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Authenticity and trust
    on the Internet


    Chris Heathcote
    @antimega
    anti-mega.com

I realised after submitting it that this sounds like the most boring talk ever from this title
or




so I’m renaming it
got to be real
if you think I’m going to be talking about things like OpenID, OAuth
well, sorry, I’m not
                       x
not talking about
   technical trust



I’m not talking about technical ideas of trust
identity
   trust
   authenticity



these words have been co-opted to be technical specifications
trust is rarely binary




that don’t work the same way as their equivalents in the real world
trust grows over time




you gain trust over time
generally, we are
   trusting



we as humans trust others - this is a good thing
& we’re very good at
   smelling rats



and we’re good at judging how much we should trust each other
here’s a restaurant review comment, probably by PR - slightly too much detail, people write
in a different way when they have an agenda
on the Internet we
   have so little to go on



but we have very little information with which to make a decision
looking for broken
   windows



so we look for the things that seem wrong - any little thing
I’m never an Honoured Customer...
basic craft




so, there’s trust that comes from the craft of graphic design, web design and copywriting
Dopplr




when Dopplr launched...
TripIt vs dopplr




TripIt also launched, but it just felt... American - so I used Dopplr
Google in 1999 - looks pretty much the same as now
this is how Google started in 1998, reminds me of what Altavista - then the #1 - looked like
ESTA




does this inspire confidence? It looks like it was designed on paper rather than being of the
web
and this is one way of filing your tax return in the US - it smells wrong, like it’s a downloaded
template. Even the security certificate is attributed to the generic-sounding Free File Alliance.
disclaimer




A disclaimer: I am not talking on behalf of gov.uk - but I have just started working there
gov.uk




It’s a solid, modern design and at least you’ll get a consistent experience with any interaction
with the Government online - trust gets built through re-use
anti-design




there are many anti-design patterns that reduce trust
Verified by Visa looks undesigned and is at odds with the site you’re using
lockerz




I’m not sure, but I think Lockerz wants me to sign up with Facebook
Facebook apps




Facebook apps just don’t give enough information to judge - who made it, what will it do,
what does it let me do
Yes Men




on the flip side, it’s attention to detail and craft that lets people like the Yes Men dupe others
- there’s a facebook widget, Twitter, written in corporatese...
authenticity




it’s about being authentic and genuine
authenticity increases
   trust



which creates trust
authenticity can come
   from many things...
   product
   provenance
   people

and there are many ways of proving authenticity
product




products have an easy authenticity - they exist - but also how they’re made and what they do
Brompton




Brompton make bikes. They’re designers and makers.
And they’re all still built in West London. they did look at Chinese manufacture, but it ended
up being about the same price, and they’d lose all of their sales in China & Asia if they didn’t
have this story and authenticity.
we love a good story




people love stories, and love products and services with a story
Moleskine started production in 1994. It’s not an old brand. But they use a bit of slightly
weaselly copy to associate themselves with being 200 years old (fwiw, moleskine was the
generic term used by artists to describe similar notebooks).
heritage




heritage is a great story to tell
you only have a
   heritage if one day you
   start making something
   new


but I want to be clear: you can only have a heritage if one day you make something new
the romance of history




many stories of authenticity are a romantic view - of a product’s history
physical products have
   the romance of making



or the romance of making and craft: which many makers don’t realise - because it’s their day
job and there’s little romance in the actual grind of making things day after day
provenance




where things come from is a good, authentic story
Hiut




Hiut Denim have a simple premise - their town is making jeans again
which is exactly what Cardigan used to do
Historytag - the provenance of your individual object - they take photos of your jeans as
they’re being made. They also embed the story directly in the product.
Nokia always wanted to be American, or Japanese. It just couldn’t understand why it could or
should be proud of a long Finnish history.
and now, all physical products now have to be completely clear about their provenance, and
their suppliers’ provenance
http://www.enoughproject.org/conflict-minerals
all the way back to raw materials - tin, tantalum, tungsten both cause war and enslave
children in the Congo - blood electronics. We don’t own conflict-free electronics.
Internet companies shy
   away from being from
   somewhere



or actually, generally try to pretend to be American, or at least from somewhere in the mid-
Atlantic
it doesn’t have to be complicated... an address you can look up in Google Maps
startups proud to be
   from Berlin?



