http://blog.DrKPI.com/hsbc-money-laundering Benchmarking using standard KPIs shows that building trust with your tweets, blog posts and company white papers is DIFFICULT. REPUTATION AND TRUST are often lowered by showing the wrong behavior and sharing content before having checked its QUALITY !

1. Can I trust you?
http://blog.DrKPI.com/IMF-HSBC
• You are what
you tweet
• Garbage in =>
garbage out
• Hard built
trust is easily
lost
| In these slides
we address:
1
Dominique Stephen
Strauss-Kahn Green
Ex-IMF Boss Ex-HSBC Boss

2. The 2 tweets above refer to a study.
BUT can we trust the study’s findings?
Before you tweet the story / research results: Check
https://twitter.com/AldoGnocchi/status/562242987506532352
2
You are what you tweet

3. The tweet refers to web content that summarises two studies.
1. Eccolo
2. Kapost
http://www.emarketer.com/Article/Dont-Forget-About-B2B-Tech-Buyers-Post-Purchase/1011936?ecid=SOC1001
3
You are what you tweet

4. 4
Eccolo: How you ask matters !
Does everybody understand the same?
What is “thought leadership content” ?
http://eccolomedia.com/eccolo-media-2015-b2b-technology-content-survey-report-vol2.pdf

5. This is a convenience sample = ask your friends and clients to reply.
 Non-representative data set for the US.
http://eccolomedia.com/sales-cycle-what-content-goes-where/
5
Eccolo: Data collected depends on subject selection

6. Where do you ask about:
“Visual, short, and
provocative...”?
If your data do not say anything about this matter, do not make it up !
http://eccolomedia.com/sales-cycle-what-content-goes-where/
6
Eccolo : Are you serious ?

7. The blogger did not answer
my question !
http://marketeer.kapost.com/target-audience-research/#axzz3QlXUFccH
If you want to join the dialog, follow the top 100 CEO
bloggers:
 answer your readers’ questions promptly !
7
Kapost: Make sure your
subjects understand

8. From: Lorie Loe Bold text added by Urs
Date: Wed, Feb 4, 2015 at 9:23 PM
Subject: RE: Report what is thought leadership
To: "Urs E. Gattiker, Ph.D."
Hello, Urs and thank you for your interest in the Eccolo Media 2105 B2B Technology
Content Survey Report.
In response to your question, Eccolo Media’s definition of thought-leadership
content is as follows: thought-leadership content from a vendor should report on a
new business or technology trend, and/or provide the vendor’s opinion about a new
business or technology trend. Thought-leadership content focuses on the vendor’s
perspective on how the industry is advancing or changing, and how they believe
technology will evolve to address these changes. Thought-leadership content should
NOT focus on promoting the vendor’s product or services, or provide technology detail
about a vendor’s specific solution. This type of content would more correctly be
described as marketing or sales content, not thought-leadership content.
8
Eccolo: Does the average respondent understand this ?

9. Sometimes a term’s definition is not shared or known by all survey
respondents. Hence, to improve data quality, give a definition:
“By drawing on research, thought leadership content provides
the targeted audience with new insights for solving problems.”
Build trust: Refrain from referring to sloppy research and metrics!
9
Keep it Simple Stupid (KISS) for your readers

10. 1. You are what you tweet: Don’t damage your
expert status:
- check the facts, ONLY thereafter
- blog or tweet about a study or news article!
10
CONCLUSION
How to build trust

11. 1. You are what you tweet: Don’t damage your
expert status by being sloppy:
- check the facts, ONLY thereafter
- blog or tweet about a study or news article!
2. Garbage in => garbage out: Do not “draw” more insights from
your data than they can actually provide.
11
CONCLUSION
How to build trust

12. 1. You are what you tweet: Don’t damage your
expert status by being sloppy:
- check the facts, ONLY thereafter
- blog or tweet about a study or news article!
2. Garbage in => garbage out: Do not “draw” more insights from
your data than they can actually provide.
3. Hard built trust is easily lost. Provide quality for your audience.
This protects your reputation and fosters trust.
12
CONCLUSION
How to build trust

13. eMarketer.com provides news for free to newsletter subscribers.
eMarketer.com does neither guarantee for the quality of its
newsletter’s content, nor its editorial independence.
13
You get what you pay for !

14. eMarketer.com provides news for free to newsletter subscribers.
eMarketer.com does neither guarantee for the quality of its
newsletter’s content, nor its editorial independence.
Next time
Before tweeting about an eMarketer or anybody’s study or research
findings, check the facts FIRST or:
 risk damage to your reputation, and
 loosing your readers’ trust.
14
You get what you pay for !

15. Leaked Swiss data containing 6,000 British
names handed to the HMRC in May 2010,
months before Stephen Green was made
Tory trade minister.
.
15
HSBC Geneva Swissleak Compliance fail

16. Leaked Swiss data containing 6,000 British
names handed to the HMRC in May 2010,
months before Stephen Green was made
Tory trade minister.
He has never been grilled over the goings-on
at HSBC Geneva subsidiary.
In his 2009 book, Lord Green, an ordained
Minister of the Church of England preaches
why people should not dodge taxes.
16
HSBC Geneva Swissleak Compliance fail