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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.
@chrisdeary | #SMWiCPH17
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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MISSION CRITICAL DIGITAL
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?