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

 

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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.”

Titles that Resonate #Top #2010 #Posterous #Blog Posts delivered #IN #TransMedia Format

Titles that Resonate #Top #2010 #TransMedia #Cross #Media Post #IN #SpeedSynch #Content #Stories is meant to attract the attention of ‘machines’ or search spiders first and eyeballs second.

This single Posterous blog post will be automatically ‘pushed’ to Twitter and WordPress sites and later picked up by LinkedIn.

Here we see that the message directs the media flow and is later directed by the media channels to different spaces and groups.

Top 2010 Posterous Blog Posts

#transmedia #speedsynch spaces for internet marketing advertising

SpeedSynch boosts #Transmedia spaces for Internet Marketing Advertisers

#transmedia is new to artists, though well known to storytellers and in this space we will explore the application of our SpeedSynch internet marketing software and internet marketing advertising and promotional techniques to support #transmedia from a commercial perspective…

New TransMedia Marketing Rules

Internet marketing has essentially changed very little since marketers discovered how to successfully use Yahoo 10 years ago which may seem shocking to the Google generation, but is an accurate description of current practices…

Resonance and Prediction Marketing Rules

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 which may be the reason why the concept of risk reduction is important in the business world where a business may not survive if it goes in one direction while its customers go in another.  When this happens 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…

 

Content Resonance Rules #IN Legal E-Discovery 2.0

The legal profession is wrestling with data and information overload to meet legal E-Discovery obligations and client expectations and may be able to benefit from significant advances provided by Social Media platforms and Content Resonance… 

 

SEO value decline and privacy toxicity highlights opportunities #IN Mobile Internet Marketing

The apparent decline in the perception of value and privacy toxicity of SEO may be very good for Mobile phone makers and internet marketers as the mobile phone has become the Social Media and internet website interface of choice by billions of people globally…

 

The content is this blog post also resonates and also influences the people that read it across the different media channels which it travels.

 

Cheers,

Nick Trendov @SpeedSynch  nick@scenario2.com

How to survive the Death of SEO.

After SEO’s terminal coma in 2009 we carefully watched how marketers, advertisers and corporations coped with their loss.

Some moved to Social Media Optimization or Social Content Optimization while others moved towards ‘community’ management which is interesting as Facebook, Twitter and LinkedIn maimed independent communities before we started our SEO death watch.

New Community Rules

Community spaces have always been one of the best marketing investments any company could make by creating a space for people to share experiences, content, expertise and stories.  Done well the community spaces were like a very cool house party where the host would decorate and offer the best drinks and finger foods to set the mood and the party goers would create the buzz.  A great host couldn’t lose and at the next party there would be more people than space.

Some  companies, like envious hosts, tried to copy successful communities but missed the ‘intangible’ values needed to make a party or a community successful–freedom and inspiration.  Community by design rarely succeeds for one simple reason, it is meant to benefit the host rather than the attendee.

Communities are after all software applications and the ability to motivate people to create content by typing, editing and tagging is a difficult task.  Design and venture capital is critcal but luck may be more important.

Did the SEO Eco-System Kill the Party?

The old SEO ‘eco-system’ included advertising agencies, SEO services consultants and various other brokers that re-intermediated internet transactions and profited handsomely from their ability to stand between buyers and sellers.  Watching them adjust to the rise of ‘Social Media’ may help us determine how to align our products to people with content in this brave new world where people flit between Social Media software applications according to their own needs without heeding marketing messages or advertisers, old media or new.

Risk and Corporate Executives

Risk is a big problem for corporations who plan their work and work their plan and up until recently the ‘myth’ was that Social Media was a risk and mis-understood by corporate executives though in early 2009 marketing and advertising budgets were moving to Social Media faster than Amazon could acquire web sites to protect their sales volumes and SEO assets.

Diaper.com–How Low can SEO Go?

Diaper.com is Amazon’s latest acquisition, is it a sign of the times?  It is interesting to note that diapers appear to be sold on Diaper.com rather than the diaper manufacturers and re-intermediation is profitable despite the internet myth to the contrary.

Community by Design

If you believe that corporate communities can compete with Twitter or Facebook or perhaps ‘shape’ how Social Media audiences see their value have a look at this;

We look forward to seeing if community by design will fare better than SEO though our experience is that it is difficult to influence the value communities place on content.  This challenge is very clearly illustrated by watching how people change the words they use to describe questions or find answers while using search engines. 

