Measuring Communication: Wrapping The ROC

Since January, we've presented an ongoing series dedicated to the Return on Communication (ROC) formula. The ROC defines a communication measurement abstract across advertising, marketing, public relations, internal communication, and social media.

[(B • I) (m+s • r)/d] / [O/(b + t + e)] = ROC

The formula demonstrates how the return on communication is related to the brand equity of the company or product, the intent of the communication, the execution of that intent, the reach and duration of that communication, and the outcomes that communication produces over the cost required to execute it. When matched to the equation, it would read like this:

The brand times intent (message plus suitability times reach divided by the duration) over the outcomes, divided by the cost (budget plus production time plus experience expended).

In other words, a company with a strong brand and well-defined intent that properly communicates to the right audience will produce better outcomes. Those outcomes can then be divided by the cost required to execute the communication. Simplified, all this really means is the return on communication is equal to how well the intent achieves its outcomes.

I | O = ROI

This also concludes the Monday series so we can present another white paper series next week. However, from time to time, we will be revisiting the abstract with models and case studies to demonstrate how it works by example.

Download The Abstract: Measure: I | O = ROC

The ROC is an abstract method of measuring the value of business communication by recognizing that the return on communication — advertising, marketing, public relations, internal communication, and social media — is related to the intent of the communication and the outcome it produces. Every Monday since January, the ROC series explored portions of the abstract.

Considering Content: Two Top Ten Tip Lists

There are plenty of people who might argue the point, but content is still king on the Internet. Readers, friends, associates, colleagues, etc. are all looking for the most useful information about someone, something, some service, or skill set.

After all, content searching and sourcing is the primary reason Google exists, isn't it? How about Amazon? How about Flickr? How about Etsy? Most people go to these places to look for specific content. And once they find you, the question is "did you deliver?"

I know two people who delivered this week on the topic of content management. First, Valeria Maltoni on Conversation Agent and then Kat French on the Social Media Explorer.

Something I always tell students when taking in information from different sources on how to be a better writer is to look for similarities and underlying themes. If diverse parties like Ogilvy (advertising), Princeton (academic), and KSL (journalism), and Copywrite, Ink. (communication) all say similar things, albeit differently, there might be something to it. With that in mind, this is where Maltoni and French seem to intersect:

Ten Tips For Content Management

1. Operate from a strategy and plan.
2. Provide value with the right content mix.
3. Choose the right messenger.
4. Participate with your community.
5. Recognize their participation.
6. Make good on your promises.
7. Keep it fresh by meeting their needs.
8. Consider legal and public interest.
9. Never force the sales message.
10. Know your objectives/expected outcomes.

Add the five steps most publics take to move from being aware to taking action, and you'll find all three models blend together rather nicely. So maybe there is something to it, whether you're talking about social media or communication in general.

Embracing Earth Day: BloggersUnite.org

As the sun was rising in the west, 88,000 blog posts focused on Earth Day were added to more than 2 million written this week. Almost 10 percent of them were written by bloggers at BloggersUnite.org. At 6 a.m., it was still early when I looked.

Earth Day By Individuals

Rebecca Leaman, writing for Wild Apricot, highlighted organizations that use Wild Apricot Web sites to help carry out earth-friendly missions to help establish a sustainable future.

Mary Ann Strain, C.P., who represents the "Passionists" at the United Nations in New York City, wrote about Chandrika Tiwari in Nepal and how climate change is impacting women, who she says make up 70 percent of the world’s poor. Even in the United States there is a discrepancy, she writes, 13.8 percent of women are poor compared to 11.1 percent of men.

"irtiza104," who is a student in Bangladesh, used his post on LIFE As I Know It to explore the meaning of Earth Day after admitting that he was "having a lot of trouble fully understanding the meaning of the Earth Day." He then goes on to list seven steps that could help the earth, ranging from curbing our reliance on plastic bags to planting more trees.

Doson, a BlogCatalog regular, chose to write an original poem called "The Blue Marble" on his blog, Inside Doson. "Time Thief," writing a few days ago to help promote the event, provided eco-friendly tips (such as riding an Optibike) on This Time - This Space. And Samantha, an artist who maintains Samantha's Art Studio, promoted reusable bags that can be purchased on Etsy.

Their voices will join millions more who are writing, blogging, and attending events in honor of Earth Day, which marks the beginning of The Green Generation Campaign, a two-year campaign that focuses on the 40th Anniversary of Earth Day in 2010. Some events are small. And others, are much larger.

Anti-Earth Day By Individuals

Of course, not everyone shares the same ideas about Earth Day. Alan Caruba, writing for the Canadian Free Press says "much of the foundation of the environmental movement is pure lies, mind boggling distortions of questionable 'science', and a thin veneer for the entire purpose of environmentalism, the imposing of a one-world agenda for the enrichment of a few who dream of a monopolistic control of the world’s resources and its human work force."

