These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digita...edward boches
Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digita...edward boches
Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.
Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officerfrog
"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
Connections Planning: what and why it mattersRobin Hassan
I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)
** opinions here are my own and not in any way related to my employer**
Everything I Knew about the College Job Hunt Was WRONG - And Here's How You C...LinkedIn Higher Education
Some things work in the student job search – and some don't. LinkedIn recruitment staffer Andrew Kung was in your shoes last year and now he's here to help you sort out what will get you a job – and what will just waste your time.
Want more tips? Check out: http://bit.ly/collegejobtips
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
Why should marketers consider Snapchat in their visual marketing strategy? Check out this presentation to learn more.
Also, you can go on my personal blog www.robertkatai.com to read my thoughts about Snapchat!
The New Marketing Landscape By Dan Pankrazguest7e5b6a
A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing
Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officerfrog
"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
Connections Planning: what and why it mattersRobin Hassan
I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)
** opinions here are my own and not in any way related to my employer**
Everything I Knew about the College Job Hunt Was WRONG - And Here's How You C...LinkedIn Higher Education
Some things work in the student job search – and some don't. LinkedIn recruitment staffer Andrew Kung was in your shoes last year and now he's here to help you sort out what will get you a job – and what will just waste your time.
Want more tips? Check out: http://bit.ly/collegejobtips
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
Why should marketers consider Snapchat in their visual marketing strategy? Check out this presentation to learn more.
Also, you can go on my personal blog www.robertkatai.com to read my thoughts about Snapchat!
The New Marketing Landscape By Dan Pankrazguest7e5b6a
A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Armando Turco (Head of Account Management, BBH New York; @armandot) and I gave this talk at BBH New York's Griffin Farley Search for Beautiful Minds event.
Les chatbots : vers une démocratisation du conversationnel automatisé ?Vanksen
De ses prémisses il y a 50 ans à aujourd’hui, l'intelligence artificielle s’est considérablement développée, jusqu’à ouvrir la voie à de nouveaux modes d'interaction, automatisés, entre les marques et les consommateurs. Du service après-vente au commerce conversationnel, les annonceurs déploient progressivement leurs solutions pour répondre aux nouveaux enjeux du marché. Dans sa nouvelle étude, Vanksen analyse l’histoire, l’évolution et teste pour vous les outils déjà utilisés par différentes marques, dont Facebook, sur les principaux marchés mondiaux.
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Facebook a dévoilé ses "chatbots", des robots conversationnels qui permettront bientôt de commander une pizza ou des fleurs par messagerie instantanée. Mais qui sont ces bots, quelle utilité, quelles opportunités pour les marques ?
This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work
Griffin Farley, Strategy Director at BBH NY, introduces us to an entirely new way of thinking when it comes to the distribution of digital content and ideas.
Social Media Marketing Play Book - • Provide a framework for establishing a set of clear objectives for their social marketing strategy
• Move beyond the checklist approach and provide a filter for evaluating the myriad of opportunities and platforms
• Think of social marketing as an opportunity to have a continuous, valuable exchange with their customers
• Think about extensions to amplify offline campaigns
The Innovation HitList: If You're A Startup Looking To Work With Brands, Thes...Partnered
From http://news.partnered.com - the company-to-company innovation & bizdev, network, 21 of the most important investors, brand managers, agencies and more in the world where brands meet startups. Startups are transforming how brands advertise and market.
But what does it take to compete in this landscape? For new entrepreneurs trying to build companies, there are key players in the ecosystem - from investors to brand managers to agencies to media partners - who are breaking new ground and who can open vital doors.
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Similar to Lessons in Propagation Planning 2009 (20)
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
We have all heard about turning the marketing funnel upside down, but how do you have both traditional awareness needs combine with engaging influencers and advocates as wants? Propagation Planning might be the answer to that as we explore the meld of two schools of communication practice.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
2. A BRIEF HISTORY
Ivan Pollard from Naked Communications presented the theory of propagation
planning at the APG Battle of Big Thinking in October of 2006. Steve Wing from
The Guardian was in attendance and suggested to Ivan that he should call his
theory Propagation Planning.
http://theapg.typepad.com/battleofbigthinking/2006/10/thoughts_from_i.html
Since then, Faris Yakob (now at McCaan NY) has been sited with the most press
regarding Propagation Planning. In 2007 Faris wrote an essay on the subject that
was featured in Campaign Magazine.
