Fostering Trust in Your Brand and Beyond at UX Content Strategy Montreal

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Margot Bloomstein

Today, organizations in every industry need a new strategy to earn trust, act with transparency, and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands. To regain the trust of consumers and citizens, marketers talk about empathy and authenticity. But how do you get beyond those buzzwords? Give more control to your audience—and they’ll put more trust in you. Empower your audience to earn their trust. Our tactical choices in content and design can engage, educate, and ultimately empower people. Drawing on examples from retail, publishing, government, and other industries, Margot will share lessons from her upcoming book, Trustworthy, about how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? These questions can drive design choices—and the way we respond can empower users and rebuild our ability to trust in society itself. Presented at UX Content Strategy Montreal on October 15, 2020, by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.

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Universalis Cosmographia, Martin Waldseemüller, 1507

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Where does authority
come from?

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“I’m here, you’re not, let me tell you about it.”

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“I’m here, you’re not, let me tell you about it.”
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360 With Anderson Cooper © CNN

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“I’m here, you’re not, let me tell you about it.”
Ugly Delicious © Netflix

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Parts Unknown © CNN
“I’m here, you’re not, let me tell you about it.”

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Inconsistency and irrelevance erode authority—
and stoke cynicism.

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For better or worse,
our internal truths trump external facts

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©Sam Morrison / www.presidentflopflops.com

Inconsistency erodes our ability to evaluate and trust.

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63% of the US population finds it difficult to
differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer

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This is our problem.

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This is our problem—and opportunity.

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Empowerment builds trust

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To regain your audience’s trust,
empower them with useful, usable
information

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Voice
Volume
Vulnerability

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Voice

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© Mailchimp Voice and Tone Principles, October 2019, Erin Crews

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Voice
Volume

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Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.

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©Yunghi Kim, Contact Press

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Voice
Volume
Vulnerability

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(cc) Dru Bloomfield

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COOK’S ILLUSTRATED EXAMPLE

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ADD OUTSIDE YOUR BUBBLE

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© Antsy Labs

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• Communicate quickly; update if necessary
• Take responsibility (in the first-person)
• Accurately and completely explain errors
• Detail what you will do resolve the issue

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https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

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https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

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https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

Margot Bloomstein
@mbloomstein & margot@appropriateinc.com
TRUSTWORTHY: HOW THE SMARTEST BRANDS BEAT CYNICISM
AND BRIDGE THE TRUST GAP COMING MARCH 2021!
Sign up at appropriateinc.com/trustworthy for more!
THANK YOU

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We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Margot will walk you through examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Seattle, #aeasea on March 4, 2019.

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Mass media and our most cynical memes say we live in a post-fact era. If that’s the case, who can we trust — and how do we invest our trust? We used to seek experts as arbiters of reality, but then looked to “people like us” whether we were picking a restaurant, planning a vacation, or clicking on a trending news item. But as our filter bubbles burst, consumers and citizens alike began to turn inward for the truth — and by designing for empowerment, the smartest organizations meet them there. In this exploration of some of today’s most engaging brands, content strategist Margot Bloomstein draws on two decades of personal experience building trust into companies, their websites, and their broader messaging. Author of Content Strategy at Work and the forthcoming Trustworthy, she explores why trust in the old guard has fallen apart — and then presents how today’s smartest companies and institutions rebuild trust by building and bolstering the knowledge of their customers. We’ll dig into examples from America’s Test Kitchen, Volkswagen, Crutchfield, GOV.UK, and other organizations of the public and private sector to ask: How do brands develop rapport when audiences let emotion cloud logic? What happens when cultural predisposition affects public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? You’ll see how design and content come together to empower users — and how the same tactics can work across industries, scale, and audience. You’ll uncover a play-by-play approach to educating and empowering consumers and citizens alike — and learn how thoughtful design and content can rebuild our sense of trust itself. Presented by Margot Bloomstein at Fluxible 2018, #fluxible2018, on September 23, 2018, in Kitchener-Waterloo, Ontario Canada.

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1. 1 • @mbloomstein Margot Bloomstein / @mbloomstein UX Content Strategy MTL October 15, 2020 FOSTERING TRUST IN YOUR BRAND AND BEYOND

2. 2 • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507

3. 3 • @mbloomstein Where does authority come from?

4. 4 • @mbloomstein “I’m here, you’re not, let me tell you about it.”

5. 5 • @mbloomstein “I’m here, you’re not, let me tell you about it.” 5 • #aeasf • @mbloomstein 360 With Anderson Cooper © CNN

6. 6 • @mbloomstein “I’m here, you’re not, let me tell you about it.” Ugly Delicious © Netflix

7. 7 • @mbloomstein7 • #aeasf • @mbloomstein Parts Unknown © CNN “I’m here, you’re not, let me tell you about it.”

8. 8 • @mbloomstein

9. 9 • @mbloomstein Inconsistency and irrelevance erode authority— and stoke cynicism.

10. 10 • @mbloomstein For better or worse, our internal truths trump external facts

11. 11 • @mbloomstein

12. 12 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com

13. Inconsistency erodes our ability to evaluate and trust.

14. 14 • @mbloomstein 63% of the US population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer

15. 15 • @mbloomstein This is our problem.

16. 16 • @mbloomstein This is our problem—and opportunity.

17. 17 • @mbloomstein Empowerment builds trust

18. 18 • @mbloomstein To regain your audience’s trust, empower them with useful, usable information

19. 19 • @mbloomstein Voice Volume Vulnerability

20. 20 • @mbloomstein Voice

21. 21 • @mbloomstein

22. 22 • @mbloomstein © Mailchimp Voice and Tone Principles, October 2019, Erin Crews

23. 23 • @mbloomstein

24. 24 • @mbloomstein Voice Volume

25. 25 • @mbloomstein

26. 26 • @mbloomstein

27. 27 • @mbloomstein

28. 28 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.

29. 29 • @mbloomstein

30. 30 • @mbloomstein

31. 31 • @mbloomstein ©Yunghi Kim, Contact Press

32. 32 • @mbloomstein Voice Volume Vulnerability

33. 33 • @mbloomstein (cc) Dru Bloomfield

34. 34 • @mbloomstein

35. 35 • @mbloomstein Vulnerability, like voice, tells people who you are. Establish and use your brand’s voice to find your audience—and help them find you.

36. COOK’S ILLUSTRATED EXAMPLE

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

41. 41 • @mbloomstein

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: HOW THE SMARTEST BRANDS BEAT CYNICISM AND BRIDGE THE TRUST GAP COMING MARCH 2021! Sign up at appropriateinc.com/trustworthy for more! THANK YOU