Social Innovations & Partnerships
Follow us @robblackie_oo and @Leotwit
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Getting it wrong презентация
Содержание
- 1. Getting it wrong
- 2. Accidentally good…
- 3. ‘CAN SQUIRRELS GET ADDICTED TO CRACK?’
- 9. WE’VE LEARNT The best ideas are open to interpretation – not forced or bribed collaboration
- 10. WE’VE LEARNT Accidents happen – so volume helps you get a hit
- 11. WE’VE LEARNT Huge ethical issues around jokes that might be interpreted as facts
- 12. Mary Meeker’s stats Don’t trust numbers unless you understand them
- 13. THIS IS OK….
- 14. THIS IS STRANGE…. Messages = 700m photos
- 15. THIS IS STRANGE…. Equivalent Facebook figures: 400m photos PLUS 50bn impressions
- 16. THE GOOD NEWS We started taking Snapchat seriously, even if the numbers were flawed.
- 17. OTHER STATISTICS PROBLEMS Small samples sizes – less than 1,000 is rarely a good idea.
- 18. OTHER STATISTICS PROBLEMS Direction of causation
- 19. OTHER STATISTICS PROBLEMS Self reported behaviours –
- 20. OTHER STATISTICS PROBLEMS Figures from social
- 21. OTHER STATISTICS PROBLEMS Cross-country engagement scores
- 22. Crappy content isn’t always bad
- 23. THIS IMAGE IS TERRIBLE
- 24. BUT IT WORKED….
- 25. SO I REPEATED THE TEST…
- 26. WE’VE LEARNT Tribalism & identity often trump quality
- 27. Thank You Rob Blackie, Director of Social
Accidentally good…
Слайд 18OTHER 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 19OTHER 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 20OTHER STATISTICS PROBLEMS
Figures from social networks – self-serving, misleading, rarely useful
Source:
qz.com / Twitter
Слайд 21OTHER 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
Yet virtually all studies cited in the Social industry are based on the US
Слайд 27Thank You
Rob Blackie, Director of Social
Leo Ryan, Global Head of Social
Innovations & Partnerships
Follow us @robblackie_oo and @Leotwit
Follow us @robblackie_oo and @Leotwit
