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.”

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

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

How Google Instant Shapes Your Brand

Google’s Instant looks like a simple change to help users though you should be aware of how it moulds your brand visibility and the how it nudges searchers during their search interactions. 

What is Google Instant?

Google Instant offers ‘suggestions’ as searchers type words into the Google search box and though this approach is not new Google has contrived a new way to offer search word suggestions that can shape your brand message by offering searchers keywords as they type.  If you are a brand owner this  problematic and the keywords suggested are ones that you didn’t purchase or negatively impact your brand and potentially determine whether searchers even find your brand.  We have tested a number of cases and found the simple story that includes Nescafe, Starbucks, Amazon and Google’s Instant to illustrate the peril of Google Instant to your brand value and the structrual flaw with SEO–you let Google shape your brand, and it may not be to your benefit.

On the plus side it ‘saves time’ for searchers as now they don’t have to read the search engine results pages or SERP to find what they seek.  For brand owners however it may appear that Google’s Instant is another way to extract advertising revenues as the ‘big brands’ magically appear even if their products are new or not well known. 

Bad new for SEO however as the concept of page ranking disappears as brand owners will now focus on ranking with instant suggestions rather than on a page.  While there is no public ‘rate card’ yet but bloggers out there see this opportunity and if Google doesn’t do it then another search engine will or better still a Social Media site! 

Google Instant Shapes Brand Visibility

Imagine if you had a very valuable consumer products brand, let’s say coffee and one of your most profitable and well respected products is instant coffee.  Now imagine waking up one morning and receiving a call from your marketing manager saying that your site traffic was down, your internet marketing responses just tanked and your SEO reports and internet marketing software appear to show that Google Instant may be the problem!   Could this happen to you? 

How Googles Instant Trumps Instant Coffee

Google Instant is new, a couple of days old when this blog post was written so not many of the billions of internet users have heard of it and fewer understand its implications, but one thing appears clear, Google Instant trumps Nescafe Instant Coffee in a search–imagine that!

Note is the suggestions offered as I type ‘instant’ into the search box and how it differs from a typical search process where you see a search engine results page or SERP after you type ‘instant’ and submit the word to Google. 

Resonance maps by SpeedSynch.com counter Google Instant Brand Shaping

Google Instant Trumps Brand Visibility and Messaging.

 This is what a ‘regular’ search looks like and the visibility of Nescafe is ok.  Amazon ranks higher as their business model is really SEO not books as most people think and affiliate marketers contribute a huge chunk of Amazon revenues by standing between Nescafe and their customers. 

You may re-consider both SEO and Google Instant after seeing them both up close and this is way since early 2009 over half of searches begine in Social Media sites and why IBM is nudging their channel partners into the Social Media spaces–profit. 

SpeedSynch determines Resonance to counter Google Instant

Google Instant Trumps Brand Visibility and Messaging

Resonance is the core of Twitter’s advertising model and avoids the dark side of SEO, spam and making people believe that they should surrender their brands to SEO and those that shape it.We can help you with SEO too if that’s what you need, call us to learn more about the rising impact of Social Media on internet marketing and how Resonance as a better, cooler, faster and more effective alternative to Google Instant and the erroding value of SEO.

Cheers, 

Nick 

http://isemanticblog.wordpress.com @speedsynch

Google Desperate to Rescue SEO?

Is ‘Instant’ aka Twitter Killing SEO and Can Google Rescue it?

Google’s Matt Cutts felt compelled to Tweet the following —

“Everyone asking if Instant will kill SEO? Watch this video: … Hear me praise SEO and why it will persist.”

Well this looks like a little contrived after all how reliable would the information be from person at Google how is responsible for controlling spam tout why SEO will live. 

 ‘Google’ any brand you know to see if they are even close to Google’s #1 rank.  Is the brand #1 or near the top or on the first page?

Do you pay for SEO when free content posted far and wide across the internet is a more reliable way to take to you #1 on Google?  Wouldn’t most people consdier the duplication of content that lifts these sites above legitimate manufacturers spam?

If this is true then it seems to me that profits related to SEO are closely linked to behaviour that most reasonable people might consider to be ‘spam’ or at the least resembling ‘spam’ or ‘spam-like’

How odd–the anti-spam guy may be promoting an advertising business model that seems to reward ‘spam-like’ behaviour.

What is your view on this subject?

Cheers,

Nick @resonantview @speedsynch

RESOURCES:

“Google” (include quotes)  “Any words used in similar spaces share meaning.” and “Twitter Resonance SpeedSynch” to see where SEO may be going–Resonance or Instant Marketing and Semantic SEO Reports based on Keyword themes based on meaning not words.

Resonance Inspires Content

Resonance is an important factor in internet marketing and inspires and drives Twitter’s advertising business model.

What is Resonance?

Resonance is a similar focus or purpose or interest and often it can be measured easily by understanding the stories active or top of mind for people or content.  On simple way to determine an affinity of resonance in people, objects, places, spaces, events or time is to assess the similarity and differences in perspectives or stories. 