Even if your company built a ‘perfect’ website that described a perfect product the search engines would probably no longer rank your site highly on their SERP or search engine results pages after 90 days because the words used in search engines would no longer correspond to the content on your web site.  SEO or search engine optimization and the mechanics of determining which sites rank highly would take over and drop the ranking of your site, if it ranked highly at all.

Resonance is Temporary

Twitter’s Resonance model is a bright light in the blight of internet spam and communities over-run by packs of network marketers re-selling Amazon product because it is resistant to spam and depends on trust even if temporary communities are created by followers or ‘likes’.  The key element to resonance is its temporary nature and that a follower or like today is closely linked to a Tweet or content.  The same people won’t have the same influence if the content changes tomorrow which means spam doesn’t stick.

Temporary communities mean that community by design doesn’t pay which is difficult for corporations and marketers alike but apparently good for community members as evidenced by Twitter’s meteoric global rise on the back of mobile phone technology.

Mobile Phones and Communities

Mobile phones present an interesting opportunity and threat to Social Media platforms and marketers alike as users won’t stand for hundreds of SEO results so we expect SEO to decrease in value as more people chose mobile phones as their interent and Social Media interface of choice.  Communities may also be smaller by necessity as it is difficult to view large amounts of content and follow many people on a mobile interface.

Communities and Innovation

Crowd sourcing and X-prizes have been a boon to marketers and have leveraged the global reach of the internet to create huge values for corporate sponsors and stimulated future investments in the hundreds of millions of dollars by comporations like GE, CISCO, Nokia and others. 

Community spaces created for innovation have been successful though they have not been communities by design.

Future Community Innovation

We are currently exploring the intersection of Resonance, Innovation and Communities and welcome inquiries from innovators who wish to explore the space.

Cheers,

Nick Trendov @SpeedSynch

Executives Will Never Understand Trust #IN Social Media

I took another look at one very interesting Twitter feed yesterday with our SpeedSynch Resonance Maps and noticed the posts about Nokia, Chevron and ExOfficio and an interesting pattern emerged. 

These companies treat Social Media as a pool of stories which is different than most executives who treat Social Media as a source of answers and questions.

SpeedSynch and Resonance is about stories.
SEO and search engine optimization is about questions and answers.

Trust goes to Social Media becasue of Story Resonance.
Trust leaves SEO because the answer is the same to any question–a sponsor’s product.

It is hard to explain this without images and when you are ready contact us to set up a Skype webinar which may answer the questions that you may have and stimulate others.

Cheers,

NIck Trendov www.speedsynch.com

Social Media, Prediction Marketing Rules #IN BrentDPayne’s Resonance Map

  • Global sourcing and Social Media marketing helps most people find most products, fast.
  • Opportunities to increase sales of almost any product, regardless of competition, depend on fast learning
  • The concept behind Prediction Marketing is simple, use forward facing indicators to determine where customers are going.

    We do this by understanding ‘resonance’ or what is on the mind or people or corporations or organizations based on Social Media conversations and content.

    BrentDPayne’s Twitter Resonance Map

    I don’t know Brent D. Payne but here is his Twitter Resonance Map created with our SpeedSynch internet marketing software.

    I found Brent D. Payne’s Twitter site after looking at Market Sentinal UK firm that offers brand perception analysis.

    Market Sentinal’s Twitter and Web Site Resonance Maps

    Look at three SpeedSynch Resonance elements on Market Sentinal’s Resonace Map above to see similarities and differences;

    1. Twitter Resonance
    2. Web Site Resonance
    3. Content Resonance

    Twitter Resonance Changes Fastest

    There are two significant advantage of ‘watching’ or ‘listening’ to Social Media conversations on Twitter

    1. Tweets reflect ‘top of mind’ virutally instantly
    2. Tweets are very difficult to spam or influence or shape by marketers

    Resonance and Prediction Marketing

    The link between Resonance or what is ‘top of mind’ and Prediction Marketing is significant and may be a stronger indicator of future buying demand than Search Engine analysis because Tweets often contain the context of the question or highlight the value required by people who search for information or products.  We look to Persona Behaviours to indicate future buying behaviours and we build Persona quickly with SpeedSynch Resonance Maps.

