INBOX INSIGHTS: (10/13) Frameworks, Instagram Outage, Constructive Criticism :: View in browser
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I have been thinking about frameworks a lot lately.
At its simplest form, a framework is a structure that will help you get organized. If you Google, “what is a framework” you start to get results like:
…in programming …in web development …in marketing …in writing
Here’s the thing. Anyone can create a framework. As I was researching marketing frameworks I started to get results like:
…the 4Ps of marketing …the 4Ps and 4Cs of marketing …the 7Ps of marketing …the 9Ps of marketing …the 2Cs of marketing …the 3Cs of marketing …the 5 marketing strategies …the 5Ms of marketing
Holy cannoli! How are you supposed to know which framework is the one to use? To be honest, it doesn’t matter. The point of using a framework is to get your thoughts organized and actionable. You can create your own, or you can borrow a framework that someone else already created.
Trust Insights has developed many of our own frameworks to help tell a story. For example:
- The Trust Insights Change Management Framework
- The AI-Powered SEO Process
- The AI/Machine Learning Lifecycle
- The 7D Product Marketing Launch Framework
- The 9C Community Management Framework
What’s the point? The point is that frameworks are helpful. A framework can structure your thoughts, your project, and your content. A framework can tell a story and show you where you’ve missed something. A framework is repeatable and takes the guesswork out of, “where should we start?”
What is your favorite framework to use? Let me know in our free Slack group, Analytics for Marketers!
– Katie Robbert, CEO
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In this week’s In-Ear Insights (the @trustinsights podcast) Katie and Chris discuss handling constructive criticism and managing feedback. How do you prioritize and get started making changes?
Watch/listen to this episode of In-Ear Insights here »
Last week on So What? The Marketing Analytics and Insights Live Show, we looked at how to make use of competitive SEO data, from basic keywords and topics to multiple applications outside of strictly SEO. Catch the replay here:
Watch/listen to this episode of So What? here »
This Thursday at 1 PM Eastern, we’re going to take a look at performing basic SEO competitive keyword analysis.
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- How are brands and influencers using emoji?
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- Proving Social Media ROI
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- How to Deliver Reports and Prove the ROI of your Agency
In this week’s Data Diaries, let’s take a look at the great Facebook Outage, with respect to Instagram engagement (mainly because on Facebook proper, brand performance is already so close to zero that the outage’s impact was negligible for unpaid efforts). A little more than a week out, what happened?
First, let’s look at brands:
We see brand engagement did hit an all-time low of 0.23%, but the impact to brand engagement wasn’t so severe that it was a massive impact. It’s a low, to be sure, but not a multiple of existing lows, not 2x lower or anything.
What about influential individual accounts?
This is indeed where we see a much larger impact; prior to the outage, influencer engagement was hovering around 1.0%; during the outage, it dropped to 0.86% before bouncing back.
What should we take away from this analysis of what happened? Why aren’t these gaps much larger? Here’s what’s important to remember about Instagram: it serves the planet as a whole, and while the 6 hour outage was notable during hours of operation for timezones like the Americas, it had no material impact in timezones like Asia-Pacific. When we examine Facebook’s investor reports, the vast majority of Facebook’s users come from outside the US and Canada (which are its only two major nations identified). Thus, it’s logical to conclude that the outage didn’t impact most of the planet during operating hours; Europe and Africa were at the end of their workdays, and Asia was just waking up when the outage ended.
Here’s a key insight for your own analytics: if your data claims to be global but you see significant impacts from a regional event, your underlying data source may not be as global as you think. If our influencer and brand lists were too Americas-centric, we would have seen a much larger impact than we did in the data. Be sure to check your own data sources to ensure they’re as representative of the population you claim they portray.
Methodology: Trust Insights extracted data from Facebook’s Crowdtangle software for 2,215,624 posts from 7,731 brands and 1,282,389 posts from 10,436 influencers Instagram accounts. The timeframe of the data is January 1, 2021 – October 9, 2021. The date of study is October 12, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.
This is a roundup of the best content you and others have written and shared in the last week.
SEO, Google, and Paid Media
- How to Prioritize Technical SEO Issues Without Rocking the Web Dev Boat
- State of SEO: The Top Opportunities & Risks for the Next 12 Months
- Why Are Most SEO Campaigns Unsuccessful?
Social Media Marketing
- Building Your Social Media Marketing Strategy for 2022 via Sprout Social
- The founder of Facebooks CrowdTangle tool is leaving via The Verge
- Facebooks whistleblower report confirms what researchers have known for years via The Verge
- 29 Stats to Make the Case for Content Marketing ROI in 2022
- Is personalization working? Wide disconnect between brand and consumer perceptions revealed via Agility PR Solutions
- 4 Truths About Paid Ads That Every Content Marketer Should Know
Data Science and AI
- How to build trust in AI via Data Science Central
- PICO: Pragmatic Compression for Human-in-the-Loop Decision-Making The Berkeley Artificial Intelligence Research Blog
- Introducing the new Analytics 360
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If you answered no to any of the questions above, let’s take some time to get your analytics in shape. Google Analytics 4 is the analytics software of the future. Google has made no bones about the fact that anything new they develop will be in GA4 only. To take advantage of the new features, you need to get your house in order now.
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