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. 


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.



Nick Trendov @SpeedSynch  nick@scenario2.com

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

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

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

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

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

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

Nick @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.


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.


    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.


    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.


    Nick @SpeedSynch

    Mobile APPS and Twitter based TransMedia Marketing

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

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

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

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

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

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

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

    Nick @SpeedSynch

    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.

    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 and TransMedia

    The intersection of Old Media and Web2.0 has created a New Media, that’s for sure, but what else is happening?  One growing and effective use of Web 2.0 is the delivery of content or stories via TransMedia which provides the ability to engage people by taking story content 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 delivers an engaging story and Resonance is about understanding the relationships that create market value.

    None other than 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 move Expendables to a summer debut past Inception and Salt.

    The SpeedSynch Resonance Map below shows how we mapped the content Resonance created by Sylvester Stallone.

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

    1. Check Google volume on Twitter

    2. Went to Twitter to find one of the buzz wave 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 relationship maps for SEO competitive analysis

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

    7. Deep dive with premium SpeedSynch features to show detailed SEO competitive analysis

    8. Compare DiCaprio’s INCEPTION with Stallone’s EXPENDABLES keyword themes. 


    Resonance Marketing Rules 

    In watching Stallone go to work on his competitors in a TransMedia 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 requires work but is a simple process.

    •  Craft marketing stories to appeal to multiple customer perspectives or Persona behaviours in multiple languages, cultures and markets.
    • Focus on relationships between People, Process (work) and Content.
    • Facilitate and accelerate learning to boost engagement and sales.

    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 the people behind the Persona masks regardless of the market segment to which they have been assigned.

    Resonance maps help us predict future Persona behaviours for Prediction Marketing.

    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 researchers start with past behaviours and adjust for anticipated changes in the future and create an estimate or guess of what might happen.  This is 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, Product Sales and Profit

    We have employed behavioural models to remove risk from the business of product innovation, manufacturing and sales.  Our models are based on mapping customer behaviours and employ the concept of Resonance by assessing the content important to people in deciding upon, buying and learning how to extract value from what they buy.

    We create our customer models with Resonance maps we call Persona Masks.

    A Persona mask is ‘crafted’ by associating stories and numbers common to the different customer perspectives to infer their future behaviours.  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 though stories are behind all those 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 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 continue to be aligned to Personae or the business gets out of harmony with customers and suppliers.  The lack of harmony is a dis-ease which results in something ‘breaking’.

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

    More about the link between numbers and stories may be found at http://personati.wordpress.com or SpeedSynch.com


    Nick @SpeedSynch

    Social Media Strategy and Change

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

    Flexible Social Media Strategy 

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

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

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

    Content and Learning

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

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

    Social Media and the Social Graph

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

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

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

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

    Social Media Behaviours and Infrastructure Investments

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

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

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

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

    Baby steps first.

    Hope this helps.



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