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

#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

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. 

Cheers,

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.

 

Cheers,

Nick Trendov @SpeedSynch  nick@scenario2.com

How to survive the Death of SEO.

After SEO’s terminal coma in 2009 we carefully watched how marketers, advertisers and corporations coped with their loss.

Some moved to Social Media Optimization or Social Content Optimization while others moved towards ‘community’ management which is interesting as Facebook, Twitter and LinkedIn maimed independent communities before we started our SEO death watch.

New Community Rules

Community spaces have always been one of the best marketing investments any company could make by creating a space for people to share experiences, content, expertise and stories.  Done well the community spaces were like a very cool house party where the host would decorate and offer the best drinks and finger foods to set the mood and the party goers would create the buzz.  A great host couldn’t lose and at the next party there would be more people than space.

Some  companies, like envious hosts, tried to copy successful communities but missed the ‘intangible’ values needed to make a party or a community successful–freedom and inspiration.  Community by design rarely succeeds for one simple reason, it is meant to benefit the host rather than the attendee.

Communities are after all software applications and the ability to motivate people to create content by typing, editing and tagging is a difficult task.  Design and venture capital is critcal but luck may be more important.

Did the SEO Eco-System Kill the Party?

The old SEO ‘eco-system’ included advertising agencies, SEO services consultants and various other brokers that re-intermediated internet transactions and profited handsomely from their ability to stand between buyers and sellers.  Watching them adjust to the rise of ‘Social Media’ may help us determine how to align our products to people with content in this brave new world where people flit between Social Media software applications according to their own needs without heeding marketing messages or advertisers, old media or new.

Risk and Corporate Executives

Risk is a big problem for corporations who plan their work and work their plan and up until recently the ‘myth’ was that Social Media was a risk and mis-understood by corporate executives though in early 2009 marketing and advertising budgets were moving to Social Media faster than Amazon could acquire web sites to protect their sales volumes and SEO assets.

Diaper.com–How Low can SEO Go?

Diaper.com is Amazon’s latest acquisition, is it a sign of the times?  It is interesting to note that diapers appear to be sold on Diaper.com rather than the diaper manufacturers and re-intermediation is profitable despite the internet myth to the contrary.

Community by Design

If you believe that corporate communities can compete with Twitter or Facebook or perhaps ‘shape’ how Social Media audiences see their value have a look at this;

We look forward to seeing if community by design will fare better than SEO though our experience is that it is difficult to influence the value communities place on content.  This challenge is very clearly illustrated by watching how people change the words they use to describe questions or find answers while using search engines. 

Even if your company built a ‘perfect’ website that described a perfect product the search engines would probably no longer rank your site highly on their SERP or search engine results pages after 90 days because the words used in search engines would no longer correspond to the content on your web site.  SEO or search engine optimization and the mechanics of determining which sites rank highly would take over and drop the ranking of your site, if it ranked highly at all.

Resonance is Temporary

Twitter’s Resonance model is a bright light in the blight of internet spam and communities over-run by packs of network marketers re-selling Amazon product because it is resistant to spam and depends on trust even if temporary communities are created by followers or ‘likes’.  The key element to resonance is its temporary nature and that a follower or like today is closely linked to a Tweet or content.  The same people won’t have the same influence if the content changes tomorrow which means spam doesn’t stick.

Temporary communities mean that community by design doesn’t pay which is difficult for corporations and marketers alike but apparently good for community members as evidenced by Twitter’s meteoric global rise on the back of mobile phone technology.

Mobile Phones and Communities

Mobile phones present an interesting opportunity and threat to Social Media platforms and marketers alike as users won’t stand for hundreds of SEO results so we expect SEO to decrease in value as more people chose mobile phones as their interent and Social Media interface of choice.  Communities may also be smaller by necessity as it is difficult to view large amounts of content and follow many people on a mobile interface.

Communities and Innovation

Crowd sourcing and X-prizes have been a boon to marketers and have leveraged the global reach of the internet to create huge values for corporate sponsors and stimulated future investments in the hundreds of millions of dollars by comporations like GE, CISCO, Nokia and others. 

Community spaces created for innovation have been successful though they have not been communities by design.

Future Community Innovation

We are currently exploring the intersection of Resonance, Innovation and Communities and welcome inquiries from innovators who wish to explore the space.

