Exploit Predictive Analytics or Scenario Analysis #IN E-Discovery Projects

Scenario Analysis and Predictive Analytics offer a low risk, high value means to help eDiscovery project teams deliver less expensive high value results faster compared to usual eDiscovery methods.

Whether your eDiscovery teams employ Predictive Analytics or not, Scenario Analysis will help prioritize the sequence of eDiscovery processes and focus limited resources. Indeed if done properly faster, richer E-Discovery results may allow counsel to shape the legal action or negotiate from a position of knowledge before the eDiscovery teams commence their project.

Scenario Analysis for eDiscovery

Scenario analysis is very straight forward and may be done very quickly in most eDiscovery projects if practitioners are guided by the core concepts of scenarios.

  1. A scenario is a cluster of stories or content related to the legal action that requires E-Discovery.
  2. Case files may be created before an action is resolved or even before eDiscovery commences.
  3. Counsel can generally describe two or three high probability outcomes as an action commences.

Go to our @eDiscovery_ Value Brief for a view of combining Predictive Analytics and Scenario Analysis.

Join us to see how to it is possible to use Scenario Analysis and ‘proxy content’ to accelerate your E-Discovery results.

Cheers,

Nick Trendov @eDiscovery_ nick@scenario2.com @SpeedSynch @ResonantView

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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.”

Measures make Competitive Analysis Predictive #IN @SpeedSynch

Competitive analysis is typically backward facing as it relies on measures and stories that happen in the past, but there are ways of making competitive analysis predictive.

Predictive Measures

Predictive measures are those that help you anticipate and exploit future events, much easier said than done, and very much on the minds of executives mostly as a way to mitigate risk.  However, there are simple ways that it is possible to identify future opportunities and the measures that indicate where and when they might happen.

Measures and Relationships

In business there are two broad types of measures used–measures that indicate

  1. GOALS or objectives
  2. DIFFERENCES between goals and outcomes

While comparing these two measures is very simple it is the detail that provide us with the greatest opportunity to understand what happened or how we may adjust along our path towards our objectives.  The detail in measures is provided by three significant relationships.

  1. PEOPLE
  2. CONTENT
  3. PROCESS or Work

Relationships and Predictive Analysis

Understanding the relationships of people, content and process related to each goal allows us to understand when things change with our customers and prospects.  Quickly adjusting to market changes then permit our estimates and goals to be tuned as we go to market and help shape future options for our customers and prospects.

Measuring carefully or rather letting your customers and prospects adjust your measures and future goals provides a unique element to your competitive analysis, it becomes predictive.

Predictive Analysis and Resonance

We typically skip the market analysis part of this relationship because we prefer to take the customer or prospect perspectives of measures and content requirements.  This approach is simple and employs the concept of Resonance which has recently been championed by Twitter in their Advertising model.

Resonance is a simple concept as employed by Twitter, if content is popular it is Tweeted and Re-Tweeted.  If content stops being popular then it ‘dies’.  Essentially Twitter is a ‘market space’ where the Twitter community ‘votes’ and where it is easy to see if and when members of the Twitter community ‘spam’.

Resonance and Spam

One of the significant impediments to adding a predictive element to competitive analysis is spam, simply because spam distorts analysis by placing artificial importance to products or people which is difficult, if not impossible, to compensate with traditional or social media analytics tools.  We use SpeedSynch Resonance Maps to augment competitive analysis and provide a predictive value based on persona behaviour.

Contact us if adding a predictive element to your competitive analysis may help you.

Cheers,

Nick www.speedsynch.com

Two B2B Healthcare Resonance Marketing Rules #IN

  • Marketers traditionally focus on ‘product positioning’ based on segments rather than behaviours of decision makers
  • Product messages are generally ‘homogeneous’ and delivered the same way across multiple media channels
  • Resonance and Prediction Marketing

    The concept of resonance is simple, if your B2B buyers and the way you promote your products are not ‘in tune’ or don’t resonate, they you have a problem.  In our experience resonance to customers and channel partners in B2B markets is a very reliable measure of opportunity and success.  Indeed the popular topic of prediction marketing can be summarized neatly with a simple question– ‘Is your marketing ‘in tune’ with or does it ‘resonate’ with your prospects and customers?

