#OgilvyDS

Getting it wrong

Rob Blackie, Director of Social

Leo Ryan, Global Head of Social Innovations & Partnerships

Follow us @robblackie_oo and @Leotwit

#OgilvyDS

Accidentally good…

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‘CAN SQUIRRELS GET ADDICTED TO CRACK?’

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WE’VE LEARNT

• The best ideas are open to

interpretation – not forced

or bribed collaboration

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WE’VE LEARNT

• Accidents happen – so volume helps

you get a hit

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WE’VE LEARNT

• Huge ethical issues around

jokes that might be

interpreted as facts

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Mary Meeker’s stats

Don’t trust numbers unless you

understand them

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THIS IS OK….

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THIS IS STRANGE….

• Messages =

• 700m photos uploaded &

sent PLUS

• 500m Stories consumed

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THIS IS STRANGE….

• Equivalent Facebook

figures:

• 400m photos PLUS

• 50bn impressions

Facebook

Messages / Day = 50.4bn

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THE GOOD NEWS

We started taking Snapchat seriously, even if the numbers were

flawed.

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OTHER STATISTICS PROBLEMS

• Small samples sizes

– less than 1,000 is

rarely a good idea.

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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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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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OTHER STATISTICS PROBLEMS

• Figures from social

networks – self-serving,

misleading, rarely useful

Source: qz.com / Twitter

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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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Crappy content isn’t

always bad

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THIS IMAGE IS TERRIBLE

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BUT IT WORKED….

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SO I REPEATED THE TEST…

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WE’VE LEARNT

• Tribalism & identity

often trump quality

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Thank You

Rob Blackie, Director of Social

Leo Ryan, Global Head of Social Innovations & Partnerships

Follow us @robblackie_oo and @Leotwit