HOW TO DO PROPAGATION PLANNING Griffin Farley & Mike Monello Planning-Ness Brooklyn 2010
GRIFFIN FARLEY: STRATEGY 2
THE PHONE CALL WITH MARK LEWIS Specifical y, what do you want me to talk about? 1. How should we rethink the way we talk about things? 2. Tel us the different kinds of data that go into propagation planning 3. How do we work with creatives to develop spreadable ideas? 4. What type of ideas are spreadable? 3 I got a phone call from Mark Lewis and he asked me to speak at this conference. Besides ‘how to do propagation planning’ what specifically do you want me to talk about? He laid out four points for me.
MIKE MONELLO: CREATIVE 4
STRING OF PLANNING THEORIES Account Planning Connection Planning Field Services Propagation Planning Transmedia Planning 5 Connection Planning has been around for 10 years and has been practiced at agencies like Fallon and Chiat\Day. To be a part of the next shift in industry thinking we needed to know, “what comes after connection planning?”
WTF IS PROPAGATION PLANNING? The new marketing landscape is paving the way for propagation planning to exist in ad agencies and communication planning shops.
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 8
A THEORY PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach 9
AN INTEREST IN THE BLACK ART Propagation Planning.com Total Visits 60000 50000 40000 30000 20000 10000 0 DEC 2008 DEC 2009 SEPT 2010 10 This is a very narrow subject, a type of planning within account planning... yet we have seen interest sky rocket in the last year.
PLANNING FOR PROPAGATION
THE CHANGE 12
THE DIFFERENCES 1 2 3 Rethink Timing Rethink Audience Rethink the Brief 13
RETHINK YOUR TIMING 1 Awareness Funnel Propagation Model (Paid Media) (Earned Media) 14
ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority (Most creative targets the mass majority) Early Adopters > < Laggards Innovators > TIME AND SALES 15
EARLY ADOPTER MOTIVATION BREAK THE STORY I KNEW THEM BEFORE THEY WERE BIG 16 In high school my girl friend gave me a cassette tape of the Omaha, Nebraska band 311. I played it, recommended the discovery to others and once they got big I stopped listening to them. Many Bloggers, Power Tweeters, Journalists are like me and want to BREAK THE STORY! Some people are not like me and want to see other people share it first before they feel comfortable sharing things.
ADOPTION CURVE OVER TIME BROADCAST MEDIA Early Majority > < Late Majority Early Adopters > < Laggards Innovators > (This creative targets the influencers) (This creative targets those the laggards) PROPAGATION TIME AND SALES STIMULUS 17
LAGGARD SPREAD MOTIVATION RELEVANT CONTENT FOR DIFFERENT AUDIENCES 18 SOURCE: Suan Boyle Analysis, Henry Jenkins Blog
THE PROBLEM WITH INFLUENCERS “if I could just get it in this guys hands... it would go big!” 19 SOURCE: BuzzFeed In my experience, the social media influencers or Power Tweeters have followers that may not have relevance with the brand or story that I am pushing.
THE CIGARETTE METAPHOR this is a good forest for an arsonist but that wasn’t an influential cigarette that burned the forest 20 SOURCE: BuzzFeed The founders of BuzzFeed have a great metaphor that involves an influential cigarette. The new school of thought is to find communities that are hungry for your content to feed the blaze. Think of yourself as an arsonist that seeks forests that are dry, lots of under brush, waiting for your cigarette.
PICK THE RIGHT FOREST this is a bad forest for an arsonist the propagation planner picks the right forest, not necessarily the right influencer 21 SOURCE: BuzzFeed This would be a bad forest for that arsonist.
RETHINK YOUR AUDIENCE 2 the audience reacts best 22 when they can see each other react SOURCE: Mark Earls
TARGET AUDIENCE SHIFT Target Advertiser Medium Audience Medium Influencer or Community 23
THE GREAT SCHLEP: DROGA 5 PRODUCT: REAL TARGET: INFLUENCER TARGET: Jewish PAC Older Jewish Voters Grandchildren of Older Jewish Voters 24 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.
