WHAT THE HECK ISDARK SOCIAL?...nonprofit • Passionate about clean, accurate data analysis, good...
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® WHAT THE HECK IS DARK SOCIAL?
Transcript of WHAT THE HECK ISDARK SOCIAL?...nonprofit • Passionate about clean, accurate data analysis, good...
®
WHATTHE HECKISDARK SOCIAL?
ABOUT LINDSAY PUGH
• Digital Marketing Strategist at Something Digital
• Provides digital marketing services, strategy, and support for a variety of clients, from ecommerce to nonprofit
• Passionate about clean, accurate data analysis, good UX, and creative content marketing
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ABOUT SOMETHING DIGITAL
• An interactive agency specializing in ecommerce, website design, digital marketing, & user experience
• Founded in 1999
• A full-service boutique, capable of bringing a vision from concept to launch–and beyond
• A unique place, where people excel, and everyone gets invited to dinner
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BETTERANALYTICSEQUALSSMARTERMARKETINGDECISIONS
Review the standard campaign tracking process.
Define dark social.
Discuss dark social statistics.
Look at examples of dark social.
Learn how to measure dark social.
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OBJECTIVES
Review the standard campaign tracking process.
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Shared links on social media platforms are trackable, even if they don’t have utm parameters.
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Google Tag Assistant can lend transparency to this process.
Links on social can also be appended with utm parameters and shortened.
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Bit.ly is useful for organic social Paid ads include utm in the template
Even links shared in private messages and IG bios and stories are appended with referrer urls.
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A click on this link ^ registers as Source = Instagram in Google Analytics
Define dark social.
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Coined in 2012, dark social refers to all social shares that can’t be directly measured using GA.
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2017 UPDATE
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Tracking has improved since 2012. For
example, it’s now possible to track in-
app link shares through Facebook
Messenger and Instagram DM.
Within apps like Facebook & Instagram, default link share options often contain utm parameters.
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No matter where I share, the parameters are the same
Source = Instagram stays consistent
Discuss dark social statistics.
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Mobile shares are especially problematic. If someone is sharing on mobile, it’s 82% likely to be a dark share.
Source: Right Mix Marketing
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Holiday dark social stats for common industries:
Source: RadiumOne Sharing Analytics Account Data & RadiumOne Purchase Data, 11/11/2016-1/1/2017
Look at examples of dark social.
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Native email sharing, aka finding something cool and sending it to a friend via email.
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Even though I shared these links in an email, GA tracks them as direct traffic
Texting and in-app messaging. Think about how many people you send links to via iMessage, WhatsApp, and Snapchat.
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Both of these links, from iMessage and Snapchat, would should up as direct traffic in GA
Work chat. Ever share a link with your co-worker via Slack, HipChat, or Google Hangouts?
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Learn how to measure dark social.
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Create an advanced secondary dimension in Google Analytics that excludes easy to remember urls.
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Make it easy to share on your site.
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Use social sharing tools to monitor.
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Source: VOL OMNI
Correctly measuring all social will be key for successful digital marketing in 2018.
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BETTERANALYTICSEQUALSSMARTERMARKETINGDECISIONS
Review the standard campaign tracking process.
Define dark social.
Discuss dark social statistics.
Look at examples of dark social.
Learn how to measure dark social.
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OBJECTIVES
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Q&A
