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A digital cheatingexperiment on socialmedia                   Contact heaven Arthur KANNAS                       arthur@he...
CONTAINSKEBAB.
Introductiona question of numbers,without revenues.
the good newsAndthe bad news
JustinTimberlake isnot yourfriend.
JustinTimberlakeisa robot.
MEDIA                          STRATÉGIE ET                       PILOTAGE MEDIA /                         AUTO-PROMO /   ...
1600 1400 1200 1000  800  600  400  200    0ALMOST 10 MILLIONS OF FANS ON PAGES LAUNCHED OR MANAGED BY HEAVEN.MOST OF THE ...
ACQUISITION   : LEAD MODELCHEATING   : CREATION OF FAKE METRIX
2006
Triggers for choosing to watch a video       (Yahoo France 11/2011)
Above  thefigures
Weapon  of massreputation
Then come the  temptationof the cheater
1. Few case studybefore to jump inat the deep enddans le bain (avant de se jeter à l’eau).                                ...
To cheat:act dishonestly orunfairly in order togain an advantage                   Oxford Dictionary
Fast and easy promotion for artists ?2008
View counts record ?               2008
Someone special waiting for you ?2010
50 000 fake accounts in Egypt08/2011
117 kfollowers in 24h21/07/2012
So…Why not us ?      jeter à l’eau).                        le bain (avant de se
2. Mars Kebab.Doing the job forfame and fortune
30/7/2012
12/9/2012
Finding the good partners 1.   Identify the industry players 2.   Benchmark their offers 3.   Assess their liability
1. A mass of players2. True media agencies ?3. Affiliation ? / Resellers ?
Everything to yield tothe temptation                         Limited discount                           Prestigious suppor...
Promotion /          Submission    MembersFans’        toward a wideorder     network of                         follow   ...
CRITICALINVESTMENT
PROFILING FAKE PROFILES                          Russian                          Man                          13 / 17 yea...
Profiles arent perfectly identical but wecan notice some similarities:- Incoherent picture, descriptions, username- Very f...
PROFILING   FAKE PROFILES« likes » 212 page likes in23 minutesStrange JustinTimberlake likenessIn 2 days he may havedisapp...
Thus, how are they « recruited »?
Spoting                       FOLLOWinteresting   FOLLOW            UNFOLLOW                       BACKaccountstargeting:-...
the social bots                                   Filling          Access toProxies        Subscribtion     formula with  ...
How to be careful ?Depending on supplier, fake profiles will have different behaviourand characteristic, we need to look f...
Fakers.statuspeople.com          To idenfy fake accounts
I. Digital cheating on social media
HOW BIG THE PROBLEMIS ON FACEBOOK ?FACEBOOK DECLARES 83 MILLIONS OFFAKE ACCOUNTS (2012/8).IF EVERY OF THEM MAKE 200 LIKES…
3. To conclude
CPM tends to zeroCPV tends to zero
Heaven asks for new indicatorspay per view… but what’s next…Pay per share.Pay per viewer.Pay per subscriber.PAY per pinner...
Black market pricesPrestation           Relevé de prix    CPM     Unit costPinterest followers 1 000 for $199     $199    ...
MARS KEBAB EXPERIMENT999 €      (or 149 kebabs)
Who benefits from cheating ?
An advertiser that wants to quickly rise itsreputation, for cheap.A creative agency that wants to prove theefficiency of i...
Conclusions1. A black market in advance2. Segmented social media3. Stay humble and watchful, everyone can be thevictim /re...
4. SO SORRY,JUSTIN.YOU ARE NOTTHAT FAKE.
NO, every one can’t be justin timberlake.
Don’t buyyour fansto anyone.
tact heaven Arthur KANNAS                MERCIur@heaven.fr @moohai        DE VOTRE ATTENTION
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
[heaven] Digital cheating on social media 2012
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[heaven] Digital cheating on social media 2012

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Authors : Arthur Kannas, Toufg Terchoune, Emmanuel Berne

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Transcript of "[heaven] Digital cheating on social media 2012 "

  1. 1. A digital cheatingexperiment on socialmedia Contact heaven Arthur KANNAS arthur@heaven.fr @moohai
  2. 2. CONTAINSKEBAB.
  3. 3. Introductiona question of numbers,without revenues.
  4. 4. the good newsAndthe bad news
  5. 5. JustinTimberlake isnot yourfriend.
  6. 6. JustinTimberlakeisa robot.
  7. 7. 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
  8. 8. 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
  9. 9. ACQUISITION : LEAD MODELCHEATING : CREATION OF FAKE METRIX
  10. 10. 2006
  11. 11. Triggers for choosing to watch a video (Yahoo France 11/2011)
  12. 12. Above thefigures
  13. 13. Weapon of massreputation
  14. 14. Then come the temptationof the cheater
  15. 15. 1. Few case studybefore to jump inat the deep enddans le bain (avant de se jeter à l’eau). pour se mettre
  16. 16. To cheat:act dishonestly orunfairly in order togain an advantage Oxford Dictionary
  17. 17. Fast and easy promotion for artists ?2008
  18. 18. View counts record ? 2008
  19. 19. Someone special waiting for you ?2010
  20. 20. 50 000 fake accounts in Egypt08/2011
  21. 21. 117 kfollowers in 24h21/07/2012
  22. 22. So…Why not us ? jeter à l’eau). le bain (avant de se
  23. 23. 2. Mars Kebab.Doing the job forfame and fortune
  24. 24. 30/7/2012
  25. 25. 12/9/2012
  26. 26. Finding the good partners 1. Identify the industry players 2. Benchmark their offers 3. Assess their liability
  27. 27. 1. A mass of players2. True media agencies ?3. Affiliation ? / Resellers ?
  28. 28. Everything to yield tothe temptation Limited discount Prestigious support Targeting (zone géographique, contenu…) Secured deal
  29. 29. Promotion / Submission MembersFans’ toward a wideorder network of follow fans
  30. 30. CRITICALINVESTMENT
  31. 31. PROFILING FAKE PROFILES Russian Man 13 / 17 years old
  32. 32. 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)
  33. 33. PROFILING FAKE PROFILES« likes » 212 page likes in23 minutesStrange JustinTimberlake likenessIn 2 days he may havedisappearedNo specific nationality
  34. 34. Thus, how are they « recruited »?
  35. 35. Spoting FOLLOWinteresting FOLLOW UNFOLLOW BACKaccountstargeting:- Tags- Profile- Place- …
  36. 36. the social bots Filling Access toProxies Subscribtion formula with profile Social action scripts DB Name Update…. Login / Pw Automatic or human (outsourced ?) task
  37. 37. 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
  38. 38. Fakers.statuspeople.com To idenfy fake accounts
  39. 39. I. Digital cheating on social media
  40. 40. HOW BIG THE PROBLEMIS ON FACEBOOK ?FACEBOOK DECLARES 83 MILLIONS OFFAKE ACCOUNTS (2012/8).IF EVERY OF THEM MAKE 200 LIKES…
  41. 41. 3. To conclude
  42. 42. CPM tends to zeroCPV tends to zero
  43. 43. Heaven asks for new indicatorspay per view… but what’s next…Pay per share.Pay per viewer.Pay per subscriber.PAY per pinner. Etc.
  44. 44. Black market pricesPrestation Relevé de prix CPM Unit costPinterest followers 1 000 for $199 $199 $0,199Google +1 2 500 for $299 $119 $0,1196Instagram subscribers 2 000 for $199 $99,5 $0,0995Youtube subscribers 500 for $25 $50 $0,05Facebook Photo 1 000 for $39 $39 $0,039likesFans/Likes facebook 10 000 for $179 $17,9 $0,0179SoundCloud plays 1 000 for $17 $17 $0,017Youtube views 1M for $5 495 $5,49 $0,00549Twitter Followers 50 000 for $149 $2,98 $0,00298
  45. 45. MARS KEBAB EXPERIMENT999 € (or 149 kebabs)
  46. 46. Who benefits from cheating ?
  47. 47. 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?
  48. 48. Conclusions1. A black market in advance2. Segmented social media3. Stay humble and watchful, everyone can be thevictim /recipient of a cheating.
  49. 49. 4. SO SORRY,JUSTIN.YOU ARE NOTTHAT FAKE.
  50. 50. NO, every one can’t be justin timberlake.
  51. 51. Don’t buyyour fansto anyone.
  52. 52. tact heaven Arthur KANNAS MERCIur@heaven.fr @moohai DE VOTRE ATTENTION
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