dark social webinar
TRANSCRIPT
Thursday 26th October 2017
@Jeremy Waite | IBM Evangelist
#DarkSocial
#DARKSOCIAL
Dark Social Dark Data Dark Martech
Dark Social
Dark Data
Dark Martech
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“In marketing, creepy means relevant”. SCOTT GALLOWAY
What is Dark Social?
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1. DARK SOCIAL is the traffic generated from referrals on private channels that are not tracked by most current analytic tools. The term was first coined in 2012 by Alexis Madrigal for The Atlantic.
55%-70% Of Dark Social Shares Are Actually URL Copy/Paste.
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2. DARK SOCIAL sharing is happening every day on Email, Messaging Apps (WhatsApp, WeChat, Facebook Messanger, etc...) and secure browsers (HTTPS to HTTP) as well as platforms like SnapChat. Mobile devices account for the largest source of dark sharing.
Dark Social is the traffic generated from referrals on private channels that are not tracked by most current analytic tools.
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3. DARK SOCIAL is a 1:1 or 1: Few share. Dark sharing is more private and therefore tends to be more honest and organic.
What you share in an email or text message is most likely not what you would share to your Facebook page or Twitter feed.
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4. DARK SOCIAL accounts for 84% of consumers’ outbound sharing from publishers’ and marketers’ websites, yet 90% of social marketing ad budgetsgoes directly to social networks.
Dark social sharing activity can fuel and inform more effective paid media results.
Without it, KPI's are significantly underreported.
5. DARK SOCIAL can be measured, but note nothing currently available delivers 100% of all shares.
1. Google Analytics that tracks visitors who come to your website via direct search, but don’t go through your homepage (Social Media Today has detailed instructions on how to do this).
2. AddThis provides social engagement tools, APIs and services personalizing websites for engagement, monetization, and traffic boosting.
3. GetSocial.io is an app store for all your social media needs, from awareness to conversion. You can create an account through their website or download their Wordpress plugin or Shopify App.
4. ShareThis offers a sharing tool that enables people to share any piece of content on the web with friends through e-mail, direct message, or text message.
5. Po.st is owned and operated by well-known RadiumOne and allows users to share content and also provides publishers with new revenue opportunities and comprehensive analytics tools. Like all the above-mentioned tools, po.st also tracks dark social sharing and is quite active writing about it.
6. Attach Urchin Tracking Module (URM) codes to URLs.
Why Should You Care About Dark Social?
Most Consumers Believe Marketers Should Limit the Personal Data They Collect
More than half of US and UK smartphone owners say advertisers should not be collecting any data at all
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The appeal of mobile messaging apps continues to spread…
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Why Facebook Messenger is appealing to brands
Large user base: Messenger has 1.2 billion users worldwide, according to Facebook.
Marketing offerings: Messenger is building capabilities for brand awareness, customer acquisition, sales and customer care.
Ability to start small and expand: Brands can use Messenger in two basic ways: by answering messages manually (with limited automation) or by creating a bot.
Of the 65 million Pages on Facebook, more than 20 million use Messenger, Facebook says.
Many brands use Messenger, but few are using a chatbot at this point
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How businesses can use Messenger for advertising
Sponsored Messages: Allow advertisers to send Messenger messages to users who have an open, existing conversation with a company. The aim is to promote re-engagement with a bot or Messenger service.
Messenger Ads: Ads placed on the Messenger home screen; can link to a website or a Messenger experience.
Click to Messenger Ads: Send traffic from Facebook or Instagram to a Messenger bot. Brands can create a specific entry message on Messenger that users will see after clicking the ad, and can customize their bot replies to drive whatever outcome they want to achieve.
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Why Whatsapp is appealing to brands
• Brands see opportunity, however, and are using WhatsApp despite the drawbacks
More digital buyers said they used WhatsApp to share reviews compared with WeChat, YouTube or Snapchat for that purpose
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How businesses can use WhatsApp for sales
Facilitate the process: Since transactions can’t yet be completed directly on the app, brands can use it to assist the sales process.
Agent Provocateur: During the 2016 holiday season, the upscale lingerie chain launched a WhatsApp service that let a customer and her partner connect with a store employee who could help select gifts that the customer might like. The service aimed to make the idea of shopping for lingerie gifts less uncomfortable.
Yoox Net-a-Porter: The online luxury retailer already uses WhatsApp to enable its personal shoppers to communicate with customers. But it is exploring ways to sell products through the app, too.
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The bulk of 2017’s new users (63%) will come from five countries—China, India, the US, Indonesia and Brazil
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The messaging landscape has changed considerably over the past four years
A majority of mobile internet users in Asia-Pacific, Latin America, Europe and North America will use mobile messaging apps in 2017.
Four years ago, this was not the case in Central and Eastern Europe or North America.
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Four other factors are encouraging consumers to use messaging apps
Cost savings: Chat apps offer a way for mobile users to skirt carrier charges for SMS/MMS.
