A webinar I hosted on Thursday 26th October talking about the future of social media and dark data. As more customers switch to private messaging apps, brands are no longer in control. This creates all kinds of ethical and moral challenges, not to mention the creative ones. Essentially, brands now need to provide more value than they capture. They need to give something useful BEFORE they ask for your personal details. (85% of B2C consumer conversations in some areas are now on private messaging apps and not visible on public social networks)_.

1. Thursday 26th October 2017
@Jeremy Waite | IBM Evangelist
#DarkSocial

2. #DARKSOCIAL
Dark Social Dark Data Dark Martech

3. Dark Social

4. Dark Data

5. Dark Martech

6. 6
“In marketing, creepy means relevant”. SCOTT GALLOWAY

7. What is Dark Social?

8. 8
1. DARK SOCIAL is the traffic generated from referrals on private
channels that are not tracked by most current analytic tools. The term
was first coined in 2012 by Alexis Madrigal for The Atlantic.
55%-70% Of Dark Social
Shares Are Actually URL
Copy/Paste.

9. 9
2. DARK SOCIAL sharing is happening every day on Email, Messaging Apps
(WhatsApp, WeChat, Facebook Messanger, etc...) and secure browsers
(HTTPS to HTTP) as well as platforms like SnapChat. Mobile devices account
for the largest source of dark sharing.
Dark Social is the traffic generated
from referrals on private channels
that are not tracked by most
current analytic tools.

10. 10
3. DARK SOCIAL is a 1:1 or 1: Few share. Dark sharing is more private and
therefore tends to be more honest and organic.
What you share in an email or text
message is most likely not what
you would share to your Facebook
page or Twitter feed.

11. 11
4. DARK SOCIAL accounts for 84% of consumers’ outbound sharing from
publishers’ and marketers’ websites, yet 90% of social marketing ad budgets
goes directly to social networks.
Dark social sharing activity can fuel and
inform more effective paid media results.
Without it, KPI's are significantly
underreported.

12. 5. DARK SOCIAL can be measured, but note nothing currently available delivers
100% of all shares.
1. Google Analytics that tracks visitors who come to your website via direct search, but don’t go
through your homepage (Social Media Today has detailed instructions on how to do this).
2. AddThis provides social engagement tools, APIs and services personalizing websites for
engagement, monetization, and traffic boosting.
3. GetSocial.io is an app store for all your social media needs, from awareness to conversion.
You can create an account through their website or download their Wordpress plugin or
Shopify App.
4. ShareThis offers a sharing tool that enables people to share any piece of content on the web
with friends through e-mail, direct message, or text message.
5. Po.st is owned and operated by well-known RadiumOne and allows users to share content
and also provides publishers with new revenue opportunities and comprehensive analytics
tools. Like all the above-mentioned tools, po.st also tracks dark social sharing and is quite
active writing about it.
6. Attach Urchin Tracking Module (URM) codes to URLs.

15. Why Should You Care
About Dark Social?

16. Most Consumers Believe Marketers Should
Limit the Personal Data They Collect
More than half of US
and UK smartphone
owners say
advertisers should
not be collecting any
data at all

17. 17
The appeal of
mobile messaging
apps continues to
spread…

18. 18

19. 19
Why Facebook Messenger is appealing to brands
Large user base: Messenger has 1.2 billion users worldwide, according
to Facebook.
Marketing offerings: Messenger is building capabilities for brand
awareness, customer acquisition, sales and customer care.
Ability to start small and expand: Brands can use Messenger in two
basic ways: by answering messages manually (with limited automation)
or by creating a bot.
Of the 65 million Pages on Facebook, more than 20 million use
Messenger, Facebook says.

20. Many brands
use Messenger,
but few are using
a chatbot at this
point

21. 21
How businesses can use Messenger for advertising
Sponsored Messages: Allow advertisers to send Messenger
messages to users who have an open, existing conversation with a
company. The aim is to promote re-engagement with a bot or
Messenger service.
Messenger Ads: Ads placed on the Messenger home screen; can link
to a website or a Messenger experience.
Click to Messenger Ads: Send traffic from Facebook or Instagram to a
Messenger bot. Brands can create a specific entry message on
Messenger that users will see after clicking the ad, and can customize
their bot replies to drive whatever outcome they want to achieve.

22. 22
Why Whatsapp is appealing to brands
• Brands see opportunity,
however, and are using
WhatsApp despite the
drawbacks
More digital buyers said
they used WhatsApp to
share reviews compared
with WeChat, YouTube or
Snapchat for that purpose

23. 23
How businesses can use WhatsApp for sales
Facilitate the process: Since transactions can’t yet be completed
directly on the app, brands can use it to assist the sales process.
Agent Provocateur: During the 2016 holiday season, the upscale
lingerie chain launched a WhatsApp service that let a customer and her
partner connect with a store employee who could help select gifts that
the customer might like. The service aimed to make the idea of shopping
for lingerie gifts less uncomfortable.
Yoox Net-a-Porter: The online luxury retailer already uses WhatsApp to
enable its personal shoppers to communicate with customers. But it is
exploring ways to sell products through the app, too.

24. 24
The bulk of
2017’s new
users (63%) will
come from five
countries—
China, India, the
US, Indonesia
and Brazil

25. 25
The messaging landscape has changed considerably over
the past four years
A majority of mobile
internet users in Asia-
Pacific, Latin America,
Europe and North America
will use mobile messaging
apps in 2017.
Four years ago, this was not
the case in Central and
Eastern Europe or North
America.