Cheers,

Nick Trendov @SpeedSynch

3 Ways to Profit from Twitter Resonance Earlybird Offers

Here are 3 ways to profit from Twitter Resonance and Earlybird Offers.

  • Competitive Analysis — understand how competitors change their market offers relative to your current market offers.
  • Customer Resonance — examine Earlybird Offers to determine which customer behaviours or ‘Resonance‘ is targeted.
  • Capacity Analysis — explore the impact of Earlybird Offers on the capacity analysis or your ability to deliver similar offers.

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 Competitive Analysis

Viewing Earlybird Offers on Twitter is a fast, simple and effective way to understand in realtime any new or changing offers delivered by competitors and provides a quick way to help adjust your product offers as needed.

Competitive Analysis and Customer Resonance 

Competitor offers are only important if they affect your customers and if their offers don’t ‘resonate’ with your customers then they are effectively harmless.  Our clients benefit from Resonance Maps created by our SpeedSynch Internet marketing software which helps them align their product values to the values needed by their customers.

Customer Resonance and Capacity Analysis

Large North America mobile (wireless) services providers have a problem as their infrastructure takes a long time to plan, provision and recover investments needed to support constantly changing customer and market demands.  We are working with the infrastructure models of wireless providers to align their new product offers to the delployment schdules of the expensive infrastructure they require for their business–cell towers, backup equipment, server farms for operations and content stores, billing application ehancements, etc…

Understanding changes in customer behaviours or Customer Resonance helps us go back into the wireless customer demand models and adapt them according to trending behaviours and take the adjust models back out to the market to incent or dis-incent behaviours.  This helps our wireless clients ‘tune’ changing customer demand to their longer term asset acquisitions and project deployments.  Ignoring changes in Customer Resonance may cause new infrastructure to become obsolete before it is delivered.

Capacity analysis helps wireless services providers tune their assets and adjust purchases or deployments in a coordinated fashion with their market planning and advertising spend.  It is easier when everyone knows which way to row the boat and when.

Contact us to see how SpeedSynch Resonance Maps can help you with your customers or align your infrastructure projects.

Cheers,

Nick Trendov www.speedsynch.com @speedsynch

Your Success Depends on Your Customers Learning Faster

When there is chaos in alsmost any social or commercial situation it is the fast learners that succeed, those who can quickly assess the current state of affairs and determine where to focus their resources, skills, time and attention.  It is no secret that your success depends on your customers learning faster and if they succeed by learning faster, then you will succeed too.

Change, New Products, Mergers and Acquistions

Whenever there is market change or chaos it is important to understand that customers will demand new value from products that they consume and the producers or re-sellers that provide them.  This is natural and in order to accomodate the needs of your customers you will have to tune existing product or deliver new products or buy a company or merge with another company.

Any or all of these processes demand high levels of learning for success.

An idea requires that its creator learn and in order for an idea to be assessed and manifested in a commercial form more people must learn about it and how to blend it into their existing processes, structures and relationships.  Indeed the process of manifesting and idea into a product and taking it to product requires more time at learning than manufacturing. 

The process of marketing and sales is actually the trasmission of learning from seller to buyer.

How we learned to Learn Fast

We learned about learning over seven years from self-directed adult learners who, in our experience, align objectives to content, tools and measures to learn quickly and effectively. We then we combined our learnings with commercial internet marketing software and techniques normally used to align customers, products and content.  

The SpeedSynch fast learning methodology that resulted from our work with self-directed adult learners focuses on aligning people, content, tools and technology when and as needed to facilitate learning.  

Alignment is the core value delivered by SpeedSynch software and techniques though the approach is unique to traditional academic learning methods as we avoid traditional command and control perspectives in order to facilitate self-directed learning.

 This is what we do. 

SpeedSynch Fast Learning

Since 2003 SpeedSynch’s fast learning classes have been delivered and refined into a proven process that consistently delivers high value learner results by explicitly using facilitators to broker expertise in learner groups.

It is our practice to encourage learners to learn our fast learning process to acquire new skills quickly and then deliver the same skills to other learners and three factors are at the core of the SpeedSynch fast learning methodology;

Brokering

SpeedSynch fast learning consistently delivers excellent results as facilitators broker expertise and content within groups to achieve desired outcomes while group members simultaneously learn and work.

Neuropersona

Neuropersona tools help learners view content, tools and measures from multiple learner perspectives to accelerate learning. Neuropersona perspectives employ semantic concepts combined with analytical perspectives that combine numbers and stories.

