Social Media and Fake News, Brand Building and Start-ups
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This document discusses social media and the rise of fake news. It provides examples of different types of fake news and misleading information. It discusses why the spread of misinformation is problematic as it undermines trust. The document then offers some tips on how to be more skeptical of information found online and encourages people to verify news from multiple sources. It also provides several case studies of successful social media marketing campaigns, including Always' "#LikeAGirl" campaign and O2's response to an outage, highlighting best practices around building brands and responding to crises online.
Social Media and Fake News, Brand Building and Start-ups
- 1. 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
- 2. “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 1 SOAS March 7, 2017
- 3. Example 1 Authentic material used in the wrong context
- 4. Example 2 Fact-free information
- 5. This one may actually be true!
- 6. Example 3 Fake information
- 7. Example 4 Myths presented as facts http://www.snopes.com/cokelore/tooth.asp
- 10. 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
- 11. What’s made this post-truth era a reality? HYPER-CONNECTIVITY DELUGE OF CONTENT PEOPLE PREFER STORIES OVER FACTS
- 12. What can we do? BE POSITIVELY SKEPTICAL Always 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
- 13. HOW TO IN AN ERA OF ALTERNATIVE FACTS? BUILD A
- 15. From a rational proposition to an emotional one #LikeAGirl
- 16. FINDING AN ENEMY
- 17. The idea and creative work
- 18. Getting #LikeAGirl Out In The World
- 19. WHAT WE DID AND WHY?
- 20. THE CULTURAL IMPACT WHY IT MATTERED
- 21. 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
- 22. 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'".
- 23. Take Case study 2: Vote Leave: Control
- 24. What Vote Leave Did So Well
- 26. #TwitStorm – O2 Case study 4: Calming a http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social- media-masterclass
- 27. #TwitStorm – O2 #SocialMedia Win 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?"
- 28. #TwitStorm – O2 #SocialMedia Win 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 :)"
- 29. #TwitStorm – O2 #SocialMedia Win 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"
- 30. #TwitStorm – O2 #SocialMedia Win 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"
- 31. #TwitStorm – O2 #SocialMedia Win 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."
- 32. #TwitStorm – O2 #SocialMedia Win Case study 4: Calming a
- 33. 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
- 34. Social Media & Community Building
- 35. Step : 1 CREATE YOUR SOCIAL MEDIA STRATEGY BEFORE CREATING SOCIAL MEDIA PROFILES
- 36. Step : 2 Choose the right social networks for your business
- 37. Step : 3 Save money on customer service by using social media
- 38. Step : 4 Expand by recruiting new team members on social
- 39. Step : 5 Build an online community of brand ambassadors
- 40. Step : 6 Evaluate your social media strategy regularly
- 41. Step : 7 Don’t be afraid to experiment
- 42. HOW WE GOT HERE?
- 43. Marketing to tribes AND THE POWER OF MOVEMENTS
- 44. The Power Shift: FROM SELLERS TO BUYERS THE WEB SEARCH CUSTOMER REVIEWS & USER GENERATED CONTENT
- 45. Scarcity & Abundance: The Trade-Off
- 46. CEO Entrepreneur CEO of a Fortune 500 Company Crisis Consultant Not Sure Yet HR Manager Start-up CSR SustainableGrowth Transaction Advisory Services Strategy Consultant HR Director in a high-end fashion company WHY YOU SHOULD CARE?
- 47. 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
- 48. RESOURCE Fake News: It’s Complicated Seven Essential Social Media Strategies for Startups Vote Leave