Learn how successful entrepreneurs capitalize on transparency, shared values, empathy and authenticity in their blogs, podcasts and videos. Witness how they identify pain points, validate their expertise and tap into audience generated insights as a way to earn audience trust. Overall, this module will familiarize you with the process of creating trails of educational content that merit the attention of your first time audiences.

1. How Trust is Manifested in
Top Funnel Social Content Marketing
Dr. Jim Barry
May, 2017
Session I
MKT 5225

2. Slide 2
Why Building Trust in Marketing is so Important?
• America’s wake-up call: “…Turn
back the clock to 1950…”
• Record high buyer power raises
the bar for competition
• Internet
• Global competition
• Free markets
• But traditional tools for competing
(e.g., 4 Ps) are not enough
A 5% improvement in retention will boost
life time customer profits 25% to 95%.
Year 1
Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Profits
Source: Bain & Company
Baseline profits
Referrals
More Purchases
Price Improvement
Cost Reduction

3. Slide 3
Change from 4 P’s to a Marriage
Metaphor Centered Around Trust
Traditional Marketing
• Powerful Value Proposition packed under 4 P’s
• Bag ‘m, Tag ‘m, Automate ‘m and Get Rid of ‘m
• Use Social Media as Another Broadcast Channel
• Use Content to Bait
New Marketing
• Inbound Marketing
• Return to Relationship Building (1950’s and Collective Cultures)
• Marriage Metaphor Build Around Trust

4. Slide 4
Benevolence & Relationship Investments
Expertise & Credibility
Shared Values
2-Way Open Communications
Trust
Customer Orientation
Social Bonds
Resembles a Cocktail Party
Social Media Marketing as a
Manifestation of Relationship Marketing

5. Slide 5
Benevolence &
Relationship
Investments
Customer
Orientation
Expertise &
Credibility Shared Values
2-Way Open
Communications Social Bonds
Numerous Trials
to Demonstrate
Sacrificed
Interests
Requires
Proposal & Joint
Problem Solving
Opportunities
Often
Demonstrated
Over Multiple
Service
Transactions
Difficult to
Articulate &
Demonstrate
Beyond PR
Claims
Often Obstructed by
Corporate Vetting &
Restricted to Select
Few Interactions
Typically Isolated
to Front-Line
Employees &
Select
Counterparts
Donated Content
for Helpful
Advice
Reflected in
Content
Evidence of Pain
Point
Understanding
Evidence
Shown in “How-
to” & Other
Content Offering
Tactical Help
Reinforced in
Storytelling,
Behind-the-
Scenes &
Content Themes
Enable by Social
Media Engagement
Tactics Encouraging
Audience
Contributions
Reinforced in
Social
Community
Support
Traditional
Sales Calls
Social
Media
Marketing
Social Media Marketing as a
Manifestation of Relationship Marketing

6. Slide 6
Transitioning to Social Content Marketing

7. Slide 7
Start with Theory

8. Slide 8
Personalized
FREEmiums
Thought LeadershipBrand Utility Visual Storytelling
Top-Funnel
(Connect)
Bottom-Funnel
(Differentiate & Convert)
Awareness
(Stranger)
Evaluation
(Consider Your Business)
Differentiation
(Prefer Your Business)
Relate to Customer Journey
GettingAudiences to Know, Like & Trust You
EvidenceReal-Time
Help
Top/Mid-Funnel
(Influence)
Bottom/Mid-Funnel
(Engage & Nurture)
Interest
(Know About Your Business)
Community
Expectation
Community
Expansion
Community
Excitement
Know You Like You Trust YouInspiring Your
Community
Validating Your AuthorityHelping to Find You

