MEDIA STRATÉGIE ET PILOTAGE MEDIA / AUTO-PROMO / MONETISATION MOBILE IMAGE ÉTUDES CHARTE / AUDITS / BRANDBOOKS / BENCHMARKS / MOODBOARDS / ANALYSES / SCENO FORMATION CLIENTS CONSEIL ET ACCOMPAGNEMENT REAL TIME CONTENUS MKG SOCIAL MEDIAWEB / VIDEO / SOCIAL OPTIMIZATION / / EVENT / MOBILE COMMUNITIES / MARKETING D’NFLUENCE PROJETS COORDINATION / SÉLECTION / PRODUCTION WEB / VIDEO / MOBILE
1600 1400 1200 1000 800 600 400 200 0ALMOST 10 MILLIONS OF FANS ON PAGES LAUNCHED OR MANAGED BY HEAVEN.MOST OF THE TIME WITH THE SUPPORT OF SOME MEDIA CAMPAIGN
ACQUISITION : LEAD MODELCHEATING : CREATION OF FAKE METRIX
PROFILING FAKE PROFILES Russian Man 13 / 17 years old
Profiles arent perfectly identical but wecan notice some similarities:- Incoherent picture, descriptions, username- Very few tweets, always published at the opening of the account (mean : 4 tweets)- Disproportion of the Followers / Following ratio (between 1 per 50 to 1 per 1500)
PROFILING FAKE PROFILES« likes » 212 page likes in23 minutesStrange JustinTimberlake likenessIn 2 days he may havedisappearedNo specific nationality
the social bots Filling Access toProxies Subscribtion formula with profile Social action scripts DB Name Update…. Login / Pw Automatic or human (outsourced ?) task
How to be careful ?Depending on supplier, fake profiles will have different behaviourand characteristic, we need to look for anomalies. 1. Fast and unexplained growth fans/followers/views 2. Incoherent profile information: name, username, descriptions… 3. Incoherence between the brand ID and content, and its followers (eg: foreign fans on a French page) 4. Incoherence in the social behavior (eg: every likes generated at the same moment, percentage of video viewing stopped after 5 sec …) Toward Automatic solutions
Fakers.statuspeople.com To idenfy fake accounts
An advertiser that wants to quickly rise itsreputation, for cheap.A creative agency that wants to prove theefficiency of its viral concept.A media agency that wants to increase itsprofit or reach its objectives.An ad-network that wants to secure itspresence in further communication planwhen it does not delivery everything it sold.A platform?
Conclusions1. A black market in advance2. Segmented social media3. Stay humble and watchful, everyone can be thevictim /recipient of a cheating.