Trust In Blockchain & Media Challenges and Solutions. Phil Gomes SVP, U.S. B2B Digital Edelman

Transcription

1 Trust In Blockchain & Media Challenges and Solutions Phil Gomes SVP, U.S. B2B Digital Edelman

2 Agenda Discuss major findings of the 2018 Edelman Trust Barometer Focus on the faint signals in terms of trust in blockchain companies Discuss prototype activities inspired by findings

3 The Trust Barometer in Brief Examining trust in institutions and industries since 2000 Currently polls general population and informed publics in 28 countries

4 Trust in Retrospect Rising Influence of NGOs Fall of the Celebrity CEO Earned Media More Credible Than Advertising U.S. Companies in Europe Suffer Trust Discount Trust Shifts from Authorities to Peers A Person Like Me Emerges as Credible Spokesperson Business More Trusted Than Government and Media Young Influencers Have More Trust in Business Business Must Partner with Government to Regain Trust Trust is Now an Essential Line of Business Rise of Authority Figures Fall of Government Crisis of Leadership Business to Lead the Debate for Change Trust is Essential to Innovation Growing Inequality of Trust Trust in Crisis The Battle for Truth

5 2018 s Broad Recommendation We are never going to have trust if we cannot first agree on the truth. Advancing a shared understanding of the truth is essential.

6 What is blockchain technology if not a means to deliver a shared understanding of truth?

7 So Let s Talk About Trust in Blockchain Companies

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9 Last Year s Message Trust me, because I put my trust in companies that help make it possible to do business with me without actually having to trust me.

10 This Year s Message A technology that purports to re-establish the goalposts for trust still has a lot of work to do.

11 Trust In Blockchain Companies to Do What s Right?

12 But N. America Has Low Trust in Everything

13 Regulatory support and marquee projects seemed to contribute to greatest increases in trust.

14 Top Five Blockchain Trust Gainers

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16 Top Five Countries with Greatest Trust in Blockchain Cos.

17 Trust in blockchain companies is not immune to macro trends

18 U.S. Trust in Institutions

19 Trust in Media

20 Media Now Least Trusted Institution Percent trust in media, and change from 2017 to 2018 Distrust 0 + Neutral Y-to-Y Change Trust Distrusted in 22 of 28 of countries l llllllllllllllllllllllllllll Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) General population, 28-country global total. 20

21 At Least Some of the Trust-in-Media Problem Is digital content is infinitely malleable. there is no guarantee that what I read at noon is exactly what you read at 11:00 a.m. there is a need to independently and immutably verify the date, time, condition, source, and archive-ability of digital content.

22 Meanwhile, Business Is Expected to Lead Percent who say that CEOs should take the lead on change rather than waiting for government to impose it For CEOs, building trust is job one Their company is trusted Their products and services are high quality 64% Business decisions reflect company values Profits and stock price increase Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-country global total. 22

23 Secure Narratives

24 Grounding in First Principles While the system works well enough for most transac6ons, it s%ll suffers from the inherent weaknesses of the trust based model.... What is needed is [a] system based on cryptographic proof instead of trust, allowing any two willing par6es to transact directly with each other without the need for a trusted third party. - Satoshi Nakamoto "Bitcoin: A Peer-to-Peer Electronic Cash System Oct (emphasis added)

25 So what if you took this financial technology and approached it like a storytelling technology?

26 Open? Secure? Both? SECU RE NOT OPEN OPE N NOT SECU RE

27 All of this adds up to the idea of a Web that holds trust, reputation, and verifiability at its center where cryptocurrency concepts and effective communications intersect. - Blockchain: Securing the Narrative, July 14, 2016

28 What We ve Been Up To

29 The Problem Screenshots and web-archives are not independent, reliable sources The article Alice read at noon might not be the same that Bob read at 11:00 a.m. Sources be provably tied to a key

30 We can use blockchain tech to verify and notarize digital publishing.

31 Our Work-in-Progress Prototype A CMS Plugin A Blockchain Explorer/Comparator Tool Browser Plugin for On-the-Fly Verification

32 Publisher Experience Write and publish content. Combine all post elements into a single object. Create digital fingerprint ( hash ) of post. Submit cryptocurrency transaction using this hash. Once mined into a block, you have a permanent, independent notary of date, time, source, and content of post.

33 Verification Experience Search via URL or publisher s public address Page URL Hash of post, with check indicating pass Status of post Tx ID, link to standard cryptocurrency block explorer Verified timestamp of post Visual comparison

34 What Does (Not) Get Verified

35 Browser Plugin

36 Applications Communications in Regulated Industries (e.g., audit trail) Journalism (e.g. proof-ofscoop, proof-ofsource, seal of authenticity) Government Communications (e.g., filings, minutes, data)

37 Roadmap Shipping is a feature Phillippe Kahn Publisher test and adoption Inspiring developer support for Secure Narratives Evangelizing media consumer sensitivity to the Secure Narrative issue

38 A Call-to-Action Looking to work with volunteers, enthusiasts, students, companies and publishers to improve and expand Rakonto Engineering Testing Documentation Integration Marketing

39 Trust In Blockchain & Media Challenges and Solutions Phil Jethro