Blockchain Certificate
The content of this page is stamped in three different blockchains. A blockchain is a permanent and distributed database system with no central authority. This allows to stamp content without ever revealing it. A stamp certificates the existence of some content at a given moment, which allows its author to eventually prove he/she was the one to first create the content. More information about this stamp below.

If you wish to know more about blockchain, download our investigation paper Blockchain: building trust. If you want to stamp the content of your own site, try our WordPress plugin. If you want us to think together on how blockchain can help your business, send us an email :-)
Stamp summary:
Stamp title: Dark social and the search for relevance
Stamp type:
Title and content
Context URL: https://www.goodrebels.com/dark-social-and-the-search-for-relevance/
Decoded content:
TitleDark social and the search for relevance
ContentThe social web is changing. It is moving from the light into the darkness. Sounds ominous, but perhaps only for conservative marketers.

Dark social is neatly summarised by Kristina Dimitrova at Contagious as, “Sharing content outside of what can be measured by web analytics programs.” The term was first used in 2012 by Alexis Madrigal in an article in The Atlantic. Madrigal’s observation was that the popular misconception of the web is of a public space, of websites and open networks, where we share completely openly on blogs, Twitter and Wikipedia or semi-openly on Facebook and now Instagram. Hence the terms, the social web or web 2.0, which became popular in the 2000s to describe the second evolution of the web.

In fact, the web has always been largely private, one to one or small group based, using email, chat-rooms and messaging apps. It is in these private spaces, much harder or impossible for web analytics (e.g. Google Analytics) and social listening (e.g. Brandwatch) to index and measure, that much of the web’s social activity (sharing, conversation etc.) happens.

Experienced digital marketers have known this for years, but while traditional platforms (organic and paid) continued to drive strong results, most have tended to stick to the path well trodden.

Two behaviours are forcing a rethink; the rise of the ad blocker and a dramatic increase in messenger app usage.
The rise of the ad blocker
Social media has never been the inexpensive shortcut to brand marketing that some believed (or hoped) it would be in the early days of the social web, but it was relatively straightforward.

You could launch on Facebook and provided your content strategy was good and your brand wasn’t hated (or maybe because it was), you could with relative ease grow an audience of tens -if not hundreds- of thousands of followers, with reasonable engagement levels. Whether this audience made a difference to the long-term success of your brand is another question.

Since Facebook introduced the News Feed (2009), then Edgerank (2011) and started penalising overtly promotional posts (2014) it has become, from a marketing perspective, a paid media channel. You pay for reach, access to an increasingly sophisticated range of ad formats, and can measure both brand uplift and hard conversions.

Ad blockers threaten the effectiveness of the paid social media model. When (in the UK) 16% and rising of the digital paid media audience no longer sees your message, the missed opportunity presented by dark social becomes even more acute.



 


Source: PageFair ad blocker survey 2017

The rise in popularity of messenger apps
Coinciding with the rise in the use of ad blockers has been the rapid increase in the use of messenger apps, particularly Facebook Messenger and WhatsApp.


Source: GlobalWebIndex Q4 2016, internet users aged 16-64 from outside China
This is significant, it means that Facebook, whilst still the number one social platform by far in terms of user accounts, is no longer the first place we visit to spend time ‘hanging out’ on our smartphones.

The ratio of Membership to Visits to Engagers is higher for messenger apps than for other leading social networks. So more of the activity - sharing, commenting, chatting with friends, arranging events - traditionally considered to make up online social behaviour is taking place in private, rather than where brands can reach an audience with targeted content and advertising.

Indeed last year the Drum reported RadiumOne estimates 84% of global sharing is happening outside of public social networks; and yet according to eMarketer, over 90% of social and sharing marketing investment is going to those same public networks.

Time for a rethink.

Of course brands should not stop allocating paid media spend to traditional social networking platforms. But at Good Rebels our aim is to create more nuanced strategies, which see dark social as an opportunity, not a threat.
Dark social is just what social was at first
Let's not kid ourselves. Social will always be social. If people share content it's because that content touches them, it’s meaningful, it’s relevant, it cuts through the noise.

When brands started to build their first communities on Facebook or Twitter, they didn't care about engagement rates, share of voice or cost per click. They wanted conversations around their brand, that was what mattered.

Today, in large part due to the rise of Facebook’s need to make billions of dollars in ad revenue, we care more about metrics than making great content happen. Even when we’re not sure we can trust the metrics we have.
The paradox is that people are also probably sharing more content on dark social than ever before because in these spaces it will get noticed and be more relevant to their friends.
So let’s be relevant
At Contagious’s recent Now Next Why event, Mattias Ronge from Edelman Deportivo put up a slide containing a truism that too many brands and agencies would do well to remember.



How do we create that desire? The answer is simple but making it happen is hard. We must create content and experiences that people chose to engage with and share, not because we’ve paid to reach them but because we are relevant.
Good Rebels’ Relevance Framework
To help in the quest for relevance, fellow Rebel Pedro Gonzalez designed the Relevance Framework to help develop the right mindset when creating social content and experiences.



But what is relevant content? We may never get a final formula, but there are some rules:

Relevant content is different.
Relevant content makes sense in time and context, it taps into culture.
Relevant content is not intrusive.
Relevant content is smart.
Relevant content sells an attitude, not a product.
Relevant content connects a story with a brand in a unique way.
Relevant content needs good thinking and good production (time and money).
Relevant content is an experience.

The reality is that too many agencies, including sometimes Good Rebels, create too little relevant content. We are creating content because we are being paid for it, not because there is a reason to do it.
Fear not
Thousands of brands today are following the same exact strategy, create more and more content, and promote it. How many people appreciate these efforts? How many of our audience are saying or even thinking about how good this branded content is? Is this even what they expect or want from brands?

The truth is that no one is talking about these brands. Brands people talk about are relevant by themselves - by what they do and by what they believe in. These brands aren't just creating stories with their content, their whole brand tells a story.

This is innovation, this is technology, this offering something different, something useful. This creates relevance.
 Hail the pioneers
Fortunately we’re not alone, there are brands (and competitor agencies) out there with the courage, insight and imagination to re-engineer their brands and create groundbreaking and culturally relevant experiences that connect in new ways and are shared, in person, on the social web and yes, over dark social with millions of people each day. We have included three of our favourites, including one from Good Rebels, below

Dark social? No problem.
-
Clarks and BBH Labs: From Rats to Rudeboys.