http://www.campaignlive.co.uk/news/features/769167/IPA-Diploma-Presidents-Prize-Essay-Faris-Yakob/
In November of 2008 I wrote a presentation on Propagation Planning for
22squared based on a Blog post by Ivan that was posted on Naked
Communications Tokyo Blog (luckily it was in English). The presentation earned me
a trip to the Futures of Entertainment 3 conference at MIT where I learned more
about the subject.
http://nakedtokyo.blog98.fc2.com/blog-entry-1.html
In December of 2008 I created a Blog called Propagation Planning where I archive
articles, examples, jobs, theories and tools in propagation planning. For such a
narrow subject in one year the Blog has had 300+ posts, 100+ comments and
9,000+ unique visitors from 86 countries.
http://www.propagationplanning.com
2
Connection Planning has been around for 10 years and has been practiced at agencies like Fallon and Chiat Day. For our agency to be a part of the next shift in industry thinking we needed
to know, “what comes after connection planning?”
3. OUTLINE
1. PROPAGATION PLANNING THEORY
2. PLANNING FOR PROPAGATION
3. PROPAGATION PRINCIPLES
4. PROPAGATION TOOLS + PLATFORMS
5. PROPAGATION PLANNING IN AGENCIES
3
2009 was a fantastic year for propagation planning and I would like to share with you what I have learned about the discipline and my ideas for promoting the craft
4. PROPAGATION PLANNING THEORY
The new marketing landscape is paving the way for propagation planning to exist in ad agencies and communication planning shops.
5. TURN THE FUNNEL UPSIDE DOWN
5
Brandon Murphy from 22squared (along with Karen Evans and Evan Slater) talked about turning the awareness funnel upside down and creating multiplicity instead of subtraction. This
philosophy was the reason that I took the job at 22squared.
6. TURN THE FUNNEL ON ITS SIDE
http://www.slideshare.net/guest7e5b6a/the-new-marketing-landscape-by-dan-pankraz-presentation 6
A senior planner named Dan Pankraz from Clemenger BBDO Sydney created these slides that explain the shift in the marketing funnel even better.
7. A BROADER DEFINITION OF MEDIA
7
At the Miami Account Planning Conference in 2008, Group M spoke about three types of Media: Paid, Owned and Earned (thanks to Ed Cotton from BSSP for the photo). This broader defin
of media (particularly the term earned media) has been reinforced by articles in Adweek and Ad Age.
8. 36% OF PURCHASES COME FROM WOM
http://griffinfarley.typepad.com/propagation/2009/12/planning-media-that-generates-word-of-mouth.html 8
Universal McCaan and Keller Fay did a study where 36% of purchases were influenced by Personal Recommendations from Friends and Family. This was the highest influence compared to
other paid mediums that were also available to marketers. It makes sense to bring the most powerful medium into your marketing plan.
9. ALL THIS BUILDS TO THE THEORY
PROPAGATION PLANNING
Plan not for the people you reach, but the people that they reach
9
“Word of mouth has potentially exponential power for a brand. What marketers are less confident about though is building this channel into plans and making it an
accountable component. 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
11. THE GREAT SCHLEP: DROGA 5
YouTube
Fact Sheet PDF
Facebook
PRODUCT: REAL TARGET: INFLUENCER TARGET:
Jewish PAC Older Jewish Voters Grandchildren of Older
Jewish Voters
WOM 11
Instead of marketing directly to Older Jewish Voters, a media strategy that would have been expensive and likely to included direct mail, newspaper and television they decided to target a
segment that had more influence over the prime audience... the grandchildren. The Great Schlep was born and produced and spread with zero paid media dollars.
12. CORALINE THE MOVIE: W+K
YouTube
Direct Mail
Website
Facebook
PRODUCT: REAL TARGET: INFLUENCER TARGET:
Movie People that love Animation Bloggers
Animated movies
WOM 12
W+K sent out 50 handmade boxes with items from the movie to their favorite bloggers. Coraline is an animated stop-motion fantasy film directed by Henry Sellick (The
Nightmare Before Christmas and James and The Giant Peach). The Coraline boxes contain items from the highly anticipated film such as dolls, wigs, suitcase, etc. and each is
housed in a one-of-a-kind handmade box.
