Direct Marketing for Propagation

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 informed me of Propagation Planning

WHAT IS PROPAGATION PLANNING?

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

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 MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > TIME AND SALES

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

ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > (This creative targets the influencers) PROPAGATION TIME AND SALES STIMULUS

COMMUNICATION PLAN Funnel and Inverted Influencer Timing by Production Paid Media Budget Funnel Comms Channel Budget by Channel SOURCE: Naked Communication 2007

COMMUNICATION PLAN Influencer Comms SOURCE: Naked Communication 2007

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?

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

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

GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COMSEARCH GRIFFIN FARLEY ON SLIDE SHARE FOR MORE

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Direct Marketing for Propagation

by Griffin Farley on Apr 19, 2011

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Direct Marketing for Propagation — Presentation Transcript