Allaluia -- How to Measure, Map and Manage Content Resonance

#speedsynch #eDiscovery #curate #advertise #transmedia #crossmedia

Top 3 Business Stresses of Global Financial Crisis

In times of global market change or chaos there is a natural tendency for customers to demand more value from products they consume which manifests three key stresses in the business that produce or re-sell the products where they buy.

  • Marketing and operational content focuses on out of date customer measures
  • Business software uses old measures which misses new customer needs
  • Process efficiency is measured by old measures

Fear and Change

The most significant impedement to changing metrics is fear of loss which impacts businesses much more than customers who change their behaviours because they demand more. Business fears losing customers though in these times of global financial crisis it is a misguided fear as their customers have changed how they measure success and only the businesses that change how they measure will align with the new customer reality.

Businesses that fear changing their measures, like the gambler that refuses to change their lucky shirt or underwear they wore when they won big may soon get a big surprise.

 

Old Measures create Risk

 

Risk or rather the fear of the consequences to the exposure of risk is a key top-of-mind topic for good executives and oddly enough old measures actually create risk by exposing executives to risk by not making them aware that things have changed and fast action is required to retain customers or successfully deliver a project.

Predictive Analytics & Old Measures

Business is moving rapidly from older business intelligence software and techniques to embrace predictive analytics to adapt to the turmoil in global markets but unless their customer and business measures are re-aligned or tuned predictive analtyics will take businesses quickly to a place where the customer no longer appreciates.

Tuning Measures with Predictive Analtyics

Predictive analytics may be used to tune business measures by helping the business understand the changes in customer behaviours and this is done by starting with the customer and then tuning internal measures accordingly.

How is this Done

The first stage of using predictive analytics to tune measures is to understand the impact of measures in three steps.

  • Identify measures used to analyze products, content or customers
  • Tune the measures to reflect current customer and market needs
  • Update all software or processes to employ the new measures

Once we understand the process and software impact of measures they may be tuned to reflect new customer or market need and then we apply predictive analytics to understand when and how measures might change in the next 12 months.

Focusing on moving to measures that reflect customer and market needs today is a big improvement for most businesses big or small and predictive analytics combined with scenario analysis or future customer needs then anticipates how to tune measures to exploit future opportunities.

Ask us about reviewing your measures and using predictive analytics to determine which measures to tune to reflect the present and future needs of your business and customers.

Cheers,

Nick Trendov @eDiscovery_ @ResonantView @SpeedSynch nick@scenario2.com @Scenario_2

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Twitter Resonance Maps: Lets see what's #in everyone's mind

Twitter Resonance Maps lets you look #in to what's on anybody's mind quickly and simply.

SpeedSynch Resonance Maps of @DanielRodic and while @SpeedSynch speeds up the ability to see what's top of mind and put you into many digital spaces at the same time, it is the power of @Groups_Groups that will define content value very quickly.

S5-drodic2

S5-drodic1

S5-drodic3

S5-drodic5

S5-drodic4

Cheers,

Nick Trendov @Groups_Groups @SpeedSynch @ResonantView

RIM aims to Rule Social CRM and win the battle for your Eyeballs

It looks like RIM has a great chance at winning the Social CRM battle for your eyeballs--a battle that Apple doesn't even know about, because of GIST, but can they trump both Yahoo and Google?

What is GIST?

S5-gist

Gist looks like a great competitor for Yahoo Pulse and no doubt will be confused by many people as a Social CRM application, indeed this is what Gist says, but don't be confused, it is an aggregation space that allows users to switch perspectives between people, companies and content.

We are looking to Gist to take our Resonance Maps above and treat them like another content source.

Keep a close look at Gist and RIM as we believe they will be a formidable combination in the market which has left SEO behind in the dust and is moving from Social Media spaces to a Groups focus.

We believe Advertisers, Executives, Lawyers and Marketers will quickly learn to fear groups.

Cheers,

Nick Trendov @eDiscovery_ @ResonantView @SpeedSynch nick@scenario2.com @Groups_Groups

Learn from LinkedIn use of Twitter's Mobile Content Delivery #IN Relationship Building

Nicole German, the marketing head for LinkedIn Canada is responsible for educating the Canadian marketplace about the value of connecting to the world’s largest professional network and she uses Twitter's mobile platform to nurture her relationships.

Japan, Mobile Content and Advertisers

Mobile is the hot space for advertisers, content aggreagators and represents and opportunity and risk for your company.  Traditional software vendors like Adobe quickly shift their products to offer adertisers hope when traditional market models have imploded--

"...Advertisers face an ever-shifting media landscape. Traditional media are giving way to the emergence of new digital channels such as mobile devices and social networks. Customers have greater choice in where they go for their preferred brands, making it harder to keep audiences engaged. Successful advertising increasingly requires compelling content and greater focus on data and analytics than ever before...." --Adobe.com

In Japan mobile is the on-ramp of choice to access internet social media platforms and the content curation they provide--

“In Japan people want what they want, when and where they want it…mobile vs. pc access is running about 50-50...page view requests from mobile exceeded pc for the first time in 2010.”  Lars Cosh-Ishii Representative Director, Mobikyo

Relationships and Twitter Resonance Maps

The stories that flow along Nicole's Twitter stream show very quickly what she feels is important to her current and future customers.

Click here to download:
S5-NicGerman-SpeedSynch.pdf (484 KB)
(download)

Content must be Accessible and Mobile

The content Tweeted by Nicole must be accessible and useful to build and nuture customer relationships and in our experience Twitter provides both because;

  • We see what is top of mind for Nicole with a Twitter, blog or other content Resonance Map illustrated above.
  • Twitter is content and people bridge accessible via a mobile phone and critical as people demand mobile content access

Content Curation vs Content Resonance

If you are Oprah you partner with Discovery Channel and curate content for millions of people, and they love it--but is this for you?  DIfferent jobs and social situations may require content to be curated from people that understand specific relationships between people place and time, something that Oprah would never know.  In this case 'Content Resonance' is a great option.

Content resonance applied to predictive behaviours or commercial content curation provide an overview if resonance is new to you.

Join us to explore our group content creation and curation solutions that target Advertising and Legal E-Discovery projects.

Cheers,

Nick Trendov @SpeedSynch nick@scenario2.com @eDiscovery_