Toyota and Good Rebels: Lígate Un Aygo

Nike and R/GA: On Demand
URLhttps://www.goodrebels.com/dark-social-and-the-search-for-relevance/
AuthorsMark Ralphs and Joel Calafell
OriginWP Blockchain
Formatwpblockchain
Hash: (SHA256)
Stamp status:
Stamp time:
6 months ago (2018-10-17 18:11:23 GMT+1)
Blockchain transactions:
Bitcoin:
Stamped (60,047 confirmations) as 42FD720A0A0D... show tree hide tree
42FD720A0A0D...
Stamped hash
003C156FCF9F...
Another hash
DD8E57813657...
Another hash
05740369BA90...
Another hash
1005A752CCFA...
Another hash
7C4DF42ABBB0...
Another hash
5383FA53B898...
Another hash
BB3211D19F71...
Another hash
E80ABE4404DD...
Another hash
E782B4A6CADF...
Another hash
CACDB2C73128...
Another hash
4E9A1C152DC4...
Another hash
30B1D0A475E6...
Another hash
8263A0B933FA...
Another hash
89B7D1CE90C4...
Another hash
625ABFAD35F7...
Another hash
8C758E254D53...
Another hash
C5A011BA82FF...
Another hash
DB47BABB451B...
Another hash
E1088CCF4520...
Another hash
3ACE28E07E92...
Another hash
983155C60B5A...
Another hash
5F5472E8AED9...
Our hash
Litecoin:
Stamped (126,822 confirmations) as DA214F254CA3... show tree hide tree
DA214F254CA3...
Stamped hash
6637E889CB29...
Another hash
D651E18A8557...
Another hash
CC3D37AE01E3...
Another hash
097F71F652A0...
Another hash
68DFF765854D...
Another hash
5DEEFD8F5015...
Another hash
711619AF05B4...
Another hash
E9CA71599A3A...
Another hash
4326AEBE1828...
Another hash
25071204A184...
Another hash
C51E8F527333...
Another hash
9111E12639D8...
Another hash
0A20D601957A...
Another hash
CC85F57B7ACC...
Another hash
11BAADDD6C95...
Another hash
A93155B3C977...
Another hash
9B155B561D22...
Another hash
C3C1B6B0769E...
Another hash
FA842638D2BE...
Another hash
C83BBD54BC54...
Another hash
0DDF5EB8C311...
Another hash
A2FA4A0E5193...
Another hash
6E3E2F7A08A3...
Another hash
938E32C3C9C0...
Another hash
29A15A6E31C4...
Another hash
8976926A7253...
Another hash
77A7209090E4...
Another hash
5D0DC4911EAC...
Another hash
6C8CE081CD40...
Another hash
73B73D77E20E...
Another hash
E68825D3E7C5...
Another hash
16AFD9B28873...
Another hash
F3E1C90C1CFE...
Another hash
5F5472E8AED9...
Our hash
Ethereum:
Stamped (2,369,049 confirmations) as 3026A36EBDC4... show tree hide tree
3026A36EBDC4...
Stamped hash
867AB7036B1D...
Another hash
6879CB5A4585...
Another hash
EA97E2B5D9A9...
Another hash
FB71B81E5376...
Another hash
010AEF6F533A...
Another hash
4BE49BBC8284...
Another hash
0FCA2E9836A2...
Another hash
A7468DE505C9...
Another hash
0E940AE828C3...
Another hash
87C3AD18F239...
Another hash
C7182B314E66...
Another hash
F7FADB46E5DB...
Another hash
5D710A042495...
Another hash
6C44354B6F03...
Another hash
93B2EAFAD74D...
Another hash
5082CC224BD0...
Another hash
E0E55A0602E1...
Another hash
38D3DD9056FC...
Another hash
F95B243DD227...
Another hash
E5EA5E73BA0E...
Another hash
5F5472E8AED9...
Our hash
F3E1C90C1CFE...
Another hash
Ethereum Classic:
Stamped (2,354,259 confirmations) as 3026A36EBDC4... show tree hide tree
3026A36EBDC4...
Stamped hash
867AB7036B1D...
Another hash
6879CB5A4585...
Another hash
EA97E2B5D9A9...
Another hash
FB71B81E5376...
Another hash
010AEF6F533A...
Another hash
4BE49BBC8284...
Another hash
0FCA2E9836A2...
Another hash
A7468DE505C9...
Another hash
0E940AE828C3...
Another hash
87C3AD18F239...
Another hash
C7182B314E66...
Another hash
F7FADB46E5DB...
Another hash
5D710A042495...
Another hash
6C44354B6F03...
Another hash
93B2EAFAD74D...
Another hash
5082CC224BD0...
Another hash
E0E55A0602E1...
Another hash
38D3DD9056FC...
Another hash
F95B243DD227...
Another hash
E5EA5E73BA0E...
Another hash
5F5472E8AED9...
Our hash
F3E1C90C1CFE...
Another hash
Stamp history:
Last stamp:
5F5472E8AED95A68DBA018F83606C6D96A824EC64829A60D6C9D0485C3C0D16C active stamp
API result (see raw result):
{
"success": true,
"results": {
"context_id": 144098,
"context_name": "Dark social and the search for relevance",
"context_url": "https://www.goodrebels.com/dark-social-and-the-search-for-relevance/",
"stamp_id": 3132,
"stamp_type": "default",
"stamp_code": "144098-default-last",
"stamp_name": "Title and content",
"hash": "5F5472E8AED95A68DBA018F83606C6D96A824EC64829A60D6C9D0485C3C0D16C",
"hash_method": "SHA256",
"status": "confirmed",
"confirmations": 19142044,
"pending_time": 0,
"created_at_gmt": "2018-10-17 16:02:04",
"created_at": "2018-10-17 17:02:04",
"stamped_at_gmt": "2018-10-17 16:11:23",
"stamped_at": "2018-10-17 17:11:23",
"restamped_at_gmt": null,
"restamped_at": null,
"confirmed_at_gmt": "2018-10-17 16:11:27",
"confirmed_at": "2018-10-17 17:11:27",
"updated_at_gmt": "2019-04-21 03:49:50",
"updated_at": "2019-04-21 04:49:50",
"valid_until_gmt": null,
"valid_until": null,
"gmt_offset": 1,
"blockchains": {
"btc": {
"blockchain": {
"id": "btc",
"name": "Bitcoin",
"block_duration": 600,
"safe_confirmations_amount": 6,
"last_block": 572705,
"last_block_time": "2019-04-22 02:44:49",
"last_block_time_gmt": "2019-04-22 01:44:49",
"transaction_base_url": "https://www.blocktrail.com/BTC/tx/%s"
},
"status": "confirmed",
"confirmed_at_gmt": "2018-10-17 20:02:05",
"confirmed_at": "2018-10-17 21:02:05",
"confirmations": 205436,
"stamped_in": 0,
"pending_blocks": 0,
"pending_time": 0,
"transactions": [
{
"id": "6ee8194743b6454f94056a9ded2837c1be9467645d16a05c1ac25d5023b9b3d2",
"prefix": "53363583",
"hash": "42FD720A0A0D9E4D7D923149AFA572BFB8267BFF9746E2755756E498338D1B39",
"hash_method": "SHA256",
"siblings": [
{
"left": "983155C60B5ACDE5D0DCFE88B4CE859AB43F9AF4CEC5478E85B15691904D4129"
}, {
"right": "3ACE28E07E92F5FF9891571ABDC0B47278B4C38FD0EBE0C2609B89D776791F0C"
}, {
"left": "C5A011BA82FF02C0AEDF0C305D2043369E77A168EDA66173C5E53364666D1DC1"
}, {
"right": "8C758E254D53E270E4B96A79138F12F993EFA913EB8DC2CCEB1A2FED8E69FA24"
}, {
"left": "8263A0B933FAEA851CA88787AB70B5CF1E3850AB565152D5A30857DD6B490366"
}, {
"right": "30B1D0A475E6900F2E495E426DED43282A547B381095A0EA4DA6D60B5A6E9389"
}, {
"right": "CACDB2C731282F427445FC75FE56C6C09A62336A224A8062B9F57E01A987209F"
}, {
"left": "BB3211D19F7113E45EE46F8EDEC16EE3469A6BB449A909184DF0C0E4A97846F6"
}, {
"right": "5383FA53B898EDE5C24124691E83A85930F7CFCC60BE611018B52991DDE0685C"
}, {
"left": "05740369BA90AF0219CA01D8D0F43C440C809C6C437892D209DA396B5702549F"
}, {
"right": "DD8E5781365744919AE3D41C16586B4EB1FE28252A63EE13F82D0201BFA1B6B5"
}
],
"block_number": "512658",
"created_at": "2018-10-17 16:01:38",
"confirmed_at": "2018-10-17 16:02:42",
"status": "confirmed",
"confirmations": 60047
}, {
"id": "6e176218eeddf0c60c4dbebccb8281408e8dbd0df418f0f121db623212ec6772",
"prefix": "533635F5",
"hash": "DA214F254CA3489EF36B8BEF3593ABA834E883C686EB3C0971E6C1B75AF4B1A7",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "16AFD9B28873E04D85A1096C0E9DD78AFDF0DF85564AFADA0149BFDCE7866C0E"
}, {
"right": "73B73D77E20E185067208E4CA1B547C38E3D1096B8A5B7EBF9D1CD98FC344FB3"
}, {
"left": "77A7209090E4E57B147AED10DB6EA600B116C0AD2A9B73C343E2895ADBB31C88"
}, {
"left": "29A15A6E31C4E6B77387901F74036FDDC578CEE961E28C265712AB95B00E1EDE"
}, {
"left": "6E3E2F7A08A3C6708AD06A3B87DDC65A190BF7A0F7B1565CF1622BF207997591"
}, {
"right": "A2FA4A0E519363796F1C545F89D26755A65EB35A3FFE9F92FE56A4FA1E7702C9"
}, {
"left": "FA842638D2BEA731CF94C370E18F048EAAD631721C33A538EF2BD2D82B44E08F"
}, {
