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Heavy Chef welcomed the dark side with the Professor of Digital, Meneer David Duarte. As the first event in Cape Town for over a year, the night kicked off at World Wide Creative’s gleaming new building in Sir Lowry Road Woodstock. Daring to go where your average digital marketer would never go, Dave asked some pivotal questions about social sharing. Marketers were asked to consider the impact that sharing links via email and instant messaging services has on their site referrals. After all, effective digital marketing is about measuring the metrics that matter.
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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
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
