Mumbrella360 video: Dark Social – Challenging The Way Brands Think About Sharing

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.


Kerry McCabe, Dr Peter Steidl, Nicole McInnes, and Timothy Whitfield discuss how brands can capitalise on consumers’ private social media data, also known as dark social.

Exclusive research suggests the majority of consumer content sharing is happening behind the scenes via ‘dark social’ channels, such as email, WhatsApp and Facebook Messenger.

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The panel: Kerry McCabe, managing director, Radium One; Dr Peter Steidl, neuromarketer; Nicole McInnes, former director of marketing at Pandora; and Timothy Whitfield, director of digital technical operations at GroupM.Dark social m360

The seminar includes how brands and companies can build a fully integrated campaign, making the most of dark social channels, how to make sure the money you’re spending gets the results you want, and how brands can utilise neuroscience to boost shareability.


  • 01:00: What is sharing economy?
  • 04:00: Sharing is happening outside of ‘public’ social network channels
  • 08:00: Dark sharing from a personal point of view vs. marketer’s point of view
  • 17:00: Building a successful integrated brand campaign
  • 22:00: How ‘tall poppy syndrome’ drives dark social media interaction
  • 24:00: Forget fragmentation; focus on the big picture
  • 25:00: Dell – a case study: single media agency vs multiple specialist agencies
  • 29:00: The challenges in centralising data
  • 35:00: Great marketing should trigger an emotional response in consumers
  • 36:00: The connection between dopamine release and sharing activity
  • 39:00: Why brands should wait for 20 minutes between posts
  • 43:00: Audience questions
  • 44:00: The possibility of tracking intimate social network: “We’re not tracking people here, it’s the content that’s been tracked”

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