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July 30, 2009No Comments

ON: A Social Media 101

I invite you to join me in for a Digital 101 at Noon on Friday.   Social Media 101: Discover the power of your voice will be an introductory course and forum where we will cover behavioral trends to the technology tools and the brands and people who are using social media.

Picture 1

I Invite you to become an active practitioner in this session.  You can join the conversation at: http://general.wunderman-review.com/Social_Media_101-Site/  or  you can use our UStream live video feed + twitter session at: http://www.ustream.tv/channel/101-social-media-serise

During the session you can use @jojobickley on Twitter to join the conversation, give us your perspective or ask a few questions. 

Find us on these social media platforms at Noon, Friday July 31.

ON: A Social Media 101 via @jpenabickley

July 30, 2009No Comments

ON: A Social Media 101

I invite you to join me in for a Digital 101 at Noon on Friday.   Social Media 101: Discover the power of your voice will be an introductory course and forum where we will cover behavioral trends to the technology tools and the brands and people who are using social media.

Picture 1

I Invite you to become an active practitioner in this session.  You can join the conversation at: http://general.wunderman-review.com/Social_Media_101-Site/  or  you can use our UStream live video feed + twitter session at: http://www.ustream.tv/channel/101-social-media-serise

During the session you can use @jojobickley on Twitter to join the conversation, give us your perspective or ask a few questions. 

Find us on these social media platforms at Noon, Friday July 31.

ON: A Social Media 101 via @jpenabickley

December 21, 20081 Comment

ON: YOU & A Few New Media Truths

The words "Social Media" have become the most abused words in the last year.  The abuse has usually come from the agency world.  Instead of attempting to create advertising that inspired brand engagement  or "conversations" or even purchase, agencies spent a year attempting to jump on a bandwagon well after it passed by.

At my last speaking gig on Tribes Don Barber the moderator introduced me as an "expert" in Social Media.  When I took the stage I quickly corrected that statement. "I am a practitioner in the sport of marketing products and or services to people. I just happened to have been born into the digital practice. Anyone who claims that they are an "expert" in social media is full of shit."  The real definition of Social Media is a person who uses their persona to broadcast messages both through physical word-of-mouth and digital media therefore making them the media channel. The medium and the message have converged.  The only experts are people who have knowledge of human psychology and sociology.

When I saw Matt J McDonalds' post on Simple Social Media Truths - I had to repost them here.

1. Everyone thinks they are a social media expert.
2. Everyone is not a social media expert.
3. Not every company should have social media initiatives.
4. We’re all still figuring this out.
5. Conversations are important, but not as important as some people will have you believe.
6. Traditional advertising isn’t dead and won’t be for a while, if ever.
7. Blogging is hard work.
8. Twitter will not make or break you.
9. Don’t always cave to the mob.
10. The barriers to action are now so low that it’s incredible easy to act without thinking it through.
11. If you speak your mind, you are going to piss someone off eventually.
12. There’s no excuse to not be listening to the conversations online.
13. If the words “unless we get caught” are part of your plan, quit now.
14. Purists, Pessimists, and Doomsayers are almost always wrong.
15. The wrong way to do things is always the easiest.
16. There is still a ton of potential in this space.

I have a few to add.

  1. A widget is not an idea or insight.  It is a mechanism that facilitates easy sharing across digital media
  2.  Anyone who broadcasts his or her message is seeking recognition by their peers.
  3. Word of mouth marketing is giving people a reason to talk about
    your products and services, and making it easier for that conversation
    to take place.
  4. Social Media is part art and part science.  there is no one formula or tool that can make your brand famous.
  5. Give people a story worth repeating.
  6. Be Yourself! If you are not people will not buy you or your stories.
  7. Marketers should be prepared to listen, learn and change quickly.
  8. Broadcasting your message without a real way for consumers to talk back is not Social Media.
  9. There IS a difference between "organic" and "amplified" social media.  And consumers know it.
  10. You cannot create a "viral" video - only consumers who view it can make it "viral".
  11. Content & Stories remain King.  Figure out what your story is and tell it.

In 2009, we should only laud and recognize marketers, agencies and consumers who become
practitioners and inspire real conversations based on an insight or by
listening to what people desire and need from their brands.  If you look at the landscape today the companies who understand this are practicing, listening, learning and now selling in spite of the economic depression.

Connect to my network and Practice With Me!

What are your Social Media truths?  What annoys you the most about Social Media and the so called "experts"?  How will you improve the marketing landscape in 2009?  Let me know!

ON: YOU & A Few New Media Truths via @jpenabickley

December 21, 20082 Comments

ON: YOU & A Few New Media Truths

The words "Social Media" have become the most abused words in the last year.  The abuse has usually come from the agency world.  Instead of attempting to create advertising that inspired brand engagement  or "conversations" or even purchase, agencies spent a year attempting to jump on a bandwagon well after it passed by.

