Lighting Up The Dark - Harnessing the Power of Consumer Connections | Benchmark Search Conference 2015
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From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Rupert Staines, Click Consult, @docDarkSocial - Lighting Up The Dark - Harnessing the Power of Consumer Connections. #benchmarksearchconf
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Lighting Up The Dark - Harnessing the Power of Consumer Connections | Benchmark Search Conference 2015
- 2. CONNECTING AUDIENCES EVERYWHERE PROGRAMMATIC ADVERTISING LEADERS WWW.RADIUMONE.COM 10 B I L L I O N S O C I A L S H A R I N G S I G N A L S 900 M I L L I O N U N I Q U E U S E R S 800 T H O U S A N D B I D D I N G D E C I S I O N S P E R S E C O N D 400+ E M P L O Y E E S 27 C O U N T R I E S 1 C O N N E C T E D P L A T F O R M
- 3. DARK SOCIAL D O Y O U R E A L L Y U N D E R S T A N D Y O U R D I G I T A L A U D I E N C E S ?
- 5. A SOCIAL NETWORK TWICE THE SIZE OF FACEBOOK
- 11. U K 82% of the UK population share content online (more than most other countries) , with the 55+ also showing great appetite for it (73%) 91% sharers use any dark social platform; nearly a third of online sharing is ONLY Via DARK SOCIAL (higher (26%) among 55+) 82% 91%
- 12. U K Email is more important than social networks (77% vs 74%) Sharing occurs across ALL occasions, with 3 in 5 sharing when watching television 77% 74%
- 13. 13
- 14. 14
- 15. CRM www. APP P R O B L E M
- 16. O P P O R T U N I T Y CRM www.APP
- 18. E V E R Y L I T T L E H E L P S
- 19. Po.st Share Po.st URL Web Site Data Real Time Audience Segments 1 . W H Y E V E R Y S H A R E C O U N T S F O R T E S C O
- 20. O U R P A T E N T E D A L G O R I T H M S H A R E G R A P H ™ W I L L T U R B O P O W E R Y O U R A D R E S U L T S Recency, Frequency, Content, Return path SHAREGRAPH™ 2 . A U D I E N C E S C A L E W I T H S H A R E G R A P H ™ A M P L I F I C A T I O N
- 21. 3 . R E S U L T S 500k engaged Users (3 months) 20% below CPA goal 22% click to conversion rate, outperforming PPC! 3 . R E S U L T S
- 23. PO.ST URL links, across artist social channels. PO.ST Share on artist sitesECRM data capture 1 . I N T E L L I G E N C E – H O W W E C O L L E C T A U D I E N C E ?
- 24. Tier 1 – Superfans = 15+ unique interactions in the last 60 days Tier 2 – Engaged Fans = 10 -14 unique interactions with the artist Tier 3 - Interested Users = 5 – 9 unique interactions with the artist Tier 4 – Casual Conversationalists = 0 – 4 interactions with the artist Casual Conversationalists Interested Users Engaged Fans Super Fan 2 . I N S I G H T : I D E N T I F Y I N G A R T I S T F A N S
- 25. Single customer view across each label and artist live with R1 Po.st Tools 130 Million Music Fans analyzed Artist Data seamlessly linked to Media delivery Consistently out perform client engagement benchmarks: Mobile Media: +16% Online Display: +103% Video: +31% Key Programmatic and Audience partner for UMG 3 . R E S U L T S
Editor's Notes
- Pillar 1 - INTELLIGENCE: Fresh, proprietary party data generated from our own 1st party tools. Pillar 2 - ACTIVATION: A DMP powered by patented audience amplification technology, directly connected to a DSP that spans across Social, Desktop, Mobile & Video. DATA CONNECTED TO DELIVERY. Pillar 3 - INSIGHTS: Analyzing data in real time feedback to fuel programmatic delivery
- Or the recent Troye Civan campaign we ran in Australia with universal Music. Using Dark Social software (sharing widgets and a URL shortener) the paid media campaign achieved 600K viewthrus in the first 2 days on Mobile video which was a key channel. It performed130x better than the next best campaign. Why, Targeting the most relevant and engaged audience based on their real time interest and intent as demonstrated by sharing behaviour…it makes retargeting look boring.
- – use tools that have you retain control of your data (most social sharing providers either charge for the widgets or sell your data to third parties). Either way, ensure that you can then action that data and target against those prospects on the open Web and mobile. The ability to track and monetise Native content is especially paramount to achieving distribution at scale - the ability to connect with those audiences outside of your owned media assets and current retargeting practices. It could be that you are missing over 60% of the leads available to you that are sourced from your own properties. - Just because somebody is interested and sharing content about your product today doesn’t mean that they, or the recipients of what’s shared, will be interested tomorrow. Data and delivery should never be separated. – just as content is shared through a variety of platforms and devices, marketers should be ready to reach their next customer across, display, video, social and mobile and be equipped to choose the right platform, right message at the right time to convert that next customer