A quick, starter presentation about what credibility is, what it is online and in social media All kinds of people and businesses are online today trying to get attention, build audience and establish influence and leadership. And, we are all rating their credibility – rightly and wrongly -- based on our gut feeling, a rough sense from real-world indicators, and mostly what we SEE online. This presentation will discuss concepts and guidelines to for presenting yourself and your organization in ways that are more genuine, authentic and appropriate for your objectives. We’ll talk about offline elements and how to use them in the online world. We’ll talk about serendipitous branding and the lucky opportunity that you can CREATE online. Together we will discuss how we already rate people and organizations online as credible or not … and we’ll review Stanford's 10 Online Credibility Criteria. The presentation will also discuss some of the emerging things Facebook, Twitter and Google are doing to help us determine credibility, and you’ll be introduced to some new online Credware services.

1. “Credibility: the ultimate competitive advantage in a social media world” Sean Branagan - Director, Center for Digital Media Entrepreneurship, Newhouse School at Syracuse University - CEO and eVangelist, Digital Vertical Marketing search + social + branding in complex vertical markets

2. “Credibility: the ultimate competitive advantage in a social media world” Sean Branagan @sean_branaganlinkedin/in/seanbranagan1 www.seanbranagan.com (blog) @digitalvertical www.DigitalVertical.com Session Hashtag: #smcred SMACC Hashtag: #smacc2011

3. Ok, Now it’s time to take a test How often are you online? What do you do online? Who uses Social Media EVERYDAY? How many tweet daily? Do you have your own blog? How often do you post? What other big online things do you do where you put yourself out there? Who knows what’s happening in Libya right now? Here’s what we’re going to do…

17. So, what is credibility? SIMPLE VERSION: Believability + Expertise LONGER VERSION: It’s complicated… “fair,” “objective,” “trustworthy,” “reliable” Credibility is relative based on situation and need = context personal preference

18. Context and Personal Preference Credibility level desired for… Major breaking news: scale 1 2 3 4 5 6 7 8 9 10 Entertainment info: scale 1 2 3 4 5 6 7 8 9 10 Buying consumer product Low cost (candybar): scale 1 2 3 4 5 6 7 8 9 10 Medium (dinner out): scale 1 2 3 4 5 6 7 8 9 10 High (house or car): scale 1 2 3 4 5 6 7 8 9 10 Dating someone: scale 1 2 3 4 5 6 7 8 9 10 Medical procedure: scale 1 2 3 4 5 6 7 8 9 10

19. So, how is it different online? Less cues, clues and ways to know if something is real … and in some ways MORE demands

20. Website Credibility & Persuasion SOURCE: B.H. Fogg, Stanford Web Credibility Project (2004), Stanford Persuasive Technology Lab

21. 3 Social Media Credibility Elements Site (see previous slide) Information quality, accuracy, clarity, currency, spelling and grammar, tone of writing, bias, usefulness Person (author/blogger/reporter/source) author's contact information, authority, expertise, affiliation, reputation, presence of the organization's address, type of source

22. Added Credibility in Social Media Even more factors Point of view Novelty Tone of writing Attitude Personal elements … and photos and videos make it real (adding some of the physical cues)

23. Social Media Credibility Level: LOW 'It's not about trustworthy at all. I like when people notice my question and answer it, and in the end make me smile, cheer me up.' So, the opportunity is HIGH [Some] are motivated by bias, a lot motivated by hate, many just exhibiting ignorance of the topic, they have this air of immaturity. '[the site is] trustworthy enough, since people by and large come here to have a good time, their intentions are good and they may be sarcastic but mean no harm.'

24. But, Online Credibility Is Heating Up Google – making changes in algorithm Facebook – testing Social Commenting plug-in with “credibility score” LinkedIn recommendations + new tools E-Commerce sites are adding tools to get rid of trolls and spammers …for more credible comments and recommendations NEW “Credware” emerging… News Filters like Digg and Reddit (popularity) PLUS new ones like NewsCred and NewsTrust(cred) New startups like Vouchboard.com and more!

26. Follow the Stanford criteria

27. Set a standard of writing that fits target

28. Accuracy, clarity, currency, spelling and grammar

29. Set a voice/tone that fits target

30. Biased? Useful? Attitude? Novelty? Personal references?

31. Add some personal info (profile and elsewhere)

33. Follow the Stanford criteria

34. ADD more personal info? (NOT TOO MUCH!! = creepy)

35. New Photos? References? Credentials? Contact info

36. Review past writing/posts and RESET a new standard of writing that fits target

37. What’s missing? What’s repeatable?

38. Review past writing/posts and RESET a voice/tone that fits target

40. TRY NOT TO BE TOO REAL.

41. “Credibility: the ultimatecompetitive advantage in a social media world” Sean Branagan @sean_branaganlinkedin/in/seanbranagan1 www.seanbranagan.com (blog) @digitalvertical www.DigitalVertical.com THANK YOU! Session Hashtag: #smcred SMACC Hashtag: #smacc2011