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HOW TO DO PROPAGATION PLANNING




          Griffin Farley & Mike Monello
            Planning-Ness Brooklyn 2010
GRIFFIN FARLEY: STRATEGY




                           2
THE PHONE CALL WITH MARK LEWIS

                                                 Specifically, what do you want me to talk about?
                                                 1. How should we rethink the way we talk about things?
                                                 2. Tell us the different kinds of data that go into propagation planning
                                                 3. How do we work with creatives to develop spreadable ideas?
                                                 4. What type of ideas are spreadable?




                                                                                                                                                                               3




I got a phone call from Mark Lewis and he asked me to speak at this conference. Besides ‘how to do propagation planning’ what specifically do you want me to talk about? He laid out four
points for me.
MIKE MONELLO: CREATIVE




                         4
STRING OF PLANNING THEORIES

                                                                                                                Account Planning


                                                   Connection Planning

                                                                                                                                 Field Services




                              Propagation Planning

                                           Transmedia Planning




                                                                                                                                                                                 5




Connection Planning has been around for 10 years and has been practiced at agencies like Fallon and ChiatDay. To be a part of the next shift in industry thinking we needed to know, “what
comes after connection planning?”
WTF IS PROPAGATION PLANNING?
The new marketing landscape is paving the way for propagation planning to exist in ad agencies and communication planning shops.
A LEGEND
              In 1999, The Blair Witch Project changed the way we look at marketing. 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


              Ivan Pollard from Naked presented the theory of propagation planning at the APG
              Battle of Big Thinking in October of 2006.
                                                                        http://theapg.typepad.com/battleofbigthinking/2006/10/thoughts_from_i.html


              Faris Yakob wrote an award winning IPA essay on the subject in 2007 that was
              featured in Campaign Magazine.
                                             http://www.campaignlive.co.uk/news/features/769167/IPA-Diploma-Presidents-Prize-Essay-Faris-Yakob/


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


              In December of 2008 Griffin Farley created a Blog called Propagation Planning.
                                                                                                                       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://propagationplanning.pbworks.com/




                                                                                                                                                           7
A 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




                                                                              8
A THEORY




                     PROPAGATION PLANNING
     Plan not for the people you reach, but the people that they reach




                                                                         9
AN INTEREST IN THE BLACK ART
                                                               Propagation Planning.com Total Visits

                                                  60000
                                                  50000
                                                  40000
                                                  30000
                                                  20000
                                                  10000
                                                         0
                                                        DEC 2008                         DEC 2009                         SEPT 2010



                                                                                                                                      10




This is a very narrow subject, a type of planning within account planning... yet we have seen interest sky rocket in the last year.
PLANNING FOR PROPAGATION
THE CHANGE




             12
THE DIFFERENCES




       1                 2                  3
  Rethink Timing   Rethink Audience   Rethink the Brief




                                                          13
RETHINK YOUR TIMING                         1




     Awareness Funnel   Propagation Model
       (Paid Media)       (Earned Media)


                                                14
ADOPTION CURVE OVER TIME
                                                  BROADCAST
                                                    MEDIA




                              Early Majority >                          < Late Majority




                                   (Most creative targets the mass majority)


                Early Adopters >                                                    < Laggards



 Innovators >



                                                 TIME AND SALES




                                                                                                 15
EARLY ADOPTER MOTIVATION
                                                                     BREAK THE STORY
                                                             I KNEW THEM BEFORE THEY WERE BIG




                                                                                                                                                                                16




In high school my girl friend gave me a cassette tape of the Omaha, Nebraska band 311. I played it, recommended the discovery to others and once they got big I stopped listening to them.
Many Bloggers, Power Tweeters, Journalists are like me and want to BREAK THE STORY! Some people are not like me and want to see other people share it first before they feel
comfortable sharing things.
ADOPTION CURVE OVER TIME
                                                   BROADCAST
                                                     MEDIA




                               Early Majority >                         < Late Majority




                 Early Adopters >                                                   < Laggards



  Innovators >

(This creative targets the influencers)                             (This creative targets those the laggards)
 PROPAGATION                                      TIME AND SALES
   STIMULUS




                                                                                                                17
LAGGARD SPREAD MOTIVATION
        RELEVANT CONTENT FOR DIFFERENT AUDIENCES




                                                                                      18



                                    SOURCE: Suan Boyle Analysis, Henry Jenkins Blog
THE PROBLEM WITH INFLUENCERS

                                      “if I could just get it in this guys hands... it would go big!”




