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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

Publicada em: Marketing
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How Your Audience Will Believe Anything – The Psychology Behind the Fake News

  1. 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. 2. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  3. 3. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  4. 4. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  5. 5. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Are we even capable of living in a real world without fake content?
  6. 6. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Fake News: New?
  7. 7. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  8. 8. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  9. 9. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  10. 10. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Hoax Conspiracy theories Propaganda Whisper campaignsGossip Rumor Lies Subliminal messaging PR Marketing
  11. 11. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Is “Fake News” just a term?
  12. 12. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  13. 13. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  14. 14. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  15. 15. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  16. 16. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  17. 17. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  18. 18. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  19. 19. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  20. 20. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  21. 21. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | And then came the Internet
  22. 22. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  23. 23. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  24. 24. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | The biggest difference from then until now: mass
  25. 25. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Fake content: Content that is inaccurate, created to deceive, disrupt or push an agenda
  26. 26. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Fake content is about influencing the brain
  27. 27. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | What’s the purpose? To deceive To push an agenda To make money
  28. 28. @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
  29. 29. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Anything for the clicks
  30. 30. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  31. 31. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | All content is biased
  32. 32. @basvandenbeld www.basvandenbeld.com | 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
  35. 35. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  36. 36. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  37. 37. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  38. 38. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  39. 39. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  40. 40. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  41. 41. @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
  42. 42. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content abcnews.go.com/ abcnews.com.co Real Fake
  43. 43. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  44. 44. Parody False Connection Misleading content False context Imposter content Manipulated content Fabricated content
  45. 45. 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.
  46. 46. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | How does it spread?
  47. 47. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | “Fake” accounts
  48. 48. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Google’s autocomplete
  49. 49. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Repetition and echoing
  50. 50. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Getting into their bubble
  51. 51. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Facebook & Google targeting
  52. 52. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Getting into their bubble
  53. 53. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Going local
  54. 54. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | People trust local news more than national news Source: Pew Research
  55. 55. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | The overlapping tactic
  56. 56. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | The biggest loophole is that bloggers and journalists are lazy
  57. 57. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Why do we believe fake content?
  58. 58. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | With Fake News and Content, it’s not about the facts, it’s about the emotion
  59. 59. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | The most powerful predictor of what spreads is anger
  60. 60. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | We like to be fooled
  61. 61. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Our memory determines what we believe
  62. 62. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | Details of memories get lost
  63. 63. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Our habits get in the way
  64. 64. @basvandenbeld www.marketingcirkel.nl | www.speakwithpersuasion.com | If the message confirms our habits…
  65. 65. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Changing our believes is almost impossible
  66. 66. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Our brain isn't focused on finding the truth, but to solve adaptive problems
  67. 67. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | We look for an explanation for something in stead of “it's not true”
  68. 68. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | What were were told as kids stays with us
  69. 69. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | If you say no…
  70. 70. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Letting go of our judgement is painful
  71. 71. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | These are all lessons from marketing
  72. 72. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Where does it end?
  73. 73. AI will boost fake reviews
  74. 74. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  75. 75. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Virtual reality will make us question everything we see
  76. 76. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | We can’t trust anyone. Not even ourselves
  77. 77. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Marketers need to educate
  78. 78. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | Teach people to check their intuition
  79. 79. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com |
  80. 80. @basvandenbeld www.basvandenbeld.com | www.speakwithpersuasion.com | And finally: laugh about it
  81. 81. @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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