Advertisers, Lawyers, Venture Capitalists and the future of Social Media

Just as advertisers and lawyers finally learn to adapt to Social Media, the brightest Venture Capitalist in Silicon Valley, the same minds who gave birth to Yahoo, Google, Facebook and Twitter, are feverishly crafting a more fearsome spawn — Groups.

Advertisers, Lawyers & Content

Great waves of Content swamp Advertisers & Lawyers but don't impact Groups

Advertisers & Lawyers should Fear Groups

 

In the Great Wave Off Kanagawa

1. Advertisers Spend Client Money to Push Huge Content Waves

In the heyday of old Media advertisers spent a lot of client money attempting to deliver customers to their clients and while they may have understood that half of their budgets were being wasted they didn’t know how to measure which half.

2. Lawyers Spend Client Money to Sort through Huge Content Waves

Despite the fact that very few documents are useful or admissable, lawyers are compelled to launch high cost and generally low ROI eDiscovery projects by their need to minimize Risk for their firm and their clients.

Groups will add considerable Risk to Advertisers and Lawyers.

Can technology save advertisers and lawyers?

  

 

IBM Watson SuperComputer

No GROUP Access but IBM Watson Supercomputer Trumps 'humans' in Jeopardy

WATSON

Watson, recently highlighted in Jeopardy, is IBM’s latest and fastest computer and amazing when it comes to ‘reasoning’ and the mining of concepts and text. Watson may rule content and Jeopardy but is ineffective if members of trusted groups deny access to Watson because it is not in the ‘circle of trust’.

Groups Disrupt Advertising & Legal Models

If you haven’t already guessed ‘Groups’ is actually a class of software tools that facilitates the create of digital spaces where groups of people interact, get work done and then disband.

The impact of Groups on content creation, measures and trust is what advertisers and lawyers should fear.

Groups of ‘trusted’ members make it extremely difficult for advertisers to to deliver any content unless it is pulled in by a trusted group member. Regardless of the type of work done by the group, it is simultaneously a consumer, broker and creator of content and measures and effectively disrupts advertising business models.

eDiscovery in small trusted groups will be virtually impossible unless a group member surrenders all of the group content to lawyers which itself may be contradictory private non-disclosure contracts now used by lawyers to negotiate settlements or to privacy laws.

An interesting legal conundrum.

To understand the future of Groups we must start in Silicon Valley.

Silicon Valley Re-Engineers Evolution

In Silicon Valley venture capitalists influence corporate profits by shaping manufacturing and content creation standard to ensure the products they take to market are successfully propelled forward by a ‘matrix’ corporations much like a swarming brood that decends upon unsuspecting markets like billions of locust.

For those that may not know why Silicon Valley matters…

Quick History of Silicon Valley

Fields and groves of trees were soon overwhelmed by factories serving military and commercial manufacturers and the birthplace of venture capital innovation that powered; HP, Intel, Cisco, Microsoft, Apple, Yahoo, the Internet browser, Google, LinkedIn, Facebook and Twitter, and other well known corporations.

Silicon Valley is the heart of the Internet.

Quick History of the Internet

During the cold war the US military feared Russian missles and connected military and university computers to assess target risk. Complex calculations of potential missle flight paths were shared by many computers to speed up response analysis.

Shortly afterwards linked computers began to share email, exchange files and porn–the blueprint for the modern internet was born.

Venture Capitalists, Groups, Content and Trust

The internet perceived by most people when they view a browser is actually the world wide web or www and a small proportion of the ‘real internet’. Shortly after Netscape create the first visual brower Yahoo created the first highly successful commercial portal which was essentially a combination of a digital Yellow Pages and a business card listing.

Advertisers quickly determined that advertising budgets were better spent on Yahoo and a few years later Google helped get more advertisers to the internet by convincing more people to create content that would provide them ‘free’ advertising–the SEO model was born a few years later.

