Dark Social - Michael Stricker at Brighton SEO - SEMrush

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August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Dark Social, Dark Web,
Dark Hat, Dark Times – Brighton Up
@radioms

@twitterhandle
@radioms
Michael Stricker
U.S. Marketing Director, SEMrush
• Leading digital marketing tool for competitive research
• Agency, sales support and digital marketing consultant
• 100s of successful campaigns 1,000,000s of impressions
• Speaker: ClickZ Live, HEROconf, Etail, SMX East
• Author: blogs CIO.com, Business2Community, SEMrush.com
• Consulted: Enterprise Brands;; 2Modern, AeroPostale, BET,
GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba
@radioms #SEMrushLive @radioms

@twitterhandle
An average 70% of social linking activity
obscures the referral source.
~ LUIS AGUILAR APRIL 30, 2015
http://contentmarketinginstitute.com/2015/04/dark-social-activity/
@radioms @semrush

@twitterhandle
87% of mobile user time is spent in Apps*.
Such activities are lost to the greater web.
*comScore Inc. December 2014
@radioms @semrush

@twitterhandle
Personalized Search creates faceted
results almost exclusive to individual
users.
@radioms @semrush

@twitterhandle
@radioms @semrush
Image © viewfromascope.com
Data is a point of light, in the past.
Darkness surrounds.
Meaning is
found in
patterns.

@twitterhandle
@radioms
Improve data collection & analysis.
Gather actionable social, referral,
attribution, mobile and local search data,
…then…
Apply that, to increase acquisition
and revenues
@radioms @semrush

@twitterhandle
Mobile = Dark Drive, Dark Apps
Txt = Dark Messages
Voice Search = Dark Voices
IoT = Hyper-Local, Hyper-Dark
Search = Dark Bubble
Darkalytics = Obscured Analytics
Dark Social = #BrightonUP
@radioms @semrush

@twitterhandle
Mobile Search has surpassed Desktop
Search in the U.S. and nine other nations.
~ Google
@radioms @semrush
Mobile = Dark Drive

@twitterhandle
Find data tools that research and present
in-depth, up-to-date Mobile Search data.
Compare static and mobile results
for both Paid and Organic.
@radioms @semrush
Mobile = #BrightonUP

@twitterhandle
Consumers spend as much as 86% of
their device time in Mobile Apps.
Average 3.3 hours per day.
~ Salesforce 2014 Mobile Behavior Report /
@radioms @semrush
Mobile = Dark Apps

@twitterhandle
@radioms @semrush
Mobile = Dark Apps
• Proprietary searches within Apps
• Ads within Apps,
• Emerging App ads networks
• Different ecosystem for App Store /
Google Play optimization conceals
much consumer behavior.

@twitterhandle
@radioms
@radioms @semrush
Mobile = Dark Apps
• Cost of this
marketing data
will go up.

@twitterhandle
@radioms
@radioms @semrush
Mobile = #BrightonUP
• Read, capture stats
• Track Mobile Search, Ads and Positions.
Hint: SEMrush Position Tracker
• Capture Facebook Audience Insights
and Twitter interests, affinities Affinio

@twitterhandle
A vast majority of the largest social
networks by usage are messaging
applications.
~ Mary Meeker, 2015 Internet Trends Report
@radioms @semrush
Txt = Dark Messages

@twitterhandle
@radioms @semrush
Txt = Dark Messages
• Local Venues, Travel, Directions
• Advice, Links, Photos
• Much intel gets lost in these Apps
• It’s hot.
• Who knew?

@twitterhandle
@radioms @semrush
Txt = Dark Messages
@$|^≠M¡F!

@twitterhandle
@radioms
@radioms @semrush
Messaging = #BrightonUP
• Start Now: spread brand’s handle:
Prevent reputation damage
Provide a listening post.
• Partner the platform. Engage for a
specific campaign or new release.
• Strategize: Suit content, tactics.

@twitterhandle
Google Now, Apple Siri and Microsoft
Cortana continue to grow in use.
@radioms @semrush

@twitterhandle
@radioms @semrush
• Proprietary data will evade capture
• Data owned by the service provider
• Expensive or unavailable to others

@twitterhandle
@radioms @semrush

@twitterhandle
@radioms
@radioms @semrush
Voice Search = #BrightonUP
• Consumer location and route data
• Routine commute routes
• Frequent stops along the way
• Watch for data providers to marry that with
purchase records, credit card use, product
data
• Optimize Maps data (Google, Apple, Bing)

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Fitness Wearables. Privacy (HIPAA).
Need I say more?
@radioms @semrush
IoT = Hyper Local, Hyper-Dark

@twitterhandle
@radioms
@radioms @semrush
• Data available in aggregate.
• A medical data firm experimenting in
early detection of treatable illness, e.g.
heart disease, hypertension, other risks.

