Somatica Digital - The Online Consumer Brand Trust Specialists - Helping Brands to Stimulate Advocacy and Build Trust Amongst Their Customers

Helping Brands to Stimulate Advocacy and Build Trust Amongst Their Customers

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Online Brand Trust via The Social Web

Building high degrees of trust between your brand and consumers takes a lot of time, effort and focus. Trust is essential to achieving loyalty and advocacy; your customers will help increase your brand awareness which will lead to a higher volume of conversion. The social web can help you enhance trust levels or similarly damage it, and damage it in seconds.

So, have you ever considered the levels of trust consumers have around your brand online? Our, "Highly Commended" Online Brand Trust Profiling methodology, provides you with the information you need to understand the current situation and enables you to implement a consumer engagement approach to build and sustain advocacy and trust. Click on the chart to find out more, or see which Online Brand Trust Profile closely matches your own brand.

Building Consumer Brand Trust Online - Somatica Digital

Somatica Digital's manifesto is all about :

Enabling people to say great things about your brand.

This isn't marketing. It is understanding the key elements of online dialogue and how, you as a brand, can offer and stimulate high quality interactions.

The above diagram - The Brand Trust Cube - outlines our methodology. We analyse where you as an organisation currently sit in the consumer trust stakes and then help you plot a path to get to quadrant 8, where advocacy rules and people trust you. Ensuring your business offer great products and services; are visible and available to those who want to interact with you and then ensure you interact with them in the expected manner will enable your brand to reach the "Star" quadrant.

Need more info? Email engage-me@somatica.co.uk, have a nosey at Brand Trust Profiling or watch the Online Brand Trust Cube methodology video.

The world has gone "Social Media" crazy and everyone claims to be an expert. Don't be fooled. From the biggest global marketing companies to more specialist digital agencies; there are good ones and some really, really bad ones! Don't be bamboozled by terminology. The social web is simple; it's people interacting with each other online.

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2010- The Year Brands will Seduce Consumers via the Social Web

As 2009 draws to a close, it is a good time to reflect the speed and vigour with which many consumer brands adopted the social web as part of their customer engagement strategy throughout the year. Some really understood it and did a fantastic job; some got it so badly wrong they may take years to repair the damage caused; however, the majority were somewhere in the middle. Expectations were high - "We're on Twitter, we'll get thousands of followers!" - in most cases this just didn't happen. Those brands that did dip their toe in the water will have learned many things and be better positioned to see some real success in 2010.

2010, will see a change from the usual "discount tweets" and "become a fan" (Why?!) and we'll start to see the emergence of an "art of seduction" across the social web. How many of you have already received a comment on a blog or a retweet or an @mention which was phrased something like "Great post" or "Totally agree"? Most probably they come from friends and colleagues, but expect to see more of these from brand representatives. If it is done well and genuinely meant, then this is great, but it is a thin line to tread if it isn't.

There is a tried and tested "chat-up" formula used by many successful seducers (allegedly) which is an acronym of CIQ. This stands for Compliment, Introduction and Question. Here's an example: A man walks up to an attractive lady in a bar and says "Wow! You look fantastic." Lady responds by being very flattered and says something positive in return. "My names, Paul, by the way." "Hello Paul, I'm Tracy." (Don't ask me where those names came from, I have no idea!) Paul then asks "May I buy you a drink?". Apparently, the answer is usually a positive one, as long as you've brushed your teeth.

Now apply this same formula to the social web and brand consumer dialogue, Clearly define profiles and id's will negate the introduction if the brand is well known. Here's what might happen:

Consumer Tweet: "Just been for a great run around the park. Had The Who blasting out of my iPod"
Brand Tweet: "@consumer It's good to run, great choice of music. The Who are always on my playlist."
Consumer Tweet: "@brand Thanks. They seem to make me run a little faster."
Brand Tweet: "@consumer Definitely, I (that's me from Brand X) also like a little bit of Motorhead, not everyone's cup of tea."
Consumer Tweet: "@brand You're right. Ace of Spades is the only one I know."
Brand Tweet: "@consumer There are many more. By the way, what's the park like to run on?"
Consumer Tweet: "@brand A bit bumpy and slippy in places. Why?"
Brand Tweet: "@consumer Sounds like the park I run round. But I tried a pair of these bit.ly*** and they knocked 3 mins of my time."
Consumer Tweet: "@brand Thanks I'll take a look"

Sound elaborate? Don't believe it. Brand X is a running shoe reseller and had set up searches looking at terms such as "run" "running" "terrain" "personal best" etc. and could see the associated tweets.

This is how it is going to be. Your tweets, updates, comments will be heard across the globe by those who want to. Such brands, with the right tools, can then make a judgement whether to engage you; if you're "attractive" be prepared to be seduced. It'll get personal and could be a real benefit to you if brands get it right. It could also be a real pain. There will be many a time in 2010 when you'll be engaged via the social web by a brand. "Get your coat, you've pulled."

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Somatica Digital Presentations on Slideshare

Somatica Digital’s econsultancy Training Snapshot from #TFMA 230210

Here are the slides from the presentation (econsultancy training insight session) given by Karl Havard in the econsultancy seminar theatre at the Technology for Marketing and Advertising show February 2010. It specifically focuses on social media "advocacy" buttons and how these can be measured effectively, tracking back to onsite conversion

Online Consumer Brand Trust Via Social Media - Somatica Digital

This presentation links to a video outlining Somatica Digital’s online consumer brand trust methodology; designed to help consumer brands makes sense of the the social web and social media. It is a simple to follow approach which allows any organisation or business to profile their current online consumer trust situation. The ultimate aim of using this approach is create a solid foundation on which to formulate an engagement strategy that will encourage advocacy and build trust.

Measuring Social Media - econsultancy - Somatica Digital Breakfast Briefing September 2009

Please find the summary slides from the econsultancy social media measurement breakfast briefing September 2009. This was presented by Karl Havard of Somatica Digital and outlines the key areas of focus for measuring and managing an effective consumer engagement strategy via the social web. It introduces the online "brand trust cube" and the key elements to consider when profiling a brand’s position and effectiveness. For further information please visit http://www.somatica.co.uk or register for the full presentation at http://econsultancy.com/reports/social-media-and-online-pr-measurement-what-should-you-measure-and-how-2