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Alan Middleton: The Task is to Rebuild Trust
Alan Middleton the Executive Director of Schulich Executive Education and Assistant Professor of Marketing, Schulich School of Business, joined Richard Edelman and our panel to discuss the Canadian findings of the 2012 Edelman Trust Barometer at the Windsor Arms on February 2, 2012. Here, Alan’s guest blog contemplates the question of “So What?” from his perspective as the most quoted marketer in Canada.
The surprise is not that we don’t trust our leaders, but that seemingly we still want to.
The 2012 Edelman Trust Barometer results show an almost worldwide reduction in trust of government, business, and of NGOs. The only social institution to see some increases was the media. After a year of tsunamis and nuclear meltdowns in Japan, debt crises in Europe, the continuation of the financial and economic effects of the 2009 recession and the advent worldwide of either Arab Spring-like movements or ‘Occupy’ movements, this is not surprising. Read more »
Trust 2012 in Canada: Three Practical Applications for Communicators
As the 2012 Edelman Trust Event wraps up here in Toronto this week, I can’t help but think about the real-world applications for the data and how these findings can continue to influence our approach to communications over the coming year. I was particularly struck by how closely the shifts in trust seemed to correlate with the major global events that occurred in 2011, including the European sovereign debt crisis and the Japan tsunami and nuclear crisis. We also saw the meteoric rise of the “person like us” who has more authority than ever, perhaps influenced by events such as the Occupy Wall Street movement and the Arab Spring.
But what does all this mean for us here in Canada? How can communicators interpret these results in meaningful and tangible ways? There were a number of insightful conversations around this topic at our recent Trust event in Toronto and I’ve outlined three key outcomes that can positively shape our outlook on trust this year. Read more »
Le Baromètre de confiance d’Edelman 2012
La semaine dernière, Edelman a publié les conclusions de la douzième édition de son sondage international annuel le Baromètre de confiance d’Edelman 2012 (version disponible en anglais seulement). Aujourd’hui, à l’occasion du lancement des résultats du sondage pour le Canada, nos collègues et nos clients sont réunis à Toronto afin de participer à un panel d’experts animé par notre président et chef de la direction, Richard Edelman. Je profite de l’occasion pour partager quelques réflexions sur les résultats canadiens du Baromètre et la façon dont ils s’inscrivent dans l’environnement québécois. Read more »
Trust in 2012: 4 Implications for Social Media
Originally posted on Dave Fleet’s blog.
Edelman recently released the results of its 2012 Trust Barometer survey. Given the events of the last year, it’s hardly surprising that trust is decreasing pretty much across the board.
That is, except in Canada. Read more »
Introducing Edelman Trust Barometer Canadian Findings
It’s been an uncertain year around the globe – and there’s no doubt that levels of trust have been affected as a result. Yet here in Canada, things have remained relatively stable, both economically and politically. The 2012 Edelman Trust Barometer found that we remain one of the few countries with our feet firmly planted within the neutral zone, with consistent levels of trust across institutions. But being neutral doesn’t give us licence to be complacent. The Barometer also found that neither government nor business is meeting the public’s expectations. Today in the Toronto office, I sat down to talk about the changing dynamic of trusted sources, and the opportunity for business to earn the licence to lead.
From a person like me to a person like you: a view of #EdelTrust2012
Okay, so the first thing you should know about me is that I’m relatively new here: it’s only my second month working at Edelman Toronto. It just so happened that within that timeframe, the 2012 Edelman Trust Barometer was just getting underway and I, being the new girl, eagerly jumped on board to help out (#keener) with digital content. I have to say I’m glad I did: what I’ve seen so far has been fascinating, and I can feel the excitement is growing as we get closer to our Toronto launch event at the Windsor Arms. On a more personal level, it’s also been a great way to get to know the team, and to get some perspective on the people, culture and intellect around the world that make Edelman such a great place to work.
The Edelman Trust team has been impressive – we’re all working hard and wearing many hats, and as my particular area of interest has been digital content, I’ve had the opportunity to work with some fantastic people across the board on content strategy and logistics, as well as helping to curate, monitor and track the online conversation. I’ve been in the agency world for a number of years, but I have never been a part of a project that has truly felt so global in nature; the survey covers 25 countries. I’ve tracked comments going by on the #EdelTrust2012 twitter stream in German, Spanish, English and French, to name just a few of the languages – and seeing the impact this study has had on a global level across multiple sectors and industries has been humbling and rewarding. Read more »
Insulating Your Business Against a Social Media Meltdown
Though it may seem far-fetched in an age of always-on communication, your organization’s digital properties, like your website or Twitter handle, can be taken offline by accident or interference. Here are three examples from 2011:
- In September, a group of hackers gained control of NBC’s popular Twitter account @NBCNews, and began broadcasting false news reports that included an airplane crash in Manhattan.
- In August, the British Prime Minister mused aloud about whether it was right for the government to shut down social media, which were perceived as being an organizational tool for rioters in London.
- And in January the Egyptian government turned off access to the Internet in Egypt altogether in an attempt to halt the protests in Tahrir Square that eventually felled the regime.
While no-one expects their own organization to experience this, a significant disruption to your business in any variety of guises can strike at any time, without notice. Are you prepared and ready to respond if your company’s Twitter account is compromised? Read more »
Social Business Planning: Edelman leading the way
I haven’t always worked with Edelman. I started in 2007 when my partner, Patti Schom-Moffatt, and I sold a controlling interest in our firm to Dan and Richard Edelman. There were plenty of reasons why, but one of the most compelling was access to better, smarter, more sophisticated thinking from a broad, diverse group of people from around the world.
Which brings me to the point of this post. David Armano of Edelman Digital and Mike Kuczowski of Edelman Consulting have led the charge on this recent piece: Social Business Planning: Building an Intelligent Business and Connected Brand. This is incredibly smart, sophisticated thinking at a level that I’m not seeing from any of our competitors in the marketplace. This is the type of thinking that C-suite executives expect and demand from their people and agencies, and the type of thinking that will help them better understand how social media tools impact their business and strategy. And I’m very happy that Edelman is able to deliver it.
Google+ Circles: a solution for those with multiple online personalities
So, after two weeks of using Google+ I have come to realize that there is a need to somehow separate Public posts from Circle Posts. Read more »
Correcting a mis-tweet
Anyone who has ever had a conversation knows that despite our best attempts to speak clearly and listen carefully, the exchange of information is not always clear. Whether we’re talking to a cousin, a friend or a customer, the message we want to deliver doesn’t always arrive intact — sometimes we say things wrong; sometimes what we say is misinterpreted. And it seems to be happening more often in the online space as the immediacy and brevity of communication can tempt users to put less critical thought into their actions.
The potential to be misunderstood – or misunderstand others – shouldn’t drive us to logout forever. Rather, it should motivate us to strategically examine what we say and, when misinterpretations and mistakes do occur, move quickly to fix and own them.
Introducing BlogLevel and TweetLevel
Over the past three years when in rooms talking to clients about influence and the value of engagement in the social space, the same question comes up again and again: how do we know who is important? How do we know we are connecting with people with the power to influence and shape the conversation? Read more »
And you will know Google+ by the trail of dead social network apps
Over the past two weeks I have joined the other social media lemmings –we prefer the term “early adopters”– in wheeling and dealing our way into the possession of a Google+ invite and with it, exclusive fresh tracks access to the latest social network to hit the interwebs. And while I have not gone as far as throwing a match over my shoulder onto a gasoline soaked Facebook page, there has been a collectively vocalized sense of relief that finally there is a viable alternative, and one that does things differently, arguably better. The burdens and strains of managing a single online identity under the gaze of friends, co-workers, ex-girlfriends and inlaws in one grand sweeping gesture becomes a little much and it would seem that this is the main reason why we are gladly leaving one social network community so readily for another: we can once again return our lives to their previously fractured and compartmentalized states. Read more »
Edelman Canada CEO John Clinton: Why Edelman? Why PR? Why now?
John Clinton, who was recently appointed our new Canadian CEO, discusses the importance of PR and the future of public engagement in communications.
Social media’s mob mentality: Lessons to be learned from the Vancouver Riots
My colleague, Sara, wrote a great post on the Vancouver riots and Public Engagement. And while I agree with much of what she says, I do think that there are some cautionary lessons to be learned about Social Media from the Vancouver riots alongside the more positive ones. Read more »
Giving a little…
Today is the start of our annual Little Give where, as an agency, we spend 48 continuous hours entirely dedicated to the service of charities. In Vancouver, we select charities based on their focus around children and youth. This often means that we will spend the time in neighbourhoods that aren’t so desirable and learn about issues that are easily forgotten in our day to day work lives. Read more »
