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

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

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

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

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

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

Cheers,
Nick @SpeedSynch

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Mobile APPS and Twitter based TransMedia Marketing

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

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

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

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

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

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

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

Cheers,
Nick @SpeedSynch

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.

Cheers,
Nick

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Twitter’s Resonance Rules Content, Trust and Relationship Value #IN

Success appears to grace fast learners able to assess their current state of affairs to determine how to focus resources, skills, time and attention to opportunities that Resonate to their brands and products. 

From a commercial perspective market and business success may depend on how quickly your customers learn and innovate and if you can help your customers do both faster, then you will also succeed.

Fast learning requires content to be delivered to people so that they understand how products help them work faster or get more value from their current effort.

Content and Success

Twitter is one of the few successful Social Media platforms where content, trust and relationships can be manged by community members very simply by following and Re-Tweeting.  The ability to access content is important to success and even more value may be created by finding the right content to speed up learning.

We help our clients learn fast by starting with 3 topics–

  • Customer Resonance — examine customer perspectives
  • Competitive Analysis — monitor how competitors change market offers
  • Capacity Analysis – assess how customer change impacts our capacity

Success, Social Media 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.  This is why the concept of risk reduction is important in the business world where a business may not survive if it goes one way and its customers go another.

Branding and advertising help reduce the business exposure to risk though both are one way models that sends stories to customers across media channels used and trusted less every day.

The loss of trust in traditional media sponsored by corporations or product sellers is evident in the rise of Social Media communities and comes at the expense of older media channels, corporate web sites and Search Engines that serve them.  Constant changes in the needs of people, commoditization of products and seemingly unlimited content available create a demand for faster learning and an imperative for business to adjust quickly to changing customer need.

Providing reliable content to customers so that they can quickly assess value of a new product or new way of working is one critical success factor that most business ignores.  This is how we help our clients help their customers;

·         Map the ‘Resonance’ of people, products and content across markets.

·         Shape stories from suppliers or competitors so customers learn faster.

·         Deliver stories across spaces and places used by customers.

Contact us to see how SpeedSynch Resonance Maps can help you understand how customer change impacts your business operations or investments in innovation, learning or infrastructure.

Cheers,

Nick Trendov www.speedsynch.com @speedsynch

Internet Marketing and Twitter Resonance

Profit, Twitter Resonance and Internet Marketing

 

Internet marketing has shifted subtly from an SEO story dominated by the Google, Yahoo, Bing search engine advertising models to Twitter’s Resonance focused advertising model largely due to the way people on the internet change the way they define the questions that describe what they need and the answers they believe fit their questions.

 

Internet Marketing, Content and Products

 

Getting the right products to the right people is among the biggest challenges faced by internet marketers and this challenge is effectively addressed by content, but only if the content used is aligned to the questions or answers of people searching for solutions.  It has only been about seven years that Google’s SEO advertising model allowed marketers to help searchers find content related to their questions or find the answers that they believe are valuable, and this was done with PPC or pay-per-click services and ORGANIC or ‘free’ content postings.

 

Content, Products and Social Media

 

While Google was able to innovate and take the search engine market away from Yahoo who had developed it in the mid 1990’s as a ‘directory’, it was Twitter that rode the Social Media wave and, almost by accident, stepped into an advertising model that avoided the ‘dark side’ of SEO marketing–spam.  As soon as Google started taking away market share from Yahoo entrepreneurs deconstructed their success and started to build up digital media corporations, essentially content creation engines, to feed Google and profit by directing ‘eyeballs’ to Google advertisers or actually sell products like Amazon.  Amazon started as a ‘book seller’ and ended up as a SEO powerhouse that is often in the top Google SERP or search engine results page rankings.

 

Smaller entrepreneurs saw how Amazon and other digital publishers stepped between manufacturers and buyers or Google and Media Advertisers and started blogging to do the same.  Soon Social Media platforms and other blogs we ‘full’ of content whose sole purpose was to direct searchers to small entrepreneurs who profited handsomely and if you Google any product or brand will see them on the first page of Google, Yahoo or BING.

 

By late 2008 or early 2009 over half of searches started in Social Media and advertisers started noticing Twitter.

 

Twitter Resonance ‘Kills Spam Dead’

Twitter users ‘Tweet’ 140 character messages and more often than not ‘Tweets’ point to related content usually in a Social Media blog by using a Tiny URL or similar link.  The main difference from the point of view of searchers or rather former search engine users is that it is possible to ‘follow’ people that you know or sources you ‘trust’ to find information that you need or want to know.  Combine this with the fact that fewer than 20% of searchers believe the stories on corporate web sites and you have a hot channel for marketers that want to deliver their messages in a trusted media channel.

