Advertisers lead Techies #IN realizing SEO is Useless.

Technical folks that admired Google’s technical prowess now realize that SEO is useless, long after Advertisers moved budget to Social Media faster than spammers generating content to ‘dominate’ search results.

“…Anecdotally, my personal search results have also been noticeably worse lately. As part of Christmas shopping for my wife, I searched for “iPhone 4 case” in Google. I had to give up completely on the first two pages of search results as utterly useless, and searched Amazon instead…”

Can SEO be fixed?

Maybe, though the value behind SEO is a better objective, whether SEO is fixed or discarded.

Cheers,

NIck @SpeedSynch nick@scenario2.com @ResonantView

Mobile Resonance Aligns Relationships #IN Groups

Offering mobile advertising effectively is almost impossible until individuals declare specific interests though it is possible to reach out and understand an individual by understanding their group relationships. 

 

Mutualistic relationships are formed among groups, people and content in that groups may align people or content to social or commercial goals; alternatively social or commercial goals may align people or content. 

Mobile Content Explosion

 Content delivery in a mobile platform is no longer an option as mobile handsets are now the interface of choice for internet access in Japan where mobile interactions include payments for goods, services and access to social media groups. 

 Globally Twitter makes it easy to Tweet to get an answer from trusted groups globally 24 hours a day rather than attempting to scroll and assess hundreds of thousands of hits from search engines.

 Resonance Aligns People, Content and Purpose

 Twitter-type Resonance advertising tools provide great value to stressed-out marketers and advertisers who look to reach out to mobile customers as Social Media, data overload, SEO spam overwhelm traditional advertising and media business models.

The links below offer Resonance perspectives for advertisers or practitioners that serve groups or individuals.

 Self-Forming Groups – In Nature

 “Nature shows us how to avoid deadly data overload illustrated by The New York Times article that describes how soldiers are swamped by great bursts of data and deadly consequences that may follow…”

 Self-Forming Groups – Micro-Finance

 “This booklet tells you in simple terms how to help the poor to form Self-Help Groups…”

 Self-Forming Groups – Pharmaceutical

 “Self-forming groups of patients which distribute antiretroviral drugs to those on treatment have proved highly successful in retaining patients in care in Mozambique, and drastically reduced the need for patients to travel to health facilities, according to Tom Decroo and colleagues in a study reported in the advance online edition of the Journal of Acquired Immune Deficiency Syndromes…”

 Join us to explore how Twitter-like Resonance helps you align people, content and purpose in trusted groups.

 Cheers,

 Nick @SpeedSynch  @ResonantView  nick@scenario2.com

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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 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

Two Great Rules offer Insights #IN Opportunities and Risk

“Partners are like horses that wildly gallop as a group to what looks interesting.  Me, I think very briefly about why I would want expend the energy to go there…”  — Advice offered me at PwC from the President’s Octogenarian advisor.

Opportunities and Risk are Inseparable

In its heyday Nortel represented a significant value element of the entire Canadian economy and was very good at risk reduction and contracting forward with suppliers to avoid the component part shortages that plagued the telecommunications industry–until their competitors started compressing the time to introduce new products.  Later competitors would speed up new product introductions even more and Nortel’s inventory ballooned. 

Risk Measures May Increase Risk

The risk reduction strategy of contracting forward may have exposed Nortel to huge self-inflicted risk and eventually contributed to its collapse as it appears risk measures didn’t adequately reflect the future risk associated with long term supplier contracts.  

Nortel was one of the horses that ran to the green meadow without adquate scenario analysis that reflected their reality.

Cheers,

Nick @SpeedSynch  @ResonantView  nick@scenario2.com

Exposed E-Discovery Counsel Struggle #IN Great Data Waves

eDiscovery Counsel may be armed with little more than...

Exposed Counsel?

It seems that eDiscovery currently depends on counsel’s ability to run into a great 100 meter high wave of data, pull out a few liters of water and present it to a judge or jury with the assistance of ‘modern’ E-Discovery tools that provide cover equivalent to a Speedo bathing suit and not much else.

