Putting TRUST at the core of communication strategies

1. Create trust

2. Build relationship

s

3. Create connected journeys

3

Key findings

4

Decline in trust in business and brands

Innovation fatigue

Ever increasing trust in social media

Individuals over brands are trusted

5

How can we build trusted and valuable engagement

programmes in a world of distrust and information

overload?

Why trust?

“Our very survival as a human race depends on surrounding ourselves with people who believe what we believe” Simon Sinek, Author of “Start with Why?”00.45>

Trust helps us to navigate decisions – the more complex the decision, the more important role trust will play

But how do we build trust?

Dame Onora O’Neill, philosopher and author

Trust or trustworthy?

3 pillars of trustworthinessTrustworthines

s1.

Competent

Expert in our field, and

recognised by other experts

2. Honest

Open, honest,

transparent in all our

interactions

3. Reliable

Responsive, consistent,

recognisable tone

Dame Onora O’Neill, philosopher and author

The ABCD Trust Model

ABLECompetent, expert, experienced

BELIEVABLEHonest, fair, open

CONNECTEDInteracts, networked

DEPENDABLEResponsive, reliable, consistent

TRUST

Ken Blanchard, Trust Works, published 2013

Profile the audiences

Map the journey

they experienc

e

Overlay emotions onto the journey

Anticipate needs at

each stage of the

journey

Evaluate how well needs are currently

being met

We design an

experience to meet

those needs

The standard approach to developing patient engagement programmes

DYNAMIC SOCIAL INTEGRATION

…so we need a new approach….

Collaboration Content Cycle Social & Third Party

• Social listening and active forum monitoring

• Google and search traffic analysis

• Owned social channels• PR & Media insights and

opportunities• Patient Advocacy Group

partners

1. IDENTIFY NEED

Engage & collaborate

2. SOURCE COLLABORATORS

Collate ideas and contributions

3. DEVELOP CONTENT

• Paid social media• SEO• PR & Media opportunities• Patient Advocacy Group

promotion

6. MAXIMISE REACH

Amplify through collaborators

5. ALERT COLLABORATORS

Publish article and encourage

ongoing discussion

4. PUBLISH CONTENT

We begin by identifying real needs or opinions being expressed by our audiences and influencers which could create an opportunity for us to begin to engage

We agree a content topic, and source an expert to support the content development. We look for additional contributions from the community.

We develop the content, and reference contributions made from our partners and other collaborators

We can then publish the content on our own site, and share the publication through our own social channels

We look to connect to our partners and contributors, asking for their thoughts and feedback on the content we have created.

Through targeted paid media, we can amplifiy the reach and impact of the content we have created and the associated support and interaction that has been achieved.

1

2

3

4

5

6

Example Topic: the potential of music•Through listening to social spaces, we can identify themes and conversations that are happening, such as this:Music can inspire, distract, soothe, energise, relax……What could it mean for AS patients?

21

Building trust into the ecosystem

ABLE

DEPENDABLECONNECTED

BELIEVABLE

For more information, connect with me on ross.taylor@publicishealthcare.com or on www.twitter.com/rossintheshed