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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
‘Can squirrels get addicted to crack?’
We’ve learnt The best ideas are open to interpretation – not forced or bribed collaboration
We’ve learnt Accidents happen – so volume helps you get a hit
We’ve learnt Huge ethical issues around jokes that might be interpreted as facts
Mary Meeker’s stats Don’t trust numbers unless you understand them
This is ok….
This is strange…. Messages = 700m photos uploaded & sent PLUS 500m Stories consumed
This is strange…. Equivalent Facebook figures: 400m photos PLUS 50bn impressions
The good news We started taking Snapchat seriously, even if the numbers were flawed.
Other statistics problems Small samples sizes – less than 1,000 is rarely a good idea.
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
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
Other statistics problems Figures from social networks – self-serving, misleading, rarely useful Source: qz.com / Twitter
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
Crappy content isn’t always bad
This image is terrible
But it worked….
So I repeated the test…
We’ve learnt Tribalism & identity often trump quality
Thank You Rob Blackie, Director of Social Leo Ryan, Global Head of Social Innovations & Partnerships Follow us @robblackie_oo and @Leotwit