truth is dead. how should brands respond?

@chrisdeary | #SMWiCPH17

MISSION CRITICAL DIGITAL

Truth is dead. How should brands respond?

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@chrisdeary | #SMWiCPH17

MISSION CRITICAL DIGITAL

POST-TRUTH

Adjective \ pəʊs(t)ˈtruːθ\ ~ Relating to or denoting circumstances in which objective facts are less influential in

shaping public opinion than appeals to emotion and personal belief.

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MISSION CRITICAL DIGITAL

SOME TRUTHS

@ThisisZone @this_is_zone

zonedigital.com

@chrisdeary

chrisdeary.com

Chris Deary Client Creative Director BIMA agency of the year

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MISSION CRITICAL DIGITAL

@chrisdeary | #SMWiCPH17

MISSION CRITICAL DIGITAL

Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead.

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MISSION CRITICAL DIGITAL

How truth died post-truth was created

How and why brands should respond to it

1

2

TODAY

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MISSION CRITICAL DIGITAL

You’re fake news

No, you’re fake news

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MISSION CRITICAL DIGITAL

“If Facebook does not immediately delete the affected report within 24 hours, Facebook will have to pay up to 500,000 euros” Thomas Oppermann Chairman of UK Culture, Chairman of German SPD Parliamentary Group

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MISSION CRITICAL DIGITAL

“SLOGANS SHOULD BE REPEATED UNTIL THE VERY LAST INDIVIDUAL HAS COME TO GRASP THE IDEA.”

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MISSION CRITICAL DIGITAL

“SLOGANS SHOULD BE REPEATED UNTIL THE VERY LAST INDIVIDUAL HAS COME TO GRASP THE IDEA.”

- MEIN KAMPF

* This slide is brought to you in association with Godwin’s Law.

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MISSION CRITICAL DIGITAL

Alternative facts?

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

Perception management

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

MAN BITES DOG!

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

The Employment Policies Institute.

National Policy Institute.

New Century Foundation.

Family Research Council.

American College of Pediatricians.

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MISSION CRITICAL DIGITAL

1.6 million

24

0 Number of results for a YouTube search for “9/11 conspiracy”

Hours of the day when the news media is operational

Number of data points on every US citizen enabling Donald Trump to micro target swing voters

Number of stories from non-left-wing news sites served to me by Facebook’s algorithm this morning

5,000

NEWS IN THE DIGITAL ERA

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MISSION CRITICAL DIGITAL

WHEN YOU READ THESE 19 SHOCKING FOOD FACTS, YOU’LL NEVER WANT TO EAT AGAIN

Think this is a normal shed? Just wait until you see what’s inside…

This girl didn’t know what was inside her, until they cut off her pants. Shocking!

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MISSION CRITICAL DIGITAL

#IRANREVOLUTION

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MISSION CRITICAL DIGITAL

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DON’T FEED ME

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

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MISSION CRITICAL DIGITAL

YOU WON’T BELIEVE THESE 7 THINGS BRANDS CAN DO

TO TACKLE POST-TRUTH

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MISSION CRITICAL DIGITAL

1. THINK BEYOND FAKE NEWS

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MISSION CRITICAL DIGITAL

2. STOP ADVERTISING INTO BLACK HOLES

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MISSION CRITICAL DIGITAL

3. STOP CONDONING CRAPPY EDITORIAL VALUES

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MISSION CRITICAL DIGITAL

4. STOP ENABLING THE LIES

#DELETESHOPIFY

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MISSION CRITICAL DIGITAL

5. DON’T FEED THE TROLLS

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MISSION CRITICAL DIGITAL

6. MAKE SOCIAL PURPOSE AN ACTUAL THING

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MISSION CRITICAL DIGITAL

7. UNLEASH THE ROBOTS CAREFULLY

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MISSION CRITICAL DIGITAL

QUESTIONS?