MDW NY | Griffin Farley_Propagation Planning

THE PRACTICE OF PROPAGATION PLANNING Griffin Farley Boulder Digital Works NYC 2010

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

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

PLANNERS ARE INSPIRING NEW TALENT click to view video 4

WTF IS PROPAGATION PLANNING?

STRING OF PLANNING THEORIES If Account Planning inspires better creative thinking -and- Connection Planning inspires better media thinking -then- Propagation Planning inspires better word of mouth (or social) thinking 6

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

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

THE THEORY PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach 9

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

PLANNING FOR PROPAGATION

THE DIFFERENCES 1 2 3 Rethink Audience Rethink Timing Rethink Deliverables 12

RETHINK YOUR AUDIENCE 1 the audience reacts best 13 when they can see each other react SOURCE: Mark Earls

TARGET AUDIENCE SHIFT Target Marketer Ads Audience Engage Influencer or Community 14

TRADITIONAL ELDERLY VOTER CAMPAIGN 15

THE GREAT SCHLEP: DROGA 5 PRODUCT: REAL TARGET: INFLUENCER TARGET: Jewish PAC Older Jewish Voters Grandchildren of Older Jewish Voters 16

TRADITIONAL ALBUM LAUNCH 17

OASIS STREET PERFORMERS: BBH PRODUCT: REAL TARGET: INFLUENCER TARGET:New Album People that should love Oasis music Street Performers 18

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

RETHINK YOUR TIMING 2 Awareness Funnel Propagation Model (Paid Media) (Earned Media) 20

ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority (Most creative targets the mass majority) Early Adopters > < Laggards Innovators > TIME AND SALES 21

EARLY ADOPTER MOTIVATIONGIVE THEM THE CHANCE TO BREAK THE STORY YOU WANT PEOPLE TO SAY “I KNEW THEM BEFORE THEY WERE BIG” 22

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

ANOTHER WAY TO LOOK AT IT 24 I THNK YOU NEED BOTH MODELS, NOT ONE OR THE OTHER SOURCE: Clay Parker Jones

CHOREOGRAPH THE MEDIA ROLL OUT DON’T BLOW YOUR WAD THE FIRST WEEK OF YOUR CAMPAIGN CONSUMER ADVERTISER 25

3WHAT DO PROPAGATION PLANS LOOK LIKE?

PROPAGATION PLAN FOR A ZAG PROJECT 27

MADE SOMETHING DIGITAL “Find a way to make it” - Yesterday “It’s about a MVD, not MVP” - Yesterday http://www.theplaygroundsessions.com/ 28

PROPAGATION PLAN FOR A ZAG PROJECT YOUTUBE STAR DAVID SIDES REINVENT THE WAY YOU LEARN MUSIC 29

INPUTS FOR PROPAGATION PLANNING 30 DATA FOR RELEVANCE THE BRIEF OWNED, EARNED, PAID MEDIA

EXAMPLE PROPAGATION PLAN 31 CUSTOMER JOURNEY, COMMS TASKS, CHANNEL BREAKDOWN, PRODUCTION, ROLE FOR COMMS, TIMING BY CHANNEL PAID MEDIA, CHANNEL PORTFOLIO METRICS

EXAMPLE PROPAGATION PLAN INVERTED FUNNEL FOR EARLY ADOPTERS TRADITIONAL FUNNEL FOR MASS AUDIENCE INVERTED FUNNEL FOR ADVOCATES 32

WHAT DATA DRIVES PROPAGATION?

NET PROMOTER SCORE 200 RESPONDENTS WHO RECENTLY PURCHASED 34 THE BRAND. COMPARE THIS TO THE COMPETITION. SOURCE: The Ultimate Question

INSPIRING CREATIVE FOR PROPAGATION

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? 36

PROPAGATION PRINCIPLES

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 38 http://JoinTheColony.com

UNIQUE PRODUCTION TACTICS: Evian Online Video http://www.youtube.com/watch?v=XQcVllWpwGs TACTICS: Google Chrome Web Browser Online Demo 39 http://www.youtube.com/watch?v=7VjDuJaxkSQ

STRONG TALENT TACTICS: Johnnie Walker Online Video http://www.youtube.com/watch?v=MnSIp76CvUI 40

ENGAGING CHARACTERS CAMPAIGN: Dos Equis Most Interesting Man in the World http://www.facebook.com/DosEquis CAMPAIGN: Compare the Meerkat.com 41 http://www.facebook.com/Comparethemeerkat

OWN EXISTING STORIES TACTIC: ESPN Online Video http://www.youtube.com/watch?v=Jx0pTIDb-r0&feature=player_embedded 42

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 The Hills Back Channel 43http://mashable.com/2009/01/20/cnn-facebook-inauguration-numbers/ http://creativity-online.com/news/mtv-areacode-turn-snark-into-sport/130915

CREATE LIVE EXPERIENCES TACTIC: Old Spice Twitter/ YouTube Engagementhttp://www.pcworld.com/article/201268/old_spice_guy_top_5_youtube_video_picks.html TACTIC: The Last Exorcism Chatroulette 44 http://www.youtube.com/watch?v=CNSaurw6E_Q

RESPOND TO CRITICS WITH THE SAME TACTIC: AXE Shower Gel & Detailer Online Video http://www.youtube.com/watch?v=UzoARPa3XGs 45

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

MAKE IT TANGIBLE TACTIC: The Coraline Boxes http://www.notcot.com/archives/2009/01/coraline-50-box.php TACTIC: Discovery Shark Week Beach Capsules 47 http://vimeo.com/8268275

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 48 http://vimeo.com/8268162

GIVE PEOPLE A STORY TO BREAK TACTIC: Disney’s Tangled Klout Influencer Seedinghttp://grifﬁnfarley.typepad.com/propagation/2010/11/klout-perks-disney-tangled-unwrapping.html 49

EMBEDDED GOOD TACTIC: Lands End Big Boston Warm Up Site http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798 50

KNOWLEDGE WHERE I SOCIALIZE TACTIC: Best Buy Twitter Page http://twitter.com/twelpforce TACTIC: GAP Facebook Page 51 http://www.facebook.com/gap#/gap?v=app_115708094525

BAD TACTIC: BEWARE OF BUYING FANS 52

PROPAGATION PLANNERS ROLE

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 54

GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COMCONTACT

PROPAGATION PLANNING BRIEFWhat 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 whenanswering 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 theseobjectives? 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 thiscreative 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 helpextend 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? 56This 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 importantlysentiment.

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MDW NY | Griffin Farley_Propagation Planning

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