How Your Audience Will Believe Anything – The Psychology Behind the Fake News

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From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Bas van den Beld, Digital Marketing Strategist, State of Digital

Marketing

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Are we even capable of living in a
real world without fake content?

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Fake News: New?

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Hoax
Conspiracy theories
Propaganda
Whisper campaignsGossip
Rumor
Lies
Subliminal messaging
PR Marketing

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Is “Fake News” just a term?

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
And then came the Internet

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
The biggest difference from then
until now: mass

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Fake content:
Content that is inaccurate, created
to deceive, disrupt or push an
agenda

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Fake content is about influencing the brain

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
What’s the purpose?
To deceive
To push an
agenda
To make
money

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
They can’t help themselves
People need
to send
updates
Bloggers and
journalists
need to
produce
Influencers
need to look
good
Publishers
are
screaming
for attention

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Anything for the clicks

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
All content is biased

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
7 types of fake content

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Nina Moric, an Italian model who is originally Croatian, voiced her anger about Jackson and Johnson, saying seeing migrant
Oblivious to who was in the image, one critic said: ”Nina Moric is right and this is shameful ... I am not racist, but I know the
Another added: "Immigration is crushing us”.
Source: https://www.independent.co.uk/arts-entertainment/films/news/samuel-l-jackson-magic-johnson-lazy-migrants-italy-tu

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
abcnews.go.com/ abcnews.com.co
Real Fake

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
But the subject was the photographer’s nephew, and it was all staged.

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
How does it spread?

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
“Fake” accounts

@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
Google’s autocomplete

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Repetition and echoing

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Getting into their bubble

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Facebook & Google targeting

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Going local

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
People trust local news more than
national news
Source: Pew Research

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
The overlapping tactic

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
The biggest loophole is that bloggers
and journalists are lazy

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Why do we believe fake content?

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
With Fake News and Content, it’s not
about the facts, it’s about the emotion

@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
The most powerful predictor of what spreads is anger

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
We like to be fooled

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Our memory determines what we believe

@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
Details of memories get lost

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Our habits get in the way

@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
If the message confirms our habits…

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Changing our believes is almost impossible

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Our brain isn't focused on finding the
truth, but to solve adaptive problems

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
We look for an explanation for
something in stead of “it's not true”

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
What were were told as kids stays with us

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
If you say no…

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Letting go of our judgement is painful

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
These are all lessons from marketing

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Where does it end?

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Virtual reality will make us question
everything we see

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
We can’t trust anyone. Not even
ourselves

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Marketers need to educate

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Teach people to check their intuition

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
And finally: laugh about it

@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Have Bas speak or train at your event or consult with Bas? Get in touch!
Bas van den Beld
www.basvandenbeld.com
www.speakwithpersuasion.com
www.linkedin.com/in/basvandenbeld
@basvandenbeld
Thank you!

Ghausul Azam Mahboob e Sub-hani Syed Abdul Qadir Jilani (May Allah be Pleased with him) Sultanul Hind Khawaja Ghareeb Nawaz Hasan Sanjari (May Allah be Pleased with him) Ghausul Aalam Mahboob e Yazdani Syed Sultan Makhdoom Ashrafi Jahangir Simnani (May Allah be Pleased with him) Hamshabeeh e Ghusul Azam Mahboobe Rabani Syed Ali Hussain Ashrafi Miyan Kichhauchhvi (May Allah be Pleased with him) Hassanul Hind Aashiqe Rasool Syedi Murshadi Aala Hazrat Imam Ahmad Raza (May Allah be Pleased with him) Shaikh e Tariqat Ameer e Ahlesunnat Maulana Muhammad Ilyas Attari Qadri (Damat Barkatahumul Aaliya) Ke Naaam…

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In the past couple of years we’ve seen a lot of talk about Fake News. With the US President Donald Trump as the centre point of much of the debate around it. It seemed like it was something completely new to us. It isn’t. Fake content has been around forever. The internet is filled with ‘fake content’. It’s not just fake news that dominates. It’s everywhere. But why do we believe this? We can check or in some case see these things are wrong, so why don’t we just ignore it? It turns out marketing strategies play a big role in this. Because they play on the human mind. In this presentation Bas van den Beld looks at which marketing strategies combined with which human trades make that we believe fake content. And love it.

