Advertisers, Lawyers, Venture Capitalists and the future of Social Media

Just as advertisers and lawyers finally learn to adapt to Social Media, the brightest Venture Capitalist in Silicon Valley, the same minds who gave birth to Yahoo, Google, Facebook and Twitter, are feverishly crafting a more fearsome spawn — Groups.

Advertisers, Lawyers & Content

Great waves of Content swamp Advertisers & Lawyers but don't impact Groups

Advertisers & Lawyers should Fear Groups

 

In the Great Wave Off Kanagawa

1. Advertisers Spend Client Money to Push Huge Content Waves

In the heyday of old Media advertisers spent a lot of client money attempting to deliver customers to their clients and while they may have understood that half of their budgets were being wasted they didn’t know how to measure which half.

2. Lawyers Spend Client Money to Sort through Huge Content Waves

Despite the fact that very few documents are useful or admissable, lawyers are compelled to launch high cost and generally low ROI eDiscovery projects by their need to minimize Risk for their firm and their clients.

Groups will add considerable Risk to Advertisers and Lawyers.

Can technology save advertisers and lawyers?

  

 

IBM Watson SuperComputer

No GROUP Access but IBM Watson Supercomputer Trumps 'humans' in Jeopardy

WATSON

Watson, recently highlighted in Jeopardy, is IBM’s latest and fastest computer and amazing when it comes to ‘reasoning’ and the mining of concepts and text. Watson may rule content and Jeopardy but is ineffective if members of trusted groups deny access to Watson because it is not in the ‘circle of trust’.

Groups Disrupt Advertising & Legal Models

If you haven’t already guessed ‘Groups’ is actually a class of software tools that facilitates the create of digital spaces where groups of people interact, get work done and then disband.

The impact of Groups on content creation, measures and trust is what advertisers and lawyers should fear.

Groups of ‘trusted’ members make it extremely difficult for advertisers to to deliver any content unless it is pulled in by a trusted group member. Regardless of the type of work done by the group, it is simultaneously a consumer, broker and creator of content and measures and effectively disrupts advertising business models.

eDiscovery in small trusted groups will be virtually impossible unless a group member surrenders all of the group content to lawyers which itself may be contradictory private non-disclosure contracts now used by lawyers to negotiate settlements or to privacy laws.

An interesting legal conundrum.

To understand the future of Groups we must start in Silicon Valley.

Silicon Valley Re-Engineers Evolution

In Silicon Valley venture capitalists influence corporate profits by shaping manufacturing and content creation standard to ensure the products they take to market are successfully propelled forward by a ‘matrix’ corporations much like a swarming brood that decends upon unsuspecting markets like billions of locust.

For those that may not know why Silicon Valley matters…

Quick History of Silicon Valley

Fields and groves of trees were soon overwhelmed by factories serving military and commercial manufacturers and the birthplace of venture capital innovation that powered; HP, Intel, Cisco, Microsoft, Apple, Yahoo, the Internet browser, Google, LinkedIn, Facebook and Twitter, and other well known corporations.

Silicon Valley is the heart of the Internet.

Quick History of the Internet

During the cold war the US military feared Russian missles and connected military and university computers to assess target risk. Complex calculations of potential missle flight paths were shared by many computers to speed up response analysis.

Shortly afterwards linked computers began to share email, exchange files and porn–the blueprint for the modern internet was born.

Venture Capitalists, Groups, Content and Trust

The internet perceived by most people when they view a browser is actually the world wide web or www and a small proportion of the ‘real internet’. Shortly after Netscape create the first visual brower Yahoo created the first highly successful commercial portal which was essentially a combination of a digital Yellow Pages and a business card listing.

Advertisers quickly determined that advertising budgets were better spent on Yahoo and a few years later Google helped get more advertisers to the internet by convincing more people to create content that would provide them ‘free’ advertising–the SEO model was born a few years later.

Evolution of Revolution

Yahoo was about people wayfinding in a huge directory and Google was about search optimization across millions of web sites though this caused stress to Venture Capitalists who needed more opportunities to provide Wall Street with opportunities for selling stocks of IPO’s or new companies going to the stock market.

Venture Capitalists saw that Google carved an private island inside the world wide web where corporations could advertise to people. VC’s then determined that offering people tools to advertise to each other would be event more profitable and soon formed the ‘social media’ islands where people joyfully spammed friends that were turned off by increasing amounts of spam delivered by search engine spiders and the advertisers that fed them. People were friendlier.

Group Tools that Rule

Twitter and Posterous are two of the three Group tools that I believe will lead the way to creating new opportunities and problems for advertisers and lawyers.

How do I know this?

Twitter allows members to follow or block other members en masse or create ‘private’ groups by combining features like lists, direct messages and # tags.

Posterous has recently announced a Groups focus which is extremely interesting as our success with Posterous is significant since we received 1,000 predictive analytics content ‘hits’ in 1 week for highly focused content by using the same Twitter-like Resonance technology used to synchronize 1,000 bloggers via simple Marketing Service Level agreements.

What is the third group tool that rules? Asana, at least for now.

Explore & Exploit Opportunities in Groups

Our experience includes the facilitation self-forming groups to deliver accelerated learning while simultaneously crafting trusted content focused Content and Web Strategies as well as Scenario, Business and Predictive Analytics.

Advertisers or Lawyers would benefit from our ability to align people, content, products or purpose, especially our combined use of Twitter, Posterous and other Social Media platforms combined with our accelerated group content facilitation.