Spam is the another issue creating difficulty for the search engine advertising models as small SEO entrpreneurs exploited the trusted status of blogs to place content far and wide across the internet to point searchers to their sites which then offered Google ads or an Amazon ‘buy’ button.  Google countered early in 2010 by purchasing Metaweb for their Semantic algorithms and appears to be working on reducing the ‘hits’ offered to searchers and must ‘weed out’ the SEO spam. 

Twitter doesn’t need to worry about spam as when a ‘Tweet’ or microblog is no longer important to searchers is ‘dies’ or goes silent and it is easy to see which communities ‘spam’ as they constantly shift from one type of content or topic to another.  Spam dies with Twitter’s model and appears to thrive with search engine advertising models.

Search Engine Marketing Increases Your Marketing Risk

Even if Spam was eliminated today old content that is highly ranked would introduce a high level of risk to marketers by delivering information that is out of date to searchers, whether they are customers or not.

Imagine spending millions of dollars on research and development and manufacturing a new product only to take it to market and have old specifications show up first on search engine results because the pages are frequently used by existing customers.  Not good.

Eliminate Marketing Risk with Content Alignment

Using Social Media generally and Twitter particularly helps marketers deliver the right content to the right customers so they get what they need whether it is new content to new customers or old customers that wish to upgrade or old content to old customers that need tips and tricks on how to get more value from their products.

We use content alignment to create new value with Speedsynch.

 

 

Cheers,

Nick Trendov www.speedsynch.com @resonantview

Mobile, Marketing and TransMedia Rules — #IN

The wild success of Twitter has re-ignited the imagination of mobile marketers who are now looking to TransMedia story delivery having been burnt by the over-promise and poor ROI of mobile advertising linked to ‘Apps’ from Apple or mobile games promising engagement or under used Google search windows.

What is TransMedia?

TransMedia is a new label for a very old art, storytelling, and is important to advertisers and the corporations that they serve alike because it is a simple, effective and imaginative means to create and deliver two unique values within content;

  • Wayfinding or Navigation — think directions or signs, gets people to products or content
  • Accelerated Learning — helps learners understand how products or content fits into their world

TransMedia describes the art of taking a story apart and delivering it to physical spaces and digital places where people gather. The story ‘de-construction’ is a necessary and important piece of helping people engage with stories and a successful though very old learning technique used by many cultures.  If you are a marketer it is better to deliver your story elements in an engaging way where people you serve gather rather that forcing people to go to an unfamiliar place or space to learn new content or about a new product.

TransMedia Marketing is HOT

Search on “transmedia” and you will see almost half a million ‘hits’ which for an advertising topic is very active, especially since it is unknown to the general public.  To understand TransMedia we must consider the stories that it delivers and the two values noted above; Wayfinding or Navigation and Accelerated Learning.

Storytellers and mentors alike teach with stories and use proven learning techniques to stimulate learner engagement and these approaches lend themselves to helping people learn about new ways to doing things or how to use new products or tools.  Traditionally this type of learning has been done face to face or in small groups though smart mobile phones, ebooks and laptops combined with social media platforms offer a unique platform to deliver TransMedia marketing content, and marketers are doing that actively.  It is important to note that there is a method to how and why story components are delivered and the use of Resonance, the core of Twitter’s advertising model, is a simple and effective guideline to effective TransMedia story delivery, and if you are careful in understanding your customer perspectives and behaviours you will success with the budget you have allocated.

Ask your advertising agency about TransMedia and they will provide you a plan.  This is a sure sign that TransMedia is hot.

TransMedia Trumps SEO

What is SEO?  SEO is a search concept based on content that spread across the internet which determines the web pages offered to searchers after they enter questions in the form of words into a search engine window.  But is this effective?

Consider that once searchers ‘find’ an answer or rather are directed to an answer according to search engine algorithms, they must understand where they are and ‘integrate’ the answer into their processes, thoughts and lives–no easy task, and why Social Media sites now are the starting place for over half of all searches.  It appears that most searchers believe it is easier to go to spaces where you trust other people rather than depending on a machine, and marketers have noticed and responded by shifting their marketing budgest to Social Media sites and Twitter who offers even more opportunity with their Resonance advertising model.

