Posts Tagged ‘twitter resonance’

New Data Mining Resonance Rules


Whether or not you use data mining to support your internet marketing campagns depends on your budget and if your focus is technology or customer behaviour patterns.

Typically data mining looks at historical data, hence the term mining, and if you believe that your product will continue to be purchased by similar customers in similar patterns then this is the solution for you.

Data mining vendors include; Microsoft, SAS, IBM, Oracle, SAP in the top tier and plenty in the next level down.

Data Mining vs Data Aligning

If you believe that the market is always moving then focus on behaviour patterns starting with your customers and then look outwards with surveys, sales rep updates, internet social media and Twitter blog posts.
Of course this is not data mining but rather content ‘aligning’ where you look at the behaviours that your products support and customer perspectives of the value and used of your products.

Looking at blogs and Tweets keeps you in tune with the market and complements how you sell to current customers based on their historical buying patterns (old school data mining) and when you competitors introduce a new promotion or product you can see the impact on your customers if you combine data mining and aligning.

On the technology side you can do quite a lot with Excel2010 and simple sorting. To go further add ACCESS or SQL. The other data mining technologies export to Excel so this approach starts with the simple and adds complexity as needed. Be aware that it may take you longer to assess the complex solutions that to build an effective simple one.

Since you know about SEO I will explain the ‘align’ from that perspective–

First perform a keyword ‘analysis’ of your product content, your websites and blogs (including Twitter) and the customer behaviours that you notice–start with blog posts.

Second align the keywords from Customer, Product and Content perspectives.

Third search for customers in your data with the keywords that decide are crticial for your next internet marketing campaign.

This is a quick description of ‘Resonance Marketing’ and Resonance is the core of Twitters new advertising model–Resonance is about ‘aligning’ as opposed to mining and while the two are complementary your customers, market and budget will determine which is better for you.  In our experience ‘aligning’ works better and faster with new products or adjusting ‘in-process’ marketing or advertising campaigns.

Data mining typically doesn’t include INFLUENCERS or thought leaders who can influence your customers and sales. Adding thought leaders to your CRM and marketing campaigns is one opportunity that many neglect.  We have posted a couple of refernce links below and additonal exemplars are on our two Twitter streams and associated SpeedSynch internet marketing software blogs.

@resonantview @speedsynch


Resonance Rules in Content Wars


Resonance is critical to understanding, surviving and thriving during the content wars spreading across Social Media and the Internet at large.

Resonance and Spaces

The concept of resonance is usually connected with sound though it is a relationship between sound and a RESONATOR that is a container.  As sound enters the container’s space its natural resonance, the frequency at which it vibrates at a sub-atomic level, is influenced by the sound.  If the sound vibrates at the same frequency of the container it resonates with it to augment its naturual frequency whereas sound of a different frequency modifies or dampens the container’s natural frequency.  The same happens to stories as they spread across Social Media and the Internet as when they enter conversations in blogs or Twitter streams they either make them louder, change them or are rejected.

Social Media and Resonance

Companies or people that wish to promote products or content must ‘wrap’ their stories to ensure that they resonate according to the space in which they travel.  It is difficult to promote a product or content in an ‘entertainment’ space when you use a story about ‘legal patents’ even if the story is valuable to the conversation.

What is Content Resonance?

Content has two very important uses that are quite distinct;

  1. Navigation — people use content to help them find things, the content is expendable after use.
  2. Learning — people use content to learn, the content is useful, though sometimes less valuable, after use.

The Content Wars

Social Media sites have provide people the ability to influence search engine spiders and control information sources useful to navigate and learn.  These two content Resonance values are critical to value generation in Social Media and the Internet.

Creating content has provided people the ability to influence search engine spiders despite billions of dollars of corporate investments with search engines and advertising agencies.  Social Media is the spoiler to old business marketing models and seen as an opportunity by Adobe who aims to level the playing field.  Adobe’s recent purchase of Day Software effectively creates a content generation engine for corporations who can now carpet bomb the internet with content to ensure their brands are on top. 

Why are corporations suddenly waking up to the power of content?  Up until now corporations could be efficient and create the ‘perfect web site’ (perfect is least cost and highest ROI) to support focused command-and-control IT infrastructure strategies aimed at maintaining digital assets with the least amount of cost.  Naturally the hordes of bloggers world wide swamped the search engine spiders and the corporations who employ and depend on software from Radian6, Omniture or others as their ‘eyes in the market’.  If this sounds like Afghanistan you may not be that wrong.  Bombs won’t work here–Resonance matters.

