A significant IBM SPSS Social Media and SEO error

I like SPSS and have a good amount of respect for IBM though a recent email promotion has me confused because it appears to be all about IBM, lack customer empathy and is simply a Social Media and SEO disaster.

I received an invitation to download a Nucleus research report and after reading it created the 2 SpeedSynch Social Media maps to provide another perspective. 

Social Media and  SEO professionals should immediately see the reason the email is a Social Media and SEO disaster.

The SpeedSynch Social Media maps below tell the story in reverse as it is very effective and more importantly I have yet to master this new WordPress UI!
SpeedSynch Social Media map shows why IBM SPSS felt good about this email promotion disaster

SpeedSynch Social Media view of the Nucleus IBM SPSS email promotion

 

A SpeedSynch map of content shows lack of customer empathy
SpeedSynch Social Media map shows lack of customer empathy in IBM SPSS email promotion disaster

 

IBM SPSS email promotion disaster

Nucleus email starts an IBM SPSS email promotion disaster

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Create the New Normal

Why adjust to “the new normal” when you can create it and Google helps you with the new Caffeine algorithm

The ‘normal’ for finding  and serving customers has moved from door knocking, to telephone calls to networking and now to social media.  Indeed we don’t do one of these things, we do them all as customers now have infinite choice of products and more importantly can define their problems and solutions or questions and answers in any way.  And they do much to amazement of marketers.

One of the simplest concepts of antiquity was in order to succeed you had to find a mentor who would show you the skills to succeed and this is possible today simply by looking at BING, Yahoo and Google.

By understanding how they respond to customer keywords entered into their search engines you understand what is in the customer’s mind or their new normal.  Align your product to their new normal to succeed.

How is this done?

Look at your products and understand the stories around them, which processes they accelerate and how they enforce process compliance when they are used.  Every product and service make something go faster or easier or ensures that for safefy or other reasons you do things a certain way.

If you products don’t reflect the new normal of your customers they should be changed or you should teach your customers how to use them according to the new normal.

Cheers,

Nick

@speedsynch www.speedsynch.com www.transMediaSEO.com @resonantview

Google CAFFEINE knows what’s in Customer’s Mind

What is in customers minds is a question or answer and sometimes both,  and in my experience ‘customers’ define or refine questions or answers to address specific objectives determined by their focused perspectives.

Once they find and refine their questions or answers then they need a way to evaluate products to match.  Indeed most of the time the ‘best answer’ is ignored as there is no simple way to find a product to deliver it.

Try this sequence;

1.  Engage by helping people define and refine their questions or answers.
2.  Offer simple navigation to product options to deliver answers.
3.  Offer simple measures comparing questions, answers and products.

Click or select map below.

http://tinyurl.com/s5mapsAXCIOM shows how to align questions or answers by focusing on web and social media sites.  The analysis is mashable is that it can be blended may ways.

Top Graph–Web site themes or stories
2nd Graph–Detailed web site relationships of stories
Theme Stacks–keywords from key website pages visited by customers
Twitter Graph+Theme–used to compare what company projects via Twitter compared to Web site

‘Customer Mind’ or Neuropersona
Take customer survey, blogs, comments, call center interactions or other and create a GRAPH and THEME stack.  Compare it ot the GRAPH and THEME stack on the company web site and Social Media spaces, including LinkedIN.

The resulting analysis shows the alignment of content to what’s in the customer mind so that you know who and where to adjust.

SEO and PPC
The Theme stack tells you where to focus for SEO and PPC.

Decoding Google Caffeine
1. Pick the top Theme words from above and enter into Microsoft’s AdCenter or Googles Adwords tool.
2. Take same words and enter into Yahoo, BING or Google to identify top 10 URLs important to getting into the customer’s mide or THEME stack.
3. Determine the keywords ABOVE your THEME stack according to Google, BING or Yahoo.  Here you build a LADDER of keywords and your THEME words are usually somewhere in the middle.

What is the LADDER?

The ladder is what Google Caffeine determines is important to the person entering the keywords into their browser window.  In other words anybody that enters the words on the top of the ladder will see URLs associated to the top rung first and other rungs later.

SHORT ANSWER
Google knows what is in your customers mind.
You need to optimize for any keywords above your keyword focus to ensure people find you.

