Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
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The document discusses the importance of trust and authority in communication, highlighting that inconsistency undermines credibility and fosters cynicism. It suggests that empowering audiences with useful content and maintaining a consistent voice can help rebuild trust. The author emphasizes the need for brands to communicate effectively, especially during crises, to regain confidence from their audience.
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
- 1. 1 • @mbloomstein @omnixconf #omnixconf Sponsored by Platinum Gold Silver Associate governance systems content design Transforming your brand into a trusted source Margot Bloomstein President Appropriate, Inc. @mbloomstein
- 2. 2 • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507
- 3. 3 • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507
- 4. 4 • @mbloomstein4 • #aeasf • @mbloomstein Where does authority come from?
- 5. 5 • @mbloomstein “I’m here, you’re not, let me tell you about it.”
- 6. 6 • @mbloomstein “I’m here, you’re not, let me tell you about it.” 6 • #aeasf • @mbloomstein 360 With Anderson Cooper © CNN
- 7. 7 • @mbloomstein “I’m here, you’re not, let me tell you about it.” Ugly Delicious © Netflix
- 8. 8 • @mbloomstein8 • #aeasf • @mbloomstein Parts Unknown © CNN “I’m here, you’re not, let me tell you about it.”
- 10. 10 • @mbloomstein Inconsistency and irrelevance erode authority— and stoke cynicism.
- 11. 11 • @mbloomstein For better or worse, our internal truths trump external facts
- 13. 13 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
- 14. Inconsistency erodes our ability to evaluate and trust.
- 15. 15 • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
- 16. 16 • @mbloomstein This is our problem.
- 17. 17 • @mbloomstein This is our problem—and opportunity.
- 18. 18 • @mbloomstein Empowerment builds trust
- 19. 19 • @mbloomstein To regain your audience’s trust, empower them with useful, usable content
- 23. 23 • @mbloomstein © Mailchimp Voice and Tone Principles, October 2019, Erin Crews
- 29. 29 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 32. 32 • @mbloomstein ©Yunghi Kim, Contact Press
- 34. 34 • @mbloomstein (cc) Dru Bloomfield
- 37. 37 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 38. 38 • @mbloomstein Your brand is at its most vulnerable when you just screwed up. You face the greatest risk in the aftermath: Do you double down on defeat, or do you embrace opportunity?
- 39. 39 • @mbloomstein © Antsy Labs
- 40. 40 • @mbloomstein • Communicate quickly; update if necessary • Take responsibility (in the first-person) • Accurately and completely explain errors • Detail what you will do resolve the issue
- 42. 42 • @mbloomstein https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/
- 43. 43 • @mbloomstein https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/
- 44. 44 • @mbloomstein https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/
- 45. 45 • @mbloomstein Earn trust by offering a consistent voice, the right volume of detail, and growth through vulnerability. Empower your audience and you’ll rebuild their confidence in themselves, your brand, and the world.
- 46. Margot Bloomstein @mbloomstein margot@appropriateinc.com TRUSTWORTHY BOOK COMING MARCH 2021 SIGN UP AT APPROPRIATEINC.COM TO HEAR MORE! THANK YOU