Evolution of Revolution

Yahoo was about people wayfinding in a huge directory and Google was about search optimization across millions of web sites though this caused stress to Venture Capitalists who needed more opportunities to provide Wall Street with opportunities for selling stocks of IPO’s or new companies going to the stock market.

Venture Capitalists saw that Google carved an private island inside the world wide web where corporations could advertise to people. VC’s then determined that offering people tools to advertise to each other would be event more profitable and soon formed the ‘social media’ islands where people joyfully spammed friends that were turned off by increasing amounts of spam delivered by search engine spiders and the advertisers that fed them. People were friendlier.

Group Tools that Rule

Twitter and Posterous are two of the three Group tools that I believe will lead the way to creating new opportunities and problems for advertisers and lawyers.

How do I know this?

Twitter allows members to follow or block other members en masse or create ‘private’ groups by combining features like lists, direct messages and # tags.

Posterous has recently announced a Groups focus which is extremely interesting as our success with Posterous is significant since we received 1,000 predictive analytics content ‘hits’ in 1 week for highly focused content by using the same Twitter-like Resonance technology used to synchronize 1,000 bloggers via simple Marketing Service Level agreements.

What is the third group tool that rules? Asana, at least for now.

Explore & Exploit Opportunities in Groups

Our experience includes the facilitation self-forming groups to deliver accelerated learning while simultaneously crafting trusted content focused Content and Web Strategies as well as Scenario, Business and Predictive Analytics.

Advertisers or Lawyers would benefit from our ability to align people, content, products or purpose, especially our combined use of Twitter, Posterous and other Social Media platforms combined with our accelerated group content facilitation.

Cheers,

Nick Trendov

@eDiscovery_ nick@scenario2.com @SpeedSynch @ResonantView

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Advertisers, Executives and Lawyers look #in to promise of Predictive Analytics

Advertisers, executives and now eDiscovery lawyers attracted to the promise that predictive analytics will help them influence the future would learn much more by studying the link between Chanel No5 and predictive analytics tools.  

Let’s start with Predictive Analytics and get to Chanel later.

Predictive Analytics

Predictive analytics is an outcome delivered by the application of tools and techniques that provide insight today to what might happen tomorrow, much like the gypsy in a tent.

The attraction of predictive analytics story to executives is quite high as it promises to ease their struggle to align future products to constantly changing customer needs.  Indeed Predictive Analytics may also be seen as a relief to leaders of E-Discovery teams as they search for numbers and stories embedded in huge data pools to help them prevail in their stewardship of typically high cost, low value eDiscovery projects.

Let’s now look into the core of Predictive Analytics — numbers, stories and scenarios to understand its value.

Shell Scenarios, Stories and Sufi

Pierre Wack, a Shell employee and Sufi, raised the practice of Scenario Analysis honed at Rand for the US military to a high commerical art.  Pierre Wack future-proofed Shell and used Scenario Analysis to help lift Shell from a third tier oil company to a global energy giant.

Numbers & Stories Predict Future Events

As a fully recovered accountant I learned to use stories to magnify the value of analytics as I delivered services with Microsoft, Cognos, Business Objects or other technologies to global corporations.

Currently we use these tools to accelerate or magnify the value of predictive analytics projects; 

A. ‘Story or Perspective Lens’  —  Story | Process | Software or Idea | Brand | Numbers or KPIs

  1. A story aligns People, Content & Purpose
  2. Tell a story twice and it becomes a Process.
  3. Tell a story three times and Software is made.
  4. Tell a story four times and you create a Brand value.
  5. Tell a story five times and accountants craft KPI measures.

With a little practice, almost anyone can point a Perspective Lens to a corporate value chain and receive some insight to what is happening today and what is likely to happen in the next 6 to 12 months.

Two simple tools to magnify the value of a story lens:

B. Personae–build key personae with a focus on behaviours
C. Scenarios–gather stories at the core of financial forecasts across a corporate value chain

Predictive Analytics, Personae & Scenarios

1. Identify the Personae across a corporation’s global value chain and use Predictive Analytics to determine how their behaviours may change over the next 6 to 12 months.

