Addressing post-truth - GSK - 10/05/2019
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Talk held at GlaxoSmithKline (GSK) in Belgium on 10 May 2019. ▼ Connect LinkedIn : linkedin.com/in/dmlg SlideShare : slideshare.net/denysmalengreau Twitter : twitter.com/d_mlg Periscope : periscope.tv/d_mlg YouTube : bit.ly/d_mlg
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Addressing post-truth - GSK - 10/05/2019
- 1. 1 DMLG ADDRESSING POST-TRUTH 10 May 2019 GlaxoSmithKline (GSK) Wavre, Belgium
- 3. 3 1. Defining what we’re talking about 2. Understanding context 3. Highlighting the root cause 4. Thinking solutions 5. Learning to swim in the ocean DMLG Addressing post-truth by...
- 4. 4 DMLG Defining what we’re talking about
- 5. 5 DMLG SOURCE: OXFORD DICTIONARIES, WORD OF THE YEAR 2016 relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief Post-truth
- 7. 7 Activity Mobility + Conversational web Smartphone DMLG Accessibility Price ▼ + Broadband ▲ + Technological innovation leads to social innovation
- 9. 9 DMLG
- 10. 10 DMLG 3.8M Searches 1M Logging in 347K Scrolling 1.4M Swipes 481K Tweets 41,6M Messages sent 2.1M Snaps Real time? Visit internetlivestats.com/one-second An Internet minute in 2019 SOURCE: VISUAL CAPITALIST
- 11. 11 DMLG Datafication modern technological trend turning many aspects of our life into data SOURCE: WIKIPEDIA, THE DIGITIZATION OF THE WORLD FROM EDGE TO CORE - SEAGATE (IDC, NOVEMBER 2018)
- 12. 12 DMLG EMITTER RECEIVER before the social media era STAKEHOLDERS MESSAGE From unidirectional communication
- 13. 13 DMLG EMITTER RECEIVER EMITTERRECEIVER STAKEHOLDERS MESSAGE(S) MONITORING E/R E/R E/R E/R E/R To multidirectional communication The traditional scheme must adapt to social media
- 14. 14 DMLG TOP ▼ DOWN Knowledge retention Centralised Authority-based FLAT ► Shared knowledge Distributed People-based Past Present Faith in a few Trust at scale through peersthrough institutions SOURCE: 2017 EDELMAN TRUST BAROMETER
- 15. 15 DMLG Paradigm shift: trust at scale SOURCE: AIRBNB
- 16. 16 → Taken on peers In the hands of the masses Transparent Shift Taken on faith In the hands of a few Behind closed doors Taken on neighbours In the hands of the tribe Transparent DMLG SOURCE: WHO CAN YOU TRUST?: HOW TECHNOLOGY BROUGHT US TOGETHER AND WHY IT MIGHT DRIVE US APART (RACHEL BOTSMAN, 2017) ..... ........ ...... ...... ... ... ... ... ........ ............... Local Institutional Distributed→
- 17. 17 DMLG
- 18. 18 Trust and influence now lie more with individuals than they do with institutions. DMLG
- 19. 19 DMLG Highlighting the root cause
- 20. 20 DMLG
- 21. 21 DMLG Addiction captology + nudge theory (attention economy) Polarisation filter bubbles exacerbating post-truth and Dunning-Kruger effect Manipulation fake news, astroturfing, bots
- 22. 22 DMLG Addiction captology + nudge theory (attention economy) Polarisation filter bubbles exacerbating post-truth and Dunning-Kruger effect Manipulation fake news, astroturfing, bots
- 23. 23 DMLG Filter bubble: state of intellectual isolation that allegedly can result from personalized searches when a website algorithm selectively guesses what information a user would like to see based on information about the user, such as location, past click-behavior and search history. As a result, users become separated from information that disagrees with their viewpoints, effectively isolating them in their own cultural or ideological bubbles. SOURCE: WIKIPEDIA
- 24. 24 DMLG Fake news fostering post-truth.
- 25. 25 DMLG
- 26. 26 DMLG SOURCE: THE DEATH OF FACEBOOK | HOW SOCIAL MEDIA RIPPED APART A GENERATION (YOUTUBE, COLDFUSION, 15 NOVEMBER 2018) Dunning–Kruger effect: cognitive bias in which people mistakenly assess their cognitive ability as greater than it is. Opinion polarisation on social media
- 27. 27 « How can you change the institutions that were designed in a vertical way in a physical world, given today we live in a digital horizontal world? How can you as a politician in an institution that takes years to decide on a new law to basically do it in a way that when it's done, there's an [direct] effect on people? ... when it's done three years down the road [as it is today], technology is already ten times ahead ... so how do you move that? You have to really go to the deep root cause which is that institutions were not designed to basically live in the world we live in ... If we are able as politicians to tackle that, to use technology to change the institutions, then we can solve the problem. But today, we try to solve the problem without changing the root cause, without changing how institutions work. And so, it's these kinds of tensions between the institutions and the world that are creating the divide ... Look at regulation in a way that people participate because people don't want politicians anymore that have a vision and want to tell you what the future will be and tell you "come with me". People want to co-design that future with you as a politician, and so how do you do that? That's the big challenge. » ~Carlos Moedas, European Commission Web Summit 2018
- 29. 29 1. Calling out on (independent) authority voices 2. Involving team 3. Using suitable communication codes 4. Being prepared to address crisis situation 5. Striving to remain relevant day in day out DMLG
- 30. 30 1. Calling out on (independent) authority voices 2. Involving team 3. Using suitable communication codes 4. Being prepared to address crisis situation 5. Striving to remain relevant day in day out DMLG
- 31. 31 DMLG Who should be targeted first? Cooperation Necessary Desired Pointless Opponents Ambassadors Strong influence Weak influence Link with company activities None External Internal 4 1 5 2 3 6 9 7 8 Weave science with stories
- 32. 32 1. Calling out on (independent) authority voices 2. Involving team 3. Using suitable communication codes 4. Being prepared to address crisis situation 5. Striving to remain relevant day in day out DMLG
- 34. 34 1. Calling out on (independent) authority voices 2. Involving team 3. Using suitable communication codes 4. Being prepared to address crisis situation 5. Striving to remain relevant day in day out DMLG
- 35. 35 DMLG
- 36. 36 1. Calling out on (independent) authority voices 2. Involving team 3. Using suitable communication codes 4. Being prepared to address crisis situation 5. Striving to remain relevant day in day out DMLG
- 37. 37 DMLG Likelihood Seriousness Unacceptable risk Acceptable risk What acceptability limit? Very strong Very strongVery weak Very weak Average Average Risk assessment Farmer diagram
- 38. 38 1. Calling out on (independent) authority voices 2. Involving team 3. Using suitable communication codes 4. Being prepared to address crisis situation 5. Striving to remain relevant day in day out DMLG
- 39. 39 DMLG « Whether you like it or not, the global economy is the big ocean we can’t escape from. Any attempt to stop capital flows, technologies, products, industries and the moves of people between economies in order to bring back ocean waters into remote lakes and streams is simply not possible and a reversal of history. » ~Xi Jinping, President of the Peoples Republic of China Davos 2017 Learn to swim in the ocean SOURCE: DAVOS 2017 - OPENING PLENARY WITH XI JINPING, PRESIDENT OF THE PEOPLES REPUBLIC OF CHINA, YOUTUBE (17/01/2017)
- 41. +32 487 42 98 82 @Denys_MLG linkedin.com/in/denysmalengreau slideshare.net/denysmalengreau twitter.com/D_MLG periscope.tv/D_MLG bit.ly/youtube-dmlg denys@reputation365.eu Thank you, and let’s connect! reputation365.eu