Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Five best mistakes we've made

Presented at Digital Shoreditch 2015, Rob Blackie and Leo Ryan discuss the five best mistakes made in Social.

  • Login to see the comments

Five best mistakes we've made

  1. 1. #OgilvyDS Getting it wrong Rob Blackie, Director of Social Leo Ryan, Global Head of Social Innovations & Partnerships Follow us @robblackie_oo and @Leotwit
  2. 2. #OgilvyDS Accidentally good…
  3. 3. #OgilvyDS ‘CAN SQUIRRELS GET ADDICTED TO CRACK?’
  4. 4. #OgilvyDS
  5. 5. #OgilvyDS
  6. 6. #OgilvyDS
  7. 7. #OgilvyDS
  8. 8. #OgilvyDS
  9. 9. #OgilvyDS WE’VE LEARNT • The best ideas are open to interpretation – not forced or bribed collaboration
  10. 10. #OgilvyDS WE’VE LEARNT • Accidents happen – so volume helps you get a hit
  11. 11. #OgilvyDS WE’VE LEARNT • Huge ethical issues around jokes that might be interpreted as facts
  12. 12. #OgilvyDS Mary Meeker’s stats Don’t trust numbers unless you understand them
  13. 13. #OgilvyDS THIS IS OK….
  14. 14. #OgilvyDS THIS IS STRANGE…. • Messages = • 700m photos uploaded & sent PLUS • 500m Stories consumed
  15. 15. #OgilvyDS THIS IS STRANGE…. • Equivalent Facebook figures: • 400m photos PLUS • 50bn impressions Facebook Messages / Day = 50.4bn
  16. 16. #OgilvyDS THE GOOD NEWS We started taking Snapchat seriously, even if the numbers were flawed.
  17. 17. #OgilvyDS OTHER STATISTICS PROBLEMS • Small samples sizes – less than 1,000 is rarely a good idea.
  18. 18. #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
  19. 19. #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 day Source: Comparing actual and self-reported measures of Facebook use, Computers in Human Behaviour 29
  20. 20. #OgilvyDS OTHER STATISTICS PROBLEMS • Figures from social networks – self-serving, misleading, rarely useful Source: qz.com / Twitter
  21. 21. #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
  22. 22. #OgilvyDS Crappy content isn’t always bad
  23. 23. #OgilvyDS THIS IMAGE IS TERRIBLE
  24. 24. #OgilvyDS BUT IT WORKED….
  25. 25. #OgilvyDS SO I REPEATED THE TEST…
  26. 26. #OgilvyDS WE’VE LEARNT • Tribalism & identity often trump quality
  27. 27. #OgilvyDS Thank You Rob Blackie, Director of Social Leo Ryan, Global Head of Social Innovations & Partnerships Follow us @robblackie_oo and @Leotwit

×