    Prediction Marketing and Persona Behaviours

    Marketers have a hard time resisting the temptation of taking past sales and marketing analysis to guess at future buying behaviours of their customers because it is easy, the numbers can be found quickly from point-of-sales systems, sales reports and colourful analytics dashboard views.  Everything is clearer after one or two weeks but there is a question that historical data won’t answer–what will we sell tomorrow.  To determine a reasonable answer to this critical question it is important to find out what is happening with our customers or rather their ‘common behaviours’ today.   We help our customers do this by looking at Persona Behaviours.

    Understanding how customer behaviours are changing allows us to tune our customer demand models and adjust our market offers to incent or dis-incent behaviours by adjusting our advertising, pricing and Social Media conversations in a synchronized fashion.  Understanding customer Persona Behaviours also helps us synchronize our content across media channels and align our media spend according to the Persoan Behaviour trends that we find in Social Media and our other market information sources.

    Aligning BrentDPayne and Market Sentinal Resonance

    If we wanted to get Brent D. Payne to the Market Sentinal site we would have to adjust content somewhere on the Market Sentinal web site so that it resonates to what he needs and looking at Twitter gives us an indicator of how this may be done.  Sending the Market Sentinal ‘product’ to Brent D. Payne requires that the content be ‘pushed’ out via advertising or SEO in a fashion and in a channel where he would see it or be made aware of it indirectly, perhaps by members of the communities that he frequents.

    Learning Amplifies Resonance

    Now if we assume that Brent D. Payne has managed to get to the Market Sentinal web site or Market Sentinal product information was delivered to him then we have a significant opportunity.  The ability to convert prospective customers to paying customers requires the use of learning.  Both Brent D. Payne and Market Sentinal must quickly learn about the other and find the fastest way to deliver value according to the questions or answers that are ‘top of mind’.

    Indeed unless learning happens quickly then the resources expended to get Brent D. Payne to a web site and the time that he invests there is practially useless.  Learning is what amplifies the success of Resonance and learning is often overlooked when creating ‘landing pages’ or content that is delivered to people when they are attracted to web or Social media sites.

    SpeedSynch Resonance Maps and Fast Learning

     Contact us to see how SpeedSynch Resonance Maps get People to Products, Products to People and facilitate Fast Learning.

    Cheers,

    Nick www.speedsynch.com

    Resonance Rules Trump Social Media Conversations @SpeedSynch #IN

    Most Social Media marketers tend to promote the idea that ‘shaping’ or influencing conversations leads to marketing success, though in our experience the link between ‘good conversations’ and marketing success is hopeful at best as you can see from your own experience.

    Talkers and Voyeurs

    Conversations are about talkers or posters in the Social Media community platform spaces where roughly twenty people ‘listen’ or lurk in the background for everyone that ‘talks’ or posts.  They rest of the people in a Social Media community listen or watch what is going on and may or may not find the conversation or other content in the place or space that they visit.

    Voyeurs and Success Measures

    Since late 2008 more people have started searching for things or information they need in Social Media communities rather than Search Engines and the trend to listening to ‘people rather than machines’ has accelerated since then with the cooperation of Marketers and Advertisers who have begun to shift most of their marketing budgets to Social Media platforms and away from Search Engines Pay-Per-Click or Organic SEO and traditional Media sources. 

    The shift of marketing budgets has also changed success measures as Social Media communities are not the same and range in value provided by software suppliers that include Facebook, LinkedIn, MySpace and Twitter among others.  Each platform provides slightly different value to members and advertisers alike, some facilitate commercial transactions, others social interactions, while others are better at getting people to the information or relationships that they need in order to choose what to buy when.

    Most of the new success measures focus on ‘talkers’ or people that interact with the Social Media platforms rather than the relationships of People, Content and Process or work.

    Success and Social Media Conversations

    Social Media, unlike corporate sites or blogs typically contains ‘advertising or marketing messages’ imbedded in content or conversations.  The implication is that ‘Social Media’ is not ‘corrupt’ and people provide their own opinions and perspectives about products.  However in practice it is easy to see where manufacturers, re-sellers or service providers ‘stuff’ blogs and Social Media spaces with ‘favourable opinions’.

