We often judge success of content – be it a post on Facebook, an infographic or a video - based on shares and engagement. The challenge is everybody has a dark side. 84% of all content sharing is done in the dark rather than public. Monitoring of open social platforms doesn’t give us the quality of information we need to make strategic decisions for content. ‘Facebook Jane’ is very different from ‘Tinder Jane’ and brands need to take note to engage with their audience in a meaningful way across all shades of sharing.

1. Fuelling Content in the Dark
Lydia Hinchliff
Head of Digital

2. Our ‘instaperfect lives’

3. My own ‘instaperfect’ life
To understand what really fuels content put
a mirror to your own sharing habits

4. Everybody has a dark side …
Facebook Jane is different
from Tinder Jane

5. The Curated Self
The Promoted Self
The Deeper Self

6. Now content started out with the thinking
‘if I have a big enough mouthpiece I can win’
If I could get on TV enough times,
if I buy enough ads

7. That model requires you to
act like a King
You are in charge and you’re going to tell
people what to do next – mass marketing

8. The internet was supposed to maximise the opportunity for this,
homogenize everyone, connect us all
But actually it allowed for silos of interest

9. The internet brought a new leadership model – end of
the monarchy
One where you don’t need to get your message to everyone – you
need a group of people that care enough to get you to the next
group and the next

10. ‘Dark social’ as a phrase was coined in 2012 by Alexis
Madrigal – it isn’t new now, neither was it new then
So why are so few businesses and brands
doing anything about it?

11. The vast majority of
content is shared
using dark social as
apposed to public
social
84%
16%
DARK SOCIAL
PUBLIC SOCIAL

12. MOTOR?
FINANCE?
FMCG?
RETAIL?
OVER
50’s?
82% 61%
72% 56%
46%
Source: Radium One

13. This scale has two implications for
your content strategy

14. Step One: Measure all shades of your existing content
“Tracking dark social threw up some
surprises – the biggest being the SCALE of
content that was shared that way”
Dan Michelson – O2 Digital Innovation Lead
http://bit.ly/1XmPORp

15. Step Two: Look at your content pillars from a different angle –
imagine you are developing the plot of a story
Which media & your consumers ultimately write
INFORM INVOLVE INSPIRE INTRIGUE?

16. A content and distribution exercise that will be
familiar but adds a layer of thinking
Sensitive but can be discussed
in public
Mainstream acceptable topics
broadcast appropriate
Very sensitive Topics in closed
discussions
Standard but would rather be
kept personal
OPEN
Safe InterestsSensitive
Interests
Personal

17. Adidas – Shining light on the darkness

18. Re-evaluate what is ‘success’ in your content strategies and
embrace your brand’s dark side

19. Thank You