26. 26
Four other factors are encouraging consumers to
use messaging apps
Cost savings: Chat apps offer a way for mobile users to skirt carrier
charges for SMS/MMS.
Spam avoidance: In some countries, the SMS channel is riddled with
spam—chat apps are a cleaner alternative.
Flexibility: Chat apps enable multiple modes of communication: text,
voice and video.
Features: Chat apps have evolved into platforms that enable users to
do more than communicate, including playing games, listening to
music, shopping, etc.

27. What Does The
Research Say?

29. Econsultancy / Watson Marketing
2017 research
Preliminary data

32. Leaders vs. Mainstream
Proportion of companies currently using these tactics, technologies or strategies
8%
14%
16%
15%
34%
47%
19%
21%
23%
25%
46%
47%
Product recommendations powered by
chatbots / AI-powered chat
Computer-powered chat (on social media
channels or messaging apps)
Computer-powered chat (on-site)
Voice technology / interfaces
Live chat with a human (on social media
channels or messaging apps)
Live chat with a human (on-site)
Leaders
Mainstream

33. You said your company is currently using or planning to use live chat with a human on
social channels or messaging apps. Which of the following channels or apps are you
using or planning to use?
16%
17%
21%
36%
42%
47%
56%
64%
19%
17%
21%
22%
26%
19%
18%
20%
9%
9%
14%
11%
12%
9%
11%
9%
56%
57%
44%
31%
20%
25%
15%
7%
Pinterest
Snapchat
WhatsApp
Instagram
Facebook Messenger
LinkedIn
Twitter
Facebook
Currently using Planning to use in the next 12 months Planning to use by 2020 No plans to use

34. Leaders vs. Mainstream
Proportion of companies currently using the following channels or apps
(those currently using live chat with a human on social channels or messaging apps)
15%
14%
18%
36%
38%
46%
56%
63%
20%
25%
29%
39%
52%
52%
56%
67%
Pinterest
Snapchat
WhatsApp
Instagram
Facebook Messenger
LinkedIn
Twitter
Facebook
Leaders
Mainstream

35. You said your company is currently using or planning to use computer-powered chat
on social channels or messaging apps. Which of the following channels or apps are
you using or planning to use?
16%
16%
25%
26%
36%
37%
38%
49%
24%
21%
21%
26%
30%
26%
21%
24%
9%
13%
15%
13%
15%
15%
13%
14%
51%
50%
39%
35%
19%
22%
28%
13%
Pinterest
Snapchat
WhatsApp
Instagram
Facebook Messenger
Twitter
LinkedIn
Facebook
Currently using Planning to use in the next 12 months Planning to use by 2020 No plans to use

36. Leaders vs. Mainstream
Proportion of companies currently using the following channels or apps
(those currently using computer-powered chat on social channels or messaging apps)
12%
12%
24%
20%
36%
34%
31%
46%
27%
29%
33%
39%
43%
43%
46%
58%
Pinterest
Snapchat
Instagram
WhatsApp
LinkedIn
Twitter
Facebook Messenger
Facebook
Leaders
Mainstream

37. What’s the REAL problem
With Dark Social?

38. MARKETING IS NOT
THE WAY FORWARD

41. 50% Go Online To Waste Time

42. “TIME YOU ENJOY
”
JOHNLENNON
WASTINGIS NOT WASTED TIME.

43. 43
1 in 5 RETAILERS ABANDONING APPS

44. Conversational
Commerce
44

45. THE NORTH FACE JACKET FINDER
POWERED BY EXPERT PERSONAL SHOPPER

46. IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain46
There has been a massive change in
how people engage with brands…
www.thenorthface.com/xps

47. What Can You Do
About Dark Social?

48. 1. Customer or Product Support
2. Product and Sales
3. Marketing & PR
4. Community
5. Corporate Communications
6. Crisis
7. Support

49. Create a Real-Time
Conversation Index
qWho are your customers? DEMOGRAPHICS
qWhat are they saying? KEYWORDS
qWhere did they talk? PLATFORMS / NETWORKS
qWhy did they talk? TRENDS
qWhen did these conversations happen? RECENCY
DEMOGRAPHICS | PSYCHOGRAPHICS | BEHAVIOURGRAPHICS

50. WATSON MARKETING INSIGHTS
MONEYBALL METRICS

52. Personality
Insights
Keyword
Extraction
Image
Link
Extraction
Language
Detection
Relationship
Extraction
Feed
Detection
Sentiment
Analysis
Dialog
Concept
Expansion
Visual
Recognition
Concept
Insights
Concept
Tagging
Language
Translation
Natural
Language
Classifier
Retrieve
&
Rank
Text To
Speech
Author
Extraction
Tone
Analyzer
Taxonomy
Message
Resonance
Image
Tagging
Text
Extraction
Watson
News
Speech
to Text
Tradeoff
Analytics
Entity
Extraction
Face
Detection
Video
Augmentation
Factoid
Pipeline
Case
Evaluation
Knowledge
Canvas
Q&A
Qualification
Criteria
Class.
Policy
Identification
Fusion
Q&A
Risk
Stratification
Usage
Insights
Answer
Generation
Decision
Optimisation
Emotion
Analysis
Knowledge
Graph
Decision
Support
Knowledge
Studio
Service
Statistical
Dialog
Easy
Adaptation
Question
&
Answer
Speech
to Text
IBM.com/Watson
Personality
Insights
Sentiment
Analysis
Visual
Recognition
Natural
Language
Classifier
Tone
Analyzer
Image
Tagging
Emotion
Analysis
IBM Watson API’s

53. @Jeremy Waite | Evangelist @IBM
Thank You.
11/15/1753