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SOCIAL@daveduart
e
DARKTRACKING THE INVISIBLE
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How did you hear about tonight’s Heavy Chef event?
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Dark Social Media
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Most social sharing happens through dark channels
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5
1971 -
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The most intimate kind of sharing happens in the DARK
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So how do you measure the ROI of this kind of sharing?
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38 bounce
5 don’t scroll
Which leaves you with just 45
100 people come to your (rather average) website:
12 don’t let you finish
YOUR ACTUAL AUDIENCE
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Clicks suck
Because Linkbait
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Pageviews suck
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Views Suck
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Followers Suck
Influence by numbers
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Even “Shares” Suck
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YOU WON’T BELIEVEHOW UPWORTHYARE SOLVING IT
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ATTENTION RULES
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The Financial Times recently announced that it will sell display ads based off the time its
audience spends with content.
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Total Time Reading
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BEST PLACE ON A SITE FOR A WEB BANNER?
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5000 clicks0:10
500 clicks2:00
Which would you rather have?
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WHAT’S YOUR ONE TRUE METRIC?
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HOW COMPELLING?
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Behavioural insight Social Tech
Scientific Benefit
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One million page views! 50,000 signups!
Five million posts! 165 million active users!
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Theory of change
Linking a social signals to business outcomes
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How do you measure success on Snapchat?
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Make it real
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MAKE IT COUNT