How Google Instant Shapes Your Brand

Google’s Instant looks like a simple change to help users though you should be aware of how it moulds your brand visibility and the how it nudges searchers during their search interactions. 

What is Google Instant?

Google Instant offers ‘suggestions’ as searchers type words into the Google search box and though this approach is not new Google has contrived a new way to offer search word suggestions that can shape your brand message by offering searchers keywords as they type.  If you are a brand owner this  problematic and the keywords suggested are ones that you didn’t purchase or negatively impact your brand and potentially determine whether searchers even find your brand.  We have tested a number of cases and found the simple story that includes Nescafe, Starbucks, Amazon and Google’s Instant to illustrate the peril of Google Instant to your brand value and the structrual flaw with SEO–you let Google shape your brand, and it may not be to your benefit.

On the plus side it ‘saves time’ for searchers as now they don’t have to read the search engine results pages or SERP to find what they seek.  For brand owners however it may appear that Google’s Instant is another way to extract advertising revenues as the ‘big brands’ magically appear even if their products are new or not well known. 

Bad new for SEO however as the concept of page ranking disappears as brand owners will now focus on ranking with instant suggestions rather than on a page.  While there is no public ‘rate card’ yet but bloggers out there see this opportunity and if Google doesn’t do it then another search engine will or better still a Social Media site! 

Google Instant Shapes Brand Visibility

Imagine if you had a very valuable consumer products brand, let’s say coffee and one of your most profitable and well respected products is instant coffee.  Now imagine waking up one morning and receiving a call from your marketing manager saying that your site traffic was down, your internet marketing responses just tanked and your SEO reports and internet marketing software appear to show that Google Instant may be the problem!   Could this happen to you? 

How Googles Instant Trumps Instant Coffee

Google Instant is new, a couple of days old when this blog post was written so not many of the billions of internet users have heard of it and fewer understand its implications, but one thing appears clear, Google Instant trumps Nescafe Instant Coffee in a search–imagine that!

Note is the suggestions offered as I type ‘instant’ into the search box and how it differs from a typical search process where you see a search engine results page or SERP after you type ‘instant’ and submit the word to Google. 

Resonance maps by SpeedSynch.com counter Google Instant Brand Shaping

Google Instant Trumps Brand Visibility and Messaging.

 This is what a ‘regular’ search looks like and the visibility of Nescafe is ok.  Amazon ranks higher as their business model is really SEO not books as most people think and affiliate marketers contribute a huge chunk of Amazon revenues by standing between Nescafe and their customers. 

You may re-consider both SEO and Google Instant after seeing them both up close and this is way since early 2009 over half of searches begine in Social Media sites and why IBM is nudging their channel partners into the Social Media spaces–profit. 

SpeedSynch determines Resonance to counter Google Instant

Google Instant Trumps Brand Visibility and Messaging

Resonance is the core of Twitter’s advertising model and avoids the dark side of SEO, spam and making people believe that they should surrender their brands to SEO and those that shape it.We can help you with SEO too if that’s what you need, call us to learn more about the rising impact of Social Media on internet marketing and how Resonance as a better, cooler, faster and more effective alternative to Google Instant and the erroding value of SEO.

Cheers, 

Nick 

http://isemanticblog.wordpress.com @speedsynch

Resonance Inspires Content

Resonance is an important factor in internet marketing and inspires and drives Twitter’s advertising business model.

What is Resonance?

Resonance is a similar focus or purpose or interest and often it can be measured easily by understanding the stories active or top of mind for people or content.  On simple way to determine an affinity of resonance in people, objects, places, spaces, events or time is to assess the similarity and differences in perspectives or stories. 

While this is evident when looking at resonance between two people, except for the case of different perspectives which we will address later, how does this work when you compare perspectives of people and objects? 