"left": "9B155B561D22BAF90692C1BE09116C327F3D98C971904035DFD76B1A560EEBE6"
}, {
"right": "A93155B3C97790366C8C6F683069CC4DE0CA7E19D2EBCB17AF542A49D3262C65"
}, {
"left": "0A20D601957A5F2B4D941C1FDF9686F2DB7635E48E516F7970B51F2818ED7FAB"
}, {
"right": "9111E12639D8B7B1E3206632C9DDF1FA241E36B5D0F74C72D4F0C66DA431BC05"
}, {
"left": "4326AEBE1828C8A5194633D612B76D9B94E6DB253AE3FF16E8B394E25A28E6F1"
}, {
"left": "711619AF05B456FD7C34CED54566E9A4805D91E0E05E4EDCFB40FA24D56A0613"
}, {
"left": "68DFF765854D01392630365DD1E0B091483197B27E70D10B578BD71110DB181A"
}, {
"left": "CC3D37AE01E38F422EBC1F4A1E460316F982E37EA6A6BA5B212B5B0C93A67D7F"
}, {
"right": "D651E18A8557EC05FB91B2D03A8590A294F899141C375252744AC3792FF1CF1F"
}
],
"block_number": "513249",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:01:34",
"status": "confirmed",
"confirmations": 59456
}, {
"id": "5cf29e7a6824139fb83832097acaa60bb9c53b64d3d31889a05e8da9d9585b25",
"prefix": "53360886",
"hash": "2482A688DC5E25F7CE2F9712F93A5CF3286E824E9C830700BF39C7C51EAFBCC1",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "BD272EC1CA45007A08E21BF4784A3874DB4E4B209E40691F8D41C5638063F222"
}, {
"left": "9A84B60512DE8DF7B7A10C89007EF2FAA9078F2A9C119DF095C58DB3B920718E"
}, {
"left": "9D414374267745DAED97C31AD063B237CEB30DA48A5B9272CB80904A6C285A2C"
}, {
"left": "E1D2A952CB89F889CC4712B119DF05D50FA1562B612DB6E21DA0C5E0CE8C88D4"
}, {
"left": "6AE8F0B49936127E85ED2506D2E9AD129AC0177D857D9A0F76BBB1D6C23A850E"
}, {
"left": "93B1D9CA7A673ABF3BF121DA30125EC5CC4A5872FEB69811661A5855A0FF5142"
}, {
"right": "DED108EF6F31200AC6AA6DD826DB5BE3F86E3231C149DCD6B05888643A54AF31"
}, {
"right": "1DD0C1BCDEABB2FACAD655741563518C95D84E206AA595C6A382B43F1128B394"
}, {
"right": "8A70D88ADBC962751C3F01631B02C17098420E66FAF425BD98CE280E77612910"
}, {
"right": "0B989444046084DBCD2B7632D21EFD8D44B3370147C0F679D3922DD5ED7E74F2"
}, {
"left": "7CEA5932DADDD0C834F820254EF7D0AAF7ADE070027B9DBDEA37E43BF17166C8"
}, {
"right": "E639C81F198CBAE4CFB329522CF785435C2D5FF0C098A13468AF83B271BBB8AA"
}, {
"right": "99B83EC3199CDC1F4333C3616996CE710E1DF141C125B3B79DE420D60E42D6F8"
}, {
"right": "1529C5B5F0AFA1DE9BB36EB6E9E234D46A2789E83A58D6310C84D259F3F4C83B"
}, {
"right": "A0FAB992143118A5FD53E69781FF42F45C1056621D61BB4C998BC41195585084"
}, {
"right": "02A5DEFC7B9A8204FB9601759351A9FD32297EEF2846EDA52E1D71E3EA828394"
}
],
"block_number": "513298",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:03:05",
"status": "confirmed",
"confirmations": 59407
}, {
"id": "efed61e470f9b8c34930ca36f4ffff26e81ee28a18fba939b42f0904d1e9ac41",
"prefix": "53363583",
"hash": "E5F510B8C77873D2167B4E9FF78383E16AA517B0F4873D2EA21D0F8F25EF3DCC",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "F95B243DD2272FF24D83907E6A82433AD93F3C4127CDD477F80AF05FCAA7A495"
}, {
"right": "38D3DD9056FC849E91B96FD314CC9AFCD4A29E587AA508DFCF1729138F47CF16"
}, {
"right": "3BAEB8A779BE2BD45E4571B6F1DB264F0EDAFFB932CB5F2F367B32D4F044CDC2"
}, {
"right": "CDBD00CFBDDBF2D0768C40C8083F09B18FC139A9CC6E363BF61D2B1ECC0B94C1"
}, {
"left": "F2F556588B71F17B303DE494A8E745C08019988A8AD6CC219C7D1AFF43DABE20"
}, {
"left": "CCA0ABF9AE2B9F80318EAA79145B429575B76622CEB5D7540ED069897198FA94"
}, {
"left": "431F623C90CC8E11066B22EB358E222B2C1BD91089E6297A31AD9FC15E32F6C6"
}, {
"right": "5272487690E44F362EC056535C73C196896B73C6331438A02F5368C08F13A437"
}, {
"left": "2F1EA4B624403CE0ABD9D846833662DDDA679E9F4A44140ECABBE4DC80F30425"
}, {
"right": "7CE4F6633EC380A20527A9841D25FF031336169426CE7E6AC44B6D0F1ADAB172"
}, {
"right": "14F6B65BB8DBF3D988A432DA17CC40E9BFCA3FE866CE3EF850907C19AD049E4E"
}, {
"left": "64728DC72ACBD2E3E2C63FF44ECDC0EFA522C559C0B9624F3E47CBF1CB1F9E69"
}
],
"block_number": "546179",
"created_at": "2018-10-17 18:14:42",
"confirmed_at": "2018-10-17 20:02:05",
"status": "confirmed",
"confirmations": 26526
}
]
},
"ltc": {
"blockchain": {
"id": "ltc",
"name": "Litecoin",
"block_duration": 180,
"safe_confirmations_amount": 6,
"last_block": 1613630,
"last_block_time": "2019-04-13 08:56:46",
"last_block_time_gmt": "2019-04-13 07:56:46",
"transaction_base_url": "https://chain.so/tx/LTC/%s"
},
"status": "confirmed",
"confirmed_at_gmt": "2018-10-17 18:18:36",
"confirmed_at": "2018-10-17 19:18:36",
"confirmations": 485226,
"stamped_in": 0,
"pending_blocks": 0,
"pending_time": 0,
"transactions": [
{
"id": "f8c30d26cdbb54ce7685e0da2001f3d6d61ab6a8d39d5a5b49e45713ba88901c",
"prefix": "533635F5",
"hash": "DA214F254CA3489EF36B8BEF3593ABA834E883C686EB3C0971E6C1B75AF4B1A7",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "16AFD9B28873E04D85A1096C0E9DD78AFDF0DF85564AFADA0149BFDCE7866C0E"
}, {
"right": "73B73D77E20E185067208E4CA1B547C38E3D1096B8A5B7EBF9D1CD98FC344FB3"
}, {
"left": "77A7209090E4E57B147AED10DB6EA600B116C0AD2A9B73C343E2895ADBB31C88"
}, {
"left": "29A15A6E31C4E6B77387901F74036FDDC578CEE961E28C265712AB95B00E1EDE"
}, {
"left": "6E3E2F7A08A3C6708AD06A3B87DDC65A190BF7A0F7B1565CF1622BF207997591"
}, {
"right": "A2FA4A0E519363796F1C545F89D26755A65EB35A3FFE9F92FE56A4FA1E7702C9"
}, {
"left": "FA842638D2BEA731CF94C370E18F048EAAD631721C33A538EF2BD2D82B44E08F"
}, {
"left": "9B155B561D22BAF90692C1BE09116C327F3D98C971904035DFD76B1A560EEBE6"
}, {
"right": "A93155B3C97790366C8C6F683069CC4DE0CA7E19D2EBCB17AF542A49D3262C65"
}, {
"left": "0A20D601957A5F2B4D941C1FDF9686F2DB7635E48E516F7970B51F2818ED7FAB"
}, {
"right": "9111E12639D8B7B1E3206632C9DDF1FA241E36B5D0F74C72D4F0C66DA431BC05"
}, {
"left": "4326AEBE1828C8A5194633D612B76D9B94E6DB253AE3FF16E8B394E25A28E6F1"
}, {
"left": "711619AF05B456FD7C34CED54566E9A4805D91E0E05E4EDCFB40FA24D56A0613"
}, {
"left": "68DFF765854D01392630365DD1E0B091483197B27E70D10B578BD71110DB181A"
}, {
"left": "CC3D37AE01E38F422EBC1F4A1E460316F982E37EA6A6BA5B212B5B0C93A67D7F"
}, {
"right": "D651E18A8557EC05FB91B2D03A8590A294F899141C375252744AC3792FF1CF1F"
}
],
"block_number": "1510935",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:01:33",
"status": "confirmed",
"confirmations": 126822
}, {
"id": "dc697eda158d111bc2f39dcb714a8a931587a837ef273b2ba6ee2fdcfd456bef",
"prefix": "53360886",
"hash": "2482A688DC5E25F7CE2F9712F93A5CF3286E824E9C830700BF39C7C51EAFBCC1",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "BD272EC1CA45007A08E21BF4784A3874DB4E4B209E40691F8D41C5638063F222"
}, {
"left": "9A84B60512DE8DF7B7A10C89007EF2FAA9078F2A9C119DF095C58DB3B920718E"
}, {
"left": "9D414374267745DAED97C31AD063B237CEB30DA48A5B9272CB80904A6C285A2C"
}, {
"left": "E1D2A952CB89F889CC4712B119DF05D50FA1562B612DB6E21DA0C5E0CE8C88D4"
}, {
"left": "6AE8F0B49936127E85ED2506D2E9AD129AC0177D857D9A0F76BBB1D6C23A850E"
}, {
"left": "93B1D9CA7A673ABF3BF121DA30125EC5CC4A5872FEB69811661A5855A0FF5142"
}, {
"right": "DED108EF6F31200AC6AA6DD826DB5BE3F86E3231C149DCD6B05888643A54AF31"
}, {
"right": "1DD0C1BCDEABB2FACAD655741563518C95D84E206AA595C6A382B43F1128B394"
}, {
"right": "8A70D88ADBC962751C3F01631B02C17098420E66FAF425BD98CE280E77612910"
}, {
"right": "0B989444046084DBCD2B7632D21EFD8D44B3370147C0F679D3922DD5ED7E74F2"
}, {
"left": "7CEA5932DADDD0C834F820254EF7D0AAF7ADE070027B9DBDEA37E43BF17166C8"
}, {
"right": "E639C81F198CBAE4CFB329522CF785435C2D5FF0C098A13468AF83B271BBB8AA"
}, {
"right": "99B83EC3199CDC1F4333C3616996CE710E1DF141C125B3B79DE420D60E42D6F8"
}, {
