What is dark social?
Dark social is a term that is used, not as some sort of sinister social media, but social media, as a salesperson or a marketer you cannot see.
Some people use the term "dark funnel", which describes the part of the buyer's journey you cannot see.
What do I mean?
Let's assume you share some content on LinkedIn and you hope your target customer will pick this up. Your sponsor, likes your article, which is how you can see what is going on in social, but she shares your article in a company WhatsApp channel.
I know sales teams in Microsoft Azure, use this as a sales tactic they share content with people who they know will distribute the content within their prospects. This is one way that Microsoft are about to gain influence in an account. Of course, this sharing in their prospects and customers is "dark" and this is another example of dark social and dark funnel.
Why does this matter?
If you think about the amount of content that is shared on social media that we can see, dark social, what we cannot see, is way bigger than that.
In fact, this article states "that 84% of consumers’ outbound sharing from publishers’ and marketers’ websites now takes place via private, dark social channels such as email, social networks, and instant messaging."
A few years ago, I was approached by a guy that had done some research for IBM and he found that 70% of social media shared was dark social. IBM didn't believe him and he happened to find me and want to talk to me as a kindred spirit.
Since that guy spoke to me, the channels where dark social happens have continued to expand and become more relevant than ever.
Why does this matter? As this article says .. "Because, this is where buying decisions happen. It’s how you create demand for your product or services. It’s where buyers go to learn and discover with industry peers."
"Sure, search engines like Google, review sites like G2, and research vendors like Forrester or Gartner still carry some influence — but not as much as people tend to think."
Your Funnel Is Not Their Journey
This article is correct by saying, that your funnel is not your journey. The buyer's journey is no longer linear and let's not forget that journey mapping is you trying to create a map for your buyers for you to sell to, not for your buyers to buy.
"A B2B buyer's journey is not about an individual person, but nearly always about a team of people who are working together to address a business need. Buyer journeys, therefore, are labels applied to the internal state of buying teams as they progress toward a purchase."
How Do I Track and Measure Dark Social?
In a way you cannot.
Google Analytics - This article goes into that in a little detail.
You also need to ask prospects (win and lose) and customers "where did you hear about us?"
You need a salesforce that is active on social media and are empowered as to how this all works.
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
I don't believe you Tim!
If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
Here at DLA Ignite we don't do "hints and tips sessions" we don't want you to waste your money. Our social selling and influence methodology will provide your sales team with the stable platform for growth. It is also the only social selling program based on 70:20:10 change management principles which gives your business the mindset change and habit change they need in this digital world.
Other articles you might be interested in ....
Would you buy social selling training course from somebody that doesn't use social selling?
How to create budget and build a business case for your social selling project
Articles for the CEO
What does success in a social selling project look like?
Can I be fired for not social selling?
How to Build an Executive Social Media Strategy That Works
What's the difference between legacy sales and modern selling?
Is making no change to my sales team an option in the world today?
Can my business speak directly to the modern buyer while retaining control of the message?
What is the secret sauce of social selling?
Can social selling break down the silos between sales and marketing?
Can I turn my LinkedIn time line from a load of rubbish into a load of value?
Why your random acts of social are killing your business
Can I find investors for my business with social selling?
Not understanding social selling is totally fine
Your social selling project isn't a decision of "yes" or "no" , it's when
Are you still measuring digital with an analogue mindset?
Can Social Selling help me navigate the great resignation?
Should my 2022 business planning include social selling?
Can I be data driven with social selling?
How grid selling will transform your pipeline and win rate
Can I use social selling as a small business?
Is your competition transforming to social selling in stealth mode?
We need more campaigns - Really?
What does the metaverse mean for the future of sales and business?
Articles for RevOps
Can social selling help me with RevOps?
How can RevOps and social selling increase the accuracy of my forecast?
Can RevOps and Social Selling provide me with a framework for predictable revenue
How to Make the Transition to Revenue Operations - RevOps
Articles for Sales leadership
10 reasons you get social selling all wrong
For fax sake at least know what social selling is before you dismiss it!
What is social selling?
Can I see which salespeople are contributing with social selling?
Can I get a consistent prospecting framework for managers with social selling?
Can I get complete visibility to measure and monitor each reps results with social selling?
Can I get accountability across my sales team for prospecting with social selling
Can I gain an effective prospecting framework with social selling?
Can cold calling and email marketing kill my business?
Can I measure our social selling project?
Can my lack of confidence of social be holding my team back?