Counsel Struggles in Great Data Waves

eDiscovery Counsel struggles with Great Data Waves

Massive amounts of electronic data must be harvested, processed and analyzed, sometimes in databases that span countries or continents–a costly and time consuming process.Applying our datamining experience illustrates a better, cooler and faster approach to eDiscovery by using tools that help the content declare whether it is important in your eDiscovery work by employing the concept of Resonance and SpeedSynch Resonance Maps.

Overview of Discovery
Under the law of the United States, civil discovery is wide-ranging and can involve any material which is “reasonably calculated to lead to admissible evidence.” This is a much broader standard than relevance, because it contemplates the exploration of evidence which might be relevant, rather than evidence which is actually relevant.

‘Might be Relevent’
The notion of extending eDiscovery to data or content that ‘might be relevent’ is interesting and tends to increase size scope and time in eDiscovery projects as there is no end in sight with ‘might’.

Relevent Scenarios
When an action is launched by a plaintiff the experience of the defending counsel or previous cases usually offer a range of scenarios as a potential outcome of the action.

Working backwards from the outcome scenarios to access the data that would enable their manifestation would reduce eDiscovery time, cost and stress by up to 80%. Plaintiff’s, defendants, counsel and the assets they apply to eDiscovery are focused. 

The Great eDiscovery Data Wave
When you start your E-Discovery project do you feel like your are looking up at a great wave of data about to sweep you away?

Resonance Matters

SpeedSynch Resonance Maps facilitate the employment of a Scenario based E-Discovery approach and SpeedSynch Resonance Maps allow content or data that matches scenarios to float up to the attention of eDiscovery project teams.

Join us to explore the use of Scenario based eDiscovery and the use of SpeedSynch Resonance Maps–help cover your Counsel so that they can do their job better!

Cheers,
Nick @SpeedSynch @ResonantView  nick@scenario2.com

Will Quora Survive #IN 2011?

Quora helps people with answers offer them to people with questions, but will it survive in 2011?

 

Beyond Search

People driven question and answer sites have long offered a unique and simple way to find answers to questions that were either too awkward to describe or that different people described different ways–Ask Jeeves was the one I remember and for its time, it was brilliant. 

 

Ask Jeeves let you enter your question the same way you would talk about it to your neighbour–no special language or boolean searches, just type, and this was a breath of fresh air when the internet was young, Yahoo the leader and Google grinding in the market attempting to convince advertisers they were better.

 

When Google spiders and algorithms go smarter typing the same words into Google would bring back many more answers though it was fairly simple to scan twenty or thrity possibilities and find answers that were richer than Ask Jeeves.  Google then was what Wikipedia is today, simply the best way to find answers.

 

Google later evolved their advertising model and search engine spider algorithms and a funny thing happened, small entrepreneurs realized they could generate content to feed the always hungry spiders and advertisers in order to lift their rank in the search engine results pages.  Almost anyone could rank highliy with enough effort or by hiring SEO gurus to do the work for them, and then, just as it happened to Yahoo, the market moved to Social Media platforms like MySpace Twitter, Facebook and LinkedIn.

 

Suddenly people found that they trusted people to provide them answers to questions rather than the search engine spiders that were fed by the advertising agencies that they served.  Quora found an opportunity.

 

SEARCH and SEO

SEO and search are tightly intertwined as Search offers value to searchers who need to find products, people or answers to questions.  SEO or Search Engine Optimization is a means for companies with web sites or other content to attract the attention of search engine spiders and offer content that will float to the top when a searcher enters specific word combinations or keywords into a search engine window.

 

SEO depends on search engine spiders rewarding companies and search engines spiders need SEO consultants to organize data for them in a way that searchers can understand once it is delivered in response to keywords entered.  The relationship is symbiotic, neither would exist without the other.

 

SEO and Answers

When searchers enter questions into search enginess the search engine algorithms looks for content that corresponds with those keywords and more often than not the content is not specifically related to an answer to that question but rather the corresponding SEO optimization or content links to web sites or content.

