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Nandini Jammi - Sleeping Giants and the era of brand safety (Turing Fest 2019)

Nandini Jammi - Sleeping Giants and the era of brand safety (Turing Fest 2019)

Tech has made it really easy for anyone to go online and start a new business. Anyone. Even conspiracy theorists, white nationalists and garden variety hate groups. Now, many tech companies are faced with big decisions: Who gets to use your platform and where do we draw the line?

In this talk, tech marketer and Sleeping Giants organizer Nandini Jammi will explore how consumer attitudes towards tech companies are evolving and what steps you need to take to protect your brand from social media scandals.

You’ll learn:

- Tactics and strategies Sleeping Giants uses to hold tech companies accountable
- How to weather the social media crisis
- How to develop proactive company-wide policies and terms that promote brand safety
- How to communicate your decisions with employees and customers

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Turing Fest
PRO

August 29, 2019
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Transcript

  1. Sleeping Giants & The Era of Brand Safety NANDINI JAMMI

    Founding Organizer
  2. Nov. 2016 @nandoodles @slpng_giants

  3. Thanks for the heads up. Obviously our core values differ

    from these topics and we are handling it. Hello! We removed related websites from our list. Thank you for the warning ✌ Thank you for bringing this to our attention. We were unaware of this, and are as upset as you are. @nandoodles @slpng_giants
  4. @nandoodles @slpng_giants

  5. July 22, 2018 @nandoodles @slpng_giants

  6. Breitbart: The crew Milo Yiannopoulos “Pedophile apologist” Robert Mercer “Voldemort”

    Steve Bannon “Crusty racist meth head”
  7. Very normal guy ”Lenin wanted to destroy the state and

    that’s my goal too. I want to bring everything crashing down and destroy all of today’s establishment.” @nandoodles @slpng_giants
  8. Start an information war (In 3 unnervingly easy steps!) The

    plan: @nandoodles @slpng_giants
  9. Look like legit “news” Step 1: @nandoodles @slpng_giants

  10. (Who’s checking anyway? ) @nandoodles @slpng_giants

  11. Crank out 24/7 propaganda and misinformation Step 2: @nandoodles @slpng_giants

  12. None
  13. Compiled by: @ejgibney POWERED BY

  14. Not even trying to hide it @nandoodles @slpng_giants

  15. ✔ “black-on-black crime” ✔ “migrant rape gangs” in Europe ✔

    “young Muslims in the West” the world’s “ticking time bomb.” @nandoodles @slpng_giants
  16. Monetize Step 3: @nandoodles @slpng_giants

  17. PROGRAMMATIC ADVERTISING

  18. • 17 million visitors per month in Jan. 2017 •

    45th most visited site Breitbart by the numbers • 11th most popular Facebook page • 2.3 million Facebook followers Plus, plans to expand to @nandoodles @slpng_giants
  19. “a brilliant audience expansion machine, financed by billionaires” Here's How

    Breitbart And Milo Smuggled White Nationalism Into The Mainstream October 5, 2017 @nandoodles @slpng_giants
  20. No enforcement. No one was checking. ...until we came along.

    @nandoodles @slpng_giants
  21. ...OH SHIT! • 90% of Breitbart’s ad revenue gone within

    3 months • 20+ ad networks • 4000+ advertisers @nandoodles @slpng_giants
  22. “This group run by a group of tech executives...” Source:

    Outtake from The Brink
  23. Ask if it aligns with their brand + values The

    Sleeping Giants M.O. Present information @nandoodles @slpng_giants
  24. SG Oz SG France SG Canada

  25. For brands: Easy choice No thanks to hate & bigotry

    Lufthansa opposes ads on websites promoting violent, sexist, extremist or politically radical content. 1:10 PM · Apr 2, 2017 @nandoodles @slpng_giants
  26. Breitbart’s tech helpers Distributed & Verified: Traffic Monetized: Comments &

    Discussion: Merch & Sales:
  27. It’s not our place to censor an opinion or dictate

    what is not allowed for people to write. @nandoodles @slpng_giants
  28. We don’t like Breitbart, but products are speech and we

    are pro free speech. @nandoodles @slpng_giants
  29. It’s a slippery slope. If we ban them, who’s next?

