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ROI Rage

For several years I’ve been hearing quite a few acronyms when it comes to metrics, social media, and companies FINALLY starting to see that there really is something to doing metric measuring campaigns. With every new technology, it sometimes takes a little time for people to become comfortable with the idea of it and to honestly figure out how it can fit into what they’re currently doing. I sell muffins…metrics can’t possibly be for me. I sell lawn mowers…no one cares if I have a digital presence. Not true my dear, delusional friends. You too can have a digital presence and make sure your money is being invested in the right type of social media too!

For so long there have been rumors and myths moving through the corporate world that metrics don’t work or they’re limited. And the age old question is always, “What am I actually getting from my monetary investment into social media and digital campaigns? If sales don’t double, really? What is the point.” Here is where the acronym ROI comes in. It stands for Return On Investment. Every company wants to know what their return on investment will be. We’re all about the benjamin’s baby.

But it took the Grandaddy of digital…well digital anything at this point, Adobe to put a smart, well put together ad out there to really ahem, slap people into reality. My favorite part is that Adobe isn’t even worrying about print vs digital and that petty argument these days. They’ve risen above it and simply said, let’s talk metrics. Whatever format you’re approaching metrics from, lets get it straight that it’s a functional and accessible part of business today. It’s a little hard to ignore now, especially when you’re being ahem, slapped in the face with the use of metrics and digital campaigns, whether that is through an app, a QR code or some other measurable, metrics system.

So get in touch with your inner ROI rage and if someone tells you ROI is a myth…just ahem, slap them into a reality check. It’s all about the ROI’s baby.

*Do not attempt this. But feel free to laugh at the idea of doing this in the office.*

Expanding my horizons…

So sometimes you don’t realize how dense you’re being when you’re, well, being dense. I most often live in a world where a graphic designer either does, print, web, or both (the most marketable). But with technology being what it is today, that’s pretty much loosing it’s validity. Graphic designers, more than ever, are starting to add their 2 cents or even 10 cents to projects around the world that would otherwise be “none of our business.” Move over traditional roles: Graphic designer coming through.

My preamble was to introduce my thoughts on video. My friend Laura, a great graphic designer out of Chicago, sent me this link (see below) of a video of lightening striking 3 buildings simultaneously in Chicago. One of the most amazing things I’d seen! So I start looking at this man’s other videos and low and behold! He had just gotten back from HOW in Denver! I knew I recognized him! His name is Craig Shimala. Truly his work is phenomenal. I sat at work and watched all his films. I just couldn’t get enough.

As I was watching I started thinking: A t-shirt designer (He works at Threadless), a graphic designer, and a movie maker. That’s a lot of hats! But it all started to make sense. T-shirt designer and graphic designer, we can easily see the connections. The movie maker part took more pondering, but then it hit me: Graphic design is the organizing of information to best communicate an idea, and at best to communicate an experience. And there was the connection! On a print piece we organize words, colors, fonts, and pictures to create an experience. Isn’t movie making just that? Organizing moving images, shot in certain color palettes and laid out in a sequential order (possibly to music) to create an experience for the audience?

So I see my horizons changing. While I most likely won’t be picking up a camera tomorrow to make a movie, the divisions I once saw between what a designer could/could not do are no longer quite as defined.

Lightning strikes three of the tallest buildings in Chicago at the same time! from Craig Shimala on Vimeo.