Presented at the Content Marketing Association event on 23rd Jan 2019. This presentation covers three content marketing trends in reputation management for 2019. A more detailed article about the talk can be found on the kekstcnc.com website.
• Responsible for developing Kekst CNC’s global digital
capabilities, alongside the Director of Digital
• In 2014, developed the digital strategy for a central
bank in Europe, which sparked a ‘niche’ working with
highly regulated industries.
• Have previously been recognized by Vuelio has one
of the UK’s top 10 PR bloggers (michaelwhite.blog).
• Member of the PRCA Digital Group, helping drive
best practice in the industry.
• Have worked with a number of well-known
organisations including Adobe, DuPont, Merck,
Reputation Institute, and the Royal Mint.
Senior Digital Consultant
Twitter: @michaelwhite1 / @KekstCNC
About Kekst CNC
A leading global strategic communications firm
Providing trusted advice that organisations can count on
About Kekst CNC’s digital offering
A full-service digital offering
Combining data, insight, and creativity
Team of digital,
of tools to deliver
and visualise data
approach to content
crisis and reputation
News article network with 3088 stories. Colored by clusters. Sized by degree.
Social media marketing advice 11%
Social media impact on politics 11%
Self care and social media 10%
AI and automation 8.6%
Content predictions 8.5%
Influencers and trending content 8.0%
Fashion trends 7.1%
Job opportunities 6.9%
Trending social content in Africa 5.1%
Bollywood on social media 4.8%
Food trends 4.3%
Social media marketing forecasts 3.5%
Market and industry forecasts 3.0%
Dark SocialPremediated fake
Beyond the screen
Looking at the world of content in 2019
Three key developments impacting businesses.
Businesses must protect their
reputations in the online ‘wild
west’. Know what to look for.
Industry capability to monitor
social media mentions is
diminishing. Be ready to
There is nothing new about the
growth of audio content. But
this goes beyond podcasts.
2019 started as 2018 ended, with a global deficit of trust in the world’s businesses,
leaders, governments, and media.
Reputation Institute say…
In the UK’s top 150 companies,
“reputation has fallen since 2017”.
This happened because there is a
trust “crisis”. “People are more
skeptical towards governments,
politicians, and companies”.
We’re living in a ”period of change”
due to “Brexit, Trump, Fake News”.
Plus “data security” has seen
Ipsos Mori research says…
Misleading Content Imposter Content Fabricated Content
Satire or Parody
7 Types of Mis and Dis-information
1 2 3 4
False Content Manipulated Content
No intention to
intention to fool
to frame an
deceive and do
The unspoken world of dark arts
Which’s investigation into fake reviews found…
• A network of Facebook groups setup to reimburse Amazon
customers in exchange for positive reviews.
• Sellers offering refunds for high ratings.
• Sellers refusing to reimburse costs when ‘honest’ reviews
48 countries were found to have
evidence of organised social media
manipulation campaigns. At least
one political part of government
agency used content to manipulate
public opinion domestically.
The Oxford Internet Institute has described the manipulation of public opinion over
social media platforms as a ‘critical threat to public life’.
Government agencies and political parties have been found to exploit social media
platforms to spread mis- and disinformation, exercise censorship and control, and
undermine trust in the media, public institutions and science.
Fifth of these countries found
disinformation campaigns operating
over chat applications such as
WhatsApp, Telegram, and WeChat.
Automation is still a staple for
social manipulation, but paid
advertisements and search
engine optimisation are also
Definition of Dark Social,
“… a term coined by Alexis C. Madrigal, a senior editor at The Atlantic, to
refer to the social sharing of content that occurs outside of what can be
measured by Web analytics programs. This mostly occurs when a link is sent
via online chat or email, rather than shared over a social media platform, from
which referrals can be measured.
The prevalence of sharing through dark social suggests that social media
marketing that fails to focus on the type and quality of content may be
overlooking a huge portion of social sharing.”
Cambridge Analytica’s impact
Instagram rolls out
changes to how
how we access
data, it’s channel
(more updates to come…)
In April 2018 Chief Technology Officer for Facebook, Mike
Schroepfer, described the changes we’re now experiencing as,
“… Overall, we believe these changes will better protect people’s information
while still enabling developers to create useful experiences.”
Growth of podcasting
73 million people
85% stay tuned
for ‘all’ or ‘most’
of an episode
whilst on the
Growth of voice assistants
Research by YouGov recently found that one in ten
Brits owns a smart speaker, which works out to
about 6.6 million people.
Smart speaker ownership among Britons has
doubled since last autumn.
Google Assistant will reach 1 billion devices by the
end of January.
More than 100 million Alexa-enabled devices have
been sold globally so far.
34 million registered
‘Wikipedians’ on the English
version of the site, which also
receives around 1.7 billion
visits a month and with some
302 language variants.
SEO BEST PRACTICE
If a visitor to your website was
partially sighted and relied on
automated assistance to
navigate your website, would
each part of the website,
including descriptions of
images, make sense?
ONGOING PR SUPPORT
Of course, I would say this!
But you need reputation
management experts who
can help promote and
manage relationships with
your audiences, all the time.
How do we ensure voice assistants understand us?
Three small tips
Thanks for listening
Twitter: @michaelwhite1 / @KekstCNC