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Share Text Helps Publishers Turn Social Shares Into Cash

Imitation has long been called the highest form of flattery. But without receiving credit, it can be a frustrating way for innovators to see their ideas spread. And when publishers don’t know whether or not people are sharing their site’s content, it can be hard to keep advertisers funneling dollars into their businesses. Unless a link is included, creators of that lifted material usually have no…

Gaming execs: Join 180 select leaders from King, Glu, Rovio, Unity, Facebook, and more to plan your path to global domination in 2015. GamesBeat Summit is invite-only -- apply here. Ticket prices increase on March 6 Pacific! Former RadiumOne CEO Gurbaksh...

The Dark side wins this round. Facebook likes to boast that they’re the best social site to share, but a new study proves otherwise. RadiumOne, a digital advertising company that uses social data to target consumers online, commissioned a study to look at sharing activity. The study proved that while 31 percent of sharing happens on Facebook, over two thirds of global sharing is through dark social.

Dark social is exactly what you think it is, sharing activity that is invisible to tracking and analytics. The most obvious examples of dark social are through email or instant message. Not only is it the largest source of social sharing, but 91% of Americans share information through dark social regularly.

Some topics shared are similar to what’s shared through regular social channels. 80% share arts and entertainment and 78% about travel. The biggest difference in dark social is that the articles shared are more likely to be honest. A lot of the topics shared are more personal and one-to-one. For example, 78 percent have shared career links.

So what does dark social mean for advertisers?

Visibility of sharing data is diminished when 69% of shares are through dark social. For the most part, it is difficult to capture dark social and determine actions associated with the share. For many brands, dark social can be much more useful for their business. More personal, one-to-one brands could benefit from determining how, who, and what is being shared about their brand through dark social.

With digital advertising campaigns, the tail may be long but it is not very lucrative. Instead, 80 per cent of all conversions happen within the first day of a consumer becoming exposed to the creative – anywhere across the web, online video, social or mobile.

That's a key finding from an analysis of the global data managed by programmatic platform RadiumOne, according to CMO Eric Bader.

"And of that first day conversion, 80 per cent of these happen within the first hour of exposure. Even a small delay in data analysis to activation can translate to a massive loss in conversion, which can’t be reclaimed."

He says that to illustrate the point, RadiumOne analysed recenttwo  leading travel and financial services campaigns. "In the first, travel client, 81 per cent of the conversions happened in the first hour. After that first hour, the conversion rate dropped by seven times, " said Bader "What that means to the advertiser, is that the time between the signal and the impression are crucial for monetising the ‘sweet-spot’ of the campaign."

According to Bader, "Of course, the hours and days after the first hour produced efficient conversions, but nowhere near the rate of the ‘sweet-spot’.

For the global financial campaign, on the other hand, he said that within the first hour, and after only seven per cent of the impressions had run, 29 per cent of the conversions occurred.

After that first hour, the conversion rate tanked dropping, by 2.5 times. "That’s significant because financial services products are not necessarily an impulse buy and if a brand misses the moment of the consumer’s interest, the consumer can get distracted with a myriad other engagements – content, email, entertainment – and not take the required action."

Further more he said conversions of financial services products usually happen over a longer period of time due to longer consumer consideration cycles, with other factors like eligibility and credit approval creating barriers to immediate conversion.

"In this campaign we saw proof that if you reach and engage consumers in the first-hour ‘Sweet-spot’ when they’re most receptive, they convert at surprisingly high levels. But, there can’t be any latency between the signal (when the data shows the consumer is in the market) and the impression. Data and delivery should not be separated." 

New Post has been published on http://www.learn-digital-marketing.com/radiumone-adds-whatsapp-to-its-po-st-social-share-button-options/

RadiumOne Adds WhatsApp To Its Po.st Social Share Button Options

Fired RadiumOne CEO says he was betrayed by his board

Above: Gurbaksh Chahal

Image Credit: RadiumOne

Fired by his board in the wake of a firestorm over the alleged beating of his girlfriend, RadiumOne founder Gurbaksh Chahal defended himself with a blog post saying he felt betrayed by his close advisors.

The board fired him as the social media storm grew around Chahal, who was allegedly caught on a security camera hitting his girlfriend 117 times…