Can I get the most from my sales navigator licenses with social selling?
Can I de-risk my pipeline with social selling?
Can my salespeople create content?
Can social selling create value for my clients?
Can I use prospect sequencing with social selling?
Can I build a social selling program or should I buy one?
Can my behaviour on social media be losing me business?
Can I run QBRs with social selling?
Can I increase deal velocity with social selling?
Can social selling help me sell, if everybody is on vacation?
Can social selling help me avoid attrition in sales teams?
Can social selling help with team selling?
Reading blogs won't transform your pipeline
You are the sum of all your digital handshakes
Why social selling isn't just marketing
The difference between LinkedIn training and social selling training
Can programmatic social selling sort my pipeline issues?
Will being part of the conversation on social generate me any revenue?
Can social selling help me with virtual selling?
Social media engagement - None of my sales team have time for it. Really?
Should my salespeople be making time to create social posts? Of course
Can Social posts create pipeline or opportunities? You bet!
There is a clear gap opening in business between those companies that have a pipeline problem and those that don't ...
How are you going to build pipeline and prospect now that all the low hanging fruit has gone?
Articles to support sales people - sales process and sales tips
Why your leadership is wrong when they tell you that to get more pipeline requires you to send more email and make more calls
Can social selling help with my discovery calls?
Is social selling inmailing people on Linkedin?
Can I unblock deals with social selling?
Can I get more meetings with VPs with social selling?
Can I get on more short lists with social selling?
Am I being outsold by my social selling competition?
Can social selling stop prospects from ghosting me?
Can I be a catalyst to change with my prospects with social
Can I influence the buyer's journey with social selling?
Can I optimise my selling time with social selling?
Can I gain a competitive advantage with social selling?
Why automation is a zero sum game
Can I get a predictable prospecting system with social selling?
Can I sell $1 Million deals with social selling?
Can I get headhunted for my next job with social selling?
Can I use prospect sequencing with social selling?
Can I use social selling if I have nothing to say?
Looking for hacks, maybe you shouldn't
How do I make the most of a slow summer sales period?
How do I sell social selling training to my boss?
Can I get invited to more client top table discussions with social selling?
What is the best way to influence my LinkedIn network?
Can I use social selling to sell into a territory?
Can I use social selling to grow pipeline within target accounts?
Can social selling help me if my companies website isn’t good enough?
Can social selling help me if my prospect list is out of date?
Can social selling help me if we are too expensive?
Do my SDRs need to become hybrid?
Can social selling help me if we are not market leader?
Can social selling help me get past gatekeepers?
I don't know you. I've never spoken to you. You've never acknowledged my existence. But you want me to help you!
What should you do if your leadership team is not social
Can my content, create action in my prospects with social selling?
Can social selling work for me as an SDR?
I need to do this Linkedin thing and I need to do it now
Should I do a post or an article on LinkedIn?
How to deal with depression in sales
Why prospecting today is about clicks and likes
Articles to support channel and third party selling
Can social selling help my channel partners sell more?
Articles to support Account Based Marketing / Account Based Selling - ABM - ABS
Can we make our ABM program a success with social selling?
Articles about Employee advocacy
How empowered employees on social media became more powerful than brands
Why employee advocacy isn't a silver bullet
Articles for Marketing
Making Marketing the company hero again
How marketers must manage the changing dynamics of measurement
How to Get Started With Effective B2B Lead Nurturing
I paid for somebody to write my Linkedin profile, isn't it awesome? No!
Can social selling be relevant to me if I'm in marketing?
Can social selling put marketing front and centre of a business?
Can my prospects and clients get value alignment with my business though social selling?
Can we get away with just updating our LinkedIn profiles a bit?
How to Create Simple Social Media Rules for Employees
What content works on LinkedIn and for social selling?
Can I win more B2B deals with buyer enablement?
Can I transform my team with two 90 minute sessions on social selling?
Can I get better results for my ABM campaign with social selling?
Are my prospects and customers searching for insight on social media?
Should I post on LinkedIn or on my blog?
Our VP of Sales Just got 83 likes on a LinkedIn post, so that means we are social selling? No!
Should you outsource your social media?
Can I get banned from LinkedIn if somebody else manages my profile?
Articles for social procurement
Can I use social media in procurement and supply chain?
How social transformed procurement
Articles for the CFO and Finance
Accelerating digital skills is one of the top priorities for finance leaders
How to capitalise on the great resignation; to sell more and how to find and retain the best sales talent