Exploit Predictive Analytics or Scenario Analysis #IN E-Discovery Projects

Scenario Analysis and Predictive Analytics offer a low risk, high value means to help eDiscovery project teams deliver less expensive high value results faster compared to usual eDiscovery methods.

Whether your eDiscovery teams employ Predictive Analytics or not, Scenario Analysis will help prioritize the sequence of eDiscovery processes and focus limited resources. Indeed if done properly faster, richer E-Discovery results may allow counsel to shape the legal action or negotiate from a position of knowledge before the eDiscovery teams commence their project.

Scenario Analysis for eDiscovery

Scenario analysis is very straight forward and may be done very quickly in most eDiscovery projects if practitioners are guided by the core concepts of scenarios.

  1. A scenario is a cluster of stories or content related to the legal action that requires E-Discovery.
  2. Case files may be created before an action is resolved or even before eDiscovery commences.
  3. Counsel can generally describe two or three high probability outcomes as an action commences.

Go to our @eDiscovery_ Value Brief for a view of combining Predictive Analytics and Scenario Analysis.

Join us to see how to it is possible to use Scenario Analysis and ‘proxy content’ to accelerate your E-Discovery results.


Nick Trendov @eDiscovery_ nick@scenario2.com @SpeedSynch @ResonantView


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.


 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.


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!

Nick @SpeedSynch @ResonantView  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.


Nick @SpeedSynch nick@scenario2.com

SpeedSynch Resonance Maps support NeuroPersona Mask creation and Internet Marketing

Persona Masks base on SpeedSynch Resonance Maps


2010 Predictions and Observations that will Resonate #IN 2011 @SpeedSynch

These 2010 Predictions and Observations that will Resonate #IN 2011 have been posted on @SpeedSynch or WordPress blogs. 


Nick @SpeedSynch  nick@scenario2.com

Spam, Social Media and the future of Search 

Search engines and the advertisers they serve have a big problem with Social Media; they can’t shape its content and appear to have innovated beyond spam and PR with the follower.


The future of internet marketing and search is the follower.


Social Media and the Follower


The follower is like a heat seeking missile that follows targeted people in social media–usually ‘influencers’ because social media bloggers, influential or not, have become immune to subtle efforts of advertisers to promote their products or generate content to attract people that like content generated by specific bloggers.


It seems that once a blogger is identified as being influential or a blog as a gathering space for bloggers of influence one or more followers are dispatched to blogs to offer content that interjects the stories important to their patrons, the advertisers.  This is natural and easy as blogs are content generation engines.


Avoid Social Graphs and Super Bloggers


In my experience the real value of the ‘super blogger’ is directly related to sending your content out and others re-sending or posting, just like a chain letter.

This is done with the hope of boosting search engine visibility–leads and sales are a bonus, but not the main objective.


It’s not a popular view, but I would think that if you had the time to find the most influential bloggers you would be at the back of a long line and when you get to the front of the line, you would be disappointed with the result.


However, if you must take this path, think about these questions;

  1. Do they reach your prospective customers or markets?
  2. Can or will they help you and at what cost, $ or time?
  3. What is the desired outcome from engaging the super bloggers?
  4. Can they understand your products or customers or markets?
  5. Will they just re-send your story or modify it for their own purpose?


Good luck with it and it’s always better to talk to someone you can serve with your content or product rather than an agent.


The Biggest Social Media Success Stories


Social Media is a hunk of software and software is created for two reasons; 

  • Compliance
  •  Speed up processes

Success of software tools depends on if it fits the need of the person typing and the person reading what that person typed so the ‘biggest’ stories will be about how many millions of people signed up to a website so they could do something faster (Twitter) or that the website they use is ‘trusted’ (LinkedIN) or just plain old fun but a privacy nightmare that sells as much information as dumb users will enter (Facebook).


Don’t Invest Time or Money in SEO


SEO is about giving Google money and there are other options, either way you need to do this; 

  • Understand keyword themes of the reasons your customers buy
  •  Analyze keywords used by your competitors

Options–Establish presence where Search Engine Spiders don’t matter–

  • Find blogs or social media sites favoured by your customers
  • Go to blogs that use competitor’s clients
  • Pay per click, no fuss, saves time.

Search has moved past 90% of SEO experts with Google’s purchase of Metaweb last month so all the time you spend figuring out how to do SEO will be much better spent with your family.


The Tweet below is an answer to a question rather than an observation or prediction.


Explain Social Media Authenticity in a Tweet “Any words used in similar spaces share meaning.”

Titles that Resonate #Top #2010 #Posterous #Blog Posts delivered #IN #TransMedia Format

Titles that Resonate #Top #2010 #TransMedia #Cross #Media Post #IN #SpeedSynch #Content #Stories is meant to attract the attention of ‘machines’ or search spiders first and eyeballs second.

This single Posterous blog post will be automatically ‘pushed’ to Twitter and WordPress sites and later picked up by LinkedIn.

Here we see that the message directs the media flow and is later directed by the media channels to different spaces and groups.