"right": "1529C5B5F0AFA1DE9BB36EB6E9E234D46A2789E83A58D6310C84D259F3F4C83B"
}, {
"right": "A0FAB992143118A5FD53E69781FF42F45C1056621D61BB4C998BC41195585084"
}, {
"right": "02A5DEFC7B9A8204FB9601759351A9FD32297EEF2846EDA52E1D71E3EA828394"
}
],
"block_number": "1510936",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:03:05",
"status": "confirmed",
"confirmations": 126644
}, {
"id": "f40df3bf0ecb77f821390abd79e431229a40255384e03653cea458388145b05e",
"prefix": "53363583",
"hash": "42FD720A0A0D9E4D7D923149AFA572BFB8267BFF9746E2755756E498338D1B39",
"hash_method": "SHA256",
"siblings": [
{
"left": "983155C60B5ACDE5D0DCFE88B4CE859AB43F9AF4CEC5478E85B15691904D4129"
}, {
"right": "3ACE28E07E92F5FF9891571ABDC0B47278B4C38FD0EBE0C2609B89D776791F0C"
}, {
"left": "C5A011BA82FF02C0AEDF0C305D2043369E77A168EDA66173C5E53364666D1DC1"
}, {
"right": "8C758E254D53E270E4B96A79138F12F993EFA913EB8DC2CCEB1A2FED8E69FA24"
}, {
"left": "8263A0B933FAEA851CA88787AB70B5CF1E3850AB565152D5A30857DD6B490366"
}, {
"right": "30B1D0A475E6900F2E495E426DED43282A547B381095A0EA4DA6D60B5A6E9389"
}, {
"right": "CACDB2C731282F427445FC75FE56C6C09A62336A224A8062B9F57E01A987209F"
}, {
"left": "BB3211D19F7113E45EE46F8EDEC16EE3469A6BB449A909184DF0C0E4A97846F6"
}, {
"right": "5383FA53B898EDE5C24124691E83A85930F7CFCC60BE611018B52991DDE0685C"
}, {
"left": "05740369BA90AF0219CA01D8D0F43C440C809C6C437892D209DA396B5702549F"
}, {
"right": "DD8E5781365744919AE3D41C16586B4EB1FE28252A63EE13F82D0201BFA1B6B5"
}
],
"block_number": "1510936",
"created_at": "2018-10-17 16:01:38",
"confirmed_at": "2018-10-17 16:02:42",
"status": "confirmed",
"confirmations": 129111
}, {
"id": "dbc0c8df7c2c17350ebcd59f9a973577f48e497a8e4506bdd52d300a210119cb",
"prefix": "53363583",
"hash": "E5F510B8C77873D2167B4E9FF78383E16AA517B0F4873D2EA21D0F8F25EF3DCC",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "F95B243DD2272FF24D83907E6A82433AD93F3C4127CDD477F80AF05FCAA7A495"
}, {
"right": "38D3DD9056FC849E91B96FD314CC9AFCD4A29E587AA508DFCF1729138F47CF16"
}, {
"right": "3BAEB8A779BE2BD45E4571B6F1DB264F0EDAFFB932CB5F2F367B32D4F044CDC2"
}, {
"right": "CDBD00CFBDDBF2D0768C40C8083F09B18FC139A9CC6E363BF61D2B1ECC0B94C1"
}, {
"left": "F2F556588B71F17B303DE494A8E745C08019988A8AD6CC219C7D1AFF43DABE20"
}, {
"left": "CCA0ABF9AE2B9F80318EAA79145B429575B76622CEB5D7540ED069897198FA94"
}, {
"left": "431F623C90CC8E11066B22EB358E222B2C1BD91089E6297A31AD9FC15E32F6C6"
}, {
"right": "5272487690E44F362EC056535C73C196896B73C6331438A02F5368C08F13A437"
}, {
"left": "2F1EA4B624403CE0ABD9D846833662DDDA679E9F4A44140ECABBE4DC80F30425"
}, {
"right": "7CE4F6633EC380A20527A9841D25FF031336169426CE7E6AC44B6D0F1ADAB172"
}, {
"right": "14F6B65BB8DBF3D988A432DA17CC40E9BFCA3FE866CE3EF850907C19AD049E4E"
}, {
"left": "64728DC72ACBD2E3E2C63FF44ECDC0EFA522C559C0B9624F3E47CBF1CB1F9E69"
}
],
"block_number": "1510981",
"created_at": "2018-10-17 18:14:42",
"confirmed_at": "2018-10-17 18:18:36",
"status": "confirmed",
"confirmations": 102649
}
]
},
"eth": {
"blockchain": {
"id": "eth",
"name": "Ethereum",
"block_duration": 15,
"safe_confirmations_amount": 7,
"last_block": 7560903,
"last_block_time": "2019-04-13 18:20:09",
"last_block_time_gmt": "2019-04-13 17:20:09",
"transaction_base_url": "https://etherscan.io/tx/%s"
},
"status": "confirmed",
"confirmed_at_gmt": "2018-10-17 17:19:53",
"confirmed_at": "2018-10-17 18:19:53",
"confirmations": 8029244,
"stamped_in": 0,
"pending_blocks": 0,
"pending_time": 0,
"transactions": [
{
"id": "0x55589262c66d0f3ca416571b5b8a57fc13ee7e577d1a7d4173c7034d0f422dba",
"prefix": "53360886",
"hash": "764FE8F5890D0218D0AD7270257EA0FB1FC4AA4C4E5D33CCB799AFF1E18C1159",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "BD272EC1CA45007A08E21BF4784A3874DB4E4B209E40691F8D41C5638063F222"
}, {
"left": "9A84B60512DE8DF7B7A10C89007EF2FAA9078F2A9C119DF095C58DB3B920718E"
}, {
"left": "9D414374267745DAED97C31AD063B237CEB30DA48A5B9272CB80904A6C285A2C"
}, {
"left": "E1D2A952CB89F889CC4712B119DF05D50FA1562B612DB6E21DA0C5E0CE8C88D4"
}, {
"left": "6AE8F0B49936127E85ED2506D2E9AD129AC0177D857D9A0F76BBB1D6C23A850E"
}, {
"left": "93B1D9CA7A673ABF3BF121DA30125EC5CC4A5872FEB69811661A5855A0FF5142"
}, {
"right": "DED108EF6F31200AC6AA6DD826DB5BE3F86E3231C149DCD6B05888643A54AF31"
}, {
"right": "1DD0C1BCDEABB2FACAD655741563518C95D84E206AA595C6A382B43F1128B394"
}, {
"right": "8A70D88ADBC962751C3F01631B02C17098420E66FAF425BD98CE280E77612910"
}, {
"right": "0B989444046084DBCD2B7632D21EFD8D44B3370147C0F679D3922DD5ED7E74F2"
}, {
"left": "7CEA5932DADDD0C834F820254EF7D0AAF7ADE070027B9DBDEA37E43BF17166C8"
}, {
"right": "E639C81F198CBAE4CFB329522CF785435C2D5FF0C098A13468AF83B271BBB8AA"
}
],
"block_number": null,
"created_at": "2018-10-17 16:01:32",
"confirmed_at": null,
"status": "pending",
"confirmations": null
}, {
"id": "0x631f45bdcb16c4ee031a8dafee3e0cf8237b97c68f5441dbc634bcff365e6caf",
"prefix": "53363583",
"hash": "CC831FE82EE7EA8B4109C3A8C19BFC6E79C448662232B26797E8B8B615D3DD66",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "2643F2FB22C6160780F4A2F2950CE86A71DDC4317C64680D139AFC6ACE8DA1FB"
}, {
"left": "1496DAB5B96DAB1FE66EAB067E99080A8E2A89B599F3A3C35FB10D80614736AE"
}, {
"right": "C2E9C0ED26D9D6FDA234584546250E06678A6A1121D93B1EBAE69A73DADC634A"
}, {
"left": "C4B16DA1D35E0E932B17C317E72F06AC69F005A8466AF7CEFB5238A7B2D597E4"
}, {
"right": "D89BF647AB55CB2BD81893527C0F09F19F35E90DE6E8FFE394E586B3CA43BAF5"
}, {
"left": "CB65DE31B75B647BD61BB9AD88C3D379F947D5FE05F7518C3F2E96E73A44C966"
}, {
"right": "508F915F5A4B663419B464DF3BC92DAD21969D226B349E8A26CF2FDE4CC08DAF"
}, {
"left": "5E1FEC95EEF300DB86D36B0364FE6906EA0C8039093C81147EF2B580786446C0"
}, {
"left": "D31DD6D9D9E2BB7CB7102A2214B83A383E274FD5CDBFEE37D53B04209ECB4C8D"
}, {
"right": "CA34C81B37B04E576F6A33C032D48F1E8CE840405544D6323814E2F56BC25FE0"
}
],
"block_number": null,
"created_at": "2018-10-17 16:01:32",
"confirmed_at": null,
"status": "pending",
"confirmations": null
}, {
"id": "0x0270e4b1da7f9ebe60105a4bb3463a12d3b975e8797b950d9f4ca04ab9db4cf9",
"prefix": "53363583",
"hash": "E80ABE4404DD47C25DED189B55FA1692CFA559AD7FC4991607BCC09865FB986E",
"hash_method": "SHA256",
"siblings": [
{
"left": "983155C60B5ACDE5D0DCFE88B4CE859AB43F9AF4CEC5478E85B15691904D4129"
}, {
"right": "3ACE28E07E92F5FF9891571ABDC0B47278B4C38FD0EBE0C2609B89D776791F0C"
}, {
"left": "C5A011BA82FF02C0AEDF0C305D2043369E77A168EDA66173C5E53364666D1DC1"
}, {
"right": "8C758E254D53E270E4B96A79138F12F993EFA913EB8DC2CCEB1A2FED8E69FA24"
}, {
"left": "8263A0B933FAEA851CA88787AB70B5CF1E3850AB565152D5A30857DD6B490366"
}, {
"right": "30B1D0A475E6900F2E495E426DED43282A547B381095A0EA4DA6D60B5A6E9389"
}, {
"right": "CACDB2C731282F427445FC75FE56C6C09A62336A224A8062B9F57E01A987209F"
}
],
"block_number": null,
"created_at": "2018-10-17 16:01:38",
"confirmed_at": null,
"status": "pending",
"confirmations": null
}, {
"id": "0xf067eccf260c8eee6558ea874c78b558e4092a976b46315ee2075120f994baa5",
"prefix": "53363583",
"hash": "3026A36EBDC43CED8E4CC6FE711BE87D493D32D20CACDA820059C4182A0BA25E",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "F95B243DD2272FF24D83907E6A82433AD93F3C4127CDD477F80AF05FCAA7A495"
}, {
"right": "38D3DD9056FC849E91B96FD314CC9AFCD4A29E587AA508DFCF1729138F47CF16"
}, {
"left": "93B2EAFAD74D65699105CC7EE8719689B86FEA5D6E555698730BE36308B2EE95"