Unlike SEO which takes searchers to ‘strange spaces’ where they have to orient themselves and determine whether they can trust the information source, TransMedia can deliver to spaces trusted by searchers an in a way where the engagement with part of the story creates trust and leads to another part of the story, either in the same or different space or directs people to a physical place like a movie theatre, book store or television show.  TransMedia is friendlier, more engaging and delivers the trust in a way that is more natural than SEO.  Marketers are excited about TransMedia because they control their message in a way that is impossible with SEO.  TransMedia is ‘hot’ because marketers and their customers regain messaging control, flexibility and avoid SEO risk.

How to Deliver TransMedia Value

TransMedia is an evolving art but there are many common themes, one of which is spreading the story or message across multiple platforms so that the media interaction if comfortable for those who find the story.  But how do we know where to go with our story?

Resonance

TransMedia stories may be effectively and quickly delivered by understanding the story elements and media platforms that ‘resonate’ with your customers.  Resonance is found in content, products, places, spaces, people and the challenge to marketers is aligning resonance so that people get the content they need in a place where they are comfortable and this is done simply and quickly by crafting custromer perspectives or personae.

TransMedia Rules

TransMedia is an old art and part of a larger process that helped people learn and represents an important value for marketers and the organizations that they serve.  Nothing new happens without learning, whether it starts with the creation of an idea or the related innovation and learning that manifests that idea to a product which is then taken to market with new processes and metrics.

Here are some of the rules that help us understand how to deploy stories in a TransMedia format;

  1. Understand the ‘resonance’ of people, products and the content important to learning.
  2. De-construct product and brand stories so that they can be delivered in multiple places and spaces.
  3. Shape stories of your suppliers or competitors to add value to your stories or teach you customers faster.
  4. Deliver storie components in spaces and places where customers are comfortable.
  5. Deliver stories when customers can engage with them and learn quicker.

Join us @SpeedSynch or @ResonantView to see examples of SpeedSynch Resonance Maps for TransMedia marketing.

Cheers,

Nick www.speedsynch.com

Social Media, Twitter and a Japanese Wave

Social Media software platforms appear to have won the ‘trust’ war causing great distress to advertisers who had finally adjusted their business models to the new commercial reality of search engines.

The demise of SEO and rise of Twitter presents a new opportunity to forward thinking marketers and advertisers who are quickly shifting budgest away from the spam laden blogs though soon the social media platforms will have to wrestle with their own spam as the SEO crews move into the spaces in a desperate attempt to retain their high search engine page results rank.

Twitter and Trust

Twitter is immune to spam as content that is not relevent is not re-peated or re-Tweeted.  For the old school SEO types who try to cheat the Twitter business model if is obviously clear which communities spam even if the users create fictional names.

Trust and Relationships

SEO crews who depend on spam to create value or destroy brand value appear to have carte blanche in the blogs and can’t seem to make anything work in Twitter because any of their posts a ‘lonesome’ there is no connection or relationship between the spammers and real people or real content.  While relationships can be faked in the blogs the simple and temporary nature of Twitter makes spam very awkward.

Relationships and a Japanese Wave

Trust depends on relationships and relationships can be observed and assessed.  Consider this Japanese wave and how the small relationships in each of the waves relects the large relationships of the huge wave, the land and the mountain.  http://tinyurl.com/speedsynch-wave

Relationships, Trust and Speedsynch

While it is possible to fake anything relationships are difficult to fake because there are multiple perspectives where this may be found out.  See how SpeedSynch.com internet marketing software can help you align customers to products with content relationships and avoid the pain and drain of SEO spam.

Cheers,

Nick @speedsynch

Twitter Resonance and Trust

If you still depend on search engine optimization or SEO and rely on Google Analytics to help you spend your advertising budget you need to explore ‘resonance’ and why Twitter uses it as their new Advertising business model.

To see the link between ‘resonance’ and marketing, go to http://tinyurl.com/speedsynch-resonance

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 Content

The relationship of resonance and content is a fundamental element of any marketing campaign because if the content or messages delivered don’t reflect customer need the sales don’t happen.

Content and SEO

Search engine optimization or SEO is a practice that employs tools and techniques to increase the visibility of marketing content to customers.  The core methodology of SEO is the creation of backlinks which are used to boost the page rank of the content where backlinks are directed.  Backlinks were initially created by web site administrators or web masters but currently are created by bloggers which creates a significant problem as backlink creation has become the new form of spam.

Content is king but backlinks tend to be spam and this has eroded the value of SEO for marketers and the corporations that employ them.

SEO and Google

With the perceived corruption of backlinks by bloggers and the consequential impact to SEO, Twitter was able to step into the gap with a software platform that is essentially a marketplace where people ‘vote’ for content by re-peating or re-Tweeting.  When Twitter content is no longer relevent it ‘dies’ and disappears unlike blog spam that is ‘forever’.

