What if there was an easy way to increase employee productivity by 10% using the technology that’s already in place? What would that do to the bottom line? Even a 1% gain would be significant for most large organizations. In this day and age when CIOs are competing for budget and every dollar of technology investment must be justified, CIOs should not overlook training as a means to boost employee productivity and the ROI of existing technology investments.
Unfortunately it seems that too few people really know how to use the applications they have available in an effective way. Take for example the proliferation of spreadsheets in the workplace. Tools like Microsoft Excel have amazing features that support some powerful analysis and reporting. Yet many people fail to utilize basic productivity features built into such applications. We probably all observe people misusing tools and completing work the hard way simply because they don’t know any better. And Excel is just one tool that many of us use day-in-day-out. Outlook has some amazing features to boost productivity but few people know how to take advantage of them.
Even where some level of training in core ERP applications is provided to new employees, we know that very little is actually absorbed in early training. And much of IT training is focused on what buttons to press in what sequence to get a job done; very little seems to focus on how to use all the technology together as part of a productive business process.
I moved to the Bay Area from Milwaukee about five months ago. Among the things I miss from my hometown are my two favorite burger restaurants--AJ Bombers and Sobelman's. Both have used Word of Mouth (WOM) to become successful small businesses, but while one built its buzz over 10 years, the other used social media to become a success in just one year. The stories of these two businesses can provide insight and inspiration to much larger brands seeking to create benefits with social media.
I've recently found myself in interesting discussions--one might call some of them debates--about ROI and Social Media. In recent weeks, Social Media ROI was the agenda for meetings with several clients, the focus of a panel on which I participated at Digiday Social, and a lively topic of discussion at a dinner of marketing leaders in town for the OMMA Global event. And today I read an article about Wal-Mart that got me to thinking about the dangers of too narrowly defining ROI.
It's interesting to hear the wide range of attitudes toward social media ROI. Some companies measure quite a bit about their social media activities but do not evaluate ROI in its most literal definition: The financial return generated by a specific monetary investment. Others go through a great deal of effort to measure ROI, creating complex models to calculate an approximation of financial return.
Some in the direct marketing space are beginning to value their social media efforts much as they do their PPC campaigns--assessing the cost of participation compared to the clicks, conversions and sales generated from trackable links seeded into tweets and Facebook posts. This sort of measurement is essential and inevitable for companies that sell direct to consumers, but it's important companies not become overly narrow and begin to assess social media as just another click-generating channel.