Cheers,

Nick Trendov

@eDiscovery_ nick@scenario2.com @SpeedSynch @ResonantView

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Advertisers, Executives and Lawyers look #in to promise of Predictive Analytics

Advertisers, executives and now eDiscovery lawyers attracted to the promise that predictive analytics will help them influence the future would learn much more by studying the link between Chanel No5 and predictive analytics tools.  

Let’s start with Predictive Analytics and get to Chanel later.

Predictive Analytics

Predictive analytics is an outcome delivered by the application of tools and techniques that provide insight today to what might happen tomorrow, much like the gypsy in a tent.

The attraction of predictive analytics story to executives is quite high as it promises to ease their struggle to align future products to constantly changing customer needs.  Indeed Predictive Analytics may also be seen as a relief to leaders of E-Discovery teams as they search for numbers and stories embedded in huge data pools to help them prevail in their stewardship of typically high cost, low value eDiscovery projects.

Let’s now look into the core of Predictive Analytics — numbers, stories and scenarios to understand its value.

Shell Scenarios, Stories and Sufi

Pierre Wack, a Shell employee and Sufi, raised the practice of Scenario Analysis honed at Rand for the US military to a high commerical art.  Pierre Wack future-proofed Shell and used Scenario Analysis to help lift Shell from a third tier oil company to a global energy giant.

Numbers & Stories Predict Future Events

As a fully recovered accountant I learned to use stories to magnify the value of analytics as I delivered services with Microsoft, Cognos, Business Objects or other technologies to global corporations.

Currently we use these tools to accelerate or magnify the value of predictive analytics projects; 

A. ‘Story or Perspective Lens’  —  Story | Process | Software or Idea | Brand | Numbers or KPIs

  1. A story aligns People, Content & Purpose
  2. Tell a story twice and it becomes a Process.
  3. Tell a story three times and Software is made.
  4. Tell a story four times and you create a Brand value.
  5. Tell a story five times and accountants craft KPI measures.

With a little practice, almost anyone can point a Perspective Lens to a corporate value chain and receive some insight to what is happening today and what is likely to happen in the next 6 to 12 months.

Two simple tools to magnify the value of a story lens:

B. Personae–build key personae with a focus on behaviours
C. Scenarios–gather stories at the core of financial forecasts across a corporate value chain

Predictive Analytics, Personae & Scenarios

1. Identify the Personae across a corporation’s global value chain and use Predictive Analytics to determine how their behaviours may change over the next 6 to 12 months.

2. Target and understand the relationships of key stories embedded in the corporation’s financial forecast.

3. Modify some original stories according to anticipated changes in Persona behaviours or add new stories to reflect unforeseen events such as Barrack Obama being elected as the next US President.

4. Label the first story cluster Scenario1 and the new cluster of stories Scenario2.

5. Use measures to determine which Scenario is active and pre-plan reponses accordingly.

Scenarios & Future-Proofing 

Future-proofing is a concept that uses scenarios to avoid disaster or exploit opportunities in the future.

Consider how you would manage and align the business if the world unfolds according to the stories in Scenario1 or what might be done if the world unfolds according the Scenario2 Predictive Analytics, Perspective Lenses, Personae and Scenario analysis help us deal with the future now.

Chanel No5, Stories and Numbers

All storytellers intuitively understand that numbers and stories are complementary and as a storyteller I must point out that at one time stories and numbers were one and indeed even today a number evokes many stories–the numbers 7 or 4 in the Chinese culture or even the number 5 in our own.

Africa and Predictive Analytics

In the Yoruba tradition of Nigeria the deity of love, sexuality and finance is OSHUN and her number is 5.

Coco Chanel must have known about the mythical connection or was extremely lucky to have named her iconic scent No5 though either way the connection of stories and numbers is important.

Numbers, Stories and Behaviours

Studying Jung’s protégé  Marie-Louise von Franz offers researchers more resources in the exploration of the links between numbers and stories though I suggest starting with;

On Divination and Synchronicity: The Psychology of Meaningful Chance 

Originally Presented As Lectures at the C.G. Jung Institute, Zurich

(Studies in Jungian Psychology) (Paperback)

by Marie-Louise von Franz

Storytellers

Stories are the core of what we are and what we do, and for those with an unclear understanding of the expertise offered by a storyteller, allow me offer this view—Storytellers perceive by measuring differently and have the ability to magnify any Predictive Analytics effort. 

Five levels of storytellers expertise;

  • Hear a story
  • Repeat a story
  • Tune a story
  • Create a story
  • Live a story

Join us to explore the application of Predictive Analytics to Advertising or E-Discovery.

Cheers,
Nick
nick@scenario2.com @SpeedSynch @eDiscovery_@ResonantView

Resonance Rules Predictive Analytics in Great Web and Social Media Marketing

Predictive analytics offers the promise of predicting the future to business executives that direct people and resources to deliver products to markets globally across Web and Social Media channels though in our experience the future is difficult to predict until it happens.

Many simple and proven tools are available to help businesses predict and prepare for what may happen in the future like scenario analysis where clusters of stories are combined to represent possible future states from different perspectives of the business, its customers or other relationships that span extended business value chains.

Predictive Analytics and Global Supply Chain Risk 

In the course of adapting to global competitive pressure business has adopted global supply chains as means to survive and thrive.  The idea behind extended supply or value chains was that all non-core, high risk or high cost processes would be sourced externally to ensure profitably in turbulent markets.

Risk reduction and the quest for higher profits drove global supply chain and outsourcing trends.

The markets or rather customers seem to have their own ideas and now have access to almost an unlimited array of products globally.  Businesses have started to see that customer demand may change faster than it takes to deliver a product shipped internationally or even faster than a heavily managed software project.

Predictive Resonance Anlaytics helps tune and align value flows in extended Global Value Chains

Aligning Customer and Product Resonance in Extended Global Value Chains

 

Predicting the Future like Shell Oil    

SpeedSynch scenarios are used to align products or content to customers via a scenario or a cluster of stories that represent a possible future.

 Scenarios were brought into the business limelight by Pierre Wack lifted the creation of Scenarios to a high commercial art and honed his skill at SHELL OIL and SHELL has fantastic resources describing their scenarios and how they are created.

Success, Risk and Resonance 

Success in business is most often confused with precision, formulas and plans though it appears that after you plan life, life just happens. 

When a business plan goes in one direction and their customers go in another we say that the business value didn’t ‘resonate’ with the needs of their customers or simply the business was not successful in serving their market. 

Branding and advertising helps increase the resonance of our content and products with customers and reduce the business exposure to market risk. Business executives are also focused on finding ways to ‘predict’ the future to help them focus on opportunities and direct resources in search of profit.

Resonance Rules Prediction Marketing

Internet marketing changed very little since marketers discovered how to successfully market on the internet, first with Yahoo about 10 years ago and afterwards with Google ads and Search Engine Optimization or SEO.

New Media, TransMedia and Cross Media Value

The intersection of Old Media and Web2.0 has created a New Media, that’s for sure, but what else is happening? 

There is a growing interest in TransMedia or Cross Media,  the ability to engage people by taking a story and delivering it in different places, spaces and times appears to be a faster, simpler and more flexible future for creative marketers and their customers who want to break out of the crowd. 

TransMedia helps people create their own engaging story and Resonance is about understanding the relationships that create market value. 

Current TransMedia Perspectives

Sylvester Stallone shows TransMedia types what to do as he subtly elbows out Leonardo DiCaprio and Angela Jolie out of the way by driving his movie Expendables past Inception and Salt.

The SpeedSynch Resonance Map below shows the Resonance Map created by Sylvester Stallone.

SpeedSynch Resonance Map of Sylvester Stallone Crushing Google

0. Blackberry Twitter app shows Stallone top of Twitter trends worldwide 2010.07.24

1. Check Google volume on Twitter

2. Go to Twitter to find waves of ‘buzz’ tweets — looks like Brazilians tweeting millions

3. Go to Movie site to see when Slyvester Stallone movie is being released — August

4. Find Stallone Expendables movie press releases

5. Use SpeedSynch to create Keyword Theme maps for SEO competitive analysis

6. Review SpeedSynch SEO competitive analysis maps and keyword theme weights

7. Deep dive SpeedSynch Maps show detailed SEO competitive analysis

8. Compare DiCaprio’s INCEPTION with Stallone’s EXPENDABLES Resonance Maps 

Resonance Marketing Rules

In watching Stallone go to work on his competitors in a TransMedia or Cross Media format where the marketing story is spread across multiple media channels globally it is easy to miss the real value behind the success—customer Resonance.

People who go to movies, just like any potential customer have an affinity for a brand and a product, and Stallone’s marketing push with Twitter focused attention to Expendables and away from Inception.

Resonance, Marketing and Product Sales

Applying Resonance Marketing to product sales is a simple process.

1. Craft marketing stories to appeal to multiple customer perspectives or Persona in multiple languages, cultures and markets.

2. Focus on relationships between People, Process (work) and Content.

3. Facilitate and accelerate learning to boost engagement and sales.

 

 

Note: A Persona mask represents customer perspectives or behaviours and may be worn or removed as needed.  We build Persona masks by mapping Customer ‘Resonance’ by understanding their perspectives from the content they prefer, post or other information provided.

Persona masks illuminate stories, processes and probabilities so that we can serve anyone behind a Persona masks regardless of the market segment to which they have been assigned.

SpeedsSynch Resonance Maps help predict future Persona behaviours important for Prediction Marketing.

Resonance Predicts Customer Behaviour Changes 

Traditional marketing models have a difficult time adapting to constantly chaning customer behaviours.

Understanding and aligning the Resonance of Products, Content and Processes allows the business to see when customer needs or behaviours change according to their Resonance.

Products, Risk and Prediction

The art of prediction, highly valued by marketers, accountants and bookmakers starts by understanding what has happened in the past in order to determine what may happen again in the future. 

Typically market researchers take past behaviours and adjust for anticipated changes in the future and create an estimate or guess of what might happen where they create a story whether it is based on a ‘feeling’ or supported by hundreds of spreadsheets as what happens tomorrow is best seen a few days afterwards.

Obvious risks of what may happen in the future are arbitraged as close to zero by using different techniques such as buying insurance or using a portfolio investment approach.

Prediction, Forecasts, Sales and Profit

We show our clients how to apply scenarios and Resonance to quickly identify change, opportunities and reduce risk in their product innovation, manufacturing and sales cycles.

 We craft Persona Masks to predict future customers behaviours or how customers will Resonat.

