Comments on: ROI, Scoble and HR- the proof? http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/ Thu, 09 Feb 2012 10:01:51 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: ???????? http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-872 ???????? Fri, 01 Aug 2008 18:12:24 +0000 http://www.accmanpro.com/?p=653#comment-872 ????? ????????? ? ????? ????! ??????? :) ????? ????????? ? ????? ????! ??????? :)

]]> By: Bill http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-871 Bill Wed, 30 May 2007 01:20:51 +0000 http://www.accmanpro.com/?p=653#comment-871 This website is very nice and colorful too. Its nice to have something to show others where you attend church and to show all the smiling people filled of the goodness of the Lord. You have a wonderful website here. May God rich bless you always. This website is very nice and colorful too. Its nice to have something to show others where you attend church and to show all the smiling people filled of the goodness of the Lord. You have a wonderful website here. May God rich bless you always.

]]> By: bikini http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-870 bikini Fri, 16 Mar 2007 19:34:32 +0000 http://www.accmanpro.com/?p=653#comment-870 pagine piuttosto informative, piacevoli =) pagine piuttosto informative, piacevoli =)

]]> By: Marketing vs. Micromarketing - Moving from mass market to the “massive market” at Customers On Fire - Microbrands and Micromarketing http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-869 Marketing vs. Micromarketing - Moving from mass market to the “massive market” at Customers On Fire - Microbrands and Micromarketing Sun, 09 Apr 2006 18:43:03 +0000 http://www.accmanpro.com/?p=653#comment-869 [...] Traditional advertising involves lots of planning, then a big bang, followed by an immediate spike in activity, followed by a steep decline until the next campaign, this is why I really like the hunting metaphor of targeting and firing some kind of weapon. Lots of marketers like to talk about shotguns and rifles, picking off customers, but in the end once the bullets fired it will eventually lose power and plough into the ground. Micromarketing takes totally the opposite approach, and is certainly more akin to farming where you are essentially seeding ideas onto fertile ground, that will be more valuable and be generating more interest in a years time. A blog is the perfect example of this, I mean a blog has essentially no value when you launch it, it’s like a savings account with $1 in it, but over the year every post you make, every comment that a customer makes, every link that comes from another blog is like a deposit of a couple of dollars, and what you end up with in a year is a blog full of ideas and content that is appreciating with compound interest. This is why the whole ROI conversation on blogs is a total red herring until you do something. [...] [...] Traditional advertising involves lots of planning, then a big bang, followed by an immediate spike in activity, followed by a steep decline until the next campaign, this is why I really like the hunting metaphor of targeting and firing some kind of weapon. Lots of marketers like to talk about shotguns and rifles, picking off customers, but in the end once the bullets fired it will eventually lose power and plough into the ground. Micromarketing takes totally the opposite approach, and is certainly more akin to farming where you are essentially seeding ideas onto fertile ground, that will be more valuable and be generating more interest in a years time. A blog is the perfect example of this, I mean a blog has essentially no value when you launch it, it’s like a savings account with $1 in it, but over the year every post you make, every comment that a customer makes, every link that comes from another blog is like a deposit of a couple of dollars, and what you end up with in a year is a blog full of ideas and content that is appreciating with compound interest. This is why the whole ROI conversation on blogs is a total red herring until you do something. [...]

]]> By: think mojo » Blogging ROI wiki http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-868 think mojo » Blogging ROI wiki Thu, 06 Apr 2006 13:53:02 +0000 http://www.accmanpro.com/?p=653#comment-868 [...] Given the back and forth all over the place on this subject (which I won’t completely list - Anu’s kept track, so’s Dennis) it’s a really smart move.   [...] [...] Given the back and forth all over the place on this subject (which I won’t completely list – Anu’s kept track, so’s Dennis) it’s a really smart move.   [...]

]]> By: karl http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-867 karl Wed, 05 Apr 2006 14:37:45 +0000 http://www.accmanpro.com/?p=653#comment-867 Great discussion Dennis. There are enormous problems with trying to establish an ROI of blogs because in the end "blogs" are as diverse as businesses and we all know that the valuation of businesses has to be done on an industry by industry basis. I find the Amazon example amusing because they are a retailer, and they get a great deal of value from "capturing" customers intellectual capital, but what value would they get from blogging? IMHO service businesses gain huge benefits from blogging because it positions the blogger as an expert, it establishes trust, and it's sort of a preview of the service providers character. This is another situation where any measures around volume would vastly undervalue the blog. I imagine any companies that have high multiples due to intelectual capital, say for instance Microsoft, gain enormous benefits from blogging because it provides a view into that intelctual capital. Amazon? who cares what they think, i just want my book :-) Where Amazon would really benefit from blogging is actually around the development of new products and services, and collaboration with the design community. Great discussion Dennis. There are enormous problems with trying to establish an ROI of blogs because in the end “blogs” are as diverse as businesses and we all know that the valuation of businesses has to be done on an industry by industry basis. I find the Amazon example amusing because they are a retailer, and they get a great deal of value from “capturing” customers intellectual capital, but what value would they get from blogging?

IMHO service businesses gain huge benefits from blogging because it positions the blogger as an expert, it establishes trust, and it’s sort of a preview of the service providers character. This is another situation where any measures around volume would vastly undervalue the blog.

I imagine any companies that have high multiples due to intelectual capital, say for instance Microsoft, gain enormous benefits from blogging because it provides a view into that intelctual capital. Amazon? who cares what they think, i just want my book :-)

Where Amazon would really benefit from blogging is actually around the development of new products and services, and collaboration with the design community.

]]> By: Dennis Howlett http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-866 Dennis Howlett Tue, 04 Apr 2006 23:13:05 +0000 http://www.accmanpro.com/?p=653#comment-866 <a href="http://blog.futurelab.net/2006/04/roi_of_blogging.html" rel="nofollow">Futurelab's Karl Long </a>has an excellent addition to this discussion. Futurelab’s Karl Long has an excellent addition to this discussion.

]]> By: Dennis Howlett http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-865 Dennis Howlett Tue, 04 Apr 2006 21:10:13 +0000 http://www.accmanpro.com/?p=653#comment-865 Jason: I like the additional ideas around metrics. And sure, they do need refining - maybe some of the acocuntants around here will chip in. :) Dominic: <a href="http://www.nevillehobson.com" rel="nofollow">Neville Hobson</a> wrote about this a few weeks back, considering the figures as 'glass half full.' He is a PR guy but I admire his pluck on that one. I wonder if Gretchen is listening to this? Jason: I like the additional ideas around metrics. And sure, they do need refining – maybe some of the acocuntants around here will chip in. :)

Dominic: Neville Hobson wrote about this a few weeks back, considering the figures as ‘glass half full.’ He is a PR guy but I admire his pluck on that one.

I wonder if Gretchen is listening to this?

]]> By: Dominic Jones http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-864 Dominic Jones Tue, 04 Apr 2006 13:50:44 +0000 http://www.accmanpro.com/?p=653#comment-864 Dennis, <i>Recent poll results from Hill & Knowlton say that 17% US financial analysts consider blogs relevant.</i> I'm not sure about that. I thought the H&K research was "global." As reported <a href="http://www.irwebreport.com/perspectives/2006/feb/analysts_on_rss.htm" rel="nofollow">here</a> only 7.4% of 304 buy- and sell-side analysts surved by Thomson Financial in January 2006 said they used blogs as a resource when researching companies. But on an industry basis, you might find that 100% of computer software industry analysts consider them relevant, while 0% of analysts in all other industries think so. Dennis,
Recent poll results from Hill & Knowlton say that 17% US financial analysts consider blogs relevant.

I’m not sure about that. I thought the H&K research was “global.”

As reported here only 7.4% of 304 buy- and sell-side analysts surved by Thomson Financial in January 2006 said they used blogs as a resource when researching companies.

But on an industry basis, you might find that 100% of computer software industry analysts consider them relevant, while 0% of analysts in all other industries think so.

]]> By: Jason Stamper http://www.accmanpro.com/2006/04/03/roi-scoble-and-hr-the-proof/comment-page-1/#comment-863 Jason Stamper Tue, 04 Apr 2006 13:35:02 +0000 http://www.accmanpro.com/?p=653#comment-863 Yes my Blogging Value Indexes need some refining before they make it into the academic textbooks! As I say Indexes a and b only take into account traffic generated, and leads generated respectively. Including the deals (or megadeals) won as a result of a blog in a historical 12 month period and adding them to the 'leads generated' field could help to reflect their effect, but granted, it won't help put a value on future deals won, especially not a sudden megadeal that the blog helps win. Indeed my indexes do currently not take into account deals won, staff recruited, stock price rises and a few other things: some of these are harder to attribute solely to a blog than others.... I'll give it some more thought as to how I could include at least some of the effect of some of these. Cheers Yes my Blogging Value Indexes need some refining before they make it into the academic textbooks!
As I say Indexes a and b only take into account traffic generated, and leads generated respectively. Including the deals (or megadeals) won as a result of a blog in a historical 12 month period and adding them to the ‘leads generated’ field could help to reflect their effect, but granted, it won’t help put a value on future deals won, especially not a sudden megadeal that the blog helps win.
Indeed my indexes do currently not take into account deals won, staff recruited, stock price rises and a few other things: some of these are harder to attribute solely to a blog than others….
I’ll give it some more thought as to how I could include at least some of the effect of some of these.
Cheers

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