7 Ways Trusted Content Impacts Thought Leadership

How Trust is Manifested in

Top Funnel Social Content Marketing

Dr. Jim Barry

May, 2017

Session I

MKT 5225

Slide 2

Why Building Trust in Marketing is so Important?

• America’s wake-up call: “…Turn back the clock to 1950…”

• Record high buyer power raises the bar for competition

• Internet

• Global competition

• Free markets

• But traditional tools for competing (e.g., 4 Ps) are not enough

A 5% improvement in retention will boost

life time customer profits 25% to 95%.

Year 1

Year 2 Year 3 Year 4 Year 5 Year 6 Year 7

Pro

fits

Source: Bain & Company

Baseline profits

Referrals

More Purchases

Price Improvement

Cost Reduction

Slide 3

Change from 4 P’s to a Marriage

Metaphor Centered Around Trust

Traditional Marketing• Powerful Value Proposition packed under 4 P’s

• Bag ‘m, Tag ‘m, Automate ‘m and Get Rid of ‘m

• Use Social Media as Another Broadcast Channel

• Use Content to Bait

New Marketing• Inbound Marketing

• Return to Relationship Building (1950’s and Collective Cultures)

• Marriage Metaphor Build Around Trust

Slide 4

Benevolence & Relationship Investments

Expertise & Credibility

Shared Values

2-Way Open Communications

Trust

Customer Orientation

Social Bonds

Resembles a Cocktail Party

Social Media Marketing as a

Manifestation of Relationship Marketing

Slide 5

Benevolence &

Relationship

Investments

Customer

Orientation

Expertise &

Credibility Shared Values

2-Way Open

Communications Social Bonds

Numerous Trials

to Demonstrate

Sacrificed

Interests

Requires

Proposal & Joint

Problem Solving

Opportunities

Often

Demonstrated

Over Multiple

Service

Transactions

Difficult to

Articulate &

Demonstrate

Beyond PR

Claims

Often Obstructed by

Corporate Vetting &

Restricted to Select

Few Interactions

Typically Isolated

to Front-Line

Employees &

Select

Counterparts

Donated Content

for Helpful

Advice

Reflected in

Content

Evidence of Pain

Point

Understanding

Evidence

Shown in “How-

to” & Other

Content Offering

Tactical Help

Reinforced in

Storytelling,

Behind-the-

Scenes &

Content Themes

Enable by Social

Media Engagement

Tactics Encouraging

Audience

Contributions

Reinforced in

Social

Community

Support

Traditional

Sales Calls

Social

Media

Marketing

Social Media Marketing as a

Manifestation of Relationship Marketing

Slide 6

Transitioning to Social Content Marketing

Slide 7

Start with Theory

Slide 8

Personalized

FREEmiums

Thought LeadershipBrand Utility Visual Storytelling

Top-Funnel(Connect)

Bottom-Funnel(Differentiate & Convert)

Awareness(Stranger)

Evaluation(Consider Your Business)

Differentiation(Prefer Your Business)

Relate to Customer Journey

Getting Audiences to Know, Like & Trust You

EvidenceReal-Time

Help

Top/Mid-Funnel(Influence)

Bottom/Mid-Funnel(Engage & Nurture)

Interest(Know About Your Business)

Community

Expectation

Community

Expansion

Community

Excitement

Know You Like You Trust YouInspiring Your

CommunityValidating Your AuthorityHelping to Find You

Slide 9

Personalized

FREEmiums


Top-Funnel(Connect)

Bottom-Funnel(Differentiate & Convert)

Awareness(Stranger)

Evaluation(Consider Your Business)

Differentiation(Prefer Your Business)

Session I: Top Funnel Strategies for

Getting Audiences to Trust You

EvidenceReal-Time

Help

Top/Mid-Funnel(Influence)

Bottom/Mid-Funnel(Engage & Nurture)

Interest(Know About Your Business)

Community

Expectation

Community

Expansion

Community

Excitement

Know You Like YouTrust You

• T-R-U-S-T-E-D Behaviors

• T-R-U-S-T-E-D Content

Inspiring Your

Community

Validating Your Authority

Helping to Find You

Slide 10

Big Changes over Past Few Years

90% of all the data in

the world has been generated in

past 2 years.

Over 1 billion websites

(mostly blogs)

500 million

tweets per day

200+ billion

emails sent

per day Infobesity

Slide 11

Create Trusted Content for Thought Leadership

• Branding is being associated

with questions buyers are asking1

• Thought leadership implies authority with

helpful answers to these questions.

• This takes unique insights from someone we

know, like and trust.

1) Michael Brenner (Forbes Contributor)

Slide 12

Getting Others to Know, Like & Trust Us

• Donated content early in buying

cycle leaves trails of expertise for

people to know you.

• Perspective and personality can

make you likable.

• Add authentic engagement, and

audiences will begin to trust you.

