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DIRECT MARKETING FOR PROPAGATION Griffin Farley Guldagget Inspirerar Stockholm 2011

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GRIFFIN FARLEY: STRATEGY DIRECTOR Year 1 Year 2 Year 3-5 Year 6 Year 7-8 Year 9-11 Year 12+

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A BROADER DEFINITION OF MEDIA SOURCE: Ed Cotton’s Flickr Page

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HOW TO EARN MEDIA? Ivan Pollard Faris Yakob Nikki Stammers Henry Jenkins They informed me of Propagation Planning

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WHAT IS PROPAGATION PLANNING?

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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

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

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HOW DO YOU DO IT?

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BY KNOWING HOW TO LEAD AND FOLLOW http://blog.ted.com/2010/04/01/how_to_start_a/

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

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ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > TIME AND SALES

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

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

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

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COMMUNICATION PLAN Influencer Comms SOURCE: Naked Communication 2007

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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?

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CREATIVE EXAMPLES

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OASIS - BBH http://www.videolog.tv/video.php?id=453685

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SOME SWEDISH CREATIVE DIRECTORS

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TRUE BLOOD - CAMPFIRE http://campfirenyc.com/hbo_casestudy/

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SHARK WEEK - CAMPFIRE http://vimeo.com/8268275

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CORALINE - W+K http://www.videolog.tv/video.php?id=453697

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HOW TO FIND INFLUENCERS

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KLOUT PERKS

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AD.LY

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PAY EXISTING NUTS FOR THEIR FANS http://www.youtube.com/watch?v=mKSyPoxzT6w

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RANDOM DIRECT MARKETING http://www.youtube.com/watch?v=fU1x8Ll62QE

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WHAT MISTAKES MIGHT YOU MAKE?

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BEWARE OF BUYING FANS

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DIGITAL ISN’T EVERYTHING

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HOW DO YOU DETERMINE SUCCESS?

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NET PROMOTER SCORE SOURCE: The Ultimate Question

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ZUBERANCE DATABASE

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Q&A

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