A Persona mask is ‘crafted’ by linking stories and numbers to customer perspectives to infer possible future behaviours and since we can never know exactly how behaviours will occur in the future we use Scenarios to determine a range of behaviours and get a sense of the potential range of  customer behaviours that may occur in the future.  If this seems a little strange consider the profession of Finance and why accountants forecast.  A financial forecast directs business activity and sets measures of success. 

Stories are behind the numbers carefully constructed by accountants in plans of one, two or more years.  Accountants convert stories to numbers and place them in a structure called a chart of accounts and then manipulate numbers for the rest of the year in a way that separates them from the stories that were at their core.  Indeed accountants ‘map’ out the future of the business with numbers rather than stories.

Our practice is to blend stories, numbers, maps and storyboards to avoid the common trap that marketers and accounts fall into as they manipulate numbers and stories independently of each other.  This ‘split’ causes stories and numbers that started at the same place to get out of sync with each other.  Our Resonance maps align Products to Customers by employing content.

Stories and numbers must Resonate with customers or the business gets out of harmony across its value chain which typically results in something breaking, relationships or profits.

Mining Hidden Value with Resonance Analytics in Global Value Chains

ROI Re-Capture is another benefit of using Resonance to understand where to find the expertise, stories or content value useful for internal projects or external marketing campaigns.  No need to re-invent the wheel, just find the value or content hidden along your global value chain according to what is needed for success.

Links between numbers and stories may be found at http://personati.wordpress.com or SpeedSynch.com

Reversals in Outsourcing and Global Value Chains

Currently we see the manufacturing and service support of key products and processes moving closer to customers to minimize the risk of extended supply chanins that include customers behaviours changing faster than products or projects can be delivered and risk associated with privacy or legal E-Discovery issues.

Contact us for more information about Predictive Analytics, Resonance and the tools needed to deliver high value to Customers that change quickly.

Cheers,

Nick @SpeedSynch nick@scenario2.com

SpeedSynch Resonance Maps support NeuroPersona Mask creation and Internet Marketing

Persona Masks base on SpeedSynch Resonance Maps

 

Social Media Strategy and Change

In an answer to a LinkedIn question about the definition of Social Media Strategy I answered that we accomodate constantly changing needs and embed them into our Social Media Strategy by defining Strategy as the point at the intersection of Goals, Metrics and Resources.

Flexible Social Media Strategy 

Typically Social Media ‘strategy’ focuses on selling though it is easy to apply Social Media investments to many corporate, profit or not-for profit, NGO or political places and spaces.  Regardless of the venue or business, once the Strategy target is set (Goal, Metrics, Resources) we create relationship maps of People, Process (work) and Content.

Once we determine strategic relationships we then consider Value outcomes of our Social Media Strategy.  Value is different than our Goals though it may also be included in our use of Metrics.  High quality customer relationships is an example of a Value.

Understanding how customers rank Value and then linking it back to our Strategy allows us to work with our next two elements; Content and Learning.

 
Content and Learning

Content takes customers or other value chain partners to the Value that we deliver and helps us learn and deliver learning across our value stream, including our customers. Innovation and market success depends on our ability to understanding learning requirements and deliver them as part of our Value.

Social Media Strategy is only as good as your ability to help people find the relationships they need between People, Work and Content. Learning supports the ability to innovate and ensure that the content is learned to the benefit of value chain partners and customers.

 
Social Media and the Social Graph

Silicon Valley insiders employ the concept of ‘Social Graph’ to Social Media evaluations though it is a ‘command and control’ concept where it is assumed that relationships are fixed. Twitter’s Resonance business model is much better as community members can create temporary relationships and with this we get to our ‘secret’ strategic ingredient–perspective.

We allow our customers or other value chain partners to take any perspective according to their needs. During one social interaction a person may look like one market segment and during another they may look like another–behaviour flexibility matter more than fixed market segments or social graphs where everything is a commodity.

Currently it appears that Twitter’s software platform offers better value faster and from multiple perspectives to community members and so our Strategy starts with Twitter though this may change.

Why do we start with software? It is easier to anchor customer presentations and compare value delivered by other Social Media platforms and advertising campaigns to Twitter’s software and Advertising Resonance model. It is a solid benchmark even if the client need takes us in a different direction whether we employ Social Media for marketing, advertising or deliver other value to value stream partners or even internally for innovation or manufacturing support.

Social Media Behaviours and Infrastructure Investments

Another hidden value offered by a good Social Media Strategy is the ability to understand shifting customer or market behaviours and helping infrastructure projects move forward profitably. Wireless providers typically have a long cycle for infrastructure investments, one which is longer than new product introductions and perhaps new customer behaviours that move from heavy voice use to heavy SMS and video use.

Part of all of our client Social Media Strategy analysis is linking current products and customer behaviours to infrastructure deployments.

Once we understand markets are diverging from the value delivered during a deployment we map the new behaviours, hop back into the POS or BI warehouses to adjust demand models, compare anticipated demand to value delivered with future infrastructure and then jump back outside to tune marketing advertising programs to incent or dis-incent behaviours and align customer demand to upcomming infrastructure deliver as much as possible.

This reduces both infrastructure and market risk and ideally our recommendation would be to provide contractual amendment suggestions so that suppliers might shift what they deliver to adjust even more.

Baby steps first.

Hope this helps.

Cheers,
Nick

Links:

Social Media Marketing Rules and Service Level Agreements

Global marketers have a tough job, work harder, have less resources to coordinate global marketing campaigns across Twitter and other Social Media platforms and must justify their return on investment or ROI from financial and marketing measures and best practices.

