Dark Social Is The Most Important Marketing Data You're Not Tracking

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


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


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


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


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


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


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


share content online


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


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%





Assumed $31,961

Actual $41,508

Takeaways

IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS

16


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%)


Questions? Unified

Unified

GetUnified

Unified.com

[email protected]