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THE IMPORTANCE OF TRANSPARENCYIN THE TRUST ECONOMY

Jon Bloom, Founder and CEO, McGrath/Power, Marketing Chair for the Americas Region on

the Worldcom Public Relations Group Board of Director, former journalist with the San Jose

Mercury News and the Associated Press

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Welcome To The Trust Economy

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THE LEVEL OF TRUST A BUYER HAS IN A BRAND COULD MAKE OR BREAK A PURCHASE

SO IT PAYS TO CREATE TRUST AMONG BUYERS

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TELL THE TRUTH.

COMMUNICATE IT OFTEN.

COMMUNICATE IT WITH CONVICTION.

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what is itwhy it’s importantthe role of transparencyassessing trust in your brand best practicesactionable next steps

AGENDA

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The Birth Of A New Economy

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The Sharing Economy

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“ ”What you need is the hole, not the drill.- Rachel Botsman

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Trust Among Peers

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=84% 68% 91%OF CONSUMERS TRUST RECOMMENDATIONS FROM FAMILY, FRIENDS, AND COLLEAGUES. [NIELSEN]

OF CONSUMERS TRUST ONLINE OPINIONS FROM OTHER CONSUMERS.[NIELSEN]

OF B2B BUYERS ARE INFLUENCED BY WORD-OF-MOUTH.[USM]

Trust In Brands

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HOW TRUSTWORTHY IS MY BRAND?

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The Trust Stress Test

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HOW

DID

YOU

DO?

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TRANSPARENCY

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The Makings Of Transparent Communications

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A TRANSPARENT COMMUNICATIONS PROGRAM IS VITAL FOR A BRAND’S SUCCESS IN THE TRUST ECONOMY.

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Clear, Actionable Next Steps

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ACTIONS ITEMS TO CREATE A TOTALLY TRUSTWORTHY BRAND

DETERMINE YOUR LEVEL OF TRANSPARENCY

DEFINE YOUR COMPANY CULTURE

LEVERAGE EMPLOYEESUSE A BLOG TO TELL YOUR

STORY

TAKE TO SOCIAL CHANNELS

STRATEGICALLY

LET BUYERS KNOW WHEN YOU’RE OPEN FOR

BUSINESS

MODERATE COMMUNITIES

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Thank You

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