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


Augmenting the Human: How artificial intelligence

transforms decision-making

David Benigson, CEO Signal Media


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%


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


Data sets are converging and distinctions are fading


Artificial intelligence extracts concepts and

insights, improving as it is trained by domain

experts


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


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


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



Erik Huddleston CEO

OWN YOUR EARNED MEDIA:

INTELLIGENT COMMUNICATIONS PLATFORM


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.



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


And over

of the accounts generating these posts are bots…

100 million



…Or Sockpuppets…



…engaged in

Astroturfing.



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


Aggressive Media Spend in Paid and the Crisis of Consumer Trust has led to a Significant Blunting of Paid Effectiveness


This is All Driven by a Crisis in Trust Edelman Trust Barometer, 2018


Edelman Trust Barometer, 2018 Yet Trust in Journalism is Rising


Extend the Trust of Earned

Media by Leveraging it Across

Paid, Owned, and Shared


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


This is Important Because of How Earned Media is Used



However, Legacy Metrics Have Cost the Industry Credibility


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


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


THANK YOU



John Croll

Isentia


Happy Partners or a

new Competitor

Breed?

I don’t understand the Question?


• 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


• 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


“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.”



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



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Workshop I - AMEC Global Summit Barcelona · these posts are bots… Wikipedia, 2018 Bot: A script...

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