If you are having the same problem as me, you have to watch this video.

I am talking about being asked at least five times a day about the Return on Investment of social media.

I was delighted to hear Kevin Roberts, the CEO Worldwide of Saatchi & Saatchi, mention that this is actually the wrong question (thanks, Vince, for pointing out the video to me).

People should be talking about Return on Involvement instead.

According to Roberts, the winners will be those who can figure out how to manage emotional involvement, how to predict and value it.

“Measure the new ROI and you are a billionaire”.

Roberts will be talking at my livery in the autumn and I can’t wait.

This entry was posted on Wednesday, May 20th, 2009 at 3:25 am and is filed under Communications Strategy, Web 2.0. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “ROI Billionaires”

1. No Turning Back « X- Culture says:

   June 1, 2009 at 7:46 am

   [...] The more I work with organisations to introduce Web 2.0, the more I realise that it is mostly about relinquishing fear. I believe communicators can play a major role in removing resistance and developing what Kevin Roberts calls “emotional connectivity”. [...]
2. Marc Wright says:

   June 9, 2009 at 9:03 am

   Return on Involvement - excellent!

   Had to look away at the brain mutilation though