In The Headlights : May 8, 2019 Issue

Influencers are not prepared.

Influence marketers are not prepared.

In last week’s newsletter, we talked about the upcoming changes in social media, as more conversations and connections move to, as Facebook CEO Mark Zuckerberg calls it, private social media. From groups to direct messaging, social media is changing from town hall to conversations in living rooms – and marketers for the most part aren’t invited.

No group will be impacted more than the influencer marketing crowd. Why? Influencer marketing as it is today is based on popularity in the commons, on big, public audiences. But as the public moves to private conversations, influencers will not necessarily be able to reach or impact nearly as many people if no one’s paying attention in the commons.

The future of influencer marketing is easy to see if you think along the lines of how social media will be changing. Influencers who are ahead of the curve are already curating their audiences in private conversations, from Facebook groups to Slack channels (have you joined our Analytics for Marketers Slack?) to email lists and SMS messaging lists. Brands would do well to follow suit – build communities and conversations in places you own or at least control.

What should you be doing right now to prepare for this future?

• Dust off that email newsletter and make it valuable.
• Build private communities and invite your existing influencers to be ambassadors and curators.
• Encourage your audiences in public to join you in private by offering tremendous value in private.
• Build a robust analytics tracking structure to measure your awareness within individual private influence communities.

The time to plan and pivot for a private social media world is now. Get ready, get ahead of the changes, and succeed while your competitors wonder why they’re spending tons of money on old-style influence marketing and seeing no ROI.

For a more in-depth discussion of this topic, listen to this week’s Trust Insights podcast episode.

In this week’s Bright Idea, we’re highlighting our talk at this year’s Social Media Marketing World 2019 on attribution analysis. In it, you’ll learn the 5 different styles of attribution analysis and which is the best fit for your company. Watch the video now!

Watch Attribution Analysis for Social Media Marketers!

• Google Analytics Most Valuable Page Reporting
• {PODCAST} In-Ear Insights: Private Social Media and Influencer Marketing
• Marketing Analytics, Data Science and Leadership via May 6, 2019 Week In Review
• What Predicts Podcast Episode Popularity?
• Predicting Traffic for B2B Content: A Trust Insights/BuzzSumo Study
• 2019 Key Marketing Trends Forecast

Social Media Marketing

• How to Measure Your Instagram Stories ROI: Advanced Techniques
• How to Test Your Facebook Ads for Optimal Results
• New Facebook F8 Announcements and What They Mean for Marketers

Media Landscape

• What Predicts Podcast Episode Popularity?
• Survey: More consumers trust accuracy of SMB websites over Google My Business
• Effective decision making in the age of urgency

Tools, Machine Learning, and AI

• Leading your organization to responsible AI
• How I Improved Accuracy Of My Machine Learning Project?
• Fracking Features in Machine Learning Towards Data Science

Analytics, Stats, and Data Science

• The 3 Biggest Mistakes on Learning Data Science
• Who Is a Data Engineer & How to Become a Data Engineer?
• Is the Job of Data Scientist at Risk of Being Automated?

SEO, Google, and Paid Media

• Google’s web crawler Googlebot now runs on the latest version of Chromium: Why that’s a good thing
• The real-time SEO shift: Research, ranking and recommendations
• The SEO metrics that really matter for your business Search Engine Watch

Business and Leadership

• Managing data as an asset
• 4 Important Reasons Why People Refuse to Learn And Grow
• Competing in the Middle Easts consumer sector

Join the Club

Are you a member of our free, private Slack group, Analytics for Marketers? Join 200 like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

• InfoShare, May 2019, Gdansk, Poland
• NEDMA, May 2019, Boston
• MAICON, July 2019, Cleveland
• Content Marketing World, September 2019, Cleveland
• INBOUND, September 2019, Boston
• MarketingProfs B2B Forum, October 2019, Washington DC

Going to a conference we should know about? Reach out!

FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

• In-Ear Insights on iTunes/Apple
• In-Ear Insights on Google Podcasts
• In-Ear Insights on all other podcasting software

Social follow buttons

Make sure you don’t miss a thing! Follow Trust Insights on the social channels of your choice:

Conclusion

Thanks for subscribing and supporting us. Let us know if you want to see something different or have any feedback for us!

---

Need help with your marketing AI and analytics? Get help with your AI strategy » Learn generative AI for marketers with our new course » Prove the ROI of your marketing with our advanced analytics services » Just got a "silly" question you want an answer to? Ask us here »	You might also enjoy: In-Ear Insights: The Trust Insights Podcast Empower Your Marketing With Private Social Media Communities How AI is Changing Marketing Keynote The Trust Insights Leadership Team About Trust Insights
Get unique data, analysis, and perspectives on analytics, insights, machine learning, marketing, and AI in the weekly Trust Insights newsletter, INBOX INSIGHTS. Subscribe now for free; new issues every Wednesday! Click here to subscribe now »	Want to learn more about data, analytics, and insights? Subscribe to In-Ear Insights, the Trust Insights podcast, with new episodes every Wednesday. Click here for Google Podcasts » Click here for Apple Podcasts » Link for all other podcasting software »

---

Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.