    @nandoodles @slpng_giants
  30. This was bigger than Breitbart. There’s a parallel society of

    “hate merchants” built on our software ecosystem. @nandoodles @slpng_giants
  31. Alex Jones Conspiracy theorist

  32. Unite the Right Deadly white supremacist group

  33. Proud Boys Violent white supremacist group

  34. Tommy Robinson Racist POS

  35. Generation Identity European Neo-Nazis

  36. None
  37. Powered by German neo-Nazis

  38. This is untenable Bad faith actors have co-opted our systems

    @nandoodles @slpng_giants
  39. Tech leaders to me: “I don’t know how to deal

    with this…” “I don’t want to deal with this…” “I don’t think I should playing God…” @nandoodles @slpng_giants
  40. ✅ Build products ✅ Acquire customers ✅ Build brand ✅

    Grow business ❌ Play God ❌ Take sides ❌ Moral gray area ❌ Deal with the fallout @nandoodles @slpng_giants
  41. It’s not an “ethical” issue anymore. It’s a full-on business

    liability. Good news: “Who doesn’t get to use my platform?” @nandoodles @slpng_giants
  42. Ask if it aligns with their brand + values The

    Sleeping Giants M.O. Present information
  43. We have changed the narrative Breitbart is bleeding advertisers due

    to an anonymous Twitter collective Bill O'Reilly Is Forced Out at Fox News Robert Mercer to step down as head of Renaissance Technologies The Advertiser Embargo Against Tucker Carlson Is Working Facebook bans Alex Jones and Laura Loomer for violating its policies against dangerous individuals Daily Stormer: Cloudflare drops neo-Nazi site Renegade Shareholders Have A Plan To Force Mastercard To Monitor Neo-Nazis
  44. “What are you going to do about it?” @nandoodles @slpng_giants

  45. “I don’t know how to deal with this…” “I don’t

    want to deal with this…” “I don’t think I should playing God…” This shit’s over @nandoodles @slpng_giants
  46. And you’re going to need to be able to answer.

    And answer fast. @nandoodles @slpng_giants
  47. The new era of brand safety: ✨Answerability✨ Hey, can you

    explain why...? @nandoodles @slpng_giants
  48. Answerability: You publicly answer for what you Enable Distribute Monetize

    Amplify @nandoodles @slpng_giants
  49. You have two choices Wing it Make house rules @nandoodles

    @slpng_giants
  50. Answerability: Real-life consequences Lawsuits Reputational harm Brand equity Positive PR

    LIABILITY EQUITY @nandoodles @slpng_giants
  51. What does it look like to: Wing it Make house

    rules @nandoodles @slpng_giants
  52. In the era of ✨Answerability✨ @nandoodles @slpng_giants

  53. The Daily Stormer • Founder: Andrew Anglin • Neo-Nazi •

    Owes $18 million in lawsuits for targeted harassment • Status: On the run Hosted & Protected by
  54. Charlottesville August 11, 2017

  55. Heather Heyer killed by a white nationalist @nandoodles @slpng_giants

  56. The Daily Stormer headline ❌ ❌

  57. CEO Matthew Prince I’m a free speech absolutist. A website

    is speech. It is not a bomb. Last person on Earth who would ban anybody @nandoodles @slpng_giants
  58. CEO Matthew Prince Last person on Earth who would ban

    anybody @nandoodles @slpng_giants
  59. 3 days later… CEO Matthew Prince Last person on Earth

    who would ban anybody @nandoodles @slpng_giants
  60. “Literally, I woke up in a bad mood and decided

    someone shouldn’t be allowed on the Internet.” Translation: I’m a free speech absolutist until the pressure gets to me.
  61. Who’s playing God now? @nandoodles @slpng_giants

  62. (This would have been a good time to make some

    house rules.)
  63. 8chan Hosted & Protected by

  64. 3 mass shootings, 3 manifestos El Paso Poway Christchurch @nandoodles

    @slpng_giants
  65. @nandoodles @slpng_giants

  66. CEO Matthew Prince Last person on Earth who would ban

    anybody
  67. ???