                                                                                                                                                                  19



                                                                                                                                               SOURCE: BuzzFeed

In my experience, the social media influencers or Power Tweeters have followers that may not have relevance with the brand or story that I am pushing.
THE CIGARETTE METAPHOR

                                                            this is a good forest for an arsonist




                                   but that wasn’t an influential cigarette that burned the forest

                                                                                                                                                                                 20



                                                                                                                                                 SOURCE: BuzzFeed

The founders of BuzzFeed have a great metaphor that involves an influential cigarette. The new school of thought is to find communities that are hungry for your content to feed the blaze.
Think of yourself as an arsonist that seeks forests that are dry, lots of under brush, waiting for your cigarette.
PICK THE RIGHT FOREST

                                                      this is a bad forest for an arsonist




                                                the propagation planner picks the right forest,
                                                      not necessarily the right influencer
                                                                                                                     21



                                                                                                  SOURCE: BuzzFeed

This would be a bad forest for that arsonist.
RETHINK YOUR AUDIENCE                                       2




             the audience reacts best                              22
         when they can see each other react

                                              SOURCE: Mark Earls
TARGET AUDIENCE SHIFT



                                  Target
  Advertiser          Medium
                                 Audience




           Medium

                    Influencer
                         or
                    Community
                                            23
THE GREAT SCHLEP: DROGA 5




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

                                                                                                                                                                                  24




Instead of marketing directly to Older Jewish Voters, a media strategy that would have been expensive and likely to included direct mail, newspaper and television they decided to target a
segment that had more influence over the prime audience... the grandchildren. The Great Schlep was born and produced and spread with zero paid media dollars.
OASIS STREET PERFORMERS: BBH




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

                                                                                                                                                                                 25




Most artists that launch albums run ads in magazines like Rolling Stone and Spin, with some television ads for retailers like Target or Wal Mart. Oasis launched an album by training street
performers in NYC to play their songs prior to the launch of the album. These performers went back to the streets and spread the words of the product and invited Oasis fans to see them play
learn what the new songs might be about. This launch became their second best album launch ever.
A BROADER DEFINITION OF MEDIA                                                                                                                                      3




                                                                                                                                                                       26



                                                                                                                           SOURCE: Ed Cotton’s Flickr Page

At the Miami Account Planning Conference in 2008, Group M spoke about three types of Media: Paid, Owned and Earned (thanks to Ed Cotton from BSSP for the photo). This broader
definition of media (particularly the term earned media) has been reinforced by articles in Adweek and Ad Age.
TURN THE FUNNEL ON ITS SIDE




                                                                                                                                                 27



                                        http://www.slideshare.net/guest7e5b6a/the-new-marketing-landscape-by-dan-pankraz-presentation


A senior planner named Dan Pankraz from Clemenger BBDO Sydney created these slides that explain the shift in the marketing funnel even better.
COMMUNICATION PLANNING

                        CUSTOMER JOURNEY:             COMMS TASK:                     ROLE FOR COMMS:

                          The journey our             A summary of                 A definition of the job(s)
    PRE IDEA
                        audience takes on the      engagement tasks at             that comms need to do
                        path to purchase and         each stage of the               at each stage of the
                               beyond               customer journey                  customer journey

      Where
Propagation Planning
     Happens

                       CHANNEL PORTFOLIO:          ENGAGEMENT IDEA:                      MESSAGING &
                                                                                          EXECUTION:
                       The set of channels that   The single thought that
   POST IDEA
                        will be used to tackle      unifies all channels             The way ideas and
                        each communications                                         messages work within
                                 task                                               the chosen channels




                                                                                                            28



                                                                         SOURCE: Naked Communication 2007
COMMUNICATION PLAN




    Funnel and                                                               29
     Inverted    Influencer   Timing by   Production Paid Media
                                                      Budget
      Funnel      Comms       Channel     Budget by
                                           Channel

                                          SOURCE: Naked Communication 2007
COMMUNICATION PLAN




 Communication to   Communication to   Production planned in advance
    Influencers       the Masses             for Social Media                 30



                                           SOURCE: Naked Communication 2007
RETHINK THE BRIEF
PROPAGATION PLANNING BRIEF

•   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?




