Resonance means Bringing ideas from Mind to Market

Bringing ideas to market is the holy grail of Social Media entrepreneurs globally and the European Union has their eyes focused on that prize while venture capitalists eye exit strategies.

The Speed of Change

Social Media andWhen we look at the speed of content changes in web sites, social media sites and Twitter, it is easy to observe how each software platform vibrates at a different frequency–Twitter the fastest, social media slower and websites the slowest.  Competitive analysis and internet marketing must know account for the different rhythms of content change and behaviours seen in order to provide useable insight and strategies helpful to business.  Besides the impact to corporations, the business of search has been impacted by the speed of Social Media and Twitter.

Search Shifts to Social Media

Since early 2009 over half of searchers started their searches in social media platforms and trust or rather the ability to ‘shape’ SEO by almost anyone may have been the cause and the trend appears to be accelerating.  Google and other search engines now appear to be shifting to Semantic search to shake the control of entrepreneurs who rent domain names and create content as fast as possible to stand between buyers and sellers on the internet.

Google or BING, including quotation marks– “Any words used in similar spaces share meaning.” for a practical hands on experience of Semantic search that is different from keyword oriented search.

Insight Shifts to Twitter

Twitter is to SMS as RIM is to email.   Twitter’s success is based on ‘Resonance’ between Tweets and people who read them and Re-Tweet.   Twitter is engaging and with its trending panel stimulates ‘play’ where groups all over the world ‘compete’ to see if their ‘themes’ can beat out those of their competitors.  Winning themes are known instantly though very hard to control.  Obtaining a ResonantView of what stories are trending is critical to adjusting corporate advertising and manufacturing focus and coporations are still very uncomfortable in the new social media and realtime marketing spaces.

Ideas to Market

When taking ideas to market speed counts and coordinating vast networks of people, expertise, intellectual property and manufacturing capacity is important.  Going alone is not an option and the North American approach to innovation, manufacturing and marketing is about to face a fierce challenge by a systemwide approach.

Just like Twitter can be used to ‘synchronize’ thousands of Tweeters,  the EU looks to syncronize tens of countries who may not have the luxury of going alone.  Read the news and events from the EU Pavilion Shanghai 2010 World Expo.

via Bringing ideas from mind to market.

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Nick Trendov


Twitter and the future of Internet Marketing Tools — Part 1

As a social media giant Twitter has already impacted the future of Internet Marketing and the tools used in the craft.

To understand the impact and value of Twitter’s Resonance advertising model to internet marketers we must take a look at search engine optimization or SEO.

Internet Marketing ROI vs. SEO Metrics

Ironically marketing executives have unknowingly and implicitly placed their trust into the hands of keyword ranking reports to guide the future of their brands and products without knowing the impact of search engine optimization or SEO metrics on investment ROI.

The promise of SEO is intoxicating, it simplifies the lives of over stressed internet marketers, is very simple to measure and the defacto SEO metric measure of success has become search engine page rank, Google’s or Yahoo’s or BING’s.

You’ve put your trust in an algorithmic black box.

To SEO marketers the justification for using page rank is simple.  Buyers of your products or services are attached to the internet and use their finger tips to explore purchasing options by constantly typing in their needs into a search engine.  Of course they don’t quite say it this way but as you peel back the statistics and behavioural profiles of buyers, sellers and the correlation between search and internet buying behaviours you end at page rank.

The healthcare industry should take note as it could easily show the correlation between blood pressure or heart rate and a successful purchase outcome related to search engine behaviour to internet marketers.  This link might well result in a renaissance of drug research and boost sales of drug manufacturers well into the next century.

Let’s explore some SEO assumptions and search engine keyword rank might affect you.

Search engine keyword rank is a key metric for internet marketing programs and it;

  • changes constantly regardless of marketing expenditure
  • varies within various data centers where it is measured
  • won’t generate traffic to internet sites because of ‘out of fashion’ or old keywords

Marketing ROI and SEO Programs

Marketing professionals use measures to determine the success of their efforts or return on investments, ROI.  SEO vendors justify the investment in their services the same way.

  • Will an SEO program generating qualified traffic to the site?
  • Is the SEO effort generating phone calls?
  • Is the SEO effort delivering a solid ROI?

When you invest in a SEO campaign it is tempting to attribute new leads, phone calls and sales to the SEO effort and the tendency is stronger as you invest more.

 To avoid this tendency we suggest that companies view SEO as a part of an integrated marketing effort and measure it accordingly.  Start small and see if any time or money should be devoted to SEO.  There are very many SEO success stories where monthly expenditures are less than $1,000 for large corporations and less that $100 for mid-size or small companies.

Two SEO Options

Marketers have two SEO options; they can pay consultants or pay search engines.

You will find millions of words to justify the differences and nuances of value between the two but it would be much faster to call Yahoo, BING or Google directly and then call the ‘organic’ SEO vendors.

 Marketing ROI and SEO Reports

The size of the SEO reports you receive may vary according to the amount of money you spend. That is not to say that your SEO vendor shouldn’t be delivering reports, but the question is whether they justify the work delivered or whether their focus is on the objective of the marketing campaign.  Since outside vendors are often excluded from the larger marketing tactical and strategic picture the reports should be very thin and the real assessment should be made with internal reports that blend measurable results with on-going marketing efforts.