but it could be so much more
people
personality




What many of the original popular web sites had in common was that it was small teams with
buckets of personality
Flickr, Delicious,
   Upcoming ... people of
   the web on the web



and these people were on the web, using their product, using other services
proud




they were proud of what they had made
some of Brompton’s employees
even companies making machines of war
have a human side
faceless




many start-ups and small businesses are faceless
some systems give you little to work on - Ebay added seller ratings were introduced to add
elements of trust - taken together with the amount of feedback and what people have written
Kickstarter gives you the same design and format for every project... It’s hard to discern who
will be good at making and producing. It’s pretty easy to find someone to make you a
convincing video, harder to make products.
People have really lost their sense of smell as to whether the people behind a project will be
able to keep their promise.
Authenticity & trust on the Internet
When I first saw pebble is sounded great but I knew how hard it would be to make.
...so to see they’d got a prototype, and that they’ve done it before, that’s when I pledged my
money.
companies companying




I feel there’s no better advertisement than seeing that a company is doing its job
even at a base level, numbers.
This says millions of people have not been fired for using Basecamp.
37signals




and personal stories of users
even companies like General Electric can show their long history of making and doing on a
tumblr
net-a-porter




but you can go further - this shows live shopping on net-a-porter.
bookdepository




and the same for books on thebookdepository
Things showing liveness give you confidence that you’re doing the right thing
33 other people cannot be wrong.
Even constant Twitter updates on how things are going
countries countrying




I love that this phenomenon has grown to promote countries, too.
Iceland




Iceland’s not had much luck recently. And therefore not much money to promote itself.
They’ve got a blog...
and are on Twitter...
and Facebook...
and tumblr....
and vimeo....
but they’re doing some even more interesting things. This flickr group encourages locals and
tourists to upload pictures from all around Iceland...
...that turns into a tumblr.
There’s every single word in Icelandic...
Icelandic bands that are not Sigur Ros...
a shop for good Icelandic music...
Single serving Internet jokes du jour...
The whole campaign is just a small group of people given the freedom to create and make a
personality that tells you more about the country than glossy brochureware.
Sweden




Sweden started doing something similar, but even cleverer.
They give the @sweden Twitter account to a different Swede every week.
They get to talk about whatever they want.
A mix of attitudes, politics, daily life...
Here’s Sweden talking to New Zealand on twitter.
And they’ve had all kinds of people - Internet entrepreneurs, lesbian truckdrivers... [since
this, there’s been some controversy as the chosen curators has spoken their opinions - but
instead of shutting them down, it’s been a case of the Internet engaging in conversation (and
criticism)]
Twitter can be a
different way to talk
with customerspeople
FGW Twitter




This started as just one customer support representative. People started having conversations
with her.
People aren’t really expecting answers to rhetorical frustration.
first direct




First Direct have a great brand, but these responses are still slightly depersonalised.
Aviva




Here’s an insurance company. Look, there’s Dave & Marv, they’re who you’re talking to.
It’s a lot harder to be
an arsehole when you
can picture the person
you’re talking to
Don’t depersonalise as
   it grows



Response times to large customer support twitter feeds is slowing to days - the same as
email or web support. People like that Twitter support feels different to standard support
channels.
could this be taken
further?
“Well, are you proud of
what’s going on inside
your company? Are you
proud enough to pull up
the shades and let
people see inside?”
Douglas Rushkoff
http://cheath.co/rushkoffquote
gov.uk github?




Again a disclaimer that I’m not talking on behalf of gov.uk... but most of our code is available
on github for people to see and even help develop.
But I want to talk about an even bigger project - Ford nearly got it right in 2000, maybe just a
bit too early. Ford wanted to give all employees a computer & internet connection - so they
could listen to real customers and even support them. If you have a brake problem, you want
to talk to the person who design the brakes, not a CS agent.
happy employees




And the only way you can open up like that is to have truly happy, engaged employees.
that won’t be sacked
   for making mistakes



- that won’t be told of for talking to customers
“Every company has a
  social media strategy
  whether they know it
  or not.”
   Douglas Rushkoff
   http://cheath.co/rushkoffquote


“You can have your dedicated social media person chasing down consumer complaints, but
your real social media strategy is how are the people who work at your company and the
people who buy from your company and people who supply to your company, how are they
talking about you?”
radical, personal
   authenticity



This is a radical, personal authenticity: the same authenticity and openness that start-ups can
have, scaled massively to the largest of companies. Hard to do but offers a genuine
advantage over your competition.
Thank you.

   @antimega
   anti-mega.com


Thanks.