}, {
"left": "5D710A042495BB170798CEEFE4BDE9FC6B7A116E7C7AD531B5CA123157B46E25"
}, {
"right": "F7FADB46E5DB5F439804C72386773CAA3DF21D69EAD4908516F7762C6614E95A"
}, {
"left": "0E940AE828C349A9C2E28D8601E4FC41BE112204DDB7D7C29171FBC8CBCBE646"
}, {
"right": "A7468DE505C90AC9023F25333C5E8A1D53683F28360F9E21EAC0A5627E0A7F47"
}, {
"left": "010AEF6F533AD5C4F114729DAC0055044C62DB7615233EB9BCB3BE6928A21CA9"
}, {
"right": "FB71B81E537624CDAEF4BD9D58AD2B27E4D12BC4490EFBB59E75D39FDD5FE0F9"
}, {
"right": "6879CB5A45850DB11964C0E9EE59179832861848976141F2766C92444B4145B2"
}
],
"block_number": "5191854",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:01:33",
"status": "confirmed",
"confirmations": 2369049
}, {
"id": "0x0a31193dc0736e2d46c59b691ea9cf7f28ef4ce0875aa67ddd0a117377931cc7",
"prefix": "533635F5",
"hash": "25071204A18450F1F8A3367C0BD9D7CA88F8379DE1B9382BCCFEC86E8BC12021",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "16AFD9B28873E04D85A1096C0E9DD78AFDF0DF85564AFADA0149BFDCE7866C0E"
}, {
"right": "73B73D77E20E185067208E4CA1B547C38E3D1096B8A5B7EBF9D1CD98FC344FB3"
}, {
"left": "77A7209090E4E57B147AED10DB6EA600B116C0AD2A9B73C343E2895ADBB31C88"
}, {
"left": "29A15A6E31C4E6B77387901F74036FDDC578CEE961E28C265712AB95B00E1EDE"
}, {
"left": "6E3E2F7A08A3C6708AD06A3B87DDC65A190BF7A0F7B1565CF1622BF207997591"
}, {
"right": "A2FA4A0E519363796F1C545F89D26755A65EB35A3FFE9F92FE56A4FA1E7702C9"
}, {
"left": "FA842638D2BEA731CF94C370E18F048EAAD631721C33A538EF2BD2D82B44E08F"
}, {
"left": "9B155B561D22BAF90692C1BE09116C327F3D98C971904035DFD76B1A560EEBE6"
}, {
"right": "A93155B3C97790366C8C6F683069CC4DE0CA7E19D2EBCB17AF542A49D3262C65"
}, {
"left": "0A20D601957A5F2B4D941C1FDF9686F2DB7635E48E516F7970B51F2818ED7FAB"
}, {
"right": "9111E12639D8B7B1E3206632C9DDF1FA241E36B5D0F74C72D4F0C66DA431BC05"
}
],
"block_number": "5244541",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:07:11",
"status": "confirmed",
"confirmations": 2316362
}, {
"id": "0xc1ab5b7dda4bd712e455afb362dd71654d36279ef354a65d66911814948b6641",
"prefix": "53360886",
"hash": "99B83EC3199CDC1F4333C3616996CE710E1DF141C125B3B79DE420D60E42D6F8",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "C174D3A9BA401A23EF9737FF7DE77185E125764C4B5DDD3927075D1F5D8B5783"
}, {
"right": "D8F571460D2D68A553EC1CE938101FA1B626EE08507CB5AA153DA746FEC8D316"
}, {
"left": "0E936885BF2A7810A0DE5441CF23BB69447B86C960B3E5F8FF0EB24653A4389F"
}, {
"left": "BD7D37372960F61F1A996A24EA6EF742C17DB3A2DB5FCD66052B713229BC2272"
}, {
"right": "E5F37B27A5FAECE14C250A02CB7112306D44A53975DF8F20B9A61CE97C52DA80"
}, {
"right": "2407FE0AE5097BF6F803092315FFE9035DA3509B4C744AC964A291CA198B0228"
}, {
"left": "2ED52E5CB2EC3BB2A12F3F853D72AE6A384004C8E395B764E7F93909DE0D5621"
}, {
"right": "32456E4A17D0107517F21BC726FE7528159FC534A6C7899EDDD83EE125B931DE"
}, {
"left": "180FF379DB33F21F5A806D12117D309588A38FDBCA9C6BE37C81D44CF6560ACC"
}, {
"right": "38C4E3BCBD088A3A92FB61AA90B91D40E12BAC3257A81748D3212530A60FB151"
}, {
"left": "7A26F3C2002A1D7FA349D4C947916E67FAA4FC5A36310E9A74BDD7A667BDADB5"
}
],
"block_number": "5244986",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:06:42",
"status": "confirmed",
"confirmations": 2315917
}, {
"id": "0xd8aa6997e9e0fa2486e5cd7ed53719b49688e38f3c8da6566cba64733951e047",
"prefix": "53363583",
"hash": "6324CEB38AAF9808060C6F144398D3989CEC60538227890138E68D799345013E",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "F95B243DD2272FF24D83907E6A82433AD93F3C4127CDD477F80AF05FCAA7A495"
}, {
"right": "38D3DD9056FC849E91B96FD314CC9AFCD4A29E587AA508DFCF1729138F47CF16"
}, {
"right": "3BAEB8A779BE2BD45E4571B6F1DB264F0EDAFFB932CB5F2F367B32D4F044CDC2"
}, {
"right": "CDBD00CFBDDBF2D0768C40C8083F09B18FC139A9CC6E363BF61D2B1ECC0B94C1"
}, {
"left": "F2F556588B71F17B303DE494A8E745C08019988A8AD6CC219C7D1AFF43DABE20"
}, {
"left": "CCA0ABF9AE2B9F80318EAA79145B429575B76622CEB5D7540ED069897198FA94"
}, {
"left": "431F623C90CC8E11066B22EB358E222B2C1BD91089E6297A31AD9FC15E32F6C6"
}, {
"right": "5272487690E44F362EC056535C73C196896B73C6331438A02F5368C08F13A437"
}
],
"block_number": "6532987",
"created_at": "2018-10-17 16:36:35",
"confirmed_at": "2018-10-17 17:19:53",
"status": "confirmed",
"confirmations": 1027916
}
]
},
"etc": {
"blockchain": {
"id": "etc",
"name": "Ethereum Classic",
"block_duration": 15,
"safe_confirmations_amount": 10,
"last_block": 7844823,
"last_block_time": "2019-04-13 10:19:11",
"last_block_time_gmt": "2019-04-13 09:19:11",
"transaction_base_url": "https://gastracker.io/tx/%s"
},
"status": "confirmed",
"confirmed_at_gmt": "2018-10-17 17:19:53",
"confirmed_at": "2018-10-17 18:19:53",
"confirmations": 10422138,
"stamped_in": 0,
"pending_blocks": 0,
"pending_time": 0,
"transactions": [
{
"id": "0xc3913d8ccf9ee1febf387b2155448f776da7d044f05b1e6e0dedc28632afb4dc",
"prefix": "53360886",
"hash": "764FE8F5890D0218D0AD7270257EA0FB1FC4AA4C4E5D33CCB799AFF1E18C1159",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "BD272EC1CA45007A08E21BF4784A3874DB4E4B209E40691F8D41C5638063F222"
}, {
"left": "9A84B60512DE8DF7B7A10C89007EF2FAA9078F2A9C119DF095C58DB3B920718E"
}, {
"left": "9D414374267745DAED97C31AD063B237CEB30DA48A5B9272CB80904A6C285A2C"
}, {
"left": "E1D2A952CB89F889CC4712B119DF05D50FA1562B612DB6E21DA0C5E0CE8C88D4"
}, {
"left": "6AE8F0B49936127E85ED2506D2E9AD129AC0177D857D9A0F76BBB1D6C23A850E"
}, {
"left": "93B1D9CA7A673ABF3BF121DA30125EC5CC4A5872FEB69811661A5855A0FF5142"
}, {
"right": "DED108EF6F31200AC6AA6DD826DB5BE3F86E3231C149DCD6B05888643A54AF31"
}, {
"right": "1DD0C1BCDEABB2FACAD655741563518C95D84E206AA595C6A382B43F1128B394"
}, {
"right": "8A70D88ADBC962751C3F01631B02C17098420E66FAF425BD98CE280E77612910"
}, {
"right": "0B989444046084DBCD2B7632D21EFD8D44B3370147C0F679D3922DD5ED7E74F2"
}, {
"left": "7CEA5932DADDD0C834F820254EF7D0AAF7ADE070027B9DBDEA37E43BF17166C8"
}, {
"right": "E639C81F198CBAE4CFB329522CF785435C2D5FF0C098A13468AF83B271BBB8AA"
}
],
"block_number": null,
"created_at": "2018-10-17 16:01:32",
"confirmed_at": null,
"status": "pending",
"confirmations": null
}, {
"id": "0x8118d35d8c9849abff3841b06008511eaba4e695e88c85276de5395075bab832",
"prefix": "53360886",
"hash": "99B83EC3199CDC1F4333C3616996CE710E1DF141C125B3B79DE420D60E42D6F8",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "C174D3A9BA401A23EF9737FF7DE77185E125764C4B5DDD3927075D1F5D8B5783"
}, {
"right": "D8F571460D2D68A553EC1CE938101FA1B626EE08507CB5AA153DA746FEC8D316"
}, {
"left": "0E936885BF2A7810A0DE5441CF23BB69447B86C960B3E5F8FF0EB24653A4389F"
}, {
"left": "BD7D37372960F61F1A996A24EA6EF742C17DB3A2DB5FCD66052B713229BC2272"
}, {
"right": "E5F37B27A5FAECE14C250A02CB7112306D44A53975DF8F20B9A61CE97C52DA80"
}, {
"right": "2407FE0AE5097BF6F803092315FFE9035DA3509B4C744AC964A291CA198B0228"
}, {
"left": "2ED52E5CB2EC3BB2A12F3F853D72AE6A384004C8E395B764E7F93909DE0D5621"
}, {
"right": "32456E4A17D0107517F21BC726FE7528159FC534A6C7899EDDD83EE125B931DE"
}, {
"left": "180FF379DB33F21F5A806D12117D309588A38FDBCA9C6BE37C81D44CF6560ACC"
}, {
"right": "38C4E3BCBD088A3A92FB61AA90B91D40E12BAC3257A81748D3212530A60FB151"
}, {
"left": "7A26F3C2002A1D7FA349D4C947916E67FAA4FC5A36310E9A74BDD7A667BDADB5"
}
],
"block_number": null,
"created_at": "2018-10-17 16:01:32",
"confirmed_at": null,
"status": "pending",
