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Fake News: why we believe it and why they are a marketing thing

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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.

Publicada em: Marketing
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Fake News: why we believe it and why they are a marketing thing

  1. 1. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Follow me, I tweet, share, and write about this! 
 Have Bas speak or train at your event or company consult? Get in touch! Bas van den Beld
 www.basvandenbeld.com www.marketingcirkel.nl www.speakwithpersuasion.com
 www.linkedin.com/in/basvandenbeld @basvandenbeld Fake News: Why We Believe Them and Why They Are a Marketing Thing Bas van den Beld @basvandenbeld
  2. 2. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  3. 3. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  4. 4. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  5. 5. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Are we even capable of living in a real world without fake content?
  6. 6. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Fake News: New?
  7. 7. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  8. 8. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  9. 9. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  10. 10. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Hoax Conspiracy theories Propaganda Whisper campaignsGossip Rumor Lies Subliminal messaging PR Marketing
  11. 11. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Is “Fake News” just a term?
  12. 12. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  13. 13. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  14. 14. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  15. 15. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  16. 16. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  17. 17. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  18. 18. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  19. 19. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  20. 20. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  21. 21. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounderAnd then came the Internet
  22. 22. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  23. 23. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  24. 24. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder The biggest difference from then until now: mass
  25. 25. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Fake content: Content that is inaccurate, created to deceive, disrupt or push an agenda
  26. 26. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Fake content is about influencing the brain
  27. 27. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder What’s the purpose? To deceive To push an agenda To make money
  28. 28. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder 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
  29. 29. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Anything for the clicks
  30. 30. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  31. 31. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder All content is biased
  32. 32. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | 7 types of fake content
  33. 33. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  34. 34. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content Parody
  35. 35. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content Parody
  36. 36. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content False connection
  37. 37. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content Misleading content
  38. 38. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  39. 39. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder False context
  40. 40. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder False context
  41. 41. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Nina Moric, an Italian model who is originally Croatian, voiced her anger about Jackson and Johnson, saying seeing migrants misusing "our 35 Euros" was "too much”. 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 there are people who really do not have money, while these wear branded clothes and relax”. Another added: "Immigration is crushing us”. Source: https://www.independent.co.uk/arts-entertainment/films/news/samuel-l-jackson-magic-johnson-lazy-migrants-italy- tuscany-forte-dei-marmi-louis-vuitton-a7905026.html False context
  42. 42. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content abcnews.go.com/ abcnews.com.co Imposter content Real Fake
  43. 43. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content Manipulated content
  44. 44. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content Fabricated content
  45. 45. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content Fabricated content But the subject was the photographer’s nephew, and it was all staged.
  46. 46. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder How does it spread?
  47. 47. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder “Fake” accounts
  48. 48. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Repetition and echoing
  49. 49. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Getting into their bubble
  50. 50. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Facebook & Google targeting
  51. 51. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Getting into their bubble
  52. 52. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Going local
  53. 53. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder People trust local news more than national news Source: Pew Research
  54. 54. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder The overlapping tactic
  55. 55. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder The biggest loophole is that bloggers and journalists are lazy
  56. 56. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Why do we believe fake content?
  57. 57. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  58. 58. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder We like to be fooled
  59. 59. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Our memory determines what we believe
  60. 60. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Our habits get in the way
  61. 61. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Changing our believes is almost impossible
  62. 62. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Our brain isn't focused on finding the truth, but to solve adaptive problems
  63. 63. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder We look for an explanation for something in stead of “it's not true”
  64. 64. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder What were were told as kids stays with us
  65. 65. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder If you say no…
  66. 66. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Letting go of our judgement is painful
  67. 67. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder These are all lessons from marketing
  68. 68. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Where does it end?
  69. 69. AI will boost fake reviews
  70. 70. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  71. 71. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Virtual reality will make us question everything we see
  72. 72. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder We can’t trust anyone. Not even ourselves
  73. 73. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Marketers need to educate
  74. 74. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder Teach people to check their intuition
  75. 75. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder
  76. 76. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | #theinbounder And finally: laugh about it
  77. 77. @basvandenbeld www.marketingcirkel.nl | 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.marketingcirkel.nl www.speakwithpersuasion.com
 www.linkedin.com/in/basvandenbeld @basvandenbeld Thank you!

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