Professional Documents
Culture Documents
OF SOCIAL SHARING
Harnessing the power of consumer connections
EXECUTIVE SUMMARY:
globally.
Social.
TABLE OF CONTENTS
Executive summary: Lighting up the dark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Dark Social is too big to ignore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
15
19
22
25
FIGURE 1
Dark Social represents more sharing activity than
Facebook and all other public sharing channels
combined.
31%
PERCENT
OF SHARES,
GLOBALLY
69%
Dark Social
sharing
Social has much more control over who will see the
message, theres much less of a filter on it. This is
FIGURE 2
The majority of consumers share content online
Question: Do you share content across the Internet?
GLOBAL
BY AGE
BY REGION
90%
Age 16-34
84%
Share Content
Online
Age 35-54
Age 55+
83%
80%
US
83%
Europe
85%
UK
82%
France
86%
Australia
88%
FIGURE 3
Among consumers who share, the majority include Dark Social among their channels for sharing
GLOBAL
BY AGE
BY REGION
92%
Age 16-34
93%
US
92%
Europe
Age 35-54
91%
Channels
94%
UK
91%
France
Age 55+
96%
96%
Australia
95%
FIGURE 4
A large percentage of consumers only share via Dark Social
GLOBAL
BY AGE
Age 16-34
32%
BY REGION
US
19%
29%
Europe
Age 35-54
UK
32%
Dark Social
France
Age 55+
46%
Australia
34%
26%
39%
35%
STEP ONE:
France.
FIGURE 5
Percentage of shares by sharing channel
8%
23%
10%
31%
WORLDWIDE
Dark Social
7%
16%
NORTH
AMERICA
EUROPE
69%
59%
77%
4%
7%
8%
21%
19%
AUSTRALIA
11%
UK
75%
FRANCE
81%
75%
10
purchasing funnel.
FIGURE 6
Percentage of shares by sharing channel and by content category
All Other Social
Facebook
WORLDWIDE
84%
13%
80%
8%
78%
82%
13%
17%
26%
AUSTRALIA
12%
81%
14%
77%
14%
87%
87%
6%
87%
6%
84%
6%
90%
5%
89%
7%
90%
7%
89%
7%
86%
11%
8%
85%
12%
11%
80%
14%
66%
24%
85%
10%
84%
10%
89%
80%
15%
61%
29%
84%
10%
86%
9%
81%
11%
88%
9%
70%
24%
80%
13%
78%
81%
9%
84%
12%
79%
11%
86%
18%
73%
15%
59%
25%
71%
12%
62%
14%
20%
71%
70%
24%
61%
32%
68%
21%
58%
26%
67%
25%
66%
22%
87%
60%
83%
31%
55%
72%
19%
71%
30%
65%
31%
40%
55%
86%
10%
64%
29%
40%
51%
84%
12%
57%
37%
56%
32%
48%
39%
53%
28%
42%
32%
35%
38%
35%
49%
42%
37%
53%
45%
50%
32%
63%
47%
35%
54%
42%
42%
9%
81%
50%
100% 0%
% of Total Shares
70%
55%
72%
51%
50%
100%
% of Total Shares
0%
46%
19%
74%
50%
100%
% of Total Shares
14%
0%
50%
34%
100%
0%
35%
27%
53%
35%
15%
51%
37%
18%
56%
50%
35%
61%
14%
22%
72%
60%
66%
21%
55%
66%
29%
29%
64%
35%
% of Total Shares
15%
7%
78%
31%
75%
16%
79%
3%
75%
50%
56%
29%
80%
19%
51%
22%
60%
42%
21%
84%
27%
18%
17%
15%
94%
73%
76%
75%
15%
86%
22%
75%
17%
62%
8%
70%
6%
81%
11%
20%
75%
22%
76%
34%
63%
29%
85%
16%
80%
21%
66%
16%
72%
22%
61%
21%
89%
27%
68%
69%
57%
24%
60%
17%
74%
6%
56%
11%
73%
15%
90%
9%
74%
17%
68%
10%
83%
11%
17%
6%
82%
11%
74%
16%
81%
8%
79%
36%
53%
48%
13%
FRANCE
84%
10%
63%
UK
EUROPE
NORTH AMERICA
83%
76%
0%
Dark Social
100%
39%
57%
40%
59%
14%
% of Total Shares
54%
0%
37%
81%
50%
100%
% of Total Shares
11
FIGURE 7
Percentage of clickbacks on shared content by sharing channel
10%
76%
NORTH
AMERICA
72%
UK
71%
20%
EUROPE
30%
5%
AUSTRALIA
53%
Dark Social
9%
13%
76%
2%
45%
12%
16%
WORLDWIDE
23%
FRANCE
50%
20%
channels combined.