9. Slide 9
Personalized
FREEmiums
Thought LeadershipBrand Utility Visual Storytelling
Top-Funnel
(Connect)
Bottom-Funnel
(Differentiate & Convert)
Awareness
(Stranger)
Evaluation
(Consider Your Business)
Differentiation
(Prefer Your Business)
Session I: Top Funnel Strategies for
GettingAudiences to Trust You
EvidenceReal-Time
Help
Top/Mid-Funnel
(Influence)
Bottom/Mid-Funnel
(Engage & Nurture)
Interest
(Know About Your Business)
Community
Expectation
Community
Expansion
Community
Excitement
Know You Like You
Trust You
• T-R-U-S-T-E-D Behaviors
• T-R-U-S-T-E-D Content
Inspiring Your
Community
Validating Your Authority
Helping to Find You

10. Slide 10
Big Changes over Past Few Years
90% of all the data in
the world has been generated in
past 2 years.
Over 1 billion websites
(mostly blogs)
500 million
tweets per day
200+ billion
emails sent
per day Infobesity

11. Slide 11
Create Trusted Content for Thought Leadership
• Branding is being associated
with questions buyers are asking1
• Thought leadership implies authority with
helpful answers to these questions.
• This takes unique insights from someone we
know, like and trust.
1) Michael Brenner (Forbes Contributor)

12. Slide 12
Getting Others to Know, Like & Trust Us
• Donated content early in buying
cycle leaves trails of expertise for
people to know you.
• Perspective and personality can
make you likable.
• Add authentic engagement, and
audiences will begin to trust you.

13. Slide 13
Media for
Thought
Leadership
Podcasts
Posts
Live
Casting
Video
Slides
Webinars
Platforms &
Groups for
Thought
Leadership
LinkedIn
Blog
Site
Google+Twitter
Forums
Early Generation Leveraged Tools
for Thought Leadership
Leaders

14. Slide 14
TODAY…It’s About the Content Attributes
& Author Behaviors
Source: Neal Schaffer

15. Slide 15
Today’s Leaders Capitalize on
Trusted Content and Behaviors
Trusted Author Behaviors Trusted Content

16. Slide 16
Trust Building with Trusted Behaviors
Trusted behaviors are exhibited through:
• What you are willing to reveal
• Your willingness to genuinely help others

17. Slide 17
Trust Building with Transparent Behaviors
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

18. Slide 18
Trust Building with Transparent Behaviors
Talk about things no one else discusses
• What does a fiber glass pool cost?
• Who are the best suppliers?
• What are some shortcomings in pool life &
installation?
The Case of Riverside Pools & Spas

19. Slide 19
Trust Building with Relational Behaviors
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

20. Slide 20
Trust Building with Relational Behaviors
Relational means
• Showing your brand personality
behind-the-scenes

21. Slide 21
Trust Building with Relational Behaviors
Relational means
• Show behind-the-scenes
• Interacting

22. Slide 22
Trust Building with Relational Behaviors
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

23. Slide 23
Trust Building with Unbiased Behaviors
Unbiased means
• Avoiding self-serving spin
• Holding off on brand messaging until
relationship is established

24. Slide 24
Trust Building with Relational Behaviors
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

25. Slide 25
Benevolence & Relationship Investments
Expertise & Credibility
Similarity &
Shared Values
2-Way Open Communications
Trust
Customer Orientation
Social Bonds
Trust Building with Similarity & Share Values

26. Slide 26
Trust Building with Similarity & Share Values
Shared Values means
• Showing what you stand for
• Espousing a life style
• Connecting based on similar views
Apple
Innovation
Disney
Excitement
Dove
Sincerity
Chipotle
Organic Living
Red Bull
Ruggedness
Timberland
Social Responsibility

27. Slide 27
Being True to Self
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

28. Slide 28
True to Self means
• Unscripted
• No corporate “frankenspeak”
• Telling it like it is
• Consistent persona
Being True to Self

29. Slide 29
Being True to Self
The Case of Gary Vaynerchuk – Internet Personality

30. Slide 30
Trust Building with Empathetic Behaviors
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF EMPATHY DEPENDABLETRANSPARENT