 So why don’t marketers make use of Service Level Agreements for Social Media Marketing campaigns?

It is relatively simple to link marketing spend, media messaging and ROI with simple Marketing Service Level Agreements.

Marketing ROI and Service Level Agreements

Consistent messaging across global Twitter, Social Media and TransMedia campaigns is critical to maximize marketing ROI and this is how we bridge the gap between ‘hard’ numbers demanded by Executives and work done by advertisers.

Three Rules for Marketing Service Level Agreements

  • Identify Social Media or Cross Media spaces to deliver content.
  • Set ‘Message Themes’ for Social Media or Cross Media spaces.
  • Reward compliance with ‘Marketing Service Level Agreements’.

 Manage 1,000 International Bloggers    

None other than Sylvester Stallone shows us how he uses Twitter to catch up to and pass two formidable competitors, Leonardo DiCaprio in Inception and Angela Jolie in Salt.

Stallone’s movie Expendables was due for release on the first weekend in August 2010 and had been beaten to market for the lucrative summer student crown by Angela Jolie and Leonardo DiCaprio.  The summer competition was about to get hotter.

Stallone and Twitter Crush Competitors

About three weeks before the release of Expendables I had begun an intensive research project around the use of Twitter by individuals and companies for communications and learning.

Quite by accident shortly after my research started we explored the value of Twitter’s ‘Trending’ metrics and noticed a name that I hadn’t seen in quite a long time–Sylvester Stallone, and it looked like a ‘billion Brasilian’ Tweets were expressing anger, surprise, shock or happiness about Stallone and the movie about to explode onto theatre screens, Expendables.

Naturally after three weeks of mostly nightly cascading waves of Tweets from Brasil or Brazil, depending on your location, Sylvester Stallone in Expendables crept past Salt and exploded with a sonic boom as is overtook and crushed Inception.

Stallone’s Twitter campaign had crushed Inception’s old school Google or SEO style promotional push.

When I showed our semantic and numerical analysis to our clients they were dumbfounded and I had been enlightened to the value of Twitter’s Resonance Advertising Model ‘instantly’.

Here is what I saw at a high level.

  1. Brasilian Tweet ‘waves’ on Twitter shows hundreds of people talking up Expendables, Stallone and Brasil or Brazil
  2.  Twitter’s Trend metrics show Sly, Stallone or Expendables climbing to number one night after night in Brasil
  3. After reading and reviewing the Brasilian Twitter streams we found common patterns around the Expendable ‘Tweets’
  4. We ‘pointed’ our SpeedSynch tools and processes to the Twitter streams
  5. A SpeedSynch Resonance Map is created with Semantic technologgies from a number of Expendable Twitter streams
  6.  Twitter SpeedSynch Resonance Map — GRAPH and THEMES
  7.  Twitter SpeedSynch Resonance Map — GRAPH and SIGNATURE
  8. Twitter SpeedSynch Resonance Maps — DiCaprio vs. Stallone

Note differences in ‘Themes’ or focus of ‘Signatures’ or messaging releationships between the DiCaprio and Stallone Twitter streams.

SpeedSynch 1,000 Bloggers

We use our client’s messaging focus to create a Marketing Service Level Agreement and SpeedSynch Resonance maps to guide messaging themes for bloggers, advertisers or any way we use to deliver our content to the market space or place.

Creating theme targets to provide to synchronize bloggers is critical and simple with our SpeedSynch Internet Marketing Software and this is how its done — 

  1. Choose the documents that represent your message ‘focus’.
  2.  Provide SpeedSynch Resonance Map or Message Theme to guide the creation of Tweets or blog posts. 
  3. Create a Service Level Agreement to aid bloggers craft unique content guided by the Marketing Service Level Agreement.

Marketing Service Level Agreements focus your spend on specific ROI targets to add value and reduce risk for your marketing programs and corporate brand.

Contact us to see how It is relatively simple to link marketing spend and media messaging to ROI by creating Marketing Service Level Agreements.

Cheers, 

Nick Trendov @SpeedSynch  www.speedsynch.com 

Mobile, Marketing and TransMedia Rules — #IN

The wild success of Twitter has re-ignited the imagination of mobile marketers who are now looking to TransMedia story delivery having been burnt by the over-promise and poor ROI of mobile advertising linked to ‘Apps’ from Apple or mobile games promising engagement or under used Google search windows.

What is TransMedia?

TransMedia is a new label for a very old art, storytelling, and is important to advertisers and the corporations that they serve alike because it is a simple, effective and imaginative means to create and deliver two unique values within content;

  • Wayfinding or Navigation — think directions or signs, gets people to products or content
  • Accelerated Learning — helps learners understand how products or content fits into their world

TransMedia describes the art of taking a story apart and delivering it to physical spaces and digital places where people gather. The story ‘de-construction’ is a necessary and important piece of helping people engage with stories and a successful though very old learning technique used by many cultures.  If you are a marketer it is better to deliver your story elements in an engaging way where people you serve gather rather that forcing people to go to an unfamiliar place or space to learn new content or about a new product.

TransMedia Marketing is HOT

Search on “transmedia” and you will see almost half a million ‘hits’ which for an advertising topic is very active, especially since it is unknown to the general public.  To understand TransMedia we must consider the stories that it delivers and the two values noted above; Wayfinding or Navigation and Accelerated Learning.

