2010 Predictions and Observations that will Resonate #IN 2011 @SpeedSynch

These 2010 Predictions and Observations that will Resonate #IN 2011 have been posted on @SpeedSynch or WordPress blogs. 

Cheers,

Nick @SpeedSynch  nick@scenario2.com

Spam, Social Media and the future of Search 

Search engines and the advertisers they serve have a big problem with Social Media; they can’t shape its content and appear to have innovated beyond spam and PR with the follower.

  

The future of internet marketing and search is the follower.

  

Social Media and the Follower

 

The follower is like a heat seeking missile that follows targeted people in social media–usually ‘influencers’ because social media bloggers, influential or not, have become immune to subtle efforts of advertisers to promote their products or generate content to attract people that like content generated by specific bloggers.

 

It seems that once a blogger is identified as being influential or a blog as a gathering space for bloggers of influence one or more followers are dispatched to blogs to offer content that interjects the stories important to their patrons, the advertisers.  This is natural and easy as blogs are content generation engines.

 

Avoid Social Graphs and Super Bloggers

 

In my experience the real value of the ‘super blogger’ is directly related to sending your content out and others re-sending or posting, just like a chain letter.

This is done with the hope of boosting search engine visibility–leads and sales are a bonus, but not the main objective.

 

It’s not a popular view, but I would think that if you had the time to find the most influential bloggers you would be at the back of a long line and when you get to the front of the line, you would be disappointed with the result.

 

However, if you must take this path, think about these questions;

  1. Do they reach your prospective customers or markets?
  2. Can or will they help you and at what cost, $ or time?
  3. What is the desired outcome from engaging the super bloggers?
  4. Can they understand your products or customers or markets?
  5. Will they just re-send your story or modify it for their own purpose?

 

Good luck with it and it’s always better to talk to someone you can serve with your content or product rather than an agent.

 

The Biggest Social Media Success Stories

 

Social Media is a hunk of software and software is created for two reasons; 

  • Compliance
  •  Speed up processes

Success of software tools depends on if it fits the need of the person typing and the person reading what that person typed so the ‘biggest’ stories will be about how many millions of people signed up to a website so they could do something faster (Twitter) or that the website they use is ‘trusted’ (LinkedIN) or just plain old fun but a privacy nightmare that sells as much information as dumb users will enter (Facebook).

 

Don’t Invest Time or Money in SEO

 

SEO is about giving Google money and there are other options, either way you need to do this; 

  • Understand keyword themes of the reasons your customers buy
  •  Analyze keywords used by your competitors

Options–Establish presence where Search Engine Spiders don’t matter–

  • Find blogs or social media sites favoured by your customers
  • Go to blogs that use competitor’s clients
  • Pay per click, no fuss, saves time.

Search has moved past 90% of SEO experts with Google’s purchase of Metaweb last month so all the time you spend figuring out how to do SEO will be much better spent with your family.

 

The Tweet below is an answer to a question rather than an observation or prediction.

 

Explain Social Media Authenticity in a Tweet “Any words used in similar spaces share meaning.”

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

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

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

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

Top 2010 Posterous Blog Posts

#transmedia #speedsynch spaces for internet marketing advertising

SpeedSynch boosts #Transmedia spaces for Internet Marketing Advertisers

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

New TransMedia Marketing Rules

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

Resonance and Prediction Marketing Rules

Success, Risk and Resonance  

Success in business is most often confused with precision, formulas and plans though it appears that after you plan life, life just happens which may be the reason why the concept of risk reduction is important in the business world where a business may not survive if it goes in one direction while its customers go in another.  When this happens we say that the business value didn’t ‘resonate’ with the needs of their customers or simply the business was not successful in serving their market…

 

Content Resonance Rules #IN Legal E-Discovery 2.0

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

 

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

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

 

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

 

Cheers,

Nick Trendov @SpeedSynch  nick@scenario2.com

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

How to survive the Death of SEO.

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

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

New Community Rules

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

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

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

Did the SEO Eco-System Kill the Party?

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

Risk and Corporate Executives

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

Diaper.com–How Low can SEO Go?