31. Slide 31
Trust Building with Empathetic Behaviors
Audiences want to know you care
& reflect their feelings
• Cognitive empathy
• Audience centricity (draw out what others
want to discuss)
• Perspective taking (represent an audience
voice)
• Affective empathy
• A genuine care and compassion for others’
problems
• Advocate of audience passions

32. Slide 32
Engagement builds influence through empathy
Trust Building with Empathetic Behaviors
Inspiration
Engagement
Generosity
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
2-Way
Engagement
0.14***/ns/ns0.22**0.21**
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear

33. Slide 33
Trust Building with Empathetic Behaviors
Dove Always

34. Slide 34
Trust Building with Empathetic Behaviors
TRANSPARENT RELATIONAL UNBIASED SHARED VALUES TRUE TO SELF ENGAGING DEPENDABLETRANSPARENT

35. Slide 35
Trust Building with Dependable Behaviors
Dependable means
• Factually based
• Researched backed
• Honest journalism

36. Slide 36
• 64% trust search over
other media sources
• 72% of millennials trust
search1
1) According to the 2015 Edelman Trust Barometer (Heidi Cohen)
Trust Building with Dependable Behaviors

37. Slide 37
Trust Building with Dependable Behaviors

38. Slide 38
Trust Building with Trusted Behaviors
Trusted behaviors are exhibited through:
• What you are willing to reveal
• Your willingness to genuinely help others

39. Slide 39
Today’s Leaders Capitalize on
Trusted Content and Author Behaviors
Trusted Author Behaviors Trusted Content

40. Slide 40
Trust Building with Trusted Content
Content is trusted when:
• Audiences perceive you can solve their problems
• Audiences weigh in on the content’s value

41. Slide 41
Trust Building with Targeted Content
TRANSPARENT RELEVANT
USER-
GENERATED
SOCIALLY
VALIDATED
TIMELY
EXPERT-
BACKED
DEMONSTRATEDTARGETED
“If your content marketing is for everybody, it’s for nobody.”
– Joe Pulizzi, author of Epic Content

42. Slide 42
Persona Targeting for Custom Tailors
Audiences trust those who understand their world
• Where do these folks hangout?
• What topics interest them?
• What are their spending motivations?

43. Slide 43
Business
Segment 1
Spending
Motivation 1
Persona 1 Persona 2 Persona 3
Spending
Motivation 2
Persona 1 Persona 2 Persona 3
Spending
Motivation 3
Persona 1 Persona 2 Persona 3
Spending
Motivation 4
Persona 1 Persona 2 Persona 3
Persona Targeting for Trust Building
Prominence Perfection Posturing
Pleasing
Saville Rows Polo Clubbers Monte Carlos

44. Slide 44
Persona Targeting for Trust Building

45. Slide 45
Persona Targeting for Trust Building

46. Slide 46
Persona Targeting for Trust Building

47. Slide 47
Trust Building with Targeted Content
TRANSPARENT RELEVANT
USER-
GENERATED
SOCIALLY
VALIDATED
TIMELY
EXPERT-
BACKED
DEMONSTRATEDTARGETED

48. Slide 48
Trust Building with Timely Content
TRANSPARENT RELEVANT
USER-
GENERATED
SOCIALLY
VALIDATED
TIMELY
EXPERT-
BACKED
DEMONSTRATEDTARGETED

49. Slide 49
Trust Building with Social Proof

50. Slide 50
Trust Building with Timely Content
TRANSPARENT RELEVANT
USER-
GENERATED
SOCIALLY
VALIDATED
TIMELY
EXPERT-
BACKED
DEMONSTRATEDTARGETED

51. Slide 51
Creating timely content around:
• Urgencies
• Current
• Respond Quickly
Trust Building with Timely Content

52. Slide 52
Trust Building with Timely Content

53. Slide 53
Trust Building with Timely Content

54. Slide 54
Trust Building with Timely Content

55. Slide 55
Trust Building with Expertise
TRANSPARENT RELEVANT
USER-
GENERATED
SOCIALLY
VALIDATED
TIMELY
EXPERT-
BACKED
DEMONSTRATEDTARGETED

