Brands are missing out on a massive amount of campaign performance—70% of it to be exact. This unattributed data, appropriately dubbed Dark Social, is not only the potential difference between making and missing important business goals, but is also a concept that so many marketers don’t even know exists.

1. 1
Dark Social Is The Most
Important Marketing
Data Brands Are Not
Tracking

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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

3. Common Marketing Camp-PAINS
WHAT MARKETERS ARE STRUGGLING WITH
3

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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”

5. THE LOW-DOWN ON DARK SOCIAL
Defining Multi-Generational Dark Social
5
Photo credit: Remko van Dokkum via Visualhunt.com / CC BY

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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

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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
optimizationMeasurement
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

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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

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Multi-Generational & Dark Social Activity
DEFINING DARK SOCIAL
! This is multi-generational & Dark Social activity "

10. 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

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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

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share content online
Uncovering Why It’s So Critical
3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL
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%

13. The Multi-Gen Dark Social Effect
ATTRIBUTION IS EVERYTHING
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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%
Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed

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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
Assumed
$31,961
Actual
$41,508

16. Takeaways
IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS
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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%)

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