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The modern marketer has a lot of challenges. This is why the marketer tries to learn as much as they can. By reading books, learning online, going to training sessions and attending conferences. When they return from the conference is when the hard part starts. How to implement what you've learned? Often you don't remember the right things. Your boss doesn't help you, or your colleagues have no idea what you are talking about. In this presentation, I look at why this happens and how we can make it better.

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How Your Audience Will Believe Anything – The Psychology Behind the Fake News

1. @basvandenbeld Speaking Training Consulting Bas van den Beld www.basvandenbeld.com |www.speakwithpersuasion.com | Marketingcoach Speakingcoach Why we believe Fake News Benchmark 2018

2. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

4. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

5. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

6. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Are we even capable of living in a real world without fake content?

7. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Fake News: New?

8. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

9. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

10. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

11. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Hoax Conspiracy theories Propaganda Whisper campaignsGossip Rumor Lies Subliminal messaging PR Marketing

12. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Is “Fake News” just a term?

13. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

14. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

15. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

16. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

17. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

18. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

19. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

20. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

21. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

22. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | And then came the Internet

23. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

24. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

25. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | The biggest difference from then until now: mass

26. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Fake content: Content that is inaccurate, created to deceive, disrupt or push an agenda

27. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Fake content is about influencing the brain

28. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | What’s the purpose? To deceive To push an agenda To make money

29. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | They can’t help themselves People need to send updates Bloggers and journalists need to produce Influencers need to look good Publishers are screaming for attention

30. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Anything for the clicks

31. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

32. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | All content is biased

33. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | 7 types of fake content

34. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

35. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

36. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

37. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

38. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

39. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

40. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

41. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

42. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Nina Moric, an Italian model who is originally Croatian, voiced her anger about Jackson and Johnson, saying seeing migrant Oblivious to who was in the image, one critic said: ”Nina Moric is right and this is shameful ... I am not racist, but I know the Another added: "Immigration is crushing us”. Source: https://www.independent.co.uk/arts-entertainment/films/news/samuel-l-jackson-magic-johnson-lazy-migrants-italy-tu

43. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content abcnews.go.com/ abcnews.com.co Real Fake

44. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

45. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content

46. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content But the subject was the photographer’s nephew, and it was all staged.

47. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | How does it spread?

48. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | “Fake” accounts

49. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Google’s autocomplete

50. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Repetition and echoing

51. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Getting into their bubble

52. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Facebook & Google targeting

53. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Getting into their bubble

54. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Going local

55. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | People trust local news more than national news Source: Pew Research

56. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | The overlapping tactic

57. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | The biggest loophole is that bloggers and journalists are lazy

58. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Why do we believe fake content?

59. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | With Fake News and Content, it’s not about the facts, it’s about the emotion

60. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | The most powerful predictor of what spreads is anger

61. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | We like to be fooled

62. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Our memory determines what we believe

63. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Details of memories get lost

64. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Our habits get in the way

65. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | If the message confirms our habits…

66. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Changing our believes is almost impossible

67. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Our brain isn't focused on finding the truth, but to solve adaptive problems

68. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | We look for an explanation for something in stead of “it's not true”

69. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | What were were told as kids stays with us

70. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | If you say no…

71. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Letting go of our judgement is painful

72. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | These are all lessons from marketing

73.

74.

75. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Where does it end?

76. AI will boost fake reviews

77. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

78. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Virtual reality will make us question everything we see

79.

80. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | We can’t trust anyone. Not even ourselves

81. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Marketers need to educate

82. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Teach people to check their intuition

83. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |

84. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | And finally: laugh about it

85. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Have Bas speak or train at your event or consult with Bas? Get in touch! Bas van den Beld www.basvandenbeld.com www.speakwithpersuasion.com www.linkedin.com/in/basvandenbeld @basvandenbeld Thank you!

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