2. Target and understand the relationships of key stories embedded in the corporation’s financial forecast.

3. Modify some original stories according to anticipated changes in Persona behaviours or add new stories to reflect unforeseen events such as Barrack Obama being elected as the next US President.

4. Label the first story cluster Scenario1 and the new cluster of stories Scenario2.

5. Use measures to determine which Scenario is active and pre-plan reponses accordingly.

Scenarios & Future-Proofing 

Future-proofing is a concept that uses scenarios to avoid disaster or exploit opportunities in the future.

Consider how you would manage and align the business if the world unfolds according to the stories in Scenario1 or what might be done if the world unfolds according the Scenario2 Predictive Analytics, Perspective Lenses, Personae and Scenario analysis help us deal with the future now.

Chanel No5, Stories and Numbers

All storytellers intuitively understand that numbers and stories are complementary and as a storyteller I must point out that at one time stories and numbers were one and indeed even today a number evokes many stories–the numbers 7 or 4 in the Chinese culture or even the number 5 in our own.

Africa and Predictive Analytics

In the Yoruba tradition of Nigeria the deity of love, sexuality and finance is OSHUN and her number is 5.

Coco Chanel must have known about the mythical connection or was extremely lucky to have named her iconic scent No5 though either way the connection of stories and numbers is important.

Numbers, Stories and Behaviours

Studying Jung’s protégé  Marie-Louise von Franz offers researchers more resources in the exploration of the links between numbers and stories though I suggest starting with;

On Divination and Synchronicity: The Psychology of Meaningful Chance 

Originally Presented As Lectures at the C.G. Jung Institute, Zurich

(Studies in Jungian Psychology) (Paperback)

by Marie-Louise von Franz

Storytellers

Stories are the core of what we are and what we do, and for those with an unclear understanding of the expertise offered by a storyteller, allow me offer this view—Storytellers perceive by measuring differently and have the ability to magnify any Predictive Analytics effort. 

Five levels of storytellers expertise;

  • Hear a story
  • Repeat a story
  • Tune a story
  • Create a story
  • Live a story

Join us to explore the application of Predictive Analytics to Advertising or E-Discovery.

Cheers,
Nick
nick@scenario2.com @SpeedSynch @eDiscovery_@ResonantView

SpeedSynch Resonance Rules #IN Managing Supply #Chain Market #Risk

Executives have embraced the World Wide Web to create unique marketing value or cut advertising costs of old Media business models and recently have discovered that Internet Marketing processes offer opportunities to significantly reduce business risk in their supply chain. 

Risk Reduction and Extended Supply Chains

Reducing business risk as products flow along their Supply Chain provides a positive impact on future product values, sales or profits by exploiting insights of changes in; 

  • Customer Demand
  • Customer Behaviours
  • Competitor Product features
  • Customer Content preferences
  • Customer Media preferences

These and other changes may be mapped by employing the concept of Resonance to determine their impact on product values as products travel across their Supply Chains.

Extended Supply Chains and TransMedia

Web2.0 technologies have enabled innovation and caused distress in Media markets, the implosion of News related business models, the spectacular rise of Social Media platforms and more recently the subtle use of TransMedia, where stories are delivered in segments across multiple media channels or extended supply chains or different places, spaces and times. 

TransMedia techniques offer innovative alternatives to traditional advertising and faster more flexible options to creative marketers to differentiate their customers and their competitors.

The other significant innovation in Internet Marketing is the concept of ‘Resonance’ used to convey how closely two things ‘vibrate’ or their affinity to each other. Resonance has also recently been embraced by Twitter as the core of its Advertising revenue model. 

SpeedSynch Resonance and Content

SpeedSynch Resonance Maps identify and map relationships between people, products and content to guide the delivery of stories across Media and TransMedia channels and platforms to align the resonance of products and content to the people they serve.

