragon’s Den was having on entrepreneurs in Canada.Influence is a crucial cornerstone to establishing trust. What are some of the ways you can help influence the world, your community or the person sitting next to you?We all have a story to tell, it could be your turn to tell your story.This is where real trust starts…when you think about those who you can reach out to, who you can share with and who you can help.
- The Law of Compensation…Contrary to many of my peers I fully believe that more you give in value will build on your compensation. How does this differ for the “compensated” mind set in building trust?In Bob’s book “The Go Giver” he shares a story of Joe and Pindar. Pindar is a leader in the community and Joe is an up and coming leader in the community. During Joe’s time with Pindar he learns a number of key fundamental lessons of life. Joe was always a Go Getter, but when he combined his Go Getter approach while focusing on being a go giver, great things occurred…One lesson was “the more you give in value, the more you take in payment”. Wait…this doesn’t make sense does it…wait it does and this is how you build trust.Bob taught me four very important lessons about life in business and in my personal life…The law of value – My true worth is determined by how much more I give in value than I take in payment.The law of compensation – My income is directly tied to the number of people I serve and how well I serve them.The law of influence – My influence is determined by how abundantly I place other people’s interests first.The law of authenticity – The most gift I have to offer in myself.How can you build trust and provide value?Focus on the needs of the other person first before yoursThink how you can fit in your colleaguesThere are no traffic jams on the extra mile…aim for it.
- Now we get into some of things you can do right now…to start building a following of people who you can help, influence and build trust.There are a number of opportunities for you to create or build on your existing “circle of trust” in today’s online world.Start a blog and offer real adviceOffer insightShare reviewsInterview othersComment on leading blogsOffer real adviceDifferent perspectiveBe a guest bloggerVolunteer to write stories on other blogsFind Guest Blogger websitesStarting your own blog, where can you turnStart a blog at a free blogging site such as wordpress or bloggerJoin a community blog site like calgarybloggers or reddeerbloggersRegister your own domain and hosting service
- Use services such as:Facebook, Twitter, LInkedIn and others to help share information online. What can you share?Look around you – what do you see? How you eaten at a great restaurant?Has someone gone above the call of duty?Have you read a great book lately?Think about strategic ways you can share information and build trust online. Leverage social media services such as Twitter, Facebook, and LinkedIn strategically.Always participate in social media activities in a positive mindset…if you are upset, mad…walk away from the computer
- You need to be patient…Rome was built overnightPractice the three P’s to success onlinePatience Building a community of trust takes timePersistence In order to create trust you must continue to work on and commit to itPayoff What is payoff? Is it monetary or community recognition or both? How about simply establishing trust and the four principles Bob Burg shared with me.
- Use services such as:Facebook, Twitter, LInkedIn and others to help share information online. What can you share?Look around you – what do you see? How you eaten at a great restaurant?Has someone gone above the call of duty?Have you read a great book lately?Think about strategic ways you can share information and build trust online. Leverage social media services such as Twitter, Facebook, and LinkedIn strategically.
- The Internet is constantly changing. Your ____ step plan will change as the Internet and tools change. Tomorrow we may see the tools we know today gone…however the principles of communications, collaboration and building trust will never change. Build a blog and blog with purpose Use free, nearly free or not free serviccesFigure out Facebook, go beyond… separate your personal life from your public lifeLeverage LinkedIn Connect with others usinglinkedin (authors, speakers, colleagues)Talk on Twitter Build a following on TwitterGather insight with Google Alerts Use Google Alerts to keep your finger on the pulseNavigate Networks Build healthy and strong networks online and face-to-facePractice the 3 P’s Patience Persistence Payoff
- Creating trust in the online world is hard work. This is why you have to focus on it and focus on building a community.
- At the end of the day, in order to build trust effectively it can’t be a simple “sucker punch” trust. We have all been to events where the speaker draws us in making us feel very trusting of the person and then wham…the sales pitch or the sucker punch.
- Build a blog and blog with purpose Use free, nearly free or not free serviccesFigure out Facebook separate your personal life from your public lifeLeverage LinkedIn Connect with others usinglinkedin (authors, speakers, colleagues)Talk on Twitter Build a following on TwitterGather insight with Google Alerts Use Google Alerts to keep your finger on the pulseNavigate Networks Build healthy and strong networks online and face-to-facePractice the 3 P’s Patience Persistence Payoff
- Build a blog and blog with purpose Use free, nearly free or not free serviccesFigure out Facebook separate your personal life from your public lifeLeverage LinkedIn Connect with others usinglinkedin (authors, speakers, colleagues)Talk on Twitter Build a following on TwitterGather insight with Google Alerts Use Google Alerts to keep your finger on the pulseNavigate Networks Build healthy and strong networks online and face-to-facePractice the 3 P’s Patience Persistence Payoff