Slide 13

Media for Thought

Leadership

Podcasts

Posts

Live Casting

Video

Slides

Webinars

Platforms & Groups for

Thought Leadership

LinkedIn

Blog Site

Google+Twitter

Forums

Early Generation Leveraged Tools for Thought Leadership

Leaders

Slide 14

TODAY…It’s About the Content Attributes & Author Behaviors

Source: Neal Schaffer

Slide 15

Today’s Leaders Capitalize on

Trusted Content and Behaviors

Trusted Author Behaviors Trusted Content

Slide 16

Trust Building with Trusted Behaviors

Trusted behaviors are exhibited through:• What you are willing to reveal

• Your willingness to genuinely help others

Slide 17

Trust Building with Transparent Behaviors

TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

Slide 18

Trust Building with Transparent Behaviors

Talk about things no one else discusses• What does a fiber glass pool cost?

• Who are the best suppliers?

• What are some shortcomings in pool life &

installation?

The Case of Riverside Pools & Spas

Slide 19

Trust Building with Relational Behaviors


Slide 20


Relational means• Showing your brand personality

behind-the-scenes

https://www.youtube.com/watch?v=AEABSGDZBI4

https://www.youtube.com/watch?v=AEABSGDZBI4

Slide 21


Relational means• Show behind-the-scenes

• Interacting

Slide 22



Slide 23

Trust Building with Unbiased Behaviors

Unbiased means• Avoiding self-serving spin

• Holding off on brand messaging until

relationship is established

Slide 24



Slide 25



Similarity &

Shared Values


Trust


Social Bonds

Trust Building with Similarity & Share Values

Slide 26

Trust Building with Similarity & Share Values

Shared Values means• Showing what you stand for

• Espousing a life style

• Connecting based on similar views

Apple

Innovation

Disney

Excitement

Dove

Sincerity

Chipotle

Organic Living

Red Bull

Ruggedness

Timberland

Social Responsibility

http://thepioneerwoman.com/




Slide 27

Being True to Self


Slide 28

True to Self means• Unscripted

• No corporate “frankenspeak”

• Telling it like it is

• Consistent persona

Being True to Self

Slide 29

Being True to Self

The Case of Gary Vaynerchuk – Internet Personality

https://youtu.be/7EIb7FaIvFw

https://youtu.be/7EIb7FaIvFw

Slide 30

Trust Building with Empathetic Behaviors

TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF EMPATHY DEPENDABLETRANSPARENT

Slide 31


Audiences want to know you care

& reflect their feelings• Cognitive empathy

• Audience centricity (draw out what others

want to discuss)

• Perspective taking (represent an audience

voice)

• Affective empathy• A genuine care and compassion for others’

problems

• Advocate of audience passions

Slide 32

Engagement builds influence through empathy


Inspiration

Engagement

Generosity

Trusted Authority

Recognition

Capacity for

Content

ResonanceEmpathy

2-Way

Engagement

0.14***/ns/ns0.22**0.21**

*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)

As measured by

a. Klout

b. Kred

c. Klear

Slide 33


Dove Always

https://www.youtube.com/watch?v=XpaOjMXyJGk

https://www.youtube.com/watch?v=XpaOjMXyJGk

https://www.youtube.com/watch?v=Emawq64b0DU

https://www.youtube.com/watch?v=Emawq64b0DU

Slide 34



Slide 35

Trust Building with Dependable Behaviors

Dependable means• Factually based

• Researched backed

• Honest journalism

Slide 36

• 64% trust search over other media sources

• 72% of millennials trust search1

1) According to the 2015 Edelman Trust Barometer (Heidi Cohen)


Slide 37


Slide 38

Trust Building with Trusted Behaviors

Trusted behaviors are exhibited through:• What you are willing to reveal

• Your willingness to genuinely help others

Slide 39

Today’s Leaders Capitalize on

Trusted Content and Author Behaviors

Trusted Author Behaviors Trusted Content

Slide 40

Trust Building with Trusted Content

Content is trusted when:• Audiences perceive you can solve their problems

• Audiences weigh in on the content’s value

Slide 41

Trust Building with Targeted Content

TRANSPARENT RELEVANT USER-GENERATED

SOCIALLY VALIDATED

TIMELY EXPERT-BACKED

DEMONSTRATEDTARGETED

“If your content marketing is for everybody, it’s for nobody.” – Joe Pulizzi, author of Epic Content

Slide 42

Persona Targeting for Custom Tailors

Audiences trust those who understand their world• Where do these folks hangout?

• What topics interest them?

• What are their spending motivations?

