social media and fake news, brand building and start-ups
TRANSCRIPT
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SOCIAL MEDIA
1. The rise of fake news
2. How to build a brand in a post-truth era
3. Powering your start-up
G i r i s h B a l a c h a n d r a n
@ G i r i s h a m 1
g i r i s h @ o n p u r p o s e c o n s u l t i n g . c o m SOAS
March 7, 2017
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“IT MUST BE TRUE
I’VE SEEN THAT CLAIM SEVERAL TIMES TODAY”S o c i a l M e d i a & T h e R i s e o f F a k e N e w s
G i r i s h B a l a c h a n d r a n
@ G i r i s h a m 1SOAS
March 7, 2017
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Example 1 Authentic material used in the wrong context
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Example 2 Fact-free information
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This one may actually be true!
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Example 3 Fake information
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Example 4 Myths presented as facts
http://www.snopes.com/cokelore/tooth.asp
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Example 5
MISLEADINGINFORMATION
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THE
HAS BEGUN
INFORMATION WAR
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Why should we care?
Breakdown of trust. Propaganda
and emotions are shaping
opinions, not fact
Business will become
less bold, less brave
Brands will need to take a stand,
now more than ever
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What’s made this post-truth era a reality?
HYPER-CONNECTIVITY DELUGE OF CONTENT PEOPLE PREFER STORIES
OVER FACTS
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What can we do?
BE
POSITIVELY
SKEPTICALAlways read the label – which means check the source, question headlines that make declarative statements, look for the story to be validated or confirmed elsewhere – David Gallagher, President Omnicom Group
People on Facebook should use the 'Report' functionality to report content that violates our community standards – Facebook
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HOW TO
IN AN ERA OF
ALTERNATIVE
FACTS?
BUILD A
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Case study 1:
#LikeAGirl
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From a rational proposition to an emotional one
#LikeAGirl
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FINDING AN
ENEMY
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The idea and creative work
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WHAT WE DID
AND WHY?
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THE CULTURAL IMPACT
WHY IT MATTERED
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How we measured success
Drive relevance with an
emotional connection to Always
Drive popularity through
top of mind awareness
Increase
penetration
Create cultural
change
01
02
03
04
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THE
RESULTS
01
02
03
04
05
90m+ views; number two viral video
globally1
1100+ earned-media placements and
4.4bn+ media impressions in the first
three months
Always Twitter followers tripled in the first
three months; Always YouTube Channel
subscribers grew 4339%
177,000 #LikeAGirl tweets in the first three
months, including many celebrities
Higher-than-average lift in brand preference; claimed purchase
intent grew more than 50% among our target
IN A STUDY CONDUCTED
IN DECEMBER 2014,
almost 70% of women and 60% of
men claimed that "The video
changed my perception of the
phrase 'like a girl'".
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Take
Case study 2:
Vote Leave:
Control
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What Vote Leave
Did So Well
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#BlackFridayCampaign
Case study 3:
Sears
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#TwitStorm –O2
Case study 4:
Calming a
http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-media-masterclass
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#TwitStorm –O2 #SocialMediaWin
Case study 4:
Calming a
BEING DIRECT
Customer (@gay_platform): "@O2 We're still waiting
for that apology.. or maybe they texted me and I can't
see the message because my phone DIDN'T WORK"
O2 response: "@gay_platform Firstly, here are
our deepest apologies. Network should be back
up and running for you. How's your service?"
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#TwitStorm –O2 #SocialMediaWin
Case study 4:
Calming a
PERSONALISATION
Customer (@24vend_Ltd): "@O2 had to travel to
Italy to get signal -- desperate times!!!"
O2 response: "You can come back now. We're
back in business :)"
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#TwitStorm –O2 #SocialMediaWin
Case study 4:
Calming a
FIREFIGHTING
Customer (@MrJeb): "Oi! O2! Because of you I
missed a call from my dear old mum. For that I think I
owe you a pint. Ta! :)"
O2 response: "Um... you're welcome, we think.
But if your mum asks, we'll totally deny this tweet"
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#TwitStorm –O2 #SocialMediaWin
Case study 4:
Calming a
RISING ABOVE IT
Customer (@grahamcummings7): "@O2 F**K You!
Suck d**k in hell"
O2 response: " Maybe later, got tweets to send"
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#TwitStorm –O2 #SocialMediaWin
Case study 4:
Calming a
BEING GRACIOUS
Customer (@Beckyyyy123): "Whoever is tweeting for
@O2 deserves some sort of giant cake"
O2 response: "If it's a giant, Jaffa Cake, I'm in"
Customer (@Beckyyyy123): "@O2 your wish is
my command"
O2 response: "Awesomes! Sorry about the kamikaze
comma in the last tweet. Finger s are numb."
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#TwitStorm –O2 #SocialMediaWin
Case study 4:
Calming a
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Lessons Learnt
Crisis planning begins with
proactively building a reputation
Just because you’re ignoring social media
doesn’t mean social media is ignoring you
In a crisis? Be human in your response
01
02
03
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Social Media &
Community Building
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Step : 1CREATE YOUR SOCIAL MEDIA STRATEGY BEFORE CREATING SOCIAL MEDIA PROFILES
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Step : 2Choose the right social networks for your business
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Step : 3Save money on customer service by using social media
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Step : 4Expand by recruiting new team members on social
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Step : 5Build an online community of brand ambassadors
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Step : 6Evaluate your social media strategy regularly
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Step : 7Don’t be afraid
to experiment
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HOW WE
GOT HERE?
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Marketing to tribes
AND THE POWER OF MOVEMENTS
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The Power Shift:
FROM SELLERS TO BUYERS
THE WEB
SEARCH
CUSTOMER REVIEWS &
USER GENERATED CONTENT
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Scarcity & Abundance:
The Trade-Off
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CEO
Entrepreneur
CEO of a Fortune 500 Company
Crisis Consultant
Not Sure Yet
HR ManagerStart-up
CSR
Su
stai
nab
le G
row
th
Transaction Advisory Services
Strategy Consultant
HR Director in a high-end fashion company
WHY YOU
SHOULD
CARE?
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Top tips
for a career in marketing
Read 1 international newspaper/site every day
Have a point of view on the future of something
Travel and try and live at least a year of your life away from your home country before attempting to move for a job
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RESOURCE
Fake News: It’s Complicated Seven Essential Social Media
Strategies for Startups
Vote Leave