    Opinion ‘stuffing’ is similar to and often related to Search Engine Optimization or SEO keyword stuffing where people or companies try to ‘control’ keywords typed into search engines and direct the folks who type those word combinations to their sites regardless of the suitability or affinity or resonance of the web site content and the person who is looking for something.  Social Media conversations are used as a ‘gentle way’ of accomplishing the same thing as ‘keyword stuffing’, conversations are started or amplified so that the conversation sponsor benefits by inflencing people in the Social Media space.

    Social Media Conversations and Twitter’s Resonance Innovation

    The idea that conversations are friendly and trump advertising is a romantic notion at best as any advertisers knows how to bend, shape and twist converstations to highlight their products and services.  Posing as a happy customers or ‘leading’ a conversation like a skilled courtroom barrister or lawyer is also not very honest though it happens quite often and many Social Media companies explicitly offer services that promise successful results using similar techniques.  Twitter on the other hand actually prevents this type of behaviour or promotion or marketing from being very effective since the number of lurkers or voyeurs outnumber the ‘conversationalists’ or bloggers by at least 10 to 1.

    With Twitter the ‘promotional’ content, unless it is a paid promotion, dies as there are not enough real customers repeating or re-Tweeting.

    Twitter Resonance and Amplification

    If Twitter doesn’t provide and advantage to marketers who hope to shape or influence conversations then what?  Consider the opportunity to ‘amplify’ what customers are telling you and indeed Twitter will only allow paid promotions of Tweets or posts that have been posted previously on company Twitter streams and not specially crafted posts or Tweets.

    Call us to see how our SpeedSynch Resonance Maps measure what is important to your customers and help you amplify what they need.

    Cheers,

    Nick www.speedsynch.com

    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

    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

    3 Ways to Profit from Twitter Resonance Earlybird Offers

    Here are 3 ways to profit from Twitter Resonance and Earlybird Offers.

    • Competitive Analysis — understand how competitors change their market offers relative to your current market offers.
    • Customer Resonance — examine Earlybird Offers to determine which customer behaviours or ‘Resonance‘ is targeted.
    • Capacity Analysis — explore the impact of Earlybird Offers on the capacity analysis or your ability to deliver similar offers.

    Profit and Resonance

    The concept of resonance is simple, people and products ‘vibrate’ according to how their value, needs and how they define answers and problems.  In order to increase sales and profits marketers must ensure that products may be found and that customers understand their value.  The closer the resonance match between products and customers the higher the sales and profits.

    Resonance and Competitive Analysis

    Viewing Earlybird Offers on Twitter is a fast, simple and effective way to understand in realtime any new or changing offers delivered by competitors and provides a quick way to help adjust your product offers as needed.

    Competitive Analysis and Customer Resonance 

    Competitor offers are only important if they affect your customers and if their offers don’t ‘resonate’ with your customers then they are effectively harmless.  Our clients benefit from Resonance Maps created by our SpeedSynch Internet marketing software which helps them align their product values to the values needed by their customers.

    Customer Resonance and Capacity Analysis

    Large North America mobile (wireless) services providers have a problem as their infrastructure takes a long time to plan, provision and recover investments needed to support constantly changing customer and market demands.  We are working with the infrastructure models of wireless providers to align their new product offers to the delployment schdules of the expensive infrastructure they require for their business–cell towers, backup equipment, server farms for operations and content stores, billing application ehancements, etc…

    Understanding changes in customer behaviours or Customer Resonance helps us go back into the wireless customer demand models and adapt them according to trending behaviours and take the adjust models back out to the market to incent or dis-incent behaviours.  This helps our wireless clients ‘tune’ changing customer demand to their longer term asset acquisitions and project deployments.  Ignoring changes in Customer Resonance may cause new infrastructure to become obsolete before it is delivered.

    Capacity analysis helps wireless services providers tune their assets and adjust purchases or deployments in a coordinated fashion with their market planning and advertising spend.  It is easier when everyone knows which way to row the boat and when.

    Contact us to see how SpeedSynch Resonance Maps can help you with your customers or align your infrastructure projects.

    Cheers,

    Nick Trendov www.speedsynch.com @speedsynch

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