"confirmations": null
}, {
"id": "0x2cf1d695bdf85fefd75db5ea5aa945a6bbc2ddb444fc7664bb7589447a28ee50",
"prefix": "53363583",
"hash": "3026A36EBDC43CED8E4CC6FE711BE87D493D32D20CACDA820059C4182A0BA25E",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "F95B243DD2272FF24D83907E6A82433AD93F3C4127CDD477F80AF05FCAA7A495"
}, {
"right": "38D3DD9056FC849E91B96FD314CC9AFCD4A29E587AA508DFCF1729138F47CF16"
}, {
"left": "93B2EAFAD74D65699105CC7EE8719689B86FEA5D6E555698730BE36308B2EE95"
}, {
"left": "5D710A042495BB170798CEEFE4BDE9FC6B7A116E7C7AD531B5CA123157B46E25"
}, {
"right": "F7FADB46E5DB5F439804C72386773CAA3DF21D69EAD4908516F7762C6614E95A"
}, {
"left": "0E940AE828C349A9C2E28D8601E4FC41BE112204DDB7D7C29171FBC8CBCBE646"
}, {
"right": "A7468DE505C90AC9023F25333C5E8A1D53683F28360F9E21EAC0A5627E0A7F47"
}, {
"left": "010AEF6F533AD5C4F114729DAC0055044C62DB7615233EB9BCB3BE6928A21CA9"
}, {
"right": "FB71B81E537624CDAEF4BD9D58AD2B27E4D12BC4490EFBB59E75D39FDD5FE0F9"
}, {
"right": "6879CB5A45850DB11964C0E9EE59179832861848976141F2766C92444B4145B2"
}
],
"block_number": "5490564",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:06:36",
"status": "confirmed",
"confirmations": 2354259
}, {
"id": "0xc666ade88e08e81d48130f61c24bfda640670c6fe3b6a2611f61bd62aa4cb9c7",
"prefix": "53363583",
"hash": "CC831FE82EE7EA8B4109C3A8C19BFC6E79C448662232B26797E8B8B615D3DD66",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "2643F2FB22C6160780F4A2F2950CE86A71DDC4317C64680D139AFC6ACE8DA1FB"
}, {
"left": "1496DAB5B96DAB1FE66EAB067E99080A8E2A89B599F3A3C35FB10D80614736AE"
}, {
"right": "C2E9C0ED26D9D6FDA234584546250E06678A6A1121D93B1EBAE69A73DADC634A"
}, {
"left": "C4B16DA1D35E0E932B17C317E72F06AC69F005A8466AF7CEFB5238A7B2D597E4"
}, {
"right": "D89BF647AB55CB2BD81893527C0F09F19F35E90DE6E8FFE394E586B3CA43BAF5"
}, {
"left": "CB65DE31B75B647BD61BB9AD88C3D379F947D5FE05F7518C3F2E96E73A44C966"
}, {
"right": "508F915F5A4B663419B464DF3BC92DAD21969D226B349E8A26CF2FDE4CC08DAF"
}, {
"left": "5E1FEC95EEF300DB86D36B0364FE6906EA0C8039093C81147EF2B580786446C0"
}, {
"left": "D31DD6D9D9E2BB7CB7102A2214B83A383E274FD5CDBFEE37D53B04209ECB4C8D"
}, {
"right": "CA34C81B37B04E576F6A33C032D48F1E8CE840405544D6323814E2F56BC25FE0"
}
],
"block_number": "5492511",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:01:33",
"status": "confirmed",
"confirmations": 2352312
}, {
"id": "0xfd6869f64e7dffc571576a305ddff27ea936b15da82cf788ce9662ca277b42b4",
"prefix": "53363583",
"hash": "E80ABE4404DD47C25DED189B55FA1692CFA559AD7FC4991607BCC09865FB986E",
"hash_method": "SHA256",
"siblings": [
{
"left": "983155C60B5ACDE5D0DCFE88B4CE859AB43F9AF4CEC5478E85B15691904D4129"
}, {
"right": "3ACE28E07E92F5FF9891571ABDC0B47278B4C38FD0EBE0C2609B89D776791F0C"
}, {
"left": "C5A011BA82FF02C0AEDF0C305D2043369E77A168EDA66173C5E53364666D1DC1"
}, {
"right": "8C758E254D53E270E4B96A79138F12F993EFA913EB8DC2CCEB1A2FED8E69FA24"
}, {
"left": "8263A0B933FAEA851CA88787AB70B5CF1E3850AB565152D5A30857DD6B490366"
}, {
"right": "30B1D0A475E6900F2E495E426DED43282A547B381095A0EA4DA6D60B5A6E9389"
}, {
"right": "CACDB2C731282F427445FC75FE56C6C09A62336A224A8062B9F57E01A987209F"
}
],
"block_number": "5518807",
"created_at": "2018-10-17 16:01:38",
"confirmed_at": "2018-10-17 16:02:42",
"status": "confirmed",
"confirmations": 2326016
}, {
"id": "0x1e46b7791292fe98c99cecf82bae92a2baa753293bf73854e0a51286ec76afc9",
"prefix": "533635F5",
"hash": "25071204A18450F1F8A3367C0BD9D7CA88F8379DE1B9382BCCFEC86E8BC12021",
"hash_method": "SHA256",
"siblings": [
{
"left": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"right": "16AFD9B28873E04D85A1096C0E9DD78AFDF0DF85564AFADA0149BFDCE7866C0E"
}, {
"right": "73B73D77E20E185067208E4CA1B547C38E3D1096B8A5B7EBF9D1CD98FC344FB3"
}, {
"left": "77A7209090E4E57B147AED10DB6EA600B116C0AD2A9B73C343E2895ADBB31C88"
}, {
"left": "29A15A6E31C4E6B77387901F74036FDDC578CEE961E28C265712AB95B00E1EDE"
}, {
"left": "6E3E2F7A08A3C6708AD06A3B87DDC65A190BF7A0F7B1565CF1622BF207997591"
}, {
"right": "A2FA4A0E519363796F1C545F89D26755A65EB35A3FFE9F92FE56A4FA1E7702C9"
}, {
"left": "FA842638D2BEA731CF94C370E18F048EAAD631721C33A538EF2BD2D82B44E08F"
}, {
"left": "9B155B561D22BAF90692C1BE09116C327F3D98C971904035DFD76B1A560EEBE6"
}, {
"right": "A93155B3C97790366C8C6F683069CC4DE0CA7E19D2EBCB17AF542A49D3262C65"
}, {
"left": "0A20D601957A5F2B4D941C1FDF9686F2DB7635E48E516F7970B51F2818ED7FAB"
}, {
"right": "9111E12639D8B7B1E3206632C9DDF1FA241E36B5D0F74C72D4F0C66DA431BC05"
}
],
"block_number": "5540839",
"created_at": "2018-10-17 16:01:32",
"confirmed_at": "2018-10-17 16:02:22",
"status": "confirmed",
"confirmations": 2303984
}, {
"id": "0xe3302638dc7ac1cae6bf7ac69f81697ce5c7e0618830544e84ad36a3663011d6",
"prefix": "53363583",
"hash": "6324CEB38AAF9808060C6F144398D3989CEC60538227890138E68D799345013E",
"hash_method": "SHA256",
"siblings": [
{
"right": "F3E1C90C1CFE250E324517775922EE21DF45CEB17A98FB0462AA27EFF65E8640"
}, {
"left": "F95B243DD2272FF24D83907E6A82433AD93F3C4127CDD477F80AF05FCAA7A495"
}, {
"right": "38D3DD9056FC849E91B96FD314CC9AFCD4A29E587AA508DFCF1729138F47CF16"
}, {
"right": "3BAEB8A779BE2BD45E4571B6F1DB264F0EDAFFB932CB5F2F367B32D4F044CDC2"
}, {
"right": "CDBD00CFBDDBF2D0768C40C8083F09B18FC139A9CC6E363BF61D2B1ECC0B94C1"
}, {
"left": "F2F556588B71F17B303DE494A8E745C08019988A8AD6CC219C7D1AFF43DABE20"
}, {
"left": "CCA0ABF9AE2B9F80318EAA79145B429575B76622CEB5D7540ED069897198FA94"
}, {
"left": "431F623C90CC8E11066B22EB358E222B2C1BD91089E6297A31AD9FC15E32F6C6"
}, {
"right": "5272487690E44F362EC056535C73C196896B73C6331438A02F5368C08F13A437"
}
],
"block_number": "6759256",
"created_at": "2018-10-17 16:36:35",
"confirmed_at": "2018-10-17 17:19:53",
"status": "confirmed",
"confirmations": 1085567
}
]
}
},
"content_decoded": {
"title": "Dark social and the search for relevance",
"content": "The social web is changing. It is moving from the light into the darkness. Sounds ominous, but perhaps only for conservative marketers. \r\n\r\nDark social is neatly summarised by Kristina Dimitrova at Contagious as, u201cSharing content outside of what can be measured by web analytics programs.u201d The term was first used in 2012 by Alexis Madrigal in an article in The Atlantic. Madrigalu2019s observation was that the popular misconception of the web is of a public space, of websites and open networks, where we share completely openly on blogs, Twitter and Wikipedia or semi-openly on Facebook and now Instagram. Hence the terms, the social web or web 2.0, which became popular in the 2000s to describe the second evolution of the web.\r\n\r\nIn fact, the web has always been largely private, one to one or small group based, using email, chat-rooms and messaging apps. It is in these private spaces, much harder or impossible for web analytics (e.g. Google Analytics) and social listening (e.g. Brandwatch) to index and measure, that much of the webu2019s social activity (sharing, conversation etc.) happens.\r\n\r\nExperienced digital marketers have known this for years, but while traditional platforms (organic and paid) continued to drive strong results, most have tended to stick to the path well trodden. \r\n\r\nTwo behaviours are forcing a rethink; the rise of the ad blocker and a dramatic increase in messenger app usage.