 Fractals

SpeedSynch internet marketing techniques employ fractal perspectives to increase the value of corporate performance analysis, business and competitive intelligence, product and business model innovation and scenario analysis to mitigate risk mitigation and broker value.  The unique element of SpeedSynch fast learning is the internet marketing software and internet marketing techniques used to align learners, content and tools to speed up learning according to their objectives and measures.

SpeedSynch Fast Learning is Proven

SpeedSynch delivers accelerated learning value by employing the principles of Andragogy formulated by adult learning pioneer Malcolm Knowles, who emphasized the self-directed focus and the tendency of adult learners to take responsibility for individual or group decisions.

SpeedSynch Learning Platform

This is a sample of what our learners achieve with our SpeedSynch learning platform, and this is an overview of our approach–

Facilitators help adult learning groups assemble according to need and introduce topic frameworks, content, tools and provide guidance as the groups simultaneously learn and work. Our facilitators provide ‘blended’ guidance on-site, telephone or via the internet and learners employ any facilitator reviewed tools and techniques according to their objectives and the content encountered during their group learning journey. 

SpeedSynch accelerated learning leverages Social Media platforms which are now the preeminent content creation spaces. Learners create content as they navigate digital spaces according to their objectives and perspectives. 

Technology employed during the learning sessions may be very simple such as sketch pads and white boards or complex like computers, browsers and other software applications or decision support systems available to or requested by clients.

SpeedSynch Learning Groups

Groups of 4 to 6 people may be combined in a cluster of 3 to 4 groups.

Learning Topic

Typically a topic is set externally for learners by employers or community organizations or learning services providers. The learning approach and content focus is set by learner groups created with members whose skills and experience complement each other, their objectives, content and tools.

Desired Outcome

Learner groups learn a topic framework, review content, tools, techniques and examine associated best practices related to the topic. Facilitators or other group members may contribute additional material as group learning proceeds. Groups simultaneously learn and work towards creating an analysis in the form of a document or material to support an oral presentation delivered at the end of the class sessions.

Topic Framework

The topic framework is a ‘sandbox’ or flexible container that holds examples of desired learning outcomes, reports or presentations, learning content, tools, resources, a learning process outline and class schedule. Learning presentations are delivered by groups to the facilitator and class members.

Learning Content

Facilitators deliver a learner value proposition for the learning topic and course objectives, the topic framework and help assemble learning groups. Facilitator guidance and commentary is offered as needed for content or tools to support group learning and ‘home work’ or other preparation.

Simple Focus, Superb Results

Our SpeedSynch fast learning approach has a simple focus, the learner, and the faster learning occurs the more value is achieved by the learning process.  SpeedSynch fast learning has achieved consistant and proven results over the past seven years.

Contact us to learn how SpeedSynch fast learning helps you or your customers learn, quickly.

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.

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.

INSTANT RESONANCE

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. 

Cheers,
Nick

https://speedsynch.wordpress.com

Google Desperate to Rescue SEO?

Is ‘Instant’ aka Twitter Killing SEO and Can Google Rescue it?

Google’s Matt Cutts felt compelled to Tweet the following —

“Everyone asking if Instant will kill SEO? Watch this video: … Hear me praise SEO and why it will persist.”

Well this looks like a little contrived after all how reliable would the information be from person at Google how is responsible for controlling spam tout why SEO will live. 

 ‘Google’ any brand you know to see if they are even close to Google’s #1 rank.  Is the brand #1 or near the top or on the first page?

Do you pay for SEO when free content posted far and wide across the internet is a more reliable way to take to you #1 on Google?  Wouldn’t most people consdier the duplication of content that lifts these sites above legitimate manufacturers spam?

If this is true then it seems to me that profits related to SEO are closely linked to behaviour that most reasonable people might consider to be ‘spam’ or at the least resembling ‘spam’ or ‘spam-like’

How odd–the anti-spam guy may be promoting an advertising business model that seems to reward ‘spam-like’ behaviour.

What is your view on this subject?

Cheers,

Nick @resonantview @speedsynch

RESOURCES:

“Google” (include quotes)  “Any words used in similar spaces share meaning.” and “Twitter Resonance SpeedSynch” to see where SEO may be going–Resonance or Instant Marketing and Semantic SEO Reports based on Keyword themes based on meaning not words.

Social Media Resonance Rules CRM

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. 


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.  

Cheers,
Nick

Links:

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