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 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.

Resonance is like juggling Tennis balls

Resonance Confuses Marketers and Advertisers

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

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.

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

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

IKEA Self-Assembly Ad Rules #IN Trans #Media Internet Advertising

A Brilliant IKEA ad that goes beyond its internet marketing or adverting value as it gently startles the reader to re-live the experience.

This interactive banner ad offers us a simple blueprint for great TransMedia or Cross Media campaigns where future customers are offered guidance to assemble unique story elements found in different places or spaces according to their CURRENT needs rather than values targeted by marketers and advertisers.

X-Media campaigns have great promise at a time where the value of SEO is rapidly declining and search is being displaced by Social Media for finding or refining questions or answers.

Self-assembly of stories is the core value we offer to our clients and we use our SpeedSynch Resonance Maps to help customers align their current or future needs to the content, products or processes. 

We welcome you to join us and explore this with us.

Cheers,
Nick @SpeedSynch

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.

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 and TransMedia

The intersection of Old Media and Web2.0 has created a New Media, that’s for sure, but what else is happening?  One growing and effective use of Web 2.0 is the delivery of content or stories via TransMedia which provides the ability to engage people by taking story content 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 delivers an engaging story and Resonance is about understanding the relationships that create market value.

None other than 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 move Expendables to a summer debut past Inception and Salt.

The SpeedSynch Resonance Map below shows how we mapped the content Resonance created by Sylvester Stallone.

0. Blackberry Twitter app shows Stallone top of Twitter trends worldwide 2010.07.24

1. Check Google volume on Twitter

2. Went to Twitter to find one of the buzz wave 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 relationship maps for SEO competitive analysis

6. Review SpeedSynch SEO competitive analysis maps and SpeedSynch keyword theme weights

7. Deep dive with premium SpeedSynch features to show detailed SEO competitive analysis

8. Compare DiCaprio’s INCEPTION with Stallone’s EXPENDABLES keyword themes. 

 

Resonance Marketing Rules 

In watching Stallone go to work on his competitors in a TransMedia 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 requires work but is a simple process.

•  Craft marketing stories to appeal to multiple customer perspectives or Persona behaviours in multiple languages, cultures and markets.
• Focus on relationships between People, Process (work) and Content.
• Facilitate and accelerate learning to boost engagement and sales.

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 the people behind the Persona masks regardless of the market segment to which they have been assigned.

Resonance maps help us predict future Persona behaviours for Prediction Marketing.

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 researchers start with past behaviours and adjust for anticipated changes in the future and create an estimate or guess of what might happen.  This is 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, Product Sales and Profit

We have employed behavioural models to remove risk from the business of product innovation, manufacturing and sales.  Our models are based on mapping customer behaviours and employ the concept of Resonance by assessing the content important to people in deciding upon, buying and learning how to extract value from what they buy.

We create our customer models with Resonance maps we call Persona Masks.

A Persona mask is ‘crafted’ by associating stories and numbers common to the different customer perspectives to infer their future behaviours.  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 though stories are behind all those 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 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 continue to be aligned to Personae or the business gets out of harmony with customers and suppliers.  The lack of harmony is a dis-ease which results in something ‘breaking’.

ROI Re-Capture is another benefit of using Resonance to understand which stories or content is useful for internal projects or external marketing campaigns.  No need to re-invent the wheel, just find the content according to what is needed for success.

More about the link between numbers and stories may be found at http://personati.wordpress.com or SpeedSynch.com

Cheers,

Nick @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

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.

COMBINING TWITTER WITH UNIQUE SKIILS

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.

HOW IS THIS POSSIBLE?

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 AND TRANSMEDIA

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.

IS TRANSMEDIA LEGITIMATE

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.

Cheers,

Nick

SpeedSynch uses Manga to Boost SEO

SpeedSynch specifically employs the concept of ‘masks’ to illustrate customer behaviours and the relationship of people to products, events and places.  Manga is very, very popular and illustrates the value of stories and masks brilliantly.

Consider the common facial expressions that Manga artists employ to convey emotion, meaning and relationships between  characters.  Manga is a timeless are and presents enourmous potentional as a resource to convey stories and relationships relative to products or services.  Indeed TransMedia, or the delivery of stories across multiple media, may illustrate that the meaning of Manga transends age, culture and geography.

Join us to see how SpeedSynch ‘persona’ mask employ the concepts and techniques of Manga.

Cheers,

Nick www.speedsynch.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.

Twitter Resonance Rules Brand Evolution — The Prequel.

It seems that during the rise of Social Media marketers have been confounded by the Twitter software platform and have struggled to understand its impact on the companies that they serve or their profession.  The temporary nature of Twitter communications is contradictory to one of the prime directives of marketing, defining and increasing brand value.

When I visited Silicon Valley in San Francisco in 1992 I saw the first Yahoo! billboards that promoted the notion of the internet and the Yahoo! directories and in 1998 or 1999 I noticed the beginning of Googles search engine results pages driven by content backlinks in a form of a popularity contest.  Five or six years later the idea of search engine optimization is born when competition starts to erupt over link names and search engine page results or SEPR ranking.

 

Marketers were watching Google carefully and noticed that it was much more cost effective to adevertise on the internet and you could advertise to individuals unlike mass media of the day.  Marketing was moving slowly into the world wide wieb and soon the crawl would be a walk and then a race to see who could stake the best words in a form of ‘virtual land grab’ so that when searchers entered a phrase into a search window the products promoted by savvy marketers would rise above their slower and less internet knowledgable competitors.

 

Branding also evolved quickly in the late 1990’s and early 2000’s mostly due to the rise and fall of world economies and old school advertising agencies we pressured heavily by Public Relations firms that repeatedly SHOUTED their messages.  It appeared that quanitiy and repetition had triumphed over quality, at least in most cases.  The repetition of brand messages fit well into the theory of branding where it was assumed that products would be purchased in perpetuity and that brand managers would strive to maximize profits and determine how to position brands so that competitors could not take customers and sales from the brand.

 

Economies of scale in manufacturing and advertising were critical drivers of brand equity where eventually competitors would start to outsource in continually lower cost global locations while seeking any advantage in their brand warfare.  Eventually the global outsourcing trend moved from a crawl to a brisk walk and then a frenzied dash to Canada then to Mexico, China, India, Brazil and the Phillipines.

 

Software suppliers like ASK, CA, BaaN, IMI, SAP, Oracle and IBM provided big corporations big systems to control global supply chains and achieve the dream of global economies of scale.  The stretched supply chaines required supplier agreement timelines of up to two years which became a problem and eventually bankrupt corporations like Nortel who were competiting with Asian competitors of handsets and telephone infrastructer with product cycles of six months or less.  The Nortel products and inventory, on-hand and future committments was obsolete before it could be manufactured  The large ERP systems compounded the problem as planning cycles were optimized and precise, thoug it was doubtful if the users were capable of assessing the risk or trained to deal with it nor were the suppliers capable of adjusting quickly to the new world order.  Time was speeding up and the corporations with few long term obligations and even fewer long term investments would reap the rewards.  Marketing and Branding followed the trend of cost reduction and increasing speed and internet services and product vendors like Cisco, Oracle and SAP were happy to comply with the direction and push hard when they realized giants like IBM were afraid of leaving profitable territory.

 

Rise of the Internet and Speeding up of Time

One significant consequence in the speeding up of time in business is that products have become commodities and in markets like fashion it may be as little as two or three days after a model walks down the runway in Milan that a knock off or copy of very good quality clothing is being loaded into a container in Asia bound for European and American retailers.  Branding is the only distinquishing feature in the commodity game and marketing the main value driver.

 

From early 2000 to about 2005 marketers had an easy time cutting advertising costs by shifting to PR and internet advertising, mostly around email and simple websites and while a lot was said about electronic commerce not too much was happening, yet.  As cost competition rose so did competition for favourable internet branding position and this cause the creation of a new profession, search engine marketers which could exploit the tendency of people to type a few words into a search engine box and be ‘served’ the answers to their questions.  Google made billions by being a servant. 

 

SEO Entrepreneurs Take Profits from the mouths of Search Engines

It didn’t take entrepreneurs too long to figure out how to exploit search engines and learn to stand between product manufacturers and millions of buyers who wanted to buy their products on-line saving 50% or more in the process.  Soon every brand would be pushed down in the search engine results pages or SERP.  The process accelerated faster with the creation of the Social Media software platforms WordPress, LinkedIn, Facebook and Twitter and soon SEO entrepreneurs could create content and backlinks to easily manipulate the SERP and amateurs realized what was possible and they climbed aboard the gravy train.

 

In an attempt to counteract the trend Google buys Metaweb the semantic database firm, starts its own blog platform and starts archieving Twitter feeds while pushing the SEO entrepreneurs to create video content and feed its YouTube pipe which it aims squarely at the old Media conglomerates.  In the meanwhile Blockbuster Video enters bankruptcy protection in mid 2010 and Twitter reaches over 150 million users, most of them mobile and in countries like Brasil and India.  Sylvester Stallone shows the world the new Twitter marketing resonance rules as his move Expendables first catches and then screams by Leonardo DiCaprio’s Inception.  Stallone is fueled by a clever tsunami like Twitter campaign fueled by millions of Brasillian Tweets.

 

The quick rise of Social Media and Twitter makes it harder to convince advertisers that search engines would or even could continue to deliver the brand value and in late 2008 or early 2009 over half of searches started in Social Media software platforms.  Corporations quickly start jumping into the Social Media and Twitter pool with both feet distressing all of their suppliers who must quickly re-face products that were designed in the late 1990’s to now work in a world where business models and time had accelerated beyond recognition.

 

Twitter Rules Brand Evolution

With only 140 characters the Twitter software platform is able to deliver stunning value by combining content and backlinks so that if a Tweet or micro blog post is not popular it expires.  No need to assess or rank, no need to archieve.  All of the work is outsourced to the Twitter community.  Better still no need to worry about old content, good bad or indifferent, and certainly no need to build server farms worldwide.

 

Instead of charging fees based on ‘clicks’ and forcing customers to spend money and time on SEO that is totally disconnected with sales, Twitter charges advertisers according to how long a Tweet is heard and how far it goes across groups in the Twitterverse.  Unless a Tweet is ‘Re-Tweeted’ it expires though advertisers can promote their own Tweets which means that Twitter will place a very few of them in their Trending dashboard making them visible to millions of Tweeters globally.

 

Marketers get multiple branding messages for free which is a pleasant change from SEO models where a ‘conversion’ or sales ratio of 5% is considered wildy successful, if you don’t count that you have to pay for the other 95% of ‘clicks’.

 

Branding has moved to virtual real time speed with Twitter though marketers haven’t had the opportunity to explore or determine best measures Resonance or the relationship between Customers, Products and Content.

 

We have come to the end of our Prequel and examples of Resonance Measures and the technologies that we have applied for the past three years may be found at http://twitter.com/resonantview or https://speedsynch.wordpress.com or http://www.speedsynch.com

 

Cheers,

Nick Trendov

www.scenario2.com