SEO, Sales and ROI

By its nature SEO can only focus on keywords and we must assume that you have placed a considerable amount of trust that your ability to influence the keywords that are returned in a search engine results page or SERP are directly correlated to more traffic for your internet sites and then highly correlated to incremental sales for your brands or products.

SEO vendors often avoid hard questions about the correlation of SEO to sales because it is hard to prove in the past or guarantee in the future.  Marketers have the same problem with their investments and this ambiguity and risk is normal in business, stressful as it may be.  However, the focus of most SEO efforts must be understood if they are to be assessed for ROI returns correctly and improved over time.  SEO vendors focus on competitors and keywords.

Competitors and Keywords

SEO vendors look to competitors’ products and web sites to determine if any of their keywords are important to you.  If they are they immediately focus on tactics to ‘dominate’ the keyword, which means that after a ‘successful’ SEO program when any searcher enters that keyword combination into a search engine your brands of products will show up higher than your competitors.  End of story.  The rest is up to the searcher and luck.

Of course there are millions of words that are on the internet as to how difficult this is to accomplish, assuming that this result will help you, and the different ways to ‘dominate’ keywords to your benefit. 

There are many reasons to avoid this type of reasoning and ways to save considerable time and money while still benefiting from some SEO expenditures.

SEO is a Bad Investment

Since late 2008 most internet searches or rather the place where people have started their search for information or a product or service is a Social Media software platform–Twitter, LinkedIN, YouTube, Facebook and seemingly millions of Word Press blogs.  SEO is focused on search and search engine results pages and is much less effective in the Social Media islands.

 The people with advanced SEO skills stand between you and the search engines and the product manufacturers that they serve, they are not who talk to you about SEO programs and to see who they are enter “cordless drill” into the search engine of your choice and open up the first 10 links.  The probability is that Amazon and Wikipedia will be in the top 10 and the rest will be SEO crews who step in between the product manufacturers and you.

 If large multi-billion dollar corporations can’t do better than this, how can you?

 This is the first of a two part look at Twitter and the future of internet marketing tools.  Twitter has recently announced its Resonance advertising model and taking it to market initially in the form of promoted Tweets.  In part two we will look at the opportunities Resonance present internet marketing professionals as some practical tools and tips to get the resonance you need.

Nick Trendov is the Producer of SpeedSynch internet marketing software.

SpeedSynch software employs Semantic meaning to map content relationships internally and externally from a corporate perspective and in mid-September will host five corporations in a working group to evaluate Resonance based customer profiles.

Twitter has stepped up to introduce Resonance as the driver of its advertising model and the an alternative to the eroding value of SEO and PP or pay per click advertising.

Resonance and its application to internet marketing is highlight at these two blogs; and

Auto Post vs By Hand for SEO

Do you get better SEO ranking and customer awareness when you distribute content across social media sites by hand versus an automatic tool?

Is this different than email spam?

If you can automatically generate and content to complements people or blog perspective where you will post then it is not spam.

If you post virtually the same content in response to different people or blog perspectives then many might considere it spam.

‘By hand’ infers personal touch and content perspectives aligned to the meaning of the person or blog where you intend to post.

Why not use an automated process that includes the judgement of a person who might also adjust each post ‘by hand’ if needed?

Use Twitter
Search to find where to post your content by following links in Tweets.  Twitter Rules SEO value.

Use SEO Reports
Use SEO Reports if possible to examine the ‘meaning’ of the content where you want to post.



Read the content and adjust your post to complement or support or provide another perspective to the content you have discovered via a Twitter search?

Twitter Rules SEO
Tweets provied multiple perspectives of the keywords in your content.
Find the Tweet that is closest to your content perspective and toadjust much less ‘by hand’ content which means you go faster. 


Here Twitter and SpeedSynch provide immediate perspectives and meaning that ‘cut and paste’ posting systmes lack.  Twitter and eyeballs would do the same with a little practice.

Google will penalize the client for which you are building them unless you adjust the posts, ‘by hand’ or not, they will probably be rejected or labelled spam and most probably be considered ‘similar’ by Google which means the backlinks that you are attempting to create will be worse than useless.

Good luck with it.


Twitter Rules SEO

Twitter rules SEO

  1. Twitter reflects Searcher and Customers needs today.
  2. Use Semantic Meaning to create instant backlink value.
  3. Synchronize your content Web sites or blogs with Twitter.

Note the two SEO Reports below, Twitter on left and Web blog on right–Twitter reflects perspectives NOW and the Web blog reflects perspectives that are longer and slower to change.

** Double click on the image below and then click again to enlarge or use the zoom feature on your browser.

Twitter vs Web blog SEO Reports by SpeedSynch Internet Marketing Tools Software

Perspectives and Value: Twitter is NOW...Web site/Blog change much slower

Ask us about how we use Twitter to create high quality and relevent back linkes NOW rather than wait for SEO tools and techniques that take weeks or months and are out of date when they are delivered!


Nick Trendov

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