Workshop I - AMEC Global Summit Barcelona · these posts are bots… Wikipedia, 2018 Bot: A script...
Transcript of Workshop I - AMEC Global Summit Barcelona · these posts are bots… Wikipedia, 2018 Bot: A script...
Workshop I
Workshop Day Sponsor
Happy partners or a new
competitive breed?
#amecsummit Amecorg amecglobalsummit.org
David Benigson, Founder and CEO, Signal Media
Erik Huddleston, CEO, Trendkite
John Croll, CEO, Isentia
Moderator: Chris Shaw, Chairman & CEO, Commetric
#amecsummit Amecorg amecglobalsummit.org
Augmenting the Human: How artificial intelligence
transforms decision-making
David Benigson, CEO Signal Media
#amecsummit Amecorg amecglobalsummit.org
Information Expansion
Information is exploding in scale and complexity,
while firms are being overwhelmed
163 zettabytes
Annual online data
creation rate by
2025
Siloed Knowledge
Of business expertise stored in employees’
minds
80%
#amecsummit Amecorg amecglobalsummit.org
Artificial Intelligence is coming in a real way
In the next decade, we’ll see a huge
transformation
14x
Increase in the number
of active AI startups
since 2000
Business Leaders will have in-
depth access to high-quality
information
75% Of executives say AI will be
“actively implemented” in their
firms within 3 years
#amecsummit Amecorg amecglobalsummit.org
Data sets are converging and distinctions are fading
#amecsummit Amecorg amecglobalsummit.org
Artificial intelligence extracts concepts and
insights, improving as it is trained by domain
experts
#amecsummit Amecorg amecglobalsummit.org
The use of these insights will be applied more broadly
into the decision-making mix, well beyond PR and
into Risk and Opportunity
Lower level tasks will become 100%
automated
Human-assisted insight will be augmented and
pushed up the value chain
#amecsummit Amecorg amecglobalsummit.org
Draw Insight
Aggregate
Monitor
Act
Discover
limited datasets,
volume pricing
TODAY
Professionals can focus decision-
support: providing commentary,
insight and recommendations
Global data, across
all media types
Slow, hand curated
press clippings
Automated real-
time, quality
monitoring
expensive, hardcopy
analysis reports
Instant customised
data visualisation
THEN NOW
#amecsummit Amecorg amecglobalsummit.org
The near future is a place where...
Consultants and agencies get pushed up the value chain into
decision-support and prediction
Senior business leaders get meaningful insights, in real-time
Data is used to manage reputation mitigate risk, and take
advantage of opportunity at a global level
#amecsummit Amecorg amecglobalsummit.org
#amecsummit Amecorg amecglobalsummit.org
Erik Huddleston CEO
OWN YOUR EARNED MEDIA:
INTELLIGENT COMMUNICATIONS PLATFORM
#amecsummit Amecorg amecglobalsummit.org
Who we are • Founded 2013
• 200+ employees
• Headquartered in Austin with offices in the Bay Area and London
• 47MM in funding from Battery Ventures, Adams Street Partners, Noro-Moseley, Mercury Fund, Silverton Partners, and Harmony
• 1400 customers including Google, Hersheys, Nike, and AB InBev (Anheuser-Busch)
TrendKite has pioneered the discipline of Digital PR. TrendKite is an Intelligent Communications Platform that integrates brands’ PR efforts into the rest of their digital marketing.
Our underlying AI technology maps the Trust Graph from a company’s target audience to the publications and content creators that can influence them and then helps the company identify and inject the authentic message that lies at the intersection of the audience and the influencer in order to drive business outcomes.
#amecsummit Amecorg amecglobalsummit.org
#amecsummit Amecorg amecglobalsummit.org
Consumers are Overwhelmed with Content, Making Consumers More
Discriminate and Lowering the Effectiveness of Owned Media
500 hours of video will be uploaded to
YouTube
3.3 million Facebook posts will be made
67,000 photos and videos will be
shared on Instagram
448,000 tweets will take flight
60 Seconds
#amecsummit Amecorg amecglobalsummit.org
And over
of the accounts generating these posts are bots…
100 million
#amecsummit Amecorg amecglobalsummit.org
of the accounts generating these posts are bots…
…Or Sockpuppets…
#amecsummit Amecorg amecglobalsummit.org
of the accounts generating these posts are bots…
…engaged in
Astroturfing.
