Google’s Video Gamble

Google invested heavily in the popularity of video with their YouTub acquisition, will it pay off or was it a desperate gamble?

Video is compelling and it is easy to make the comparison between ‘old Media’ television conglomorates and Youtube–video, ads and audience, but another significant trend is playing itself out in the internet world, the ‘shift in trust’ from corporate web sites supported by Google or other search engine services providers and Social Media.

The SEO or search engine entrepreneurs who made huge profits by educating companies about the ‘value of search’ and search engine optimization and later by ‘claiming’ domain names appear to be erroding the value of SEO for brand marketers as it is difficult to displace them from the top Google page rank in ‘organic’ or free search.  Likewise the ‘searchers’ or people that look for information or products in search engines have notices that the same companies, the ones who spend the most on advertising, are coming up as the ‘answer’ to their question.  This lack of trust or perhaps credibility related to the search engine ‘results’ has motivated and accelerated the movement towards Social Media to the point where over half of all searchers today by-pass the search engines.

SEO Gurus and Video

The movement towards Social Media and parallel movement away from SEO has dropped the profits for Googles search engine partners and it appears that Video may be the new or re-newed focus.  Since early 2010 the SEO folks that have supported Google in the past 5 years have been nudged towards creating video for YouTube posting and Google offers many courses on how to best create, tage and post video for high search engine results visibility.

Video and Value

While there is almost an unlimited amount of video today it is an open question as to how valuable it is given the time needed to create and support it.  One thing that most people discovered is that content, simple text and images, had to change very fast as the people that needed information or products had changing needs.  Indeed it is very difficult for manufacturers of content or products to keep up to the onslaught of new content needs.

Video takes more time and resources to create and view so the assessment of wether it would add new value is a risky one.

Twitter Innovation

Twitter is the wildcard that no SEO analyst would have predicted as by leveraging the user interface of the mobile phone, essentially an 140 character SMS application, Twitter had a means to avoid SEO spamming and reach a global audience with a familiarity unmatched by the search engines–conversations.

As mobile phones become the preferred Social Media windows, just as the Blackberry is the preferred email window, the relevance of search engines and SEO which delivers thousands if not millions of ‘results’, errodes.  Mobile will undo SEO and change search engine economics very quickly.

Mobile and Old Media

In our experience video is a nice complement to content or product manufacturers and practically valueless to content or product seekers–too much time to find, view and assess.  It does however provide entertainment and an alternative to ‘old Media’.  Companies like Google perform significant analysis before acquiring other companies and business models and we may see whether their YouTube investment was a shrewd buy or gamble in the next year or two.

Cheers,

Nick Trendov www.speedsynch.com 

Advertisements

Two Microsoft Acquisitions Guarantee Changes #IN Social Media

Microsoft executed two strategic acquisitions that will add tremendous value to their Xbox gaming platform and drastically change Social Media.

The Canesta and 3DV acquisitions add depth perception to digital cameras and more importantly it is expected that you will be able to interact with games or images with your whole body rather than with your finger tips by either typing or manipulating a mouse or track pad.

How will Microsoft Change Social Media?

People that go to blogs or Social Media platforms have a big problem called content navigation–it is too hard to find what you need, and the trust gained by going to social media instead of search engines is bogged down by limited user interfaces to help you find what you seek.

Adding body gestures and 3D interaction tags will allow Microsoft to push data to people even faster as they will be able to ‘sort it’ as quickly as needed.  From the perspective of people finding data, they will be able to dive into Social Media content pools and quickly determine where to go.

360 Content will Stress Social Media

Social Media platforms are already stressed out by the massive amounts of content created by their community members and the advertisers that covet their attention and Microsoft’s upcomming innovation will add more content faster.  The additional content is a challenge and opportunity for Social Media sites.

We address Social Media content navigation with our SpeedSynch Resonance Maps which take Products to People and People to Content according to specified goals and metrics.  The same approach is easily extended to accommodate the content expected from Microsofts two acquisitions.

Contact us to see how SpeedSynch Resonance Maps can help you today and prepare for the innovation that we know will happen tomorrow.

Cheers,

Nick Trendov www.SpeedSynch.com @SpeedSynch

 

 

From the New York Times

Microsoft said on Friday that it was buying Canesta, a small Silicon Valley company that specializes in gesture-recognition technology.

