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Re: Blog ROI: It’s About Value, Stupid!

ryanjean — Thu, 30 Jul 2009 16:06:22 -0000

Let me try to explain or give an analogy. Let's say an organization gets paid by how much time they work with consumers. In other words, let's say for every 15 minutes a staff works with a consumer, that staff gets $10. A lot like a seller in a store. If the seller works with the client for an hour, they will receive $40. Same idea for the organization. If the client went online and only took 15 minutes, the seller would only get $10. But, let's say the client left the computer and kept the site up so that the stats read an hour instead of 15 minutes. The seller would assume they get $40 instead of $10. And it's important to obtain the true time value. How do we achieve that?

Today, we live in a fast-paced world. We go in, get what we need, and get out. This also goes for the internet and social media. If we don't see what we need, we move on. There are also those who linger. Using my example above, if a client came into the store just to linger or after purchasing an item, lingered, that client would not be serviced and therefore, the seller cannot receive any pay for that. The seller only gets paid if the client gets services. However, I am excluding the fact that the seller could be claiming pay if the client is actually looking at the seller's products, which is a service. So, how can stats tell whether a consumer is actually getting services from a site or just lingering (such as being away from the computer and left the site up)?

Re: Blog ROI: It’s About Value, Stupid!

ryanjean — Thu, 30 Jul 2009 11:32:59 -0000

Our ROI is based on time spent working with our consumers. Therefore, how do we know how much time consumers spent on our site? Sure, we can look at the stats, but as I said, what if one walked away from the computer and left the page open? They only used our page for maybe 5 minutes but when we look at the stats, they were on it for an hour. We wouldn’t be able to tell.

Re: Blog ROI: It’s About Value, Stupid!

ryanjean — Wed, 22 Jul 2009 13:48:51 -0000

Let's say a consumer comes in for a housing resource and talks to a staff for 30 minutes. A computer user comes to our site and views our housing page (we can see this by stats).

Obviously, it takes longer to type than to talk. Does 1 minute in person equal 1 minute on a page? How do we know the user is getting the same information online than they would in person? They could be away from the computer and left the page open. In person, the consumer is asking for resources from staff, who gets information from either online, over the phone, or other staff. Online, a user can find the information themselves; however, they may not know where to look or get the exact answer they are looking for. This is where social media comes in... Where users can get feedback. The problem still lies within the value of time. Using my example, if a user is on our housing page for 30 minutes, does that equal 30 minutes of "in-person" time?

There's so many variables, such as if a consumer comes in and asks a housing question, the staff may ask a co-worker for advice (5 minutes), go online for research (15 minutes), and make a phone call for the consumer (10 minutes) to equal 30 minutes total. If the consumer went online themselves with social media, they could take maybe research 5 minutes online and make the 10 minute phone call to add up to 15 minutes total. Although this is just an example, using social media, we reduced the time in half. However, in person, our staff worked with the consumer for 30 minutes while online, the consumer would've used our resources for 5 minutes (excluding the phone call). Therefore, in this example, the ratio of "in-person" time to "online" time is 6:1. In other words, every minute online is equal to 6 minutes in real time. Do you agree? And any feedback on this?

I still haven't covered comments, viewers, and followers.