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Brainfood:
5 Lessons Marketers May Learn from “Kittens Inspired By Kittens”




                           ...
Fallon Brainfood: Trends, ideas, opportunities, and thought
leadership for our brands.


Brainfood is a monthly presentati...
In September 2008,
  Fallon’s Executive Creative Director Al Kelly
posted to YouTube an innocuous video entitled,
        ...
Five months later a groundswell ensued, seemingly overnight.

                                           • 4,762,374 Video...
What might marketers learn from the “Kittens…” phenomenon?




                                                           ...
In this Brainfood session:



                              We’ll Discuss
 Five Lessons To Apply When Developing Conversat...
Rally your networks
                                                                               Lesson 1: “Thundercats,...
The “Kittens” video posted in September 2008, but it was on the
evening of February 8, 2009, when Al Kelly began “working ...
Among Al’s 800+ Facebook friends—mostly ad industry
professionals—some friends whispered in the ears
of influential blogge...
Those influential bloggers drove the early awareness and views
of the video. The groundswell was ignited.

           Fuel...
Implications of “Thundercats, Ho!”:
Never underestimate the power of the network.



≥ View your corporate organization as...
Lesson 2: Take Me, Please
 Enable “slippyness” of your contents




                                        Copyright ©200...
YouTube’s “slippy” embed code was replicated and reposted on
700+ blogs, thus rendering the entire Web a “macrosite” host ...
On Twitter an echo chamber effect ensued. The result was almost
6,500 re-tweets of the “Kittens Inspired By Kittens” meme ...
@RainnWilson endorsed the video to his Twitter fanbase of +96K,
who re-tweeted and catapulted the meme to #3 “most discuss...
Implications of Take Me Please: You never know where the social
media fire may get lit, so be generous with the matches.

...
Lesson 3: Talk To “Strangers”
   Embrace the Social Web’s fringes




                                      Copyright ©200...
Social media groundswells tend to bubble up from the fringes and
ripple outward to the mainstreams.




                  ...
Groundswells then echo back from the mainstreams throughout
conversational channels like Twitter with even more velocity.
...
Over 50 user-generated mash-ups sprouted. “New news” was
garnered daily creating over 319K views, which renewed interest
a...
Implications of Talk to Strangers: Recognize that the new
influencers at The Social are the nerds, the weirdos, and the
fr...
Silly Stupid
4. Be Interesting. utrageous
                      O
                        Weird
   Embrace your edges




...
Let’s just be honest. This video is freakin’ weird! Cute. But weird.




                                                 ...
The Implications of Be Interesting: The Social does not celebrate
the bland or the grey. Go bold or go home.


≥ At The So...
Lesson 5. Perfectly Imperfect
 Widen our classic standards of perfection




                                             ...
Decades of TV commercial production trained us to maniacally
pursue glossy perfection. On YouTube, people don't necessaril...
Implications of Perfectly Imperfect: Web audiences sometimes
forgive and expect some imperfections in exchange for
timelin...
Some actionable lessons to apply to our brand ideas:



1. “Thundercats, Ho!”                                   Rally your...
Let’s continue the conversation on our blog.




   Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are
  ...
Copyright ©2009 Fallon Worldwide. All rights reserved.
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Fallon Brainfood: Inspired By Kittens

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Fallon strategic planner Aki Spicer explores the latest social media metrics of the "Kittens Inspired By Kittens" phenomenon (created by Fallon ECD Al Kelly) as well as the 5 actionable lessons we can apply to our brands.

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  • Great presentation. Thanks for sharing. Insightful. I blogged about it. See: http://www.velocitypartners.co.uk/2009/03/05/inspired-by-kittens-five-branding-lessons-from-social-media/
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  • So you guys copyrighted 'This video is freakin’ weird! Cute. But weird ?'
    You mean, I can't say that anymore without getting my ass hauled into court?
    Geez. You guys are funny. Oh, forgot ©2009 CrankyCurmudgeon. All rights reserved. February 24, 200
       Reply 
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Fallon Brainfood: Inspired By Kittens

  1. 1. we are fallon Brainfood: 5 Lessons Marketers May Learn from “Kittens Inspired By Kittens” Copyright ©2009 Fallon Worldwide. All rights reserved. February 24, 2009
  2. 2. 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
  3. 3. In September 2008, Fallon’s Executive Creative Director Al Kelly posted to YouTube an innocuous video entitled, “Kittens Inspired By Kittens.” Copyright ©2009 Fallon Worldwide. All rights reserved.
  4. 4. Five months later a groundswell ensued, seemingly overnight. • 4,762,374 Video views across YouTube and Yahool Video • 95,000 Blog mentions • 6,400 Tweets • 1.5MM Google Search citations • 28 Traditional News mentions Copyright ©2009 Fallon Worldwide. All rights reserved. Source: Google Blog Search, BlogPulse, VidMetrix.com, TweetVolume.com
  5. 5. What might marketers learn from the “Kittens…” phenomenon? Copyright ©2009 Fallon Worldwide. All rights reserved.
  6. 6. In this Brainfood session: We’ll Discuss Five Lessons To Apply When Developing Conversational Ideas for Our Brands By Dissecting The Forensics of a Conversational Idea: What happened that enabled the “Kittens…” success? And Separating Copyright ©2009 Fallon Worldwide. All rights reserved. Strategy from Serendipity
  7. 7. Rally your networks Lesson 1: “Thundercats, Ho!” Copyright ©2009 Fallon Worldwide. All rights reserved.
  8. 8. The “Kittens” video posted in September 2008, but it was on the evening of February 8, 2009, when Al Kelly began “working his networks” that views began to soar. Feb 9, 2009 Copyright ©2009 Fallon Worldwide. All rights reserved.
  9. 9. Among Al’s 800+ Facebook friends—mostly ad industry professionals—some friends whispered in the ears of influential bloggers. 40K Visitors Daily 1.3MM Visitors Monthly Copyright ©2009 Fallon Worldwide. All rights reserved. 571,891 Visitors Monthly
  10. 10. Those influential bloggers drove the early awareness and views of the video. The groundswell was ignited. Fueled +18K views Fueled +50K views Fueled +16K views Copyright ©2009 Fallon Worldwide. All rights reserved.
  11. 11. Implications of “Thundercats, Ho!”: Never underestimate the power of the network. ≥ View your corporate organization as a network. (Could be 10. Could be 1,000. Could be 1,000,000.) ≥ View every individual in the organization as a network to tap into and then figure out ways to tap into these individual networks. ≥ Consider it the obligation of everyone in the organization to nurture their networks and tap into them when a groundswell needs to happen. Copyright ©2009 Fallon Worldwide. All rights reserved. ≥ Outreach to bloggers and influentials beyond your network, too.
  12. 12. Lesson 2: Take Me, Please Enable “slippyness” of your contents Copyright ©2009 Fallon Worldwide. All rights reserved.
  13. 13. YouTube’s “slippy” embed code was replicated and reposted on 700+ blogs, thus rendering the entire Web a “macrosite” host for the video. Copyright ©2009 Fallon Worldwide. All rights reserved. Source: VidMetrix and Youtube Insights
  14. 14. On Twitter an echo chamber effect ensued. The result was almost 6,500 re-tweets of the “Kittens Inspired By Kittens” meme and link. Copyright ©2009 Fallon Worldwide. All rights reserved.
  15. 15. @RainnWilson endorsed the video to his Twitter fanbase of +96K, who re-tweeted and catapulted the meme to #3 “most discussed” on Twitter in a single night. Copyright ©2009 Fallon Worldwide. All rights reserved. Rainn Wilson aka Dwight Schrute of NBC’s The Office Source: Twitter Search
  16. 16. Implications of Take Me Please: You never know where the social media fire may get lit, so be generous with the matches. e Enabl ≥ Encourage theft of your idea. ≥ Build ideas that play well in “slippy” content venues (like YouTube, Twitter, and Facebook). ≥ Allow people to steal liberally to echo your content on your behalf. ≥ Be promiscuous. Get beyond your microsites. Copyright ©2009 Fallon Worldwide. All rights reserved.
  17. 17. Lesson 3: Talk To “Strangers” Embrace the Social Web’s fringes Copyright ©2009 Fallon Worldwide. All rights reserved.
  18. 18. Social media groundswells tend to bubble up from the fringes and ripple outward to the mainstreams. Copyright ©2009 Fallon Worldwide. All rights reserved.
  19. 19. Groundswells then echo back from the mainstreams throughout conversational channels like Twitter with even more velocity. Copyright ©2009 Fallon Worldwide. All rights reserved. Source: Twitter Search
  20. 20. Over 50 user-generated mash-ups sprouted. “New news” was garnered daily creating over 319K views, which renewed interest and views of the original video. Source: Vidmetrix, YouTube Copyright ©2009 Fallon Worldwide. All rights reserved.
  21. 21. Implications of Talk to Strangers: Recognize that the new influencers at The Social are the nerds, the weirdos, and the fringe elements who command the attention of millions. ≥ Get beyond your comfortable industry cohorts. ≥ The most influential communities dance on the thin line of moral decency, correct spelling, and good taste—and this is why they’re popular! ≥ Celebrate and showcase the mash-ups and imitations. They love you, man, so love ’em back. ≥ Loosen up, dude. Really. Copyright ©2009 Fallon Worldwide. All rights reserved.
  22. 22. Silly Stupid 4. Be Interesting. utrageous O Weird Embrace your edges Copyright ©2009 Fallon Worldwide. All rights reserved.
  23. 23. Let’s just be honest. This video is freakin’ weird! Cute. But weird. Copyright ©2009 Fallon Worldwide. All rights reserved. And weird is exactly why we love it! Source: Twitter Search
  24. 24. The Implications of Be Interesting: The Social does not celebrate the bland or the grey. Go bold or go home. ≥ At The Social, “interesting” often translates to: “silly,” “stupid,” “weird,” or “outrageous.” ≥ But, corporations tend to be more comfortable with the “witty” or “humorous,” rather than the “stupid” or “weird.” ≥ Stop taking yourself so seriously, Dude. ≥ If you want conversation about your brand, then give folks something Copyright ©2009 Fallon Worldwide. All rights reserved. to talk about.
  25. 25. Lesson 5. Perfectly Imperfect Widen our classic standards of perfection Copyright ©2009 Fallon Worldwide. All rights reserved.
  26. 26. Decades of TV commercial production trained us to maniacally pursue glossy perfection. On YouTube, people don't necessarily care about our gloss. Copyright ©2009 Fallon Worldwide. All rights reserved. In fact, the raw imperfections make this video endearing, fresh, and vital.
  27. 27. Implications of Perfectly Imperfect: Web audiences sometimes forgive and expect some imperfections in exchange for timeliness, authenticity and Beta technology. ≥ At The Social, “perfect” can sometimes be “imperfect” by traditional TV standards ≥ Perhaps less energy on a single overly produced quot;perfectquot; idea that may fail at The Social… ≥ …And more energy on enabling the idea’s dispersion, the idea’s timeliness, and the beta testing of more social ideas. Copyright ©2009 Fallon Worldwide. All rights reserved. ≥ Building a winning conversational idea for The Social is more art than science - fail fast(er), fail cheap(er) - then optimize. ≥ Bad ideas aren't made any better because they’re built expensively.
  28. 28. Some actionable lessons to apply to our brand ideas: 1. “Thundercats, Ho!” Rally your networks 2. Take Me Please Enable “slippyness” of your contents 3. Talk To “Strangers” Embrace the Social Web’s fringes 4. Be Interesting Embrace your edges 5. Perfectly Imperfect Copyright ©2009 Fallon Worldwide. All rights reserved. Widen our classic standards of perfection
  29. 29. Let’s continue the conversation on our blog. Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera, and insightful rants regarding the experience of branding. http://fallontrendpoint.blogspot.com
  30. 30. Copyright ©2009 Fallon Worldwide. All rights reserved.
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