Disqus - Latest Comments for jacobmorgan

Re: Is Enterprise 2.0 a Crock?

jacobmorgan — Mon, 09 Nov 2009 15:35:16 -0000

Yep that's a great point. I run into a similar conversation with folks when they say that social media should replace traditional media and that traditional media is dead. Of course, this is not the case. Social and traditional need to work together and e1.0 and 2.0 also need to work together to achieve the same business outcomes.

thanks for the comment!

Re: Traditional Media with a Social Media Message

jacobmorgan — Sun, 08 Nov 2009 22:16:09 -0000

I agree, they didn't do a great job at all but at least hopefully we are moving in the right direction. I think we are going to see much better attempts by companies come 2010.

Re: The Importance of a Social Media ROI Diagnostic

jacobmorgan — Thu, 05 Nov 2009 22:20:26 -0000

You are very welcome, hope you found it valuable. Let me know how you progress in the ROI space, curious to hear what happens.

Re: To Old Friends, Pain, and My First Marathon

jacobmorgan — Mon, 02 Nov 2009 20:36:45 -0000

I keep telling myself I'm going to run a marathon. I get runners knee after around mile 4 but still determined to do it in the next year or so. Congrats on making it man, I bet it was quite an exhilarating feeling!

Re: Building Better Businesses by Tearing Them Down First

jacobmorgan — Sun, 25 Oct 2009 19:55:33 -0000

Hi Maria,

Thanks so much for your comment. Of course, you are correct; consultants and agencies alike need to be able to guide their clients to make their organizations truly social. In order to get this done though you need to have a good understanding of business and how companies operate. This is one of the reasons why I think consultants (or whoever is working on a client project) need to have a business background. David does have an interesting concept behind social business design. He's focusing on a very important part of business but it's still only a part.

Thanks again for stopping by!

Re: Enterprise Social Media Management

jacobmorgan — Mon, 19 Oct 2009 01:47:55 -0000

Hey Dave,

I think my post may have had a negative tone which was completely not intentional. I removed the company names to avoid any misunderstanding. Phrased properly what I should have said is that folks like you need more support in terms of human and financial capital, this goes beyond how many people you have tweeting. There need to be technology and business issues that are addressed. It's great that you guys are looking to incorporate social tools into everyone's job. I think there will be a need for someone or someones to handle the overall strategy of social media. The ROI component is going to be huge but you will need someone such as yourself to help maximize that ROI via social media.

Really looking forward to chatting with you Dave and again, sorry if the post had a negative tone. I really just want to call out that folks such as yourself need more help and more support.

Re: Two Examples of Companies Measuring Social Media ROI

jacobmorgan — Wed, 14 Oct 2009 21:05:02 -0000

hey steve,

thanks a lot for the comment glad you found the examples useful/helpful!

Re: Two Examples of Companies Measuring Social Media ROI

jacobmorgan — Wed, 14 Oct 2009 21:00:55 -0000

Hi Steve,

There are plenty out there, just google "small businesses using social media" Coffee Groundz is another great one.

Re: Social media: you need to pay to play

jacobmorgan — Wed, 07 Oct 2009 19:26:52 -0000

I run a consultancy that is focused on the business of social media. The definition of ROI is money in vs money out; there are no questions about it. Non-financial returns should not be referred to as ROI but as Impact from social media efforts. Sometimes impact is enough for a company and sometimes they want ROI. It depends on what the goals of the company are; but at the end of the day if you can't measure it; then you shouldn't be investing in it.

Re: Focus on Strategies Before Campaigns (Video)

jacobmorgan — Mon, 05 Oct 2009 18:58:05 -0000

I would take it on a company by company basis. I haven't personally come across an organization that can't benefit from becoming more social. At the end of the day you're out there to build relationships with people.

Thanks for the comment!

Re: Understanding Influence; the Chris Brogan Affect

jacobmorgan — Mon, 28 Sep 2009 18:16:40 -0000

Thanks Lewis,

Good store example. What's funny is that in the example with Stanley Milgram there was a saturation point so eventually just because you add more people doesn't mean the group as a whole becomes more effective. It's really an interesting space with some great research.

thanks for stopping by

Jacob

Re: Understanding Influence; the Chris Brogan Affect

jacobmorgan — Mon, 28 Sep 2009 18:14:12 -0000

haha my grandfather would play little jokes like that on me. definitely agree, influence is not the same as reach.

Re: Understanding Influence; the Chris Brogan Affect

jacobmorgan — Mon, 28 Sep 2009 18:09:41 -0000

Howdy Mike,

I think a person's influence is far smaller then their reach. So Chris may be able to influence a few folks but his reach can get out to to tens of thousands of other folks, those folks in turn use THEIR influence to get people to take some sort of desired action; it's a ripple affect. I'm sure some companies out there do go after several bloggers or "influencers" in a particular space, but I also think that many companies still believe that "he who has the most friends wins," and that's just not the case.

Thanks for stopping by Mike!

Re: Understanding Influence; the Chris Brogan Affect

jacobmorgan — Mon, 28 Sep 2009 18:06:59 -0000

Yep, I agree. If I were a bit more of a scientist I'd love to put an experiment together, hopefully someone else can do it :)

Re: 84% of Social Media Programs Don’t Measure ROI

jacobmorgan — Wed, 23 Sep 2009 01:49:45 -0000

Although surprising it's not shocking. The problem with social media ROI stems from a larger problem that is marketing accountability. Combine that with the fact that consultants keep creating various acronyms for ROI or tell clients that they can't measure it and it's no surprise that the results are the way they are. I think it would be interesting to also see how many of these people are even asked by their execs to see some form of ROI report.

We're going to see this change in the future and accountability is going to become crucial.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

RoyalAntsJosh — Fri, 18 Sep 2009 12:33:30 -0000

Just because they haven't set benchmarks *yet* doesn't mean they aren't measuring and monitoring. I Read the ClickZ article and there was nothing in there that said they weren't monitoring. In fact I read it as quite the opposite because they say they're watching engagement so they have to be monitoring something or else they couldn't gauge the engagement like they want. I think it's just a tragic misuse of the term ROI. I highly doubt they are just flying blind. The article said they haven't set benchmarks, it didn't say they aren't watching the progress. Those are 2 different things.

I bet they start putting benchmarks in place after they see the engagement results of the first month. That way they can set goals based on their current results and create the strategies and tactics to meet those goals. It's perfectly acceptable in an awareness campaign to start, see what happens, then set benchmarks and work for improvement. Otherwise, you're just pulling arbitrary benchmarks for engagement out of the air because your company has never done this before and so has no data to go off of to set realistic benchmarks. And if your benchmarks aren't realistic you will kill the campaign before it even begins because you won't hit the benchmarks, everyone will get discouraged, and management will get pissed off and cut the whole thing.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Fri, 18 Sep 2009 12:21:50 -0000

Even if it's an awareness campaign; how are you going to know how "aware" people became? I'm not even going to get into the details here but regardless of what they are trying to do, there has to be some sort of starting point so that they can understand success. They should also be looking at the cost of their social media efforts vs their other marketing efforts and comparing on similar metrics so they can understand which channels are the most effective. You can't fly blind with this, you just can't.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Fri, 18 Sep 2009 12:19:02 -0000

Hi Greg,

You don't need to look much farther than the quote which clearly states that no benchmarks have been set up. It doesn't matter what you want to calculate but you need a starting point, even if that starting point is 0. You have to know where you start in order to understand the effects of where you end up. I definitely believe in innovation and experimenting but again, you need to know what the effects of your innovation and experimentation are. This has nothing to do with black and white ROI, this is a simple fundamental aspect of business as we know it. A trial doesn't need a hard tie back to ROI if that's not what the company wants. In that case, don't call it ROI. However, even in that situation the company needs to have some understanding of the effect of what it is they are doing. Yes AKQA and the Gap failed in measuring ROI but even at a higher level they failed in any type of measurement of anything whatsoever.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Thu, 17 Sep 2009 17:36:17 -0000

Hi Mark,

Has nothing to do with arbitrary ROI here. ROI doesn't take forms other than $. They have no benchmarks which means that at the end of the day they will have no way to measure results.

thanks for the comment

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Thu, 17 Sep 2009 17:35:06 -0000

Point is they set no numerical benchmarks. Aka they won't know what has changed and how their new efforts have affected ANYTHING. Hopefully they have some sort of expectations and that the story I read was only partially accurate but I haven't seen anything yet.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Thu, 17 Sep 2009 17:33:08 -0000

Hopefully, at this point we're not event talking about money, we're just talking about any numerical numbers and benchmarks of any sort. Curious to see if there will be any follow up information on the campaign.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Thu, 17 Sep 2009 17:31:47 -0000

There is nothing wrong with experimenting, that's why a lot of companies have "experimental" marketing budgets. However, you need to understand what the situation is like before you experiment and then after you experiment. This is a basic premise across both science and business. If you don't know what has been affected, then you failed in your experiment.

Re: The Gap and AKQA say, “ROI? Screw ROI!”

jacobmorgan — Thu, 17 Sep 2009 17:29:28 -0000

Don't recall saying that in the post. A company at the end of the day exists to make money. The facebook fans exist to help spread the word about the company to get people to buy more of their products. Businesses aren't using social media for fun, they are using it to build their brand and impact the bottom line. The point is that AKQA set up no benchmarks of any sort for any platform or any medium. Sorry, but that just doesn't make any sense from a business standpoint.

Re: ROI is About Making Money AND Strengthening Your Brand

dannybrown — Thu, 10 Sep 2009 19:51:47 -0000

Yep, it's over at http://photodropper.com - really useful for huge range of Creative Commons images. Unfortunately the site seems down at the minute - typical! - but you can find the plugin here:

http://wordpress.org/extend/plugins/photo-dropper/

Re: ROI is About Making Money AND Strengthening Your Brand

jacobmorgan — Thu, 10 Sep 2009 11:54:13 -0000

Hmmmm, photo dropper?