Storytellers and mentors alike teach with stories and use proven learning techniques to stimulate learner engagement and these approaches lend themselves to helping people learn about new ways to doing things or how to use new products or tools.  Traditionally this type of learning has been done face to face or in small groups though smart mobile phones, ebooks and laptops combined with social media platforms offer a unique platform to deliver TransMedia marketing content, and marketers are doing that actively.  It is important to note that there is a method to how and why story components are delivered and the use of Resonance, the core of Twitter’s advertising model, is a simple and effective guideline to effective TransMedia story delivery, and if you are careful in understanding your customer perspectives and behaviours you will success with the budget you have allocated.

Ask your advertising agency about TransMedia and they will provide you a plan.  This is a sure sign that TransMedia is hot.

TransMedia Trumps SEO

What is SEO?  SEO is a search concept based on content that spread across the internet which determines the web pages offered to searchers after they enter questions in the form of words into a search engine window.  But is this effective?

Consider that once searchers ‘find’ an answer or rather are directed to an answer according to search engine algorithms, they must understand where they are and ‘integrate’ the answer into their processes, thoughts and lives–no easy task, and why Social Media sites now are the starting place for over half of all searches.  It appears that most searchers believe it is easier to go to spaces where you trust other people rather than depending on a machine, and marketers have noticed and responded by shifting their marketing budgest to Social Media sites and Twitter who offers even more opportunity with their Resonance advertising model.

Unlike SEO which takes searchers to ‘strange spaces’ where they have to orient themselves and determine whether they can trust the information source, TransMedia can deliver to spaces trusted by searchers an in a way where the engagement with part of the story creates trust and leads to another part of the story, either in the same or different space or directs people to a physical place like a movie theatre, book store or television show.  TransMedia is friendlier, more engaging and delivers the trust in a way that is more natural than SEO.  Marketers are excited about TransMedia because they control their message in a way that is impossible with SEO.  TransMedia is ‘hot’ because marketers and their customers regain messaging control, flexibility and avoid SEO risk.

How to Deliver TransMedia Value

TransMedia is an evolving art but there are many common themes, one of which is spreading the story or message across multiple platforms so that the media interaction if comfortable for those who find the story.  But how do we know where to go with our story?

Resonance

TransMedia stories may be effectively and quickly delivered by understanding the story elements and media platforms that ‘resonate’ with your customers.  Resonance is found in content, products, places, spaces, people and the challenge to marketers is aligning resonance so that people get the content they need in a place where they are comfortable and this is done simply and quickly by crafting custromer perspectives or personae.

TransMedia Rules

TransMedia is an old art and part of a larger process that helped people learn and represents an important value for marketers and the organizations that they serve.  Nothing new happens without learning, whether it starts with the creation of an idea or the related innovation and learning that manifests that idea to a product which is then taken to market with new processes and metrics.

Here are some of the rules that help us understand how to deploy stories in a TransMedia format;

  1. Understand the ‘resonance’ of people, products and the content important to learning.
  2. De-construct product and brand stories so that they can be delivered in multiple places and spaces.
  3. Shape stories of your suppliers or competitors to add value to your stories or teach you customers faster.
  4. Deliver storie components in spaces and places where customers are comfortable.
  5. Deliver stories when customers can engage with them and learn quicker.

Join us @SpeedSynch or @ResonantView to see examples of SpeedSynch Resonance Maps for TransMedia marketing.

Cheers,

Nick www.speedsynch.com

How to Avoid SEO ‘Empty Calories’

SEO Empty Calories

Talk to almost any search engine or ‘expert’ today and they will provide slick examples of how to choose domain names and search keywords to ‘guarantee’ high page rank.  While the proof points are impressive there are two counter mega-trends to consider carefully before taking action.

1. If your SEO campaign is successful and if your customers use the exact keyword phrase to search for an answer to their problem(s), then other SEO ‘experts’ will create content or use your own content to step ahead of you and potentially divert searchers to your competitors or at least sell Google adds placed by your competitors or divert searchers to Amazon.

2. Today over half of all searches start in community spaces and increasingly in a mobile platform. Searchers don’t stand for thousands or millions of ‘answers’, many of them outdated or not suitable for searchers or spam generated to improve page rank–see 1 above.

Twitter’s Resonance advertising model avoids virtually all of these pitfalls and Google recently purchased Metaweb for semantic algorithms to minimize search answer results and focus them to searcher perspectives.

Search on and include ” “, “Any words used in similar spaces share meaning.” to see how semantic algorithms impact your SEO marketing programs. Type any brand or product name into any search engine and you will see this in action today.

Google appears to be ‘prodding’ SEO ‘experts’ to video, though it is an open question whether searchers will spend more time to get less information as they wad through video, mostly of dubious quality and from unproven sources.

Delivery of Learning Content Boosts SEO Value

A significant amount of SEO value today is aimed at boosting search engine page rank where it is assumed, though not always achieved, that searchers will get value once they get to the content attached to the url with the high page rank.

This promise may be gently described as ’empty calories’ as typically searchers that go to these optimized and highly ranked pages see content unrelated to their search or their problems or just a link to Amazon or other supplier which they could have easily found themselves.

Learning Value

It is possible to deliver high value Learning in addition to traditional SEO value to searchers and here is how we have done it since 2005 with our Speedsynch internet marketing software.