Products Resonate

 One simple way to understand how people can resonate with objects is to define the object a product being offered for sale.  Products are concieved as an idea, designed, manufactured and taken to product and in most importantly, wrapped in stories to convey learning about the value of the product to future customers, how to deliver or repair the product and how the product should be made in order to deliver value to its buyer and profit to its seller and manufacturer.  Products resonate according to the stories in which they are wrapped as they proceed and mature from an idea to delivering value to a buyer.

Content is Shaped by Resonance

Once we know the perspectives or stories important in relationships then we can employ content to increase or decrease resonance.  Yes, it is true, sometimes you want to push things apart as in slowing down demand for a product that we won`t be able to deliver until next month or next quarter or perhaps is not as profitable or where we have a temporary quality issue.

Content has both Wayfinding and Product Values

Content has two unique values and is more than a story or image or brand as it may be used to convey learning, it may be used to help people find things and also be created as a product as is the case with publishers or a wayfinding tool as is the case with search engines or street maps.  The form that content takes depends on its use and its use depends on where content is valuable.

When content is used as a wayfinding or navigation tool, such as in search engine optimization or SEO, content is usually crafted to attract the attention of search engine spiders to specific website pages or other content which has product value.  The wayfinding content must resonate with both search engine spiders and searchers or people find it and use it to visually navigate to the space where they find answers to their questions or to help them refine their questions according to new perspectives encountered.

Resonance Inspires Content

It is the wayfinding value of content that must resonate with people and while wayfinding content is valued highly, look at Google’s stock value, it must also be changed constantly as searchers use different words and perspectives to describe similar problems on a regular basis.  Indeed the way searchers describe virtually identical perspectives changes about 30% per month so that in less than three months any product description must be modified according to ‘old school’ search engine optimization methods.  Ask yourself how you describe something you need today and observe how this changes constantly and while 30% may seem high it is still significant even if the number was 10% or less and this is one of the reasons why Google, Yahoo and BING are moving quickly to semantic SEO where different descriptions of a problem will yield similar or different search engine results depending on the user context or perspective. 

Content must change to accomodate changing customer perspectives, questions, problems or objectives as needs and markets never stand still, they always change.  This is one aspect of resonance and the way we describe out products and where we deliver content to attract searchers or customers to our products or content is the other aspect of resonance inspired content.

You can see how we measure resonance by looking at examples of our SpeedSynch internet marketing software @resonantview

Cheers,

Nick Trendov

www.speedsynch.com

Speed Dating for Products and Customers

SpeedSynch is ‘speed dating’ for PRODUCTS to CUSTOMERS.

 
SpeedSynch and Stories
We identify stories that sellers wrap around products, almost like clothes, as they send them to market.
–See Neuropersona Avatar image
 
We identify Customer behaviours or Neuropersona Mask to determine what people want or ideas of what they need.
–See Neuropersona Mask image
 
Communities and Ideas 
The first thing that happens when a community forms is the organic and natural exchange of ideas.
Communities like Second Life are a game where people can exchange Ideas.
People in Second Life are both an Avatar/Product and Neurpersona/Customer.
 
Games help us understand how people change their behaviours which is like changing Neuropersona Masks.
In a game if you change the situation it is like changing a Product and waiting to see how the Customer reacts.
Once we understand reactions then we can ‘dress’ the Product properly for that Customer behaviour or Neuropersona.
Then we set up a ‘speed date’ or web site test or focus group or survey with real Customers to test.
 
SpeedSynch and Numbers
SpeedSynch software helps a company what happend from multiple perspectives and shows how Customers interacted with your company and Products by measuring activity in factory, warehouse, store, web site, call centre.
 
SpeedSynch and Predictive Analytics
Once we know what happend with our Products and Customers we look at the behaviours important to our Customers and then ‘predict’ how and where we can help them.  
 
Next we change our Products to help Customers or change our Customers to sell our Products better, faster, cheaper.
 
