ABOUT EDGEFORGE

Benefits get confused with Features.
Benefits Sell Products --  Features do not.

EDGEFORGE IS A CONTENT CREATION SERVICE which uses the latest research and methodology in the creation of INTERNET CONTENT CAMPAIGNS. Each campaign is designed for impact, strong retention value and high response rate. Our research and development cycle searches out, and validates current methods several times a year. We adjust our methods by diligent evaluation of research study results and peer reviewed papers from experts in the fields of PSYCHOLOGY, NEUROPHYSIOLOGY, and SOCIOLOGY. Last year we added to our tool-set EMPATHIC LANGUAGE. Our focus is narrow, as we have clear and specific needs to meet the goals of our clients. Our attention is in the general area of MARKETING, EMOTION RESEARCH, PERSUASION, MOTIVATION and DECISION MAKING.

FROM THE DISCOVERY IN THESE AREAS we evaluate the real world application of the findings to the requirements of our interests. Years of experience, and the narrow scope of usage allow us to distill large sets of data down to a few areas of interest in a short time. This effective process is how we retool our methods of PERSUASIVE LANGUAGE, FRAMING DESIGN, EMOTIVE CHOICES and REFLEXIVE RESPONSES. Once our cycle is complete, we apply the evaluated dictums to our METHOD BOOK. This is our PLAY BOOK -- the methods we use to design campaigns, framing techniques, landing pages, vocabulary, emotive impact, and storytelling. Several  times a year we go through this process to insure that the most effective strategies are employed against the current culture patterns, social deployment, manner of comprehension and persuasion methods.

EACH CAMPAIGN IS CREATED PER CLIENT. We do not have cookie cutters, or Ready To Fire packages. There are plenty of budget-content companies and freelance writers available if you are not ready for our level of engagement. EDGEFORGE is for the company or group  ready to move into the next level of business marketing on the Internet, and requires a service providing the means and tools to make that move.

"It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."
~ Warren Buffet

RESULTS BY DESIGN
[quote about reputation] Chance has nothing to do with MARKETING, or CREATING OPPORTUNITIES. Success is a deliberate act -- planned, supported, designed with intention and deployed for full impact. Failure is also planned, and deployed by design, with intention.
WE DO NOT SEE IT ANY OTHER WAY.

Last year major US Corporations spent thousands of dollars on the creation of new campaigns, whose design of deployment resulted alienating large segments of their customer populations.  They managed to be so successful in this effort, that their reputation and the trust of their brand has remained tainted from the event. A major factor of their success can be explained by their choice of demographic – choosing target audiences well known for positive results in  Viral Campaigns.

SEPTEMBER 8, 2014

The Twitter account belonging to DiGiorno Pizza saw the #WHYISTAYED HASHTAG trending and apparently decided to tweet about its pizza with it.

What the person behind the account didn’t seem to understand is that #WHYISTAYED was started in response to the newly surfaced video of NFL running back Ray Rice assaulting his wife.

Men and women were using #WHYISTAYED to organize a conversation about why they chose to stay with an abusive partner.

After DiGiorno’s tweet, USERS WERE FURIOUS. Many of the users who shared their stories of domestic violence were appalled that the company tried to use them to advertise pizza.

DiGiorno’s parent firm, Nestlé USA, told BuzzFeed News the tweet does not reflect its company’s values, saying:

“This tweet was a mistake, quickly realized as such and deleted seconds later.

“Our community manager — and the entire DiGiorno team — is truly sorry. The tweet does not reflect our values and we’ve been personally responding to everyone who has engaged with us on social media.

“We apologize.”

DECEMBER 7, 2013

It is not always obvious how Tweeters
will React inside an Emotional Hash.
Without expertise and methods of testing It's
best to error on inaction - always

The Twitter account for the canned pasta brand had sent the message Friday night asking its followers to "Take a moment to remember #PearlHarbor with us." The cartoon mascot, drawn to look like an O-shaped noodle, sported orange sneakers and was licking his lip, with one hand on his hip.

The tweet spread rapidly, WITH THOUSANDS retweeting it and noting its jarring tone, given the gravity of the occasion. More than 2,400 Americans were killed in the Pearl Harbor attacks that prompted America's entry into WORLD WAR II.

A representative for Campbell Soup Co., which owns SpaghettiOs, said Saturday that the message had been deleted. SpaghettiOs, which has more than 11,000 followers, sent out a follow-up tweet stating,

"We apologize for our recent tweet in remembrance of Pearl Harbor Day. We meant to pay respect, not to offend."

Campbell said the Twitter account is MANAGED INTERNALLY, rather than by an agency.

As Freud has shown, blunders are not the merest chance.
They are the result of suppressed desires and conflicts.
~ Joseph Campbell

It is always a little surprising to discover just how few realize that TRUST is an EMOTION. Recent studies suggest the key role of brand trust as a variable that generates customers’ commitment, especially in situations of high involvement, in which its effect is stronger in comparison to overall satisfaction.( Delgado‐Ballester,2001).

What should be noted when strategist for the Social Media population which is rarely mentioned or given due consideration -- the Resulting emotion from a breach of TRUST, is not simply DISTRUST, bur rather SHAME.-- far more destructive, and also a strong motivator for action. (Jones, 2011)

We see these as planned, intentional acts, not because we are being hard on the Corporations, but on ourselves. Both of these companies have built up reputations at the cost of millions of dollars and thousands of man hours.  Not a single dollar of that investment mattered at the moment of a Twitter Tweet. No amount of apology is going to regain the BRAND TRUST they enjoyed two seconds before the Tweet was sent

There is absolutely no excuse for the blunder. What they will tell you is that trending hashtags sometimes stop trending  in minutes – which is true. They will explain that windows on Twitter where you can reach thousands are few – also true. What EDGEFORGE will tell you is – not taking the time to research ( a mere 60 seconds would have been enough in both cases) the moment is worthless anyway.  How can you possibly write a Tweet, composed for maximum effect, without knowing who you are talking to?

This in a nutshell is the difference between EDGEFORGE and other agencies/services. EDGEFORGE acts for maximum effect, knowing and accepting that many apparent opportunities may slip by. Several trends will rise and be evaluated as NOT OUR OPPORTUNITY, and let pass. Take for example the #BOYCOTTINDIANA hashtag.

Intention denotes the need of Direction.
EDGEFORGE's service Clarifies Direction
with you, and then dedicates every action to that aim

Several Corporations used that opportunity to good measure, but how many of them increased business? Or increased trust?  Our research showed that those who did gain in both areas never tweeted into the hashtag. They used it in other ways – such as using the Media to announce that they were joining the boycott. This led to 1000s of tweets by those active on the hash, giving the companies a huge, popular, effective population who marketed them at zero cost, and zero risk – exactly as we would have done. To jump into volatile and emotional caldron would have been marketing suicide – and was for many companies.

Both of the companies above, had that opportunity as well.  A donation to a related non-profit, then a Press Release, followed by some ‘COMMON FOLK’ tweets praising the company and three memes would have earned back the donation 10 fold before twenty-four hours  could pass by.

CONCEPTION, RESEARCH INNOVATION, DESIGN, DESIGNATION, DEPLOYMENT
THE CONCERT OF CAMPAIGN DESIGN

COHERENCE IS DERIVED BY DESIGNED. The fostering of appeal, the designation of demographic, the message tone, targeted emotion, and connection are all deployed together so that time and investment is neither wasted, or under-utilized. We aim for TOTAL IMPACT. Our clients are those who want SERIOUS RESULTS.