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Authenticity & trust on the Internet

  • 1. Authenticity and trust on the Internet Chris Heathcote @antimega anti-mega.com I realised after submitting it that this sounds like the most boring talk ever from this title
  • 3. got to be real
  • 4. if you think I’m going to be talking about things like OpenID, OAuth
  • 6. not talking about technical trust I’m not talking about technical ideas of trust
  • 7. identity trust authenticity these words have been co-opted to be technical specifications
  • 8. trust is rarely binary that don’t work the same way as their equivalents in the real world
  • 9. trust grows over time you gain trust over time
  • 10. generally, we are trusting we as humans trust others - this is a good thing
  • 11. & we’re very good at smelling rats and we’re good at judging how much we should trust each other
  • 12. here’s a restaurant review comment, probably by PR - slightly too much detail, people write in a different way when they have an agenda
  • 13. on the Internet we have so little to go on but we have very little information with which to make a decision
  • 14. looking for broken windows so we look for the things that seem wrong - any little thing
  • 15. I’m never an Honoured Customer...
  • 16. basic craft so, there’s trust that comes from the craft of graphic design, web design and copywriting
  • 18. TripIt vs dopplr TripIt also launched, but it just felt... American - so I used Dopplr
  • 19. Google in 1999 - looks pretty much the same as now
  • 20. this is how Google started in 1998, reminds me of what Altavista - then the #1 - looked like
  • 21. ESTA does this inspire confidence? It looks like it was designed on paper rather than being of the web
  • 22. and this is one way of filing your tax return in the US - it smells wrong, like it’s a downloaded template. Even the security certificate is attributed to the generic-sounding Free File Alliance.
  • 23. disclaimer A disclaimer: I am not talking on behalf of gov.uk - but I have just started working there
  • 24. gov.uk It’s a solid, modern design and at least you’ll get a consistent experience with any interaction with the Government online - trust gets built through re-use
  • 25. anti-design there are many anti-design patterns that reduce trust
  • 26. Verified by Visa looks undesigned and is at odds with the site you’re using
  • 27. lockerz I’m not sure, but I think Lockerz wants me to sign up with Facebook
  • 28. Facebook apps Facebook apps just don’t give enough information to judge - who made it, what will it do, what does it let me do
  • 29. Yes Men on the flip side, it’s attention to detail and craft that lets people like the Yes Men dupe others - there’s a facebook widget, Twitter, written in corporatese...
  • 30. authenticity it’s about being authentic and genuine
  • 31. authenticity increases trust which creates trust
  • 32. authenticity can come from many things... product provenance people and there are many ways of proving authenticity
  • 33. product products have an easy authenticity - they exist - but also how they’re made and what they do
  • 34. Brompton Brompton make bikes. They’re designers and makers.
  • 35. And they’re all still built in West London. they did look at Chinese manufacture, but it ended up being about the same price, and they’d lose all of their sales in China & Asia if they didn’t have this story and authenticity.
  • 36. we love a good story people love stories, and love products and services with a story
  • 37. Moleskine started production in 1994. It’s not an old brand. But they use a bit of slightly weaselly copy to associate themselves with being 200 years old (fwiw, moleskine was the generic term used by artists to describe similar notebooks).
  • 38. heritage heritage is a great story to tell
  • 39. you only have a heritage if one day you start making something new but I want to be clear: you can only have a heritage if one day you make something new
  • 40. the romance of history many stories of authenticity are a romantic view - of a product’s history
  • 41. physical products have the romance of making or the romance of making and craft: which many makers don’t realise - because it’s their day job and there’s little romance in the actual grind of making things day after day
  • 42. provenance where things come from is a good, authentic story
  • 43. Hiut Hiut Denim have a simple premise - their town is making jeans again
  • 44. which is exactly what Cardigan used to do
  • 45. Historytag - the provenance of your individual object - they take photos of your jeans as they’re being made. They also embed the story directly in the product.
  • 46. Nokia always wanted to be American, or Japanese. It just couldn’t understand why it could or should be proud of a long Finnish history.
  • 47. and now, all physical products now have to be completely clear about their provenance, and their suppliers’ provenance
  • 48. http://www.enoughproject.org/conflict-minerals all the way back to raw materials - tin, tantalum, tungsten both cause war and enslave children in the Congo - blood electronics. We don’t own conflict-free electronics.
  • 49. Internet companies shy away from being from somewhere or actually, generally try to pretend to be American, or at least from somewhere in the mid- Atlantic
  • 50. it doesn’t have to be complicated... an address you can look up in Google Maps
  • 51. startups proud to be from Berlin? but it could be so much more
  • 53. personality What many of the original popular web sites had in common was that it was small teams with buckets of personality
