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Getting it wrong

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Getting it wrong Rob Blackie, Director of Social Leo Ryan, Global Head of Social Innovations & Partnerships Follow us @robblackie_oo and @Leotwit


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Accidentally good…


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‘Can squirrels get addicted to crack?’


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We’ve learnt The best ideas are open to interpretation – not forced or bribed collaboration


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We’ve learnt Accidents happen – so volume helps you get a hit


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We’ve learnt Huge ethical issues around jokes that might be interpreted as facts


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Mary Meeker’s stats Don’t trust numbers unless you understand them


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This is ok….


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This is strange…. Messages = 700m photos uploaded & sent PLUS 500m Stories consumed


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This is strange…. Equivalent Facebook figures: 400m photos PLUS 50bn impressions


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The good news We started taking Snapchat seriously, even if the numbers were flawed.


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Other statistics problems Small samples sizes – less than 1,000 is rarely a good idea.


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Other statistics problems Direction of causation – did people watch your video because they liked the brand or vice versa? Source: Making an impact: Measuring the value of Facebook video


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Other statistics problems Self reported behaviours – do people know what they do? Will they be honest? Students report 145 minutes per day on Facebook, actually spending 26 minutes per day Source: Comparing actual and self-reported measures of Facebook use, Computers in Human Behaviour 29


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Other statistics problems Figures from social networks – self-serving, misleading, rarely useful Source: qz.com / Twitter


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Other statistics problems Cross-country engagement scores – huge differences in behaviours driven by things as simple as the most common devices used Yet virtually all studies cited in the Social industry are based on the US


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Crappy content isn’t always bad


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This image is terrible


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But it worked….


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So I repeated the test…


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We’ve learnt Tribalism & identity often trump quality


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Thank You Rob Blackie, Director of Social Leo Ryan, Global Head of Social Innovations & Partnerships Follow us @robblackie_oo and @Leotwit


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