Dark Social Is The Most Important Marketing Data You're Not Tracking
Transcript of Dark Social Is The Most Important Marketing Data You're Not Tracking
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Dark Social Is The Most Important Marketing Data Brands Are Not Tracking
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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
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Common Marketing Camp-PAINS
WHAT MARKETERS ARE STRUGGLING WITH
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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”
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THE LOW-DOWN ON DARK SOCIAL
Defining Multi-Generational Dark Social
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Photo credit: Remko van Dokkum via Visualhunt.com / CC BY
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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
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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
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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
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Multi-Generational & Dark Social Activity DEFINING DARK SOCIAL
! This is multi-generational & Dark Social activity "
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3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL
Uncovering Why It’s So Critical
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Photo credit: Remko van Dokkum via Visualhunt.com / CC BY
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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
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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%
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The Multi-Gen Dark Social Effect
ATTRIBUTION IS EVERYTHING
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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
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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
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Takeaways
IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS
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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%)
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