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Authors : Arthur Kannas, Toufg Terchoune, Emmanuel Berne
Citation preview
A digital cheating
experiment on social
media
Contact heaven Arthur KANNAS
arthur@heaven.fr @moohai
CONTAINS
KEBAB.
Introduction
a question of numbers,
without revenues.
the good news
And
the bad news
Justin Timberlake is not your friend.
Justin Timberlake is a robot.
CLIENTS CONSEIL ET
ACCOMPAGNEMENT
MEDIA
STRATÉGIE ET PILOTAGE MEDIA /
AUTO-PROMO / MONETISATION
MOBILE
ÉTUDES
AUDITS / BENCHMARKS /
ANALYSES / FORMATION
REAL TIME MKG
SOCIAL MEDIA OPTIMIZATION / COMMUNITIES /
MARKETING D’NFLUENCE
PROJETS COORDINATION /
SÉLECTION / PRODUCTION WEB /
VIDEO / MOBILE
CONTENUS
WEB / VIDEO / SOCIAL / EVENT / MOBILE
IMAGE CHARTE /
BRANDBOOKS / MOODBOARDS /
SCENO
0
200
400
600
800
1000
1200
1400
1600
ALMOST 10 MILLIONS OF FANS ON PAGES LAUNCHED OR MANAGED BY HEAVEN.
MOST OF THE TIME WITH THE SUPPORT OF SOME MEDIA CAMPAIGN
ACQUISITION : LEAD MODEL
CHEATING : CREATION OF FAKE METRIX
2006
Triggers for choosing to watch a video (Yahoo France 11/2011)
Above the
figures
Weapon of
mass reputation
Then come the temptation
of the cheater
1. Few case study
before to jump in
at the deep end pour se mettre
dans le bain (avant de se jeter à l’eau).
To cheat: act dishonestly or unfairly in order to gain 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 Egypt
08/2011
117 kfollowers in 24h
21/07/2012
So…
Why not us ? le bain (avant de se
jeter à l’eau).
2. Mars Kebab.
Doing the job for
fame and fortune
30/7/2012
12/9/2012
1. Identify the industry players
2. Benchmark their offers
3. Assess their liability
Finding the good partners
1. A mass of players
2. True media agencies ?
3. Affiliation ? / Resellers ?
Targeting
(zone géographique,
contenu…)
Prestigious support
Secured deal
Limited discount
Everything to yield to the temptation
Fans’
order
Promotion /
Submission
toward a wide
network of
fans
Members
follow
CRITICAL INVESTMENT
Russian
Man
13 / 17 years old
PROFILING FAKE PROFILES
Profiles aren't perfectly identical but we
can 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)
PROFILING FAKE PROFILES
« likes » 212 page likes in
23 minutes
Strange Justin
Timberlake likeness
In 2 days he may have
disappeared
No specific nationality
Thus, how are they « recruited »?
targeting: - Tags
- Profile
- Place
- …
Spoting
interesting
accounts
FOLLOW FOLLOW
BACK UNFOLLOW
Proxies Subscribtion Filling
formula with
DB
Access to
profile Social action
scripts
Automatic or human
(outsourced ?) task
Name
Login / Pw
Update….
the social bots
How to be careful ?
Depending on supplier, fake profiles will have different behaviour and characteristic, we need to look for anomalies.
Toward Automatic solutions
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 …)
Fakers.statuspeople.com To idenfy fake accounts
I. Digital cheating on social media
HOW BIG THE PROBLEM IS ON FACEBOOK ?
FACEBOOK DECLARES 83 MILLIONS OF FAKE ACCOUNTS (2012/8).
IF EVERY OF THEM MAKE 200 LIKES…
3. To conclude
CPM tends to zero CPV tends to zero
Heaven asks for new indicators pay per view… but what’s next… Pay per share. Pay per viewer. Pay per subscriber. PAY per pinner. Etc.
Prestation Relevé de prix CPM Unit cost
Pinterest followers 1 000 for $199 $199 $0,199
Google +1 2 500 for $299 $119 $0,1196
Instagram subscribers 2 000 for $199 $99,5 $0,0995
Youtube subscribers 500 for $25 $50 $0,05
Facebook Photo
likes 1 000 for $39 $39 $0,039
Fans/Likes facebook 10 000 for $179 $17,9 $0,0179
SoundCloud plays 1 000 for $17 $17 $0,017
Youtube views 1M for $5 495 $5,49 $0,00549
Twitter Followers 50 000 for $149 $2,98 $0,00298
Black market prices
MARS KEBAB EXPERIMENT
999 € (or 149 kebabs)
Who benefits from cheating ?
An advertiser that wants to quickly rise its reputation, for cheap. A creative agency that wants to prove the efficiency of its viral concept. A media agency that wants to increase its profit or reach its objectives. An ad-network that wants to secure its presence in further communication plan when it does not delivery everything it sold. A platform?
Conclusions 1. A black market in advance 2. Segmented social media 3. Stay humble and watchful, everyone can be the victim /recipient of a cheating.
4. SO SORRY,
JUSTIN.
YOU ARE NOT
THAT FAKE.
NO, every one can’t be justin timberlake.
Don’t buy
your fans
to anyone.
MERCI DE VOTRE ATTENTION
Contact heaven Arthur KANNAS
arthur@heaven.fr @moohai
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