In December, I helped put together a session at IAEE’s Expo Expo on Trusted Marketplaces of the Future. Josh Packard (sociologist) and Janet Sperstad (neuroscience geek) helped design the session content and discussion.
The overarching thoughts are:
Trade shows are a very traditional model.
B2B buying has changed a lot.
There is a wave of social disruption that is changing how consumers procure goods and services.
In five or ten years, will your trade show be the trusted platform for your industry?
While researching this topic, I tripped across Rachel Botsman’s
. Rachel spoke a few years ago at PCMA’s Convening Leaders. She’s an expert on the sharing economy/collaborative consumption and has done significant research on understanding how trust is earned, or not. Here are the elements of her Trust Stack:
Trust the idea.
Trust the platform.
Trust the other users.
While many are focused on experience design and networking as differentiators, the fundamental truth is that all of it is transactional without high trust in your organization, its fan base and the vendors that support the community. The idea, platform and other users all must be trusted.