\r\nThe rise of the ad blocker\r\nSocial media has never been the inexpensive shortcut to brand marketing that some believed (or hoped) it would be in the early days of the social web, but it was relatively straightforward. \r\n\r\nYou could launch on Facebook and provided your content strategy was good and your brand wasnu2019t hated (or maybe because it was), you could with relative ease grow an audience of tens -if not hundreds- of thousands of followers, with reasonable engagement levels. Whether this audience made a difference to the long-term success of your brand is another question.\r\n\r\nSince Facebook introduced the News Feed (2009), then Edgerank (2011) and started penalising overtly promotional posts (2014) it has become, from a marketing perspective, a paid media channel. You pay for reach, access to an increasingly sophisticated range of ad formats, and can measure both brand uplift and hard conversions.\r\n\r\nAd blockers threaten the effectiveness of the paid social media model. When (in the UK) 16% and rising of the digital paid media audience no longer sees your message, the missed opportunity presented by dark social becomes even more acute.\r\n\r\n\r\n\r\n \r\n\r\n\r\nSource: PageFair ad blocker survey 2017\r\n\r\nThe rise in popularity of messenger apps\r\nCoinciding with the rise in the use of ad blockers has been the rapid increase in theu00a0use of messenger apps, particularly Facebook Messenger and WhatsApp. \r\n\r\n\r\nSource: GlobalWebIndex Q4 2016, internet users aged 16-64 from outside China\r\nThis is significant, it means that Facebook, whilst still the number one social platform by far in terms of user accounts, is no longer the first place we visit to spend time u2018hanging outu2019 on our smartphones. \r\n\r\nThe ratio of Membership to Visits to Engagers is higher for messenger apps than for other leading social networks. So more of the activity - sharing, commenting, chatting with friends, arranging events - traditionally considered to make up online social behaviour is taking place in private, rather than where brands can reach an audience with targeted content and advertising.\r\n\r\nIndeed last year the Drum reported RadiumOne estimates 84% of global sharing is happening outside of public social networks; and yet according to eMarketer, over 90% of social and sharing marketing investment is going to those same public networks.\r\n\r\nTime for a rethink.\r\n\r\nOf course brands should not stop allocating paid media spend to traditional social networking platforms. But at Good Rebels our aim is to create more nuanced strategies, which see dark social as an opportunity, not a threat.\r\nDark social is just what social was at first\r\nLet's not kid ourselves. Social will always be social. If people share content it's because that content touches them, itu2019s meaningful, itu2019s relevant, it cuts through the noise. \r\n\r\nWhen brands started to build their first communities on Facebook or Twitter, they didn't care about engagement rates, share of voice or cost per click. They wanted conversations around their brand, that was what mattered.\r\n\r\nToday, in large part due to the rise of Facebooku2019s need to make billions of dollars in ad revenue, we care more about metrics than making great content happen. Even when weu2019re not sure we can trust the metrics we have.\r\nThe paradox is that people are also probably sharing more content on dark social than ever before because in these spaces it will get noticed and be more relevant to their friends.\r\nSo letu2019s be relevant\r\nAt Contagiousu2019s recent Now Next Why event, Mattias Ronge from Edelman Deportivo put up a slide containing a truism that too many brands and agencies would do well to remember.\r\n\r\n\r\n\r\nHow do we create that desire? The answer is simple but making it happen is hard. We must create content and experiences that people chose to engage with and share, not because weu2019ve paid to reach them but because we are relevant.\r\nGood Rebelsu2019 Relevance Framework\r\nTo help in the quest for relevance, fellow Rebelu00a0Pedro Gonzalez designed the Relevance Framework to help develop the right mindset when creating social content and experiences.\r\n\r\n\r\n\r\nBut what is relevant content? We may never get a final formula, but there are some rules:\r\n\r\n tRelevant content is different.\r\n tRelevant content makes sense in time and context, it taps into culture.\r\n tRelevant content is not intrusive.\r\n tRelevant content is smart.\r\n tRelevant content sells an attitude, not a product.\r\n tRelevant content connects a story with a brand in a unique way.\r\n tRelevant content needs good thinking and good production (time and money).\r\n tRelevant content is an experience.\r\n\r\nThe reality is that too many agencies, including sometimes Good Rebels, create too little relevant content. We are creating content because we are being paid for it, not because there is a reason to do it.\r\nFear not \r\nThousands of brands today are following the same exact strategy, create more and more content, and promote it. How many people appreciate these efforts? How many of our audience are saying or even thinking about how good this branded content is? Is this even what they expect or want from brands? \r\n\r\nThe truth is that no one is talking about these brands. Brands people talk about are relevant by themselves - by what they do and by what they believe in. These brands aren't just creating stories with their content, their whole brand tells a story.\r\n\r\nThis is innovation, this is technology, this offering something different, something useful. This creates relevance.\r\nu00a0Hail the pioneers\r\nFortunately weu2019re not alone, there are brands (and competitor agencies) out there with the courage, insight and imagination to re-engineer their brands and create groundbreaking and culturally relevant experiences that connect in new ways and are shared, in person, on the social web and yes, over dark social with millions of people each day. We have included three of our favourites, including one from Good Rebels, below\r\n\r\nDark social? No problem.\r\n-\r\nClarks and BBH Labs: From Rats to Rudeboys.\r\n\r\nToyota and Good Rebels: Lu00edgate Un Aygo\r\n\r\nNike and R/GA: On Demand",
"url": "https://www.goodrebels.com/dark-social-and-the-search-for-relevance/",
"authors": [
"Mark Ralphs",
"Joel Calafell"
],
"origin": "WP Blockchain",
"format": "wpblockchain"
},
