Social Media and Fake News, Brand Building and Start-ups

SOCIAL MEDIA
1. The rise of fake news
2. How to build a brand in a post-truth era
3. Powering your start-up
G i r i s h B a l a c h a n d r a n
@ G i r i s h a m 1
g i r i s h @ o n p u r p o s e c o n s u l t i n g . c o m SOAS
March 7, 2017

“IT MUST BE TRUE
I’VE SEEN THAT CLAIM SEVERAL TIMES TODAY”
S o c i a l M e d i a & T h e R i s e o f F a k e N e w s
G i r i s h B a l a c h a n d r a n
@ G i r i s h a m 1
SOAS
March 7, 2017

Example 1 Authentic material used in the wrong context

Example 2 Fact-free information

This one may actually be true!

Example 4 Myths presented as facts
http://www.snopes.com/cokelore/tooth.asp

Example 5
MISLEADING
INFORMATION

Why should we care?
Breakdown of trust. Propaganda
and emotions are shaping
opinions, not fact
Business will become
less bold, less brave
Brands will need to take a stand,
now more than ever

What’s made this post-truth era a reality?
HYPER-CONNECTIVITY DELUGE OF CONTENT PEOPLE PREFER STORIES
OVER FACTS

What can we do?
BE
POSITIVELY
SKEPTICAL
Always read the label – which means check the source, question headlines that make declarative statements,
look for the story to be validated or confirmed elsewhere – David Gallagher, President Omnicom Group
People on Facebook should use the 'Report' functionality to report content that violates our community
standards – Facebook

HOW TO
IN AN ERA OF
ALTERNATIVE
FACTS?
BUILD A

From a rational proposition to an emotional one
#LikeAGirl

Getting
#LikeAGirl
Out In The World

THE CULTURAL IMPACT
WHY IT MATTERED

How we measured success
Drive relevance with an
emotional connection to Always
Drive popularity through
top of mind awareness
Increase
penetration
Create cultural
change
01
02
03
04

THE
RESULTS
01
02
03
04
05
90m+ views; number two viral video
globally1
1100+ earned-media placements and
4.4bn+ media impressions in the first
three months
Always Twitter followers tripled in the first
three months; Always YouTube Channel
subscribers grew 4339%
177,000 #LikeAGirl tweets in the first three
months, including many celebrities
Higher-than-average lift in brand preference; claimed purchase
intent grew more than 50% among our target
IN A STUDY CONDUCTED
IN DECEMBER 2014,
almost 70% of women and 60% of
men claimed that "The video
changed my perception of the
phrase 'like a girl'".

Take
Case study 2:
Vote Leave:
Control

#BlackFriday
Campaign
Case study 3:
Sears

#TwitStorm –
O2
Case study 4:
Calming a
http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-
media-masterclass

#TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
BEING DIRECT
Customer (@gay_platform): "@O2 We're still waiting
for that apology.. or maybe they texted me and I can't
see the message because my phone DIDN'T WORK"
O2 response: "@gay_platform Firstly, here are
our deepest apologies. Network should be back
up and running for you. How's your service?"

#TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
PERSONALISATION
Customer (@24vend_Ltd): "@O2 had to travel to
Italy to get signal -- desperate times!!!"
O2 response: "You can come back now. We're
back in business :)"

#TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
FIREFIGHTING
Customer (@MrJeb): "Oi! O2! Because of you I
missed a call from my dear old mum. For that I think I
owe you a pint. Ta! :)"
O2 response: "Um... you're welcome, we think.
But if your mum asks, we'll totally deny this tweet"

#TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
RISING ABOVE IT
Customer (@grahamcummings7): "@O2 F**K You!
Suck d**k in hell"
O2 response: " Maybe later, got tweets to send"

#TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a
BEING GRACIOUS
Customer (@Beckyyyy123): "Whoever is tweeting for
@O2 deserves some sort of giant cake"
O2 response: "If it's a giant, Jaffa Cake, I'm in"
Customer (@Beckyyyy123): "@O2 your wish is
my command"
O2 response: "Awesomes! Sorry about the kamikaze
comma in the last tweet. Finger s are numb."

#TwitStorm –
O2
#SocialMedia
Win
Case study 4:
Calming a

Lessons Learnt
Crisis planning begins with
proactively building a reputation
Just because you’re ignoring social media
doesn’t mean social media is ignoring you
In a crisis? Be human in your response
01
02
03

Social Media &
Community Building

Step : 1
CREATE YOUR SOCIAL MEDIA STRATEGY BEFORE CREATING SOCIAL MEDIA PROFILES

Step : 2
Choose the right social networks for your business

Step : 3
Save money on customer service by using social media

Step : 4
Expand by recruiting new team members on social

Step : 5
Build an online community of brand ambassadors

Step : 6
Evaluate your social media strategy regularly

Step : 7
Don’t be afraid
to experiment

Marketing to tribes
AND THE POWER OF MOVEMENTS

The Power Shift:
FROM SELLERS TO BUYERS
THE WEB
SEARCH
CUSTOMER REVIEWS &
USER GENERATED CONTENT

Scarcity & Abundance:
The Trade-Off

CEO
Entrepreneur
CEO of a Fortune 500 Company
Crisis Consultant
Not Sure Yet
HR Manager
Start-up
CSR
SustainableGrowth
Transaction Advisory Services
Strategy Consultant
HR Director in a high-end fashion company
WHY YOU
SHOULD
CARE?

Top tips
for a career in marketing
Read 1 international
newspaper/site every day
Have a point of view on the
future of something
Travel and try and live at least a year of your life away from your
home country before attempting to move for a job

RESOURCE
Fake News: It’s Complicated
Seven Essential Social Media
Strategies for Startups
Vote Leave

Social Media and Fake News, Brand Building and Start-ups

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