    See http://speedsynch.posterous.com/resonance-and-prediction-marketing-rules

    Two B2B Resonance Marketing Rules

    1. Identify how many decision makers influence the purchase of your product in a B2B environment.
    2. Deliver marketing messages or product value content across different media channels to fit decision maker behaviours

    To see why and how this may be done go to; http://speedsynch.posterous.com/new-transmedia-marketing-rules

    B2B Healthcare Website Example

    http://www.cardiacscience.com/ is an interesting site and in many ways typical of how healthcare product providers deliver company, product and marketing information. The SpeedSynch Resonance Map below illustrates how the content on the site may be seen by people and search engine spiders.

    People typically go through this and other sites and look at the relationships of the site content from the perspective of their needs and Search Engine spiders go through web sites to index content so that the site may be offered to searchers or people that type in words into search engine boxes that describe the questions on their mind or the answers that they seek.

    See the ‘impression’ that may be offered to people and search engine spiders is shown by a SpeedSynch Resonance Map here;

    If you have experience in the healthcare market you may notice that it is awkward to find the words to describe what you need from the perspective of how a B2B Healthcare buyer.

    For those people that don’t know B2B or Healthcare, look at the two product specific SpeedSynch Resonance Maps below and you will see that both are simpler and the word relationships (lines connection words) are cleaner and the document relationshiops (squares connected to squares or words) are also simpler and easier to see.

    Here are two other product or service examples which contrast from the entire site SpeedSynch Resonance Map above.

    Quik-Prep SpeedSynch Resonance Map

    Quinton and Burdick SpeedSynch Resonance Map

    Resonance is Perspective

    It is fairly easly to see that the two SpeedSynch Resonance maps above are simpler and easier to navigate that the SpeedSynch Resonance map of the Cardia Science website.  This doesn’t mean that the site is ‘bad’ but rather that if you were a decision maker focused on a specific product or service then the website may not help you get to the information you need or at least you might have a hard time finding what you need.

    The Quik Prep and Quinton Resonance maps are more focused and one of the reasons to justify the creation of ‘micro sites’ or smaller product sites with simpler navigation.  This is a little more complicated than have a single product page in a website as both people and Search Engine spiders are confused by the navigation options and links to other content.  Keeping a product site focused on a single perspective yields very good resluts and it is the perspective of the B2B decision maker as opposed to the product features that are important to focus upon.

    Off Web Site Marketing

    Delivering content via advertising across media channels, places or spaces frequented by target B2B prospects or customers is another important art and typically marketers spread their budgets and efforts evenly across media channels rather than by focusing on B2B decision maker behaviours and the media channels and proportions that they prefer.

    Contact us if we can help you understand the Resonance of your webistes, blogs, Twitter feeds and how to make them Resonate to your B2B buyers.

    Cheers,

    Nick @SpeedSynch

    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

    SpeedSynch uses Manga to Boost SEO

    SpeedSynch specifically employs the concept of ‘masks’ to illustrate customer behaviours and the relationship of people to products, events and places.  Manga is very, very popular and illustrates the value of stories and masks brilliantly.

    Consider the common facial expressions that Manga artists employ to convey emotion, meaning and relationships between  characters.  Manga is a timeless are and presents enourmous potentional as a resource to convey stories and relationships relative to products or services.  Indeed TransMedia, or the delivery of stories across multiple media, may illustrate that the meaning of Manga transends age, culture and geography.

    Join us to see how SpeedSynch ‘persona’ mask employ the concepts and techniques of Manga.

    Cheers,

    Nick www.speedsynch.com

    WordPress Joins the Content Creation Wars

    WordPress Joins the Content Creation Wars

    Apart from acting as a virtual gathering space Social Media software platforms quickly learned that their communities want to create content, and the faster the better.

    I built this blog post with the WordPress ‘QuickPress’ user interface and have looked at others including Posterous and Livejournal though WordPress is the most comfortable so far I have just downloaded Typo3 and will look at it over the next week or two.

    The Content Arms Race
    My sense is that all of the Social Media software sites provide the content creation tools in an attempt to keep their ‘community’ close and members are critical to the valuation of software platforms and ultimately critical to the exit strategy of the founders and venture capitalists who fund them.

    The connection between content creation software, a content arms race, a good ‘valuation’ and selling for maximum profit is astraight line and clear as a bell.

    Why do you Blog?
    With all of the content creation systems out there and not enough time in the day a simple question surfaces quickly, why do Social Media software users blog?  This question has many answers that include convenience, attention, entertainment, though the biggest reason may be that since early 2009 or late 2008 over half of searches started in Social Media software platforms.

