Narrative Warfare, Marketing and A plan to go forward
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Narrative warfare is marketing gone rogue, using similar techniques to spread toxic narratives. Both marketing and narrative warfare identify vulnerable groups, align messages to their values and anxieties, and amplify content through automated bots and paid influencers on social networks. The goal is to make enough noise to spread the narrative widely. Defending against toxic narratives requires pressuring platforms to block such campaigns, inoculating people with alternative narratives, and engaging in counter-campaigns using similar tactics.
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Narrative Warfare, Marketing and A plan to go forward
- 1. Deb Lavoy Narrative Builders deb@narrativebuilders.com Narrative warfare is marketing gone rogue.
- 3. A Narrative is a mental model.
- 4. A Narrative is a set of beliefs that influence how we interpret the meaning of things.
- 6. Narratives help us make sense of complicated things.
- 8. 1. Narratives 2. Narrative strength 3. Narrative warfare 4. MarTech warfare
- 10. BRANDS KNOW THE POWER
- 13. CAMPAIGNS DO THIS (?)
- 19. NARRATIVE
- 20. STORY
- 21. A POWERFUL NARRATIVE WILL TELL A THOUSAND STORIES.
- 23. • Health matters. • Diet impacts health. • Fruit and veg make up a healthy diets
- 24. Anyone who is capable and works hard should get good grades. Different people learn in different ways. 1 2
- 25. 2. Narrative strength What makes some narratives more influential than others?
- 31. Black hats pushing Toxic narratives. White hats pushing back.
- 32. Marketing tech is a devastating weapon of Narrative Warfare
- 33. Toxic narratives thrive where: - F.U.D. - Conflict - Low information - Peer reinforcement (echo chambers) - Massive saturation
- 36. How marketers do it
- 37. TWITTER API (bots) FACEBOOK TARGETING YOUTUBE CHAINING REDDIT FRINGE GOOGLE RANKING
- 39. How the bad guys do it
- 40. Well, they also did some other stuff like LIE. IMPERSONATE. STEAL.c
- 42. Marketing target align message strengthen amplify chain ladder likely buyers Value, aspiration, anxiety Ad campaigns: Measure, adjust, measure, adjust Engagement, Networks, repetition, influencers, “paid, owned, earned” Build stronger relationship, next interaction, “calls to action” Make enough noise to get picked up
- 43. Narrative Warfare Links to more [unhinged] material target align message strengthen amplify chain ladder Vulnerable Distracting/divisive/dishonest Ad campaigns: Measure, adjust, measure, adjust Bots, trolls, sympathizers, ads Make enough noise to get picked up
- 44. RT-originals GOP Leaders FOX News 4Chann Forums Social networks RT finding talking points NYT CNN Get pickup Saturate Social networks Mainstream media WSJ Go mainstream
- 46. Bloomberg is 1. Paying people $2500/Mo to reach out to their networks and post his messages. 2. Flooding the airwaves with TV ads 3. Outspending trump on Facebook. Discuss.
- 47. WHY DOES IT WORK? 1. Platforms, data and automation 2. Societal strife and complexity 3. Validation and participation from unethical media and political figures.
- 48. In an ever-changing, incomprehensible world the masses had reached the point where they would, at the same time, believe everything and nothing ” ” - Hannah Arendt, Origins of Totalitarianism
- 49. PLATFORMS
- 51. 1. Identify and block toxic campaigns 2. Inoculate population 3. Create alternate, legitimate narratives. WHAT CAN WE DO?
- 52. 1. Pressure the platforms 2. Engage people • We can target too • We can make bots too • We can run campaigns too TACTICS
- 53. Narrative Warfare Marketing Links to more [unhinged] material target align message strengthen amplify chain ladder vulnerable likely buyers Distracting/divisi ve/dishonest Value, aspiration, anxiety ADS: Measure, adjust, measure, adjust Bots, trolls, sympathizers Networks, repetition, influencers, “paid, owned, earned” Links to stronger relationship, next interaction Make enough noise to get picked up Make enough noise to get picked up
- 54. NARRATIVE WARFARE - A sustained effort - To convince populations - To adopt a toxic narrative - Or defense against this
Notas do Editor
- https://www.prageru.com/
- There’s emotional resonance, intellectual resonance. Positive and negative.
- And this
- There’s emotional resonance, intellectual resonance. Positive and negative.
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- The characters, the place, the time, the “boldly go where no man has gone before” thing, the tricorder and the communicator, the transporter, the computer you can speak to, but which oddly, didn’t talk back (I like this model, by the way) the elements of the gestalt, the physical laws of their environment.
- Those people and context, in action – responding to a situation - that’s a story.
- Those people and context, in action – responding to a situation - that’s a story.
- https://www.poynter.org/fact-checking/2020/hoaxes-about-the-coronavirus-are-now-trying-to-prove-human-extermination/
- Psychometrics, Demographics, FB – interests, friends, OCEAN mapping.
- Psychometrics, Demographics, FB – interests, friends, OCEAN mapping.
- https://www.nytimes.com/2019/09/26/technology/government-disinformation-cyber-troops.html https://knightfoundation.org/reports/disinformation-fake-news-and-influence-campaigns-on-twitter/ https://graphika.com/case-studies