SpeedSynch is Speed Dating for Products and Customers
 
Cheers,
 
Nick
 
 

Mergers and Acquisitions

In the experience of our clients understanding where you are and where you should go or measurement is the largest single obstacle to success when involved in a merger, acquisition or new product introduction.  This measurement challenge may be addressed in many ways though these three topics are usually top of mind:
  1. Product and Content Value
  2. Customer Behaviours and Demand
  3. Community Alignment, Exchanges and Ideas 
Teeter-Totter 

Alignment requires a flexible way to accommodate multiple perspectives, and successful alignment requires speed.

Teeter-Totter

Teeter-Totter

One way we describe alignment is by using a Teeter-Totter analogy where one side represents the capacity to deliver products or CAPACITY and the other side represents customer DEMAND.   When demand is high the teeter-totter goes to the ground or overwhelms the capacity to deliver the products demanded and when product capacity or inventories are too high the product side of the teeter-totter is on the ground and the customers are overwhelmed by over supply.  

Tactical business intelligence for Mergers, Acquisitions or New Product Introductions is effective only if it helps align the capacity to deliver with the customer demand. 

Value of Perspectives

Value of Perspectives

These are some of the perspectives that we support:

IT Perspectives

  • Application Migration or Upgrades
  • Reports and Analysis Backlogs

Business Perspectives

  • Merger & Acquisition Activity that requires changing a business model
  • New Product Introduction that requires changing how to measure performance

Tactical Business Intelligence for Mergers and Acquisitions

New Product introductions, Mergers and Acquisitions require bursts of innovation to align Capacity and Demand to successfully serve new and constantly changing customer behaviours and requirements.

SpeedSynch is a cross-application and cross-channel content BRIDGE and a FLYWHEEL that converts perspectives of numbers and stories to high value innovation bursts to facilitate Product and Customer value alignment.

We exploit CRM, Predictive Analytics, Idea Markets, and Neuropersona platforms for New Product introductions, Mergers and Acquisitions.

The best part of our unique approach is that it can be deployed before starting the hard work of a Merger or Acquisition and you don’t have to wait to replace or adapt multiple IT systems.  New product introductions offer similar challenges and the SpeedSynch BRIDGE+FLYWHEEL value bursts are brilliantly effective when put in place before the new product introduction to facilitate critical changes in the first three months of an introduction.

Bridge 

We can bridge data and KPIs in virtually all of our customer solution deployments and at a financial services company this was done by overlaying ADP data streams onto sales, CRM and other transactional data streams to create unique value.

SpeedSynch BRIDGE+FLYWHEEL Innovation Burst

SpeedSynch BRIDGE+FLYWHEEL Innovation Burst

BRIDGE Overlays Cross-Application or Cross-Channel Data and KPIs

1. Cross-Channel or Cross-Application Analytics Bridge

  • net-zero investment as we strip reporting costs from any transactional application
  • we deliver context to leverage application value or leverage prior application investments

2.  Market or Business FLYWHEEL 

  • New Product Introductions or Mergers & Acquisitions or Catastrophic Market Event
  • help client adapt brilliantly fast to market change with Innovation bursts

SpeedSynch allows the business to see data from their own perspective, either internally or externally. 

In Mining success is typically driven by the opportunity in the ground and assessed with a business case that typically includes a forecast of mining capacity and expected yields

 The SpeedSynch platform may be deployed to deliver multiple perspectives of capacity, yields, production costs and supports the management of variances and money flows. 

Scenario Analysis creates opportunities to leverage SpeedSynch in mining and provides insight to commodity pricing, inventories, and market health to help create a plan before the variances get out of hand instead of waiting for the financial systems to provide insight.  When the numbers hit the ledger it is too late to adjust.

We can quickly illustrate how SpeedSynch delivers value to Commodity Traders, Marketers, Operations or Production executives.

Alignment of CAPACITY and DEMAND creates value for our clients after we deploy SpeedSynch.

Cheers,
Nick

SpeedSynch creates free value for Customers and Project Teams

SpeedSynch creates free value for Customers and Project Teams

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