2010/09/08 Leave a comment
Social Media Resonance Rules CRM
Currently most corporate strategists are struggling with two aspects of Social Media; how is success measured and is there a definable and repeatable ROI?
To understand why anyone would even think that SEO is dying we look at the impact of Social Media and Twitter’s Resonance advertising model on SEO. Part of our discourse will include our SpeedSynch Resonanace maps that employ Semantic algorithms and are employed for competitive analysis across corporate value chains.
SEO has become an important element in corporate marketing and is promoted heavily as a ‘must have’ in any marketing effort. Needless to say that some corporations have been stressed for quite a while about the fact that they can’t get near ‘organic’ postion #1 on Google regardless of their spend and PPC in their markets is very, very, very expensive. There appears to be a relationship between PPC cost and the effort required to get to a #1 rank in ‘organic’ search though the relationship has not been proven.
SEO is DYING
While the stress is understandble in corporations who watch their competitors exploit social media while there SEO campaigns tread water or worse, we should note that the rise of Twitter has caused some stress to Google as well. Currently Google is putting out the ‘word’ that SEO is alive and well. But is it?
Social Media is a realtime indicator of your customers’ top of mind and you don’t have to call them or setup surveys but just look at what they post or where they go. While this is not foolproof it is pretty good.
VALUE CHAINS and INSTANT MARKETING or RESONANCE by TWITTER
Twitter has been fortunate to quickly tap the imaginations of the Social Media crowd and acts as the ‘top of mind’ alert for people and marketers alike. If you want to know what is ‘reallly’ going on, go to Twitter. While there appears to be ‘over promising’ in the area of ‘catch a great leader and their followers will join them’ Twitter does some other simple things brilliantly.
TWITTER KILLS SPAM DEAD!
Well this is simple as any Tweet that does not engage people is forgotten and ‘disappears’ and it is easy to see groups that constantly re-Tweet each other’s content. Unlike SEO on the internet as the content is there forever and painful in a number of ways 1. Old information is often ‘bad’ 2. Old spam may be relied upon
Twitter doesn’t need to ‘rank’ content as content is either active or disappears.
Twitter customer don’t pay for poor PPC performance nor do they pay for people clicking and not buying–a problem with SEO, according to advertisers I have spoken to.
TWITTER and VALUE CHAIN VALUE
Seems redundant but is critical and not only do customer needs change daily for most companies but their suppliers also change their offereings. Alignment becomes doubly critical when you have to align to customers and suppliers nimbly and faster than your competitors. The preamble above is made up of the market observations of people we consult or provide consulting to us and is only our opinion based on our small view of the market place. What we do know for certian however is the relationship maps below which are a ‘snapshot’ in time and may have changed since they were mapped.
Corporations create products and content to describe their products and more content to educate their customers about the value of their products and even more content to help their customers find their products. While content is the common factor there are really two aspects of content value; Wayfinding or Navigation and Learning or Education. Everyone from inside the corporation to external customers and communities has to learn about the product, its uses and why it should be purchased. Counter-intuitively education comes before marketing though marketers claim that they are educators. Unless content is specifically made to educate it won’t do a good job. Similarly, if content is only made for education it won’t help customers find products on the web. Thus SEO is really a wayfinding technique that leads to both educational content and products.
Wayfind however is the greater falue as unless the product can’t be found and until content is made to ‘resonate’ with specific customer behaviours or Neuropersonae then your marketing investment will be squandered.
LuxorCRM and ATUM Hosting
LuxorCRM and ATUM are associated in the same ‘value chain’ and ATUM is the ‘cloud’ service supplier to LuxorCRM which delivers their CRM product via the ‘cloud’ or internet rather than as software on a customers PC or server.
LuxorCRM’s website content is meant to attract customers and actually highlights the ATUM services as a competitive feature. ATUM, the cloud service provider, has a site that promotes similar value to other customers. You will note the similarity in keywords as the services are aligned. Please note however that the Twitter streams or rather the SpeedSynch Resonance maps of the Twitter streams and web sites are slightly different. Twitter relects NOW ‘top of mind’ whereas the corporate site takes longer to update, involves politics or negotiations at least between different corporate objectives and parties. Of course ATUM and LuxorCRM are two different companies with two different and unique customer sets. Innovation in one company will put them slightly out of synch with the other. Unless the remain close then any customer who looks ‘beneath the sheets’ will notice that the two companies are out of synch and would rightlfully wonder for how long this could occur before the relationship would either source or be brought back in line. This ‘deivergance’ is a risk.
Here are the SpeedSynch Resonanced maps for your review.
The link above shows SpeedSynch website and Twitter Resonance maps of ATUM the SaaS supplier of LuxorCRM and this is the LuxorCRM SpeedSynch Resonance map http://scenario2.media.officelive.com/Documents/s5-LuxorCRM.png
Note that the Atum site ‘resonates’ a little differently than their Twitter feed which is hyper-focused to what they were promoting at the time.
A simple way to look at this is that Twitter shows a short term focus, Social Media blogs show a mid-term focus and the corporate sites show a longer term focus. CRM must keep all three perspectives in front of the sales people so you don’t miss out.
Oh, I almost forgot that it saves the sales people a lot of stress and keeps management up to date without much effort too.
You can see more Resonance maps created with our SpeedSynch internet marketing software @ResonantView. We use them for competitive intelligence and SEO reports.
Hope this helps provide a perspective of the value of Twitter and Social Media in general to CRM.