Inspired by Twitter’s innovation, SpeedSynch employs semantic algorithms to build SpeedSynch Resonance Maps to measure two other unique content values –

  •  Wayfinding or Navigation—help people find content or products
  •  Accelerated Learning—help people learn how to extract content or product values 

A SpeedSynch Resonance Map of the SpeedSynch Twitter stream:

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

 

SpeedSynch Resonance Map of SpeedSynch.com Twitter Stream

Content and Profit Alignment Rules

People create content in the form of conversations and stories to ask questions or look for answers that reflect their changing needs or behaviours and content is used by corporations to express the value of their products to their customers

Alignment Rules Content 

  • Twitter content changes quickly
  • Blog content change is slower
  • Corporate web sites are slowest

Content ‘resonance’ helps you understand when your brand or product stories are aligned with your customers or how your customer needs have changed as your products are travelling along their Supply Chain.  Surprises when products arrive are not fun!

SpeedSynch uses content Resonance maps to align multiple customer behaviours to content and products that fit what they need.

Content and Resonance

Twitter Resonance is a critical element in communication today because it offers fast, simple and mobile real-time ability for people to exchange conversations, opinions and information.  Many Tweets or posts in a Twitter streams include external links or ‘backlinks’ to other content on web sites or social media sites.

Over the past five years we have developed SpeedSynch Resonance Maps to help marketers identify and map what is ‘top of mind’ to anticipate and adapt to changes in customer needs and behaviours to reduce business risk or increase revenue and profit opportunities.

Join us to see how Internet Marketing reduces your business and Supply Chain risk.

Cheers,

Nick Trendov nick@scenario2.com @SpeedSynch

2011 Mobile Innovation will be Made in Japan

In Japan mobile is the on-ramp of choice to access internet social media platforms and content curation they provide–

“In Japan people want what they want, when and where they want it…mobile vs. pc access is running about 50-50…page view requests from mobile exceeded pc for the first time in 2010.” Lars Cosh-Ishii Representative Director, Mobikyo

Content Curation vs Content Resonance

If you are Oprah you partner with Discovery Channel and curate content for millions of people, and they love it–but is this for you?

DIfferent jobs and social situations may require content to be curated from people that understand specific relationships between people place and time, something that Oprah would never know. In this case ‘Content Resonance’ is a great option.

Content resonance applied to predictive behaviours or commercial content curation provide an overview if resonance is new to you.

Join us to explore our group content creation and curation solutions for Advertising and Legal E-Discovery projects.

Cheers,

Nick Trendov @SpeedSynch nick@scenario2.com @eDiscovery_

Mobile Resonance Aligns Relationships #IN Groups

Offering mobile advertising effectively is almost impossible until individuals declare specific interests though it is possible to reach out and understand an individual by understanding their group relationships. 

Mutualistic relationships are formed among groups, people and content in that groups may align people or content to social or commercial goals; alternatively social or commercial goals may align people or content. 

Mobile Content Explosion

 Content delivery in a mobile platform is no longer an option as mobile handsets are now the interface of choice for internet access in Japan where mobile interactions include payments for goods, services and access to social media groups. 

 Globally Twitter makes it easy to Tweet to get an answer from trusted groups globally 24 hours a day rather than attempting to scroll and assess hundreds of thousands of hits from search engines.

 Resonance Aligns People, Content and Purpose

 Twitter-type Resonance advertising tools provide great value to stressed-out marketers and advertisers who look to reach out to mobile customers as Social Media, data overload, SEO spam overwhelm traditional advertising and media business models.

The links below offer Resonance perspectives for advertisers or practitioners that serve groups or individuals.

 Self-Forming Groups – In Nature

 “Nature shows us how to avoid deadly data overload illustrated by The New York Times article that describes how soldiers are swamped by great bursts of data and deadly consequences that may follow…”

 Self-Forming Groups – Micro-Finance

 “This booklet tells you in simple terms how to help the poor to form Self-Help Groups…”

 Self-Forming Groups – Pharmaceutical

 “Self-forming groups of patients which distribute antiretroviral drugs to those on treatment have proved highly successful in retaining patients in care in Mozambique, and drastically reduced the need for patients to travel to health facilities, according to Tom Decroo and colleagues in a study reported in the advance online edition of the Journal of Acquired Immune Deficiency Syndromes…”

 Join us to explore how Twitter-like Resonance helps you align people, content and purpose in trusted groups.