  

Impatient searchers now essentially have to figure out which content is actually an answer to their question.

 

SEO appears to add value to searchers while taking value away from brand owners by offering anyone a simple way to promote a website or product regardless of whether they own a product or brand.  Search any brand name and you will see these SEO crews who stand between buyers and sellers on the internet.

 

Answers, Flocks and Swarms

While the internet helps us to find answers, hundreds or thousands of answers may be more difficult to deal with than no answers.  Flocks or swarms have an optimal size according to the object of the group and being too large is a problem so that it appears that sites like Quora may quickly become un-manageable.

 

Flocks, Swarms and Trust

Quora, like other answer sites, depends on flocks or swarms to provide answers to questions, but is it possible to trust an answer that doesn’t align to the way you do business or measure success?

 

Answers may not fit questions for any number of reasons, including;

• Do posters have credibility?
• Do Answers fit your situation?
• Are Answers or Questions posted to boost SEO?

Will Quora Survive in 2011?

As huge flocks of people gather to ask and answer questions in Quora it will be interesting to see if they can survivie the onslaught of contradictory forces created by SEO crews or by visitors being overwhelmed by the number of questions and answers.

 

Cheers,

Nick @SpeedSynch  @ResonantView  nick@scenario2.com

 

 

Avoid Deadly Overload #IN Predictive Mobile Data Analytics, Learn from the Resonance of Flocks and Swarms

Nature shows us how to avoid deadly data overload illustrated in the extreme in recent The New York Times article that describes how soldiers are swamped by great bursts of data and the deadly consequences that may follow.

Flocks and Swarms Resonate to 3 Simple Rules

Flocks and swarms of animals, fish or bacteria gather to avoid predators or find food faster, though the group must somehow coordinate and synchronize movements so group members act in unison without confusion or deadly consequences from collisions and prevent preditors easy access.

Studies show that individuals in flocks and swarms use 3 simple rules to stay together;

1. collision avoidance – maintain a minimum distance from others;
2. velocity matching – matches its own velocity others;
3. attraction – moves towards individuals within a short radius.

…indicates that complex behavior, like flocking, need not have complex rules. Indeed, increasingly complex behaviors are created by very simple rules that govern the relationships of individuals to each other.

Individuals in flocks or swarms resonate as a group and when ‘shocked’ they quickly re-form the flock or swarm.

Great Mobile Data Overload Challenges

There are two great mobile data overload challenges caused by the legacy systems in mobile data business models;

1. Search Engine Optimization (SEO) Results don’t fit Mobile Phone platforms
2. Mobile phone users demand privacy and content to fit constantly changing perspectives

As people move from personal computers and laptops to mobile phones as their interface of choice for internet interactions they no longer settle for old style mobile phone interfaces and search results focused on volume rather than quality and focus.

‘Cookies’ or other means of tracking computer users to understand user perspectives are no longer an option.

Transgressions related to privacy are also top of mind for people worldwide and internet ‘giants’ Google and Facebook when citizens and legislators in Germany and Canada said NO to the privacy violations embedded in their software processes which may have been designed to maximize ‘transparency’ and relied on ‘best practices’ but still out bounds from a privacy perspective.

Facilitate Swarms, Don’t Herd Cats

A popular metaphor to describe the difficulty in coordinating individuals in North America is the phrase ‘herding cats’ because cats are extremely individual and it is extremely difficult to get them to move in a coordinated manner.  And while cats may classically exhibit ‘anti-swarm’ behaviour they also provide a lesson — perspective matters, and if you take a cat’s perspective you would not attempt to herd cats, they don’t like it.  However, cats are social and form into groups with their own operating imperatives.

Mobile Predictive Analytics

The most common shared characteristic of people globally is a mobile phone somewhere on their body. 

Mobile telephone handset users are about to change the rules of the data game as they will drive innovation in content delivery by the simple act of using mobile telephones to access the internet. 

The service providers that anticipate the needs and perspectives of mobile phone users will facilitate their ability to swarm and interact without the stress of data overload, either to the mobile telephone user or the service provider that serves them.

Predictive Analytics and SpeedSynch Resonance Maps

Predictive analytics is an important tool that helps us understand patterns in large data sets and helps us distil the simple rules that we use to align people, content, products or processes with SpeedSynch Resonance Maps.

Cheers,

Nick Trendov @SpeedSynch @ResonantView nick@scenario2.com

 

The Great Mobile Advertising Contest — Align People, Content and Products with Resonance

The Great Mobile Advertising Contest looks to show the opportunities to align People, Content and Products with Resonance.



Maximum Entries and Entry Deadline
This general contest is open to only ten contest entries and all entries must be submitted before end of day January 21, 2011. 

The Challenge
Contestants will use 100 to 300 words to describe their GREATEST challenge in reaching out to customers with their advertising.

Important–All submissions must be submitted via @SpeedSynch with a link to a blog post of 100 to 300 words. Do not submit here!

The Winner
The people that enter the contest will vote to select a second winner.
I will select an ‘honourable mention’ contest entry.

The Objective
The objective of this contest is to help mobile advertisers become aware of the opportunities available to them and how Resonance, employed by Twitter in their advertising revenue model, offers a unique advertising value.

SpeedSynch tools and services can quickly analyze advertising content by delivery channel so that it may be aligned to customer profiles and products.

Technology
We use Microsoft technology, Windows7, Excel, PowerPivot in combination with our semantic technologies.

Other Stuff
One entry per company please, individuals may enter on behalf of companies with their permission.  All contest entrants take full responsibility for any content submitted. The contest is not intended to conflict with Terms of Use or Laws in any jurisdiction and may be cancelled anytime without recourse.

Contest winners will receive the equivalent value of 20 hours of services time to be applied within 3 months with no guarantee of any results to how the analysis may be applied.  The contest prize will be deemed delivered once the 20 hours has been applied to the Resonance analysis of advertising content and contest winner customers.

Good luck!

Cheers,

Nick Trendov  @SpeedSynch  nick@scenario2.com

The Reward
We will apply SpeedSynch Resonance technology to help the contest winner tune advertising content to resonate with present or future customers.

Risk and Opportunity Perception #IN Social Media

Accurate perception of risk and opportunity is important to most businesses and critical during this financial crisis.

 

Scenario Analysis, Risk and Opportunity Perception

I highly recommend Pierre Wack’s “Shooting the Rapids” for two reasons; the fascile conversational way in which Pierre Wack describes scenario analysis as he helps us conclude that it is a high value re-perception tool and the hidden reason, his inference that there is room for innovation in perception measures within scenario analysis.

Wack starts by gently offering us a brutaly brief though elegant synopsis of the prior state of forecasting and scenario analysis — “Things could go this way — or that”.

From “Things could go this way — or that”, a simple truth that is still evident today, Wack gently reveals the simple and unique innovation that raised scenario analysis to a high commercial art; Wack helped executives and managers use scenario analysis to re-perceive their complex daily reality. The re-perception required “rooting” where executives acknowledged the current state of their world and contributed stories from which two or more future worlds would be constructed.

Scenarios Focus Attention

Scenarios, story clusters or future worlds help executives anticipate and prepare for future events to align people, content, assets and processes very quickly once they understood which worldview would manifest.

“Shooting the Rapids” offers a unique opportunity In the age of Social Media platforms like Twitter and Linkedin to executives charged with navigating the current financial crisis by exploiting the Social Media platforms as perception, story and scenario generation platforms.

Social Media Resonance and Scenario Analysis

In my experience Social Media stories are critical to understanding the current state of any busiiness, and scenario resonance is crtical to understand how things evolve and when things change as while executives typically know where to go in the market, on arrival they sometimes find themselves quite far from from their original destination.

Wack’s “Shooting the Rapids” will inspire and help you re-percieve where you are and help you know where to go .

Shell reaped huge rewards with scenario analysis and so can you.

Join us to see how SpeedSynch Resonance Maps facilitate scenario analysis.

Cheers,
Nick Trendov @SpeedSynch  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