'

CASH

Понравилась презентация – покажи это...





Слайд 0

CASH Content & Photo: © 1984 Betty Weinaug Melissa Rach @melissarach DialogStudios.com


Слайд 1

I am two people. Johnny is the nice one. Cash causes all the trouble. —Johnny Cash 2


Слайд 2

Business expectations To make an investment, funders expect: To know exactly what content will do for the organization Proof of competency/quality Exactly how much it will cost Provable value and ROI Hard numbers. Right now. 3


Слайд 3

yikes.


Слайд 4

We can do it We know content work is valuable We know content is a benefit (necessity) for businesses And the organizations are catching on, too 5


Слайд 5

Today Selling and scoping Estimating value/ROI Measurement 6


Слайд 6

But first… some anger management


Слайд 7

1.It’s not (always) about disrespect or even money. ©2014 Abbey Hambright Etsy.com/shop/abbeychristine


Слайд 8

Economics is making the best out of life. —Gary Becker 9


Слайд 9

Decision making is scary Investing in content: Means NOT investing in other things Might result in loss of: Money Time Other opportunities Professional reputation Emotional anguish 10


Слайд 10

And hard… People: Are limited by what they know Latch on to things that are familiar Choose the safest option And then immediately start worrying that they’ve made the wrong decision 11


Слайд 11

2. Content is a harder decision than most Photo: ©1980 Betty Weinaug


Слайд 12

Content breaks all the economic rules Things of value are usually Exclusive Transparent Hard to replicate Endless supply AND endless demand 13


Слайд 13

Content work is a service “New” industry Very diverse No obvious accreditation Doesn’t fit nicely into a traditional business 14


Слайд 14

3.Numbers don’t need to be exact. Photo: ©1980 Betty Weinaug


Слайд 15

As far as the laws of mathematics refer to reality, they are not certain; and as far as they are certain, they do not refer to reality. —Albert Einstein 16


Слайд 16

Measurement is… A set of observations that reduce uncertainty where the results are expressed as a quantity. 17


Слайд 17

Numbers are a communication tool Numbers reduce uncertainty: Approximate values Shortcuts for the brain Common vocabulary 18


Слайд 18

Selling and scoping (building a relationship) Photo: © 1978 Betty Weinaug


Слайд 19

The goal: Make a confident decision that’s beneficial to everyone. 20


Слайд 20

1. Define the need What is the need? What are you offering? New or updated content Cleaned up content/fixed mistakes More efficient, happier workplace Unifying strategy Ongoing service How does this work benefit the business? How do (will you) you know? 21


Слайд 21

2. Understand the process Get all the information you can, find out: What is the decision? What impacts that decision? Who impacts the decision? What experience do stakeholders have with content work? Is there a budget? 22


Слайд 22

3. Make connections 23 Photo: © 1980 Betty Weinaug


Слайд 23

4. Understand all benefits and costs 24


Слайд 24

5. Tell a hopeful story Create a story that highlights key benefits, such as: We can serve users better We can be more efficient We can beat the competitors We can be more accurate 25


Слайд 25

6. Eliminate fear 26 Discuss the details Answer questions Address concerns Start small or do some proof of concept work Provide references (services) or samples (goods) Be patient


Слайд 26

Estimating value and ROI (the magic formula) Photo: © 1980 Betty Weinaug


Слайд 27

Value = Benefits-Costs


Слайд 28

Value of what? 29


Слайд 29

Value of what? 30


Слайд 30

Content as product What is the content product worth? Benefit: Profit from the sale of the product Cost: Cost to create the product 31


Слайд 31

Photo: © 1980 Betty Weinaug


Слайд 32

Value of what? 33


Слайд 33

Content as influence What is the piece of content worth? Benefit: Increased profit as the result of an end-user behavior change Cost: Cost to create the content 34