While this is evident when looking at resonance between two people, except for the case of different perspectives which we will address later, how does this work when you compare perspectives of people and objects? 

Products Resonate

 One simple way to understand how people can resonate with objects is to define the object a product being offered for sale.  Products are concieved as an idea, designed, manufactured and taken to product and in most importantly, wrapped in stories to convey learning about the value of the product to future customers, how to deliver or repair the product and how the product should be made in order to deliver value to its buyer and profit to its seller and manufacturer.  Products resonate according to the stories in which they are wrapped as they proceed and mature from an idea to delivering value to a buyer.

Content is Shaped by Resonance

Once we know the perspectives or stories important in relationships then we can employ content to increase or decrease resonance.  Yes, it is true, sometimes you want to push things apart as in slowing down demand for a product that we won`t be able to deliver until next month or next quarter or perhaps is not as profitable or where we have a temporary quality issue.

Content has both Wayfinding and Product Values

Content has two unique values and is more than a story or image or brand as it may be used to convey learning, it may be used to help people find things and also be created as a product as is the case with publishers or a wayfinding tool as is the case with search engines or street maps.  The form that content takes depends on its use and its use depends on where content is valuable.

When content is used as a wayfinding or navigation tool, such as in search engine optimization or SEO, content is usually crafted to attract the attention of search engine spiders to specific website pages or other content which has product value.  The wayfinding content must resonate with both search engine spiders and searchers or people find it and use it to visually navigate to the space where they find answers to their questions or to help them refine their questions according to new perspectives encountered.

Resonance Inspires Content

It is the wayfinding value of content that must resonate with people and while wayfinding content is valued highly, look at Google’s stock value, it must also be changed constantly as searchers use different words and perspectives to describe similar problems on a regular basis.  Indeed the way searchers describe virtually identical perspectives changes about 30% per month so that in less than three months any product description must be modified according to ‘old school’ search engine optimization methods.  Ask yourself how you describe something you need today and observe how this changes constantly and while 30% may seem high it is still significant even if the number was 10% or less and this is one of the reasons why Google, Yahoo and BING are moving quickly to semantic SEO where different descriptions of a problem will yield similar or different search engine results depending on the user context or perspective. 

Content must change to accomodate changing customer perspectives, questions, problems or objectives as needs and markets never stand still, they always change.  This is one aspect of resonance and the way we describe out products and where we deliver content to attract searchers or customers to our products or content is the other aspect of resonance inspired content.

You can see how we measure resonance by looking at examples of our SpeedSynch internet marketing software @resonantview

Cheers,

Nick Trendov

www.speedsynch.com

Names Rule and Trump Brands in Social Media Internet Marketing

Social Media lets ordinary people create value by sharing their perspectives by posting blog content or Tweeting in their community spaces and places.

Perspectives and Names

The simple act of blogging shares perspectives among people and in the rich perspective we may see how many different names describe the ‘same thing’ or how one name may be used to describe many ‘different things’.   Indeed resonance inspires content and Social Media helps us create value with perspectives.

Command and Control Precision

From a seller’s perspective precision is next to godliness and this becomes evident as CEO’s strive to achieve ‘market visibility’ when they make their pronouncements of future sales numbers to stock market investors and likewise they demand precision in the budgets that are presented to the board for approval.  All risk is factored by sophisticated formulas and net present values in order to achieve their corporate objectives so that all employees survive and thrive.  Oddly enough things never quite go the way that CEO’s determine is best for them and the corporate trust that is in their charge and when I read about a corporations ‘meeting their numbers’ I wonder how the numbers were ‘shaped’ to achieve this stunning feat. 

Oddly enough corporations put on the appearand of precision in order to convey a sense of control in a world that changes in unexpected ways by the second.  Remember that the military term ‘command and control’ is applied frequently to corporate operations.

Precise Brands vs Names Perspectives

As a storyteller I believe naming is better, cooler and faster than branding for these reasons;

1.  Brand take seller perspectives and are ‘fixed’
2.  Names may take temporary customer perspectives

While there are as many different ways to name something as leaves of grass, consider how these two ways to name might help.  

1.  iinternetmarketingsoftware.com

This name applies a standard search engine optimization perspective and is based on the way that search engine spiders read names

2.  Google (include quotes) “Any words used in similar spaces share meaning.”

This second namiong approach is technically not a name but rather uses semantic meaning to link any searcher that ‘googles’ “Any words used in similar spaces share meaning.” to multiple links within a search engine results page or SERP.  Each link representa a different story perspective or name that might appeal to different searchers–all of the stories may lead to a brand or single name or multiple names.  Note that in this second case we don’t have to know which story or name appeals to searchers, they tell us by ‘declaring’ or selecting what is important to them at the time they see their options.

Names Rule and Trump Brands

Names rule in Social Media Internet Marketing because they reflect multiple perspectives which can be selected according to the needs of searchers rather than commanded and controlled by corporations or sellers regardless of value to buyers.

The ability of almost any blogger to influence SEO page rank simply removes the perception of control for corporations who depend on SEO to minimze their marketing risk. 