Interest in this technology has surged because it lets people control computers and other devices through hand movements and other bodily gyrations, in similar fashion to the systems depicted in futuristic films like “Minority Report.” …Canesta makes chips that, when coupled with a digital camera, give all manner of devices a sense of depth perception for the world around them, letting them “see” in three dimensions…Last year, Microsoft acquired 3DV systems, a company with similar gesture recognition technology. That deal coupled with the Canesta purchase may prevent competitors from acquiring these 3-D abilities and cut off potential intellectual property squabbles. Canesta has secured 44 patents in this area and has more pending.

Executives Will Never Understand Trust #IN Social Media

I took another look at one very interesting Twitter feed yesterday with our SpeedSynch Resonance Maps and noticed the posts about Nokia, Chevron and ExOfficio and an interesting pattern emerged. 

These companies treat Social Media as a pool of stories which is different that most executives who treat Social Media as a source of answers and questions.

SpeedSynch and Resonance is about stories.
SEO and search engine optimization is about questions and answers.

Trust goes to Social Media becasue of Story Resonance.
Trust leaves SEO because the answer is the same to any question–a sponsor’s product.

It is hard to explain this without images and when you are ready contact us to set up a Skype webinar which may answer the questions that you may have and stimulate others.

Cheers,

NIck Trendov www.speedsynch.com

Social Media, Prediction Marketing Rules #IN BrentDPayne’s Resonance Map

  • Global sourcing and Social Media marketing helps most people find most products, fast.
  • Opportunities to increase sales of almost any product, regardless of competition, depend on fast learning
  • The concept behind Prediction Marketing is simple, use forward facing indicators to determine where customers are going.

    We do this by understanding ‘resonance’ or what is on the mind or people or corporations or organizations based on Social Media conversations and content.

    BrentDPayne’s Twitter Resonance Map

    I don’t know Brent D. Payne but here is his Twitter Resonance Map created with our SpeedSynch internet marketing software.

    I found Brent D. Payne’s Twitter site after looking at Market Sentinal UK firm that offers brand perception analysis.

    Market Sentinal’s Twitter and Web Site Resonance Maps

    Look at three SpeedSynch Resonance elements on Market Sentinal’s Resonace Map above to see similarities and differences;

    1. Twitter Resonance
    2. Web Site Resonance
    3. Content Resonance

    Twitter Resonance Changes Fastest

    There are two significant advantage of ‘watching’ or ‘listening’ to Social Media conversations on Twitter

    1. Tweets reflect ‘top of mind’ virutally instantly
    2. Tweets are very difficult to spam or influence or shape by marketers

    Resonance and Prediction Marketing

    The link between Resonance or what is ‘top of mind’ and Prediction Marketing is significant and may be a stronger indicator of future buying demand than Search Engine analysis because Tweets often contain the context of the question or highlight the value required by people who search for information or products.  We look to Persona Behaviours to indicate future buying behaviours and we build Persona quickly with SpeedSynch Resonance Maps.

    Prediction Marketing and Persona Behaviours

    Marketers have a hard time resisting the temptation of taking past sales and marketing analysis to guess at future buying behaviours of their customers because it is easy, the numbers can be found quickly from point-of-sales systems, sales reports and colourful analytics dashboard views.  Everything is clearer after one or two weeks but there is a question that historical data won’t answer–what will we sell tomorrow.  To determine a reasonable answer to this critical question it is important to find out what is happening with our customers or rather their ‘common behaviours’ today.   We help our customers do this by looking at Persona Behaviours.

    Understanding how customer behaviours are changing allows us to tune our customer demand models and adjust our market offers to incent or dis-incent behaviours by adjusting our advertising, pricing and Social Media conversations in a synchronized fashion.  Understanding customer Persona Behaviours also helps us synchronize our content across media channels and align our media spend according to the Persoan Behaviour trends that we find in Social Media and our other market information sources.

