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.


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


oreo

You can still dunk in the dark


Snickers more satisfying than Italian

You can still dunk in the dark


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.


Consumer-Powered Marketing™

Connections that matter most to your brand


Funnel to Loop…

resulting in outcomes that are accountable and lead to greater consumer loyalty

Initial ConsiderationSet – Many Options

Trigger

Momentof purchase


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?


82%of Global Sharing


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


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


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


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


Monday Tuesday Wednesday Thursday Friday Saturday Sunday

120

115

110

105

100

95

90

85

80

Basket Sales


Consideration period: Uncovered bytracking Dark Social Sharing


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


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



Browsing Recipes

61%Mobile

39% Desktop

Purchasing Basket

68%Desktop

32% Mobile


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


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



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


MOST BRANDSCAN’T KEEP UP

ConsumerSharing is

Evolving Fast


& EMOTIONS AREUNPREDICTABLE

ConsumerSharing isEmotional


Technology Has a Solution- Which Flips Marketing on Its Head


The BiggestMisconceptionIn Marketing

Social =Facebook


The Sharing Economy

+

Public Social Dark Social


Brands Lighting Up The Dark


RADIUMONE HARNESSED OVER 3M CONSUMERS ENGAGING WITH TESCO CONTENT. WITH SHARERS PERFORMING 9X BETTER THAN THE AVERAGE USER, RADIUMONE DROVE ENGAGED CUSTOMERS INTO STORES.


HOW A LEADING HEALTH AND BEAUTY RETAILERINCREASED ROI BY10X AT CHRISTMAS WITH A CROSS-SCREENCAMPAIGN FUELLED BY DARK SOCIAL DATA


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?


THANK YOU

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