    Blogs, Backlinks and Search Engine Rank
    Almost everyone covets a top rank on a Google or BING or Yahoo search engine results page or SERP as #1 means profit.  People look there and depend on the information there to make a buying decision and typically jump from top ranked links to a purchase transaction.  If they buy something after visiting your top ranked site you earn a commission, Amazon (or other resellers) earn a commission and the manufacturer earns less as they pay the commissions.

    Backlinks are a form of voting where you benefit from the content of internet users who then mention and link to your site.  Backlinks may be created by posting good quality content to blogs with links to your site and you may see contrived posts that are note humanly readable with links.

    Google “SpeedSynch” and you will see what looks like sites with a photography conversation that seem to reference all types of variations of “speedsynch” or “speed synch” or “speedsync”.  While the blog posts appear to use industry specific jargon, let me assure you that no one would ever string a sentence together in that fasshion. 

    Indeed you may have found a site that looks for search traffic and is created with the sole objective of standing in between a search engine and the traffic generating site, speedsynch.com

    Now unless you blog then the ‘photographer’ sites rise to the top of Google and they get the ‘searchers’ looking for SpeedSynch.com.  While this would have made a huge difference five years ago, over the past three years it means much less and since last year it means not much at all.

    Most of the traffic to SpeedSynch.com comes from Social Media sites and searches related to SpeedSynch.com focus on specific comments, SEO Reports, answers on how SpeedSynch internet marketing software creates semantic resonance maps, the same resonance championed by Twitter, or how SpeedSynch internet marketing techniques may be applied to competitive analysis or to deliver fast learning to self-directed adult learners.

    The ‘photography’ blogs the posts include links which battle for the #1 spot when anyone searches for ‘speedsynch’.  Try searching on any brand that pops into your mind and find out who stands between you and the brand that you wish to find.

    Faster Content Creation Means Higher Rank
    The correlation between rank, content and links is pretty straight forward and generally known.
    Creating new content faster appears to be necessary in order to rank higher to get more profit or attention.

    Can Google Save SEO?
    The process of ‘improving’ page rank is called search engine optimization and consultants will show you how to rank higher or will do the work for you.  The work, because of the nature of search engines, involved content backlinks and directly or indirectly depends on content creation.

    The relationship between searchers and content used to be simple, both were performed in the Google software interface or search engine box.  Social Media has since enticed over half of searchers to start in their platforms and so Google’s ‘search share’ may be less than 35% given the numbers and other search competitors.  Indeed this trend may have been the driver for Microsoft’s significant Facebook investment a few years ago–the writing was on the wall, SEO was going down.

    Google has fought back to protect the concept of SEO by innovating and corporations like Amazon also stand to lose large if SEO deteriorates as ‘affiliate marketing’ represents a large portion of their revenues.  The more SEO ‘crews’ that stand between you and brand owners the more transactions go to Amazon or similar re-sellers.  If manufacturers could estabilish a direct relationship then their profits and possibly your cost would go down too.

    On the innovation side, Google may actually speed up the decline of SEO with Android.  After all how many links on a page will searchers view?  Likewise the Google ‘Instant’ feature appears to ‘guide’ searchers past the ‘links’ that might have distracted them right to the big brands.  All the work of the SEO ‘crews’ may have been spoiled.  Semantic SEO or semantic algorithms introduced and soon to be augmented by Googles’ purchase of Metaweb will take searchers away from viewing pages even faster.

    Twitter is the fourth horseman of SEO’s apocolypse as Twitter doesn’t even rely on conventional backlinks.  Twitter is the future of marketing from our perspective and accelerates SEO’s decline further.

    Search, Profit and Time
    SEO appears to be failing Google just as Social Media is rising in popularity and this is because of the huge amound to content that millions of people can generate.

    But do people have time to fight content wars?

    Yes and no.  Posterous and WordPress’ QuickPress, where this post is being created, helps people quickly generate and distribute content–more bad news for Google as if I was the corporate advertiser with the big budget I would ask hard questions about why I shouldn’t just create my own content in the spaces where people gather.  Why do I need a broker when Social Media is where the action is?

    WordPress has ramped up their content creation capabilities as it rushes to its exit strategy, just like all of the other Social Media platforms.

