Trust 2.0 … Get Used To It

12 12 2008

I am more and more convinced that 2.0 is a mindset.  I was on Twitter (like always) last weekend between attending to the urgent lives of my 5 and 3 year olds… (Tonka trucks and other logistical movements) and struck up a conversation with @bakespace (bake who you may say? … twitter name/id). Much of our conversation was based on the rise of Digital Divide 2.0 which I see happening as Social Media reaches out to more human beings. You could argue that social networking sites in general are a generational thing and ultimately we will all be on there . You could also argue that it’s an early adopter phenomenon.  I tend to think that 2.0 is a mindset.

Newspapers, magazines and traditional sources have been ‘seen’ as the trusted source of information over time. “Who are we going to trust”? They say. Well YOU, your brand, your digital footprint. Web 2.0 is an organic world where new tools (software for the most of it), new behaviors and new ethical codes swarm. We are the media. We are re-creating trust mechanisms. I believe we can see through, look at each other in the eyes, shake hands, smile at each other and respect each other online. Businesses as well. Get used to it. It’s here.

Forums in the 90’s and early 2000’s have really given a bad reputation to online presence… they were one big stream and everyone could actually be as primal as possible. We now live in a more open world, if you vote for a 2.0 Mindset.  More and more consumers are judging how they are being treated and how their peers are as well.  BS on Twitter, blogging, facebook and so on just doesn’t fly and people quickly vote with their feet when BS shows up.

This week, amongst other things, I ran into 2 great pieces of content that talk about TRUST. The first was by Rodger Doodley blog on Trust with Rodger quoting Paul J Zak: The key to a con is not that you trust the conman, but that he shows he trusts you. Conmen ply their trade by appearing fragile or needing help, by seeming vulnerable… the human brain makes us feel good when we help others–this is the basis for attachment to family and friends and cooperation with strangers. “I need your help” is a potent stimulus for action. [From The Moral MoleculeHow to Run a Con.]

Selling is about creating a trustable and repeatable experience. If you are a marketer, you are here to build or consolidate the brand trust capital. Social Media (blogging, facebook, twitter, flickr, youtube….etc) when used in concert are here to “empower users” as Chris Brogan says – Those users are your prospects or your customers… Instead of being in their face and being another ‘Interruption Day Marketing’ brand, be part of their lives, be part of their search and their social graph.

Forrester Research just published a new study that has made bloggers and micro-bloggers rage this week… Corporate Blogs are at the bottom of the scale when it comes to “trusted information sources”.  It is very debatable and obviously linear thinkers (let’s apply traditional marketing to social media) are mostly doing it wrong. If you try to sell hard, you’ll just have ZERO effectiveness.

Cloggers (corporate bloggers) it’s time to stop – Companies and corporations have the bad reputation of just republishing their press releases on their blogs, talking about inward content…etc. RISE UP I say… Start by creating value, content that ’empowers your users’. If you can’t think of your higher purpose… have someone else handle your social media services. If you think you know but can’t get traction and your blog traffic sucks…. you’re also in need of help.

Now go on, get out there and build your company digital trustworthiness…

Onwards and upwards,


Cheers
Yann

Thanks to jasoneppink and will lion for their cool pix

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6 responses

12 12 2008
Roxanne Darling

Short response: Agreed.

Longer rant: I just returned from a 3.5 week trip away from my beloved home, Hawaii. It is winter, it has been raining. The sewers have exceeded capacity, and the beach is closed to swimming – my (and my dog’s!) daily activity.

This happens every winter. Despite tourism being our main industry here.

I have given up on the government to solve this for the moment. I don’t trust them, they pass the buck, there is no one who cares enough to get the problem fixed.

I do care, and as you stated, we are the media. So this winter I am making this into a conversation. Started on Twitter this morning, coming to my blog tomorrow, and then to a video podcast on Beach Walks with Rox next week.

I hope this turns into another social media success story. Not just for me and my dog Lexi, but mostly for the many people who pay thousands to visit our beautiful state.

16 12 2008
Yann Ropars

Well thanks for all your insightful comments about Hawaii and your great work – You’re definitely looking like a success story… what industry are your clients in? Do you specialize by vertical or early adopters? I see you are speaker as well… what conference do you u usually attend?

1 01 2009
Walker Thompson

Forums in the 90’s and early 2000’s have really given a bad reputation to online presence…

You couldn’t have said it better than that… What is it with people saying, “oh, it is like a forum.” I just don’t get it.

6 01 2009
What’s the old Napster got to do with the new PR? « Extanz LLC - Social Media Marketing and PR 2.0

[…] implicitly discussed these philosophical underpinnings of Extanz’ work before in our posts on Trust 2.0 and The Medium is the Message, but we thought we try and spell it out here. See what you […]

14 01 2009
Your participation is required (no duh!) « Extanz LLC - Social Media Marketing and PR 2.0

[…] discussed the roots of and early influencers of web 2.0 and customer relations (the re-birth of Trust 2.0 , the village Not-So-Fool,  Napster, Gen y…).  More and more, Health 2.0 and Enterprise 2.0 […]

13 07 2010
Where is our industry going? #SocialMedia « Extanz – PR 2.0 and Inbound Marketing

[…] has evolved tremendously based on a core principle of the Higher Purpose (Got A Higher Purpose?, Trust 2.0 … Get Used To It, Twitter did it again, it’s about the people). Our industry has come to value ROI way more than […]

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