 Cheers,

 Nick @SpeedSynch  @ResonantView  nick@scenario2.com

Value of Twitter-type Resonance Tools #IN Mobile Advertising and Marketing Models

Twitter-type Resonance advertising tools provide great value to stressed out marketers and advertisers who look to reachout to mobile customers as Social Media, data overload, SEO spam overwhelm traditional advertising and media business models.

What is Resonance?

The simplest way to understand Resonance is to picture someone juggling one or more tennis balls.  They juggle as long as the story or content represented by the tennis ball is meaningful to them and when their focus or perspective changes they drop the balls they don’t need and pick up others.

People and tennis balls (stories or content) must resonante with each other.

Resonance via SpeedSynch.com Resonance Maps

Resonance is Juggling Stories or Content that you need

Groups, Resonance and Trust

Since juggling a lot of tennis balls simultaneously may be stressful, busy people rely on people they trust to provide guidance and suggestions as to the tennis balls that may help them in their day and ask someone to toss them a tennis ball that they need and when they are done they drop it.

SpeedSynch.com Resonance Juggler

Resonance is like juggling Tennis balls

Resonance Confuses Marketers and Advertisers

Advertisers and Marketers lob stories into Twitter

Lobbing Advertising Stories into Twitter

SEO may have conditioned marketers and advertisers to serve as much content as possible out via internet web sites, blogs and social media platforms, after all the price was right, pushing content was virtually free.

In late 2008 over half of all searches started in social media platforms rather than search engines as people began to trust other people rather than the search engine spiders and the advertisers that fed them.  Twitter’s use of Resonance in a mobile software platform that includes elements of voting and self-forming groups offers the most unique value to advertisers and marketers. 

Twitter makes It is easy to understand which stories or content resonate with people, groups across different geographies and spam is inconsequential.

Twitter-type Resonance is Spam Free

When the SEO crews that made millions with the Google business model encounters the social media platforms that were islands they incorporated various techniques to get inside, something that the search engine spiders could not do.  The most common technique was ‘The Follower‘ where spammers set up shop and formed groups to overwhelm natural groups and the content they generate inside Facebook, LinkedIn and other social media spaces.

Spammers Fail to Pollute Twiiter

Advertisers and Marketers try to use technology on Twitter

Technology Fails to Overwhelm Twitter Trust

Spammers use every means and technology possible to lob in as many stories as possible, Twitter however has one important difference, if people don’t like stories or content they just drop the ball and if they don’t repeat or Re-Tweet then the content dies unlike a blog or space where spam sits around forever and polutes the perspectives and trust of natural group members.

Predictive Analytics and Mobile Marketing Resonance

SpeedSynch Resonance maps offer tools and techniques to measure the alignment of People, Content, Products or Processes and predict changes in Resonance so that advertisers or marketers can adjust their messages and budget allociations accordingly.

This is the Resonance Map of a mobile marketing entrpreneur and it is possible to see what is top of mind for him and the people that rely on his content via his blog and Twitter stream.

Mobile Entrepreneur's SpeedSynch.com Resonance Maps

SpeedSynch.com Resonance Map of Mobile Entrepreneur

Join us to explore SpeedSynch.com Resonance Maps and the value of Twitter-type Resonance tools in mobile advertising and marketing models.

Cheers,

Nick Trendov @SpeedSynch  @ResonantView  nick@scenario2.com

Exposed E-Discovery Counsel Struggle #IN Great Data Waves

E-Discovery Counsel armed with little other than ....

eDiscovery Counsel may be armed with little more than...

Exposed Counsel?