    Now lets see what Google does next.

    Cheers,
    Nick
    https://speedsynch.wordpress.com

    Twitter Resonance Rules Brand Evolution — The Prequel.

    It seems that during the rise of Social Media marketers have been confounded by the Twitter software platform and have struggled to understand its impact on the companies that they serve or their profession.  The temporary nature of Twitter communications is contradictory to one of the prime directives of marketing, defining and increasing brand value.
    When I visited Silicon Valley in San Francisco in 1992 I saw the first Yahoo! billboards that promoted the notion of the internet and the Yahoo! directories and in 1998 or 1999 I noticed the beginning of Googles search engine results pages driven by content backlinks in a form of a popularity contest.  Five or six years later the idea of search engine optimization is born when competition starts to erupt over link names and search engine page results or SEPR ranking.

     

    Marketers were watching Google carefully and noticed that it was much more cost effective to adevertise on the internet and you could advertise to individuals unlike mass media of the day.  Marketing was moving slowly into the world wide wieb and soon the crawl would be a walk and then a race to see who could stake the best words in a form of ‘virtual land grab’ so that when searchers entered a phrase into a search window the products promoted by savvy marketers would rise above their slower and less internet knowledgable competitors.

     

    Branding also evolved quickly in the late 1990’s and early 2000’s mostly due to the rise and fall of world economies and old school advertising agencies we pressured heavily by Public Relations firms that repeatedly SHOUTED their messages.  It appeared that quanitiy and repetition had triumphed over quality, at least in most cases.  The repetition of brand messages fit well into the theory of branding where it was assumed that products would be purchased in perpetuity and that brand managers would strive to maximize profits and determine how to position brands so that competitors could not take customers and sales from the brand.

     

    Economies of scale in manufacturing and advertising were critical drivers of brand equity where eventually competitors would start to outsource in continually lower cost global locations while seeking any advantage in their brand warfare.  Eventually the global outsourcing trend moved from a crawl to a brisk walk and then a frenzied dash to Canada then to Mexico, China, India, Brazil and the Phillipines.

     

    Software suppliers like ASK, CA, BaaN, IMI, SAP, Oracle and IBM provided big corporations big systems to control global supply chains and achieve the dream of global economies of scale.  The stretched supply chaines required supplier agreement timelines of up to two years which became a problem and eventually bankrupt corporations like Nortel who were competiting with Asian competitors of handsets and telephone infrastructer with product cycles of six months or less.  The Nortel products and inventory, on-hand and future committments was obsolete before it could be manufactured  The large ERP systems compounded the problem as planning cycles were optimized and precise, thoug it was doubtful if the users were capable of assessing the risk or trained to deal with it nor were the suppliers capable of adjusting quickly to the new world order.  Time was speeding up and the corporations with few long term obligations and even fewer long term investments would reap the rewards.  Marketing and Branding followed the trend of cost reduction and increasing speed and internet services and product vendors like Cisco, Oracle and SAP were happy to comply with the direction and push hard when they realized giants like IBM were afraid of leaving profitable territory.

     

    Rise of the Internet and Speeding up of Time
    One significant consequence in the speeding up of time in business is that products have become commodities and in markets like fashion it may be as little as two or three days after a model walks down the runway in Milan that a knock off or copy of very good quality clothing is being loaded into a container in Asia bound for European and American retailers.  Branding is the only distinquishing feature in the commodity game and marketing the main value driver.

     

    From early 2000 to about 2005 marketers had an easy time cutting advertising costs by shifting to PR and internet advertising, mostly around email and simple websites and while a lot was said about electronic commerce not too much was happening, yet.  As cost competition rose so did competition for favourable internet branding position and this cause the creation of a new profession, search engine marketers which could exploit the tendency of people to type a few words into a search engine box and be ‘served’ the answers to their questions.  Google made billions by being a servant. 

     

    SEO Entrepreneurs Take Profits from the mouths of Search Engines
    It didn’t take entrepreneurs too long to figure out how to exploit search engines and learn to stand between product manufacturers and millions of buyers who wanted to buy their products on-line saving 50% or more in the process.  Soon every brand would be pushed down in the search engine results pages or SERP.  The process accelerated faster with the creation of the Social Media software platforms WordPress, LinkedIn, Facebook and Twitter and soon SEO entrepreneurs could create content and backlinks to easily manipulate the SERP and amateurs realized what was possible and they climbed aboard the gravy train.