                                                                            32
BEWARE OF BUYING FANS




                        33
DIGITAL ISN’T EVERYTHING




                           34
WHAT DATA DRIVES PROPAGATION?
WORD OF MOUTH POTENCY INDEX




                                                 36



                      SOURCE: Action Marketing
FOUR PILLARS OF BRAND HEALTH

                               Brand Strength                         Brand Stature

 100%           Relates to margins
                and cultural currency

 80%                                    Relates to consideration
                                        and trial

 60%                                                                          Relates to perceptions of
                                                                              quality and loyalty

 40%                                                                                                      Relates to awareness and
                                                                                                          consumer experience

 20%

  0%
        Differentiation            Relevance                 Esteem                Knowledge


                                                                                                                           37



                                                            SOURCE: The Brand Bubble by John Gerzema and Ed Lebar
WHEN BRAND HURTS YOU

                           Brand Strength             Brand Stature
 100%

 80%

 60%

 40%

 20%

  0%
        Differentiation       Relevance     Esteem                 Knowledge
                  Unless you are                    We know about your
                relevant to me that                  brand, and don’t
                  day, I don’t care                 care to know more                               38



                                            SOURCE: The Brand Bubble by John Gerzema and Ed Lebar
NET PROMOTER SCORE




                                                     39



                     SOURCE: The Ultimate Question
SPREADABLE SCORE CARD




                                               40



                        SOURCE: Starcom 2007
SMIRNOFF TEA PARTAY




                                                                                                                                                           41



                                                                                                                          SOURCE: BBH Viral Presentation

The brand is liked but not well-known. Consumers are curious to find out more. There is growth potential in this brand.
PROPAGATION PRINCIPLES
UNIQUE PRODUCTION
                                                                                                                                             PRODUCT:
                                                                                                                                     Evian Bottled Water




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




                                                                                                                               PRODUCT:
                                                                                                                Google Chrome Web Browser




                                                                                                                                                                                  43
                           http://www.youtube.com/watch?v=7VjDuJaxkSQ




In a world where content can be spread and enjoyed outside of paid media space, this is not the time to pull back on production budgets. In fact, good production by itself can be propagation
material. Sometimes production can be expensive and sometimes it can be inexpensive but very unique.
STRONG TALENT
                                                                                                                                    PRODUCT:
                                                                                                                        Johnnie Walker Whiskey




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




                                                                                                                                                                              44




Known talent can give a nice needed push with online videos like Robert Carlyle in this Johnnie Walker Whiskey video. This also had a unique production technique of capturing the footage
in one take.
ENGAGING CHARACTERS
                                                                                                                                               PRODUCT:
                                                                                                                                           Dos Equis Beer




                                                    http://www.facebook.com/DosEquis

                                                                                                                        PRODUCT:
                                                                                                  Compare the Market Car Insurance




                                                                                                                                                                               45



                                                   http://www.facebook.com/Comparethemeerkat


Both Dos Equis and Compare the Market do a great job on their respective Facebook pages by writing status updates in the tone and voice of the branded characters that they invented.
DEMONSTRATE THE SPREAD
                                                                                                                                     PRODUCT:
                                                                                                                       Vaseline Skin Moisturizer




                                                            http://www.prescribethenation.com/




                                                                                                                                                                        46




BBH won the APG award with the Prescribe the Nation campaign showing how one person in Alaska can spread word of mouth about a product that would actually help people in that
environment.
PERSONAL TOUCH
                                                                                                                                                             PRODUCT:
                                                                                                                                                             Office Max




                                                                http://www.elfyourself.com/


                                                                                                                                       PRODUCT:
                                                                                                                    Discovery Channel The Colony




                                                                                                                                                                                   47




                                                                  http://JoinTheColony.com


While most people can’t remember the brand that Elf Yourself is attached to, however, what is powerful is the personal touch that EVB first developed with the ‘upload your photo’ option.
This gave people a vested interest in participating with the experience and sending it on to friends. Facebook Connect is the new tool for marketers to tap into personal information that is
embedded in the narrative. Campfire used this technology in their Frenzied Waters web site.
COMMUNAL PARTICIPATION
                                                                                                                                            PRODUCT:
                                                                                                                                Oprah 25th Anniversary