It seems that eDiscovery currently depends on counsel’s ability to run into a great 100 meter high wave of data, pull out a few liters of water and present it to a judge or jury with the assistance of ‘modern’ E-Discovery tools that provide cover equivalent to a Speedo bathing suit and not much else.

Counsel Struggles in Great Data Waves

eDiscovery Counsel struggles with Great Data Waves

eDiscovery Counsel struggles with Great Data Waves

Massive amounts of electronic data must be harvested, processed and analyzed, sometimes in databases that span countries or continents–a costly and time consuming process.Applying our datamining experience illustrates a better, cooler and faster approach to eDiscovery by using tools that help the content declare whether it is important in your eDiscovery work by employing the concept of Resonance and SpeedSynch Resonance Maps.

Overview of Discovery
Under the law of the United States, civil discovery is wide-ranging and can involve any material which is “reasonably calculated to lead to admissible evidence.” This is a much broader standard than relevance, because it contemplates the exploration of evidence which might be relevant, rather than evidence which is actually relevant.

‘Might be Relevent’
The notion of extending eDiscovery to data or content that ‘might be relevent’ is interesting and tends to increase size scope and time in eDiscovery projects as there is no end in sight with ‘might’.

Relevent Scenarios
When an action is launched by a plaintiff the experience of the defending counsel or previous cases usually offer a range of scenarios as a potential outcome of the action.

Working backwards from the outcome scenarios to access the data that would enable their manifestation would reduce eDiscovery time, cost and stress by up to 80%. Plaintiff’s, defendants, counsel and the assets they apply to eDiscovery are focused. 

The Great eDiscovery Data Wave
When you start your E-Discovery project do you feel like your are looking up at a great wave of data about to sweep you away?

Resonance Matters

SpeedSynch Resonance Maps facilitate the employment of a Scenario based E-Discovery approach and SpeedSynch Resonance Maps allow content or data that matches scenarios to float up to the attention of eDiscovery project teams.

Join us to explore the use of Scenario based eDiscovery and the use of SpeedSynch Resonance Maps–help cover your Counsel so that they can do their job better!

Cheers,
Nick @SpeedSynch @ResonantView  nick@scenario2.com



Risk and Opportunity Perception #IN Social Media

Accurate perception of risk and opportunity is important to most businesses and critical during this financial crisis.
 
Scenario Analysis, Risk and Opportunity Perception

I highly recommend Pierre Wack’s “Shooting the Rapids” for two reasons; the fascile conversational way in which Pierre Wack describes scenario analysis as he helps us conclude that it is a high value re-perception tool and the hidden reason–his inference that there is room for innovation in perception measures within scenario analysis.

Wack starts by gently offering us a brutaly brief though elegant synopsis of the prior state of forecasting and scenario analysis — “Things could go this way — or that”.

From “Things could go this way — or that”, a simple truth that is still evident today, Wack gently reveals the simple and unique innovation that raised scenario analysis to a high commercial art; Wack helped executives and managers use scenario analysis to re-perceive their complex daily reality. The re-perception required “rooting” where executives acknowledged the current state of their world and contributed stories from which two or more future worlds would be constructed.

Scenarios Focus Attention

Scenarios, story clusters or future worlds help executives anticipate and prepare for future events and align people, content, assets and processes very quickly once they understood which worldview would manifest.

“Shooting the Rapids” offers a unique opportunity In the age of Social Media platforms like Twitter and Linkedin to executives charged with navigating the current financial crisis by exploiting the Social Media platforms as perception, story and scenario generation platforms.

Social Media Resonance and Scenario Analysis

In my experience Social Media stories are critical to understanding the current state of any busiiness, and scenario resonance is crtical to understand how things evolve and when things change as while executives typically know where to go in the market, on arrival they sometimes find themselves quite far from from their original destination.

Wack’s “Shooting the Rapids” will inspire and help you re-percieve where you are and help you know where to go .

Shell reaped huge rewards with scenario analysis and so can you.

Join us to see how SpeedSynch Resonance Maps facilitate scenario analysis.

