New RIM Playbook #IN Legal or Marketing Project Groups

The new RIM Playbook is a valuable addition for Legal or Marketing project groups as it allows them to exploit highly secure RIM Blackberry servers that conforms to international corporate IT standards. 

S5_playbook

 

The RIM PlayBook is capable of 1080p HD video, incluces an HDMI port, microUSB jack, WiFi, and Bluetooth 2.1 at one half a kilogram to provide “an amplified view of what’s already on your BlackBerry…” to “…use their tablet and smartphone interchangeably without worrying about syncing or duplicating data.”

The RIM Playbook tablet allows you to siphon data from your BlackBerry handset via Bluetooth tethering to display via the PlayBook.

RIM’s Playbook OS comes from recently acquired QNX and supports OpenGL, POSIX and HTML5 web standards and RIM’s new WebWorks SDK.

RIM Playbook Tablet Resonance Map

S5_playbook_news

 

Join us to see how RIM’s Playbook helps your Legal and Marketing project Groups.

Cheers,

Nick Trendov

@SpeedSynch @Groups_Groups @eDIscovery_ @ResonantView

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SpeedSynch Resonance Rules #IN Managing Supply #Chain Market #Risk

Executives have embraced the World Wide Web to create unique marketing value or cut advertising costs of old Media business models and recently have discovered that Internet Marketing processes offer opportunities to significantly reduce business risk in their supply chain. 

Risk Reduction and Extended Supply Chains

Reducing business risk as products flow along their Supply Chain provides a positive impact on future product values, sales or profits by exploiting insights of changes in; 

  • Customer Demand
  • Customer Behaviours
  • Competitor Product features
  • Customer Content preferences
  • Customer Media preferences

These and other changes may be mapped by employing the concept of Resonance to determine their impact on product values as products travel across their Supply Chains.

Extended Supply Chains and TransMedia

Web2.0 technologies have enabled innovation and caused distress in Media markets, the implosion of News related business models, the spectacular rise of Social Media platforms and more recently the subtle use of TransMedia, where stories are delivered in segments across multiple media channels or extended supply chains or different places, spaces and times. 

TransMedia techniques offer innovative alternatives to traditional advertising and faster more flexible options to creative marketers to differentiate their customers and their competitors.

The other significant innovation in Internet Marketing is the concept of ‘Resonance’ used to convey how closely two things ‘vibrate’ or their affinity to each other. Resonance has also recently been embraced by Twitter as the core of its Advertising revenue model. 

SpeedSynch Resonance and Content

SpeedSynch Resonance Maps identify and map relationships between people, products and content to guide the delivery of stories across Media and TransMedia channels and platforms to align the resonance of products and content to the people they serve.

Inspired by Twitter’s innovation, SpeedSynch employs semantic algorithms to build SpeedSynch Resonance Maps to measure two other unique content values –

  •  Wayfinding or Navigation—help people find content or products
  •  Accelerated Learning—help people learn how to extract content or product values 

A SpeedSynch Resonance Map of the SpeedSynch Twitter stream:

 * Please click once or twice to enlarge or alternatively work with the enlarge option on your browser…

 

SpeedSynch Resonance Map of SpeedSynch.com Twitter Stream

Content and Profit Alignment Rules

People create content in the form of conversations and stories to ask questions or look for answers that reflect their changing needs or behaviours and content is used by corporations to express the value of their products to their customers

Alignment Rules Content 

  • Twitter content changes quickly
  • Blog content change is slower
  • Corporate web sites are slowest

Content ‘resonance’ helps you understand when your brand or product stories are aligned with your customers or how your customer needs have changed as your products are travelling along their Supply Chain.  Surprises when products arrive are not fun!

SpeedSynch uses content Resonance maps to align multiple customer behaviours to content and products that fit what they need.

Content and Resonance

Twitter Resonance is a critical element in communication today because it offers fast, simple and mobile real-time ability for people to exchange conversations, opinions and information.  Many Tweets or posts in a Twitter streams include external links or ‘backlinks’ to other content on web sites or social media sites.

Over the past five years we have developed SpeedSynch Resonance Maps to help marketers identify and map what is ‘top of mind’ to anticipate and adapt to changes in customer needs and behaviours to reduce business risk or increase revenue and profit opportunities.

Join us to see how Internet Marketing reduces your business and Supply Chain risk.

Cheers,

Nick Trendov nick@scenario2.com @SpeedSynch

Mobile Resonance Aligns Relationships #IN Groups

Offering mobile advertising effectively is almost impossible until individuals declare specific interests though it is possible to reach out and understand an individual by understanding their group relationships. 

Mutualistic relationships are formed among groups, people and content in that groups may align people or content to social or commercial goals; alternatively social or commercial goals may align people or content. 