Слайд 34

Estimates, not exacts Figure out what you know; fill in the blanks with assumptions The average Johnny Cash t-shirt costs $20 Analytics show that 50 people start the process of purchasing a t-shirt online every day, but only 10 finish the process User research shows that the instructions on the purchase pages are very confusing We assume 5-10 people leave the purchasing process because of something unrelated to the site, and 5-10 leave the process when they see the shipping costs We assume the remaining 20-30 people would complete the purchasing process if the instructions were more helpful Therefore, the value of the instructional content is likely around $144,000-216,000 per year ($20 x 20-30 people x 30 days X12) The cost of fixing the content is approximately $5,000 35


Слайд 35

Intermission Photo: © 1982 Betty Weinaug


Слайд 36

Value of what? 37


Слайд 37

Efficiency tool What is the tool worth? Benefit: Cost savings as the result of employee behavior change (or happiness) Cost: Cost to create/maintain the tool and train people to use it 38


Слайд 38

Value of what? 39


Слайд 39

Strategy (or service) What is the strategy worth? Benefit: Combination of: Savings/profit from: Content as product Content as influence Tools Sub-services Value of non-monetary benefits Cost: Cost to create/implement the strategy 40


Слайд 40

Estimating results BEFORE work starts


Слайд 41

Max Gain x % Success = Risk if denied Max Loss x % Failure = Risk if approved


Слайд 42

Estimating probable results Basic project information: Maximum gain: $216,000 Maximum loss: $5,000 Chance for success: 70% Expected opportunity loss: Risk of approved: $5,000 X 30% = $1,500 Risk if rejected: $216,000 X 70% = $151,200 43


Слайд 43

Pricing basics Look for comparables Give ballpark estimates early Estimate on time, price on value Aim for a consumer surplus Always provide numbers in person 44


Слайд 44

Price is like setting a screw. A little resistance is a good sign. —Harry Beckwith 45


Слайд 45

There are a lot of good economists, but there is only one Roger Clemens. — Robert Solow (1987 Nobel laureate) 46


Слайд 46

Measurement (being well-rounded) Photo: © 1977 Betty Weinaug


Слайд 47

Our friend, Johnny… Stats 50+ million albums sold Created: 96 studio albums 63 compilation albums 153 singles Honors 17 Grammy Awards 9 CMA Awards Rock and Roll Hall of Fame Rockabilly Hall of Fame Songwriters Hall of Fame Gospel Music Hall of Fame Country Music Hall of Fame Nashville Songwriters Hall of Fame Kennedy Center Honors National Medal of Arts Hollywood Walk of Fame 48


Слайд 48

Variety of measurements Analytics Qualitative assessments User research and usability External expert review Internal expert review Efficiency measurements


Слайд 49

Measure often, expect long-term results Establish a baseline Measure consistently over time Use different timelines for different types of content 50


Слайд 50

Score! Section score: 88 out of 100 ^ 15% since April


Слайд 51

Photo: © 1977 Betty Weinaug


Слайд 52

©2014 Abbey Hambright Etsy.com/shop/abbeychristine


Слайд 53

It’s about decisions not disrespect


Слайд 54

It’s NOT us-against-them it’s about building relationships


Слайд 55

It’s about reaching understanding and reducing uncertainty


Слайд 56

It’s about estimates not exacts


Слайд 57

It’s not traditional but it’s achievable


Слайд 58

Go prove it. Your work is valuable.


Слайд 59

Thanks! SLIDES: bit.ly/CIDMCash @melissarach melissa@dialogstudios.com www.dialogstudios.com 60 Photo: © 1981 Betty Weinaug


Слайд 60

Want to know more? Content Strategy for the Web (second edition) Check out chapter 10 By Kristina Halvorson and Melissa Rach How to Measure Anything by Douglas W. Hubbard Marketing Professional Services by Philip Kotler, Thomas Hayes, Paul N. Bloom Naked Economics: Undressing the Dismal Science by Charles Wheelan 61


×

HTML:





Ссылка: