Presentation given by Christophe Ginisty on September 7th, 2017 at Insights 2017, an event organized in Riga by OMD Latvia.

1. How to survive in
the middle of liars?
Christophe Ginisty | Truth-teller | @cginisty

7. IDEA STARTERS AMPLFIERS CURATORS COMMENTATORS VIEWERS
TYPOLOGY OF INFLUENCE
(Developped by Edelman with University of Southsampton)

9. Crazy sharing machines all over the planet

10. What seems to be real,
What supports their beliefs,
What members of their community state,
What was supposed to stay confidential,
What is already too viral to be wrong,
…

11. Amplification is
the key

12. Connected crowds have become media on
which people mainly share emotions

13. News can be fake but emotions
are most of the time real!
(at least spontaneous & sincere)

14. How to remain credible in
such an environment?
(what does it change for brands?)

15. Fact-Check your own statements
— If anything is not accurate, people will find it —
Make proof points available and easy to find
— It has to be online and just few clicks away from the campaign —
Be ready to comment and respond
— Don’t let people share assumptions that are not accurate —
Be consistent between words and actions
— Statement become less credible than bahaviors —

16. One more thing…

17. Monitor & Listen!
BELIEFS
EMOTIONSINFLUENCERS
COMPETITION PLACES
CONVERSATIONS
…

18. Thank you.
christophe@ginisty.com