From March 09, 2016 11:30 am until March 09, 2016 1:15 pm
Trust Matters: The Must-Know Findings for Marketers
Bridge the Trust Gap Between Business and the Customer
March 9, 2016
11:30 a.m. -1:15 p.m.
Junior League of Houston Ballroom
1811 Briar Oaks Ln
Edelman GM, Danielle Allen
The rules of engagement have changed. Search engines are more trusted today than traditional news sources. Employees can wield great influence as trustworthy brand ambassadors and credible spokespersons — often more so than CEOs.
Why do you need to engage these new influences into your marketing efforts? The 2016 Edelman Trust Barometer, organizational trust is linked to an individual’s behavior – from choosing to buy a product or service to recommending them to a friend both on- and offline to buying its stock, or defending an organization during challenging times. Further, companies with higher trust levels outperform those with low trust levels.
Join us at the March luncheon to discover:
- Why the deepening gulf between those with influence and those with authority affects your business practices.
- How peer-to-peer brand recommendations are driving brand favorability and purchasing decisions.
- Why the inversion of influence today requires a new inclusive model of leadership for your organization’s stakeholders.
2016 Edelman TRUST BAROMETER
For 16 years, the Edelman Trust Barometer has measured trust in institutions, including business, media, NGOs and government. See what this year's findings revealed.
Is your organization trusted? Should it matter to you as a marketer? According to the 2016 Edelman Trust Barometer, it matters more than ever as trust is linked to an individual’s behavior – from choosing to buy a product or service to recommending them to a friend both on- and offline to buying its stock or defending an organization during challenging times. Further, according to the Gallup organization, companies with higher trust levels outperform those with low trust levels.
For 16 years, Edelman has conducted a global study tracking trust across business, government, media and non-governmental organizations (NGOs). The study also considers who’s most trusted and what factors and behaviors drive—and deplete—trust.
The 2016 Edelman Trust Barometer identified the following key findings:
- The gap in trust between the "informed public" – college-educated professionals with a higher household income – and the general population is now the largest ever suggesting there is a deepening gulf between those with influence and those with authority.
- People no longer rely on a few well-informed opinion shapers for news and information. We now know that the broader population is speaking to itself, more than ever before. These consumers now hold the power when it comes to sharing and recommending brands and influencing purchases. We have seen the rise of influence that a “person like myself” has as a source of trusted information, and understanding the power of peer-to-peer communications has never been more important.
- This inversion of influence requires a new model of leadership to bridge the divide. The old “talk-at” approach no longer works. Successful leadership means behaving in ways that show your interests are aligned with those of society as a whole. It requires a sincere and authentic set of values, and a broad, inclusive approach to engaging with stakeholders.
Categories: Networking Luncheons