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?
That’s 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
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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 Performers
PRODUCT:New Album
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HAIRDRESSERS AGAINST AIDS
REAL TARGET:People that should be tested
INFLUENCER TARGET:Hair Dressers
PRODUCT: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 SAY“I 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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DON’T 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
“It’s 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 YourselfSalvador 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:Disney’s 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
http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798
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KNOWLEDGE WHERE I SOCIALIZE
TACTIC:Best Buy Twitter Page
TACTIC:GAP Facebook Page
http://twitter.com/twelpforce
http://www.facebook.com/gap#/gap?v=app_115708094525
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BAD TACTIC: BEWARE OF BUYING FANS
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PROPAGATION PLANNERS ROLE
A PROPAGATION PLANNERS ROLE
1. MODERATE BRANDED SOCIAL NETWORKING COMMUNITIES
2. ROLE PLAY AS THE BRAND OR AS BRANDED CHARACTERS ONLINE
3. DEVISE PROPAGATION STRATEGIES FOR NEW CAMPAIGNS
4. IDENTIFY CONTEXTUAL COMMUNITIES AND WHO INFLUENCES THAT COMMUNITY
5. HELP CHOREOGRAPH THE ROLL-OUT OF REAL WORLD AND DIGITAL ASSETS
6. MEASURE AND REGULARLY REPORT ON THE EFFORTS
7. BRIEF CREATIVES ON NEW PLATFORMS AND TRENDS IN PROPAGATION54
CONTACT
GRIFFIN FARLEY - STRATEGY DIRECTOR
WWW.PROPAGATIONPLANNING.COM
PROPAGATION PLANNING BRIEF
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What is remarkable about the Brand, Product or Service?
This area helps us ground the propagation campaign back in the product. Think about the Johnnie Walker, the Man who Walked around the World video when answering this question.
Who is the target audience?
Is there an audience that the client needs to reach to meet their business objectives? What is the action that this audience needs to act on to reach these objectives? Think of this audience as your aspirational audience.
Is there another group of people that has more persuasion over the target audience?
This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think about Great Schlep, Coraline or Oasis campaigns when answering this. Think of this audience as your inspirational audience.
How does the creative foster a social experience?
Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc. Think about challenges like Nike Grid, experiences like Doritos Hotel 626 or the seed paper in the Haagen-Dazs Help the Honey Bees campaigns when answering this question.
Why would someone want to pass something like this to others?
This is an area to talk about social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc) into why this creative might be shared and passed along among friends. Think about campaigns like Elf Yourself, Radio Head, NIN or Earth Hour when answering this.
What are the existing creative assets (if any)?
List the creative assets that already exist. This gives the creative a chance to use these assets in new ways? Ask yourself if new things need to be created to help extend the narrative. Think about the True Blood campaign when the agencies created a pre-story to existing assets when answering this.
How long do we have before the paid media begins?
This is a timing question that reminds us how to use Owned, Earned and Paid media appropriately.
What are the benchmarks and metrics will we be following?
This helps the creative team know if there are platforms that the client feels are most important to measure success (Acquisitions, Facebook or Twitter followers, video views, etc.). If the client doesn’t have specific metrics list the ones that you will follow including impressions, reach, interaction and most importantly sentiment.
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