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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Do you trust me now?
@rahelab
Rahel Anne Bailie
Content in the age of social media
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Testing trust is a continuous activity.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
I thought I was the only one who did this!
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Certain functions use the same area of the brain. Chewing gum
and driving is ok, but texting and driving isn’t.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Counter-intuitively, some background visual noise may help
concentration.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Your brain filters out what you don’t need, so you can pay
attention to what you do need.
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© 2014 Intentional Design Inc. All rights reserved.
Sorting through each sign, while driving, is cognitive overload.
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© 2014 Intentional Design Inc. All rights reserved.
Gamma waves help you tune in – literally, it seems.
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© 2014 Intentional Design Inc. All rights reserved.
Cells from two areas of the brain can literally tune into each
other’s wavelength.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
The cocktail party effect: the ability to focus by filtering out
background noise.
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© 2014 Intentional Design Inc. All rights reserved.
Before you focus, you decide which conversation you will
consider joining.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Social judgement:
Do I trust you right now?
Will I trust you later?
Can I trust you ever?
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
SOCIAL
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Social channels are many, and vary by audience.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Customers may claim they don’t
care about social in a business
context. They’re in denial.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Feelings of social acceptance or
rejection works online as in real life.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Unless we’re creating content
meant for social validation and
social interaction, we’re not
doing it right.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
The Jones generation like
anonymity and privacy.
Millenials want social proof.
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© 2014 Intentional Design Inc. All rights reserved.
Genres
Persuasive
Edutainment
Instructional
Support
Entertainment
Channels
Marketing
Pre-sales
Sales and adoption
Support and renewal
Social
Is your “social” really social?
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Do you have an
omnichannel approach?
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© 2014 Intentional Design Inc. All rights reserved.
Get social business right: listen and analyse to gain insights.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Social media is often just
another output channel.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Social media is not the same
as social business. One-way
communication is not social.
It’s advertising.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Social business is a state of mind,
that happens in an organisation
that has matured socially.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Everybody in the business
should be a brand ambassador.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Success is more complex than likes
and follows. As are people.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Not all social is created equal.
Some things should stay private.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
CONTENT
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Users? Consumers? Or a party
in our conversations?
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© 2014 Intentional Design Inc. All rights reserved.
Doing social goes back to Cluetrain basics, published in 1999.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Is our content fit for purpose?
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Cross-device delivery is no longer
an option. Just do it.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Where there is sharing across
devices, think about
synchronisation.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Platform: should it matter
what device I use if I want to
communicate with someone?
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Personalisation: it won’t happen
without the right delivery
infrastructure.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Ephemeral content:
here, then gone.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Transitory content
+ ephemeral offers
= stealth marketing.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Transitory content can create
pressure – or relief.
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© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
The social aspects we need to
consider have grown exponentially.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Combining theories of
focus + filter + tech + social
= our practice.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
TRUST
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© 2014 Intentional Design Inc. All rights reserved.
Each transaction is a like a token trade. You can get more
tokens, or forfeit all tokens in a single bad hand.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Multiple types of trust
What we trust
Hard (tech)
Soft (brand)
How we trust
Rational
Emotional
Length of interaction
Transient interactions
Long-term relationships
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
TRUST AND SOCIAL
Design professionalism Detailed analysis
Intent to trust Trusting activities Trusting relationship
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Our efforts can cause ill will when users feel like lab rats:
manipulated through social experiments.
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© 2014 Intentional Design Inc. All rights reserved.
TRUST AND CONTENT
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Trust and design
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Trust and user experience
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Do we deserve their trust?
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Thank you
Resources used to inform
this presentation can be found at http://intentionaldesign.ca/do-you-trust-me-now
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Vancouver, BC, Canada / London, UK
By telephone:
Canada +1.604.837.0034
UK +44 (0)7869 643 685
Social media: rahelab
By email:
Mailing address:
Provided upon request
Speaking and workshops:
Bailie.com