    Aligning BrentDPayne and Market Sentinal Resonance

    If we wanted to get Brent D. Payne to the Market Sentinal site we would have to adjust content somewhere on the Market Sentinal web site so that it resonates to what he needs and looking at Twitter gives us an indicator of how this may be done.  Sending the Market Sentinal ‘product’ to Brent D. Payne requires that the content be ‘pushed’ out via advertising or SEO in a fashion and in a channel where he would see it or be made aware of it indirectly, perhaps by members of the communities that he frequents.

    Learning Amplifies Resonance

    Now if we assume that Brent D. Payne has managed to get to the Market Sentinal web site or Market Sentinal product information was delivered to him then we have a significant opportunity.  The ability to convert prospective customers to paying customers requires the use of learning.  Both Brent D. Payne and Market Sentinal must quickly learn about the other and find the fastest way to deliver value according to the questions or answers that are ‘top of mind’.

    Indeed unless learning happens quickly then the resources expended to get Brent D. Payne to a web site and the time that he invests there is practially useless.  Learning is what amplifies the success of Resonance and learning is often overlooked when creating ‘landing pages’ or content that is delivered to people when they are attracted to web or Social media sites.

    SpeedSynch Resonance Maps and Fast Learning

     Contact us to see how SpeedSynch Resonance Maps get People to Products, Products to People and facilitate Fast Learning.

    Cheers,

    Nick www.speedsynch.com

    Resonance Rules Trump Social Media Conversations @SpeedSynch #IN

    Most Social Media marketers tend to promote the idea that ‘shaping’ or influencing conversations leads to marketing success, though in our experience the link between ‘good conversations’ and marketing success is hopeful at best as you can see from your own experience.

    Talkers and Voyeurs

    Conversations are about talkers or posters in the Social Media community platform spaces where roughly twenty people ‘listen’ or lurk in the background for everyone that ‘talks’ or posts.  They rest of the people in a Social Media community listen or watch what is going on and may or may not find the conversation or other content in the place or space that they visit.

    Voyeurs and Success Measures

    Since late 2008 more people have started searching for things or information they need in Social Media communities rather than Search Engines and the trend to listening to ‘people rather than machines’ has accelerated since then with the cooperation of Marketers and Advertisers who have begun to shift most of their marketing budgets to Social Media platforms and away from Search Engines Pay-Per-Click or Organic SEO and traditional Media sources. 

    The shift of marketing budgets has also changed success measures as Social Media communities are not the same and range in value provided by software suppliers that include Facebook, LinkedIn, MySpace and Twitter among others.  Each platform provides slightly different value to members and advertisers alike, some facilitate commercial transactions, others social interactions, while others are better at getting people to the information or relationships that they need in order to choose what to buy when.

    Most of the new success measures focus on ‘talkers’ or people that interact with the Social Media platforms rather than the relationships of People, Content and Process or work.

    Success and Social Media Conversations

    Social Media, unlike corporate sites or blogs typically contains ‘advertising or marketing messages’ imbedded in content or conversations.  The implication is that ‘Social Media’ is not ‘corrupt’ and people provide their own opinions and perspectives about products.  However in practice it is easy to see where manufacturers, re-sellers or service providers ‘stuff’ blogs and Social Media spaces with ‘favourable opinions’.

    Opinion ‘stuffing’ is similar to and often related to Search Engine Optimization or SEO keyword stuffing where people or companies try to ‘control’ keywords typed into search engines and direct the folks who type those word combinations to their sites regardless of the suitability or affinity or resonance of the web site content and the person who is looking for something.  Social Media conversations are used as a ‘gentle way’ of accomplishing the same thing as ‘keyword stuffing’, conversations are started or amplified so that the conversation sponsor benefits by inflencing people in the Social Media space.

    Social Media Conversations and Twitter’s Resonance Innovation

    The idea that conversations are friendly and trump advertising is a romantic notion at best as any advertisers knows how to bend, shape and twist converstations to highlight their products and services.  Posing as a happy customers or ‘leading’ a conversation like a skilled courtroom barrister or lawyer is also not very honest though it happens quite often and many Social Media companies explicitly offer services that promise successful results using similar techniques.  Twitter on the other hand actually prevents this type of behaviour or promotion or marketing from being very effective since the number of lurkers or voyeurs outnumber the ‘conversationalists’ or bloggers by at least 10 to 1.

    With Twitter the ‘promotional’ content, unless it is a paid promotion, dies as there are not enough real customers repeating or re-Tweeting.

