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

June 5, 2009No Comments

ON: A Creative Guide To Brand Building

It's not easy.  If it was, everyone would do it!  This presentation was created to help marketers, art directors, writers and experience designers focus on the details when building or pitching brand work.

ON: A Creative Guide To Brand Building via @jpenabickley

January 17, 2009No Comments

ON: Advertising’s Evolution

This is a great video created by ad agency Scholz & Friends.  The animation details the dramatic shift in the marketing reality over the last 100 years. What I love about this video is that asks an important question that we should be asking of the brands we work with.  “Don’t you have something interesting to say?"

 http://vimeo.com/moogaloop.swf?clip_id=2753002&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1
Scholz & Friends: "Dramatic shift in marketing reality" from Michael Reissinger on Vimeo.

After years of “crafting messages” to appeal a mass
consumer market many brands have lost their ability to do or say
anything interesting. Te products and services that will survive the conversation economy will be companies that stand for
things more meaningful than just promoting the consumption of their
products.

ON: Advertising’s Evolution via @jpenabickley

January 17, 2009No Comments

ON: Advertising’s Evolution

This is a great video created by ad agency Scholz & Friends.  The animation details the dramatic shift in the marketing reality over the last 100 years. What I love about this video is that asks an important question that we should be asking of the brands we work with.  “Don’t you have something interesting to say?"

 http://vimeo.com/moogaloop.swf?clip_id=2753002&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1
Scholz & Friends: "Dramatic shift in marketing reality" from Michael Reissinger on Vimeo.

After years of “crafting messages” to appeal a mass
consumer market many brands have lost their ability to do or say
anything interesting. Te products and services that will survive the conversation economy will be companies that stand for
things more meaningful than just promoting the consumption of their
products.

ON: Advertising’s Evolution via @jpenabickley

November 23, 20083 Comments

ON: Nike 6.0

Picture 2

Check out the sliding nav and picturesque navigation at Nike 6.0

Nike 6.0 Website URL: http://www.nike.com/nke6/v5/#/brand/team/sport_bmx

ON: Nike 6.0 via @jpenabickley

October 23, 2008No Comments

ON:Fuze

Check out this beautifully designed site. Fuze is succulent and sweet.Picture_3

All you need is a product and an idea. 

Picture_4

Check it out.

ON:Fuze via @jpenabickley

October 23, 2008No Comments

ON:Fuze

Check out this beautifully designed site. Fuze is succulent and sweet.Picture_3

All you need is a product and an idea. 

Picture_4

Check it out.

ON:Fuze via @jpenabickley

October 10, 2008No Comments

ON: Tribes

Definition: A tribe, viewed historically or developmentally, consists of a social group existing before the development of, or outside of, states.  (Source: Wikipedia)
Marketing To Tribes - We are all trying it.

At the center of most tribes is a passion for a shared experience.  This is no different from Social Networking.  Marketers will continue to try to market within Social Media and some will fail, some will learn and some will find the right tribe.  When a Brand finds the right Tribe they will win the popularity contest we call "Tribal-Share".

ON: Tribes via @jpenabickley

October 10, 2008No Comments

ON: Tribes

Definition: A tribe, viewed historically or developmentally, consists of a social group existing before the development of, or outside of, states.  (Source: Wikipedia)
Marketing To Tribes - We are all trying it.

At the center of most tribes is a passion for a shared experience.  This is no different from Social Networking.  Marketers will continue to try to market within Social Media and some will fail, some will learn and some will find the right tribe.  When a Brand finds the right Tribe they will win the popularity contest we call "Tribal-Share".

ON: Tribes via @jpenabickley

September 8, 2008No Comments

ON: Your Next MiniMan Adventure.

If you are a Lego fan like my son, (builds and creates through Lego's) then you will love the MiniMan. 
      A 30th birthday tribute to Lego's mini-figures launched yesterday.  This blog style site uses a simple principle.  Its about you the creator and only you can create the next MiniMan adventure.

This content has inspired conversations among their core who seem to be posting photos, comments and their own MiniMan adventure videos. Check it out at : http://www.gominimango.com

"Built around the rallying cry, Go MiniMan Go, the online and offline integrated branding campaign includes an HD and 3D video for TV and YouTube, a GoMiniMan blog, an online video contest on gadget guide Gizmodo, activities at Lego amusement parks, and events at Lego retail stores.
The animated video -- that can be viewed frame by frame -- is
geared to adults, showing mini-figures participating in several
cultural and historical moments and everyday activities since 1978." - Source  ClickZ

Don't forget to download the HD-3D video at : http://www.gominimango.com

ON: Your Next MiniMan Adventure. via @jpenabickley
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