Getting it wrong

Понравилась презентация – покажи это...

Слайд 1

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

Слайд 2

Accidentally good…

Слайд 3

‘Can squirrels get addicted to crack?’

Слайд 4

Слайд 5

Слайд 6

Слайд 7

Слайд 8

Слайд 9

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

Слайд 10

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

Слайд 11

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

Слайд 12

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

Слайд 13

This is ok….

Слайд 14

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

Слайд 15

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

Слайд 16

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

Слайд 17

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

Слайд 18

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

Слайд 19

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

Слайд 20

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

Слайд 21

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

Слайд 22

Crappy content isn’t always bad

Слайд 23

This image is terrible

Слайд 24

But it worked….

Слайд 25

So I repeated the test…

Слайд 26

We’ve learnt Tribalism & identity often trump quality

Слайд 27

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