He's not alone. There are plenty of people who will write about that today. Or, perhaps, remind us how people haven't done enough in what is often billed as politics masquerading as planet friendliness.

Politics Or Promise?

Maybe it's because I grew up watching the acclaimed Keep America Beautiful PSA crying Indian commercial that launched on Earth Day in 1971 (The PSA won two Clio awards and the campaign was named one of the top 100 advertising campaigns of the 20th Century by Ad Age Magazine), but I like Earth Day.

Sure, I understand the politics and commercialization of it all. It's simple. People will be around to save the planet or they won't be.

At the end of the day, when you deduct all the fuss from the extreme, the net result is that Earth Day helps people pause for a minute or two and think about how we might do this or that a little better. Ergo, Iron Eyes Cody convinced me to promise to never litter again. It's a little thing. But a whole lot of little things add up to something big. There is nothing wrong with that.

"If you change the way you look at things, the things you look at change.” — Wayne Dyer

Squeezing SM Pros: Bloggers And Celebrities

According to Mark Penn with E. Kinney Zalesne, writing for The Wall Street Journal, the concept that blogging is passing fad might finally be put to rest. The United States is a nation with more than 20 million bloggers, with 1.7 million profiting from the work, and 452,000 of those using blogging as their primary source of income, he writes.

"Pros who work for companies are typically paid $45,000 to $90,000 a year for their blogging," he wrote. "One percent make over $200,000. And they report long hours -- 50 to 60 hours a week."

Beyond the stats, demographics, and several key observations, there is something else that these numbers might mean. Not only is social media mainstream, it's changing and some of the old guard leaders are being supplanted by newcomers.

In some cases, reasonably well-paid professionals that blog, tweet, and chat across the Internet have outpaced early adapters with brand boosts from big companies. While it always happened before (one wonders if there would be Scoble without a Microsoft or a Kawasaki without an Apple), the brand boosts are starting to come from smaller and much more traditional companies. (We predicted it was inevitable several years ago.)

At the same time, coupled with the addition of celebrities like Oprah and Ashton Kutcher on Twitter, several social media types that used to lead the way say they feel like part of the crowd. Leo Laporte even said with only 100,000 followers, he could go back to being a normal Joe. It almost begs the question. When wasn't Laporte a normal Joe?

In a recent interview, Kutcher revealed his secret. Despite the billboards and already high number of followers, he just wants to be a normal Joe connecting with people using an online message service. And you know what? That's pretty much what he does. He is not alone either.

So, as some top social media pros eventually find themselves as part of a shrinking middle between a growing number newcomers and celebrities at the top, it seems to me the best advice isn't to call new folks carpetbaggers as much as it might be to welcome them along. I've seen several thousands of bloggers rise and disappear over the years; the good ones always stick around without labeling others simply for fear of giving up turf. There is no turf online, except the astro kind.

Equally important, having managed several hefty brands over the years, I always known that brands provide amazing boosts for individuals. Big deal. It's better not to worry about positive brand associations as much as your ability to be true to your company, your client, or yourself (depending on why you spend your time online). That's not online advice; it's advice for life.

Measuring Communication: Five Steps To Action

While it is not part of the ROC measurement abstract, communicators might be best served to consider five basic steps before developing a communication stream, using social media, or an integrated communication strategy, which may or may not include social media. These five steps aren't what the communicator ought to do. They are what an intended public does.

Step One: Awareness. The public has to know the communication stream exists. Communication that happens in a vacuum isn't heard.

Step Two: Interest. The public has to have a reason to take an interest. The channel usually needs to offer added value, incentives, unique insights, or original content.

Step Three: Engagement. The public has to have a mechanism to engage, which means the channel needs to continually deliver on its promise to add value, incentives, unique insights, and original content. Often, with an opportunity to engage in two-way communication.

Step Four: Conviction. The public has to have a reason to become committed beyond engagement by either accepting a belief (the product/company is good) or intending to take an action (attend an event, purchase a product, etc.). The point here is that engagement, while important, might not be enough.

Step Five: Action. The public has to take action beyond engagement to become true customers or advocates. In social media, this might mean referring others or, in some cases, purchasing a product (online or off) or producing some other outcome.

It seems to me that one of the most overlooked aspects of online organizational communication is that some communicators forget that not every member of the public will begin at step one. Often times, existing customers or advocates are already aware and have an interest, which is why they are searching for the company or product or service online to begin with.

So the question to answer is always much simpler than it seems. Did the organization make it easy for these customers and advocates to engage, become convicted, and take action?

