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.”

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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

Links:

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

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 an accurate description of current practices.

Old School

The old school marketers use search engine optimization or SEO to create micro blog sites, landing pages and offers around products and marketing campaigns.  The really creative marketers add mobile games, SMS and interactive video to spice up the promotions so that medi spend is justified by showing a ‘TV plus Web2.0’ experience to justify media spend and billing.  Is this effective or enough?

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?  TransMedia or the ability to engage people by taking a story and delivering it in different places, spaces and times appears to be a faster, simpler and more flexible future for creative marketers and their customers who want to break out of the crowd.

TransMedia Best Practices

It is hard to believe but none other than Sylvester Stallone shows the TransMedia types what to do as he subtly elbows out Leonardo DiCaprio and Angela Jolie out of the way by driving his move Expendables past Inception and Salt.

Current TransMedia Perspectives

The SpeedSynch Resonance Map below is crafted from a post that describes TransMedia community building and while it is generally good information I suggest looking at the Sylvester Stallone link above as it shows practical, simple and effective techniques that marketers can take to the bank. 

New TransMedia Marketing Rules

  1. Craft a story to appeal to mutliple customers or Neuropersona behaviours in multiple languages, cultures and markets.
  2. Use Twitter to engage customers across multiple time zones and markets.
  3. Create waves of Tweets and blog posts with increasing intensity before and after your product release.

TransMedia or Cross Media

I know that TransMedia is a going concern as venture capitalists or VCs in Silicon Valley are attempting to re-brand it as Cross-Media, a sure sign of success as for Valley VCs controlling the brand is everything.  Now two more things will start to deepen in the world of TransMedia or Cross Media–

  1. Technology and patents
  2. Methodology documentation and success stories

These two things occur invariably as they are mandatory for VCs to go to market, they are the ‘exit strategy’.

Marketers and TransMedia

It is possible for marketers to exploit the creativity and value created by TransMedia without getting hooked by the VC hype and the desire for the TransMedia folks to cash out before TransMedia matures by looking to Sylvester Stallone’s example above and other practical examples of TransMedia in action.

TransMedia Caution

The promotors of the movie Scott Pilgrim vs The World attempted to replicate Stallone’s Twitter TransMedia success and fizzled.  They didn’t understand the Brasillian connection in the campaign.

Call us to explore TransMedia and practical ways to employ New TransMedia Marketing Rules.

Cheers,

Nick Trendov 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 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

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

Social Media vs Corporate brands and why Semantics decides who wins.

Social Media Content swamps Corporate Brands

By almost any measure in early 2009 Social Media platforms were where most people start searching for things which caused a considerable amount of distress to corporations and the search engines that served them.  People had learned that if they posted enough content, almost regardless of quality, then the search engine spiders would be distracted from the focused corporate sites and rank quantity first, and this is what happened.  Let’s explore how we might be able to exploit this trend.

Sometimes its easier to make a point by showing rather than telling so lets have a look at any brand or product that you can think of and see who’s content the search engines believe is the best for you.  Type any product or brand word into Google, BING, Yahoo or another search engine window and you will probably see somewhere in the top 5 links though not necessarily in this order; Wikipedia, Amazon and three links totally unreleated to the product or brand.  These are bloggers, usually entrepreneurs who make considerable money when you click on their links because they provide you value whether it is information from content or the ability to buy something faster than manufacturers or their partners that deliver the products to market in older business models.

Brands and Link Thieves

Your brand value is being erroded by link thieves today. Se how link thieves affect my SpeedSynch brand and search on your brand to see how your brand value is being erroded by link thieves.

Copy the Best

Blogs and bloggers discovered that search engine spiders depend heavily on backlinks or links from blog posts connected to content that they need to evaluate in order to compare and rank content from different web sites, social media or corporate.  Once the ranking is done it is offered to searchers according to word combinations that they enter into search windows.  Bloggers started creating links and backlinks by the billions and corporations by the tens and hundreds.  Its no wonder that corporation rank quite low even when they search for their own products and brands.  What did they do?

Social Media Gold Rush

Corporations did what the bloggers did, they copied the best and essentially use blogger tactics in Social Media sites, not creative but effective.  This however causes considerable stress for advertisers in old media and no the search engines as they didn’t have visibility in social media and the owners of the popular social media software platforms made millions and soon billions.

Now the pendulum swings back as the content generated in the social media platforms chokes their ability to provide useful content to their own users and the bloggers actually need the search engines to create value for the content they generate.  If one fails they both fail and now the search engines are tinkering with their algorithms so that they control results but don’t kill the blogs and for this they intend to use semantics.

What is Semantics?

Wikipedia defines Semantics though everyone else, like in th commentary above, defines it their own way for their own profit.  Here is a semantic seo report map created by SpeedSynch to illustrate how bloggers use content for visibility.  SEO professionals will note the keyword stuffing totally unrelated to semantics and by accident this map illustrates the battle between blogs and corporations.

* Click once or twice to expand the map or use the zoom feature on your broswer after clicking once…

Social Media vs Corporate Brands and the battle to control words on the Internet

Semantics will decide who wins the battle of Social Media vs Corporations for control of words and brands on the Internet

Smenatics and Searchers

Semantic meaning is important as all three players in the battle for words must deliver value to searchers or visitors to blogs, corporate sites and search engines.  They have a common benefit and semantics will deliver a common value if it is done from the perspective of searchers or visitors.

Perspectives and Behaviours

Look at the semantic SEO reports map created by our SpeedSynch internet marketing software above and you will notice how different people with unique perspectives can find value by looking at the graph and keyword themes. 

SEO vs Semantic SEO

The last sentence above is  a mouthful but my SEO consultants told be to optimize on “internet marketing software” and “SEO reports”.  So I ensure the terms are in post, on the image tags and categories and I start blogs with names like “iinternet marketing software”–note that on WordPress “internet marketing software” was already taken so I added another “i” as the search engines disregard it giving me the visibility I need.  This is old school SEO which is quickly losing value and being replaced by Semantic SEO.

Semantic SEO is creating content, like this post, that the spiders can read and determine that it matches the semantic meaning which is probably useful to a searcher based on how other searchers have defined semantic meaning for words entered into a search engine window.  Now the old school SEO folks will say, “no change”, but there is a change and it is subtle and the subtly is why there is so much pain if the webmaster forums that are attempting to ‘decode’ Google’s “Caffeine” algorith.

Subtly often requires time to study and careful consideration before arriving at realization, learning and insight and Semantics will be a process rather than a formula. 

My future posts will show how SpeedSynch.com moves from the old schoold SEO design to Semantic SEO almost like a reality show and why I believe Japan should win the Semantics SEO battle.

Apparently search engines forcus on titles and text that is either bold or italics– we will see!

Cheers,

Nick www.speedsynch.com

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