Slide 43

Business Segment 1

SpendingMotivation 1

Persona 1 Persona 2 Persona 3

Spending Motivation 2






Persona Targeting for Trust Building

Prominence Perfection Posturing

Pleasing

Saville Rows Polo Clubbers Monte Carlos

http://www.slideshare.net/madison1953/74-small-biz-persona-profiles-brand-value-stories

http://www.slideshare.net/madison1953/74-small-biz-persona-profiles-brand-value-stories

Slide 44


Slide 45


Slide 46


Slide 47

Trust Building with Targeted Content


SOCIALLY VALIDATED



Slide 48

Trust Building with Timely Content


SOCIALLY VALIDATED



Slide 49

Trust Building with Social Proof

https://www.youtube.com/watch?v=V6-0kYhqoRo

https://www.youtube.com/watch?v=V6-0kYhqoRo

Slide 50



SOCIALLY VALIDATED



Slide 51

Creating timely content around:• Urgencies

• Current

• Respond Quickly


Slide 52


Slide 53


Slide 54


Slide 55

Trust Building with Expertise


SOCIALLY VALIDATED



Slide 56


Expert backed means• Vetted for authority

• Referenced industry influencers

• Consistent reinforcement of expertise

https://www.americanexpress.com/us/small-business/openforum/explore/

https://www.americanexpress.com/us/small-business/openforum/explore/

Slide 57



• Referenced industry

influencers

• Consistent reinforcement

of expertise

http://www.socialmediaexaminer.com/2016-social-media-marketing-predictions-from-the-experts/

http://www.socialmediaexaminer.com/2016-social-media-marketing-predictions-from-the-experts/

http://www.business2community.com/content-marketing/25-experts-share-top-content-marketing-trends-2017-01588814#cTTukiVFi8uydXGb.97

http://www.business2community.com/content-marketing/25-experts-share-top-content-marketing-trends-2017-01588814#cTTukiVFi8uydXGb.97

Slide 58



• Referenced industry

influencers

• Consistent reinforcement

of expertise



Shared Values


Trust


Social Bonds

Slide 59

Content Planning for Expertise

Tutorial Blogs

• Top 10 considerations for calculating HOA special assessments

• 8 Ways to generate residential property revenue beyond rents & dues

• A guideline for minimizing community property security expenditures

Explainer Videos

• Top 10 reasons why property managers fail to balance budgets

• 6 reasons why HOAs lose their grip on delinquent collections

• Using special assessments and credit lines in lieu of annual due increases

Podcasts

• 12 ways to boost tenant referrals and renewals

• How to adequately account for hurricane preparation expenditures

• Securing lines of credit for property management overruns

The Case of a Real Estate Accountant

Slide 60

Inspiration

Operational

Helpfulness

Thought

Leadership

Capability

Market

Foresight

Trusted Authority

Recognition

Capacity for

Content

Resonance

Empathy

0.34*** 0.18*/.26***/0.24***


As measured by

a. Klout

b. Kred

c. Klear


Slide 61

Trust Building with Demonstrations


SOCIALLY VALIDATED



Slide 62

Trust Building with Demonstrated Solutions

https://www.youtube.com/watch?v=QrCLltThJzA

https://www.youtube.com/watch?v=QrCLltThJzA

https://twitter.com/lowes/status/325987460544884738

https://twitter.com/lowes/status/325987460544884738

Slide 63

Trust Building with Trusted Content

Content is trusted when:• Audiences perceive you can solve their problems

• Audiences weigh in on the content’s value

Slide 64

Course Layout

Slide 65

• Entertainment

• Inspiration

• Targeted Value (Triggers)• Searchability & Optimization• Topic Shareworthiness• Compelling Content

• T-R-U-S-T-E-D Behaviors

• T-R-U-S-T-E-D Content

Personalized

FREEmiums


Social Content Strategies for Customer Journey

Getting Audiences to Know, Like & Trust You

• Endorsements

• Case Studies

• Live Demos

• Trials

• Reviews

EvidenceReal-Time Help

• SoLoMo Context• Messaging• FAQ Chatbots• Decision/ROI

Templates

• Strategic Offers• Complimentary Apps• Free Audits/

Assessments

• Campaign Support• Frequency• Hosting• Tagging• Hash-tagging

• Acknowledgement• Involvement• Fun • Greater Good• Motivating

• Voice Consistency• Open Communication• Generous Sharing• Accountability• Participation

• Branded Content

• Retargeting

• Proprietary Audiences

• In-depth Education

• Influence Outreach

• Inspirational Appeal

• Influence Tactics

• Social Networking

Community ExpectationCommunity Expansion Community Excitement

Session ISession I & III Session II

Session VII

Session IV & VSession VI

Session VIII

• Brand Affinity

• Themes & Story Arcs

• Emotional Appeal

• Framing Your Scarcity

Know You Like YouTrust YouInspiring Your

Community Validating Your AuthorityHelping to Find You

Slide 66

Theory-based & Empirically Tested Framework

Theories for social media influence• Relationship marketing theories

• Transformational/charismatic leadership

theories

• Social capital theory

Empirical research• Survey of 171 social media influencers

• Factors driving capacity for content resonance

Slide 67

Factors Driving Social Media Influence

Content

Credibility

Inspiration

Operational

Helpfulness

Engagement

Generosity

Thought

Leadership

Capability

Market

Foresight

Trusted Authority

Recognition

Capacity for

Content

Resonance

Empathy

Visual

Storytelling

2-Way

Engagement

Humor

0.42*** 0.34***

0.22**0.21**

0.42***


As measured by

a. Klout

b. Kred

c. Klear