For 10 years. Fake pharmaceutical, fake CEO, real top-notch business school.
It’s the real story of the fake story of Berden and its CEO. Both are the result of a top notch curriculum at HEC in France. [HBR story here]. The course is to control Enterprise reputation and the challenge was to create a Co., Berden, and its CEO, Eric Dumontpierre. And the success was incredible. For 10 years, the CEO was beloved, the company was super visible, to the point a real competitor sent a cease and decease for a… fake product of fake Berden.
The trick: Do not talk to medias
“The students had only one constraint to respect: not to communicate directly with the media. They had to build their reputation organically, by building an online ecosystem of websites and social network accounts where they would publish press releases and other information about the company, its history and activities.”
The method: Spread false…
Recent studies show that false information is easier to peddle than true information
Research on the dissemination of “fake news” shows that students have used communication techniques identified decades ago by researchers as drivers of this phenomenon. Readers are more likely to circulate strong stories that evoke emotions such as fear (river pollution), disgust (child labour) and surprise or joy (32-hour work week) than smooth stories.
… repeat, until it sounds true.
Researchers have shown that repetition increases perceived veracity. In other words, familiarity induces credibility.
The fix: Trust profiled medias.
As previously written here, the solution to avoid this chaos is for medias to have clear values delivered and defended by professional journalists. THE weak point, the trick used here is the absence of contact with medias.
Absence of media opens the door to total chaos in education, opinions and decision-making. TrustedOut Corpus Intelligence is here to profile a totally unbiased, AI-Operated, Media database so Intelligence tools are fed with the content business analysts trust.
Do they compare? Are they opposed? Is one already over?
Yes, Social Media have changed and are changing Business Intelligence. But, while Social Media are definitely newer than traditional media, does it mean, one should be considered and not the other?
How do Social Media and Traditional Media compare?
According to Wikipedia: “Social media outlets operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media which operates under a monologic transmission model (one source to many receivers)”
Monitoring and Listening apply to both Social and Traditional Media.
“Social monitoring is identifying and responding to individual brand mentions on social media. Social listening, on the other hand, is collecting data from those social mentions and broader customer conversations, and pulling insights from them so you can make better decisions for your customers… Social monitoring is reactive. … where social listening, which is proactive,… allows brands to take those short-term interactions and build them to glean insights for a long-term strategy. … Through social listening, you can also unearth trends among your industry, competitors, and consumer experiences. You can then make necessary changes to stay ahead of the curve and keep customers happy.”- Sprinklr
We agree. For both. Monitoring and Listening apply to Social and Traditional Media. Monitoring is the PR/Alert and Listening is the Intelligence/Analytics part. Matter of fact, the Sprinklr post goes on with metaphors:
“There are many metaphors you can use to make this distinction clearer. Social monitoring is the trees; social listening is the forest. Social monitoring is the pixels; social listening is the picture. Social monitoring is the bandaid; social listening helps you find the cure.”
We agree again. All apply to both Social and Traditional Media.
Social and Traditional Analytics are both mandatory.
From the Public Relations Society of America (PRSA): “Therefore, thinking about both (social and traditional) as steps within finding, converting and keeping customers seems like a mentality shift we all need to make. This has already proven true… the smartest tactics from advertising, public relations, marketing and editorial together, regardless of the type of media. In essence, [clients] are merging social and traditional rather than thinking of them separately.” – The Digital Research and Analytics group, a subset of Ketchum
The mandatory need to profile what you are listening to.
The very same way you want to understand who is talking in Social Media Listening, you must profile the Traditional Media you are analyzing to understand who is talking in Traditional Media Listening.
Intelligence In makes Intelligence Out.
Not knowing the profile of the media you are using for your analytics means not knowing what comes out of your analytics tools.
In other words, not profiling what you feed your tools with, means you are totally wasting your time and money.
All intelligence processes are made or broken by the quality of what they are fed with.
Would you trust, and make decisions based on a survey where you don’t trust the sample used for that survey? (Here’s the wikipedia page on Survey methodology explaining sampling) and thus…
Corpus Intelligence makes Intelligence trustworthy.
The number of respondents who consume traditional news weekly or more, and share or post news content several times a month or more, has increased by 14 percentage points from 26% to 40%.