  • 54. Flickr, Delicious, Upcoming ... people of the web on the web and these people were on the web, using their product, using other services
  • 55. proud they were proud of what they had made
  • 56. some of Brompton’s employees
  • 57. even companies making machines of war
  • 58. have a human side
  • 59. faceless many start-ups and small businesses are faceless
  • 60. some systems give you little to work on - Ebay added seller ratings were introduced to add elements of trust - taken together with the amount of feedback and what people have written
  • 61. Kickstarter gives you the same design and format for every project... It’s hard to discern who will be good at making and producing. It’s pretty easy to find someone to make you a convincing video, harder to make products.
  • 62. People have really lost their sense of smell as to whether the people behind a project will be able to keep their promise.
  • 64. When I first saw pebble is sounded great but I knew how hard it would be to make.
  • 65. ...so to see they’d got a prototype, and that they’ve done it before, that’s when I pledged my money.
  • 66. companies companying I feel there’s no better advertisement than seeing that a company is doing its job
  • 67. even at a base level, numbers. This says millions of people have not been fired for using Basecamp.
  • 69. even companies like General Electric can show their long history of making and doing on a tumblr
  • 70. net-a-porter but you can go further - this shows live shopping on net-a-porter.
  • 71. bookdepository and the same for books on thebookdepository
  • 72. Things showing liveness give you confidence that you’re doing the right thing
  • 73. 33 other people cannot be wrong.
  • 74. Even constant Twitter updates on how things are going
  • 75. countries countrying I love that this phenomenon has grown to promote countries, too.
  • 76. Iceland Iceland’s not had much luck recently. And therefore not much money to promote itself.
  • 77. They’ve got a blog...
  • 78. and are on Twitter...
  • 82. but they’re doing some even more interesting things. This flickr group encourages locals and tourists to upload pictures from all around Iceland...
  • 83. ...that turns into a tumblr.
  • 84. There’s every single word in Icelandic...
  • 85. Icelandic bands that are not Sigur Ros...
  • 86. a shop for good Icelandic music...
  • 87. Single serving Internet jokes du jour...
  • 88. The whole campaign is just a small group of people given the freedom to create and make a personality that tells you more about the country than glossy brochureware.
  • 89. Sweden Sweden started doing something similar, but even cleverer.
  • 90. They give the @sweden Twitter account to a different Swede every week.
  • 91. They get to talk about whatever they want.
  • 92. A mix of attitudes, politics, daily life...
  • 93. Here’s Sweden talking to New Zealand on twitter.
  • 94. And they’ve had all kinds of people - Internet entrepreneurs, lesbian truckdrivers... [since this, there’s been some controversy as the chosen curators has spoken their opinions - but instead of shutting them down, it’s been a case of the Internet engaging in conversation (and criticism)]
  • 95. Twitter can be a different way to talk with customerspeople
  • 96. FGW Twitter This started as just one customer support representative. People started having conversations with her.
  • 97. People aren’t really expecting answers to rhetorical frustration.
  • 98. first direct First Direct have a great brand, but these responses are still slightly depersonalised.
  • 99. Aviva Here’s an insurance company. Look, there’s Dave & Marv, they’re who you’re talking to.
  • 100. It’s a lot harder to be an arsehole when you can picture the person you’re talking to
  • 101. Don’t depersonalise as it grows Response times to large customer support twitter feeds is slowing to days - the same as email or web support. People like that Twitter support feels different to standard support channels.
  • 102. could this be taken further?
  • 103. “Well, are you proud of what’s going on inside your company? Are you proud enough to pull up the shades and let people see inside?” Douglas Rushkoff http://cheath.co/rushkoffquote
  • 104. gov.uk github? Again a disclaimer that I’m not talking on behalf of gov.uk... but most of our code is available on github for people to see and even help develop.
  • 105. But I want to talk about an even bigger project - Ford nearly got it right in 2000, maybe just a bit too early. Ford wanted to give all employees a computer & internet connection - so they could listen to real customers and even support them. If you have a brake problem, you want to talk to the person who design the brakes, not a CS agent.
  • 106. happy employees And the only way you can open up like that is to have truly happy, engaged employees.
  • 107. that won’t be sacked for making mistakes - that won’t be told of for talking to customers
  • 108. “Every company has a social media strategy whether they know it or not.” Douglas Rushkoff http://cheath.co/rushkoffquote “You can have your dedicated social media person chasing down consumer complaints, but your real social media strategy is how are the people who work at your company and the people who buy from your company and people who supply to your company, how are they talking about you?”
  • 109. radical, personal authenticity This is a radical, personal authenticity: the same authenticity and openness that start-ups can have, scaled massively to the largest of companies. Hard to do but offers a genuine advantage over your competition.
  • 110. Thank you. @antimega anti-mega.com Thanks.