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March 25, 2012No Comments

Act With Conviction

The notion of taking action without conviction defies the conventional wisdom to think before you act.  The truth is, creativity isn't about wild talent as much is it is about getting things done.  To find a few ideas that work you need to try a lot that don't.  I have found that waiting builds apathy and increases the likelihood that another idea will capture you clients’ energy.  

Additionally, I have also found that if you build lots of conviction after much analysis, it might leave you too deeply committed to a single plan of action and unable to change course when necessary.  Taking action helps expose whether we are on the right or wrong path more quickly and more definitely than pure contemplation ever could.

Whether you work with a team or alone I implore you to make a commitment to early action—with conviction -- that will help your ideas materialize.

Act With Conviction via @jpenabickley

March 20, 2012No Comments

The Road Not Taken

Two roads diverged in a wood, and I,
I took the one less traveled by,
And that has made all the difference.


Robert Frost's The Road Not Taken was the inpiration behind my Making Ideas Work session.  What is the road you have taken?  While the tendency to generate ideas is rather natural, the path to making them happen is tumultous.  When was the last time you fought to create your ideas or work?

Have you taken a calcutaed risk lately?  Success comes from taking calculated risks and either achieving your goals or learning from setbacks. Risk-taking indicates that you have confidence in your ability to succeed but also accept the possibility of failure because mistakes are a fact of life. Even if you fail, risks can often be considered a “success” if you learn from the experience and resolve to do better the next time.

Coming up with an idea is not a risk -- actually making an idea it happen is. In the end, the only people who fail are those who do not try.  I challenge you to try!

 

I took the one less traveled by,
And that has made all the difference.

 

The Road Not Taken via @jpenabickley

September 18, 20111 Comment

Social Data Guided Media Plans

With every passing day, the benefit of social listening and data becomes more engrained in how we determine where we reach and market to people.

If you use social listening to identify marketing insights and innovations, you know the power of the outputs.  More than conversations, the data provides us knowledge of where those conversations are taking place.  We can also determine the volume of conversations as well as the influence of the people having those conversations at a particular URL.  That data combined with public traffic records now gives media planners the ability to pinpoint where their customers are engaged with content. 

The power of this data and knowledge can guide higher performing media plans.

Surprisingly, most media planners and buyers use antiquated methods to plan and purchase media.  Today, media buying companies rely on publishers to supply them with traffic stats and standard demographic data.  These are typically combined with third party reporting tools from firms like ComScore. 

Given the power of data @substancenyc is extrapolating out of our social listening exercises we decided to test a new way of building media plans.  Instead of using traditional methods of media planning we used our social listening tools to identify high volume conversations & influencer data to create a media plan that allowed our branded content to reach our target.

First we used social data to identify the right kind of customer.  Then we created a keyword list for our social listening tools to listen for. After that, we created an algorithm to extrapolate relevant conversations.  Once we identified the relevant conversations, we wrapped a volume metric around the URLs & places those conversations were talking place.  Once that was achieved we used a tools to identify the number of social influencers having the conversations.  Using the outputs of these simple exercises we created transmedia plan that effectively told our brand story.

Social Media

 

How did we know this was going to outperform a traditional plan?

We tested it. We tested a traditionally built plan against a social data guided plan. The result, the social data plan out performed the traditional plan by 19%.  The social data plan had more reach and conversion than the traditional plan. 

This test has transformed the way we are going to market for our clients.

What are you doing today that could change the way we do business tomorrow?  Let us know @substancenyc.

 

Social Data Guided Media Plans via @jpenabickley

April 29, 2011No Comments

on: a call to all woman leaders – sit at the table

Sheryl Sandberg, the COO at Facebook gave this talk at Ted Women called “Why we have too few women leaders.”  She refers to women in all industries and it made me think specifically about the advertising industry.  But, the good news is that there are people in advertising who are working on changing the ratio and I’d like to help them spread the word.

http://video.ted.com/assets/player/swf/EmbedPlayer.swf

 

Sandberg points out that women aren’t making it to the top of any profession anywhere in the world. In the corporate world, 15-18% are female leaders.

So, how do we fix this? Sandberg makes 3 suggestions:

1. Sit at the table – women tend to underestimate their own abilities and don’t negotiate well for themselves in the workplace. She cites a study where 57% of the male college graduates, entering the workforce negotiated their first salary, while only 7% of women did. Women also tend not to promote themselves well. (More on this later)

2. Make your partner a real partner — In our culture, women are still expected to carry more of the childrearing duties. When a woman and man both work full time, the woman does twice the amount of housework and three times the amount of childcare. We have to work on changing this. Studies show that couples that split the duties have half the divorce rate.

3. Don’t leave before you leave — Actions that women take to help them stay in the workforce, end up making them leave. From the moment a woman starts thinking about having a child, she starts to hold back. She doesn’t raise her hand to be put on that big pitch or even for a promotion.
We all have to start paying attention to these things or nothing will change.

What can we do? Farrah Bostic, a VP, Group Planning Director at Digitas is doing something about it. She has started a list of women leaders in advertising on her site,  Pretty Little Head. The idea stemmed from a conversation that she and Edward Boches, the Chief Innovation Officer at Mullen had on Twitter about the lack of women leaders in advertising. She then wrote a post called Time to #changetheratio in Adland, too. Once you get to her site there’s plenty to read about this topic and be sure to check out the list of female leaders. If you see someone missing, including yourself, just email her.  It’s pretty amazing to watch the list grow by the day.

There are a lot of women leaders out there! But why don’t we already know this? Why, in 2011, does it require a list? Farrah talks about how women are not great self-promoters and that’s a very large part of this. Farrah talks about this here and refers to a Clay Shirkey post called A Rant About Women. His “rant” is about his concern that women don’t have what it takes to be the self-aggrandizing jerks, that men are capable of being, to get ahead. If this gets a rise out of you, read the article. It’s interesting.

Lists like the following (that I also got from Farrah’s site) will be very helpful to those who want to hire more female leaders. Not just for the sake of hiring a female, but to broaden the pool of who you’re considering. These women are doing great work. They should be on your short list.

 

Pink-raise-your-glass-rosie-riveter A Field Guide to the Female Founders, Influencers and Deal Makers of the New York Tech & Media Scene. This is not a club or an organization, but a list, so again, if someone is missing, including yourself, add your name to the list. Check out these sites and if you know of any relevant resources, please share them with me directly or in comments.

If you want to get more people talking about this, and find this information helpful, please share the link on Facebook or Twitter and reblog this (share links below this post).

Thank you!!

[ via annehubben.com ]

on: a call to all woman leaders – sit at the table via @jpenabickley

February 22, 2011No Comments

on: the paper tweet

Media_http24mediatumb_ioqCa.jpg.scaled500

Do you work in an office environment where many of your co-workers still haven’t grasped the concept of Twitter? These Paper Tweet Pads might be the easiest way to communicate with them, while slowly drilling the site’s purpose into their head—one condescending page at a time.

[via Knock Knock]

 

on: the paper tweet via @jpenabickley

October 21, 2010No Comments

on: kamchatka’s agency site

An agency that uses twitter as it's site. It's an interesting experiment. Only time will tell if this can will sustain the agency core communications.  If it does it could be a game changer.

on: kamchatka’s agency site via @jpenabickley

October 21, 2010No Comments

on: kamchatka’s agency site

An agency that uses twitter as it's site. It's an interesting experiment. Only time will tell if this can will sustain the agency core communications.  If it does it could be a game changer.

on: kamchatka’s agency site via @jpenabickley

August 2, 2010No Comments

on: interviewing at sterling cooper, draper, price

Mad Men aired it's fourth season premiere last sunday and and fans can now interview for a job at the new Sterling Cooper, Draper, Price.


Screen shot 2010-08-01 at 3.37.44 PM
 


check the Job Interview app out at: http://www.amctv.com/originals/madmen/job-interview/

I made it to senior partner by choosing the most cocky possible answers! 

on: interviewing at sterling cooper, draper, price via @jpenabickley

August 2, 2010No Comments

on: interviewing at sterling cooper, draper, price

Mad Men aired it's fourth season premiere last sunday and and fans can now interview for a job at the new Sterling Cooper, Draper, Price.


Screen shot 2010-08-01 at 3.37.44 PM
 


check the Job Interview app out at: http://www.amctv.com/originals/madmen/job-interview/

I made it to senior partner by choosing the most cocky possible answers! 

on: interviewing at sterling cooper, draper, price via @jpenabickley

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