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SOCIAL@daveduart

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DARKTRACKING THE INVISIBLE

How did you hear about tonight’s Heavy Chef event?

Dark Social Media

Most social sharing happens through dark channels

EMAIL

5

1971 -

The most intimate kind of sharing happens in the DARK

So how do you measure the ROI of this kind of sharing?

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

Clicks suck

Because Linkbait

Pageviews suck

Views Suck

Followers Suck

Influence by numbers

Even “Shares” Suck

YOU WON’T BELIEVEHOW UPWORTHYARE SOLVING IT

ATTENTION RULES

The Financial Times recently announced that it will sell display ads based off the time its

audience spends with content.

Total Time Reading

BEST PLACE ON A SITE FOR A WEB BANNER?

5000 clicks0:10

500 clicks2:00

Which would you rather have?

WHAT’S YOUR ONE TRUE METRIC?

HOW COMPELLING?

Behavioural insight Social Tech

Scientific Benefit

One million page views! 50,000 signups!

Five million posts! 165 million active users!

Theory of change

Linking a social signals to business outcomes

How do you measure success on Snapchat?

Make it real

MAKE IT COUNT