Good Content Gone Bad

Even if blogs were purged of ‘spam’ today the content there still goes ‘bad’ as it doesn’t change to reflect current reality of brands, solutions, products or the needs of searchers.  It is the use of blog content that is fundamentally flawed but if blog content was dropped tomorrow nobody would use Google or the other search engines.

Social Media and Trust

Social Media software platforms have seen unprecedented growth in the past three years because of ‘trust’. People trust people to help them refine questions and find the answers they need.  

Twitter and Tweets appear to have a very high trust factor.  Can SEO be trusted? 

Who do you trust, someone you know or search engine software algorithms influenced by advertising revenues?

Cheers,
Nick
nick@scenario2.com

Twitter Resonance and Proximity Branding Rules

Twitter’s new and innovative Resonance based Internet Advertising model will impact your business significantly if you promote your brand, solutions or products.
 
Twitter and Resonance
The concept of resonance is simple, everything is made up of sub-atomic building blocks that vibrate at a natural frequency and things, ideas or people that vibrate on a similar frequency are attracted to each other.  This tendency is significant for marketers as is provides a simple and natural way to find customers and understand how to adjust the value of brands, solutions and products.  This is what we call Proximity Branding at Scenario2 and why we build our SpeedSynch internet marketing software.
 
Proximity Branding and Content
Attracting customers to products or delivering products to customers is an age old challenge and very difficult in an age of globalization and commoditized markets.  Often this problem is described superficially as too many products and too few customers though in our work with customers internationally and across multiple industries, disciplines and markets we have found that resonance or rather lack of resonance is the problem that marketers face when going to market.
 
Content created to describe the value and use of brands, solutions and products is created and delivered from the perspective of manufacturers, distributors, advertising and promotion service providers mainly and lacks customer perspectives.
 
Content and Change
Customer perspectives of the problems that they face and the solutions available to them change daily and so much so that the way a single problem and related solution is described and entered into a search engine changes as much as 35% every month.  In other words in two or three months a searcher facing the same problem will have described their perception totally differently.
 
Change and SEO
The drastic change in perceiving problems or the solutions required to adress them has had a significant impact on search engine optimization or SEO.  Since late 2008 or early 2009 most searches have started in Social Media software platforms rather than search engines.  The rise of LinkedIN, Twitter, Facebook and other Social Media software platforms has led marketers to shift advertising focus and funding and for good reason.  Blogs have become the next generation of ‘spam’ and you can confirm this for yourself by typing virtually any brand or product name into Google, BING or Yahoo to see which results are offered in the first two pages.  More often than not the links and the sites behind them add little to no value to searchers.  The days of SEO are done and shrewd markters have move on to Social Media.
 
SEO and Twitter
SEO is fixed by the virtue of relying on content that is date, old and typically not synchronized with the way searcher assess their problems or look for answers.  Twitter on the other hand depends on groups of people to post, repeat and promote content that is important immediately.  If Twitter content is not relevent it is not ‘re-Tweeted’ or repeated and dies.  Twitter is the pulse and provides a software platform that helps content resonate with searchers.
 
Twitter and Marketing
Marketers must adjust their messaging quickly according to changing needs of searchers and the concept of resonance helps them understand how this may be done quickly and effectively.
 
Marketing and SpeedSynch
SpeedSynch internet marketing software employs content to engage customers and communities to accelerate new product introductions and business model innovation.  Corporate, Marketing Media, Web or Social Media content is organized and summarized to deliver value in order to serve communities, focus on opportunities and virtually eliminate project risk.

Explore our internet marketing techniques, better SEO reports and their application to competitive analysis, capacity analysis and content optimization.

 

Cheers,

Nick Trendov www.speedsynch.com

Twitter Resonance, Profit and Sustainability

Shun SEO for Sustainable Profits!

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

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

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

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

Resonance Rules Value

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

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

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

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

Semantic Meaning and Resonance

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

Does your content Resonate?

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

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

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

Content and Products

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

Describe vs Prescribe

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

People and SEO Marketing

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

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

SEO Marketing and Content

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

Google Fights Back

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

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

Changing Relevency and Customer Behaviours

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

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

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

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

EPISODE ONE:  Blogs and Twitter Alerts

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

SEO REPORTS

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

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

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

Semantic SEO Report of SpeedSynch Twitter Feed 2010.08.08

Twitter Feed Semantic SEO Report of SpeedSynch

Why Twitter?

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

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

Cheers,

Nick www.speedsynch.com

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