@twitterhandle
@radioms @semrush
• Proprietary data will evade capture
• Data owned by the service provider
• Expensive or unavailable to others

@twitterhandle
@radioms
@radioms @semrush
IoT = #BrightonUP
• Will Fitbit and Nike start selling
hyper-local data to advertisers,
to track in-store and store proximity?
• Blood testing via smartphone
• Insurance company discounts?
• Chemical sensors detect smoking

@twitterhandle
Limited exposures tailored for individuals,
based on past behavior, queries, location.
@radioms @semrush
Search = Dark Bubble

@twitterhandle
@radioms
@radioms @semrush
Search = #BrightonUP
• Use data from multiple search engines
• Use Local Search data to suit geo
• Use Mobile Search data to better
approximate devices

@twitterhandle
Approximately 30% of website traffic is
driven by social media.
~ Shareaholic July 2014
https://blog.shareaholic.com/social-media-traffic-trends-07-2014/
@radioms @semrush

@twitterhandle
@radioms
@radioms @semrush
Darkalytics = #BrightonUP
• Create reports that combine multiple
Twitter and Facebook sources in one.
• Focus on performing networks
• Withdraw resources on platforms that
don’t deliver. Derive actionable tactics.
• See what content works.

@twitterhandle
Dark Social arrives on your website
missing tags that define the source. It’s
labelled “direct” in Google Analytics.
~ Shareaholic July 2014
https://blog.shareaholic.com/social-media-traffic-trends-07-2014/
@radioms @semrush

@twitterhandle
@radioms
@radioms @semrush
Darkalytics = #BrightonUP
• Set up Analytics Custom Segment
• Identify and track all visitors who:
(1) came to your website through
direct traffic and
(2) didn’t go through the homepage.
~ 5 Tools to Track Dark Social Sharing
http://www.socialmediatoday.com/technology-data/2015-03-27/5-tools-track-dark-social-sharing
March 27, 2015 Joao Romao

@twitterhandle
“Dark social”, phrase coined by Alexis C.
Madrigal, refers to cut-and-paste links
shared via emails, messaging apps, some
mobile applications and fora.
Much web traffic that’s not attributable.
@radioms @semrush
Dark Social

@twitterhandle
In North America, Dark Social accounts for
59% of all social sharing.
RadiumOne (http://info.radiumone.com/Activate-120414-DarkSocial.html)
@radioms @semrush
Dark Social

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Some mobile Apps (Facebook, Reddit),
are famously inconsistent at appending
tags to links when shared. Newer
platforms, (WhatsApp), do a better job.
@radioms @semrush
Dark Social

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Top categories for dark social sharing are:
• Arts and Entertainment
• Careers
• Travel
• Science
• Education
@radioms @semrush
Dark Social

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32% of surveyed people ONLY share
using Dark Social:
• emails
• text messages
• Ims
• forums
@radioms @semrush
Dark Social

@twitterhandle
@radioms
@radioms @semrush
• Dark Social sharing is rich with value.
• Carefully curated and handpicked.
• Links are being targeted (affinity and
shared interests)
• Sharer is motivated (implied value).

@twitterhandle
@radioms
@radioms @semrush
• Fix your links to work on multiple
browsers, mobile devices and OSs, and
while embedded in social platforms
central to your marketing.

@twitterhandle
@radioms
@radioms @semrush
• Install widgets (AddThis, ShareThis,
GetSocial.io, Post.io) then enable
Address Bar Tracking or Sharing of Links
(not just content) to capture metrics.
~ Luis Aguilar April 30, 2015
http://contentmarketinginstitute.com/2015/04/dark-social-activity/

@twitterhandle
@radioms
@radioms @semrush
• Install widgets to add trackable code to
URLs that are copied and pasted. A
short, trackable URL gets appended to
any text that’s copied and pasted into a
message. May inspire more avid sharing.

@twitterhandle
@radioms
@radioms @semrush
• Track your shared link referral traffic.
Use link shortenersthat offer click metrics,
such as ow.ly, bit.ly.
• Some offer insights into shares & clicks by
URL, sharing channel, and country.
• Use that data to focus effort.
• Fuel for retargeting paid campaigns.

@twitterhandle
@radioms
@radioms @semrush
• Guides Content Marketing:
• Some content, to the right audience
(geo, age) begs to be shared privately,
like guilty pleasures.
• Some is prestigious when shared, as
erudite or entertaining.

@twitterhandle
@radioms
@radioms @semrush
#BrightonUP
• Clean up your data analytics
• Implement tracking widgets
• Shine what light you can
• ACT on results. Data is always in the
past, and seldom perfect. The best way
to finish first is to begin now.

@twitterhandle
@radioms
Questions?
@radioms @semrush

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@radioms
#BrightonUP!
@radioms @semrush
FREE Demonstrations Available
FREE No-Obligation Trials

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@radioms
Thank you!
@radioms @semrush

@twitterhandle
@radioms
SEMrush is the World’s Leading
Digital Marketing Data Suite for
Keyword and Competitive Research.
Versatile. Affordable.
Now: Competitive Social Reporting
@radioms @semrush

Dark Social - Michael Stricker at Brighton SEO - SEMrush

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