     

    In an attempt to counteract the trend Google buys Metaweb the semantic database firm, starts its own blog platform and starts archieving Twitter feeds while pushing the SEO entrepreneurs to create video content and feed its YouTube pipe which it aims squarely at the old Media conglomerates.  In the meanwhile Blockbuster Video enters bankruptcy protection in mid 2010 and Twitter reaches over 150 million users, most of them mobile and in countries like Brasil and India.  Sylvester Stallone shows the world the new Twitter marketing resonance rules as his move Expendables first catches and then screams by Leonardo DiCaprio’s Inception.  Stallone is fueled by a clever tsunami like Twitter campaign fueled by millions of Brasillian Tweets.

     

    The quick rise of Social Media and Twitter makes it harder to convince advertisers that search engines would or even could continue to deliver the brand value and in late 2008 or early 2009 over half of searches started in Social Media software platforms.  Corporations quickly start jumping into the Social Media and Twitter pool with both feet distressing all of their suppliers who must quickly re-face products that were designed in the late 1990’s to now work in a world where business models and time had accelerated beyond recognition.

     

    Twitter Rules Brand Evolution
    With only 140 characters the Twitter software platform is able to deliver stunning value by combining content and backlinks so that if a Tweet or micro blog post is not popular it expires.  No need to assess or rank, no need to archieve.  All of the work is outsourced to the Twitter community.  Better still no need to worry about old content, good bad or indifferent, and certainly no need to build server farms worldwide.

     

    Instead of charging fees based on ‘clicks’ and forcing customers to spend money and time on SEO that is totally disconnected with sales, Twitter charges advertisers according to how long a Tweet is heard and how far it goes across groups in the Twitterverse.  Unless a Tweet is ‘Re-Tweeted’ it expires though advertisers can promote their own Tweets which means that Twitter will place a very few of them in their Trending dashboard making them visible to millions of Tweeters globally.

     

    Marketers get multiple branding messages for free which is a pleasant change from SEO models where a ‘conversion’ or sales ratio of 5% is considered wildy successful, if you don’t count that you have to pay for the other 95% of ‘clicks’.

     

    Branding has moved to virtual real time speed with Twitter though marketers haven’t had the opportunity to explore or determine best measures Resonance or the relationship between Customers, Products and Content.

     

    We have come to the end of our Prequel and examples of Resonance Measures and the technologies that we have applied for the past three years may be found at http://twitter.com/resonantview or https://speedsynch.wordpress.com or http://www.speedsynch.com

     

    Cheers,
    Nick Trendov

    Twitter Resonance, Profit and Sustainability

    Shun SEO for Sustainable Profits!

    Twitter’s move to a Resonance based advertising model is the main driver behind moving the SpeedSynch web and social media sites away from an old SEO keyword design to a sustainabile Resonance micro site design built with Semantic meaning.  Sustainability is the key.

    Like any other business we don’t do anything unless it is linked to serving our customers or improving our competitive position in the market and Resonance allows us to avoid unsustainable SEO models and offer unique Social Media value to our customers.

    We review SEO and sustainability at detail here though in summary the ability of almost anyone who generates enough content to confuse search engine spiders and become more visibile that the manufacturer of a product means that buyers pay more for a product and the market efficiency promised by the internet is patently false.

    Once you consider that currently SEO adds to your cost of buying almost anything and the cost of selling almost everything on the inernet it becomes obvious that there must be a better way and Twitter has apparently found it with Resonance.

    Resonance Rules Value

    Resonance is created by content, whether it is in the form of a blog post, Tweet or product content used by searchers to help them find what they need or learn something they value.  Searchers interact with content and SpeedSynch measures content and behaviours to create Resonance maps based on Semantic meaning rather than SEO keywords used in PPC advertising and marketing.

    Content must ‘resonate’ or engage searchers to deliver real value to people and if the content doesn’t help them accomplish their objectives then resonance fades very quickly.  The search-engine-optimization or SEO advertising models don’t concern themselves with user value and they charge customers according to how may people ‘touch’ or click on the content regardless of its value to people.  Twitter understand the SEO model is not sustainable and spent a consideable time exploring options before moving to Resonance.