Cheers,
NIck
http://www.twitter.com/transmediaSEO http://www.speedsynch.com http://www.neuropersona.com

Social Media Software, wired, tired or expired?

We used SpeedSynch TransMediaSEO to map the stories of Social Media software vendors Radian6 Hootsuite and Scout

Which Social Media software vendor is Wired, Tired or EXPIRED?

Three software companies want your money to tell you about social media trends and analysis. 

We used SpeedSynch TransMediaSEO to map the stories that they tell.  One looks like a brag sheet, the other displays sensitivity to customer needs and the other, well you decide.

Can you guess which one is which?

Cheers,

Nick www.speedsynch.com www.TransMediaSEO.com www.neuropersona.com www.scenario2.com

Google targets RIM

RIM has a lock on Enterprise email and is popular in the consumer market for many reasons.

Does Google has RIM in its sights?  Probably as email is used by everybody every day.

Here is what Google’s Chris Messina appears to say;  Mail is slow and awkward.

Google targets RIM via EMAIL

RSS story volumes will KILL YOU

Google SALMON is your SAVIOUR!

It is an interesting contradiction that email is still the number one killer application worldwide.  SMS is just a variant and Twitter is another email variant that can be used for accelerated learning.

Will Google take out RIM?

Not sure but it seems that adding technology to a problem that has been solved many years ago is silly. Unless the prize for Google is BIG.  Then again Google is about profit not Social Media or Social Justice as Messina tries to imply.

Cheers,

Nick www.speedsynch.com www.transmediaSEO.com www.neuropersona.com www.scenario2.com

Why the SEO Bubble will hurt you.

The SEO Bubble is about to Burst.
Social Media makes ‘organic’ search and pay-per-click business models redundant as people that interact with social media sites don’t visit branded commuities but rather follow branded conversations.

Conversations have replaced websites when it comes to trust. Even if a website is visited first invariably buyers move on to a social media site to engage in or listen to conversations to help them define and refine questions or answers needed to find and refine product choices.

What does this have to do with SEO?
In the old days, ok yesterday, if someone found ‘good information’ or a ‘great product’ they would buy or at least browse. Now they go elsewhere to validate their decision or confirm the information received to reduce their risk.

Measures are Critical
By changing their purchase patterns customers break the connection between a purchase, decision and information gathering and sellers can’t measure their success or adjust their processes or predict with any certainty how they might deliver higher value to their customers. Today they are blind.

Software is Broken
Software is created to accelerate or measure specific processes precisely. Social Media is a big problem for old school software makers who apply their ERP era software assets to measure web interactions and re-tread them again to measure social media interactions. Visitors don’t move from one to the other, now they spread their conversations and interactions across all of them.

The storytellers call this Transmedia storytelling and parts of the story or conversation are revealed in different spaces and places. The software that only measures one place or can’t combine conversation snippets across many places or spaces is worse than useless. It is misleading.

Mis-Aligned Measures Mean Disaster
During recent Tsunami’s the ocean tides receeded very far causing awe in the tourists who walked out into the dry ocean floor. The locals ran into the hills and only when the Tsunami wave rolled in did the tourists understand that their measures were mis-aligned with reality.

Pimp that Domain
Currently many SEO ‘experts’ make a good living by finding how search engine visitors ask questions and then strive to build content so that the search engines will take the questioner to their sites where they hope the visitor will buy something from Amazon and provide them profit from heaven as they step deftly between buyer and seller.

If this sounds like buying a house, slapping on a coat of paint and selling it, well it is close.

Financial Crisis caused by Social Media
Social Media allows people to avoid this whole process by skipping from conversation to conversation rather than domain to domain.

Where is the Pain? 
You and your customers rely on SEO and search engines just like the pension funds depending on overpriced assets to look good.  When the measures shift hard the Search Engines, like the big banks, have the resources to adapt and adjust.  On the other hand if the banks had the desire the financial crises would have happened.  On the other hand plenty of homes were built and eventually they will be occupied.  The SEO crisis is a little different, more like the tulip craze.  A search engine without traffic is useless and you don’t profit from a website that can’t be found.

Bye Bye Search Engine
Will search engines adapt to the large shift to Social Media and Transmedia storytelling?

NOPE. They like the Tsunami tourists are in awe of their profits.

Cheers,
Nick www.speedsynch.com www.transmediaSEO.com www.scenario2.com www.neuropersona.com

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