13. OASIS STREET PERFORMERS: BBH
Website
Documentary
Google Maps
PRODUCT: REAL TARGET: INFLUENCER TARGET:
New Album People that love music Street Performers
WOM 13
Most artists that launch albums run ads in magazines like Rolling Stone and Spin, with some television ads for retailers like Target or Wal Mart. Oasis launched an album by training street
performers in NYC to play their songs prior to the launch of the album. These performers went back to the streets and spread the words of the product and invited Oasis fans to see them play
learn what the new songs might be about. This launch became their second best album launch ever.
15. UNIQUE PRODUCTION
PRODUCT:
Evian Bottled Water
http://www.youtube.com/watch?v=XQcVllWpwGs
PRODUCT:
Google Chrome Web Browser
http://www.youtube.com/watch?v=7VjDuJaxkSQ
15
In a world where content can be spread and enjoyed outside of paid media space, this is not the time to pull back on production budgets. In fact, good production by itself can be propagation
material. Sometimes production can be expensive and sometimes it can be inexpensive but very unique.
16. STRONG TALENT
PRODUCT:
Johnny Walker Whiskey
http://www.youtube.com/watch?v=MnSIp76CvUI
16
Known talent can give a nice needed push with online videos like Robert Carlyle in this Johnny Walker Whiskey video. This also had a unique production technique of capturing the footage
in one take.
17. ENGAGING CHARACTERS
PRODUCT:
Dos Equis Beer
http://www.facebook.com/DosEquis
PRODUCT:
Compare the Market Car Insurance
http://www.facebook.com/Comparethemeerkat 17
Both Dos Equis and Compare the Market do a great job on their respective Facebook pages by writing status updates in the tone and voice of the branded characters that they invented.
18. DEMONSTRATE THE SPREAD
PRODUCT:
Vaseline Skin Moisturizer
http://www.prescribethenation.com/
18
BBH won the APG award with the Prescribe the Nation campaign showing how one person in Alaska can spread word of mouth about a product that would actually help people in that
environment.
19. PERSONAL TOUCH
PRODUCT:
Office Max
http://www.elfyourself.com/
PRODUCT:
Discovery Channel Shark Week
http://dsc.discovery.com/sharks/frenzied-waters/ 19
While most people can’t remember the brand that Elf Yourself is attached to, however, what is powerful is the personal touch that EVB first developed with the ‘upload your photo’ option.
This gave people a vested interest in participating with the experience and sending it on to friends. Facebook Connect is the new tool for marketers to tap into personal information that is
embedded in the narrative. Campfire used this technology in their Frenzied Waters web site.
20. COMMUNAL PARTICIPATION
PRODUCT:
Oprah 25th Anniversary
http://www.youtube.com/watch?v=RvljD0toJmU
PRODUCT:
2009 Presidential Inauguration
20
http://mashable.com/2009/01/20/cnn-facebook-inauguration-numbers/
In recent years we have seen events that draw people to participate. We have seen the worlds largest single city flash mob with the Black Eyed Peas in Chicago and we have seen millions of
people participate on Facebook and Twitter during the 2009 Presidential Inauguration. Branded events like this promise communal participation and the active engagement is something that f
will remember for years to come. T Mobile and Nike Human Race are brands that are tapping into this cultural shift.
21. REAL VALUE AND WORTH
PRODUCT:
Ikea Facebook
http://adland.tv/commercials/ikea-facebook-tag-2009-135-sweden
PRODUCT:
Alice Bond Handbags
http://desedo.com/blog/the-alice-bond-bag/ 21
Forsman & Bodenfors recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. People were told to be the first to tag their name on any item and they would win it.
Desedo Films worked with a high end handbag designer who had a following in NYC. They placed bags all over the city and provided clues on Twitter where these bags could be found. Be
the first to find it and you keep it.
22. EMBEDDED GOOD
PRODUCT:
Lands End Big Boston Warm Up
http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798
22
When spreading the word has embedded good built in, the action has positive value to the person who is sharing the cause. In today’s propagation campaigns, Public Relations is a big
component of making things successful. The Press is likely to pick up things that are helping other people in our society and reward brands for sponsoring such events.
23. KNOWLEDGE WHERE I SOCIALIZE
PRODUCT:
Best Buy Twitter Page
http://twitter.com/twelpforce
PRODUCT:
GAP Facebook Page
23
http://www.facebook.com/gap#/gap?v=app_115708094525
Brands are doing a great job with providing knowledge in social networking platforms. This makes it easy for people to ask questions and it makes it easy for brands to be the solution to
questions.
