Goldsmiths Social Media Marketing Class - 9th of Nov 2016 - Introduction to the ideas of trust and social capital.

1. Introduction to Social
Capital.
9th of November 2016
London

2. What social
media role do
you feel most
comfortable
with?

3. The Art of Asking

4.  You need less contracts.
 Important when you can’t monitor your
employees work.
 Trust is especially needed in the creative
industries.
 Litigation Is less frequent.
 Less resources to protecting yourself. Tax,
Insurance, bribes or private security.
 Low trust discourages innovation. More time to
dealing with bad employees, partners etc
Trust
Your logo here

5.  (Arrow 1972) – Economic actions that require
some agents to rely on the future action of
others are accomplished at lower costs in
higher trust environments.
 “Virtually every commercial transaction has
within itself an element of trust, certainly every
transaction conducted over a period of time.”
 Much economic backwardness in the world can
be explained by the lack of mutual confidence.
What trust makes possible.
Your logo here

6. Social Capital.
It’s not
what you
know it’s
who you
know.

7. The Market

8. The Cluetrain Manifesto

9.  Markets are conversations.
 Markets consist of human beings, not demographic sectors.
 Conversations among human beings sound human. They are conducted in a
human voice.
 Whether delivering information, opinions, perspectives, dissenting arguments
or humorous asides, the human voice is typically open, natural, uncontrived.
 People recognize each other as such from the sound of this voice.
 The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media.
 In both internetworked markets and among intranetworked employees, people
are speaking to each other in a powerful new way.
 These networked conversations are enabling powerful new forms of social
organization and knowledge exchange to emerge.
 As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally.
 People in networked markets have figured out that they get far better
information and support from one another than from vendors. So much for
corporate rhetoric about adding value to commoditized products.
Here are the first 10 points

11. Trust & Commitment come from
authentcity