The assessment below from a corporate Learning practitioner may help you consider SpeedSynch.com internet marketing software methodology for SEO reports and competitive analysis.

SpeedSynch methodologies and software employ stories and numbers to assess the alignment of people, content and products. The products ultimately deliver answers to questions or accelerate processes valued by buyers. The content helps searchers define answers or refine questions–usually in parallel and often in a search engine before 2008 and now in a Social Media community–soon via a mobile phone. The first step in our SpeedSynch process determines the current value relationships of people, content and product and helps us deliver Accelerated Learning or Content Navigation or Measure Conditioned Behaviours in order to align new content harmoniously.

Here is the assessment from the learning practitioner–

Two useful items found in www.elearningguild.com/showFile.cfm?id=3035 support the case for SpeedSynch:

1. Figure 1 Learning Agility Five Factor Model o page 62.

2. Quote on page 16-Malcolm Knowles, a prominent education theorist, has challenged us to rethink what an organization is—to view it as a “system of learning as well as production and service-delivering resources. “In the context of 3.0, the idea of an organization as a system of learning as well as production is becoming a stunningly accurate definition.”

Another view of accelerated learning may be found at https://speedsynch.wordpress.com/2010/09/12/your-success-depends-on-your-customers-learning-faster/

Contact us to see how SpeedSynch internet marketing software provides two critical values

  • 1.  Accelerated Learing
  • 2. Content Wayfinding to align customers and products–and helps you avoid SEO ’empty calories.

Cheers,

Nick Trendov www.speedsynch.com

Social Media, Twitter and a Japanese Wave

Social Media software platforms appear to have won the ‘trust’ war causing great distress to advertisers who had finally adjusted their business models to the new commercial reality of search engines.

The demise of SEO and rise of Twitter presents a new opportunity to forward thinking marketers and advertisers who are quickly shifting budgest away from the spam laden blogs though soon the social media platforms will have to wrestle with their own spam as the SEO crews move into the spaces in a desperate attempt to retain their high search engine page results rank.

Twitter and Trust

Twitter is immune to spam as content that is not relevent is not re-peated or re-Tweeted.  For the old school SEO types who try to cheat the Twitter business model if is obviously clear which communities spam even if the users create fictional names.

Trust and Relationships

SEO crews who depend on spam to create value or destroy brand value appear to have carte blanche in the blogs and can’t seem to make anything work in Twitter because any of their posts a ‘lonesome’ there is no connection or relationship between the spammers and real people or real content.  While relationships can be faked in the blogs the simple and temporary nature of Twitter makes spam very awkward.

Relationships and a Japanese Wave

Trust depends on relationships and relationships can be observed and assessed.  Consider this Japanese wave and how the small relationships in each of the waves relects the large relationships of the huge wave, the land and the mountain.  http://tinyurl.com/speedsynch-wave

Relationships, Trust and Speedsynch

While it is possible to fake anything relationships are difficult to fake because there are multiple perspectives where this may be found out.  See how SpeedSynch.com internet marketing software can help you align customers to products with content relationships and avoid the pain and drain of SEO spam.

Cheers,

Nick @speedsynch

Your Success Depends on Your Customers Learning Faster

When there is chaos in alsmost any social or commercial situation it is the fast learners that succeed, those who can quickly assess the current state of affairs and determine where to focus their resources, skills, time and attention.  It is no secret that your success depends on your customers learning faster and if they succeed by learning faster, then you will succeed too.

Change, New Products, Mergers and Acquistions

Whenever there is market change or chaos it is important to understand that customers will demand new value from products that they consume and the producers or re-sellers that provide them.  This is natural and in order to accomodate the needs of your customers you will have to tune existing product or deliver new products or buy a company or merge with another company.

Any or all of these processes demand high levels of learning for success.

An idea requires that its creator learn and in order for an idea to be assessed and manifested in a commercial form more people must learn about it and how to blend it into their existing processes, structures and relationships.  Indeed the process of manifesting and idea into a product and taking it to product requires more time at learning than manufacturing. 

The process of marketing and sales is actually the trasmission of learning from seller to buyer.

How we learned to Learn Fast

We learned about learning over seven years from self-directed adult learners who, in our experience, align objectives to content, tools and measures to learn quickly and effectively. We then we combined our learnings with commercial internet marketing software and techniques normally used to align customers, products and content.  

The SpeedSynch fast learning methodology that resulted from our work with self-directed adult learners focuses on aligning people, content, tools and technology when and as needed to facilitate learning.  

Alignment is the core value delivered by SpeedSynch software and techniques though the approach is unique to traditional academic learning methods as we avoid traditional command and control perspectives in order to facilitate self-directed learning.

 This is what we do. 

SpeedSynch Fast Learning

Since 2003 SpeedSynch’s fast learning classes have been delivered and refined into a proven process that consistently delivers high value learner results by explicitly using facilitators to broker expertise in learner groups.

It is our practice to encourage learners to learn our fast learning process to acquire new skills quickly and then deliver the same skills to other learners and three factors are at the core of the SpeedSynch fast learning methodology;

Brokering

SpeedSynch fast learning consistently delivers excellent results as facilitators broker expertise and content within groups to achieve desired outcomes while group members simultaneously learn and work.

Neuropersona

Neuropersona tools help learners view content, tools and measures from multiple learner perspectives to accelerate learning. Neuropersona perspectives employ semantic concepts combined with analytical perspectives that combine numbers and stories.