Naming is the New Branding

You will be forced to assess the impact of Social Media on your branding and marketing investments and sooner would be better than later, in our experience. 

Cheers,
Nick
http://www.speedsynch.com @resonantview

Naming is the New Branding

Social Media software platforms like WordPress, LinkedIn, Facebook and other provide a space for ordinary people to create their own content and compete with marketers and advertisers who are served by search engine corporations.  Today if you post enough blog content you can influence which links are presented to searchers by search engines.

Quantity Trumps Quality

Content quantity now rules quality and the value created by advertisers is temporary as it may be disrupted at any time by Social Media bloggers who create a ‘stronger path’ to links unreleated to the products or their brand owners regardless of how much money they spent to create those relationships.  If the idea that quantity of advertising or promotion trumps quality leaves a bad taste in your mouth then consider the poor advertising agencies who in the past four or five years have been swamped by Public Relations firms or advertisers that shout the same message many times–not exactly a quality focus though some ads are good.

Advertising and promotion on the internet is no longer even remotely additive which implies that the revenue and advertising models that up to late 2008 favoured search engine optimization or SEO have eroded quickly and there are opportunities in finding their replacements.

Go with Strength

If since late 2008 or early 2009 over half of all internet searches started in Social Media platforms and posting enough blog content will impact positively on your search engine results ranking or negatively impact your competitors then why do corporations still believe in the concept of search engine optimization?  May advertisers will go with strength and re-focus marketing investments to divert advertising programs and events from a SEO orientation to focus squarely on Social Media.

THE RISE OF NAMING

May marketers intuitively undersand the rise of social media though they continue to stick with applying the concept of branding to a platform that naturally embraces NAMING.  What is naming?

We view naming as something beyond the selection of a name as different people may apply more than one name to the same thing as they view it from at least two different perspectives.  HOT to one person is POPULAR to another and SICK to someone else–note that here SICK may actually mean someone is ILL or mean that something is emphatically GREAT in regional slang.

Names Rule and Trump Brands in Social Media Internet Marketing

You too can understand which names are important in your communities and to your customers by looking at their stories and how their stories RESONATE to attract people to content which in turn directs them to products or provides answers to questions important to searchers or customers.

Identify Names and Searcher Perspectives

Our objective is simple when using names–we idenfity which names and their associated story perspectives which make them valuable to people.  Here are the simple and proven steps that we use:

  1. Look for names or stories in content important to customers, ideally names that reflect current needs or objectives
  2. Analyze our products and brand to determine the ‘names’ or keyword themes that correspond to step 1 above
  3. Tune our content and Social Media or SEO or Media advertising to link important customer names to our products

Content and Customer Resonance

It is imporatant to note that content in Twitter, Social Media blogs and corporate web sites all change or resonante differently and when looking at the competitive analysis exemplar below we may direct some customers to Twitter, others to our Social Media blogs and others to our corporate site.  The determination of where we direct our customers depends on there interaction preferences and the closeness of NAMES in the three locations so that we align closely and carefully to customer names used.

Let’s start by understanding how our content resonates.  We determine how ‘people’ resonate with the same approach by looking at the content they post and the names they use to describe their questions or problems and answers or solutions they seek.

Social Media and Competitive Analysis  

Social media sites by their nature must change quickly to accomodate and serve their customers.  Web sites on the other had change very slowly in comparison.  They are tightly controlled effective, efficient and usually have a higher quality standard than social media sites, which is why since early 2009 content creation, searches and business models have moved towards social media.

Competitive Analysis and Internet Marketing

Internet marketing is not possible without competitive analysis as customers have too many options available.  They find content virtually anywhere and can buy from just as many suppliers.  Indeed if you Google any product or service the manufacturer or licensed reseller is often not on the first SERP or search engine results page.

Competitive analysis is the art of finding where you are compared to your competitors on Google and measuring the distance of your story from your current or future customers on LinkedIN, Twitter or WordPress.  SpeedSynch Semantic SEO report maps like the one below lets you easily compare the semantic signature of products, content and customers to determine if your story is close to your customer needs and when the distance changes.

SpeedSynch Twitter Feed Signals New Product Focus

* Double click on map and click again or use the zoom feature on your browser to view the two Resonance maps below…

Resonance map of SpeedSynch.com’s Twitter Stream

Note different themes on the Twitter feed of SpeedSynch.com and the Resonance map of SpeedSynch.com below.
SpeedSynch.com Semantic SEO report map by SpeedSynch internet marketing software for semantic backlink and link quality to boost SERP rank

SpeedSynch.com Resonance Map

We clearly see the SpeedSynch Twitter shift by looking at the semantic differences  to the web site Resonance map above.  

Names Rule and Trump Brands in Social Media Internet Marketing

While this may seem like a controversial statement, in my experience names rule and trump brands in Social Media internet marketing and the sooner you assess if this is true for your company or brand the bigger advantage you will have to create new and unique value for your customers.

Cheers,

Nick Trendov

www.speedsynch.com @resonantview

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