Post on 24-Jan-2017
1
Dark Social Is The Most Important Marketing Data Brands Are Not Tracking
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 2
What We’ll Discuss DARK SOCIAL IS THE MOST IMPORTANT MARKETING DATA BRANDS ARE NOT TRACKING
• Common Marketing Cam-PAINS
• Defining Multi-generational Dark Social
• Uncovering Why It’s So Critical • The Multi-Gen Dark Social Effect
• Takeaways
Common Marketing Camp-PAINS
WHAT MARKETERS ARE STRUGGLING WITH
3
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 4
expect to spend time and resources on cross-social
measurement
Common Marketing Camp-PAINS BRANDS FIND THEMSELVES BETWEEN MEANINGFUL MEASUREMENT AND PERFORMANCE
see a growing emphasis on marketing investments &
measurability
lack technology to track value from their initiatives
IAB & Winterberry Group’s “The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight”
THE LOW-DOWN ON DARK SOCIAL
Defining Multi-Generational Dark Social
5
Photo credit: Remko van Dokkum via Visualhunt.com / CC BY
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 6
Defining Multi-Generational Dark Social THE LOW-DOWN ON DARK SOCIAL
Dark Social The previously untrackable multi-generational copy-paste sharing activity and downstream engagement for social content.
[dahrk soh-shuh l] -noun
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 7
How Does It Fit In To The Larger Social Advertising Pie? DEFINING DARK SOCIAL
Photo credit: CabooseSpiceCo via VisualHunt.com / CC BY
Collaboration Insure all internal & external teams are
communicating effectively about initiatives
Performance Efficient multi-network ad deployment and
optimization Measurement Proper attribution for all channels and generations of engagement
Intelligence Cross-channel real-time reporting for
paid, organic, creative and audiences
Visibility Data aggregation and normalization for deeper
visibility and control
What You Need To Make Social
Advertising ROI A Piece(s) Of Pie
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 8
The 1st Generation Of Activity DEFINING DARK SOCIAL
The first generation of engagement is produced
from users who are directly exposed to your content, and is widely
trackable
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 9
Multi-Generational & Dark Social Activity DEFINING DARK SOCIAL
! This is multi-generational & Dark Social activity "
3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL
Uncovering Why It’s So Critical
10
Photo credit: Remko van Dokkum via Visualhunt.com / CC BY
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 11
or more of sharing activity
Uncovering Why It’s So Critical 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL
Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed
70% of revenue
34% the conversion
rate
2X
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 12
share content online
Uncovering Why It’s So Critical 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL
The State Of Content: Rules of Engagement For 2016
75% trust content from
someone they know
72% will share content
from someone they know
73%
The Multi-Gen Dark Social Effect
ATTRIBUTION IS EVERYTHING
13
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 14
Total Campaign Budget
The Multi-Gen Dark Social Effect ATTRIBUTION IS EVERYTHING
$56,874
Assumed 58,725
Actual 195,750
Assumed 31,961
Actual 41,508
Assumed 3,899
Actual 5,819
Assumed $1.78
Actual $1.37
Assumed $0.97
Actual $0.29
Assumed 12.2%
Actual 14.0%
Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 15
Uncovering Why It’s So Critical 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL
Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed
Assumed $31,961
Actual $41,508
Takeaways
IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS
16
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 17
Takeaways IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS
Multi-Generational Dark Social Activity Is A Critical
Piece Of The Larger Social Advertising Pie
Multi-Generational Dark Social Activity Accounts For As Much As 70% Of Your
Content Shares
It Can Substantially Impact Reporting For Marketing
Initiatives (Especially Revenue Which Can Be 34%)
UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 18
Questions? Unified
Unified
GetUnified
Unified.com
marketing@unified.com