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

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

#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

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