12. She’s a consumer.
He’s an advertiser.
All she wants is genuine a ection.
All he gives is loyalty reduction.
If you haven’t seen this video, you’re missing out...it’s brilliant. http://ub0.cc/77/4f
Source: Microsoft Digital Advertising Solutions
25. [ ]
“You can make more friends in two
months by being interested in other
people than in two years by making
other people interested in you.”
- Dale Carnegie
87. Have a purpose that’s bigger than
your product or service.
88. Position Purpose
(better/best) (Blue Ocean)
GOOD
Not good, Horizontal
not di erent Di erentiation
(badly positioned) Di erent & irrelevant
DIFFERENT
* ZAG, Marty Nuemeier + Blue Ocean Strategy, HBR 2004
90. Create experiences worthy of
participation and word of mouth.
>
Alternative Reality Game: Find the
new ad. Win a solid gold dice.
Facebook Group for hints.
91. Marketing is the product: create
things people can use and make
their lives better.
>
Hear your run. See your
run. Connect with runners.
90% reco rate
92. Do things for consumers,
and enable consumers to do
things for others.
93. Give customers a role in
helping the brand succeed,
allow them to participate
and they will advocate.
98. Propagation Process
1)
CREATIVE
STIMULUS
Images
Audio Assets
Video Assets
Product
Brand
What can we share
that is interesting?
Plan for the content
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
99. Propagation Process
1) 2)
CREATIVE MARKET
STIMULUS INTELLIGENCE
Images
Audio Assets Identify Fan Cultures
Video Assets Uncover Connection
Product & Dialogue Points
Brand
What can we share
that is interesting? What innovator/ early
adopter tribe can we
Plan for the content connect with?
you don’t have.
AdSpace Pioneers (Reworked) by Griffin Farley
100. Propagation Process
1) 2) 3)
CREATIVE MARKET IDEA
STIMULUS INTELLIGENCE PROPAGATION
Images
Audio Assets Identify Fan Cultures Blogger Outreach
Video Assets Uncover Connection Tribe Mobilization
Product & Dialogue Points Public Relations
Brand
What can we share How do we share
that is interesting? What innovator/ early the idea?
adopter tribe can we
Plan for the content connect with? How do we get fans
you don’t have. to work for us?
AdSpace Pioneers (Reworked) by Griffin Farley
101. Propagation Process
1) 2) 3) 4)
CREATIVE MARKET IDEA PARTICIPATORY
STIMULUS INTELLIGENCE PROPAGATION PLATFORM
Images YouTube Uploads
Audio Assets Identify Fan Cultures Blogger Outreach
Website
Video Assets Uncover Connection Tribe Mobilization
Mobile
Product & Dialogue Points Public Relations
Blog
Brand
What can we share How do we share
that is interesting? What innovator/ early the idea? Build the platform
adopter tribe can we and feed it with
Plan for the content connect with? How do we get fans interesting content.
you don’t have. to work for us?
AdSpace Pioneers (Reworked) by Griffin Farley
102. Propagation Process
1) 2) 3) 4) 5)
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS
Images YouTube Uploads Email Accounts
Audio Assets Identify Fan Cultures Blogger Outreach Voicemail
Website
Video Assets Uncover Connection Tribe Mobilization Facebook
Mobile
Product & Dialogue Points Public Relations MySpace
Blog
Brand
What can we share How do we share
that is interesting? What innovator/ early the idea? Build the platform Monitor the
adopter tribe can we and feed it with feedback and
Plan for the content connect with? How do we get fans interesting content. participation.
you don’t have. to work for us?
AdSpace Pioneers (Reworked) by Griffin Farley
103. FOR MORE ... GO HERE
Propagationplanning.com
A blog by Gri n Farley
Sr. Planner @ 22squared
114. About 22squared
22squared: one of the largest independent, privately-owned advertising agencies (we
use the term loosely) in the U.S. We provide strategic and creative advertising services
across multiple business verticals. O ering an empirical approach to building brand
advocacy called the Friendship Model, we specialize in communications that drive
business growth by building strong relationships with customers. The number 22squared
represents the exponential power of brand advocacy as well as the average number of
friends a person makes throughout his or her life. 22squared is located in Atlanta, GA and
Tampa, FL. For more information, visit 22squared.com.
Created by : Brandon Murphy | brandon.murphy@22squared.com