 Fractals

SpeedSynch internet marketing techniques employ fractal perspectives to increase the value of corporate performance analysis, business and competitive intelligence, product and business model innovation and scenario analysis to mitigate risk mitigation and broker value.  The unique element of SpeedSynch fast learning is the internet marketing software and internet marketing techniques used to align learners, content and tools to speed up learning according to their objectives and measures.

SpeedSynch Fast Learning is Proven

SpeedSynch delivers accelerated learning value by employing the principles of Andragogy formulated by adult learning pioneer Malcolm Knowles, who emphasized the self-directed focus and the tendency of adult learners to take responsibility for individual or group decisions.

SpeedSynch Learning Platform

This is a sample of what our learners achieve with our SpeedSynch learning platform, and this is an overview of our approach–

Facilitators help adult learning groups assemble according to need and introduce topic frameworks, content, tools and provide guidance as the groups simultaneously learn and work. Our facilitators provide ‘blended’ guidance on-site, telephone or via the internet and learners employ any facilitator reviewed tools and techniques according to their objectives and the content encountered during their group learning journey. 

SpeedSynch accelerated learning leverages Social Media platforms which are now the preeminent content creation spaces. Learners create content as they navigate digital spaces according to their objectives and perspectives. 

Technology employed during the learning sessions may be very simple such as sketch pads and white boards or complex like computers, browsers and other software applications or decision support systems available to or requested by clients.

SpeedSynch Learning Groups

Groups of 4 to 6 people may be combined in a cluster of 3 to 4 groups.

Learning Topic

Typically a topic is set externally for learners by employers or community organizations or learning services providers. The learning approach and content focus is set by learner groups created with members whose skills and experience complement each other, their objectives, content and tools.

Desired Outcome

Learner groups learn a topic framework, review content, tools, techniques and examine associated best practices related to the topic. Facilitators or other group members may contribute additional material as group learning proceeds. Groups simultaneously learn and work towards creating an analysis in the form of a document or material to support an oral presentation delivered at the end of the class sessions.

Topic Framework

The topic framework is a ‘sandbox’ or flexible container that holds examples of desired learning outcomes, reports or presentations, learning content, tools, resources, a learning process outline and class schedule. Learning presentations are delivered by groups to the facilitator and class members.

Learning Content

Facilitators deliver a learner value proposition for the learning topic and course objectives, the topic framework and help assemble learning groups. Facilitator guidance and commentary is offered as needed for content or tools to support group learning and ‘home work’ or other preparation.

Simple Focus, Superb Results

Our SpeedSynch fast learning approach has a simple focus, the learner, and the faster learning occurs the more value is achieved by the learning process.  SpeedSynch fast learning has achieved consistant and proven results over the past seven years.

Contact us to learn how SpeedSynch fast learning helps you or your customers learn, quickly.

The Future of Search is the Follower

Spam, Social Media and the future of Search

Search engines and the advertisers they serve have a big problem with Social Media; they can’t shape its content and appear to have innovated beyond spam and PR with the followerThe future of internet marketing and search is the follower.

Social Media and the Follower

The follower is like a heat seeking missile that follows targeted people in social media–usually ‘influencers’ because social media bloggers, influential or not, have become immune to subtle efforts of advertisers to promote their products or generate content to attract people that like content generated by specific bloggers.  It seems that once a blogger is identified as being influential or a blog as a gathering space for bloggers of influnce one or more followers are dispatched to blogs to offer content that interjects the stories important to their patrons, the advertisers.  This is natural and easy as blogs are content generation engines.

The main purpose of the content offered by followers is meant to;

  1. create physical links to advertiser social media or web sites
  2. stimulate a search to the products mentioned

Follower Note and Disclaimer

While the example below quite probably is not an example of a follower–unless Wolfram is the patron– the out of context post mimics follower behavioural patterns brilliantly.

Unless you are part of the Semantic Web LinkedIN group you won’t see the original post that I use to describe the behavioural patterns of real followers but you will see my response, my second adjusting response and Semantic SEO report maps created by our SpeedSynch internet marketing software.

Exploit Followers with Semantic Signatures

  • Semantic Signature — a Semantic SEO report in map crafted with SpeedSynch Internet Marketing software, example below.

Followers place stories in blogs, forums and blog posts as people and search engine spiders are both leary of automated or programatically generated content motivated by advertisers selling products or harvesting eyeballs to justify advertising prices.

This is how can I respond positively to follower content and shape their content and energy to add value to our products:

  1. Create a Semantic SEO report map of follower content.
  2. Connect a follower’s content to sematic signatures of our product and social media content with a semantic response.
  3. Adjust our blog response as needed to reinforce semantic signatures of our products, web and social media content.
  4. Post a semantically engineered blog reponse in a different social media island.
  5. Cross connect the exploiting content across social media islands for maximum effect.

Note:  Click on the map once or twice to enlarge or use the zoom feature in your browser…

How to use SpeedSynch Semantic SEO report maps to expoit followers and create high quality blog content, links and boost SERP and search engine rank

How to exploit a Follower and shape their content to add value to your social media and web sites.

Semantic Signature FAQ

I am happy to respond to questions with LinkedIN groups where I am a member or go to see my Twitter feed for other examples.

The techniques used for this post are fractal and span multiple time scales–see Social Media Perspectives and Software Tools.

Cheers,

Nick Trendov

www.speedsynch.com

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