MDW NY | Griffin Farley_Propagation Planning

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Griffin Farley, Strategy Director at BBH NY, introduces us to an entirely new way of thinking when it comes to the distribution of digital content and ideas.

Transcript of MDW NY | Griffin Farley_Propagation Planning

PowerPoint Presentation

Griffin FarleyBoulder Digital Works NYC 2010

THE PRACTICE OF PROPAGATION PLANNING

MY BACKGROUND

2YEAR 1-5 YEAR 6-8 YEAR 9-11 YEAR 12+

WHY PROPAGATION PLANNING?

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Because Connection Planning has been around since 1999.

We were due for a new theory. I wanted to find out what comes next?

Thats when I discovered the work that Naked had done around Propagation Planning.

PLANNERS ARE INSPIRING NEW TALENT

4click to view video

WTF IS PROPAGATION PLANNING?

STRING OF PLANNING THEORIES

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If Account Planning inspires better creative thinking-and-

Connection Planning inspires better media thinking-then-

Propagation Planning inspires better word of mouth (or social) thinking

THE LEGEND

Ivan Pollard from Naked presented the theory of propagation planning at the APG Battle of Big Thinking in October of 2006.

Faris Yakob wrote an award winning IPA essay that included the subject in 2007, which was featured in Campaign Magazine.

In 2008, Nikki Stammers, one of the first planners to have the title Propagation Planner wrote an article titled a Controlled Explosion for the Australian B&T.

In December of 2008 Griffin Farley created a Blog called Propagation Planning.

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http://theapg.typepad.com/battleofbigthinking/2006/10/thoughts_from_i.html

http://www.campaignlive.co.uk/news/features/769167/IPA-Diploma-Presidents-Prize-Essay-Faris-Yakob/

http://www.propagationplanning.com

In 2010, Anjali Ramachandran created a Wiki for Propagation Planning and was the first to truly organize the 5 or 6 planners worldwide who concentrated on this.

http://www.bandt.com.au/blog/blogposts.asp?postid=629

http://propagationplanning.pbworks.com/

In 1999, The Blair Witch Project changed the way we look at marketing success. Digital and Word of Mouth now had a powerful case study.

http://www.forbes.com/2010/08/17/facebook-old-spice-farmville-pepsi-forbes-viral-marketing-cmo-network-social-media.html?boxes=Homepagemostemailed

THE HOPE

When the phase Word of Mouth is bandied around, more often than not, what is being referred to is an immeasurable yet highly desirable campaign side effect.

But things have moved on: the muddy and mystical times that once defined attempts at harnessing it are changing.

Propagation planning - a technique capable of kick-starting, controlling and exploiting the WOM affect - is moving the area forward.

- Nikki Stammers for B&T

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THE THEORY

PROPAGATION PLANNINGPlan not for the people you reach, but the people that they reach

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THE INTEREST IN THE BLACK ART

0

10000

20000

30000

40000

50000

60000

70000

DEC 2008 DEC 2009 DEC 2010

Propagation Planning.com Total Visits

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PLANNING FOR PROPAGATION

THE DIFFERENCES

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Rethink Audience Rethink Timing Rethink Deliverables

1 2 3

RETHINK YOUR AUDIENCE

13the audience reacts best when they can see each other react

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SOURCE: Mark Earls

TARGET AUDIENCE SHIFT

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TargetAudience

AdsMarketer

Influenceror

Community

Engage

TRADITIONAL ELDERLY VOTER CAMPAIGN

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THE GREAT SCHLEP: DROGA 5

REAL TARGET:Older Jewish Voters INFLUENCER TARGET:Grandchildren of Older Jewish Voters

PRODUCT:Jewish PAC

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TRADITIONAL ALBUM LAUNCH

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OASIS STREET PERFORMERS: BBH

REAL TARGET:People that should love Oasis music INFLUENCER TARGET:Street PerformersPRODUCT:New Album

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HAIRDRESSERS AGAINST AIDS

REAL TARGET:People that should be tested INFLUENCER TARGET:Hair DressersPRODUCT:HIV Test

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http://mediadecoder.blogs.nytimes.com/2010/11/30/pass-the-hairspray-fight-aids/?ref=media

RETHINK YOUR TIMING

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Awareness Funnel(Paid Media)

Propagation Model(Earned Media)

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Early Majority >

Early Adopters >

Innovators >

< Late Majority

< Laggards

BROADCASTMEDIA

TIME AND SALES

(Most creative targets the mass majority)

ADOPTION CURVE OVER TIME

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EARLY ADOPTER MOTIVATION

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GIVE THEM THE CHANCE TO BREAK THE STORY

YOU WANT PEOPLE TO SAYI KNEW THEM BEFORE THEY WERE BIG

Early Majority >

Early Adopters >

Innovators >

< Late Majority

< Laggards

BROADCASTMEDIA

PROPAGATIONSTIMULUS

TIME AND SALES

ADOPTION CURVE WITH PROPAGATION

(This creative targets the influencers)

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ANOTHER WAY TO LOOK AT IT

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SOURCE: Clay Parker Jones

I THNK YOU NEED BOTH MODELS, NOT ONE OR THE OTHER

CHOREOGRAPH THE MEDIA ROLL OUT

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DONT BLOW YOUR WAD THE FIRST WEEK OF YOUR

CAMPAIGN

ADVERTISERCONSUMER

WHAT DO PROPAGATION PLANS LOOK LIKE?

