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Dark Social - Planning For The Next Marketing Trend

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There is no doubt that content, conversations and usage of dark social is growing. Chats, closed communities, groups and direct messages are fast becoming the number one way for people to communicate online. This presentation talks about the Dark Social trends thats upon us, and how as marketers we can leverage #darksocial to reach more customers and spread more content! If you'd like to chat more about Dark Social, get in touch --->

Publicado en: Marketing
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Dark Social - Planning For The Next Marketing Trend

  1. 1. Hi. I’m Kirsty Sharman from
  2. 2.
  3. 3. Co-Founded Africa’s largest Influencer Marketing Platform. 30 000+ influencers, 6000 marketers. 500+ Brands Barclays, Lego, Vodacom, Lufthansa, Microsoft, PayPal, Burger King, Etc! 5 Years Background in performance media and digital press.
  4. 4. Today we’re going to talk about Dark Social.
  5. 5. “Dark social is a term coined by Alexis C. Madrigal, a senior editor at The Atlantic, to refer to the social sharing of content that occurs outside of what can be measured by Web analytics programs.”
  6. 6. So. How big is Dark Social? Really.
  7. 7. Based on a sample of 100 million posts published in 2017, social sharing of content has been cut in half since 2015.
  8. 8. In the last year-and-a-half, Dark Social shares as a percent of on-site shares jumped from 69% to 84% globally.
  9. 9. “Vice Media, one of the most closely watched companies to have built a large, young audience, missed its 2017 revenue targets by $100m” BuzzFeed, which specialises in news and entertainment — and has pushed heavily into video — also missed its targets for the year. Mashable, once among the most talked about online news operations, was recently sold for a knockdown price.
  10. 10. Ok, so Dark Social is big.
  11. 11. Here are six tips on how to leverage it...
  12. 12. 1) Organic reach is back! Tip: Social Networks are currently overcompensating for the mess that was called a ‘news feed’ in 2017 - they see group content as highly valuable, and filter it to the top! Everyone is going after comment trains on the feed, try do it in groups instead ;)
  13. 13. 2) Content Distribution has a new starting point Tip: Outreach has changed! Find closed groups and communities that are interested in your niche, and you’ll find an efficient (FREE) way to get your content in front of the right people, at the right time.
  14. 14. 3) Design for one-to-one conversations, not one-to-many Tip: If email marketing taught us one thing, it’s that personalization makes an impact. When chatting to your customers off the feed, use the opportunity to get personal.
  15. 15. 4) Dark Social is more than just messenger apps Tip: Fortune favours the brave! If you build your marketing plan knowing the next trend, you’ll be one step ahead of your competitors.
  16. 16. 5) Scaling conversations will be our next challenge Tip: Learn about this now, it will be a BIG career advantage in the years to come.
  17. 17. 6) Think about your CTA, it’s time to try something new! Tip: We’ve spent years mastering the art of getting people to click. Now it’s time to master the art of getting people to chat!
  18. 18. Still not sure? Let’s run an experiment...
  19. 19. IG: @KirstyCarrot
  20. 20. How many of you shared via Story? How many shared via Direct Message? How many of you planned for either of those options on your last marketing campaign?