    SpeedSynch internet marketing software measures Resonance so we can aligns content to customers for:

    1. Navigation or Wayfinding value
    2. Learning for operational improvements or innovation

    Semantic Meaning and Resonance

    Google or BING “any words used in similar spaces share meaning” and you will find practical resources for semantic meaning which we use in assessing Resonance.  From a searchers perspective any content that helps refine a question or refine an answer resonates with the searcher.  The content is relevent or has high quality and value.  From a buyer’s perspective the products that fit the objectives or needs of the buyer resonate closely with their current assessment of value.  It is important to note that a searcher’s or buyer’s assessment of value changes quickly for different reasons and we accomodate this simple truth with the persona concept.

    Does your content Resonate?

    Understanding closeness of meaning or affinity of purpose gives you a good idea of whether two things resonate.

    This his how we measure Resonance very quickly in the SEO space as SpeedSynch;

    1. Maps content relationships of concepts or keyword themes rather than keyword phrases
    2. Allows you to assess the value of the keyword themes according to your perspective

    Content and Products

    Content, whether it is text, images, audio or video, is often confused with the value it delivers which is in turn determined by its format, location and it’s facility of  interaction with products and people.  Content can be used to describe products or it may be used as a wayfinding tool to help people find other content or products.

    Describe vs Prescribe

    Content that is crafted and delivered well allows people to define questions that they are not sure about and perhaps refine their understanding as they learn during their search.  Content also helps people understand what is needed to achieve a goal, how or what  to do or where something that will be pruchased, returned or repaired.  Often people refine questions or answers at the same time as they look for and find content during a search and once they know their answer, they will go out an find a product.  Content helps describe questions, answers and assists people to self-prescribe the products they need.

    People and SEO Marketing

    SEO marketing is a fairly simple concept.  Web sites and blogs are the spaces that hold content so that it may be explored by people that search for answers or products.  It is still believed that people search by entering word combinations or keyword phrases into a search engine in order to find the content that will lead to the products or services that they will eventually buy.  SEO marketers devote considerable resources to balance their desire for high volumes of potential buyers with relevency which attracts the right type of people they wish to serve.  Getting many people to a product is useless if they don’t buy because it is irrelevant to searchers.

    Content is tasked with ensuring that search engine spiders rank their web or social media sites highly, ideally on the first search engine results page or SERP.  Being number one is the ultimate goal and closer to the top of the first SERP means more profit.  However after 18 years marketers have devised their own ways to entice search engine spiders to their sites.  Indeed in early 2009 more people start searches in social media sites like Twitter, LinkedIN, WordPress and Facebook than entering keyword phrases into Google.  There is a simple reason for this and content is the answer.

    SEO Marketing and Content

    Blogs generate far more content that corporations and I review the main reasons in my Semantic Blog in WordPress.  In an interesting twist the desire for corporations to set up and forget websites has allow bloggers to divert the search engine spiders so that blogging content impacts the visibility of all brands and products worldwide.  While this is obvious it was Adobe, considered a slow moving dinosaur by both Google and Microsoft, that acquired Day Software to provide corporations with content generations factories to fight the content war currently being won by the social media platforms.

    Google Fights Back

    Google did some acquisitions of its own acquiring Metaweb and accelerating the move away from SEO keyword phrases to semantic themes.  While the old guard SEO marketers and promotors will argue how many years this will take it is very easy to see how many SEO experts where brutalized when Google’s algorith changes in May and June 2010.  If you listen carefully you will hear how SEO marketers adjusted by creating more links and backlinks and adjusting the infrastructure of their SEO sites but the writing is on the wall.  Backlinks are created when someone like the content they find on a site and notes or sites the site in a blog post or on a web site–people link back to the content that is valuable to them.  We believe that Google is currently applying semantic algorithms to content and working quickly on backlinks which are the lifeblood of SEO marketers.  By measuring how the sites that carry the links to the content being evaluated by search enging spiders Google, BING and other search engines will know the value of the backlinks according to semantic relevencyof the searcher.  A link originating from a coffer grower will have more relevancy as a backlink to content about coffee on a site that discusses or sells coffee than the same link on a site focused on baby clothes where mothers blog about needing coffee while shopping because they are sleep deprived.

    Google currently does this with keyword phrases and the use of semantics will take it to a much higher level where it is possible to attribute different semantic meaning to the same content and also the relevency of backlinks.  We will show how this is possible with SpeedSynch and how SpeedSynch may be applied to understand current and future customer perspectives and behaviours which we call Neuropersona.

