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The Practice of Propagation Planning

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THE PRACTICE OF PROPAGATION PLANNING




                    Griffin Farley
             Boulder Digital Works NYC 2010

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MY BACKGROUND




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

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WHY PROPAGATION PLANNING?




             Because Connection Planning has been around since 1999.

         We were due f...

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The Practice of Propagation Planning

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This is the presentation I gave at Boulder Digital Works - "Making Digital Work" conference.

This is the presentation I gave at Boulder Digital Works - "Making Digital Work" conference.

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The Practice of Propagation Planning

  1. 1. THE PRACTICE OF PROPAGATION PLANNING Griffin Farley Boulder Digital Works NYC 2010
  2. 2. MY BACKGROUND YEAR 1-5 YEAR 6-8 YEAR 9-11 YEAR 12+ 2
  3. 3. WHY PROPAGATION PLANNING? 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. 3
  4. 4. PLANNERS ARE INSPIRING NEW TALENT click to view video 4
  5. 5. WTF IS PROPAGATION PLANNING?
  6. 6. STRING OF PLANNING THEORIES If Account Planning inspires better creative thinking -and- If Connection Planning inspires better media thinking -than- Propagation Planning inspires better word of mouth (or social) thinking 6
  7. 7. THE LEGEND 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 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 that included the subject in 2007, which 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. 8. 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 8
  9. 9. THE THEORY PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach 9
  10. 10. THE INTEREST IN THE BLACK ART Propagation Planning.com Total Visits 70000 60000 50000 40000 30000 20000 10000 0 DEC 2008 DEC 2009 DEC 2010 10
  11. 11. PLANNING FOR PROPAGATION
  12. 12. THE DIFFERENCES 1 2 3 Rethink Audience Rethink Timing Rethink Deliverables 12
  13. 13. RETHINK YOUR AUDIENCE 1 the audience reacts best 13 when they can see each other react SOURCE: Mark Earls
  14. 14. TARGET AUDIENCE SHIFT Target Marketer Ads Audience Engage Influencer or Community 14
  15. 15. TRADITIONAL ELDERLY VOTER CAMPAIGN 15
  16. 16. THE GREAT SCHLEP: DROGA 5 PRODUCT: REAL TARGET: INFLUENCER TARGET: Jewish PAC Older Jewish Voters Grandchildren of Older Jewish Voters 16
  17. 17. TRADITIONAL ALBUM LAUNCH 17
  18. 18. OASIS STREET PERFORMERS: BBH PRODUCT: REAL TARGET: INFLUENCER TARGET: New Album People that should love Oasis music Street Performers 18
  19. 19. HAIRDRESSERS AGAINST AIDS PRODUCT: REAL TARGET: INFLUENCER TARGET: HIV Test People that should be tested Hair Dressers 19 http://mediadecoder.blogs.nytimes.com/2010/11/30/pass-the-hairspray-fight-aids/?ref=media
  20. 20. RETHINK YOUR TIMING 2 Awareness Funnel Propagation Model (Paid Media) (Earned Media) 20
  21. 21. ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority (Most creative targets the mass majority) Early Adopters > < Laggards Innovators > TIME AND SALES 21
  22. 22. EARLY ADOPTER MOTIVATION “I KNEW THEM BEFORE THEY WERE BIG” GIVE THEM A CHANCE TO BREAK THE STORY 22
  23. 23. ADOPTION CURVE WITH PROPAGATION BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > (This creative targets the influencers) PROPAGATION TIME AND SALES STIMULUS 23
  24. 24. ANOTHER WAY TO LOOK AT IT 24 I THNK YOU NEED BOTH MODELS, NOT ONE OR THE OTHER SOURCE: Clay Parker Jones
  25. 25. CHOREOGRAPH THE MEDIA ROLL OUT DON’T BLOW YOUR WAD THE FIRST WEEK OF YOUR CAMPAIGN CONSUMER ADVERTISER 25
  26. 26. 3 RETHINK DELIVERABLES WHAT DO PROPAGATION PLANS LOOK LIKE?
  27. 27. PROPAGATION PLAN FOR A ZAG PROJECT BRAND INVENTION GROUP INSIDE BBH 27
  28. 28. MAKE SOMETHING DIGITAL “Just make it” “It’s all about MDP, not MVP” http://www.theplaygroundsessions.com/ @PLAYGROUNDPIANO 28
  29. 29. WHAT DO WE HAVE TO WORK WITH? YOUTUBE STAR DAVID SIDES REINVENT THE WAY YOU LEARN MUSIC ‘PLAY TO LEARN’ INSTEAD OF ‘LEARN TO PLAY’ 29
  30. 30. INPUTS FOR PROPAGATION PLANNING 30 DATA FOR RELEVANCE THE BRIEF OWNED, EARNED, PAID MEDIA
