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Three content trends in reputation management


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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 website.

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Three content trends in reputation management

  1. 1. Content Breakfast 2019 23 January 2019
  2. 2. • Responsible for developing Kekst CNC’s global digital capabilities, alongside the Director of Digital Engagement. • 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 ( • 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. Michael White Senior Digital Consultant Twitter: @michaelwhite1 / @KekstCNC Email:
  3. 3. About Kekst CNC Highly experienced professionals 250 Offices globally 12 Part of Publicis Groupe Clients across the world 600 A leading global strategic communications firm Providing trusted advice that organisations can count on 2
  4. 4. About Kekst CNC’s digital offering A full-service digital offering Combining data, insight, and creativity Team of digital, research and content specialists 3 Unique combination of tools to deliver empirical analysis and visualise data Data-driven approach to content management and online activation Real-time tracking of conversations, campaigns, issues, crisis and reputation Full creative services offering
  5. 5. News article network with 3088 stories. Colored by clusters. Sized by degree. Clusters 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% Events 4.4% Food trends 4.3% Social media marketing forecasts 3.5% Market and industry forecasts 3.0% #trolleyman 1.9% A D J G F L B I E C K H M N A D I G F K H E C J O L N B M O
  6. 6. Dark SocialPremediated fake news Beyond the screen Looking at the world of content in 2019 5 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 innovate. There is nothing new about the growth of audio content. But this goes beyond podcasts.
  7. 7. Premediated fake news 23 January 2019
  8. 8. 2019 started as 2018 ended, with a global deficit of trust in the world’s businesses, leaders, governments, and media. 7 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 notable issues. Ipsos Mori research says…
  9. 9. Misleading Content Imposter Content Fabricated Content False Connection Satire or Parody 7 Types of Mis and Dis-information 1 2 3 4 5 False Content Manipulated Content 6 7 No intention to cause harm, but has intention to fool Misleading use of information to frame an issue or individual When genuine sources are impersonated Content is 100% false, designed to deceive and do harm When headlines, captions, or images, don’t support content When genuine content is shared with false contextual information When genuine information or imagery is manipulated to deceive
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  12. 12. The unspoken world of dark arts 11 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 were posted.
  13. 13. 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. 1 Fifth of these countries found disinformation campaigns operating over chat applications such as WhatsApp, Telegram, and WeChat. 2 Automation is still a staple for social manipulation, but paid advertisements and search engine optimisation are also important contributors. 3
  14. 14. Dark social 23 January 2019
  15. 15. Definition of Dark Social, 14 “… 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.”
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  17. 17. Cambridge Analytica’s impact 16 Channel 4 Investigation public March 2018 Facebook announces API changes April 2018 Developers see their Instagram apps break overnight April 2018 Instagram rolls out changes to how everyone accesses data December 2018 Facebook updates how we access data, it’s channel only January 2019 (more updates to come…)
  18. 18. In April 2018 Chief Technology Officer for Facebook, Mike Schroepfer, described the changes we’re now experiencing as, 17 “… Overall, we believe these changes will better protect people’s information while still enabling developers to create useful experiences.”
  19. 19. Beyond the screen 23 January 2019
  20. 20. Growth of podcasting 73 million people listen monthly 85% stay tuned for ‘all’ or ‘most’ of an episode 100 different languages on Apple Podcasts Content that captures people whilst on the move
  21. 21. Growth of voice assistants 20 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.
  22. 22. WIKIPEDIA ENGAGEMENT 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? 0301 21 02 Three small tips
  23. 23. Thanks for listening Twitter: @michaelwhite1 / @KekstCNC