Spam avoidance: In some countries, the SMS channel is riddled with spam—chat apps are a cleaner alternative.
Flexibility: Chat apps enable multiple modes of communication: text, voice and video.
Features: Chat apps have evolved into platforms that enable users to do more than communicate, including playing games, listening to music, shopping, etc.
What Does The Research Say?
Econsultancy / Watson Marketing 2017 research
Preliminary data
Leaders vs. MainstreamProportion of companies currently using these tactics, technologies or strategies
8%
14%
16%
15%
34%
47%
19%
21%
23%
25%
46%
47%
Product recommendations powered by chatbots / AI-powered chat
Computer-powered chat (on social media channels or messaging apps)
Computer-powered chat (on-site)
Voice technology / interfaces
Live chat with a human (on social media channels or messaging apps)
Live chat with a human (on-site)
Leaders
Mainstream
You said your company is currently using or planning to use live chat with a human on social channels or messaging apps. Which of the following channels or apps are you using or planning to use?
16%
17%
21%
36%
42%
47%
56%
64%
19%
17%
21%
22%
26%
19%
18%
20%
9%
9%
14%
11%
12%
9%
11%
9%
56%
57%
44%
31%
20%
25%
15%
7%
Snapchat
Facebook Messenger
Currently using Planning to use in the next 12 months Planning to use by 2020 No plans to use
Leaders vs. MainstreamProportion of companies currently using the following channels or apps(those currently using live chat with a human on social channels or messaging apps)
15%
14%
18%
36%
38%
46%
56%
63%
20%
25%
29%
39%
52%
52%
56%
67%
Snapchat
Facebook Messenger
Leaders
Mainstream
You said your company is currently using or planning to use computer-powered chat on social channels or messaging apps. Which of the following channels or apps are you using or planning to use?
16%
16%
25%
26%
36%
37%
38%
49%
24%
21%
21%
26%
30%
26%
21%
24%
9%
13%
15%
13%
15%
15%
13%
14%
51%
50%
39%
35%
19%
22%
28%
13%
Snapchat
Facebook Messenger
Currently using Planning to use in the next 12 months Planning to use by 2020 No plans to use
Leaders vs. MainstreamProportion of companies currently using the following channels or apps(those currently using computer-powered chat on social channels or messaging apps)
12%
12%
24%
20%
36%
34%
31%
46%
27%
29%
33%
39%
43%
43%
46%
58%
Snapchat
Facebook Messenger
Leaders
Mainstream
What’s the REAL problem With Dark Social?
MARKETING IS NOT THE WAY FORWARD
50% Go Online To Waste Time
“TIME YOU ENJOY
”
JOHNLENNON
WASTINGIS NOT WASTED TIME.
43 1 in 5 RETAILERS ABANDONING APPS
Conversational Commerce
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THE NORTH FACE JACKET FINDERPOWERED BY EXPERT PERSONAL SHOPPER
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain46
There has been a massive change in how people engage with brands…
www.thenorthface.com/xps
What Can You Do About Dark Social?
1. Customer or Product Support2. Product and Sales3. Marketing & PR4. Community5. Corporate Communications6. Crisis7. Support
Create a Real-TimeConversation Index
qWho are your customers? DEMOGRAPHICS
qWhat are they saying? KEYWORDS
qWhere did they talk? PLATFORMS / NETWORKS
qWhy did they talk? TRENDS
qWhen did these conversations happen? RECENCY
DEMOGRAPHICS | PSYCHOGRAPHICS | BEHAVIOURGRAPHICS
WATSON MARKETING INSIGHTSMONEYBALL METRICS
PersonalityInsights
KeywordExtraction
ImageLink
Extraction
LanguageDetection
RelationshipExtraction
Feed Detection
Sentiment AnalysisDialogConcept
Expansion
Visual Recognition
Concept Insights
Concept Tagging
Language Translation
Natural Language Classifier
Retrieve&
RankText ToSpeech
AuthorExtraction
ToneAnalyzer
Taxonomy
Message Resonance
ImageTagging
Text Extraction
Watson News
Speech to Text
TradeoffAnalytics
Entity Extraction
Face Detection
VideoAugmentation
Factoid Pipeline
Case Evaluation
KnowledgeCanvas
Q&A Qualification
CriteriaClass.
PolicyIdentification
Fusion Q&A
Risk Stratification
Usage Insights
Answer Generation
DecisionOptimisation
EmotionAnalysis
KnowledgeGraph
Decision Support
Knowledge Studio Service
Statistical Dialog
Easy Adaptation
Question&
Answer
Speech to Text
IBM.com/Watson
PersonalityInsights
Sentiment Analysis
Visual Recognition
Natural Language Classifier
ToneAnalyzer
ImageTagging
EmotionAnalysis
IBM Watson API’s
@Jeremy Waite | Evangelist @IBM
Thank You.
11/15/1753