13. #OgilvySMW#OgilvySMW
WHAT DOES IT EVEN MEAN?
Can all posts really be considered
positive or negative?
Is the sentiment really about your
client’s brand?
How can you account for sarcasm,
slang and context?
14. #OgilvySMW
“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.”
Introduction – I have been involved in social media since way back when it only existed in the form or Usenet newsgroups. And I’ve been running digital campaigns and strategies for almost as long as that. Another way of saying that is that I started my career explaining to people why they needed to build a website, then I spent some time explaining why they should be on Facebook. And these days I try to help people understand why being on Facebook is not enough…
Team of analysts at OgilvyOne, Consumer Engagement, Social Insight…
Here’s what happened when a group of scientists tried to use twitter data to predict UK election results based on factors such as th eincrease in total mentions of a party, or an uptick in negative mentions for a cnadidates. I don’t want to be too hard on them, because actually their model didn’t perform much worse than the standard polls in the last election, which were terrible. But look at what happens at the end of the campaign! Just as some polls were starting to pick up an improvement in Tory performance, they found an uptick in favour of Labout. Spoiler alert – that’s not what wsa really happening!
Are dark social posts different than public ones. Absolutely, they are. This is where people go to have conversations about things they feel too uncomfortable to share more widely. It’s where people we truly know personally and whose opinion we most trust will share with us. Advocacy on dark social is far more likely to have influence, and complaints will sting all the more. Especially because you won’t even know they’re happening – until it’s too late. Let me share a cautionary tale… Our daughter’s nursery….