At my last speaking gig on Tribes Don Barber the moderator introduced me as an "expert" in Social Media.  When I took the stage I quickly corrected that statement. "I am a practitioner in the sport of marketing products and or services to people. I just happened to have been born into the digital practice. Anyone who claims that they are an "expert" in social media is full of shit."  The real definition of Social Media is a person who uses their persona to broadcast messages both through physical word-of-mouth and digital media therefore making them the media channel. The medium and the message have converged.  The only experts are people who have knowledge of human psychology and sociology.

When I saw Matt J McDonalds' post on Simple Social Media Truths - I had to repost them here.

1. Everyone thinks they are a social media expert.
2. Everyone is not a social media expert.
3. Not every company should have social media initiatives.
4. We’re all still figuring this out.
5. Conversations are important, but not as important as some people will have you believe.
6. Traditional advertising isn’t dead and won’t be for a while, if ever.
7. Blogging is hard work.
8. Twitter will not make or break you.
9. Don’t always cave to the mob.
10. The barriers to action are now so low that it’s incredible easy to act without thinking it through.
11. If you speak your mind, you are going to piss someone off eventually.
12. There’s no excuse to not be listening to the conversations online.
13. If the words “unless we get caught” are part of your plan, quit now.
14. Purists, Pessimists, and Doomsayers are almost always wrong.
15. The wrong way to do things is always the easiest.
16. There is still a ton of potential in this space.

I have a few to add.

  1. A widget is not an idea or insight.  It is a mechanism that facilitates easy sharing across digital media
  2.  Anyone who broadcasts his or her message is seeking recognition by their peers.
  3. Word of mouth marketing is giving people a reason to talk about
    your products and services, and making it easier for that conversation
    to take place.
  4. Social Media is part art and part science.  there is no one formula or tool that can make your brand famous.
  5. Give people a story worth repeating.
  6. Be Yourself! If you are not people will not buy you or your stories.
  7. Marketers should be prepared to listen, learn and change quickly.
  8. Broadcasting your message without a real way for consumers to talk back is not Social Media.
  9. There IS a difference between "organic" and "amplified" social media.  And consumers know it.
  10. You cannot create a "viral" video - only consumers who view it can make it "viral".
  11. Content & Stories remain King.  Figure out what your story is and tell it.

In 2009, we should only laud and recognize marketers, agencies and consumers who become
practitioners and inspire real conversations based on an insight or by
listening to what people desire and need from their brands.  If you look at the landscape today the companies who understand this are practicing, listening, learning and now selling in spite of the economic depression.

Connect to my network and Practice With Me!

What are your Social Media truths?  What annoys you the most about Social Media and the so called "experts"?  How will you improve the marketing landscape in 2009?  Let me know!

ON: YOU & A Few New Media Truths via @jpenabickley

May 11, 20083 Comments

ON: Speaking To The Consumer

Direct, Advertising, Digital, Search, Retail, Promotions, Word Of Mouth (on and on and on) –  are all used to create awareness, attempt to convert consumers and inspire their loyalty once we have their attention.   We are all marketers.  If your fees come out of a marketing budget – you are a marketer.

Just as I have stated that we are all creative, and all responsible for the consumer experience - no matter the medium - we are also all speaking directly to consumers and all our work should be asking people to act, buy and take action now.

Clients are not buying tactics like a TV commercials, direct mail, viral videos, widgets or banner ads. Clients worth working with are buying ideas.  If they are not buying ideas from you, it is likely you do not have a consultative relationship with that marketing organization.  No one tactic can drive the volume of sales needed to have an effective sales driving campaign.  A piece of direct mail without the amplification of a phone call, television ad, or search result has yet to drive sales with any substantial volume.  And when they are not in concert with each other  (like a great band)  they are merely noise - not music.  The only way to capture the attention of consumers who are bombarded with millions of messages is to be consistent in our message and and make sure that each of the mediums are working in harmony with each other.

If you sell tactics, what happens when that tactic becomes too expensive, proves in effective on its own or is outsold by a competitive channel agency with a new bright shiny object? In my experience, you and your agency are OUT. Out of money, out of interest and out of options.

Stop selling agencies as tactical “machines”!  In the service economy there is no respect or substantial money in the “machine” or production aspect of what we do.  There is how ever substantial money in the creation and articulation of an idea.

Ideas Sell

What is an idea?  In marketing, an idea generates desire for the product or service you are selling.  A great idea creates desire with entertainment and a compelling and valuable call to action.

Like every creative in the business I have a copy of Ogilvy On AdvertisingDavid Ogilvy was famous for creating his agency's slogan: "we sell or else."   That still holds true today.  What David knew was that the he could not sell without an idea. The once constant in every effective case study I have read, written and studied is that the idea in conjunction with the right media sold the product.

If you never create an idea that creates desire – people will not look at the product you are selling as something they need.

The only way to do that is to deliver an idea that is worthy of a consumer conversation that is long lasting.  You have to answer the consumer question – what’s in it for me.  Don’t sell products…sell passions.  No one does this better than American Express, Doritos, Mercedes, Adidas, Coke, Nike and The Gap.

Delivering Consumer Relationships To Brands

All the years I have spent working on brands and consumer retention programs I have found that it is NOT the tactic that makes a consumer love us. 

It is what we say, how we act and their perception of our product’s effect on their lives.

Customer Relationships 2.0 starts with more than a welcome letter or gift.  Now more than ever it involves acknowledgment and the amplification of consumers voices who profess their love or hate for you through earned media such as comments, videos, blogs and photos.

The voice of the consumer is paramount to delivering product re-sell and service retention.

ON: Speaking To The Consumer via @jpenabickley

March 21, 2008No Comments

ON: A Raiders Widget

Indianajonestop1

I am not sure about you guys but I am awaiting the New Indiana Jones movie as much as I did the first time I caught Harrison Ford's charming protayal of the coolest professor alive.  If you are a trailer junkie like I am you will be happy to know the second one is on its way! When a second trailer for
"Indiana Jones and the Kingdom of the Crystal Skull" premieres
online, it should spread as fast as the first, thanks to a
widget.

Picture_2

To get the word out about the upcoming "Indiana Jones" movie release, Paramount has launched a widget and is offering the two fans who distribute the widget most widely tickets to the flick's world premiere. The winning fans will also act as red carpet correspondents at the premiere, content from which will be streamed into the widgets.

What I love about this is that the promo is simple and truly urges consumers to share and repost the widget. 

Widgets Are Hot in 2008
A recent eMarketer report finds widgets are wiggling more aggressively into marketing budgets. $40 million is expected to be spent on widget marketing by US companies in 2008.

You guys know I love hot widget action.

ON: A Raiders Widget via @jpenabickley

March 21, 2008No Comments

ON: A Raiders Widget

Indianajonestop1

I am not sure about you guys but I am awaiting the New Indiana Jones movie as much as I did the first time I caught Harrison Ford's charming protayal of the coolest professor alive.  If you are a trailer junkie like I am you will be happy to know the second one is on its way! When a second trailer for
"Indiana Jones and the Kingdom of the Crystal Skull" premieres
online, it should spread as fast as the first, thanks to a
widget.

Picture_2

To get the word out about the upcoming "Indiana Jones" movie release, Paramount has launched a widget and is offering the two fans who distribute the widget most widely tickets to the flick's world premiere. The winning fans will also act as red carpet correspondents at the premiere, content from which will be streamed into the widgets.

What I love about this is that the promo is simple and truly urges consumers to share and repost the widget. 

Widgets Are Hot in 2008
A recent eMarketer report finds widgets are wiggling more aggressively into marketing budgets. $40 million is expected to be spent on widget marketing by US companies in 2008.

You guys know I love hot widget action.

ON: A Raiders Widget via @jpenabickley

March 21, 2008No Comments

ON: A Raiders Widget

Indianajonestop1

I am not sure about you guys but I am awaiting the New Indiana Jones movie as much as I did the first time I caught Harrison Ford's charming protayal of the coolest professor alive.  If you are a trailer junkie like I am you will be happy to know the second one is on its way! When a second trailer for
"Indiana Jones and the Kingdom of the Crystal Skull" premieres
online, it should spread as fast as the first, thanks to a
widget.

Picture_2

To get the word out about the upcoming "Indiana Jones" movie release, Paramount has launched a widget and is offering the two fans who distribute the widget most widely tickets to the flick's world premiere. The winning fans will also act as red carpet correspondents at the premiere, content from which will be streamed into the widgets.

What I love about this is that the promo is simple and truly urges consumers to share and repost the widget. 

Widgets Are Hot in 2008
A recent eMarketer report finds widgets are wiggling more aggressively into marketing budgets. $40 million is expected to be spent on widget marketing by US companies in 2008.

You guys know I love hot widget action.

ON: A Raiders Widget via @jpenabickley

October 26, 2007No Comments

ON: Widsets Go Live

Tommi from Nokia’s Beta Lab brings news that the Widsets app has gone from a Beta version to a live service. The library has over 2,000 widgets that you can add to your device, allowing you to organise your mobile dashboard.

This is a first in what will be a winter of mobile widget launches.

ON: Widsets Go Live via @jpenabickley

September 23, 20079 Comments

ON: Yahoo Modules – Open

Want to make modules for Yahoo?

Picture_5

In the coming months Yahoo! is going to open up the module development platform to 3rd party developers.  Drop the yahoo team a line at modules [at] yahoo-inc.com if you want to learn more. They would love to hear from you! 

Also note worthy developments...Yahoo MASH is on BETA and by invite only.

ON: Yahoo Modules – Open via @jpenabickley

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