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Spark 2017: You Are What You Share: What Brands Can Learn From the Alarming Allure of Fake News by Jean Ellen Cowgill

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Spark 2017: You Are What You Share: What Brands Can Learn From the Alarming Allure of Fake News by Jean Ellen Cowgill

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  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Spark 2017: You Are What You Share: What Brands Can Learn From the Alarming Allure of Fake News by Jean Ellen Cowgill

  1. 1. You Are What You Share What Brands Can Learn from the Alarming Allure of Fake News
  2. 2. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  3. 3. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  4. 4. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  5. 5. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  6. 6. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  7. 7. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  8. 8. Atlantic Media Strategies helps organizations advance the ideas and issues that move our world.
  9. 9. The allure of fake news
  10. 10. “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement”
  11. 11. “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement” “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide”
  12. 12. “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement” “WikiLeaks CONFIRMS Hillary Sold Weapons to ISIS Then Drops Another BOMBSHELL! Breaking News” “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide”
  13. 13. “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement” “South Carolina Unveils New State Flag” “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide” “WikiLeaks CONFIRMS Hillary Sold Weapons to ISIS Then Drops Another BOMBSHELL! Breaking News”
  14. 14. “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement” “WikiLeaks CONFIRMS Hillary Sold Weapons to ISIS Then Drops Another BOMBSHELL! Breaking News” “South Carolina Unveils New State Flag” “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide” “Fake News ‘Epidemic’ Turns Out To be False”
  15. 15. Source: Pew Research Center % of Americans who are confident they can detect fake news. Americans admit to sharing fake news, even though they are confident they can detect it. 84%
  16. 16. Source: Pew Research Center 23% 84% % of Americans who are confident they can detect fake news. % of Americans who have shared fake news. Americans admit to sharing fake news, even though they are confident they can detect it.
  17. 17. Source: Buzzfeed Ahead of the election, fake news on Facebook spurred more engagement than real news. 0 2 4 6 8 10 12 14 Feb-April May-Jul Aug-Election Day MillionsofFacebookEngagements Real News Fake News
  18. 18. What makes fake news so alluring?
  19. 19. Fake news works because it:
  20. 20. Fake news works because it: Starts from trending topics
  21. 21. Fake news works because it: Starts from trending topics Validates our world view
  22. 22. Fake news works because it: Starts from trending topics Validates our world view Speaks to our sense of self
  23. 23. Today: 3 lessons from fake news on how to create content that is authentically (and honestly) alluring
  24. 24. Lesson One: Start from trending topics.
  25. 25. 76% of the top fake news stories leading up to the 2016 election were based on current events. Source: Buzzfeed
  26. 26. Tip: When they go low, you go low/high.
  27. 27. Hi Lo Hi Treatment Topic Lo
  28. 28. Hi Lo Hi Treatment Topic Lo The Atlantic’s Corridor
  29. 29. Hi Lo Hi Treatment Topic Lo The Atlantic’s Corridor
  30. 30. Lesson Two: Give voice to the things I hold dear.
  31. 31. CORE COMMUNITIES PASSIONATE CHAMPIONS TARGET AUDIENCES
  32. 32. Case Study: Carnegie Corporation CORE COMMUNITIES PASSIONATE CHAMPIONS TARGET AUDIENCES
  33. 33. CORE COMMUNITIES PASSIONATE CHAMPIONS TARGET AUDIENCES Case Study: Carnegie Corporation
  34. 34. Case Study: Carnegie Corporation CORE COMMUNITIES PASSIONATE CHAMPIONS TARGET AUDIENCES 10K engagements Case Study: Carnegie Corporation
  35. 35. Case Study: Carnegie Corporation CORE COMMUNITIES PASSIONATE CHAMPIONS TARGET AUDIENCES Case Study: Carnegie Corporation 1.2M views
  36. 36. Lesson Three: Speak to my sense of self (and how I feel as a result).
  37. 37. Source: Adobe Analytics, Internal Atlantic Media
  38. 38. CTR The State of Trump’s State Department 1.1% Source: Adobe Analytics, Internal Atlantic Media
  39. 39. CTR The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% Source: Adobe Analytics, Internal Atlantic Media
  40. 40. CTR The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% The Anxious Boredom of the Bureaucrats Under Trump 1.7% Source: Adobe Analytics, Internal Atlantic Media
  41. 41. CTR The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% The Anxious Boredom of the Bureaucrats Under Trump 1.7% ‘The Sun Does Set on Your Empire’: Scenes from Trump’s State Dept 1.9% Source: Adobe Analytics, Internal Atlantic Media
  42. 42. CTR The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% The Anxious Boredom of the Bureaucrats Under Trump 1.7% ‘The Sun Does Set on Your Empire’: Scenes from Trump’s State Dept 1.9% ‘They Really Want to Blow this Place Up’: Scenes from Trump’s State Dept 2.4% Source: Adobe Analytics, Internal Atlantic Media
  43. 43. As a ____________ , I feel ____________ .
  44. 44. As a ____________ , I feel ____________ .liberal outraged
  45. 45. As a ____________ , I feel ____________ .Trump supporter triumphant
  46. 46. liberal Trump supporter classic conservative government employee outraged triumphant anxious fearful As a ____________ , I feel ____________ .
  47. 47. Start from trending topics. Give voice to the things I hold dear. Speak to my sense of self. 1 2 3
  48. 48. Thank you! www.atlanticmediastrategies.com @AMStrategy jcowgill@atlanticmedia.com

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