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#inTC17
Penry Price
VP, Marketing Solutions
LinkedIn
Marketing in a
‘Post-Trust’ World
WHY ?
Trust in Media and Marketing is in Flux
The Tech Industry is not Excluded
Trust in Tech Flat While Other Sectors Rise
2012 2013 2014 2015 2016 2017
Source: 2017 Edelman Trust Barometer Q45-429. Pl...
Importance vs. performance of behavior in building trust in a technology company
Tech Falling Short on Transparency, Data ...
Percent trust in various technology industry sub-sectors, 2016 vs. 2017
Technology Innovations Yet to Earn Trust
76
49 49
...
Reach the right audience, in the right environment,
to drive effective engagement
Quality
Professional
Context
Quality Use...
It’s Important to Understand Customers’ Mindsets
1 – The Mindset Divide research study, TNS, September 2012
Personal Netwo...
Mindset Means the Quality of Engagement is Very Different
vs
The Professional Mindset is Markedly Different
Trending topics by social media platforms – 8th Nov, 2017
• Raghuram Rajan
...
LinkedIn – AN IDEAL PLACE TO ESTABLISH A TRUSTED VOICE
Differences in Platform Trust
70%
32%
30%
0%
10%
20%
30%
40%
50%
60...
Trusted for: Reliability, content, safest to post
and least annoying ads
99%
Find LinkedIn to
have the least
annoying ads
...
LinkedIn can triangulate all three sources of trust
in one place
60%
For the first time, “a person like yourself” is
now a...
So what are the practical
steps organizations can
take?
Activate the 5 Pillars of Digital Trust
Sources: ‘How Thought Leadership supports B2B Demand Generation’, Edelman/LinkedIn...
THANK YOU
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Marketing in a ‘Post-Trust’ World

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TECH Connect S2017 - Keynote by Penry Price, Vice President Marketing Solutions, LinkedIn

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Marketing in a ‘Post-Trust’ World

  1. 1. #inTC17 Penry Price VP, Marketing Solutions LinkedIn Marketing in a ‘Post-Trust’ World
  2. 2. WHY ?
  3. 3. Trust in Media and Marketing is in Flux
  4. 4. The Tech Industry is not Excluded
  5. 5. Trust in Tech Flat While Other Sectors Rise 2012 2013 2014 2015 2016 2017 Source: 2017 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. Trust in each industry sector, 2012-2017 Industry 2012 2013 2014 2015 2016 2017 6 yr. Trend NeutralDistrust Trust Technology 76% 73% 75% 73% 74% 75% 1 Food & Beverage 63% 63% 64% 63% 64% 66% 3 Automotive 62% 65% 69% 66% 60% 65% 3 Consumer Packaged Goods 57% 60% 61% 60% 61% 63% 6 Telecommunications 58% 60% 61% 59% 60% 63% 5 Energy 53% 57% 57% 56% 58% 62% 9 Financial Services 43% 47% 48% 48% 51% 54% 11
  6. 6. Importance vs. performance of behavior in building trust in a technology company Tech Falling Short on Transparency, Data Protection and Inclusiveness 79 76 73 68 71 68 82 85 83 81 85 84 Develops innovations that have a positive impact on my life and the world Ensures quality control Contributes to the greater good Has leadership that effectively represents the interests of all stakeholders Protects consumer data Is transparent and authentic in how it operates Importance Performance 16 Performance Gap 14 13 10 9 3 Largest performance gaps among values—openness and inclusion—that tech sector historically embodies Source: 2017 Edelman Trust Barometer. Q336-657. How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q348B- 348M. How well do you think the technology industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing), question asked of one-fifth the sample. General Population, 28-country global total.
  7. 7. Percent trust in various technology industry sub-sectors, 2016 vs. 2017 Technology Innovations Yet to Earn Trust 76 49 49 54 54 55 60 63 Cloud storage Internet of Things Virtual/ augmented/ mixed reality Autonomous/ self-driving vehicles Technology Sector Blockchain technology Sharing economy businesses Telecoms/ mobile NeutralDistrust Trust 5 of 7 tech sub-sectors not yet trusted +1 +3 +17+5+2 + Y-to-Y Change- n/a n/a n/a Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q63E-71E. Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-country global total.
  8. 8. Reach the right audience, in the right environment, to drive effective engagement Quality Professional Context Quality User Experience + Ad Placements Brand Safety Trusted Platform ENVIRONMENT
  9. 9. It’s Important to Understand Customers’ Mindsets 1 – The Mindset Divide research study, TNS, September 2012 Personal Networks “Spend Time” Info on friends Info on personal interests Entertainment updates Professional Networks “Invest Time” Career info Updates on brands Current affairs
  10. 10. Mindset Means the Quality of Engagement is Very Different vs
  11. 11. The Professional Mindset is Markedly Different Trending topics by social media platforms – 8th Nov, 2017 • Raghuram Rajan • Hyderabad City Police • Ryan International Schools • Prakash Raj • Yamuna Expressway • Delhi Metro • Is the 40-hour work week dead? • Uber is getting a big makeover • How popularity works at the office • Amazon Key Service launched • Political’ skill needed in tech now • Workplace surveillance on rise • #KetchupBan • #Breathofdeath • #Twitter280characters • #ChaloKerala • #Tom-Mayo • #RyanMurderCoverup
  12. 12. LinkedIn – AN IDEAL PLACE TO ESTABLISH A TRUSTED VOICE Differences in Platform Trust 70% 32% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% BII Digital Trust Rankings LinkedIn Facebook Twitter Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017
  13. 13. Trusted for: Reliability, content, safest to post and least annoying ads 99% Find LinkedIn to have the least annoying ads Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017 0% 10% 20% 30% 40% 50% 60% Platform with most confidence in to protect your privacy and data? Platforms least likely to show you deceptive content, fake news, scams, or click bait? Platform do you feel the safest participating in or posting on? Platform has the most annoying ads? LinkedIn Facebook Twitter Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017 15% 17% 21% 45% 55% 55% 43% 1% 9% 7% 13% 6%
  14. 14. LinkedIn can triangulate all three sources of trust in one place 60% For the first time, “a person like yourself” is now as credible a source of information as an expert. 55% 55% say individuals are more believable than institutions. Trust in mainstream media has also fallen to a 17 year low. 25% A company’s social media is seen to be 25% more believable than its advertising
  15. 15. So what are the practical steps organizations can take?
  16. 16. Activate the 5 Pillars of Digital Trust Sources: ‘How Thought Leadership supports B2B Demand Generation’, Edelman/LinkedIn. June 17, Source: Business Insider Intelligence ‘Digital Trust Report’, June 2017. Source: http://kapost.com/content-marketing-facts/ ADD VALUE AT THE MOMENTS THAT MATTER 83%Of business decision makers say Thought Leadership builds trust in an organization1 CONTENT COMMUNICATE WITH A HUMAN VOICE 60%Of consumers say their peers are the most trusted voices COMMUNICATE BE A PART OF THE COMMUNITY 61%Say a company’s social media is more believable than its adverts COMMUNITY BE PRESENT, BE CONSTANT 70%Of consumers say they prefer to get to know a brand through constant content than campaigns CONTINUITY THINK CONTEXT AS WELL AS CONTENT 3xLinkedIn is a trusted platform to post and engage CONTEXT
  17. 17. THANK YOU

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