    Changing Relevency and Customer Behaviours

    The simplest measure that shows how quickly things change in internet marketing is that from month to month searchers use only 50% or half of the same keyword phrases to describe the same objective or problem.  This change is consistant and causes marketers to constantly change how they describe products, services and the content used to help searchers find the products they need.

    Quite simply searcher perspectives change so quickly that the relevence of content and backlink naturally errodes and must be updated or switched in accordand to new searcher perspectives.  Old backlinks should not have the same weight or value for search engine spiders or people.  This becomes a huge problem for old school SEO marketers who thrive on just backlinks or believe that the more backlinks the better.

    Not only does customer behaviour change with search but it is also possible for searchers to change their behaviours in another way that causes marketers even more stress.  Consider the case where someone in the same househld buys items for other members in a household three times in one day.  Is the buyer a man, a woman or a child?  Did the buyer buy because they had to replace the item and will contine the buying pattern?  Did they buy a gift?  Did they buy to replace an item borrowed from a neighbour?

    Our solution to this dilema is to apply the concept of persona behaviours where we place content on a site to serve allow of the questions or objectives above regardless of the demographic or psychographic make up of the buyer.  Indeed we believe that peopel can switch persona behaviours at will and so as not to confuse our notion of persona to how user interface experts or programmers apply the term we call ours Neuropersona.  Neuropersona are describe on www.neuropersona.com

    EPISODE ONE:  Blogs and Twitter Alerts

    So now we have a little background on SpeedSynch, SEO, Semantics, Neuropersona and now it is time to move on to the first episode where we move from a focused single page site that is part of a larger microsite on www.adscenario.com to a five page blog based micro site on a WordPress platform with a tight Twitter connection for alerts.

    SEO REPORTS

    In order for us to achieve our goal of creating an internet asset to attract both search engine spiders and people that become satisfied customers we start by creating SEO reports of our Twitter feed because it is there where we reached out to customers first with the stories that we found relevent according to feedback.

    Here is the semantic SEO report of our last 10 Tweets on our Twitter feed:

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

    Semantic SEO Report of SpeedSynch Twitter Feed 2010.08.08

    Twitter Feed Semantic SEO Report of SpeedSynch

    Why Twitter?

    Twitter is a critical element in communication today because of it’s realtime and because most tweets or posts in a Twitter feed link to or act as backlinks to web sites or other social media sites.  This is the case with SpeedSynch where the Twitter semantic SEO report above is a map of 10 tweets.  It is the last 10 tweets and the associated blog posts that indicate where our customers are taking us and where we intent to go.

    Our next post will highlights Google’s fast push away from SEO keywords to semantic meaning.

    Cheers,

    Nick www.speedsynch.com

    Auto Post vs By Hand for SEO

    Do you get better SEO ranking and customer awareness when you distribute content across social media sites by hand versus an automatic tool?

    Is this different than email spam?

    If you can automatically generate and content to complements people or blog perspective where you will post then it is not spam.

    If you post virtually the same content in response to different people or blog perspectives then many might considere it spam.

    ‘By hand’ infers personal touch and content perspectives aligned to the meaning of the person or blog where you intend to post.

    Why not use an automated process that includes the judgement of a person who might also adjust each post ‘by hand’ if needed?

    Use Twitter
    Search to find where to post your content by following links in Tweets.  Twitter Rules SEO value.

    Use SEO Reports
    Use SEO Reports if possible to examine the ‘meaning’ of the content where you want to post.

    See http://tinyurl.com/S5-twitter-seo-rules1

    Or

    Read the content and adjust your post to complement or support or provide another perspective to the content you have discovered via a Twitter search?

    Twitter Rules SEO
    Tweets provied multiple perspectives of the keywords in your content.
    Find the Tweet that is closest to your content perspective and toadjust much less ‘by hand’ content which means you go faster. 

    See http://tinyurl.com/S5-twitter-seo-rules

    Here Twitter and SpeedSynch provide immediate perspectives and meaning that ‘cut and paste’ posting systmes lack.  Twitter and eyeballs would do the same with a little practice.

    Google will penalize the client for which you are building them unless you adjust the posts, ‘by hand’ or not, they will probably be rejected or labelled spam and most probably be considered ‘similar’ by Google which means the backlinks that you are attempting to create will be worse than useless.

    Good luck with it.

    Cheers,
    Nick

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