Top 2010 Posterous Blog Posts

#transmedia #speedsynch spaces for internet marketing advertising

SpeedSynch boosts #Transmedia spaces for Internet Marketing Advertisers

#transmedia is new to artists, though well known to storytellers and in this space we will explore the application of our SpeedSynch internet marketing software and internet marketing advertising and promotional techniques to support #transmedia from a commercial perspective…

New TransMedia Marketing Rules

Internet marketing has essentially changed very little since marketers discovered how to successfully use Yahoo 10 years ago which may seem shocking to the Google generation, but is an accurate description of current practices…

Resonance and Prediction Marketing Rules

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 which may be the reason why the concept of risk reduction is important in the business world where a business may not survive if it goes in one direction while its customers go in another.  When this happens 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…


Content Resonance Rules #IN Legal E-Discovery 2.0

The legal profession is wrestling with data and information overload to meet legal E-Discovery obligations and client expectations and may be able to benefit from significant advances provided by Social Media platforms and Content Resonance… 


SEO value decline and privacy toxicity highlights opportunities #IN Mobile Internet Marketing

The apparent decline in the perception of value and privacy toxicity of SEO may be very good for Mobile phone makers and internet marketers as the mobile phone has become the Social Media and internet website interface of choice by billions of people globally…


The content is this blog post also resonates and also influences the people that read it across the different media channels which it travels.



Nick Trendov @SpeedSynch  nick@scenario2.com

Brand and Product Resonance Impact your Marketing Spend

If you are a marketer you should know how spam and blogs hurt your brands and stifle your performance and profit.

http://tinyurl.com/speedsynch-map illustrates how Brand and Product Resonance is measured, mapped and compared with SpeedSynch internet marketing software. Resonance has grown in importance as the value of SEO has faded to marketers who realize that when they search on their brands, solutions and products ‘spammers’ often stand ahead of them on the first page of Google and other search engines.

How does this happen?

Blog ‘spam’ has replaced email, junk mail and gossip as the technique of choice when people want to influence opinion and buying behaviour.

Twitter and SpeedSynch use Resonance

Twitter realized that the needs of people change quickly, much more quickly than the answers provided by search engines who pointed to slow changing corporated web sites or blogs powered by ‘spam’ content created by sites whose main purspose appears to stand between buyers and brand owners.  We call them ‘brand pirates’.  SpeedSynch internet marketing software solutions help deliver products to customers and help customers find products by using resonance based on content and how people ask and answer questions.

SpeedSynch helps your products ‘resonate’ with questions in the mind of searchers or the type of answers they seek.

Brand Pirates

Tweets are an ideal solution to brand pirates as they ‘disappear’ if they are not retweeted unlike blogs where content ‘spam’ never disappears and distracts searchers who need answers or are looking for products to buy.

SpeedSynch Resonance

The ‘resonance map’ was inspired by the Twitter Resonance Advertising model and created by taking a SpeedSynch semantic algorithm map used for Competitive Analysis or for SEO reports.

Examples are at http://twitter.com/speedsynch and http://www.speedsynch.com or overviews at http://www3.sympatico.ca/nick.trendov/

Google Semantics vs Twitter Resonance

Google is in trouble as marketers understand that SEO is a bad investment as it is exposed to blog spammers.  It appears that the purchase of Metaweb by Google will help them avoid or minimize blog spam.  Additionally Google appears to be prodding SEO consultants in the direction of video which helps reduce spam and create more YouTube content.

Semantic meaning applications of SpeedSynch.com may be found by Googling (include”) “Any words used in similar spaces share meaning.”

Semantic algorithms won’t eliminate spam and Twitter has another incredible advantage as it is very easy to see which Twitter ‘communities’ Tweet and Re-Tweet content.  Spammers are obvious and it is easy to see if the same spammers try to keep Tweets alive, even if they change their identities.

Marketers who know understand Twitter is a better investment than SEO.


Twitter and New Internet Marketing Rules

I am not in love with Twitter but just like a hammer or a drill, if it is helpful, I pick it up and then quickly put it down when the job is done–this is is what I do with the combination of Twitter and internet marketing software techniques to support internet advertising and promotions:

1.  Connect People to Content –stories, blogs and maps to facilitate Wayfinding and for Fast Learning

2.  Connect Products to Customers — help visitors identify product behaviours that serve their needs

It’s not about Twitter nor Social Media but rather what you can do with Twitter and Social Media to serve your communities and help them find what helps them when they need it.


My unique specialty is enterprise analytics and I’ve delivered solutions internationally based on Microsoft’s SharePoint and ProClarity analytics platforms.  During the past five years of competing against IBM Cognos SPSS SAS and many others I found that 2 key elements delivered 80% of value for my customers;

Wayfinding and Fast Learning

Twitter can deliver both of these values without expensive analytics systems that range in cost from $20k to $1M.


The ‘customers’ of the analytics services already have the numbers in other systems which they can access and we teach them how to ‘float’ the data in the proper perspective and space so that it can be consumed easily when needed.  It is in this art that Twitter acts as a connector to facilitate realtime insight from a mobile perspective, internationally, 24 hours/day.


Twitter is part of a larger trend towards people ‘gathering’ at or rather using Social Media software platforms as they move away, at least partially from interacting with search engine software like Yahoo, BING and Google.

The advantage of Twitter is engagement as stories can be told in short bursts from mobile phones and globally in many languages, all at the same time.  The ability for a story to ‘traverse’ people, languages, place, space and time is very exciting for storytellers though new for advertisers and the tools used to deliver the story or stories in this way fall under the label transmedia.


Yes.  The process of engaging people and delivering stories in a transmedia format is thousands of years old though naturally the technology has evolved over time.

I know transmedia is legitimate as venture capitalists in the USA have started using the lable crossmedia to brand the term which is for them a significant act of engagement.  In order to profit venture capitalists must control the name, then the ‘intellectual property’ , then the software and finally the distribution channels.

We are positioning our SpeedSynch.com internet marketing software to exploit this trend.

We show you how to extract value from the relationships of stories and numbers by using internet marketing software.  Ours is called SpeedSynch though our approach is easily applied to other tools as needed.



Social Media Resonance Rules CRM — SpeedSynch, Social Media and Value Chain Analytics

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.


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.


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.


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.


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. 



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