five best mistakes we've made
TRANSCRIPT
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#OgilvyDS
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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#OgilvyDS
Accidentally good…
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#OgilvyDS
‘CAN SQUIRRELS GET ADDICTED TO CRACK?’
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#OgilvyDS
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#OgilvyDS
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#OgilvyDS
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#OgilvyDS
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#OgilvyDS
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#OgilvyDS
WE’VE LEARNT
• The best ideas are open to
interpretation – not forced
or bribed collaboration
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#OgilvyDS
WE’VE LEARNT
• Accidents happen – so volume helps
you get a hit
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#OgilvyDS
WE’VE LEARNT
• Huge ethical issues around
jokes that might be
interpreted as facts
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#OgilvyDS
Mary Meeker’s stats
Don’t trust numbers unless you
understand them
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#OgilvyDS
THIS IS OK….
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#OgilvyDS
THIS IS STRANGE….
• Messages =
• 700m photos uploaded &
sent PLUS
• 500m Stories consumed
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#OgilvyDS
THIS IS STRANGE….
• Equivalent Facebook
figures:
• 400m photos PLUS
• 50bn impressions
Messages / Day = 50.4bn
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#OgilvyDS
THE GOOD NEWS
We started taking Snapchat seriously, even if the numbers were
flawed.
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#OgilvyDS
OTHER STATISTICS PROBLEMS
• Small samples sizes
– less than 1,000 is
rarely a good idea.
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#OgilvyDS
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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#OgilvyDS
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 daySource: Comparing actual and self-reported measures of
Facebook use, Computers in Human Behaviour 29
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#OgilvyDS
OTHER STATISTICS PROBLEMS
• Figures from social
networks – self-serving,
misleading, rarely useful
Source: qz.com / Twitter
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#OgilvyDS
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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#OgilvyDS
Crappy content isn’t
always bad
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#OgilvyDS
THIS IMAGE IS TERRIBLE
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#OgilvyDS
BUT IT WORKED….
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#OgilvyDS
SO I REPEATED THE TEST…
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#OgilvyDS
WE’VE LEARNT
• Tribalism & identity
often trump quality
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#OgilvyDS
Thank You
Rob Blackie, Director of Social
Leo Ryan, Global Head of Social Innovations & Partnerships
Follow us @robblackie_oo and @Leotwit