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PROPAGATION PLAN FOR A ZAG PROJECT

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MADE SOMETHING DIGITAL

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http://www.theplaygroundsessions.com/

Find a way to make it - Yesterday

Its about a MVD, not MVP - Yesterday

PROPAGATION PLAN FOR A ZAG PROJECT

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YOUTUBE STARDAVID SIDES

REINVENT THE WAY YOU LEARN MUSIC

INPUTS FOR PROPAGATION PLANNING

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DATA FOR RELEVANCE THE BRIEF OWNED, EARNED, PAID MEDIA

EXAMPLE PROPAGATION PLAN

31CUSTOMER JOURNEY,

COMMS TASKS,ROLE FOR COMMS,

CHANNEL PORTFOLIO

CHANNEL BREAKDOWN,TIMING BY CHANNEL

PRODUCTION,PAID MEDIA,

METRICS

EXAMPLE PROPAGATION PLAN

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INVERTED FUNNELFOR EARLY ADOPTERS

TRADITIONAL FUNNELFOR MASS AUDIENCE

INVERTED FUNNELFOR ADVOCATES

WHAT DATA DRIVES PROPAGATION?

NET PROMOTER SCORE

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SOURCE: The Ultimate Question

200 RESPONDENTS WHORECENTLY PURCHASED THE BRAND. COMPARE

THIS TO THE COMPETITION.

INSPIRING CREATIVE FOR PROPAGATION

PROPAGATION PLANNING BRIEF

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What is remarkable about the Brand, Product or Service?

Who is the target audience?

Is there another group of people that has more persuasion over the target audience?

How does the creative foster a social experience?

Why would someone want to pass something like this to others?

What are the existing creative assets (if any)?

How long do we have before the paid media begins?

What are the benchmarks and metrics will we be following?

PROPAGATION PRINCIPLES

PERSONAL TOUCHTACTICS:Office Max Elf Yourself

Salvador Dali Hipstamatic

TACTICS:Discovery Channel The Colony Site

http://www.elfyourself.com/

http://JoinTheColony.com

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http://dali.hipstamatic.com/index.html

UNIQUE PRODUCTION

TACTICS:Evian Online Video

TACTICS:Google Chrome Web Browser Online Demo

http://www.youtube.com/watch?v=XQcVllWpwGs

http://www.youtube.com/watch?v=7VjDuJaxkSQ

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STRONG TALENT

TACTICS:Johnnie Walker Online Video

http://www.youtube.com/watch?v=MnSIp76CvUI

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ENGAGING CHARACTERS

CAMPAIGN:Dos Equis Most Interesting Man in the World

CAMPAIGN:Compare the Meerkat.com

http://www.facebook.com/DosEquis

http://www.facebook.com/Comparethemeerkat

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OWN EXISTING STORIES

TACTIC:ESPN Online Video

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http://www.youtube.com/watch?v=Jx0pTIDb-r0&feature=player_embedded

COMMUNAL PARTICIPATION

TACTIC (FLASH MOBS):Oprah 25th AnniversaryT-Mobile Welcome Back

Christmas Food Court

TACTIC (DUAL SCREEN PLATFORMS):2009 Presidential Inauguration

The Hills Back Channel

http://www.youtube.com/watch?v=0W9j2-rfNQY

http://mashable.com/2009/01/20/cnn-facebook-inauguration-numbers/

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http://www.youtube.com/watch?v=NB3NPNM4xgo http://www.youtube.com/watch?v=SXh7JR9oKVE

http://creativity-online.com/news/mtv-areacode-turn-snark-into-sport/130915

CREATE LIVE EXPERIENCES

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TACTIC:Old Spice Twitter/ YouTube Engagement

http://www.pcworld.com/article/201268/old_spice_guy_top_5_youtube_video_picks.html

http://www.youtube.com/watch?v=CNSaurw6E_Q

TACTIC:The Last Exorcism Chatroulette

RESPOND TO CRITICS WITH THE SAME

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TACTIC:AXE Shower Gel & Detailer Online Video

http://www.youtube.com/watch?v=UzoARPa3XGs

REAL VALUE AND WORTH

TACTIC:Ikea Facebook Photo Tag

TACTIC:Alice Bond Handbags Twitter Scavenger Hunt

http://adland.tv/commercials/ikea-facebook-tag-2009-135-sweden

http://desedo.com/blog/the-alice-bond-bag/

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MAKE IT TANGIBLE

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TACTIC:Discovery Shark Week Beach Capsules

http://vimeo.com/8268275

TACTIC:The Coraline Boxes

http://www.notcot.com/archives/2009/01/coraline-50-box.php

GIVE PEOPLE A STORY TO TELL

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CAMPAIGN:Best Job in the World for Tourism Queensland

http://www.youtube.com/watch?v=tCLDMGWZFFA

http://vimeo.com/8268162

CAMPAIGN:HBO True Blood

GIVE PEOPLE A STORY TO BREAK

TACTIC:Disneys Tangled Klout Influencer Seeding

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http://griffinfarley.typepad.com/propagation/2010/11/klout-perks-disney-tangled-unwrapping.html

EMBEDDED GOOD

TACTIC:Lands End Big Boston Warm Up Site