DIRECT MARKETING FOR PROPAGATION               Griffin Farley             Guldagget Inspirerar              Stockholm 2011
GRIFFIN FARLEY: STRATEGY DIRECTOR      Year 1   Year 2   Year 3-5   Year 6   Year 7-8   Year 9-11   Year 12+
A BROADER DEFINITION OF MEDIA                                SOURCE: Ed Cotton’s Flickr Page
HOW TO EARN MEDIA?     Ivan Pollard          Faris Yakob          Nikki Stammers   Henry Jenkins                    They i...
WHAT IS PROPAGATION PLANNING?
A HOPE         “When the phase ‘Word of Mouth’ is bandied around, more often than         not, what is being referred to i...
A THEORY                     PROPAGATION PLANNING     Plan not for the people you reach, but the people that they reach
HOW DO YOU DO IT?
BY KNOWING HOW TO LEAD AND FOLLOW               http://blog.ted.com/2010/04/01/how_to_start_a/
RETHINK YOUR TIMING           Awareness Funnel   Propagation Model             (Paid Media)       (Earned Media)
ADOPTION CURVE OVER TIME                                                       BROADCAST                                  ...
ADOPTION CURVE OVER TIME                                                        BROADCAST                                 ...
ADOPTION CURVE OVER TIME                                                        BROADCAST                                 ...
COMMUNICATION PLAN        Funnel and         Inverted    Influencer   Timing by   Production Paid Media                   ...
COMMUNICATION PLAN                     Influencer                      Comms                                  SOURCE: Nake...
PROPAGATION PLANNING BRIEF  •   What is remarkable about the Brand, Product or Service?  •   Who is the target audience?  ...
CREATIVE EXAMPLES
OASIS - BBH              http://www.videolog.tv/video.php?id=453685
SOME SWEDISH CREATIVE DIRECTORS
TRUE BLOOD - CAMPFIRE                http://campfirenyc.com/hbo_casestudy/
SHARK WEEK - CAMPFIRE                   http://vimeo.com/8268275
CORALINE - W+K                 http://www.videolog.tv/video.php?id=453697
HOW TO FIND INFLUENCERS
KLOUT PERKS
AD.LY
PAY EXISTING NUTS FOR THEIR FANS          http://www.youtube.com/watch?v=mKSyPoxzT6w
RANDOM DIRECT MARKETING       http://www.youtube.com/watch?v=fU1x8Ll62QE
WHAT MISTAKES MIGHT YOU MAKE?
BEWARE OF BUYING FANS
DIGITAL ISN’T EVERYTHING
HOW DO YOU DETERMINE SUCCESS?
NET PROMOTER SCORE                     SOURCE: The Ultimate Question
ZUBERANCE DATABASE
Q&A
GRIFFIN FARLEY - STRATEGY DIRECTOR                                  GRIFFIN.FARLEY@BBH-USA.COM                            ...
Upcoming SlideShare
Loading in...5
×

Direct Marketing for Propagation

4,427

Published on

I presented this at the Guldagget Inspirerar in Stockholm, sponsored by the Posten. It was built in 16:9 format but converted by Slideshare.

Published in: Business

Direct Marketing for Propagation

  1. 1. DIRECT MARKETING FOR PROPAGATION Griffin Farley Guldagget Inspirerar Stockholm 2011
  2. 2. GRIFFIN FARLEY: STRATEGY DIRECTOR Year 1 Year 2 Year 3-5 Year 6 Year 7-8 Year 9-11 Year 12+
  3. 3. A BROADER DEFINITION OF MEDIA SOURCE: Ed Cotton’s Flickr Page
  4. 4. HOW TO EARN MEDIA? Ivan Pollard Faris Yakob Nikki Stammers Henry Jenkins They informed me of Propagation Planning
  5. 5. WHAT IS PROPAGATION PLANNING?
  6. 6. A 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
  7. 7. A THEORY PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach
  8. 8. HOW DO YOU DO IT?
  9. 9. BY KNOWING HOW TO LEAD AND FOLLOW http://blog.ted.com/2010/04/01/how_to_start_a/
  10. 10. RETHINK YOUR TIMING Awareness Funnel Propagation Model (Paid Media) (Earned Media)
  11. 11. ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > TIME AND SALES
  12. 12. ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority (Most creative targets the mass majority) Early Adopters > < Laggards Innovators > TIME AND SALES
  13. 13. ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > (This creative targets the influencers) PROPAGATION TIME AND SALES STIMULUS
  14. 14. COMMUNICATION PLAN Funnel and Inverted Influencer Timing by Production Paid Media Budget Funnel Comms Channel Budget by Channel SOURCE: Naked Communication 2007
  15. 15. COMMUNICATION PLAN Influencer Comms SOURCE: Naked Communication 2007
  16. 16. 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?
  17. 17. CREATIVE EXAMPLES
  18. 18. OASIS - BBH http://www.videolog.tv/video.php?id=453685
  19. 19. SOME SWEDISH CREATIVE DIRECTORS
  20. 20. TRUE BLOOD - CAMPFIRE http://campfirenyc.com/hbo_casestudy/
  21. 21. SHARK WEEK - CAMPFIRE http://vimeo.com/8268275
  22. 22. CORALINE - W+K http://www.videolog.tv/video.php?id=453697
  23. 23. HOW TO FIND INFLUENCERS
  24. 24. KLOUT PERKS
  25. 25. AD.LY
  26. 26. PAY EXISTING NUTS FOR THEIR FANS http://www.youtube.com/watch?v=mKSyPoxzT6w
  27. 27. RANDOM DIRECT MARKETING http://www.youtube.com/watch?v=fU1x8Ll62QE
  28. 28. WHAT MISTAKES MIGHT YOU MAKE?
  29. 29. BEWARE OF BUYING FANS
  30. 30. DIGITAL ISN’T EVERYTHING
  31. 31. HOW DO YOU DETERMINE SUCCESS?
  32. 32. NET PROMOTER SCORE SOURCE: The Ultimate Question
  33. 33. ZUBERANCE DATABASE
  34. 34. Q&A
  35. 35. GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COMSEARCH GRIFFIN FARLEY ON SLIDE SHARE FOR MORE
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×