In order to maximize the effectiveness of overall online presence and message uptake all activity must be driven by the audience to the degree that both content and signal are produced for their directly identifiable needs and objectives.
The combination of communication strategy and tactical implementation when aligned or 'synchronized' with our target audience produces action-potential. It is the gains in action-potential across a network which increases the probability of audience engagement, message uptake and decision-making on the part of our users.
SYNC™ Design helps businesses create an optimized Web Presence and Social Signal by aligning Presence channels and Signal Strategy with the needs of their target audience as illustrated in the Cloud Optimization Model.
The Model aids in the identification of the key exchange channels or Activators that promote active signal as well as the Pathways that convey Action-Potentials (potential user engagement). The Signal Propagation Pathways are the strategic categories that we use to guide specific messaging tactics.
For purposes of the SYNC™ Interactive framework a Brand Cloud (Network) achieves a Synchronized State when its aggregate Social Presence and Social Signal optimize both propagation and action-potential within the relevant Target Cloud (Network) thereby generating ongoing and measurable increases in attention and advocacy. Put simply, this optimization occurs through online initiatives that fulfill the direct needs of the target audience.
In SYNC™ lexicon the Brand Cloud refers to the system of network components and connections that collectively facilitate user experience on the Social Web. To help us understand how those connections are structured and how we might effect change along the connective pathways that convey information and experience on the web we use a structural analog borrowed from the concept of a 'Synaptic Web' to understand how signals propagate and how action-potential is created throughout our relevant user network.
The SYNC™ Activators represent tactical implementation pathways in the case of Brand Nodes and corresponding tactical target pathways in the case of Target Nodes. They are the conceptual systems used to organize brand presence and signal management on the Web.
The SYNC™ Audit examines the structural and functional integration of brand social presence and social signal.
The SYNC™ Design process creates a Strategic Framework for Social Web Management and Network Synchronization.
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