Cheers,
Nick Trendov @SpeedSynch  nick@Scenario2.com

#IN 2011 Great Content Curators will OWN Social Media Networks

In 2011 great content curators will own social media networks as community members will need fast answers to more questions.

Oprah’s OWN

Oprah’s ability to deliver ‘great content’ as a super content curator led to her OWN network partnership with Discovery and immediate access to almost 100 million people.  The OWN ‘wrapping’ of the floundering Discovery Health Channel is innovative and shows the power of a great curator.

A number of trends and patterns have contributed to the value provided by curating content and innovation around aligning people to content and products.

These are some of the things to consider when you look to curate content that resonates and serves current and future customers.

Trust Moves away from SEO

Since late 2008 or early 2009 over half of internet searches now start in Social Media platforms and now people seem to trust other people a little more in finding fast answers to tough questions rather than search engine spiders or the advertisers that feed them.

Mobile May Sink SEO

Very few people that I know have an appetite to look at millions, thousands or even hundreds of Google search results on their mobile phone and as Google Android, RIM, Nokia, Sony, LG, Samsung and Apple interfaces mobile devices become gain as an on-ramp to Social Media platfomrs and the internet, the percieved value of SEO will drop even faster.

Resonance Trumps SEO

It is difficult to impossible for a search engine spider to understand your question and an answer that is suitable to your situation and understanding how to deliver content that ‘resonates’ to questions requires a little work and engagement so that people can declare what is important.

Social Media platforms like Twitter, LinkedIn and Facebook have grown tremendously and there are many good tools to help people find good content or products that resonate with their immediate need — we do this with SpeedSynch Resonance Maps.

Advertisers Live Large

Advertisers have always preferred large deals so that they can minimize costs for their clients and deliver high value but appear to struggle with the content and stories easily created and delivered globally in Social Media platforms like Twitter or focused advertising possible in LinkedIN or other plaftforms.

Huge waves of content are formed by the minute and advertisers or their clients may naturally feel that they must devote very large budgets and spend on advertising programs to be heard above the noise created in internet sites, blogs and Social Media.

Focus Trumps Budget

In our experience the value of a message or content delivery increases if it can be oriented to either a single person or small group and to accomplish this we look to focus on customer behaviour patterns and TransMedia or Cross Media tools.

We let our customers tell us which questions, answers or stories are important to them, and this may be done anonymously, quickly and simply by using NeuroPersona tools.

TransMedia or Cross Media Trend 

The delivery of content or advertising stories has seen considerable innovation in the past 15 years and TransMedia or Cross Media techniques is one of the most promising in a world where answers and content outnumber questions but both are hard to find quickly.

The Matrix was one of the most popular successful deployment of TransMedia storytelling where people might get a good part of the message by viewing one or more of the movies but the whole story was accessible to those that found the comic books and attended the events which completed the picture.

IKEA Cross Media Innovation

Recently a simple IKEA internet banner add shows us another application of advertising delivery, self-configured stories where people put the story together from all the bits they pick up in different places and spaces according to what resonates with them, something no advertiser or marketer would ever know.

Contact Us

Contact us for a conversation about great content curation cases, tools, tips and tricks — especially if content is your business!

Cheers,

Nick Trendov @SpeedSynch  nick@scenario2.com

Resonance Rules Predictive Analytics in Great Web and Social Media Marketing

Predictive analytics offers the promise of predicting the future to business executives that direct people and resources to deliver products to markets globally across Web and Social Media channels though in our experience the future is difficult to predict until it happens.

Many simple and proven tools are available to help businesses predict and prepare for what may happen in the future like scenario analysis where clusters of stories are combined to represent possible future states from different perspectives of the business, its customers or other relationships that span extended business value chains.

Predictive Analytics and Global Supply Chain Risk 

In the course of adapting to global competitive pressure business has adopted global supply chains as means to survive and thrive.  The idea behind extended supply or value chains was that all non-core, high risk or high cost processes would be sourced externally to ensure profitably in turbulent markets.