    Twitter Resonance and Amplification

    If Twitter doesn’t provide and advantage to marketers who hope to shape or influence conversations then what?  Consider the opportunity to ‘amplify’ what customers are telling you and indeed Twitter will only allow paid promotions of Tweets or posts that have been posted previously on company Twitter streams and not specially crafted posts or Tweets.

    Call us to see how our SpeedSynch Resonance Maps measure what is important to your customers and help you amplify what they need.

    Cheers,

    Nick www.speedsynch.com

    Measures make Competitive Analysis Predictive #IN @SpeedSynch

    Competitive analysis is typically backward facing as it relies on measures and stories that happen in the past, but there are ways of making competitive analysis predictive.

    Predictive Measures

    Predictive measures are those that help you anticipate and exploit future events, much easier said than done, and very much on the minds of executives mostly as a way to mitigate risk.  However, there are simple ways that it is possible to identify future opportunities and the measures that indicate where and when they might happen.

    Measures and Relationships

    In business there are two broad types of measures used–measures that indicate

    1. GOALS or objectives
    2. DIFFERENCES between goals and outcomes

    While comparing these two measures is very simple it is the detail that provide us with the greatest opportunity to understand what happened or how we may adjust along our path towards our objectives.  The detail in measures is provided by three significant relationships.

    1. PEOPLE
    2. CONTENT
    3. PROCESS or Work

    Relationships and Predictive Analysis

    Understanding the relationships of people, content and process related to each goal allows us to understand when things change with our customers and prospects.  Quickly adjusting to market changes then permit our estimates and goals to be tuned as we go to market and help shape future options for our customers and prospects.

    Measuring carefully or rather letting your customers and prospects adjust your measures and future goals provides a unique element to your competitive analysis, it becomes predictive.

    Predictive Analysis and Resonance

    We typically skip the market analysis part of this relationship because we prefer to take the customer or prospect perspectives of measures and content requirements.  This approach is simple and employs the concept of Resonance which has recently been championed by Twitter in their Advertising model.

    Resonance is a simple concept as employed by Twitter, if content is popular it is Tweeted and Re-Tweeted.  If content stops being popular then it ‘dies’.  Essentially Twitter is a ‘market space’ where the Twitter community ‘votes’ and where it is easy to see if and when members of the Twitter community ‘spam’.

    Resonance and Spam

    One of the significant impediments to adding a predictive element to competitive analysis is spam, simply because spam distorts analysis by placing artificial importance to products or people which is difficult, if not impossible, to compensate with traditional or social media analytics tools.  We use SpeedSynch Resonance Maps to augment competitive analysis and provide a predictive value based on persona behaviour.

    Contact us if adding a predictive element to your competitive analysis may help you.

    Cheers,

    Nick www.speedsynch.com

    Resonance, Prediction Marketing and B2B ROI #IN

    Applying ROI to Marketing is occassionally treacherous as it often creates a debate about what may be measured and what is ‘soft’ or ‘just a guess.  In my experience I have found that ROI calculations are based on political choices related to formulaes and time whether the project is related to building a new factory, buying new bottling equipment, justifying a new computer hardware server or marketing. 

    Deep dig enough and it is all ‘soft’, precise as it may appear.  Now lets get to Marketing ROI.

    B2B ROI is different that B2C ROI because of the behaviours of the prospects or customers that buy products from businesses.  Business people buy products to consume though most of their expenditures are embedded into their products or services for re-sale, hence the distinction B2B.

    B2B buyers or the decision makers that decide what to buy and when act differently so our meausres of ROI must be different.  Marketers must spend money differently on identifying customer or prospect behaviours and delivering messages to support the sales of products or services to B2B buyers.

    Prediction Marketing, all the current rage, is not based on ‘past’ behaviour but rather our ability to predict future behaviour which simply means understanding where are our prospects or customes going rather thant where have they gone in the past.

    We use a combination of Predictive Marketing and determine the ROI values important to our customers or prospects to determine where they are going so that we know how and where to deliver our value propositions.

    Contact us to see how SpeedSynch Resonance Maps and Predictive Marketing can help you.

    Cheers,

    Nick www.speedsynch.com

    %d bloggers like this: