Fallon Brainfood: Agency Blog Secrets Revealed!
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Fallon Brainfood: Agency Blog Secrets Revealed!

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Its been 2 years since we launched the Fallon Planning Blog. So what has it gotten us? What have we learned from blogging and Brainfooding and Tweeting and social networking?

Its been 2 years since we launched the Fallon Planning Blog. So what has it gotten us? What have we learned from blogging and Brainfooding and Tweeting and social networking?

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Fallon Brainfood: Agency Blog Secrets Revealed! Fallon Brainfood: Agency Blog Secrets Revealed! Presentation Transcript

  • 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. quot;youre good, i learned a ton thanks for doing it, glad youre on our team complex subject done simply and very well, congratulations quot;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 quot;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