#amecsummit Amecorg amecglobalsummit.org
of the accounts generating these posts are bots…
Wikipedia, 2018
Bot: A script employed on social media networks to automatically generate messages or in general advocate certain ideas…either by acting as a “follower” or even as a fake account that gathers followers itself. Sockpuppet: A sockpuppet is an online identity used for purposes of deception. The term includes misleading uses of online identity to praise, defend, or support a person or organization or to manipulate public opinion. Astroturfing: Astroturfing is the practice of masking the sponsors of a message or organization to make it appear as though it originates from and is supported by grassroots participants.
Social scandal and bad brand behavior has led to a return of the “I read it
on the internet” stigma and reduced “Shared Media” effectiveness
#amecsummit Amecorg amecglobalsummit.org
Aggressive Media Spend in Paid and the Crisis of Consumer Trust has led to a Significant Blunting of Paid Effectiveness
#amecsummit Amecorg amecglobalsummit.org
This is All Driven by a Crisis in Trust Edelman Trust Barometer, 2018
#amecsummit Amecorg amecglobalsummit.org
Edelman Trust Barometer, 2018 Yet Trust in Journalism is Rising
#amecsummit Amecorg amecglobalsummit.org
Extend the Trust of Earned
Media by Leveraging it Across
Paid, Owned, and Shared
#amecsummit Amecorg amecglobalsummit.org
PAID MEDIA
EARNED MEDIA
SHARED MEDIA
OWNED MEDIA
Publicity
Influencer
Engagement Social
Amplification
Social
Media
Authority
Paid Media
Sponsored
Content
Content
Because of the Authority that Earned Media’s Trust Brings to the Conversation
#amecsummit Amecorg amecglobalsummit.org
This is Important Because of How Earned Media is Used
#amecsummit Amecorg amecglobalsummit.org
#amecsummit Amecorg amecglobalsummit.org
However, Legacy Metrics Have Cost the Industry Credibility
#amecsummit Amecorg amecglobalsummit.org
And Journalism is in Crisis,
Shrinking the Pool of Traditional
Influencers and Reducing the
“Shelf Life” of PR Practitioners’
Relationships Making it Difficult
to Scale Earned Media
The average tenure for a journalist in New York City has now fallen under 1 Year —indeed.com
PR Practitioners outnumber journalists 5 to 1. — US Bureau of Labor Statistics
#amecsummit Amecorg amecglobalsummit.org
The Discontinuitous Jump in Earned Media Importance and the Equally
Large Increase in the Complexity of PR Has Created the Rise of a New
Discipline and the Transformation of the PR Industry to Digital PR
#amecsummit Amecorg amecglobalsummit.org
THANK YOU
#amecsummit Amecorg amecglobalsummit.org
#amecsummit Amecorg amecglobalsummit.org
John Croll
Isentia
#amecsummit Amecorg amecglobalsummit.org
Happy Partners or a
new Competitor
Breed?
I don’t understand the Question?
#amecsummit Amecorg amecglobalsummit.org
• Hallmarks of Disruptive Innovators
• Enter the Industry as “Outsiders” – bring new ideas
• Less expensive than existing products – drives efficiencies
• Target under-serviced or new markets – expands the TAM
• Initially inferior to existing products – MVP and then keep
adapting
• Advanced by an enabling technology – not bogged down by
legacy
New Competition - A Positive for the
Industry
#amecsummit Amecorg amecglobalsummit.org
• Thousands of clients to service while changing the
business
• Who has the best people wins!
• Have to continue to build the culture to succeed
Flying while Changing the Engines
#amecsummit Amecorg amecglobalsummit.org
“Business success contains the seeds of its own destruction. The
more successful you are, the more people want a chunk of your
business and then another chunk and then another until there is
nothing.”
Flying while Changing the Engines
#amecsummit Amecorg amecglobalsummit.org
How does Google see itself: "There is the external and the
internal view. For the outside, we are Goliath and the rest are
Davids. From the inside, we are the Davids".
We have to think and act like David
We have to think and act like disruptive innovators
We compete
Flying while Changing the Engines
#amecsummit Amecorg amecglobalsummit.org