Download The Abstract: Measure: I | O = ROC

The ROC is an abstract method of measuring the value of business communication by recognizing that the return on communication — advertising, marketing, public relations, internal communication, and social media — is related to the intent of the communication and the outcome it produces. Every Monday, the ROC series explores portions of the abstract, with exception of today.

Walking Tall: Aid For AIDS of Nevada

If there is any good news to follow on the heels of Kaiser Daily HIV/AIDS Report, which calls U.S. efforts to prevent the spread of HIV/AIDS "insufficient," it is that some people are willing to do something about it. This Sunday, April 19, Aid For AIDS of Nevada (AFAN) will be hosting its 19th annual AIDS Walk in Las Vegas.

The event, which is supported by the entertainment industry in Las Vegas, including Penn & Teller and up-and-coming singer/songwriter Jake Walden, is anticipated to break fund-raising records for the local AIDS organization. It's needed.

The State of Nevada Department of Health and Human Services has terminated four Ryan White Part B Programs (RWPB), which totals more than $750,000 of funding. The cuts occurred on April 5 with less than 30 days notification. In addition to directly impacting AFAN, one of the most devastating cuts impacted the University of Nevada School of Medicine’s Nevada Care Program. What makes the cuts so significant is that this program is responsible for treating pregnant women who are diagnosed with HIV/AIDS so their babies are not born with the HIV virus.

“For unborn children especially, this is a life and death decision that will have consequences far greater than the state has obviously considered,” said Dr. Echezona Ezeanolue, director of the University of Nevada School of Medicine’s Nevada Care Program. “These children, who would otherwise have a 98 percent chance to be born without the HIV virus, will more likely be born with the virus.”

Without this critical care, these unborn babies will certainly be born with HIV/AIDS. If they are, their average life expectancy will be a mere 24 years, with the cost of care averaging $25,200 per year. Considering this statistic is consistent across all HIV/AIDS diagnosed people, it represents one of the most short-sighted budget cuts in the history of Nevada. Each newly infected person will cost the state $600,000, which is almost as high as the budget cut.

Is it any wonder people are upset with taxes in the U.S.? It's not so much how much people pay as much as it's about what we're paying for. President Obama's stimulus package included $6.1 million for corporate jet hangars in Fayetteville, Arkansas, and $20 million for a minor league baseball museum in Durham, North Carolina, instead of administrating a program that prevents babies from being born HIV positive for a mere $350,000.

The problem isn't just local. It's national (and global). In the United States, the fastest-growing segment of HIV/AIDS diagnosed people is young adults. How young? Ages 13-24.

While some people might call the recent Tea Parties patrician politics, I can assure you that HIV/AIDS does not discriminate along party lines. The entire spending structure of the national, state, and local government needs to be re-evaluated and re-prioritized.

The solution is in our grasp and it starts with communication.

When people talk about politics, they tend to talk ideologies. I prefer to talk about people and fiscal mismanagement.

I'd rather see people keep more of their money and then invest it in local programs with a proven track record. AFAN qualifies. With almost 3,600 residents living with HIV and 3,000 more are diagnosed with AIDS in the Las Vegas area, AFAN serves a large percentage of those through direct client service programs, food programs, prevention and education programs, and community outreach. You can learn more about AFAN here and the AIDS Walk Las Vegas here.

You can learn more about the national epidemic from Anthony S. Fauci's opinion piece that recently ran in The Washington Post. In it, he points out that Washington, D.C. health officials estimate that 3 percent of city residents had full-blown AIDS or were infected with HIV. At 3 percent of any population, it seems painfully obvious that the virus can no longer be considered an epidemic confined to lifestyle choices. Everybody is at risk.

So this Sunday, I am joining (along with my family) the thousands of people walking in support of AFAN. I'm not big on asking for donations, but if you want to lend any direct contributions, you can find my donation page here. Or, if you want to have twice as much impact, consider adding your name to the Penn & Teller Challenge. They will double their team's contributions.

Since I will be waking for AIDS this Sunday, other than sending out a tweet or two, I probably won't be posting (my Sunday post is today). But you can post something about AIDS if you are so inclined. AIDS Walk Las Vegas has an event page at Bloggers Unite. You don't necessarily have to post about the local event. Write what you want.

Here's an idea. Write about how the U.S. is long overdue in virtually eradicating an infectious virus like smallpox or polio (although more work needs to be done there too). Or simply ask why is there no AIDS vaccine. Or, more specifically, ask why is $200 million in taxpayer money being used to rehabilitate a national mall when it could be used to develop an AIDS vaccine.

We don't need more taxes to do it. We need a Congress that is capable of realigning its fiscal policy to let taxpayers support programs at their discretion rather than allowing politicians to pad pork projects. At least I think so. What do you think?

Whatever you think, you can be certain all solutions start with communication. Unless people talk about it, nothing gets done.