25. STORY OVER PLATFORM
25
LINK TO DOWNLOAD http://griffinfarley.typepad.com/propagation/2009/02/storytelling-in-a-digital-age.html
The core story or narrative should be strong enough not to depend on one platform. The Center for Digital Storytelling has a great document on this subject.
26. DESTINATIONS + CONVERSATIONS
26
We Are Social out of the UK posted this great chart on their Blog that describes the role of driving people to destinations and driving people to conversations.
27. MOVEMENT AND PURPOSE OF TOOLS
27
A Blog called Hit Singularity has been working on this framework that describes the role and purpose of using a community platform in your social media strategy. I’m sure
some of these platforms could do more, but this is still a nice example.
29. THE USUAL SUSPECTS
29
I think out of the usual suspects, Facebook will be the most compelling because 1. the consumer behavior of frequent Facebook checking 2. the creative opportunities on the
platform and 3. Paid Media options which clients and agencies are comfortable purchasing.
30. SOME YOU MAY NOT HAVE HEARD
30
I really like Monitter’s ability to search Tweets by
Zipcode
32. PROPAGATION PLANNING AGENCIES
32
As far as I know, only two agencies have hired people as propagation planners. Naked Communications and The Population (which I believe is a start up funded by Naked). I like how Naked
describes themselves: Set in the slums of Surry Hills, Sydney, Naked Australia is carrying on the proud traditions of its British father. Since storming onto the Australia communications scene in
September 2004, the agency has managed to locate (and employ) the majority of brilliant misfits working in the Australia communications industry. Surprisingly this absurd recruitment strategy
has paid off and the agency is producing ground breaking work for some of the world’s biggest brands.
33. A CONTROLLED EXPLOSION
1. RECRUITMENT OF PARTICIPANTS
2. INCREASING THEIR CONTROL
3. MOTIVATION FOR PARTICIPATION
4. MEASUREMENT OF EFFORTS
http://www.bandt.com.au/blog/blogposts.asp?postid=629 33
In 2008 Nikki Stammers, a propagation planner for Naked Communications wrote a Blog post on B&T about the discipline and how it was used at that agency. She sited a four step method that made
propagation planners different from other Word of Mouth experts. She says that recruitment of the right people is key and that consumers are the departure point, not the end point. Nikki is now a
member of The Population.
34. A PROPAGATION PLANNERS ROLE
1. MODERATE SOCIAL NETWORKING COMMUNITIES FOR BRANDS
2. ROLE PLAY AS THE BRAND OR AS BRANDED CHARACTERS ONLINE
3. DEVISE PROPAGATION STRATEGIES FOR NEW CAMPAIGNS
4. IDENTIFY INFLUENCERS AND CONTEXTUAL COMMUNITIES
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
34
If I was asked to describe the role of a propagation planner in an agency today, I would say these seven things would be a part of that job description.
Connection Planning has been around for 10 years and has been practiced at agencies like Fallon and Chiat Day. For our agency to be a part of the next shift in industry thinking we needed to know, “what comes after connection planning?”
2009 was a fantastic year for propagation planning and I would like to share with you what I have learned about the discipline and my ideas for promoting the craft
The new marketing landscape is paving the way for propagation planning to exist in ad agencies and communication planning shops.
Brandon Murphy from 22squared (along with Karen Evans and Evan Slater) talked about turning the awareness funnel upside down and creating multiplicity instead of subtraction. This philosophy was the reason that I took the job at 22squared.
A senior planner named Dan Pankraz from Clemenger BBDO Sydney created these slides that explain the shift in the marketing funnel even better.
At the Miami Account Planning Conference in 2008, Group M spoke about three types of Media: Paid, Owned and Earned (thanks to Ed Cotton from BSSP for the photo). This broader definition of media (particularly the term earned media) has been reinforced by articles in Adweek and Ad Age.
Universal McCaan and Keller Fay did a study where 36% of purchases were influenced by Personal Recommendations from Friends and Family. This was the highest influence compared to other paid mediums that were also available to marketers. It makes sense to bring the most powerful medium into your marketing plan.
“Word of mouth has potentially exponential power for a brand. What marketers are less confident about though is building this channel into plans and making it an accountable component. 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
Instead of marketing directly to Older Jewish Voters, a media strategy that would have been expensive and likely to included direct mail, newspaper and television they decided to target a segment that had more influence over the prime audience... the grandchildren. The Great Schlep was born and produced and spread with zero paid media dollars.
W+K sent out 50 handmade boxes with items from the movie to their favorite bloggers. Coraline is an animated stop-motion fantasy film directed by Henry Sellick (The Nightmare Before Christmas and James and The Giant Peach). The Coraline boxes contain items from the highly anticipated film such as dolls, wigs, suitcase, etc. and each is housed in a one-of-a-kind handmade box.
Most artists that launch albums run ads in magazines like Rolling Stone and Spin, with some television ads for retailers like Target or Wal Mart. Oasis launched an album by training street performers in NYC to play their songs prior to the launch of the album. These performers went back to the streets and spread the words of the product and invited Oasis fans to see them play to learn what the new songs might be about. This launch became their second best album launch ever.
In a world where content can be spread and enjoyed outside of paid media space, this is not the time to pull back on production budgets. In fact, good production by itself can be propagation material. Sometimes production can be expensive and sometimes it can be inexpensive but very unique.
Known talent can give a nice needed push with online videos like Robert Carlyle in this Johnny Walker Whiskey video. This also had a unique production technique of capturing the footage in one take.
Both Dos Equis and Compare the Market do a great job on their respective Facebook pages by writing status updates in the tone and voice of the branded characters that they invented.
BBH won the APG award with the Prescribe the Nation campaign showing how one person in Alaska can spread word of mouth about a product that would actually help people in that environment.
While most people can’t remember the brand that Elf Yourself is attached to, however, what is powerful is the personal touch that EVB first developed with the ‘upload your photo’ option. This gave people a vested interest in participating with the experience and sending it on to friends. Facebook Connect is the new tool for marketers to tap into personal information that is embedded in the narrative. Campfire used this technology in their Frenzied Waters web site.
In recent years we have seen events that draw people to participate. We have seen the worlds largest single city flash mob with the Black Eyed Peas in Chicago and we have seen millions of people participate on Facebook and Twitter during the 2009 Presidential Inauguration. Branded events like this promise communal participation and the active engagement is something that fans will remember for years to come. T Mobile and Nike Human Race are brands that are tapping into this cultural shift.
Forsman & Bodenfors recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. People were told to be the first to tag their name on any item and they would win it. Desedo Films worked with a high end handbag designer who had a following in NYC. They placed bags all over the city and provided clues on Twitter where these bags could be found. Be the first to find it and you keep it.
When spreading the word has embedded good built in, the action has positive value to the person who is sharing the cause. In today’s propagation campaigns, Public Relations is a big component of making things successful. The Press is likely to pick up things that are helping other people in our society and reward brands for sponsoring such events.
Brands are doing a great job with providing knowledge in social networking platforms. This makes it easy for people to ask questions and it makes it easy for brands to be the solution to questions.
The core story or narrative should be strong enough not to depend on one platform. The Center for Digital Storytelling has a great document on this subject.
We Are Social out of the UK posted this great chart on their Blog that describes the role of driving people to destinations and driving people to conversations.
A Blog called Hit Singularity has been working on this framework that describes the role and purpose of using a community platform in your social media strategy. I’m sure some of these platforms could do more, but this is still a nice example.
As far as I know, only two agencies have hired people as propagation planners. Naked Communications and The Population (which I believe is a start up funded by Naked). I like how Naked describes themselves: Set in the slums of Surry Hills, Sydney, Naked Australia is carrying on the proud traditions of its British father. Since storming onto the Australia communications scene in September 2004, the agency has managed to locate (and employ) the majority of brilliant misfits working in the Australia communications industry. Surprisingly this absurd recruitment strategy has paid off and the agency is producing ground breaking work for some of the world’s biggest brands.
In 2008 Nikki Stammers, a propagation planner for Naked Communications wrote a Blog post on B&T about the discipline and how it was used at that agency. She sited a four step method that made propagation planners different from other Word of Mouth experts. She says that recruitment of the right people is key and that consumers are the departure point, not the end point. Nikki is now a member of The Population.
If I was asked to describe the role of a propagation planner in an agency today, I would say these seven things would be a part of that job description.