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

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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

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

    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

    Twitter Resonance and Trust

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

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

    Profit and Resonance

    The concept of resonance is simple, people and products ‘vibrate’ according to how their value, needs and how they define answers and problems.  In order to increase sales and profits marketers must ensure that products may be found and that customers understand their value.  The closer the resonance match between products and customers the higher the sales and profits.

    Resonance and Content

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

    Content and SEO

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

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

    SEO and Google

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

    Good Content Gone Bad

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

    Social Media and Trust

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

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

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

    Cheers,
    Nick
    nick@scenario2.com

    Twitter Resonance and Proximity Branding Rules

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

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

     

    Cheers,

    Nick Trendov www.speedsynch.com

    Help Thought Leaders Sell Your Products

    Thought leaders are people or companies that are followed and relied upon as a source of wisdom or best practices that may be applied to get a job done or improve how things are accomplished.

    According to Wikipedia a ‘Thought Leader’ may be recognized by some of these characteristics;

    1. …an entity that is recognized for having innovative ideas.
    2. …a distinguishing characteristic of a thought leader is “the recognition from the outside world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates.”
    3. “…leadership development is rooted in personal development & organizational transformation is rooted in individual transformation.”

    Make Thought Leaders

    Thought leaders are bridges who help people or organizations change and there are two values critical to becoming an effective thought leader and these value can be taught.

    1. Wayfinding or helping people find what they need to find, refine and address current problems
    2. Learning or helping people or companies learn about the tools and processes to achieve their goals

    Influence Thought Leaders

    Thought leaders are always looking for two things;

    • Spaces to self-promote
    • New stories that help them stay ahead and retain their ‘thought leadership’

    In order to influence thought leaders it is important to provide them with the raw material to accomplish these two objectives.

    Curating News Stories

    News stories, if they are new and focused on your customers and their customers, one very effective source of information for thought leaders in your marketspace.  Curating those news stories for thought leaders saves them time and helps them understand the context and value of your products in a way that they can communicate.

    Curating News Stories with Internet Marketing Software

    Thought leaders can’t stay ahead of all the stories generated in Social Media platforms and they will value your ability to provide good high quality and relevant summaries so that they can retain their ‘thought leadership’.   How can you do this quickly?

    We have built SpeedSynch internet software tools to do one simple thing, to align product stories with internet content and the story perspectives of your customers and their customers.  This way as the needs of your customers change you understand how to adjust faster than your competitors and providing some of this insight to thought leaders will provide you will very effective promotion or market recognition.

    Make Your Own Thought Leaders

    Once you discover how to provide useful information to thought leaders you can make your own as thought leadership is knowing what is important and helping people quickly find the information they need and quickly learn the skills needed to do their work.

    We have exemplars of SpeedSynch Resonance maps that analyze themes in stories whether those stories indicate the needs of people or companies, the news stories that would help them or the opinions of thought leaders in their industry.  You can easily align the stories that illustrate the problems or questions posed by people and companies to illustrate the answers or solutions that your products can provide.  Doing this bridges questions and answers and that is thought leadership.

    Making thought leaders is as simple as providing tools to help them bridge questions and answers.

    Cheers,

    Nick Trendov @resonantview

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