we are fallon
Assessing Fallon Planning @ The Social Q109
March 15, 2009

Highlights about Fallon Planning @ The Social
Q109
Since 2006, Fallon’s Insight Department has pioneered Ad Agency behaviour and
standards on the social web.
Highlights about Fallon Planning Blog:
• Over 170,000 pageviews and over 27,406 unique visitors since launch in 2006
• Average 600 RSS subscribers a day
• Ranked #142 on AdAge Power 150 - top media and marketing blogs
• over 12,000 pageviews in Feb 2009, this year may be reaching a tipping point!
• Fallon Worldwide/Fallon Minneapolis receives an average blog mention every 11
days
• Fallon Planning receives an average blog mention every 12 hours
Highlights about Fallon Brainfood:
• over 52,000 total views of Brainfood on Slideshare plus countless live webcam
views, blog posts, and Tweets
• over 4600 views of Brainfood in Q109 so far
• 28,905 Twitter impressions

On the Blogosphere

Fallon Planning Blog: Share ideas that inspire
brave work.
Fallon Planning Blog was launched by Fallon Minneapolis Insight Department as a
showcase for thought leadership on branding and advertising trends.
Where We’ve Been since 2006:
-1265 blog posts to-date
-Over 170,000 pageviews and over 27,406 unique visitors since launch in 2006!
-Average 600 RSS subscribers a day
-Ranked #142 on AdAge Power 150 - top media and marketing blogs
-Contributed many standards and practices with “Blogging the Agency”
presentation at 2007’s AAAA’s Account Planning Conference
-Internationally recognized as a key resource for marketers and strategists
-Talent magnet, outward-facing mirror of how we roll
-Deepens the client relationship - NBCU, Purina, TheLadders and others now rely
on the Planning Blog as a resource
Join the conversation at http://fallontrendpoint.blogspot.com/

On the Blogosphere, “Fallon Planning” and its
blog is discussed as much (or more) as
Fallon.com and the agency.
Fallon SocialRank is 7/100 with an average blog mention every 11 days
•
• Fallon Planning SocialRank is 18/100 with an average blog mention every 12 hours
Fallon Minneapolis Fallon Planning
Source: Nielsen BlogPulse, SocialMention.com

This increasing volume of social mention is
driving Google rank and shapes the
contextual picture of our brand.
Whereas Fallon Minneapolis conversation is typically driven by account activity (new
•
client wins, agency spy gossip)
Fallon Planning conversation is driven by thought leadership and ideas that are posted
•
freely then shared and discussed more widely across the blogosphere
Fallon Minneapolis Fallon Planning
Source: Google Search Insights

Al Kelly’s viral experiment “Kittens Inspired By
Kittens” dominated the conversation in Q109.
• “Kittens…” teaches us that an agency can benefit from having more things to
say beyond the latest client win.
• 5,298,441 Video views across YouTube and Yahool Video
• 95,000 Blog mentions
• 6,400 Tweets, #3 “Most Discussed” on Twitter
• 1.5MM Google Search citations
• 50+ User-gen “Mashups”
• 28 Traditional News Mentions, incl CNN, NPR, Air America, The Guardian, Wired
Magazine and The Soup on E!
Viral Video Views
Learn more about What the “Kittens…” Experiment Teaches Us Marketers
http://fallontrendpoint.blogspot.com/2009/02/fallon-brainfood-inspired-by-kittens_27.html
Source: Nielsen BlogPulse, Vidmetrix, Fallon Brainfood “Inspired By Kittens” Feb 2009

Planning Blog garnered over 12,000
views in Feb 2009, with the majority of
views coming thru “slippy” RSS readers.
Source: Google Analytics, Google Feedburner

Planning Blog is proving to be bigger
than MPLS - its extending perceptions of
Fallon brand as a global thought leader.
Most Visitors by City
Source: Google Analytics

5 ways Fallon Planning Blog benefits brand
Fallon.
1) participation elevates Fallon credibility, expertise, and added value
among our clientele and prospects - when it comes to social strategies
for our clients, we didn’t just read the book on social media, we’re co-
writing it
2) extends the Fallon (and Fallon Planning) brand in press and social
media - over 100,000 pageviews and 27,406 unique visitors served
3) for some this is the website for Fallon - for many digital natives social
media is the only brand touchpoint they’ve experienced (just like our
clients’ brands)
4) big ideas in beta - exposes co-workers and clients to new trends and
ideas in real-time
5) poised for continued growth as the social web now reaches tipping
point - marketers and clients now “get it”

On the Twittersphere

Fallon Planning buzz on Twitter is typically
sparked by its Generous approach to ideas -
“share ideas that inspire.”
*28,905+ Twitter impressions about Brainfood
Source: Twitter Search, (impressions=number of Tweets X their follower counts)

Brainfood

Fallon Brainfood: Trends, ideas, opportunities,
and thought leadership for our brands.
Brainfood is a monthly presentation lead by the Fallon Insight Group.
Where We’ve Been in 2008:
Virtuality // Design For All // China Rising // The Social 10 // The Mobile
10
What’s Next in 2009:
Return of the Hero // Fast-Acting Brands // Generosity // The Dirt on
Green// The Viral Vanguards // The Social Enterprise // Alternate Reality
Gaming
Missed previous Brainfoods?
Go to http://www.slideshare.net/group/we-are-fallon

Our Generous approach is fueling awareness,
passalong and engagement with Fallon
Brainfood.

Fallon Brainfood got over 4600 Slideshare
views in Q109.
\"youre good, i learned a ton thanks for doing it, glad youre on our team
complex subject done simply and very well, congratulations
\"missed the big show today but enjoyed the slideshow.
“great topic....great presentation.definitely easy for a non-technological person
like myself to understand. Thanks!
“aki inspired by kittens inspired by kittens as always learned a bunch. well done. thanks
\"Great show. You struck a great balance between striking fear (I gotta get
my shit together) and creating a sense of opportunity (if I do this right it will
be fun, interesting and useful).
Source: Slideshare, Twitter Search, direct email feedback from Fallon employees

To date, Brainfood has garnered over 52,367
views on Slideshare plus countless live
webcam views, blog posts, and Tweets.
Source: Slideshare

Employee participation at The Social is
enabling influential employee brands.
*28,905+ Twitter impressions about Brainfood.
(Twitfluence Impressions = Number of
Tweets/Mentions x Number of Each Twitterers’
Follower Count.
10,764 of Brainfood’s Twitter impressions are
directly attributable to @akispicer’s Twitfluence!
Source: Twitter Grader and Tweet Volume

5 ways Fallon Brainfood benefits brand Fallon.
1) makes Fallon (and Fallon Planning) synonymous with thought
leadership and innovation - exposes co-workers and clients to new
trends and ideas
2) extends the Fallon (and Fallon Planning) brand in press and social
media - over 52,000 views and impressions made about Fallon
Planning's thought leadership since Brainfood launched in 2008!
3) a magnet for new business prospects - audiences have included execs
from P&G, BestBuy, and Target as well as current clients
4) sparks new projects and initiatives with clients - have extended Fallon
deeper into client’s business with projects like Beneful Next, and
numerous social media and mobile initiatives across our roster
5) elevates Fallon credibility, expertise, and added value among our
clients