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Truth is dead. How should brands respond?

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Chris Deary

From Brexit to Trump, 2016 saw seismic shifts in our social, economic, political and cultural landscapes. With algorithms serving up fake news and self-selecting social media feeds enabling tunnel-vision perceptions of the world, technology played a central role in creating this new reality. The rise of chatbots and other machine-assisted forms of communication will only continue to alter our ability to distinguish fact from fiction. How should brands adapt to this new reality?

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@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL Truth is dead. How should brands respond? @chrisdeary | #SMWiCPH17
@chrisdeary | #SMWiCPH17MISSION 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.
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL SOME TRUTHS @ThisisZone @this_is_zone zonedigital.com @chrisdeary chrisdeary.com Chris Deary Client Creative Director BIMA agency of the year
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION 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 | #SMWiCPH17MISSION CRITICAL DIGITAL How truth died post-truth was created How and why brands should respond to it 1 2 TODAY
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL You’re fake news No, you’re fake news
@chrisdeary | #SMWiCPH17MISSION 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
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL “SLOGANS SHOULD BE REPEATED UNTIL THE VERY LAST INDIVIDUAL HAS COME TO GRASP THE IDEA.”
@chrisdeary | #SMWiCPH17MISSION 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.
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL Alternative facts?
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL Perception management
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL MAN BITES DOG! @chris deary | ##SMWiCPH17
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL The Employment Policies Institute. National Policy Institute. New Century Foundation. Family Research Council. American College of Pediatricians.
@chrisdeary | #SMWiCPH17MISSION 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
@chrisdeary | #SMWiCPH17MISSION 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!
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL #IRANREVOLUTION
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL DON’T FEED ME
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL YOU WON’T BELIEVE THESE 7 THINGS BRANDS CAN DO TO TACKLE POST-TRUTH
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 1. THINK BEYOND FAKE NEWS
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 2. STOP ADVERTISING INTO BLACK HOLES
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 3. STOP CONDONING CRAPPY EDITORIAL VALUES
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 4. STOP ENABLING THE LIES #DELETESHOPIFY
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 5. DON’T FEED THE TROLLS
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 6. MAKE SOCIAL PURPOSE AN ACTUAL THING
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL 7. UNLEASH THE ROBOTS CAREFULLY
@chrisdeary | #SMWiCPH17MISSION CRITICAL DIGITAL QUESTIONS?

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Truth is dead. How should brands respond?