                               http://www.youtube.com/watch?v=RvljD0toJmU




                                                                                                                                      PRODUCT:
                                                                                                                  2009 Presidential Inauguration




                                                                                                                                                                              48




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

In recent years we have seen events that draw people to participate. We have seen the worlds largest single city flash mob with the Black Eyed Peas in Chicago and we have seen millions of
people participate on Facebook and Twitter during the 2009 Presidential Inauguration. Branded events like this promise communal participation and the active engagement is something that f
will remember for years to come. T Mobile and Nike Human Race are brands that are tapping into this cultural shift.
CREATE LIVE EXPERIENCES
                                                                                                                     PRODUCT:
                                                                                     Old Spice The Man Your Man Could Smell Like




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




                                                                                                                                                  PRODUCT:
                                                                                                                                           The Last Exorcism




                                                                                                                                                                              49



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


Create “Live” Experiences: The web is a performance medium. When we read a book, we expect it to be the same, but when we go to a website and it hasn’t changed we are
disappointed. Using the Internet as a stage for performance can electrify word of mouth, and the documentation of these events has great long tail value.
Examples:
Old Spice The Man Your Man Could Smell Like
The Super Bowl spot was a great success but when Old Spice’s character came alive online with instant video responses over two days, people went crazy for it and spread the word.
The Last Exorcism: http://www.youtube.com/watch?v=CNSaurw6E_Q
The Last Exorcism went online to tease people on Chatroulette with a live girl who appeared to be possessed by a demon.
REAL VALUE AND WORTH
                                                                                                                                                  PRODUCT:
                                                                                                                                              Ikea Facebook




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




                                                                                                                                          PRODUCT:
                                                                                                                                Alice Bond Handbags




                                                                                                                                                                              50



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



Forsman & Bodenfors recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. People were told to be the first to tag their name on any item and they would win it.
Desedo Films worked with a high end handbag designer who had a following in NYC. They placed bags all over the city and provided clues on Twitter where these bags could be found. Be
the first to find it and you keep it.
MAKE IT TANGIBLE
                                                                                                                                                      PRODUCT:
                                                                                                                                                  Coraline Boxes




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




                                                                                                                                     PRODUCT:
                                                                                                                  Discovery Channel Shark Week




                                                                                                                                                                                51




                                                                              http://vimeo.com/8268275

Make It Tangible: Physical objects and experiences are meaningful and memorable to us, particularly as more of our personal lives move online. The exclusivity of them can inspire people
to spread the word.

Examples:
Coraline Boxes: http://www.notcot.com/archives/2009/01/coraline-50-box.php
50 Boxes sent to culture bloggers and influencers got people talking about Coraline as a stop-motion picture to differentiate it from the glut of computer animated children’s films.
Discovery Shark Week: http://vimeo.com/8268275
Discovery Channel's Frenzied Waters Shark Week campaign involved a hunt for capsules containing the physical remnants of a shark attack that lead to a website experience completing
the story.
GIVE PEOPLE A STORY TO TELL
                                                                                                                          PRODUCT:
                                                                                       Best Job in the World for Tourism Queensland




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



                                                                                                                                                      PRODUCT:
                                                                                                                                                  HBO True Blood




                                                                                                                                                                                 52




                                                            http://vimeo.com/8268162

Give People a Story to Tell: We relate to the world around us through stories. Connected people, those with blogs, YouTube channels, active Twitter accounts, and such need stories to tell
their audiences, so give them one that aligns with your brand.
Examples:
Best Job in the World for Tourism Queensland: http://www.youtube.com/watch?v=tCLDMGWZFFA
You can try and tell people how amazing the Great Barrier Reef Islands are, or you can offer an amazing job as an Island Caretaker and inspire people to learn about the islands themselves
and tell their friends about this amazing job while generating enormous global PR.
HBO True Blood: http://vimeo.com/8268162
Mysterious websites and mailings of drinkable synthetic blood samples drew people into a experiential story about vampires coming out of the coffin, culminating in a massive campaign
launching Tru Blood as a drinkable blood substitute for Vampires.
EMBEDDED GOOD
                                                                                                                                   PRODUCT:
                                                                                                                Lands End Big Boston Warm Up




             http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798




                                                                                                                                                                                53




When spreading the word has embedded good built in, the action has positive value to the person who is sharing the cause. In today’s propagation campaigns, Public Relations is a big
component of making things successful. The Press is likely to pick up things that are helping other people in our society and reward brands for sponsoring such events.
KNOWLEDGE WHERE I SOCIALIZE
                                                                                                                                                PRODUCT:
                                                                                                                                      Best Buy Twitter Page




                                                             http://twitter.com/twelpforce




                                                                                                                                                  PRODUCT:
                                                                                                                                          GAP Facebook Page




                                                                                                                                                                                  54




                                   http://www.facebook.com/gap#/gap?v=app_115708094525

Brands are doing a great job with providing knowledge in social networking platforms. This makes it easy for people to ask questions and it makes it easy for brands to be the solution to
questions.
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 PROPAGATION
                                                                                                                                                           55




If I was asked to describe the role of a propagation planner in an agency today, I would say these seven things would be a part of that job description.
GRIFFIN FARLEY - STRATEGY DIRECTOR
                GRIFFIN.FARLEY@BBH-USA.COM
            WWW.PROPAGATIONPLANNING.COM


             MIKE MONELLO - CO-FOUNDER/ ECD
               MMONELLO@CAMPFIRENYC.COM
                     WWW.CAMPFIRENYC.COM




CONTACT
PROPAGATION PLANNING BRIEF
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?
                                                                                                                                                                         57
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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How To Do Propagation Planning

  • 1. HOW TO DO PROPAGATION PLANNING Griffin Farley & Mike Monello Planning-Ness Brooklyn 2010
  • 3. THE PHONE CALL WITH MARK LEWIS Specifically, what do you want me to talk about? 1. How should we rethink the way we talk about things? 2. Tell us the different kinds of data that go into propagation planning 3. How do we work with creatives to develop spreadable ideas? 4. What type of ideas are spreadable? 3 I got a phone call from Mark Lewis and he asked me to speak at this conference. Besides ‘how to do propagation planning’ what specifically do you want me to talk about? He laid out four points for me.
  • 5. STRING OF PLANNING THEORIES Account Planning Connection Planning Field Services Propagation Planning Transmedia Planning 5 Connection Planning has been around for 10 years and has been practiced at agencies like Fallon and ChiatDay. To be a part of the next shift in industry thinking we needed to know, “what comes after connection planning?”
  • 6. WTF IS PROPAGATION PLANNING? The new marketing landscape is paving the way for propagation planning to exist in ad agencies and communication planning shops.
  • 7. A LEGEND In 1999, The Blair Witch Project changed the way we look at marketing. 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 Ivan Pollard from Naked presented the theory of propagation planning at the APG Battle of Big Thinking in October of 2006. http://theapg.typepad.com/battleofbigthinking/2006/10/thoughts_from_i.html Faris Yakob wrote an award winning IPA essay on the subject in 2007 that was featured in Campaign Magazine. http://www.campaignlive.co.uk/news/features/769167/IPA-Diploma-Presidents-Prize-Essay-Faris-Yakob/ 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. http://www.bandt.com.au/blog/blogposts.asp?postid=629 In December of 2008 Griffin Farley created a Blog called Propagation Planning. 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://propagationplanning.pbworks.com/ 7
  • 8. A 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 8
  • 9. A THEORY PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach 9
  • 10. AN INTEREST IN THE BLACK ART Propagation Planning.com Total Visits 60000 50000 40000 30000 20000 10000 0 DEC 2008 DEC 2009 SEPT 2010 10 This is a very narrow subject, a type of planning within account planning... yet we have seen interest sky rocket in the last year.
  • 13. THE DIFFERENCES 1 2 3 Rethink Timing Rethink Audience Rethink the Brief 13
  • 14. RETHINK YOUR TIMING 1 Awareness Funnel Propagation Model (Paid Media) (Earned Media) 14
  • 15. ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority (Most creative targets the mass majority) Early Adopters > < Laggards Innovators > TIME AND SALES 15
  • 16. EARLY ADOPTER MOTIVATION BREAK THE STORY I KNEW THEM BEFORE THEY WERE BIG 16 In high school my girl friend gave me a cassette tape of the Omaha, Nebraska band 311. I played it, recommended the discovery to others and once they got big I stopped listening to them. Many Bloggers, Power Tweeters, Journalists are like me and want to BREAK THE STORY! Some people are not like me and want to see other people share it first before they feel comfortable sharing things.
  • 17. ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > (This creative targets the influencers) (This creative targets those the laggards) PROPAGATION TIME AND SALES STIMULUS 17
  • 18. LAGGARD SPREAD MOTIVATION RELEVANT CONTENT FOR DIFFERENT AUDIENCES 18 SOURCE: Suan Boyle Analysis, Henry Jenkins Blog
  • 19. THE PROBLEM WITH INFLUENCERS “if I could just get it in this guys hands... it would go big!” 19 SOURCE: BuzzFeed In my experience, the social media influencers or Power Tweeters have followers that may not have relevance with the brand or story that I am pushing.
  • 20. THE CIGARETTE METAPHOR this is a good forest for an arsonist but that wasn’t an influential cigarette that burned the forest 20 SOURCE: BuzzFeed The founders of BuzzFeed have a great metaphor that involves an influential cigarette. The new school of thought is to find communities that are hungry for your content to feed the blaze. Think of yourself as an arsonist that seeks forests that are dry, lots of under brush, waiting for your cigarette.
  • 21. PICK THE RIGHT FOREST this is a bad forest for an arsonist the propagation planner picks the right forest, not necessarily the right influencer 21 SOURCE: BuzzFeed This would be a bad forest for that arsonist.
  • 22. RETHINK YOUR AUDIENCE 2 the audience reacts best 22 when they can see each other react SOURCE: Mark Earls
  • 23. TARGET AUDIENCE SHIFT Target Advertiser Medium Audience Medium Influencer or Community 23
  • 24. THE GREAT SCHLEP: DROGA 5 PRODUCT: REAL TARGET: INFLUENCER TARGET: Jewish PAC Older Jewish Voters Grandchildren of Older Jewish Voters 24 Instead of marketing directly to Older Jewish Voters, a media strategy that would have been expensive and likely to included direct mail, newspaper and television they decided to target a segment that had more influence over the prime audience... the grandchildren. The Great Schlep was born and produced and spread with zero paid media dollars.
  • 25. OASIS STREET PERFORMERS: BBH PRODUCT: REAL TARGET: INFLUENCER TARGET: New Album People that should love Oasis music Street Performers 25 Most artists that launch albums run ads in magazines like Rolling Stone and Spin, with some television ads for retailers like Target or Wal Mart. Oasis launched an album by training street performers in NYC to play their songs prior to the launch of the album. These performers went back to the streets and spread the words of the product and invited Oasis fans to see them play learn what the new songs might be about. This launch became their second best album launch ever.
  • 26. A BROADER DEFINITION OF MEDIA 3 26 SOURCE: Ed Cotton’s Flickr Page At the Miami Account Planning Conference in 2008, Group M spoke about three types of Media: Paid, Owned and Earned (thanks to Ed Cotton from BSSP for the photo). This broader definition of media (particularly the term earned media) has been reinforced by articles in Adweek and Ad Age.
  • 27. TURN THE FUNNEL ON ITS SIDE 27 http://www.slideshare.net/guest7e5b6a/the-new-marketing-landscape-by-dan-pankraz-presentation A senior planner named Dan Pankraz from Clemenger BBDO Sydney created these slides that explain the shift in the marketing funnel even better.
  • 28. COMMUNICATION PLANNING CUSTOMER JOURNEY: COMMS TASK: ROLE FOR COMMS: The journey our A summary of A definition of the job(s) PRE IDEA audience takes on the engagement tasks at that comms need to do path to purchase and each stage of the at each stage of the beyond customer journey customer journey Where Propagation Planning Happens CHANNEL PORTFOLIO: ENGAGEMENT IDEA: MESSAGING & EXECUTION: The set of channels that The single thought that POST IDEA will be used to tackle unifies all channels The way ideas and each communications messages work within task the chosen channels 28 SOURCE: Naked Communication 2007
  • 29. COMMUNICATION PLAN Funnel and 29 Inverted Influencer Timing by Production Paid Media Budget Funnel Comms Channel Budget by Channel SOURCE: Naked Communication 2007
  • 30. COMMUNICATION PLAN Communication to Communication to Production planned in advance Influencers the Masses for Social Media 30 SOURCE: Naked Communication 2007
  • 32. PROPAGATION PLANNING BRIEF • 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? 32
  • 33. BEWARE OF BUYING FANS 33
  • 35. WHAT DATA DRIVES PROPAGATION?
  • 36. WORD OF MOUTH POTENCY INDEX 36 SOURCE: Action Marketing
  • 37. FOUR PILLARS OF BRAND HEALTH Brand Strength Brand Stature 100% Relates to margins and cultural currency 80% Relates to consideration and trial 60% Relates to perceptions of quality and loyalty 40% Relates to awareness and consumer experience 20% 0% Differentiation Relevance Esteem Knowledge 37 SOURCE: The Brand Bubble by John Gerzema and Ed Lebar
  • 38. WHEN BRAND HURTS YOU Brand Strength Brand Stature 100% 80% 60% 40% 20% 0% Differentiation Relevance Esteem Knowledge Unless you are We know about your relevant to me that brand, and don’t day, I don’t care care to know more 38 SOURCE: The Brand Bubble by John Gerzema and Ed Lebar
  • 39. NET PROMOTER SCORE 39 SOURCE: The Ultimate Question
  • 40. SPREADABLE SCORE CARD 40 SOURCE: Starcom 2007
  • 41. SMIRNOFF TEA PARTAY 41 SOURCE: BBH Viral Presentation The brand is liked but not well-known. Consumers are curious to find out more. There is growth potential in this brand.
  • 43. UNIQUE PRODUCTION PRODUCT: Evian Bottled Water http://www.youtube.com/watch?v=XQcVllWpwGs PRODUCT: Google Chrome Web Browser 43 http://www.youtube.com/watch?v=7VjDuJaxkSQ In a world where content can be spread and enjoyed outside of paid media space, this is not the time to pull back on production budgets. In fact, good production by itself can be propagation material. Sometimes production can be expensive and sometimes it can be inexpensive but very unique.
  • 44. STRONG TALENT PRODUCT: Johnnie Walker Whiskey http://www.youtube.com/watch?v=MnSIp76CvUI 44 Known talent can give a nice needed push with online videos like Robert Carlyle in this Johnnie Walker Whiskey video. This also had a unique production technique of capturing the footage in one take.
  • 45. ENGAGING CHARACTERS PRODUCT: Dos Equis Beer http://www.facebook.com/DosEquis PRODUCT: Compare the Market Car Insurance 45 http://www.facebook.com/Comparethemeerkat Both Dos Equis and Compare the Market do a great job on their respective Facebook pages by writing status updates in the tone and voice of the branded characters that they invented.
  • 46. DEMONSTRATE THE SPREAD PRODUCT: Vaseline Skin Moisturizer http://www.prescribethenation.com/ 46 BBH won the APG award with the Prescribe the Nation campaign showing how one person in Alaska can spread word of mouth about a product that would actually help people in that environment.
  • 47. PERSONAL TOUCH PRODUCT: Office Max http://www.elfyourself.com/ PRODUCT: Discovery Channel The Colony 47 http://JoinTheColony.com While most people can’t remember the brand that Elf Yourself is attached to, however, what is powerful is the personal touch that EVB first developed with the ‘upload your photo’ option. This gave people a vested interest in participating with the experience and sending it on to friends. Facebook Connect is the new tool for marketers to tap into personal information that is embedded in the narrative. Campfire used this technology in their Frenzied Waters web site.
  • 48. COMMUNAL PARTICIPATION PRODUCT: Oprah 25th Anniversary http://www.youtube.com/watch?v=RvljD0toJmU PRODUCT: 2009 Presidential Inauguration 48 http://mashable.com/2009/01/20/cnn-facebook-inauguration-numbers/ In recent years we have seen events that draw people to participate. We have seen the worlds largest single city flash mob with the Black Eyed Peas in Chicago and we have seen millions of people participate on Facebook and Twitter during the 2009 Presidential Inauguration. Branded events like this promise communal participation and the active engagement is something that f will remember for years to come. T Mobile and Nike Human Race are brands that are tapping into this cultural shift.
  • 49. CREATE LIVE EXPERIENCES PRODUCT: Old Spice The Man Your Man Could Smell Like http://www.pcworld.com/article/201268/old_spice_guy_top_5_youtube_video_picks.html PRODUCT: The Last Exorcism 49 http://www.youtube.com/watch?v=CNSaurw6E_Q Create “Live” Experiences: The web is a performance medium. When we read a book, we expect it to be the same, but when we go to a website and it hasn’t changed we are disappointed. Using the Internet as a stage for performance can electrify word of mouth, and the documentation of these events has great long tail value. Examples: Old Spice The Man Your Man Could Smell Like The Super Bowl spot was a great success but when Old Spice’s character came alive online with instant video responses over two days, people went crazy for it and spread the word. The Last Exorcism: http://www.youtube.com/watch?v=CNSaurw6E_Q The Last Exorcism went online to tease people on Chatroulette with a live girl who appeared to be possessed by a demon.
  • 50. REAL VALUE AND WORTH PRODUCT: Ikea Facebook http://adland.tv/commercials/ikea-facebook-tag-2009-135-sweden PRODUCT: Alice Bond Handbags 50 http://desedo.com/blog/the-alice-bond-bag/ Forsman & Bodenfors recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. People were told to be the first to tag their name on any item and they would win it. Desedo Films worked with a high end handbag designer who had a following in NYC. They placed bags all over the city and provided clues on Twitter where these bags could be found. Be the first to find it and you keep it.
  • 51. MAKE IT TANGIBLE PRODUCT: Coraline Boxes http://www.notcot.com/archives/2009/01/coraline-50-box.php PRODUCT: Discovery Channel Shark Week 51 http://vimeo.com/8268275 Make It Tangible: Physical objects and experiences are meaningful and memorable to us, particularly as more of our personal lives move online. The exclusivity of them can inspire people to spread the word. Examples: Coraline Boxes: http://www.notcot.com/archives/2009/01/coraline-50-box.php 50 Boxes sent to culture bloggers and influencers got people talking about Coraline as a stop-motion picture to differentiate it from the glut of computer animated children’s films. Discovery Shark Week: http://vimeo.com/8268275 Discovery Channel's Frenzied Waters Shark Week campaign involved a hunt for capsules containing the physical remnants of a shark attack that lead to a website experience completing the story.
  • 52. GIVE PEOPLE A STORY TO TELL PRODUCT: Best Job in the World for Tourism Queensland http://www.youtube.com/watch?v=tCLDMGWZFFA PRODUCT: HBO True Blood 52 http://vimeo.com/8268162 Give People a Story to Tell: We relate to the world around us through stories. Connected people, those with blogs, YouTube channels, active Twitter accounts, and such need stories to tell their audiences, so give them one that aligns with your brand. Examples: Best Job in the World for Tourism Queensland: http://www.youtube.com/watch?v=tCLDMGWZFFA You can try and tell people how amazing the Great Barrier Reef Islands are, or you can offer an amazing job as an Island Caretaker and inspire people to learn about the islands themselves and tell their friends about this amazing job while generating enormous global PR. HBO True Blood: http://vimeo.com/8268162 Mysterious websites and mailings of drinkable synthetic blood samples drew people into a experiential story about vampires coming out of the coffin, culminating in a massive campaign launching Tru Blood as a drinkable blood substitute for Vampires.
  • 53. EMBEDDED GOOD PRODUCT: Lands End Big Boston Warm Up http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798 53 When spreading the word has embedded good built in, the action has positive value to the person who is sharing the cause. In today’s propagation campaigns, Public Relations is a big component of making things successful. The Press is likely to pick up things that are helping other people in our society and reward brands for sponsoring such events.
  • 54. KNOWLEDGE WHERE I SOCIALIZE PRODUCT: Best Buy Twitter Page http://twitter.com/twelpforce PRODUCT: GAP Facebook Page 54 http://www.facebook.com/gap#/gap?v=app_115708094525 Brands are doing a great job with providing knowledge in social networking platforms. This makes it easy for people to ask questions and it makes it easy for brands to be the solution to questions.
  • 55. 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 PROPAGATION 55 If I was asked to describe the role of a propagation planner in an agency today, I would say these seven things would be a part of that job description.
  • 56. GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COM MIKE MONELLO - CO-FOUNDER/ ECD MMONELLO@CAMPFIRENYC.COM WWW.CAMPFIRENYC.COM CONTACT
  • 57. PROPAGATION PLANNING BRIEF 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? 57 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.