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Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX

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Mass media and our most cynical memes say we live in a post-fact era. Who can we trust—and how do our users invest their trust? Without addressing those challenges, marketing falls flat. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we’re planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there.

Empower your audience to earn their trust. Presenting a new strategy for content and design that addresses empowerment, Margot will share 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, build their confidence, and strengthen your brand. Embracing a new strategy, your work can drive something even more important: hope.

Delivered as a keynote to OmnichannelX 2020, #OmniXConf, in Amsterdam and virtually by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.

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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.”
  9. 9 • @mbloomstein
  10. 10 • @mbloomstein Inconsistency and irrelevance erode authority— and stoke cynicism.
  11. 11 • @mbloomstein For better or worse, our internal truths trump external facts
  12. 12 • @mbloomstein
  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
  20. 20 • @mbloomstein Voice Volume Vulnerability
  21. 21 • @mbloomstein Voice
  22. 22 • @mbloomstein
  23. 23 • @mbloomstein © Mailchimp Voice and Tone Principles, October 2019, Erin Crews
  24. 24 • @mbloomstein
  25. 25 • @mbloomstein Voice Volume
  26. 26 • @mbloomstein
  27. 27 • @mbloomstein
  28. 28 • @mbloomstein
  29. 29 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  30. 30 • @mbloomstein
  31. 31 • @mbloomstein
  32. 32 • @mbloomstein ©Yunghi Kim, Contact Press
  33. 33 • @mbloomstein Voice Volume Vulnerability
  34. 34 • @mbloomstein (cc) Dru Bloomfield
  35. 35 • @mbloomstein
  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 BOOK COMING MARCH 2021 SIGN UP AT APPROPRIATEINC.COM TO HEAR MORE! THANK YOU

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