Dark Social & Dark Patterns Insights
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Komfo & Pentia Webinar: Part 1 with Astrid Haug Dark Social. What is it? And what impact does it have on your digital presence? You are getting a lot of traffic on you website, you don't know anything about. It's called Dark Social. During this webinar we'll explain what it is and address the challenges. Astrid Haug from Komfo: Author, advisor and one of Denmark's most renowned social media experts. Astrid is known from #dkpol on TV2NEWS. Astrid also works for Komfo, a world leader within social media monitoring and services
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Dark Social & Dark Patterns Insights
- 1. Dark Social & Dark Patterns
- 2. Vera Verkooijen Partner relations & events Komfo Laura Forne Elkow Customer relations manager Komfo Lisbeth Partner Director @Lisbethchawes This is who you’re listening to Astrid Social media consultant @astridhaug
- 3. Agenda
- 4. Where does dark social come from?
- 5. Where does dark social come from?
- 6. How much traffic comes from dark social? Dark social x4 Traffic from social
- 7. Dark social share by sector Get insights into dark social
- 8. Paradox: We want to increase sharing but we want to reduce dark social
- 9. @lisbethchawes 3 Tools To Reduce (Social) Data Illiteracy
- 12. See how your brand or product get mentions
- 13. • Embrace dark social • Encourage social sharing • Reduce data illiteracy
- 14. How to bridge the gap?
- 15. Not all social shares are equal
- 17. Get insights on how your website gets shared Searchmetrics Chartbeat
- 18. Connect Google Analytics with Social
- 19. @lisbethchawes See how social contribute to the bottom line
- 20. What’s next?
- 22. Komfo Connect
Notes de l'éditeur
- Komfo is on a journey where we are going from being the your Social Media Marketing tool to being the social hub enriching data and allowing data to flow freely. Because this is the reality. Handling SoMe is not a separate silo. In Komfo, we have a vision of being the center of social data, enriching data inside Komfo and providing social data to the rest of the organization. We believe that data should not stay locked into one department of the company. All teams should gather and share information, and thus put together the pieces of the puzzle. So, we have started integrating with the customer service tool Zendesk. And in this way you can today send incoming messages from Facebook directly to the support team working in Zendesk (if they are not already today using Komfo). Next step is making an integration with our partner Sitecore, customer experience management software. In their new version (sitecore 8) social data from Komfo will be part of the experience data that Sitecore gathers today. And in this way you can take your custom audiences from Sitecore (e.g. people who have bought a certain product on your webiste) and target them directly with messages on your social platforms. And this can be done automatically so you don’t have upload your updated files with audiences manually as it works today. ____________ Louise is helping our customers and partners to successfully integrate their IT systems with Komfo, and to utilize Big Data in the best way. One of the greatest challenges for large companies in the near future will be to effectively gather, sort, and analyze their data that keeps pouring in from all directions. Already 3,3 mio. Sources. Your goldmine. Delivering data for CRM, Business analysis. You guys in social will be very interesting to other business units. Customer experience – Sitecore, Episerver, SAS – offline football boot buying – target him when the season starts. Out: exporting data to other business units – (Customer service, business analysts, management) to get value of of social.
- This model illustrates a simple work flow model where collaboration is key. Who is going to lead these operations? Do they have enough power? Which tasks do you already master and where do you need to find help somewhere else? Are your marketing’s digital ads buying profile strong enough? Marketing wins in most cases, but needs to evolve as a team.