Risk reduction and the quest for higher profits drove global supply chain and outsourcing trends.

The markets or rather customers seem to have their own ideas and now have access to almost an unlimited array of products globally.  Businesses have started to see that customer demand may change faster than it takes to deliver a product shipped internationally or even faster than a heavily managed software project.

Predictive Resonance Anlaytics helps tune and align value flows in extended Global Value Chains

Aligning Customer and Product Resonance in Extended Global Value Chains

 

Predicting the Future like Shell Oil    

SpeedSynch scenarios are used to align products or content to customers via a scenario or a cluster of stories that represent a possible future.

 Scenarios were brought into the business limelight by Pierre Wack lifted the creation of Scenarios to a high commercial art and honed his skill at SHELL OIL and SHELL has fantastic resources describing their scenarios and how they are created.

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. 

When a business plan goes in one direction and their customers go in another 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, TransMedia and Cross Media Value

The intersection of Old Media and Web2.0 has created a New Media, that’s for sure, but what else is happening? 

There is a growing interest in TransMedia or Cross Media,  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 helps people create their own engaging story and Resonance is about understanding the relationships that create market value. 

Current TransMedia Perspectives

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 movie Expendables past Inception and Salt.

The SpeedSynch Resonance Map below shows the Resonance Map created by Sylvester Stallone.

SpeedSynch Resonance Map of Sylvester Stallone Crushing Google

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

1. Check Google volume on Twitter

2. Go to Twitter to find waves of ‘buzz’ 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 maps for SEO competitive analysis

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

7. Deep dive SpeedSynch Maps show detailed SEO competitive analysis

8. Compare DiCaprio’s INCEPTION with Stallone’s EXPENDABLES Resonance Maps 

Resonance Marketing Rules

In watching Stallone go to work on his competitors in a TransMedia or Cross Media 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 is a simple process.

1. Craft marketing stories to appeal to multiple customer perspectives or Persona in multiple languages, cultures and markets.

2. Focus on relationships between People, Process (work) and Content.

3. Facilitate and accelerate learning to boost engagement and sales.

 

 

Note: 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 anyone behind a Persona masks regardless of the market segment to which they have been assigned.

SpeedsSynch Resonance Maps help predict future Persona behaviours important for Prediction Marketing.

Resonance Predicts Customer Behaviour Changes 

Traditional marketing models have a difficult time adapting to constantly chaning customer behaviours.

Understanding and aligning the Resonance of Products, Content and Processes allows the business to see when customer needs or behaviours change according to their Resonance.

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 market researchers take past behaviours and adjust for anticipated changes in the future and create an estimate or guess of what might happen where they create 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, Forecasts, Sales and Profit

We show our clients how to apply scenarios and Resonance to quickly identify change, opportunities and reduce risk in their product innovation, manufacturing and sales cycles.

 We craft Persona Masks to predict future customers behaviours or how customers will Resonat.

A Persona mask is ‘crafted’ by linking stories and numbers to customer perspectives to infer possible future behaviours and 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. 

Stories are behind the 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 for the rest of the year 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 must Resonate with customers or the business gets out of harmony across its value chain which typically results in something breaking, relationships or profits.

Mining Hidden Value with Resonance Analytics in Global Value Chains

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

Links between numbers and stories may be found at http://personati.wordpress.com or SpeedSynch.com

Reversals in Outsourcing and Global Value Chains

Currently we see the manufacturing and service support of key products and processes moving closer to customers to minimize the risk of extended supply chanins that include customers behaviours changing faster than products or projects can be delivered and risk associated with privacy or legal E-Discovery issues.

Contact us for more information about Predictive Analytics, Resonance and the tools needed to deliver high value to Customers that change quickly.

Cheers,

Nick @SpeedSynch nick@scenario2.com

SpeedSynch Resonance Maps support NeuroPersona Mask creation and Internet Marketing

Persona Masks base on SpeedSynch Resonance Maps

 

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