DARK SOCIAL & CONNECTIONS THAT MATTERd3hip0cp28w2tg.cloudfront.net/uploads/2016-12/... · © 2016...
Transcript of DARK SOCIAL & CONNECTIONS THAT MATTERd3hip0cp28w2tg.cloudfront.net/uploads/2016-12/... · © 2016...
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
DARK SOCIAL & CONNECTIONS THAT MATTER
@tucksterspage [email protected]
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Understanding meaningful moments to help brands create connections that matter
“Moment marketing is the ability to take advantage of an event to deliver relevant and related seemingly spontaneous and often fleeting interactions with customers in real-time”
William Grobel, Senior Manager, Deloitte Digital
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
oreo
You can still dunk in the dark
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Snickers more satisfying than Italian
You can still dunk in the dark
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
You should know your audience
Should plan ahead and anticipate
Be agile
Branding
Know what you are doing
Expect that some attempts will nose dive
1.2.3.4.5.
How To Leverage Meaningful Moments
6.
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Consumer-Powered Marketing™
Connections that matter most to your brand
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Funnel to Loop…
resulting in outcomes that are accountable and lead to greater consumer loyalty
Initial ConsiderationSet – Many Options
Trigger
Momentof purchase
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
TWITTERUSERS TWEET
347,200
FACEBOOKUSER LOGINS
701,000
INSTAGRAMUSERS POST
123,060NEW PHOTOS
EMAILUSERS SEND
150,000,000MESSAGES
YOUTUBEUSERS VIEW
2,780,000VIDEOS
WHATSAPPUSERS SEND
20,800,000MESSAGES
GOOGLESEARCH QUERIES
2,400,000
Source: ‘What happens in an internet minute? Excelacom, Inc. 2016
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
1. The term Dark Social was coined by Alexis C. Madrigal, tech editor at Atlantic.com in 2012, to refer to web traffic that comes from outside sources that analytics are not able to track.
2. Dark Social happens when someone shares a link by copying and pasting content into private communications such as instant messengers, emails and forum posts.
What is Dark Social?
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
82%of Global Sharing
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Sharing IS CARING
92%of people trust a recommendationover any other form of advertising
57%of all sharing via email is people
making a recommendation
Source: AdShopper Survey, 2016
Website visitors who come from social referrals spend ~$10 more59% of millennials rely on their
friends and family to make purchasing decisions
40%of shoppers find out about
new brands from their social networks
What’s a “share” worth to your brand?Email: $12.41
Google+: $5.62
Twitter: $1.03Pinterest: $0.67
Facebook $0.80
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Dark Social By Category
Source: RadiumOne Po.st social data, February 1-29, 2016
63%68%
61%52%
39%
86%
40%
60%
TECHNOLOGY
ENTERTAINMENT
FOO
D &
DR
INK
FINANCE
AUTOMOTIVE
SPORT
TRAVEL
RETAIL
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
How do Foodies share recipe content?How do Foodies share content in general?
66%Facebook
14%Dark Social
11%Twitter
66%Facebook
9%Instagram & Other
96%Dark Social
1%Twitter
2%Facebook
1%Instagram& Other
96%Dark Social
The How: Dark Social is the preferred method of sharing for your most engaged customer base
Source: Grocery Engagement, last 30 days
Facebook Dark Social Twitter Instagram & Other
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The When: Sales data only shows one point in the customer journeyWe can help you uncover how shoppers arrive at a purchase
Online Grocery Basket Conversions: Index by Day
Source: Grocery Engagement, last 30 days
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
120
115
110
105
100
95
90
85
80
Basket Sales
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Consideration period: Uncovered bytracking Dark Social Sharing
Source: Grocery Engagement, last 30 days
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
120
115
110
105
100
95
90
85
80
Recipe Views Shares Basket Sales
The When: Harness Dark Social sharing for insight into how your shoppers are making evaluating your offeringRadiumOne’s unique lens on connected data can uncover shopper behaviour before purchase
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
The What: Dark Social can provide strong, relevant signals of intentWe know what recipes and food each of your target audience wants, at scale
We guarantee the right message: RadiumOne can segment your target audience based on their shopping and sharing behaviourso that you align the right creative message with the right customer.
179,014
218,416
238,677
265,560
315,723
358,486
456,134
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000
Other Meat
Beef
General Recipe
Fish
Desert
Chicken
Vegetarian
What Recipes to Foodies Want?
2.8mTargetable Shoppers
Source: Grocery Engagement, last 30 days
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Browsing Recipes
61%Mobile
39% Desktop
Purchasing Basket
68%Desktop
32% Mobile
Source: Grocery Engagement, last 30 days
Mobile Desktop
The Where: Different devices for different shopper missionsOur insight tells us that both mobile and desktop advertising will play a crucial role in food media campaigns
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Be Relevant with Dynamic Creative How does this work: The messaging and content within the creative can be changed dynamically using weather feeds, location, time and/or RadiumOne audience. The dynamic creative makes the ad more relevant and appealing to the user and allows the brand to appear more connected. This feature can be applied to various ad formats.
Dynamic Elements based on time of day/week, weather and audience
These are not official ads. These are creative ideas produced by RadiumOne
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
SHARING =The most valuable indicator ofconsumer interest and intent
182%UPLIFT IN CONVERSIONS*From consumers who have shared
Source: RadiumOne US proprietary research across 260 campaigns and 8m dollars in ad spend 2016
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MOST BRANDSCAN’T KEEP UP
ConsumerSharing is
Evolving Fast
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& EMOTIONS AREUNPREDICTABLE
ConsumerSharing isEmotional
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
Technology Has a Solution- Which Flips Marketing on Its Head
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The BiggestMisconceptionIn Marketing
Social =Facebook
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The Sharing Economy
+
Public Social Dark Social
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Brands Lighting Up The Dark
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
RADIUMONE HARNESSED OVER 3M CONSUMERS ENGAGING WITH TESCO CONTENT. WITH SHARERS PERFORMING 9X BETTER THAN THE AVERAGE USER, RADIUMONE DROVE ENGAGED CUSTOMERS INTO STORES.
© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.© 2016 RadiumOne, Inc. Private & Confidential. All rights reserved.
HOW A LEADING HEALTH AND BEAUTY RETAILERINCREASED ROI BY10X AT CHRISTMAS WITH A CROSS-SCREENCAMPAIGN FUELLED BY DARK SOCIAL DATA
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o Wrap & track your content, all of it
o Ensure you have visibility into dark social, it could be that you are missing 70% of the leads available to you
o Work with providers who can gather and activate the data in real-time, not weeks and months
o Operate & execute across all channels, as your customers do
WHATTO DO NEXT?
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THANK YOU