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Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019

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How do you earn the trust of your customers, readers, and fans when facts are out—and what “feels right” wins? Mass media and our most cynical memes say we live in a post-fact era. That idea undermines any marketing that promotes ideas, products, services, or politician… and it tracks with trends in social media: our customers turned away from experts and big brands to let “people like us” influence choices instead. But we’re popping those filter bubbles. Now consumers turn inward for the truth—and by embracing vulnerability and designing for empowerment, the smartest organizations meet them there.

Drawing on lessons from America’s Test Kitchen, Crutchfield, GOV.UK, and Volkswagen, discover tactics of content strategy and design to foster trust, build rapport, and increase loyalty by learning to “prototype in public" and lean into vulnerability, using voice to strengthen your base, and determine the right volume for your users' goals.

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Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019

  1. Design for Trust Find Strength in Vulnerability, Voice, and Volume
  2. Margot Bloomstein Content Marketing Conference April 17, 2019 @mbloomstein / #CMC2019
  3. What do we look for in magic mirrors? ©Cayuga Productions and CBS
  4. 4 • #CMC2019 • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 4 • #CMC2019 • @mbloomstein
  5. 5 • #CMC2019 • @mbloomstein5 • #CMC2019 • @mbloomstein Internal truths trump external facts
  6. 6 • #CMC2019 • @mbloomstein This is our problem now. 6 • #CMC2019 • @mbloomstein
  7. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
  8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  9. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  10. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  11. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
  12. 12 • #CMC2019 • @mbloomstein
  13. 13 • #CMC2019 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
  14. Inconsistency erodes our ability to evaluate and trust. 14 • #CMC2019 • @mbloomstein
  15. Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
  16. 16 • #CMC2019 • @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
  17. 17 • #CMC2019 • @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
  18. 18 • #CMC2019 • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 18 • #CMC2019 • @mbloomstein
  19. 19 • #CMC2019 • @mbloomstein expertise
  20. 20 • #CMC2019 • @mbloomstein expertise → homophily
  21. 21 • #CMC2019 • @mbloomstein expertise → homophily → narcissism
  22. 22 • #CMC2019 • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
  23. 23 • #CMC2019 • @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
  24. 24 • #CMC2019 • @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
  25. (cc) xkcd, riffing on xkcd.com/208
  26. 26 • #CMC2019 • @mbloomstein Inconsistency undermines trust— externally and internally.
  27. 27 • #CMC2019 • @mbloomstein Does this information align with my viewpoint?
  28. 28 • #CMC2019 • @mbloomstein Do I feel good about this brand?
  29. 29 • #CMC2019 • @mbloomstein Does this brand make me feel good about myself?
  30. ValidationDeliberation 30 • #CMC2019 • @mbloomstein
  31. Courage in our convictions Belief 31 • #CMC2019 • @mbloomstein
  32. Courage in our convictions Belief 32 • #CMC2019 • @mbloomstein
  33. “Feels right” empirical fact > 33 • #CMC2019 • @mbloomstein
  34. 34 • #CMC2019 • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
  35. 35 • #CMC2019 • @mbloomstein How we form our beliefs affects our reality more than what we already believe 35 • #CMC2019 • @mbloomstein
  36. 36 • #CMC2019 • @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. 36 • #CMC2019 • @mbloomstein
  37. 37 • #CMC2019 • @mbloomstein Empowerment reflects and rebuilds trust
  38. 38 • #CMC2019 • @mbloomstein Voice Volume Vulnerability
  39. 39 • #CMC2019 • @mbloomstein Voice
  40. 41 • #CMC2019 • @mbloomstein
  41. 42 • #CMC2019 • @mbloomstein Voice Volume
  42. 43 • #CMC2019 • @mbloomstein
  43. 44 • #CMC2019 • @mbloomstein
  44. 45 • #CMC2019 • @mbloomstein
  45. 46 • #CMC2019 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  46. 47 • #CMC2019 • @mbloomstein
  47. 48 • #CMC2019 • @mbloomstein
  48. 49 • #CMC2019 • @mbloomstein Courage in our convictions Empirical proof
  49. 50 • #CMC2019 • @mbloomstein
  50. ©Yunghi Kim, Contact Press
  51. 52 • #CMC2019 • @mbloomstein Voice Volume Vulnerability
  52. COOK’S ILLUSTRATED EXAMPLE
  53. COOK’S ILLUSTRATED EXAMPLE
  54. 56 • #CMC2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  55. 57 • #CMC2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  56. 58 • #CMC2019 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
  57. 59 • #CMC2019 • @mbloomstein A consistent voice, appropriate volume, and humanizing vulnerability empower users, building their confidence— and regaining their trust.
  58. 60 • #CMC2019 • @mbloomstein Do we live in a post-fact era?
  59. 61 • #CMC2019 • @mbloomstein Do we live in a post-fact era? When was the fact era?
  60. 62 • #CMC2019 • @mbloomstein ©CBS
  61. 63 • #CMC2019 • @mbloomstein Design won’t save the world— but it may make it more worth saving.
  62. 64 • #CMC2019 • @mbloomstein You cannot not communicate. Paul Watzlawick
  63. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.net/mbloomstein → TRUSTWORTHY BOOK COMING SOON  THANK YOU

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