Presented at the Content Marketing Association event on 23rd Jan 2019. This presentation covers three content marketing trends in reputation management for 2019. A more detailed article about the talk can be found on the kekstcnc.com website.

1. Content Breakfast 2019
23 January 2019

2. • Responsible for developing Kekst CNC’s global digital
capabilities, alongside the Director of Digital
Engagement.
• In 2014, developed the digital strategy for a central
bank in Europe, which sparked a ‘niche’ working with
highly regulated industries.
• Have previously been recognized by Vuelio has one
of the UK’s top 10 PR bloggers (michaelwhite.blog).
• Member of the PRCA Digital Group, helping drive
best practice in the industry.
• Have worked with a number of well-known
organisations including Adobe, DuPont, Merck,
Reputation Institute, and the Royal Mint.
Michael White
Senior Digital Consultant
Twitter: @michaelwhite1 / @KekstCNC
Email: michael.white@kekstcnc.com

3. About Kekst CNC
Highly
experienced
professionals
250
Offices
globally
12
Part of
Publicis Groupe
Clients across
the world
600
A leading global strategic communications firm
Providing trusted advice that organisations can count on
2

4. About Kekst CNC’s digital offering
A full-service digital offering
Combining data, insight, and creativity
Team of digital,
research and
content specialists
3
Unique combination
of tools to deliver
empirical analysis
and visualise data
Data-driven
approach to content
management and
online activation
Real-time tracking
of conversations,
campaigns, issues,
crisis and reputation
Full creative
services offering

5. News article network with 3088 stories. Colored by clusters. Sized by degree.
Clusters
Social media marketing advice 11%
Social media impact on politics 11%
Self care and social media 10%
AI and automation 8.6%
Content predictions 8.5%
Influencers and trending content 8.0%
Fashion trends 7.1%
Job opportunities 6.9%
Trending social content in Africa 5.1%
Bollywood on social media 4.8%
Events 4.4%
Food trends 4.3%
Social media marketing forecasts 3.5%
Market and industry forecasts 3.0%
#trolleyman 1.9%
A
D
J
G
F
L
B
I
E
C
K
H
M
N
A
D
I
G
F
K
H
E
C
J
O
L
N
B
M
O

6. Dark SocialPremediated fake
news
Beyond the screen
Looking at the world of content in 2019
5
Three key developments impacting businesses.
Businesses must protect their
reputations in the online ‘wild
west’. Know what to look for.
Industry capability to monitor
social media mentions is
diminishing. Be ready to
innovate.
There is nothing new about the
growth of audio content. But
this goes beyond podcasts.

7. Premediated fake news
23 January 2019

8. 2019 started as 2018 ended, with a global deficit of trust in the world’s businesses,
leaders, governments, and media.
7
Reputation Institute say…
In the UK’s top 150 companies,
“reputation has fallen since 2017”.
This happened because there is a
trust “crisis”. “People are more
skeptical towards governments,
politicians, and companies”.
We’re living in a ”period of change”
due to “Brexit, Trump, Fake News”.
Plus “data security” has seen
notable issues.
Ipsos Mori research says…

9. Misleading Content Imposter Content Fabricated Content
False Connection
Satire or Parody
7 Types of Mis and Dis-information
1 2 3 4
5
False Content Manipulated Content
6 7
No intention to
cause harm,
but has
intention to fool
Misleading use
of information
to frame an
issue or
individual
When genuine
sources are
impersonated
Content is
100% false,
designed to
deceive and do
harm
When
headlines,
captions, or
images, don’t
support content
When genuine
content is
shared with
false contextual
information
When genuine
information or
imagery is
manipulated to
deceive

10. 9

11. 10

12. The unspoken world of dark arts
11
Which’s investigation into fake reviews found…
• A network of Facebook groups setup to reimburse Amazon
customers in exchange for positive reviews.
• Sellers offering refunds for high ratings.
• Sellers refusing to reimburse costs when ‘honest’ reviews
were posted.

13. 48 countries were found to have
evidence of organised social media
manipulation campaigns. At least
one political part of government
agency used content to manipulate
public opinion domestically.
The Oxford Internet Institute has described the manipulation of public opinion over
social media platforms as a ‘critical threat to public life’.
Government agencies and political parties have been found to exploit social media
platforms to spread mis- and disinformation, exercise censorship and control, and
undermine trust in the media, public institutions and science.
1
Fifth of these countries found
disinformation campaigns operating
over chat applications such as
WhatsApp, Telegram, and WeChat.
2
Automation is still a staple for
social manipulation, but paid
advertisements and search
engine optimisation are also
important contributors.
3

14. Dark social
23 January 2019

15. Definition of Dark Social,
14
“… a term coined by Alexis C. Madrigal, a senior editor at The Atlantic, to
refer to the social sharing of content that occurs outside of what can be
measured by Web analytics programs. This mostly occurs when a link is sent
via online chat or email, rather than shared over a social media platform, from
which referrals can be measured.
The prevalence of sharing through dark social suggests that social media
marketing that fails to focus on the type and quality of content may be
overlooking a huge portion of social sharing.”

16. 15

17. Cambridge Analytica’s impact
16
Channel 4
Investigation
public
March 2018
Facebook
announces API
changes
April 2018
Developers see
their Instagram
apps break
overnight
April 2018
Instagram rolls out
changes to how
everyone accesses
data
December 2018
Facebook updates
how we access
data, it’s channel
only
January 2019
(more updates to come…)

18. In April 2018 Chief Technology Officer for Facebook, Mike
Schroepfer, described the changes we’re now experiencing as,
17
“… Overall, we believe these changes will better protect people’s information
while still enabling developers to create useful experiences.”

19. Beyond the screen
23 January 2019

20. Growth of podcasting
73 million people
listen monthly
85% stay tuned
for ‘all’ or ‘most’
of an episode
100 different
languages on
Apple Podcasts
Content that
captures people
whilst on the
move

21. Growth of voice assistants
20
Research by YouGov recently found that one in ten
Brits owns a smart speaker, which works out to
about 6.6 million people.
Smart speaker ownership among Britons has
doubled since last autumn.
Google Assistant will reach 1 billion devices by the
end of January.
More than 100 million Alexa-enabled devices have
been sold globally so far.

22. WIKIPEDIA ENGAGEMENT
34 million registered
‘Wikipedians’ on the English
version of the site, which also
receives around 1.7 billion
visits a month and with some
302 language variants.
SEO BEST PRACTICE
If a visitor to your website was
partially sighted and relied on
automated assistance to
navigate your website, would
each part of the website,
including descriptions of
images, make sense?
ONGOING PR SUPPORT
Of course, I would say this!
But you need reputation
management experts who
can help promote and
manage relationships with
your audiences, all the time.
How do we ensure voice assistants understand us?
0301
21
02
Three small tips

23. Thanks for listening
michael.white@kekstcnc.com
Twitter: @michaelwhite1 / @KekstCNC
www.kekstcnc.com