Authors : Arthur Kannas, Toufg Terchoune, Emmanuel Berne

1. A digital cheating
experiment on social
media
Contact heaven Arthur KANNAS
arthur@heaven.fr @moohai

2. CONTAINS
KEBAB.

3. Introduction
a question of numbers,
without revenues.

4. the good news
And
the bad news

5. Justin
Timberlake is
not your
friend.

6. Justin
Timberlake
is
a robot.

11. MEDIA
STRATÉGIE ET
PILOTAGE MEDIA /
AUTO-PROMO /
MONETISATION
MOBILE
IMAGE ÉTUDES
CHARTE / AUDITS /
BRANDBOOKS / BENCHMARKS /
MOODBOARDS / ANALYSES /
SCENO FORMATION
CLIENTS
CONSEIL ET
ACCOMPAGNEMENT
REAL TIME
CONTENUS MKG
SOCIAL MEDIA
WEB / VIDEO / SOCIAL OPTIMIZATION /
/ EVENT / MOBILE COMMUNITIES /
MARKETING
D’NFLUENCE
PROJETS
COORDINATION /
SÉLECTION /
PRODUCTION WEB /
VIDEO / MOBILE

15. 1600
1400
1200
1000
800
600
400
200
0
ALMOST 10 MILLIONS OF FANS ON PAGES LAUNCHED OR MANAGED BY HEAVEN.
MOST OF THE TIME WITH THE SUPPORT OF SOME MEDIA CAMPAIGN

17. ACQUISITION : LEAD MODEL
CHEATING : CREATION OF FAKE METRIX

19. 2006

27. Triggers for choosing to watch a video
(Yahoo France 11/2011)

28. Above
the
figures

29. Weapon
of
mass
reputation

30. Then come the
temptation
of the cheater

33. 1. Few case study
before to jump in
at the deep end
dans le bain (avant de se jeter à l’eau).
pour se mettre

34. To cheat:
act dishonestly or
unfairly in order to
gain an advantage
Oxford Dictionary

35. Fast and easy promotion for artists ?
2008

36. View counts record ?
2008

37. Someone special waiting for you ?
2010

38. 50 000 fake accounts in Egypt
08/2011

39. 117 kfollowers in 24h
21/07/2012

40. So…
Why not us ?
jeter à l’eau).
le bain (avant de se

41. 2. Mars Kebab.
Doing the job for
fame and fortune

46. 30/7/2012

47. 12/9/2012

48. Finding the good partners
1. Identify the industry players
2. Benchmark their offers
3. Assess their liability

50. 1. A mass of players
2. True media agencies ?
3. Affiliation ? / Resellers ?

51. Everything to yield to
the temptation
Limited discount
Prestigious support
Targeting
(zone géographique,
contenu…)
Secured deal

52. Promotion /
Submission Members
Fans’
toward a wide
order network of
follow
fans

53. CRITICAL
INVESTMENT

58. PROFILING FAKE PROFILES
Russian
Man
13 / 17 years old

60. 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)

61. PROFILING
FAKE PROFILES
« likes » 212 page likes in
23 minutes
Strange Justin
Timberlake likeness
In 2 days he may have
disappeared
No specific nationality

62. Thus, how are they « recruited »?

63. Spoting
FOLLOW
interesting FOLLOW UNFOLLOW
BACK
accounts
targeting:
- Tags
- Profile
- Place
- …

64. the social bots
Filling Access to
Proxies Subscribtion formula with profile
Social action
scripts
DB
Name
Update….
Login / Pw
Automatic or human
(outsourced ?) task

65. How to be careful ?
Depending on supplier, fake profiles will have different behaviour
and characteristic, we need to look for anomalies.
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 …)
 Toward Automatic solutions

66. Fakers.statuspeople.com
To idenfy fake accounts

68. I. Digital cheating on social media

70. HOW BIG THE PROBLEM
IS ON FACEBOOK ?
FACEBOOK DECLARES 83 MILLIONS OF
FAKE ACCOUNTS (2012/8).
IF EVERY OF THEM MAKE 200 LIKES…

71. 3. To conclude

72. CPM tends to zero
CPV tends to zero

73. 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.

74. Black market prices
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
1 000 for $39 $39 $0,039
likes
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

75. MARS KEBAB EXPERIMENT
999 €
(or 149 kebabs)

76. Who benefits from cheating ?

77. 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?

78. 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.

79. 4. SO SORRY,
JUSTIN.
YOU ARE NOT
THAT FAKE.

81. NO, every one can’t be justin timberlake.

82. Don’t buy
your fans
to anyone.

84. tact heaven Arthur KANNAS MERCI
ur@heaven.fr @moohai DE VOTRE ATTENTION