Revenge of SEO Crews

SEO entrepreneurs, alone or in groups, have long been able to manipulate SEO or search engine optimization and make huge profits by standing in between Google and the people that want to buy products.  Social Media however soon rained on their parade as virtually anyone now can create a couple of blog sites or even hundreds to influence Google’s SERP or search engine rankings.

What did the SEO crews do?

 The SEO crews quickly shifted from keyword phrases to focus on video.  They understand that Google is very interested in increasing video content to extract even more advertising revenue from global manufacturers and divert easy money from the old guard advertising and promotion conglomerates.  The mantra is simple, one I heard while I was at PriceWaterhouseCoopers, find a fat wallet and get a piece.  They made their millions following Google with keywords and video is next.

If you don’t see the video shift yet don’t worry as many SEO crews are reluctant to give up easy money.  They will milk keyword phrases for all they are worth as most advertisers just started to believe in SEO or search engine marketing recently.  The conservative SEO crews have adopted a stealth strategy I call the Followers.

Social Media Followers

Followers have simple rules and common behaviours which seem natural and are supported by the Social Media applications where over have of searches start today.  They join groups in Facebook or Twitter or other sites and they ask questions with a link to a video or outside site for ‘clarification’.  They benefit two ways, the clicks on their links boost the traffic value on their sites and therefore have a positive impact on their Google rank.  The higher they rank in Google in any search the higher probability people will select their site for a purchase or newsletter subscription.  Simplistic but so far many millionaires have been made this way.

Social Media Followers have no choice but to do this time intensive work as typical SEO strategies no longer attracts people to their sites and the ordinary people have stepping into the walled Social Media software fortresses.  Search engines spiders also have the same problem and Twitter has emerged as the sole software problem that has a concept and provides value to all parties, except the SEO crews–the value of Resonance.

Resonance Measures

Here are the resonance measures from our stream and ‘What’s on Matt Cutts’ Mind’ —

Resonance Map of by SpeedSynch Internet Marketing software and Semantic SEO Reports tools

RESONANCE Maps of -- Blogs, Stories, Meaning

Click twice on image above to enlarge.

Resonance Themes, Graphs and Hierarchies

When we look at any content we focus on 3 Resonance elements.  The image above is the SpeedSynch Resonance Map from and the 3 Resonance elements are, from left to right —

  1. Themes or word weights*
  2. Graphs of the word relationships*
  3. Hierarchies of words by frequency or how often they are seen together

* For Themes and Graphs our analysis is made according to their semantic meaning in the content under review.


Google “isemanticblog semantic meaning” — with the quotes, and you will find content similar to this post that I have authored and you will also find a ‘Follower’  UberVU that followed me on Twitter and found out that it was relatively simple to embed my own content into his blog and rank higher.  By the time you read this post there may be many followers that focus on Resonance and “isemanticblog semantic meaning” which should provide a clear example of why SEO value has erroded and why Twitter has shifted to a Resonance advertising model.

OUTSOURCE Your Social Media Resonance!

It is probably a great idea to outsource your Social Media Resonance and I have many suppliers who can do it better, faster and cheaper than you for one simple reason, it is a manual process.  Content has to be crafted and modified, Social Media influencers must be found and romanced, and of course we know how to measure Resonance!

For those who would rather do it themselves here is a quick overview of how to manage 1,000 bloggers posting to popular social media sites.  It can be done without our SpeedSynch RESONANCE internet marketing software tools, but then again we will deliver a cooler, better value much faster.

Contact us to see how Resonance can help you understand, survive and even thrive during the content wars.


Nick Trendov

Can Ben Gomes and Google Snippets catch up to Twitter’s Resonance?


When you google, think Ben Gomes – San Jose Mercury News is a short article that describes where Google Search started and where it is going, especially important for internet marketers now that SEO is quickly moving away from keywords to semantic meaning

Semantic Meaning and Search Rank

BING, Yahoo or Google “any words used in similar spaces share meaning” as this is the practical meaning of semantics.

Google Search started by helping searchers find content by typing keyword phrases into a search engine window.  However, Google Search is really made up of two distinct search components.

Google Backlinks and Rank

Organizing content offered to searchers  according to backlinks or rather the context of the backlinks was Googles primary value driver and what allowed it to pull ahead of competitiors.  Today some sites are so large that Google assesses their internal links in a similar fashion.

Competitors like Yahoo quickly caught up to Google and the next innovation was about context or assessing the perspective of a searcher when looking for and assessing the value of content received from Google.  Context became the driver of rank.

Rank and Context

Since context is not new competitors caught up quickly.  While it is difficult to handle the huge amounts of searchers, searches and content delivery at the scale of Google and Yahoo context eventually ceased to provide a competitive advantage as the technology advances in Silicon Valley helped nimble competitors catch up again.

Context and Content

While context allowed Google a temporary lead the technology in Silicon valley that helped searchers generate content faster than search engine spiders could index and assess. 

Content quantity quickly outstripped the context value and the birth of the Social Media giants; WordPress, Facebook and Twitter further accelerated the process.

Social Media and Trusted Content

As searchers discovered Social Media and blogging they also found that the new platforms and digital spaces would save them considerable time and provide a unique addition to content–trust.  There wasn’t that much of a question when searchers were confronted with millions of choices in reponse to a Google search compared to a couple of dozen, or less, focused answers from a community that they knew–Social Media gained traction, quickly.

Trusted Content and Google Competition

The huge amounts of content that helped searchers refine questions or find answers started to become a problem.  Searchers, just like the search engine spiders, were starting to become overwhelmed with trusted content.  The Social Media sites were starting to creak despite growing quickly and succeeding wildly.  Google’s competitor in search was Social Media and this was evident in late 2008 when over half of searchers started looking for content inside a Social Media island where the Google search engine and business models had little influence.

Google Strikes Back with Semantic Meaning

In mid-2009 Google struck back.  It had been working on a new way to get its mojo back–meaning.  Just like context, the concept of meaning has been explored by academics and creators of the internet alike when they conceived the Semantic Web.

What is semantic meaning?

“Any words used in similar spaces share meaning.” — Google “Any words used in similar spaces share meaning.” with quotes and see!

Two people in different places use different words to describe being thirsty.  To a search engine they are distinct and separate needs, however their semantic meaning is similar as both need hydration therefore the words they use, while different, share meaning.

Ben Gomes and Google Snippets

Google Snippets were created by Ben Gomes and while they look like realtime search results that use their own formula to rank the results offered to searchers according to keyword themes.  Themes are related to semantic meaning and a progression away from the old schoold keyword combinations or phrases used for SEO.  See other posts here to understand the distinction as Google Snippets and semantic meaning is the future of search for both Social Media platforms and Search Engines like Google.

Twitter Resonance vs Google Snippets

Twitter also faces the same problem as Google.  The Social Media bloggers had discovered how to manipulate the search engine spiders by using quantity and the richness of languages worldwide to confuse and confound the spiders.  Google virtually any brand name any somewhere in the top five positions, and maybe three of them, you will see content provided by Google that is unrelated to the brand owner or manufacturer.  These are the innovators that have figured out how to stand between you and Google literally taking money out of Google’s pocket and Twitter has the same problem which they address with their Resonance Advertising model. 

See my Twitter post: SEO Rules Too Slow for Twitter Resonance Business Model

The innovation by Ben Gomes, Google Snippets, are critical to clearing away the folks that manipulate search and battleing Twitter’s Resonance Advertising model which reflects how stories travel internationally across and inside communities.  Google is behind and Snippets may help it catch the site of Twitter’s dust.  Let’s see what happens.



Social Media Resonance


Social Media is an ‘overnight’ success because it resonates with the interests and needs of people which means that corporate analysts will increase their monitoring of the social media spaces.  Indeed it appears that Social Media platforms are effectively ‘one way mirrors’ with community members going about their business on one side of the mirror and corporate behavioural analysts watching on the other.

Three Monitoring Elements

  1. starting measures 
  2. why, how, where and when do we measure
  3. priorities and how to rank results

In my experience analysts dive into detail too fast and it is often not necessary to measure every datapoint to achieve your monitoring goals.

Three Content Elements

  1. The source or blogger 
  2.  The content meaning or story
  3. The impact of the content

Now let’s get specific. I’ve been watching Twitter’s resonance advertising model and contrasting it to how Google is moving to Semantic SEO from easily manipulated SEO measures. 

By employing ‘traditional’ SEO marketing measures for a marketing campaign the odds are in two months you will have to repeat the process as the SEO terms you need will be taken by bloggers who can generate more content than you–for example, by placing backlinks on a dental site to boost rank for Hepa filter site or content.

This is similar for Twitter and the ‘old’ measures of using Re-Tweets, mentions, etc…are just as easily manipulated as now world wide Tweeting is possible and it is impractical at best to check the identities of each Tweeter or blog poster…
We can check content meaning posted or Tweeted and compare it to historical blog posts and interests to see if they ‘resonate’

I’ve posted an example in the movie business which anyone can see if they go to my blog and check the Twitter Trending by looking for ‘EXPENDABLES’ , ‘INCEPTION’ and ‘Scott Pilgrim’.

Which measures should you use to understand Social Media Resonance?

Any important to your customers and their customers. Typically the ‘usual measures’ are not too helpful.



Twitter Resonance, Streams and Content


This is why Twitter’s Resonance Advertising Model makes the question ‘SEO vs Social Media’ redundant…

@SpeedSynch and Twitter Resonance

Twitter faz-nos todas as estrelas do rádio @bluetrainseo Twitter makes us all Radio Stars — BlueTrain SEO Twitter Resonance #speedsynch #IN

Tweet KEY

 a. Portuguese header–Brazilians use Twitter in waves and frequently–good audience.

b. @BlueTrainSEO followed me so I measured his Twitter Stream ‘Resonance’

c. Twitter Radio–Each blogger is a radio station with BLOG and CONTENT resonance

d. #speedsynch–an imbedded query to my Tweets

e. #IN–tells LinkedIN to copy my Tweet and post it to my LinkedIN home page.

f. Shows Off-Tweet CONTENT and RESONANCE

It is possible for me to shift my resonance faster than SEO.

Resonance and Semantic Meaning

The ability to shift blog and content resonance is critical as people change the way they describe similar questions and answers by about 40% per month which means SEO shelf life is less than on month because it takes about a month to analyze, create, deploy…never mind get noticed by the search engines.

Resonance will rule, and very quickly.


Twitter the Radio Star


Twitter looks like an old school Radio Network if you think about Twitter feeds or streams as radio stations and the Twits that Tweet station managers–by the way I Tweet too.  Twitter wants to make you a Radio Star.

Twitter Resonance

Twitter, and I, believe that advertisers should pay more for Tweets that go further and are visible longer.  The stories attached to the long lasting, high quality Tweets are there because the Twitterverse believes that they are valueable.

Resonance and Value

What do you do when you see a ‘cool’ Tweet?  I measure it–figure out if it helps me now or might help me later.  The help means can it provide value, whatever that means to me.  Value includes passing on to others or Re-Tweets, RT to Twits everywhere and of course messages of ‘thanks’ are often received from the Twits whose Tweets are Re-Tweeted.

Resonance Measures

Though Twitter’s focus is the time and distance Tweet’s travel when they measure Resonance you should consider that each Tweet has its own CONTENT RESONANCE and each Twit, ok blogger or author, has their own BLOG RESONANCE.

SEO and Resonance

Twitter changes so quickly that the old way of shaping web sites and blogs for search engine spider visibility or SEO is now obsolete.

Yes, it will still be done and yes it will justify an invoice to a business owner but the search engines will slowly ignore the old ways and this starte May and June of this year with Google’s CAFFEINE algorithm and will accelarate as Google deploys Semantic SEO.


This is the Twitter feed of a recent follower @SpeedSynch where I created Semantic SEO Reports with SpeedSynch our internet marketing tools and software to understand the BLOG RESONANCE @BlueTrainSEO.  Note that this report is only from Tweets on the first Twitter page and created 2010.08.20 so if you look at the site now it will be different.

Note:  Click twice to expand or again or use zoom feature in your browser

SpeedSynch Semantic SEO Reports @BlueTrainSEO for Twitter Resonance Measures of the Twitter Stream

Semantic SEO Reports: @BlueTrainSEO 2010.08.20 Twitter Resonace Measure

Contact us about Twitter Resonance measures and analytics to help you boost your Social Media and Internet visibility.


Nick Trendov

New Twitter Advertising Rules


The new Twitter ‘Resonance’ advertising model makes it imperative for you to understand why corporations have a difficult time with Tweets as they are generated by people they don’t know and can’t influence.

Resonance Rules

The insipiration for this post came from this post How Companies Should Approach the New Twitter Advertising Model which is important to know as now ‘New Twitter Advertising Rules’ contains some of its resonance.

Sales and Influencers

If someone called Twitter and ordered advertising after reading this post then “How Companies Should Approach the New Twitter Advertising Model” is the root cause of the purchase.

Influencers vs Content

The critical thing to consider in determining the value of Influencers to your internet marketing campaigns is the content.  Did I create this post because of the influencer–NO.  I don’t know him even though he might have hundreds of followers.  I searched on the content, found his blog post and show how we use Semantic SEO reports @SpeedSynch

Content and Semantic Profits

My semantic blog illustrates how Google, BING and Yahoo are forced to switch from using SEO keywords phrases to Semantic Themes because the blogs swamp the pitiful amount of corporate content on the internet.  Twitter has made the imperative to move to semantics stronger and Googles recent purchase of Freebase from Metaweb puts them in a position to move faster than the rest.

Semantic meaning lets you track Tweets and blog posts to determine IF there is a concept that is carried from Influencers to follower–NOT RETWEETS but rather the meaning.

I didn’t Tweet or RE-TWEET the blog post “How Companies Should Approach the New Twitter Advertising Model” but I did employ some of the meaning.

Can you guess which meaning elements are here?

I will post about it soon!


Nick Trendov