  31. 31. EXAMPLE PROPAGATION PLAN 31 CUSTOMER JOURNEY, COMMS TASKS, CHANNEL BREAKDOWN, PRODUCTION, ROLE FOR COMMS, TIMING BY CHANNEL PAID MEDIA, CHANNEL PORTFOLIO METRICS
  32. 32. EXAMPLE PROPAGATION PLAN INVERTED FUNNEL FOR EARLY ADOPTERS TRADITIONAL FUNNEL FOR MASS AUDIENCE INVERTED FUNNEL FOR ADVOCATES 32
  33. 33. WAYS FOR PEOPLE TO PARTICIPATE • Join the Private Beta, try the full product for free • Join the Public Beta • Provide Feedback • Suggest new songs that get added to the database (My Starbucks Idea) • Suggest new genres that we produce (theme music, gospel, etc.) • Participate in the debate around music education • Share what they learn through MP3 recordings or YouTube videos (talk to partners and get them involved early) 33
  34. 34. WHAT DATA DRIVES PROPAGATION?
  35. 35. NET PROMOTER SCORE 200 RESPONDENTS WHO RECENTLY PURCHASED 35 THE BRAND. COMPARE THIS TO THE COMPETITION. SOURCE: The Ultimate Question
  36. 36. INSPIRING CREATIVE FOR PROPAGATION
  37. 37. 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? 37
  38. 38. PROPAGATION PRINCIPLES
  39. 39. PERSONAL TOUCH TACTICS: Office Max Elf Yourself Salvador Dali Hipstamatic http://www.elfyourself.com/ http://dali.hipstamatic.com/index.html TACTICS: Discovery Channel The Colony Site 39 http://JoinTheColony.com
  40. 40. UNIQUE PRODUCTION TACTICS: Evian Online Video http://www.youtube.com/watch?v=XQcVllWpwGs TACTICS: Google Chrome Web Browser Online Demo 40 http://www.youtube.com/watch?v=7VjDuJaxkSQ
  41. 41. STRONG TALENT TACTICS: Johnnie Walker Online Video http://www.youtube.com/watch?v=MnSIp76CvUI 41
  42. 42. ENGAGING CHARACTERS CAMPAIGN: Dos Equis Most Interesting Man in the World http://www.facebook.com/DosEquis CAMPAIGN: Compare the Meerkat.com 42 http://www.facebook.com/Comparethemeerkat
  43. 43. FIND AN EXISTING STORIES TACTIC: ESPN Online Video http://www.youtube.com/watch?v=Jx0pTIDb-r0&feature=player_embedded 43
  44. 44. COMMUNAL PARTICIPATION TACTIC (FLASH MOBS): Oprah 25th Anniversary T-Mobile Welcome Back Christmas Food Court http://www.youtube.com/watch?v=0W9j2-rfNQY http://www.youtube.com/watch?v=NB3NPNM4xgo http://www.youtube.com/watch?v=SXh7JR9oKVE TACTIC (DUAL SCREEN PLATFORMS): 2009 Presidential Inauguration MTV ‘The Hills’ Back Channel 44 http://mashable.com/2009/01/20/cnn-facebook-inauguration-numbers/ http://creativity-online.com/news/mtv-areacode-turn-snark-into-sport/130915
  45. 45. CREATE LIVE EXPERIENCES TACTIC: Old Spice Twitter/ YouTube Engagement http://www.pcworld.com/article/201268/old_spice_guy_top_5_youtube_video_picks.html TACTIC: The Last Exorcism Chatroulette Experience 45 http://www.youtube.com/watch?v=CNSaurw6E_Q
  46. 46. RESPOND TO CRITICS WITH THE SAME http://www.youtube.com/watch?v=bevJr3Ra84Q TACTIC: AXE Shower Gel & Detailer Response Video 46 http://www.youtube.com/watch?v=UzoARPa3XGs
  47. 47. REAL VALUE AND WORTH TACTIC: Ikea Facebook Photo Tag http://adland.tv/commercials/ikea-facebook-tag-2009-135-sweden TACTIC: Alice Bond Handbags Twitter Scavenger Hunt 47 http://desedo.com/blog/the-alice-bond-bag/
  48. 48. MAKE IT TANGIBLE TACTIC: The Coraline Boxes http://www.notcot.com/archives/2009/01/coraline-50-box.php TACTIC: Discovery Shark Week Beach Capsules 48 http://vimeo.com/8268275
  49. 49. GIVE PEOPLE A STORY TO TELL CAMPAIGN: Best Job in the World for Tourism Queensland http://www.youtube.com/watch?v=tCLDMGWZFFA CAMPAIGN: HBO True Blood 49 http://vimeo.com/8268162
  50. 50. GIVE PEOPLE A STORY TO BREAK TACTIC: Disney’s Tangled Klout Influencer Seeding http://griffinfarley.typepad.com/propagation/2010/11/klout-perks-disney-tangled-unwrapping.html 50
  51. 51. EMBEDDED GOOD TACTIC: Lands End Big Boston Warm Up Site http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798 51
  52. 52. KNOWLEDGE WHERE I SOCIALIZE TACTIC: Best Buy Twitter Page http://twitter.com/twelpforce TACTIC: GAP Facebook Page 52 http://www.facebook.com/gap#/gap?v=app_115708094525
  53. 53. BAD TACTIC: BEWARE OF BUYING FANS 53 I HOPE WE CAN EARN FANS, NOT BUY THEM
  54. 54. PROPAGATION PLANNERS ROLE
  55. 55. A PROPAGATION PLANNERS ROLE 1. WORK WITH COMMUNITY MANAGERS, OR MODERATE THE GROUPS YOURSELF 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
  56. 56. GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM @griffinfarley @BBHZAG WWW.PROPAGATIONPLANNING.COM SEARCH GRIFFIN FARLEY CONTACT
  57. 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.

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