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

Community by Design

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

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

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

Resonance is Temporary

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

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

Mobile Phones and Communities

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

Communities and Innovation

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

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

Future Community Innovation

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

Cheers,

Nick Trendov @SpeedSynch

Resonance Rules Trump Social Media Conversations @SpeedSynch #IN

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

Talkers and Voyeurs

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

Voyeurs and Success Measures

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

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

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

Success and Social Media Conversations

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

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

Social Media Conversations and Twitter’s Resonance Innovation

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

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

Twitter Resonance and Amplification

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

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

Cheers,

Nick www.speedsynch.com

Measures make Competitive Analysis Predictive #IN @SpeedSynch

Competitive analysis is typically backward facing as it relies on measures and stories that happen in the past, but there are ways of making competitive analysis predictive.

Predictive Measures

Predictive measures are those that help you anticipate and exploit future events, much easier said than done, and very much on the minds of executives mostly as a way to mitigate risk.  However, there are simple ways that it is possible to identify future opportunities and the measures that indicate where and when they might happen.

Measures and Relationships

In business there are two broad types of measures used–measures that indicate

  1. GOALS or objectives
  2. DIFFERENCES between goals and outcomes

While comparing these two measures is very simple it is the detail that provide us with the greatest opportunity to understand what happened or how we may adjust along our path towards our objectives.  The detail in measures is provided by three significant relationships.

  1. PEOPLE
  2. CONTENT
  3. PROCESS or Work

Relationships and Predictive Analysis

Understanding the relationships of people, content and process related to each goal allows us to understand when things change with our customers and prospects.  Quickly adjusting to market changes then permit our estimates and goals to be tuned as we go to market and help shape future options for our customers and prospects.

Measuring carefully or rather letting your customers and prospects adjust your measures and future goals provides a unique element to your competitive analysis, it becomes predictive.

Predictive Analysis and Resonance

We typically skip the market analysis part of this relationship because we prefer to take the customer or prospect perspectives of measures and content requirements.  This approach is simple and employs the concept of Resonance which has recently been championed by Twitter in their Advertising model.

Resonance is a simple concept as employed by Twitter, if content is popular it is Tweeted and Re-Tweeted.  If content stops being popular then it ‘dies’.  Essentially Twitter is a ‘market space’ where the Twitter community ‘votes’ and where it is easy to see if and when members of the Twitter community ‘spam’.

Resonance and Spam

One of the significant impediments to adding a predictive element to competitive analysis is spam, simply because spam distorts analysis by placing artificial importance to products or people which is difficult, if not impossible, to compensate with traditional or social media analytics tools.  We use SpeedSynch Resonance Maps to augment competitive analysis and provide a predictive value based on persona behaviour.

Contact us if adding a predictive element to your competitive analysis may help you.

Cheers,

Nick www.speedsynch.com

Resonance, Prediction Marketing and B2B ROI #IN

Applying ROI to Marketing is occassionally treacherous as it often creates a debate about what may be measured and what is ‘soft’ or ‘just a guess.  In my experience I have found that ROI calculations are based on political choices related to formulaes and time whether the project is related to building a new factory, buying new bottling equipment, justifying a new computer hardware server or marketing. 

Deep dig enough and it is all ‘soft’, precise as it may appear.  Now lets get to Marketing ROI.

B2B ROI is different that B2C ROI because of the behaviours of the prospects or customers that buy products from businesses.  Business people buy products to consume though most of their expenditures are embedded into their products or services for re-sale, hence the distinction B2B.

B2B buyers or the decision makers that decide what to buy and when act differently so our meausres of ROI must be different.  Marketers must spend money differently on identifying customer or prospect behaviours and delivering messages to support the sales of products or services to B2B buyers.

Prediction Marketing, all the current rage, is not based on ‘past’ behaviour but rather our ability to predict future behaviour which simply means understanding where are our prospects or customes going rather thant where have they gone in the past.

We use a combination of Predictive Marketing and determine the ROI values important to our customers or prospects to determine where they are going so that we know how and where to deliver our value propositions.

Contact us to see how SpeedSynch Resonance Maps and Predictive Marketing can help you.

Cheers,

Nick www.speedsynch.com

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.

    Cheers,

    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.

    Cheers,
    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

    Cheers,

    Nick @SpeedSynch

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