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
- 41. 41 • #CMC2019 • @mbloomstein
- 42. 42 • #CMC2019 • @mbloomstein Voice Volume
- 43. 43 • #CMC2019 • @mbloomstein
- 44. 44 • #CMC2019 • @mbloomstein
- 45. 45 • #CMC2019 • @mbloomstein
- 46. 46 • #CMC2019 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 47. 47 • #CMC2019 • @mbloomstein
- 48. 48 • #CMC2019 • @mbloomstein
- 49. 49 • #CMC2019 • @mbloomstein Courage in our convictions Empirical proof
- 50. 50 • #CMC2019 • @mbloomstein
- 51. ©Yunghi Kim, Contact Press
- 52. 52 • #CMC2019 • @mbloomstein Voice Volume Vulnerability
- 56. 56 • #CMC2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 57. 57 • #CMC2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 58. 58 • #CMC2019 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 59. 59 • #CMC2019 • @mbloomstein A consistent voice, appropriate volume, and humanizing vulnerability empower users, building their confidence— and regaining their trust.
- 60. 60 • #CMC2019 • @mbloomstein Do we live in a post-fact era?
- 61. 61 • #CMC2019 • @mbloomstein Do we live in a post-fact era? When was the fact era?
- 62. 62 • #CMC2019 • @mbloomstein ©CBS
- 63. 63 • #CMC2019 • @mbloomstein Design won’t save the world— but it may make it more worth saving.
- 64. 64 • #CMC2019 • @mbloomstein You cannot not communicate. Paul Watzlawick
- 65. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.net/mbloomstein → TRUSTWORTHY BOOK COMING SOON THANK YOU