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February 27, 2013No Comments

The Big Data Movement

BigDataMovement

As we tap, click, call, share, swipe and purchase products and services, our actions are generating record-breaking amounts of data. Now that everything is measurable, everything is measured. We create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.  Big Data represents a digital treasure trove that can help companies create new products and services—and even spawn entirely new businesses—through analytics. Customer experience and design pros like Matter glean customer insights and truths from social media, financial systems, emails, mobile apps, surveys, call centers, and digital and analog sensors.

Over the last year, the term Big Data has become a buzzword tossed around by many. There is a lot more behind those two words, and we thought we’d help demystify the complexity of how Big Data can drive the growth that CEOs demand.

Read more about the The Big Data Movement in the Matter Worldwide Lab.

The Big Data Movement via @jpenabickley

March 15, 2009No Comments

ON: Jack Daniels Consistent Voice


IMG_0223
Originally uploaded by joannapenabickley

The morning of the Daytona 500 I awoke to my iPhone mail box ringing. It was a note from Jack Daniels (JD). The timing of their newsletter was perfect as I was in Daytona and they were launching their new car. When I arrived at the carnival JD had one of the best mobile displays. It was a mobile distillery, to get in you had to present your ID. This extravagant set up was made for the NASCAR audience. It even included a vendor who was mixing Jack and Coke at 11am. Nice!

I am giving their brand folks a high five!  Know your audience. Know why they love you. Try to make yourself accessible to them and their friends where they're most passionate. All brands should be so consistent and deliver on a promise of mellowing spirits since 1866.

Seems so simple and worth every penny if you do the right thing with the data that you collect.

Check out more photos of their set up at http://www.flickr.com/photos/jojobickley/sets/72157615255695409/

Picture 1 

Check out the Jack Daniels Racing Micro Site at: http://www.jackdanielsracing.com

ON: Jack Daniels Consistent Voice via @jpenabickley

March 15, 2009No Comments

ON: Jack Daniels Consistent Voice


IMG_0223
Originally uploaded by joannapenabickley

The morning of the Daytona 500 I awoke to my iPhone mail box ringing. It was a note from Jack Daniels (JD). The timing of their newsletter was perfect as I was in Daytona and they were launching their new car. When I arrived at the carnival JD had one of the best mobile displays. It was a mobile distillery, to get in you had to present your ID. This extravagant set up was made for the NASCAR audience. It even included a vendor who was mixing Jack and Coke at 11am. Nice!

I am giving their brand folks a high five!  Know your audience. Know why they love you. Try to make yourself accessible to them and their friends where they're most passionate. All brands should be so consistent and deliver on a promise of mellowing spirits since 1866.

Seems so simple and worth every penny if you do the right thing with the data that you collect.

Check out more photos of their set up at http://www.flickr.com/photos/jojobickley/sets/72157615255695409/

Picture 1 

Check out the Jack Daniels Racing Micro Site at: http://www.jackdanielsracing.com

ON: Jack Daniels Consistent Voice via @jpenabickley

March 15, 2009No Comments

ON: Jack Daniels Consistent Voice


IMG_0223
Originally uploaded by joannapenabickley

The morning of the Daytona 500 I awoke to my iPhone mail box ringing. It was a note from Jack Daniels (JD). The timing of their newsletter was perfect as I was in Daytona and they were launching their new car. When I arrived at the carnival JD had one of the best mobile displays. It was a mobile distillery, to get in you had to present your ID. This extravagant set up was made for the NASCAR audience. It even included a vendor who was mixing Jack and Coke at 11am. Nice!

I am giving their brand folks a high five!  Know your audience. Know why they love you. Try to make yourself accessible to them and their friends where they're most passionate. All brands should be so consistent and deliver on a promise of mellowing spirits since 1866.

Seems so simple and worth every penny if you do the right thing with the data that you collect.

Check out more photos of their set up at http://www.flickr.com/photos/jojobickley/sets/72157615255695409/

Picture 1 

Check out the Jack Daniels Racing Micro Site at: http://www.jackdanielsracing.com

ON: Jack Daniels Consistent Voice via @jpenabickley

March 20, 2008No Comments

ON: Converse Japan

I was cruising Contagious today and found that my favorite sport shoe brand has launched a retention program.  For a moment It gave me a pause to realize that I had my RED (Converse) on.  In celebration of their 100th birthday, Converse launched an groovy new campaign in Japan that allows fans of the brand to do their advertising for them.  For a shoe brand to think about using the product as a badge of  character is incredibly smart. They have taken the very best practices of loyalty programs and made the shoe a social media platform.  HOT!

Picture_1_2

 

"The campaign allows members of the brand’s loyal army of devoted followers to appoint themselves as ad agency, taking on a series of promotional challenges hosted on a dedicated website. The tasks include the creative customization of advertising banners and avatars, which can then be used to promote the brand beyond the confines of the site itself. The more successful their promotion, the more points the user is awarded - these can eventually be exchanged for exclusive Converse products." - Source: Contagious Magazine

NEVER UNDERESTIMATE THE CONSUMERS LOYALTY

Consumers are always open to all types of brand worshiping activities.  I have found that the more options you give them the will be more than willing they are to jump through some engaging hoops if it means getting their hands on some limited edition goodies which this site is loaded with a treasure trove of social media bling bling!
While the website is in Japanese, its innovation requires no interpretation.  Take a look at it http://thankyou.converse.co.jp

ON: Converse Japan via @jpenabickley

March 20, 2008No Comments

ON: Converse Japan

I was cruising Contagious today and found that my favorite sport shoe brand has launched a retention program.  For a moment It gave me a pause to realize that I had my RED (Converse) on.  In celebration of their 100th birthday, Converse launched an groovy new campaign in Japan that allows fans of the brand to do their advertising for them.  For a shoe brand to think about using the product as a badge of  character is incredibly smart. They have taken the very best practices of loyalty programs and made the shoe a social media platform.  HOT!

Picture_1_2

 

"The campaign allows members of the brand’s loyal army of devoted followers to appoint themselves as ad agency, taking on a series of promotional challenges hosted on a dedicated website. The tasks include the creative customization of advertising banners and avatars, which can then be used to promote the brand beyond the confines of the site itself. The more successful their promotion, the more points the user is awarded - these can eventually be exchanged for exclusive Converse products." - Source: Contagious Magazine

NEVER UNDERESTIMATE THE CONSUMERS LOYALTY

Consumers are always open to all types of brand worshiping activities.  I have found that the more options you give them the will be more than willing they are to jump through some engaging hoops if it means getting their hands on some limited edition goodies which this site is loaded with a treasure trove of social media bling bling!
While the website is in Japanese, its innovation requires no interpretation.  Take a look at it http://thankyou.converse.co.jp

ON: Converse Japan via @jpenabickley

March 20, 2008No Comments

ON: Converse Japan

I was cruising Contagious today and found that my favorite sport shoe brand has launched a retention program.  For a moment It gave me a pause to realize that I had my RED (Converse) on.  In celebration of their 100th birthday, Converse launched an groovy new campaign in Japan that allows fans of the brand to do their advertising for them.  For a shoe brand to think about using the product as a badge of  character is incredibly smart. They have taken the very best practices of loyalty programs and made the shoe a social media platform.  HOT!

Picture_1_2

 

"The campaign allows members of the brand’s loyal army of devoted followers to appoint themselves as ad agency, taking on a series of promotional challenges hosted on a dedicated website. The tasks include the creative customization of advertising banners and avatars, which can then be used to promote the brand beyond the confines of the site itself. The more successful their promotion, the more points the user is awarded - these can eventually be exchanged for exclusive Converse products." - Source: Contagious Magazine

NEVER UNDERESTIMATE THE CONSUMERS LOYALTY

Consumers are always open to all types of brand worshiping activities.  I have found that the more options you give them the will be more than willing they are to jump through some engaging hoops if it means getting their hands on some limited edition goodies which this site is loaded with a treasure trove of social media bling bling!
While the website is in Japanese, its innovation requires no interpretation.  Take a look at it http://thankyou.converse.co.jp

ON: Converse Japan via @jpenabickley

January 6, 2008No Comments

ON:CRM 2.0

During the transitional years between the "bust" and the climb to 2.0  I spent four years working with direct and financial brands as a creative leader in a CRM [consumer relationship management] focused agency.  During those years I found that there were many CRM  strategies that were not a fit for all businesses.  There were the obvious direct to consumer brands in financial services, technology, and specialty goods.  All to often when when we studied CPG [consumer packaged goods] brands we often felt that we were force fitting CRM on products that needed mass media support to drive volume.  The costs of one-to-one programs often exceeded the return on investment for products with $2.00 cost to the consumer.

As the consumer has evolved, the media has fragmented and the conversation economy has emerged we have realize that our consumer's voice in our brands is an important element to learning and product innovation. Marketing campaigns need to deliver more than just a consistent message across the mediums they have to create desire and facilitate people's conversations. We, the creators [agencies, consultants and consumer creators] must look to architect peoples conversations with our ideas, tools and product innovations.

What happens when you combine the principles of CRM [encouraging a profitable relationship with people who love and evangelize your products] with social and mass media?

You get CRM 2.0 - Community Relationship Management

The latest studies by Forrester on consumer clusters and behavior in those communities have lead me
to begin developing a road map that gives the BIG idea a model that uses a
hybrid approach to developing relationships through passion with the use of mass media and people to drive awareness.

Crm20_rm

1.] Identify Community Emotional Needs
2.] Develop Community Personas
3.] Concept "Tools" or "Ideas" {Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

Using these steps I have had successes and many learnings. I have just begun this endevour and am looking to enhance and continue testing it.  What are your thoughts?  How would you craft an effective campaign that gives CPG brands reach and engagement?

ON:CRM 2.0 via @jpenabickley

December 20, 2006No Comments

ON: Consumer-Generated Media

The Internet, far more than any other medium, has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched.

"Consumer-Generated Media" (CGM) encompasses the millions of consumer-generated comments, opinions and personal experiences posted in
   publicly available online sources on a wide range of issues, topics, products and brands. CGM is also referred to as Online Consumer Word-of-Mouth or Online Consumer Buzz. CGM originates from:

  • Blogs
  • Message boards and forums
  • Public discussions (Usenet newsgroups)
  • Discussions and forums on large email portals (Yahoo!,AOL, MSN)
  • Online opinion/review sites and services
  • Online feedback/complaint sites

Why is CGM Important?

First, consumers place far more trust in their fellow consumers than
   they do in traditional marketers and advertisers, according to research. For any marketer, advertiser or business professional trying to be heard or break through the clutter, understanding and managing this high-impact CGM is critical for marketplace understanding and success.

Picture_16_1

Secondly, CGM is prolific and increasingly easy and inexpensive
   to create. Online discussion forms, membership groups, boards and
   Usenet newsgroups represented the first CGM wave. Blogs and online
   videos represent the latest wave of CGM that's easy and inexpensive
   to distribute…and influential in its impact.

Picture_17

* Numbers provided are projected based on Nielsen BuzzMetrics estimates for
English language CGM sources and postings, and are average estimates for
  the year.

Likewise, CGM influences traditional marketing in wholly new ways. Because CGM data is easy to find on search engines, marketers and advertisers no longer "control" the message or the medium. When a consumer types
   a company name, brand or product into a search engine, it's almost certain that some of the first results—good or bad—will be posted and created by other consumers. In addition, the media, analysts, regulators, competitors and other stakeholders encounter this readily available CGM “reference material” when they’re researching issues, topics and trends online.

CGM is dramatically altering the marketing landscape, there are many services like Nielsen Buzz Metrics, comScore and eMarketer that give marketers and intelligence professionals an advantage by locating,measuring and analyzing CGM in wholly new ways so that it's understandable,real-time and actionable.

Does CGM come in different formats?
Catalyzed by the explosive growth of the Internet, CGM includes opinions, advice, consumer-to-consumer discussions, reviews, shared personal experiences, photos, images, videos, even podcasts and webcasts. And who knows what’s next?

The ClickZ Library

A series of easy-to-understand articles on CGM can beound in the links below.

  • The Pocket Guide to Consumer-Generated Media
    Quick CGM basics, from message boards to forums to blogs to consumer-generated
       multi-media (CGM2) http://www.clickz.com/experts/brand/cmo/article.php/3515576

  • How to Act on Consumer Generated Media
    This piece covers 12 areas of CGM actionalability for marketers and business leaders, from search engine advertising to message optimization.  A must-read! http://www.clickz.com/experts/brand/cmo/article.php/3560271

  • Consumer "Surveillance" and Consumer-Generated Multi-Media (CGM2)
    This article discusses how the explosion of new gadgetry is allowing consumers to push expression to deeper, more penetrating, and more persuasive levels of impact.  Their activity is creating a consumer-controlled “surveillance culture” that promises to rewrite the rules of brand management.
    http://www.clickz.com/experts/brand/cmo/article.php/3576076

  • CGM and the Rebirth of Television: This article, entitled "TV is Dead, Long Live TV," argues
       that TV is finding a new voice, new outlets and a new context, thanks to
       the explosion of consumer-generated media.  "Make no mistake…TV is reinventing itself." Learn why here. http://www.clickz.com/experts/brand/cmo/article.php/3563881

  • Is CGM a Long-Term Strategy? This essay argues that companies and brands need a long-term focus
       to reap the ultimate rewards of CGM.  It also challenges the notion
       that brands can simply "push a button" and generate or acquire positive buzz. http://www.clickz.com/experts/brand/cmo/article.php/3553036

  • Understanding the Relationship Between "Emotion" and Consumer-Generated Media: Emotion and consumer-generated media go hand in hand. Moreover, brands can better forecast and predict virality and word-of-mouth levels by simply getting a handle on the depth of emotion consumers feel after a product, brand, or service "experience." http://www.clickz.com/experts/brand/cmo/article.php/3566781

Consumer-Generated Media: A Vocabulary Guide: If you’re confused by the terminology that surrounds consumer-generated media, never fear. Nielsen BuzzMetrics has compiled a guide to the jargon that you’ll encounter. Check out our Get Smart Guide: Quick Vocabulary at your Fingertips.

 

 

 

   
   

 

 

ON: Consumer-Generated Media via @jpenabickley

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