Mobile Content Explosion

 Content delivery in a mobile platform is no longer an option as mobile handsets are now the interface of choice for internet access in Japan where mobile interactions include payments for goods, services and access to social media groups. 

 Globally Twitter makes it easy to Tweet to get an answer from trusted groups globally 24 hours a day rather than attempting to scroll and assess hundreds of thousands of hits from search engines.

 Resonance Aligns People, Content and Purpose

 Twitter-type Resonance advertising tools provide great value to stressed-out marketers and advertisers who look to reach out to mobile customers as Social Media, data overload, SEO spam overwhelm traditional advertising and media business models.

The links below offer Resonance perspectives for advertisers or practitioners that serve groups or individuals.

 Self-Forming Groups – In Nature

 “Nature shows us how to avoid deadly data overload illustrated by The New York Times article that describes how soldiers are swamped by great bursts of data and deadly consequences that may follow…”

 Self-Forming Groups – Micro-Finance

 “This booklet tells you in simple terms how to help the poor to form Self-Help Groups…”

 Self-Forming Groups – Pharmaceutical

 “Self-forming groups of patients which distribute antiretroviral drugs to those on treatment have proved highly successful in retaining patients in care in Mozambique, and drastically reduced the need for patients to travel to health facilities, according to Tom Decroo and colleagues in a study reported in the advance online edition of the Journal of Acquired Immune Deficiency Syndromes…”

 Join us to explore how Twitter-like Resonance helps you align people, content and purpose in trusted groups.

 Cheers,

 Nick @SpeedSynch  @ResonantView  nick@scenario2.com

Risk and Opportunity Perception #IN Social Media

Accurate perception of risk and opportunity is important to most businesses and critical during this financial crisis.
 
Scenario Analysis, Risk and Opportunity Perception

I highly recommend Pierre Wack’s “Shooting the Rapids” for two reasons; the fascile conversational way in which Pierre Wack describes scenario analysis as he helps us conclude that it is a high value re-perception tool and the hidden reason–his inference that there is room for innovation in perception measures within scenario analysis.

Wack starts by gently offering us a brutaly brief though elegant synopsis of the prior state of forecasting and scenario analysis — “Things could go this way — or that”.

From “Things could go this way — or that”, a simple truth that is still evident today, Wack gently reveals the simple and unique innovation that raised scenario analysis to a high commercial art; Wack helped executives and managers use scenario analysis to re-perceive their complex daily reality. The re-perception required “rooting” where executives acknowledged the current state of their world and contributed stories from which two or more future worlds would be constructed.

Scenarios Focus Attention

Scenarios, story clusters or future worlds help executives anticipate and prepare for future events and align people, content, assets and processes very quickly once they understood which worldview would manifest.

“Shooting the Rapids” offers a unique opportunity In the age of Social Media platforms like Twitter and Linkedin to executives charged with navigating the current financial crisis by exploiting the Social Media platforms as perception, story and scenario generation platforms.

Social Media Resonance and Scenario Analysis

In my experience Social Media stories are critical to understanding the current state of any busiiness, and scenario resonance is crtical to understand how things evolve and when things change as while executives typically know where to go in the market, on arrival they sometimes find themselves quite far from from their original destination.

Wack’s “Shooting the Rapids” will inspire and help you re-percieve where you are and help you know where to go .

Shell reaped huge rewards with scenario analysis and so can you.

Join us to see how SpeedSynch Resonance Maps facilitate scenario analysis.

Cheers,
Nick Trendov @SpeedSynch  nick@Scenario2.com

2010 Predictions and Observations that will Resonate #IN 2011 @SpeedSynch

These 2010 Predictions and Observations that will Resonate #IN 2011 have been posted on @SpeedSynch or WordPress blogs. 

Cheers,

Nick @SpeedSynch  nick@scenario2.com

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 follower.

  

The 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 influence 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.

 

Avoid Social Graphs and Super Bloggers

 

In my experience the real value of the ‘super blogger’ is directly related to sending your content out and others re-sending or posting, just like a chain letter.

This is done with the hope of boosting search engine visibility–leads and sales are a bonus, but not the main objective.

 

It’s not a popular view, but I would think that if you had the time to find the most influential bloggers you would be at the back of a long line and when you get to the front of the line, you would be disappointed with the result.

 

However, if you must take this path, think about these questions;

  1. Do they reach your prospective customers or markets?
  2. Can or will they help you and at what cost, $ or time?
  3. What is the desired outcome from engaging the super bloggers?
  4. Can they understand your products or customers or markets?
  5. Will they just re-send your story or modify it for their own purpose?

 

Good luck with it and it’s always better to talk to someone you can serve with your content or product rather than an agent.

 

The Biggest Social Media Success Stories

 

Social Media is a hunk of software and software is created for two reasons; 

  • Compliance
  •  Speed up processes

Success of software tools depends on if it fits the need of the person typing and the person reading what that person typed so the ‘biggest’ stories will be about how many millions of people signed up to a website so they could do something faster (Twitter) or that the website they use is ‘trusted’ (LinkedIN) or just plain old fun but a privacy nightmare that sells as much information as dumb users will enter (Facebook).

 

Don’t Invest Time or Money in SEO

 

SEO is about giving Google money and there are other options, either way you need to do this; 

  • Understand keyword themes of the reasons your customers buy
  •  Analyze keywords used by your competitors

Options–Establish presence where Search Engine Spiders don’t matter–

  • Find blogs or social media sites favoured by your customers
  • Go to blogs that use competitor’s clients
  • Pay per click, no fuss, saves time.

Search has moved past 90% of SEO experts with Google’s purchase of Metaweb last month so all the time you spend figuring out how to do SEO will be much better spent with your family.

 

The Tweet below is an answer to a question rather than an observation or prediction.

 

Explain Social Media Authenticity in a Tweet “Any words used in similar spaces share meaning.”

IKEA Self-Assembly Ad Rules #IN Trans #Media Internet Advertising

A Brilliant IKEA ad that goes beyond its internet marketing or adverting value as it gently startles the reader to re-live the experience.

This interactive banner ad offers us a simple blueprint for great TransMedia or Cross Media campaigns where future customers are offered guidance to assemble unique story elements found in different places or spaces according to their CURRENT needs rather than values targeted by marketers and advertisers.

X-Media campaigns have great promise at a time where the value of SEO is rapidly declining and search is being displaced by Social Media for finding or refining questions or answers.

Self-assembly of stories is the core value we offer to our clients and we use our SpeedSynch Resonance Maps to help customers align their current or future needs to the content, products or processes. 

We welcome you to join us and explore this with us.

Cheers,
Nick @SpeedSynch

Twitter Plans for Resonance Monetization #IN Internet Advertising

Twitter’s plans for resonance monetization focus on their ability to leverage resonance algorithms to understand the relationships of people, blog posts or Tweets and how they intereact with media.

Advertisers and Real-Time Analytics

Twitter has a unique ability to provide their advertisers with real-time analytics of how people interact with advertising messages across media spaces and offer real-time marketing trends related to blogs, web or Social Media sites.

SpeedSynch Resonance Maps

Below is an example of a SpeedSynch Resonance map which we use to align people, processes. products or content for wayfinding or fast learning.  By levaraging Business Intelligence and Semantic technologies SpeedSynch is able to provide clear and fast insight to Twitter streams and how people interact across media channels or with advertising messages.

Resonance Analytics

Resonance Montetization depends on measures and analytics to offer perspectives helpful to advertisers or their customers so that they can adjust budgets, messages and determine when and where to engage their customers with promoted Tweets.

Contact us to explore the value of Twitter Resonance, Tweet analytics and the impact on your media budgets or ability to engage your future customers. 

Cheers,

Nick Trendov @SpeedSynch  nick@scenario2.com

 

See the image below on Flickr here–

 

Thirty years later Social Media is the Message

Social Media is the Message

As we approach the thirtieth anniversary of the death of Marshall McLuhan, the Canadian digital Media visionary and innovator who uttered the term “The Media is the Message”, it seems almost bizarre that few people know of his work.

Indeed it is almost as if the notion of ‘Social Media’ has been re-discovered and its value to society at large and business specifically is ‘unproven’. 

McLuhan and Advertising

The fact that McLuhan influenced Media and Advertising theory and practice globally is uncontested and more than ten years after his death he was named the “patron saint” of Wired magazine. 

So why is Social Media ‘new’?

Silicon Valley, Profit and Social Media

While Social Media is not new, the ability to build a business model around it to extract profit from its richness has only recently been refined.  Indeed mining profit from Social Media required the old Media conglomerates to die because they could not scale fast enough to attract enough investment to deliver the value that McLuhan recognized in his lifetime.

Newspapers and magazines were limited by the weight of paper and cost of delivery.  Television and radio were limited by the weight of the affiliates required to extract profits regionally and nationally.

McLuhan’s vision of the merging of Media and Message had to wait until the US Military created the internet and hundreds of billions of dollars were squandered in the Silicon Valley IPO boom chasing fast digital profit.

Three critical innovations crawled out of the ashes of the 1990’s IPO crash in Silicon Valley–the internet browser was born, a little known Swedish company created a mobile phone browser and Yahoo created a digital directory.

Fast-forward ten years later and the Social Media islands have triumped as a result of honed business models that have or will soon eclipse Google and the largest telephone and software companies, digital though they may be.

Obviously an Accident

While all this has happened in just ten years the business elite is in awe—

  • When did Google and Amazon step between our products and our customers?
  • Where do we advertise to reach out and touch our customers?
  • How do we identify opportunities and minimize risk?

Old Measures and New Business

In ten years the way of doing business has far exceeded the ability of business to measure and people now have unlimited options for spending their money.  They now use their own measures of success rather than embracing the measures associated to the brands they once cherished.

Business however generally continues to measure opportunity, risk and profit from its own perspective rather than the perspective of the patrons that can guarantee their future success, their customers.

Simple Mathematics vs Complex Business Analytics

Customers employ simple mathematics and focus on simple questions and answers to help them decide what to buy and when. 

Business favours the use of sophisticated models that are based on historical and backward facing data, and to add insult to injury business stores data typically in numerical format it computer databases which are the equivalent of graph paper—rows and columns.  Customer stories are stripped from transactions in deference to the mathematicians and accountants who are comfortable with numbers and at the end of the year Marketers are called in to determine what happened and why.  Generally people are surveyed and the stories are ‘pasted’ onto the historical data.  Forecasts are then made from this ‘cleansed’ data and business assets are marshalled and deployed for the next year or two.  Needless to say a considerable amount of executive time is devoted to ‘adjusting’ to the market or correcting errors of judgement formulated from data that didn’t actually exist or if it did, would never be able to represent the future as the same products and motivation for purchase never would.

 Social Media Saviours

The re-discovery of the ‘Global Village’ or globalization and ‘Media is the Message’ or Social Media and story relationships offer us an opportunity to create value from what happens naturally rather than work with un-natural representations of mathematical forecasts.

Social Media provides insights on what happens once a business ‘determines’ what will sell and orders a product to be manufactured and shipped from China or other distant country.  Since customer needs constantly change, understanding those changes as quickly as possible allows business to adjust the value of their products as they flow across their extended and global Supply Chains.

Counter-intuitively, the value of Social Media is considerably enhanced by applying the insights mined from its story reservoirs to the Supply Chain rather than Marketing or Advertising efforts.

Marshall McLuhan was prescient about this Social Media observations, now it is time for business to apply the value of his knowledge to where it can help people the most—along the global Supply Chains where their products flow.

Cheers,

Nick Trendov www.SpeedSynch.com @SpeedSynch

Resonance, Prediction Marketing and B2B ROI #IN

Applying ROI to Marketing is occassionally treacherous as it often creates a debate about what may be measured and what is ‘soft’ or ‘just a guess.  In my experience I have found that ROI calculations are based on political choices related to formulaes and time whether the project is related to building a new factory, buying new bottling equipment, justifying a new computer hardware server or marketing. 

Deep dig enough and it is all ‘soft’, precise as it may appear.  Now lets get to Marketing ROI.

B2B ROI is different that B2C ROI because of the behaviours of the prospects or customers that buy products from businesses.  Business people buy products to consume though most of their expenditures are embedded into their products or services for re-sale, hence the distinction B2B.

B2B buyers or the decision makers that decide what to buy and when act differently so our meausres of ROI must be different.  Marketers must spend money differently on identifying customer or prospect behaviours and delivering messages to support the sales of products or services to B2B buyers.

Prediction Marketing, all the current rage, is not based on ‘past’ behaviour but rather our ability to predict future behaviour which simply means understanding where are our prospects or customes going rather thant where have they gone in the past.

We use a combination of Predictive Marketing and determine the ROI values important to our customers or prospects to determine where they are going so that we know how and where to deliver our value propositions.

Contact us to see how SpeedSynch Resonance Maps and Predictive Marketing can help you.

Cheers,

Nick www.speedsynch.com

Mobile APPS and Twitter based TransMedia Marketing

Do mobile APPS add value to your phone or product marketing?

The mobile phone provides tremendous opportunities for marketers to deliver unique value by employing mobile APPS to deliver content to the right people or people to the right content according to mobile phone user needs.

‘Twist’ for Twitter is a concept mobile APP that twists Twitter content to the perspective of mobile phone users by delivering content or people to the appropriate physical or digitial spaces across (trans) media channels for;

  • Marketing–alignment of content and people with ‘Resonance
  • Questions and Answers–helps ‘Find’ answers or ‘Refine’ questions
  • Fast Learning–brokers Content, Persona expertise and Process best practices

Think of the mobile phone’s Twitter UI as Twiest for Twitter’s ‘on/off ramp’ which sends Twitter content to a cloud server to create SpeedSynch RESONANCE MAPS or content GIS based on relationships of;

  • PEOPLE ‘Personae’
  • CONTENT marketing/learning/navigation
  • PROCESS or work

The `Twist` for Twitter concept above mirrors the value delivered by our SpeedSynch internet marketing software.

Cheers,
Nick @SpeedSynch

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