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FIGURE 8
Percentage of clickbacks on shared content by sharing channel and by content category
All Other Social
Facebook
WORLDWIDE
Dark Social
44%
47%
42%
46%
36%
47%
42%
39%
37%
38%
36%
47%
29%
50%
34%
50%
13%
29%
57%
20%
22%
70%
14%
21%
59%
20%
20%
68%
18%
18%
57%
15%
16%
16%
16%
15%
78%
13%
55%
51%
15%
31%
76%
18%
51%
43%
29%
35%
27%
37%
61%
29%
63%
30%
13%
33%
57%
71%
16%
29%
54%
82%
13%
84%
18%
53%
11%
88%
17%
70%
53%
18%
63%
81%
6%
91%
24%
16%
74%
19%
74%
19%
82%
13%
78%
15%
79%
17%
11%
80%
11%
79%
15%
74%
17%
74%
30%
10%
82%
7%
84%
10%
87%
9%
7%
86%
6%
7%
84%
15%
6%
6%
89%
5%
76%
0%
50%
4%
100%
% of Total Clickbacks
0%
82%
29%
15%
86%
87%
60%
88%
74%
50%
100%
% of Total Clickbacks
37%
60%
21%
84%
10%
39%
58%
29%
65%
34%
98%
2%
29%
34%
48%
79%
17%
51%
68%
30%
49%
48%
39%
14%
16% 22%
58%
78%
29%
48%
20% 15%
8%
11%
16%
67%
62%
89%
10%
51%
70%
84%
13%
79%
81%
42%
24%
44%
12%
14%
40%
55%
54%
29%
76%
55%
28%
46%
15%
55%
31%
70%
82%
34%
16%
84%
68%
43%
46%
12%
12%
41%
10%
20%
56%
33%
38%
33%
18%
81%
51%
39%
AUSTRALIA
45%
23%
51%
77%
29%
45%
33%
18%
68%
53%
50%
57%
23%
64%
FRANCE
55%
14%
76%
53%
41%
37%
51%
63%
22%
50%
53%
66%
13%
82%
43%
46%
41%
UK
EUROPE
NORTH AMERICA
51%
83%
86%
12%
74%
3%
97%
5%
90%
5%
93%
17%
50%
36%
63%
3%
94%
8%
87%
10%
74%
31%
67%
4%
90%
3%
93%
26%
10%
79%
8%
85%
19%
0%
50%
100%
% of Total Clickbacks
0%
50%
100%
% of Total Clickbacks
0%
56%
59%
50%
100%
% of Total Clickbacks
6%
91%
13%
77%
0%
50%
100%
% of Total Clickbacks
13
STEP TWO:
FIGURE 9
Eleven ways to use Short URLs
SOCIAL POSTS
TEXT MESSAGING
SEARCH CAMPAIGNS
EMAIL BLASTS
PRESS RELEASES
OFFLINE CAMPAIGNS
BLOG POSTS
QR CODES
AD TAGS
EMBEDDED IN VIDEOS
EMAIL SIGNATURES
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FIGURE 10
Average clickbacks on short URLs by content
category
WORLDWIDE
Shopping
NORTH AMERICA
872
Sports
847
Pets
515
154
488
Education
601
556
151
557
62
461
124
329
81
450
1,211
163
377
1,198
181
1,421
2,227
1,629
Business
402
399
360
878
Society
357
1,083
339
Travel
335
News
269
382
263
511
172
353
249
476
111
253
Automotive
243
125
218
Careers
183
14
147
108
120
150
150
160
363
191
148
38
488
83
66
246
2
12
144
900
615
121
334
729
202
392
198
53
201
194
897
234
442
1,008
142
77
181
234
625
221
1,250
293
141
533
192
1,265
404
42
148
2,460
658
287
187
1,704
528
1,271
1,802
485
1,378
404
2,666
AUSTRALIA
2,148
3,359
964
13,255
3,360
FRANCE
UK
EUROPE
159
95
2
33
46
53
65
212
Real Estate
95
244
42
77
22
Science
46
53
28
85
19
10
Personal Finance
40
65
30
27
14
128
357
65
15
FIGURE 11
Top content categories to benefit from branded short URLs
Average number of clickbacks per branded short URL
4,500
4,000
3,500
1019%
3,000
2,500
600%
2,000
510%
1,500
1,000
253%
500
0
95%
Sports
News
Society
Health
&
Fitness
Personal
Finance
83%
Shopping
61%
Travel
18%
Real Estate
5%
Hobbies
&
Interests
3%
Home
&
Garden
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new releases.
partner of RadiumOne.
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STEP THREE:
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FIGURE 12
All other
sharing
Dark Social
% sharing in mobile
36%
% clickbacks in mobile
53%
% sharing in mobile
47%
% clickbacks in mobile
71%
% sharing in mobile
41%
% clickbacks in mobile
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FIGURE 13
Features to look for in sharing widgets and link shorteners
Analytics API
and feel
and-paste sharing
outside organisations
Tracks copy-and-paste
activity
sharing platforms
devices
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being captured.
does not sell data to third parties. Also, look for a link
advertising.
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THE RADIUMONE
APPROACH TO SOCIAL
INSIGHTS AND ACTIVATION
Data and delivery should never be separated. It takes
an integrated platform that combines the power of
data collection, data management and real-time
media delivery to make social insights actionable.
RadiumOnes integrated platform manages data
generated by a wide variety of sources including
the Po.st Sharing Widgets and Po.st Link Shortener. It
uses a proprietary sharing algorithms, ShareGraph,
to amplify social data. Activation happens with the
integrated platform when data informs targeting and
bidding in real time to place media across all channels
and devices.
FIGURE 10
4 key tools to find profitable opportunities to
engage at scale
2
3
SHAREGRAPH
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SHAREGRAPH
Expanding on first-party social data, RadiumOne uses
its proprietary and globally patented ShareGraph
technology to accurately qualify and target cross-channel
personas based on content consumption and sharing
behaviours across 900 million monthly unique users.
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consumers do.
To contact your local RadiumOne team for more
With these tips, advertisers can find and convert
audiences at scale.
darksocial@radiumone.com.
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