Sharing content on the web is old news. The new wave of web/mobile applications is all about sharing physical objects IRL (In Real Life). Services that connect people to share household items, cars and even bedrooms have been all the rage recently. But how do you encourage neighbors to trust each other? Are peer sharing businesses sustainable? Micki Krimmel, Founder of NeighborGoods.net, will share several case studies and highlights from interviews with founders of sharing companies like RelayRides and AirBnB. She’ll analyze what’s required (from technology to branding and marketing) to build a community of trust that supports sharing in real life—and how to make money doing it.

1. Building Trust Online,
Sharing Offline
Thursday, March 31, 2011

2. Thursday, March 31, 2011

3. The average power drill gets
used for 12 mintues in its
entire lifetime.
Thursday, March 31, 2011

4. Thursday, March 31, 2011

5. Collaborative Consumption
...the rapid explosion in
swapping, sharing,
bartering, trading and
renting being reinvented
in ways relevant to the
Facebook age.
Thursday, March 31, 2011

6. The Trust Hormone, Scientific American June 2008
Thursday, March 31, 2011

7. Thursday, March 31, 2011

8. •Trust is innate
•Trust important to
happiness and well-
being
•Trust essential to
connected, safe
communities.
•Correlation
between trust and
economy
The Trust Hormone,
Scientific American
June 2008
Thursday, March 31, 2011

9. jordanmac101
Thursday, March 31, 2011

10. Thursday, March 31, 2011

11. srippon
Thursday, March 31, 2011

12. Social Media is
Social
Bombardier
Thursday, March 31, 2011

13. The New Sharing Economy study published by
Latitude Research & Shareable.net
78% felt that sharing
online has made them
more open to the idea of
sharing with strangers.
Text
75% predicted that their
offline sharing will
increase in the next 5
years.
Thursday, March 31, 2011

14. Photo by Cris Dobbins
Thursday, March 31, 2011

15. Trust
• VULNERABILITY - the willingness of one party
(trustor) to be vulnerable to the actions of another
party (trustee);
• CONFIDENCE - reasonable expectation of the trustor
that the trustee will behave in a way beneficial to the
trustor
• RISK of harm to the trustor if the trustee will not
behave accordingly; and
• LACK OF CONTROL - the absence of trustor's
enforcement or control over actions performed by the
trustee.
Thursday, March 31, 2011

16. Trust
• VULNERABILITY - the willingness of one party
(trustor) to be vulnerable to the actions of another
party (trustee);
• CONFIDENCE - reasonable expectation of the trustor
that the trustee will behave in a way beneficial to the
trustor
• RISK of harm to the trustor if the trustee will not
behave accordingly; and
• LACK OF CONTROL - the absence of trustor's
enforcement or control over actions performed by the
trustee.
Thursday, March 31, 2011

17. divemasterKing2000
Thursday, March 31, 2011

18. What is most important to building trust in
a sharing community?
Thursday, March 31, 2011

19. 1. The belief that people are inherently trustworthy.
People are fundamentally
good and trusting.
Christopher Lukezik
Marketing
Thursday, March 31, 2011

20. Thursday, March 31, 2011

21. 2. Social Profiles
Thursday, March 31, 2011

22. 2. Social Profiles
People who use
RelayRides love that the
car belongs to a real
person.
Shelby Clark
Founder & CEO
Thursday, March 31, 2011

23. 3. Peer Reviews
Thursday, March 31, 2011

24. Thursday, March 31, 2011

25. 4. Tribes / Groups
People are tribal.
We are working with
smaller networks so we
can leverage trust that
already exists.
John Zimmer
Founder & COO
Thursday, March 31, 2011

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27. Thursday, March 31, 2011

28. 5. Reduce Friction
Make the hard stuff easy
Micki Krimmel
Founder & CEO
Thursday, March 31, 2011

29. Thursday, March 31, 2011

30. Thursday, March 31, 2011

31. Building Trust Online,
Sharing Offline
1. The belief that people are inherently
trustworthy.
2. Social Profiles
3. Peer Reviews
4. Tribes / Groups
5. Reduce friction
Thursday, March 31, 2011

32. Trust provides access,
wealth and freedom.
When you build a community
and you commit to them,
the world
opens up to you.
Neal Gorenflo
Founder & Publisher
Thursday, March 31, 2011

33. jordanmac101
Thursday, March 31, 2011

34. Micki Krimmel
Founder & CEO
micki@neighborgoods.net
Thursday, March 31, 2011