Those who consume traditional news weekly or more has risen by 8 percentage points from 24% to 32%.
Inversely, the number of people who say they consume traditional news less than weekly has dropped by over 20 percentage points from 49% to 28%.
Trust in traditional media also continues to increase. According to the survey, trust in traditional media in the U.S. and Europe is higher than trust in search and social platforms. An earlier study from Gallup shows a similar rebound in media trust overall in the U.S.
In this week’s Axios Media Trends, we can read “Major tech companies and moguls are pouring lots of money into initiatives to support quality journalism, after months of bad headlines about fake news and the longer-term struggles of business models for journalism, especially at the local level.”
Doing it again.
Microsoft President is making a very interesting point:
“I think we should all care about high quality journalism. … I keep hoping that we’re gonna see the journalism profession come out the other end. Remember, a decade ago, people were saying, ‘Gee, there’s no future in high quality audio visual entertainment.’ It [was] being decimated by cable and then a new business model emerged.”
— Brad Smith
Facebook, Google: $300M each.
Large tech are showing signs of love to journalism. After the 200,000 free Google Suite account, Facebook and Google, each are granting $300M to news programs. WordPress is also investing “six figures” in The News Project, a full-service publishing platform specifically built for digital news publishers.
WordPress just announced Newspack in partnership with… Google.
“While local media might not get as much coverage as the national press, it serves an equally important role in society. That’s why the decline of local newsrooms in the U.S. has been a troublesome trend in recent years. The Google News Initiative is now partnering with WordPress to invest $1.2 million in creating a “fast, secure, low-cost publishing system tailor-made to the needs of small newsrooms” called Newspack (backed by Google, the Lenfest Institute, the Knight Foundation, and others.)
Journalism, the cure to media distrust.
As we wrote previously, quality journalism respecting privacy and transparency, delivering the brand values of the media they work for is the solution to the current distrust, driving to misinformation and, ultimately, to violence.
To pursue on our Behind Business Cases with this 3rd example, we didn’t have the same questions with the field “Country” we had with “Out of Digital”. Country filters are obvious, in particular for marketers, but what didn’t expect was how on eye-opener it would be.
Import an existing Corpus into TrustedOut
Compare countries within the same Corpus
To discover the countries have very different profiles in particular, their taxonomies.
Comparing Apples to Apples
To avoid comparing Culture, Politics and Entertainment with Business, Society and Tech, TrustedOut can align those two countries and have you compare… apples to apples.
Our content team worked very hard to define, what we hope is “the most comprehensive and media profiles database, and select all the necessary fields and always up-to-date taxonomy. Of course, this is an on-going process but so far….
We are today at 66 fields and 450 categories.
Along the way, we challenged ourselves on how insightful a field would be to decide to add it.
“Out of digital” is a field collecting all supports beyond online for a media, such as paper, radio, TV….
Now, the question is: Does it matter? or for TrustedOut goal…
Do Pure Players have an impact on your analytics?
We ran our Corpus Analytics on the Corpus used for the BPI Events:
And did an A/B testing, all media and Pure Players only with 2 versions of a Corpus using the very same analytics tools, here Netvibes, and arrive to the conclusion:
Yes, Pure Players influence your analytics.
So, we kept “Out of digital” for our Corpus Intelligence and now our AI keeps on updating it at all time.
“Avoid Media to get informed” – Yellow Vest leader
The movement in the center of the news does not recognize itself when they watch the news. This creates a profound distrust driving to confrontation, and violence. “Between live shows showing the “truth” shared thousands of times, comments by hundreds insulting journalists, and even an event proposing to “besiege the media” – gatherings in front of television channels”
In our blog post referenced above, we covered ways to improve the trust in media:
1/ Journalists to defend themselves…
2/ and improve with more accuracy, more transparency and less bias…
3/ with recognized sources and countered partisan perceptions…
4/ led with their media brand values.
2. Trust what leaders trust.
“In seeking information online, Yellow Vests are also influenced by “messengers”, who themselves do not like the media… it is difficult to “prioritize what is most important, in terms of credibility, in the public’s choices”…
“one of the most important criteria is the advice of peers, that is, people in whom I trust or resemble me”.”