"content": "{"title":"Dark social and the search for relevance","content":"The social web is changing. It is moving from the light into the darkness. Sounds ominous, but perhaps only for conservative marketers. \r\n\r\nDark social is neatly summarised by Kristina Dimitrova at Contagious as, \u201cSharing content outside of what can be measured by web analytics programs.\u201d The term was first used in 2012 by Alexis Madrigal in an article in The Atlantic. Madrigal\u2019s observation was that the popular misconception of the web is of a public space, of websites and open networks, where we share completely openly on blogs, Twitter and Wikipedia or semi-openly on Facebook and now Instagram. Hence the terms, the social web or web 2.0, which became popular in the 2000s to describe the second evolution of the web.\r\n\r\nIn fact, the web has always been largely private, one to one or small group based, using email, chat-rooms and messaging apps. It is in these private spaces, much harder or impossible for web analytics (e.g. Google Analytics) and social listening (e.g. Brandwatch) to index and measure, that much of the web\u2019s social activity (sharing, conversation etc.) happens.\r\n\r\nExperienced digital marketers have known this for years, but while traditional platforms (organic and paid) continued to drive strong results, most have tended to stick to the path well trodden. \r\n\r\nTwo behaviours are forcing a rethink; the rise of the ad blocker and a dramatic increase in messenger app usage.\r\nThe rise of the ad blocker\r\nSocial media has never been the inexpensive shortcut to brand marketing that some believed (or hoped) it would be in the early days of the social web, but it was relatively straightforward. \r\n\r\nYou could launch on Facebook and provided your content strategy was good and your brand wasn\u2019t hated (or maybe because it was), you could with relative ease grow an audience of tens -if not hundreds- of thousands of followers, with reasonable engagement levels. Whether this audience made a difference to the long-term success of your brand is another question.\r\n\r\nSince Facebook introduced the News Feed (2009), then Edgerank (2011) and started penalising overtly promotional posts (2014) it has become, from a marketing perspective, a paid media channel. You pay for reach, access to an increasingly sophisticated range of ad formats, and can measure both brand uplift and hard conversions.\r\n\r\nAd blockers threaten the effectiveness of the paid social media model. When (in the UK) 16% and rising of the digital paid media audience no longer sees your message, the missed opportunity presented by dark social becomes even more acute.\r\n\r\n\r\n\r\n \r\n\r\n\r\nSource: PageFair ad blocker survey 2017\r\n\r\nThe rise in popularity of messenger apps\r\nCoinciding with the rise in the use of ad blockers has been the rapid increase in the\u00a0use of messenger apps, particularly Facebook Messenger and WhatsApp. \r\n\r\n\r\nSource: GlobalWebIndex Q4 2016, internet users aged 16-64 from outside China\r\nThis is significant, it means that Facebook, whilst still the number one social platform by far in terms of user accounts, is no longer the first place we visit to spend time \u2018hanging out\u2019 on our smartphones. \r\n\r\nThe ratio of Membership to Visits to Engagers is higher for messenger apps than for other leading social networks. So more of the activity - sharing, commenting, chatting with friends, arranging events - traditionally considered to make up online social behaviour is taking place in private, rather than where brands can reach an audience with targeted content and advertising.\r\n\r\nIndeed last year the Drum reported RadiumOne estimates 84% of global sharing is happening outside of public social networks; and yet according to eMarketer, over 90% of social and sharing marketing investment is going to those same public networks.\r\n\r\nTime for a rethink.\r\n\r\nOf course brands should not stop allocating paid media spend to traditional social networking platforms. But at Good Rebels our aim is to create more nuanced strategies, which see dark social as an opportunity, not a threat.\r\nDark social is just what social was at first\r\nLet's not kid ourselves. Social will always be social. If people share content it's because that content touches them, it\u2019s meaningful, it\u2019s relevant, it cuts through the noise. \r\n\r\nWhen brands started to build their first communities on Facebook or Twitter, they didn't care about engagement rates, share of voice or cost per click. They wanted conversations around their brand, that was what mattered.\r\n\r\nToday, in large part due to the rise of Facebook\u2019s need to make billions of dollars in ad revenue, we care more about metrics than making great content happen. Even when we\u2019re not sure we can trust the metrics we have.\r\nThe paradox is that people are also probably sharing more content on dark social than ever before because in these spaces it will get noticed and be more relevant to their friends.\r\nSo let\u2019s be relevant\r\nAt Contagious\u2019s recent Now Next Why event, Mattias Ronge from Edelman Deportivo put up a slide containing a truism that too many brands and agencies would do well to remember.\r\n\r\n\r\n\r\nHow do we create that desire? The answer is simple but making it happen is hard. We must create content and experiences that people chose to engage with and share, not because we\u2019ve paid to reach them but because we are relevant.\r\nGood Rebels\u2019 Relevance Framework\r\nTo help in the quest for relevance, fellow Rebel\u00a0Pedro Gonzalez designed the Relevance Framework to help develop the right mindset when creating social content and experiences.\r\n\r\n\r\n\r\nBut what is relevant content? We may never get a final formula, but there are some rules:\r\n\r\n \tRelevant content is different.\r\n \tRelevant content makes sense in time and context, it taps into culture.\r\n \tRelevant content is not intrusive.\r\n \tRelevant content is smart.\r\n \tRelevant content sells an attitude, not a product.\r\n \tRelevant content connects a story with a brand in a unique way.\r\n \tRelevant content needs good thinking and good production (time and money).\r\n \tRelevant content is an experience.\r\n\r\nThe reality is that too many agencies, including sometimes Good Rebels, create too little relevant content. We are creating content because we are being paid for it, not because there is a reason to do it.\r\nFear not \r\nThousands of brands today are following the same exact strategy, create more and more content, and promote it. How many people appreciate these efforts? How many of our audience are saying or even thinking about how good this branded content is? Is this even what they expect or want from brands? \r\n\r\nThe truth is that no one is talking about these brands. Brands people talk about are relevant by themselves - by what they do and by what they believe in. These brands aren't just creating stories with their content, their whole brand tells a story.\r\n\r\nThis is innovation, this is technology, this offering something different, something useful. This creates relevance.\r\n\u00a0Hail the pioneers\r\nFortunately we\u2019re not alone, there are brands (and competitor agencies) out there with the courage, insight and imagination to re-engineer their brands and create groundbreaking and culturally relevant experiences that connect in new ways and are shared, in person, on the social web and yes, over dark social with millions of people each day. We have included three of our favourites, including one from Good Rebels, below\r\n\r\nDark social? No problem.\r\n-\r\nClarks and BBH Labs: From Rats to Rudeboys.\r\n\r\nToyota and Good Rebels: L\u00edgate Un Aygo\r\n\r\nNike and R\/GA: On Demand","url":"https:\/\/www.goodrebels.com\/dark-social-and-the-search-for-relevance\/","authors":["Mark Ralphs","Joel Calafell"],"origin":"WP Blockchain","format":"wpblockchain"}"
}
}