How to survive inthe middle of liars?

Christophe Ginisty | Truth-teller | @cginisty

IDEA STARTERS AMPLFIERS CURATORS COMMENTATORS VIEWERS

TYPOLOGY OF INFLUENCE(Developped by Edelman with University of Southsampton)

Crazy sharing machines all over the planet

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,…

Amplification isthe key

Connected crowds have become media onwhich people mainly share emotions

News can be fake but emotionsare most of the time real!

(at least spontaneous & sincere)

How to remain credible insuch an environment?

(what does it change for brands?)

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 —

One more thing…

Monitor & Listen!

BELIEFS EMOTIONSINFLUENCERS

COMPETITION PLACES

CONVERSATIONS

…

Thank you.christophe@ginisty.com