From the article: One leader says he likes reading Russia Today, another likes someone “close to Dieudonné (convicted in court eight times on antisemitism) or Alain Soral (Critic of Capitalism, communitarianism, feminism, Zionism)”. In a stream of information without hierarchy, where a comment on Facebook, a live video or a media article have the same value, all truths would be good to take. Sometimes opening the door to conspiracy theories, as we have seen over the past few weeks.”
We are our education.
Don’t get us wrong here, we are not trying to denigrate this or any other movements. All this is fine as long as you are aware of who wrote what you read, which will drive your opinions, your decision-making and thus, who you are. In other words, gauge where information is coming from before doing anything with it. Think before you act. Gauge before you like, retweet, comment…
This is true at the individual level, reader, protester, thought leader, but even more true for businesses. How can you make strategic decisions — analytics/intelligence, ad placements or PR efforts — on content not corresponding to your trust criteria??
We covered some of this in this blog post about Trust over education stages, colleges and high school.
We are at a critical inflection point in the way we get and act upon our news. Trend, so far, has been to distrust media which moved readers to social networks. Numbers show there is even less trust in social media and echo chambers with closed groups can be a threat to democracy (France: 35% general news vs 19% social networks, USA: 34% general news vs 13% social networks). So, what do we do?
Yes, this is why we are doing TrustedOut. We will in production in early 2019 but are already accepting beta testers (interested? let us know asap).
While identifying who’s talking is mandatory to anything you do with any content, TrustedOut focused, for now, on Business to Business with…
IMMEDIATE BENEFITS FOR:
‣ Business Intelligence: Trust the Decisions you make with content you trust.
‣ Brand Safety: Define the perimeter of media you trust to promote your brand.
‣ PR Coverage: Set and compare different media groups by trust levels.
“Everything that once seemed definitively and unquestionably real now seems slightly fake; everything that once seemed slightly fake now has the power and presence of the real,” Max Read writes for New York Magazine.”
And yes, we also agree with “Why it matters.”
“Legit media companies and businesses need to be making decisions for their human customers. That gets harder for everyone when bots and fake metrics swamp the internet.”
Top predictions, results of a lesson learned the hard way: 2019 will be the year of Privacy and transparency.
Hereafter are our favorite parts from the article:
In 2019, Marketers Will Strike the Right Balance of Personalization and Privacy. Lynne Capozzi, CMO, Acquia
“… 2019 will be the year that marketers not only prioritize data privacy, but they start to get the balance right — offering the appropriate amount of personalization and privacy to build customer relationships based on trust. Consumers will continue to challenge brands to do so — otherwise they’ll move on. …”
Transparency Will Make Much Bigger Cracks Within the Digital Ecosystem as CMOs Prioritize Tech Partners. Mike Pallad, President, Undertone (cross-platform synchronized digital marketing for the world’s most prominent brands)
“…In the coming year, the demand for transparency will finally force marketers to choose only the tech partners that most empower them to understand the reach, frequency, and impact of their campaigns (across all of their digital partners), allowing them to spend in the most intelligent ways….”
CMOs Will Stop “Going with Their Gut” And Truly Harness Data to Make Informed Decisions. Matt Sweeney, President of Xaxis North America
“86% of US brand marketers plan to invest in outcome-driven media over the next 2 years. In 2019, CMOs will make strides toward outcome-driven media, allowing them to tie their media metrics more directly to their business goals. … By truly harnessing their data, CMOs will no longer need to go with their gut instincts when making media investment decisions. They will be more agile with their budgets and media strategies, using data to deliver better returns and deliver the best consumer experiences.”
Better media, greater profiling.
Our takeaway here is two folds:
An opportunity for an improved trust in better media.
In our previous post, Optimism and method for greater trust in media., we wrote “to improve media should have Journalists to defend themselves and improve with more accuracy, more transparency and less bias with recognized sources and countered partisan perceptions led with their media brand values.”
This prediction confirms our reading of Gallup and Axios.
A strong need for media profiling.
As media strengthen their brand values and, at the same time, Marketers will get less intrusive customer data, they will rely, even more, on analyzing the media pulse within their well defined audiences. This is the market purpose of TrustedOut.
As this profiling must not be biased and permanently updated, only an AI-operated profiling can deliver this. This is the tech foundation of TrustedOut.
Of course, do not hesitate to reach out if you have any questions.