My colleague Nicole Engler, who works with our Mayo Clinic Cancer Center and its communications, is a great Mayo Clinic employee and a true believer in the power of social media. She’s involved in the leadership of a young professionals group in Rochester that invited me to do a presentation on social media and be part of a panel last July, and it was a tremendous event.
We will all miss Nicole during the next few months as she’s home with Austin, but it’s typical of her work that she would find a way to get national media attention even as she’s going on maternity leave.
The ad 34 seconds long, instead of the customary 30;
I was about $2.6 million short of the cash required to pay for the airtime; and
I created it during the Super Bowl today.
One of the ironies of social media is that everyone asks about the ROI, or return on investment. It’s an understandable question, but one of the points I make in presentations is that as I (investment) approaches zero, ROI approaches infinity, because it is calculated as follows:
ROI = benefits/costs
My cost of producing this stellar Super Bowl ad wasn’t exactly zero, but it was zero out-of-pocket. I already had invested $150 in the Flip video camera used to record it, and the production took a bit of my time and attention as I enjoyed the game .
I expect the benefits to be non-monetary as well, measured mainly in the satisfaction of getting more people involved in exploring social media. I hope you will use the ShareThis tool below to pass this post (with its embedded ad) along to your friends and co-workers who might benefit from becoming a SMUGgle, and invite them to enroll. I think it captures the essence of SMUG in a brief video snippet (but how did I manage to leave Blogging out?!)
Then we’ll see what happens to the SMUG enrollment, currently at 261 members of our Facebook group.
Updated: I originally had embedded the ad in the Facebook player, but I’m wondering whether that might be responsible for a SMUG slowdown, so I took that version down, at least for now. But you can see the higher-resolution Facebook version in the SMUG Facebook group.
Updated 2/3/09: Here’s the same video in a Blip.TV player. Another post coming on the topic of video players soon: