Forget SEO, Brands must Resonate — Ask Twitter!

Everything reasonates at a unique naturual frequency–people, objects, places and time, and your brand must resonate with your customers or they would not value it.  While it possible for your customers buy products or value a brand that doesn’t resonate closely with their values, it is probably only because they haven’t found anything better, yet. 

 What is Resonance?

Wikipedia says–In physics, resonance is the tendency of a system…to oscillate with larger amplitude at some frequencies… the system’s resonant frequencies (or resonance frequencies)…even small periodic driving forces can produce large amplitude oscillations.For Internet marketers this portion of the Wikipedia take on Resonance is worthy of careful consideration;

Resonance and Internet Marketing

Resonances occur when a system is able to store and easily transfer energy between two or more different storage modes…Until the Resonance of your brand stories and promotions resonate with the people, places and time where you place them you will unlikely achieve any sustainable form of success or even modest return on investment or ROI for your efforts.  Twitter knows this.   

Resonance and Search Engine Optimization (SEO)

Resonace is ‘the word’ or rather words in your content that describe your products or the content that you used to help people or search engine spiders find your brand or the content you employ to help people learn to do things better or innovate.Up until late 2008 words or rather ‘keyword phrases’ were used by directories like Yahoo and search engine spiders unleashed by Yahoo and Google to help people find your website that held content that proclaimed the value of your brands and products.

Search Engines shift from SEO to Semantics

As linear time moved from 2008 to 2009 the internet was transformed by people who shifted to Social Media sites as the place to start their quest for meaning.  In early 2009 over half of internet searches started in Social Media sites and bloggers had learned that quantity trumped quality for created ‘backlinks’ that were used to determine the rank of ‘answers’ provided to searchers by search engines.  

Google had beaten Yahoo in the search engine game by counting backlinks and bloggers would created more backlinks than brand owners or manufacturers to attract the searchers to their sites instead.  In response mid-2010 Google ‘shook their algorithms’ in an effort to displace these ‘entrepreneurs’ and webmasters worldwide attempted to ‘stick’ with Google and stay on top of the SERP rankings.  Google went further by purchasing Metaweb an ‘open source’ organization that used semantic meaning to determine if content ‘Resonates’ with searchers and semantic meaning will be key driver for search engine spiders that will move beyond the use of ‘alternative words’ or thesaurus definition in an attempt to shake off ‘link thieves’. 

Use Google, Yahoo or BING and enter “any words used in similar spaces share meaning” for examples of semantic meaning. 

Semantic Meaning and Resonance

Googles rush to Semantic meaning is part of a larger initiative to increase their revenue by offering searchers higher quality answers to their questions and in the past millions of links made searchers happy, today they prefer fewer links and would rather not having to wade through ‘link spam’. 

While Google uses semantics Twitter concentrates on the ‘shelf life’ of backlinks or Resonance. 

Resonance and Twitter

There are a number of perspectives on the value of Resonance created by Twitter though here is a simple practical explanation. 

1. Tweets carry content and links
2. The ‘longer’ or ‘farther’  Tweets travel the greater their value to advertisers

  Tweets or short 140 character blog posts in Twitter are quite different that regular blogs as they have a shelf life and ‘disappear from view’ because of the millions of Tweets that come after them, unless they are ‘Re-Tweeted’ by Twitter users.  Re-Tweeting creates a copy of the original Tweet and places it at the top of a queue.  Other Tweets that follow the Re-Tweet push it down and the Re-Tweet or copy of the original Tweet sinks again.  There are no backlinks possible as the Tweet or Re-Tweet is both content and backlink. 

SEO is not possible in the conventional sense with Twitter.

Search Engines Strike Back

Google, Yahoo, BING and the other search engines are shifting to Semantic meaning and in our opinion their backlink assessment algorithms will shift to comparing the Resonance of the content or source of the backlink to the content to which it is directed.  For those of you unfamiliar with the use of backlinks search engines use them to determine how to rank content links to the thousands or millions of links offered to searchers when they enter a ‘keyword phrase’ into a search engine box. 

Twitter is Cooler, Faster and Better

Twitter on the other hand doesn’t intent to charge advertisers for searchers that ‘click’ on their links as today the ‘conversion rates’ to this type of advertising is typically well below 5%.  Rather Twitter currently allows advertisers to ‘Re-Tweet’ one of their own Tweets and charges according to their own algorithm.  How long the Tweet ‘floats’ or stays visible and potentially how far it travels and the bridge Tweets provide to advertising landing pages are potential elements. 

Twitter appears to be pulling ahead of SEO in Brand influence and understanding how Resonance can help you with Twitter or enhance the value of Search Engine Marketing call us or join our events listed below, on our web site, blogs or on Twitter. 

Cheers,
Nick 

http://www.speedsynch.com
http://isemanticblog.wordpress.com 

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; http://isemanticblog.wordpress.com and http://speedsynch.wordpress.com

Is Affiliate Marketing Dirty ROI?

Amazon loves affiliate marketing!

Amazon is one of the largest affiliate marketers on the planet and they are in good company with Ebay–but is affilliate marketing dirty ROI?  This seems like a strange question until you look at the perspective of command and control.

• Business models depend on command and control structures
• Stock markets like clear outlooks of profit from simple business models
• Business has a hard time measuring things that change constantly

Why?

American business is obsessed with a constant and focused drive towards–

• repeatable processes
• risk reduction
• profit

Affiliate marketing appears to be on the other side of the business spectrum.

• Freedom to work whenever
• Freedom to choose what to sell and to whom
• Ability to negotiate

Operating successfully in either of these business models requires drastically different tools and measures.

While this seems obvious and simple considering the money that American corporations spend on analytics, software and computers, this is not the case.

It is extremely difficult to set targets, motivate, manage and measure people that work for you and people that are free spirited independent affiliates raise the blood pressure of corporate executives to an intollerable level.

And this leads us into one of the dirty secrets of ROI–it is both a target and a result which is measured differently according to people, place and time.

RESOURCES

For those new to the concept of affiliate marketing I’ve attached the SpeedSynch Social Media map below and those who want more numbers do a BING or Google Search on ScorePoint and Alex Resnick.  For folks that need to understand the relationship of measures and content BING or Google Search on SpeedSynch iinternet marketing software.

Cheers,

Nick

www.speedsynch.com

SpeedSynch map of Affiliate Marketing keyword themes

 

Better, faster and cooler iinternet marketing software.

WHAT WE DO — from a Tweet on Linkedin

FasterBetterCooler Social Media+Internet Marketing Software http://tinyurl.com/ffast http://tinyurl.com/bettter http://tinyurl.com/coooler

SpeedSynch is first on our list of better, faster and cooler internet marketing software that–

• maps social media keywords
• boosts SEO alignment for social media, web and product content
• summarizes Answers on LinkedIn or Yahoo to understand changes in behavioural needs

IF YOU LIKE WHAT WE DO LINK TO US

Go to our Scenario2 or SpeedSynch or Adscenario web sites and send us a note and we will provide a free assessment for the first THREE companies that contact use every business day in July and August this year.

SAMPLES — see www.twitter.com/speedsynch or go to LinkedIN and search SpeedSynch.

If you like what you see reply to our blog post and copy and add this link to your comment on what we found about your social media or web site –> internet marketing software

Cheers,

Nick www.speedsynch.com