KARIN ROBINSON презентация

KARIN ROBINSON KARIN ROBINSON

We have to admit that there are major flaws in some of the most common measures agencies and clients use for social insight.

DEMOGRAPHICS DEMOGRAPHICS

HOW DOES TWITTER KNOW SO MUCH ABOUT YOU? HOW DOES TWITTER KNOW SO MUCH ABOUT YOU?

HOW GOOD IS THE ALGORITHM? HOW GOOD IS THE ALGORITHM?

ARE THERE REALLY NO 12 YEAR OLDS ON FACEBOOK? ARE THERE REALLY NO 12 YEAR OLDS ON FACEBOOK?

SENTIMENT SENTIMENT

WHAT DOES IT EVEN MEAN? WHAT DOES IT EVEN MEAN?

“Before having children I only knew of Aptamil and SMA from TV advertising and hated Aptamil's adverts and their claim of being closest to breast milk.”

THERE IS A BETTER WAY THERE IS A BETTER WAY

THERE IS A BETTER WAY THERE IS A BETTER WAY

THE VISIBILITY TRAP THE VISIBILITY TRAP

TWITTER ACTIVITY ≠ REAL WORLD POPULARITY TWITTER ACTIVITY ≠ REAL WORLD POPULARITY

DARK SOCIAL IS DOMINANT DARK SOCIAL IS DOMINANT

SO WHAT SHOULD WE DO? SO WHAT SHOULD WE DO?

BE SCEPTICAL, AND CONSIDER THE CONTEXT

LOOK AT BEHAVIOUR, NOT JUST DEMOGRAPHICS

USE 3-DIMENSIONAL DATA