  68. One day later...

  69. BANNED @nandoodles @slpng_giants

  70. This is not a PHIL101 class I’m a free speech

    absolutist. @nandoodles @slpng_giants
  71. Your plan can’t be “free speech, anything goes” In the

    real world (The real world has market constraints) @nandoodles @slpng_giants
  72. Matthew is still answerable • Social media & bad press

    • Tanking brand equity • Skittish Investors!!! • Your IPO @nandoodles @slpng_giants
  73. Cloudflare has created a whole new business risk for itself

    Especially pre-IPO! @nandoodles @slpng_giants
  74. Cloudflare’s pre-IPO Filing “We are aware of some potential customers

    that have indicated their decision to not subscribe to our products was impacted, at least in part, by the actions of certain of our paying and free customers. We may also experience other adverse political, business and reputational consequences with prospective and current customers, employees, suppliers, and others related to the activities of our paying and free customers, especially if such hostile, offensive, or inappropriate use is high profile.” @nandoodles @slpng_giants
  75. Translation: Our customers don’t feel they can trust us, because

    we say one thing and do another under activist pressure. @nandoodles @slpng_giants
  76. Takeaway Cloudflare violated its own core values and policy. No

    wonder everyone is nervous! @nandoodles @slpng_giants
  77. Phew, that was exhausting! @nandoodles @slpng_giants

  78. What does it look like to: Wing it Establish house

    rules @nandoodles @slpng_giants
  79. In the era of ✨Answerability✨ @nandoodles @slpng_giants

  80. “Feminist” dating app

  81. is @bumble_app still a feminist dating app or the place

    where white nationalists / nazis go to cheat on their wives?
  82. None
  83. SOLVED

  84. But not with us. Jack has a right to find

    meet women... @nandoodles @slpng_giants
  85. Hyperlocal Community App

  86. Had a sexual content problem BANNED

  87. Banned nudity, racism, sexism, bullying & insults of any kind

    “We don’t want to get into an endless debate of is this an opinion or is this insulting. When someone doesn’t feel included, that is where the border is.” CEO Alessio Avellan Borgmeyer
  88. Banned nudity, racism, sexism, bullying & insults of any kind

    “We don’t want to get into an endless debate of is this an opinion or is this insulting. When someone doesn’t feel included, that is where the border is.” CEO Alessio Avellan Borgmeyer SOLVED
  89. But not with us. People have a right to racist

    jokes... @nandoodles @slpng_giants
  90. Crowdfunding Membership Platform

  91. Had a Lauren Southern problem

  92. None
  93. “Manifest Observable Behavior” Patreon CEO Jack Conte “It’s a review

    method that’s entirely based on observable facts. What has a camera seen? What has an audio recorded?”
  94. “Manifest Observable Behavior” Patreon CEO Jack Conte “It’s a review

    method that’s entirely based on observable facts. What has a camera seen? What has an audio recorded?” SOLVED
  95. But not with us. Lauren has a right to be

    a shitty human being... @nandoodles @slpng_giants
  96. The struggle is NOT real Censorship Taking sides Playing God

    @nandoodles @slpng_giants
  97. They’re just enforcing their house rules. @nandoodles @slpng_giants And you

    can too
  98. Get ahead in the era of ✨Answerability✨ • Your values

    • Your employees • Your customers • Your community @nandoodles @slpng_giants
  99. Acceptable use policies Terms of service Company values Mission statement

    My house rules are here: @nandoodles @slpng_giants
  100. With house rules, you and your team can answer: ✔Quickly

    ✔Consistently ✔Transparently @nandoodles @slpng_giants
  101. Bad faith actors are looking to test your limits whAt’S

    uR pRobLeM? iT sAYs “SoCialisM iS FoR FiGs”
  102. But you don’t answer to them. @nandoodles @slpng_giants

  103. Activists like us aren’t going anywhere. @nandoodles @slpng_giants

  104. But you don’t answer to us either. @nandoodles @slpng_giants

  105. The diverse customer & employee base you want to build.

    You answer to your people @nandoodles @slpng_giants
  106. “My house, my rules.” You’re allowed to say @nandoodles @slpng_giants

  107. Who doesn’t get to use your platform? @nandoodles @slpng_giants (FYI

    You’re never going to lose points for banning hate groups)
  108. @nandoodles @slpng_giant s Yes, you are allowed to build a

    business The way you want to, free of hate.
  109. CONCLUSION

  110. Those guys don’t know what they’re doing.

  111. Yes, you are allowed to say: “My house, my rules.”

  112. @slpng_giants Follow us @nandoodles Follow me /slpnggiants nandinijammi.com

  113. THESE SLIDES ARE NOT PART OF THE PRESENTATION. IGNORE.

  114. 1. Every business has limits Stripe’s restricted “high risk” businesses

    ❌ Psychic services ❌ Multi-level marketing ❌ Adult live chat ✅ White nationalism ✅ Islamophobia ✅ Anti-semitism
  115. Is Stripe censoring psychics?