56. Slide 56
Trust Building with Expertise
Expert backed means
• Vetted for authority
• Referenced industry influencers
• Consistent reinforcement of expertise

57. Slide 57
Trust Building with Expertise
Expert backed means
• Vetted for authority
• Referenced industry
influencers
• Consistent reinforcement
of expertise

58. Slide 58
Trust Building with Expertise
Expert backed means
• Vetted for authority
• Referenced industry
influencers
• Consistent reinforcement
of expertise
Benevolence & Relationship Investments
Expertise & Credibility
Shared Values
2-Way Open Communications
Trust
Customer Orientation
Social Bonds

59. Slide 59
Content Planning for Expertise
Tutorial Blogs
• Top 10 considerations for calculating HOA special assessments
• 8 Ways to generate residential property revenue beyond rents & dues
• A guideline for minimizing community property security expenditures
Explainer Videos
• Top 10 reasons why property managers fail to balance budgets
• 6 reasons why HOAs lose their grip on delinquent collections
• Using special assessments and credit lines in lieu of annual due increases
Podcasts
• 12 ways to boost tenant referrals and renewals
• How to adequately account for hurricane preparation expenditures
• Securing lines of credit for property management overruns
The Case of a Real Estate Accountant

60. Slide 60
Inspiration
Operational
Helpfulness
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
0.34*** 0.18*/.26***/0.24***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear
Trust Building with Expertise

61. Slide 61
Trust Building with Demonstrations
TRANSPARENT RELEVANT
USER-
GENERATED
SOCIALLY
VALIDATED
TIMELY
EXPERT-
BACKED
DEMONSTRATEDTARGETED

62. Slide 62
Trust Building with Demonstrated Solutions

63. Slide 63
Trust Building with Trusted Content
Content is trusted when:
• Audiences perceive you can solve their problems
• Audiences weigh in on the content’s value

64. Slide 64
Course Layout

65. Slide 65
• Entertainment
• Inspiration
• Targeted Value (Triggers)
• Searchability & Optimization
• Topic Shareworthiness
• Compelling Content
• T-R-U-S-T-E-D Behaviors
• T-R-U-S-T-E-D Content
Personalized
FREEmiums
Thought LeadershipBrand Utility Visual Storytelling
Social Content Strategies for Customer Journey
GettingAudiences to Know, Like & Trust You
• Endorsements
• Case Studies
• Live Demos
• Trials
• Reviews
EvidenceReal-Time Help
• SoLoMo Context
• Messaging
• FAQ Chatbots
• Decision/ROI
Templates
• Strategic Offers
• Complimentary Apps
• Free Audits/
Assessments
• Campaign Support
• Frequency
• Hosting
• Tagging
• Hash-tagging
• Acknowledgement
• Involvement
• Fun
• Greater Good
• Motivating
• Voice Consistency
• Open Communication
• Generous Sharing
• Accountability
• Participation
• Branded Content
• Retargeting
• Proprietary Audiences
• In-depth Education
• Influence Outreach
• Inspirational Appeal
• Influence Tactics
• Social Networking
Community ExpectationCommunity Expansion Community Excitement
Session ISession I & III Session II
Session VII
Session IV & VSession VI
Session VIII
• Brand Affinity
• Themes & Story Arcs
• Emotional Appeal
• Framing Your Scarcity
Know You Like You
Trust YouInspiring Your
Community Validating Your AuthorityHelping to Find You

66. Slide 66
Theory-based & Empirically Tested Framework
Theories for social media influence
• Relationship marketing theories
• Transformational/charismatic leadership
theories
• Social capital theory
Empirical research
• Survey of 171 social media influencers
• Factors driving capacity for content resonance

67. Slide 67
Factors Driving Social Media Influence
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear