Tagged: roi

Seventy two (ii)

I won’t tease this apart in detail here, but suffice to say you’ll notice how it assumes the death of the command and control hierarchy of the traditional firm. It emphasizes the opportunity to equip every individual with tools to help them determine and articulate their needs, desires, knowledge, skills and values in ways that are useful in working out how best to come together to do stuff of mutual value.

At Attenzi, we’ve begun to move away from our traditional hierarchical structure to flatter and more autonomous but still very much aligned and accountable teams, looking to our improved performance management capabilities for sensory feedback. Of course, some organizations have pursued this kind of structure before us, but interesting qualities and opportunities emerge in our social business context we think that help make it all happen more reliably, transparently and productively.

Attenzi is becoming a network, slowly but surely.

Perhaps this new vista will require a redefinition of the organization, the firm, but there’s no need for us to think about that in operational terms just yet.

Does this question convey a vision for 2025? Sooner? Later? Ever? Who knows until we get there, but we think it conjures up a fascinating potential and one that can inform progress towards social business in the nearer-term.

(Interestingly, as a quick aside, we get positive reactions to this exacting take on social business from people with viewpoints spanning the full political spectrum, but I’m not going to get all political on you here.)

Now then, I won’t keep you any longer… there’s stuff to be done right!

We hope you’re using our story here to cajole your colleagues to sign up for the ride. And as part of that communications process, if you’re looking for a slidestack that builds up to this challenging question, check out: What, exactly, is social business?

While we’re talking slidestacks, here’s one that effectively sums up the approach we’ve taken and referred to in our story here that enables us to recognize the value of social even when its impact is one or more steps back from the cash register: What, exactly, is the value of social media? It’s what we’ve come to call social business performance management, or just social performance in short.

Of course, I’ll continue to add such comments and links to the attenzi.com website, and hope to see you there. And indeed at a Social Media Today conference.

All the best.

Thirty three (ii)

“And use a PC rather than a Mac.”

Rachel frowned.

“Because Mac owners are perceived to be wealthier than PC owners, so supposedly less price sensitive.”

“No way!”

I’d got that factoid from The Economist.

As I got a coffee refill my mind turned to the marketers’ algorithms and performance metrics. There was no doubt that someone running this particular ad campaign and subsequent (selective?) promotion was running the numbers through some kind of real-time ROI analysis, and the conversation with Dom about SiQi TVs popped back into my mind.

“Were you intent on this particular brand?” I asked, tapping the watch in question. For the life of me I’d never heard of it.

“Oh yes. Sarah and Joanne have one already. They’re so cool. And they do great colors. And they buy musical instruments for schools. Sarah’s cousin gets to play drums during her lunch break.”

I wondered if the analysis in question took any of that in to account. If the metrics don’t, and if people perform as they are measured, the brand owners risk doing more of what they can measure and less of what they can’t or don’t measure, which might well lead to less effective investment of the budgets available; a symptom of ignoring complexity. Sarah calls it corrupt ROI – corrupt because it is simply erroneous, and corrupt because sometimes it’s a dishonest representation. For the moment, I just had this picture of a ‘digital type’ claiming the ROI entirely as his own.