OASIS STREET PERFORMERS: BBH PRODUCT: REAL TARGET: INFLUENCER TARGET: New Album People that should love Oasis music Street Performers 25 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.
A BROADER DEFINITION OF MEDIA 3 26 SOURCE: Ed Cotton’s Flickr Page 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.
COMMUNICATION PLANNING CUSTOMER JOURNEY: COMMS TASK: ROLE FOR COMMS: The journey our A summary of A definition of the job(s) PRE IDEA audience takes on the engagement tasks at that comms need to do path to purchase and each stage of the at each stage of the beyond customer journey customer journey Where Propagation Planning Happens CHANNEL PORTFOLIO: ENGAGEMENT IDEA: MESSAGING & EXECUTION: The set of channels that The single thought that POST IDEA will be used to tackle unifies all channels The way ideas and each communications messages work within task the chosen channels 28 SOURCE: Naked Communication 2007
COMMUNICATION PLAN Funnel and 29 Paid Media Inverted Influencer Timing by Production Budget Funnel Comms Channel Budget by Channel SOURCE: Naked Communication 2007
COMMUNICATION PLAN Communication to Communication to Production planned in advance Influencers the Masses for Social Media 30 SOURCE: Naked Communication 2007
RETHINK THE BRIEF
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? 32
BEWARE OF BUYING FANS 33
DIGITAL ISN’T EVERYTHING 34
WHAT DATA DRIVES PROPAGATION?
WORD OF MOUTH POTENCY INDEX 36 SOURCE: Action Marketing
FOUR PILLARS OF BRAND HEALTH Brand Strength Brand Stature 100% Relates to margins and cultural currency 80% Relates to consideration and trial 60% Relates to perceptions of quality and loyalty 40% Relates to awareness and consumer experience 20% 0% Differentiation Relevance Esteem Knowledge 37 SOURCE: The Brand Bubble by John Gerzema and Ed Lebar
WHEN BRAND HURTS YOU Brand Strength Brand Stature 100% 80% 60% 40% 20% 0% Differentiation Relevance Esteem Knowledge Unless you are We know about your relevant to me that brand, and don’t day, I don’t care care to know more 38 SOURCE: The Brand Bubble by John Gerzema and Ed Lebar
NET PROMOTER SCORE 39 SOURCE: The Ultimate Question
SPREADABLE SCORE CARD 40 SOURCE: Starcom 2007
SMIRNOFF TEA PARTAY 41 SOURCE: BBH Viral Presentation The brand is liked but not wel -known. Consumers are curious to find out more. There is growth potential in this brand.
UNIQUE PRODUCTION PRODUCT: Evian Bottled Water http://www.youtube.com/watch?v=XQcVllWpwGs PRODUCT: Google Chrome Web Browser 43 http://www.youtube.com/watch?v=7VjDuJaxkSQ 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.
STRONG TALENT PRODUCT: Johnnie Walker Whiskey http://www.youtube.com/watch?v=MnSIp76CvUI 44 Known talent can give a nice needed push with online videos like Robert Carlyle in this Johnnie Walker Whiskey video. This also had a unique production technique of capturing the footage in one take.
DEMONSTRATE THE SPREAD PRODUCT: Vaseline Skin Moisturizer http://www.prescribethenation.com/ 46 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.
PERSONAL TOUCH PRODUCT: Office Max http://www.elfyourself.com/ PRODUCT: Discovery Channel The Colony 47 http://JoinTheColony.com 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.
COMMUNAL PARTICIPATION PRODUCT: Oprah 25th Anniversary http://www.youtube.com/watch?v=RvljD0toJmU PRODUCT: 2009 Presidential Inauguration 48 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 fans will remember for years to come. T Mobile and Nike Human Race are brands that are tapping into this cultural shift.
CREATE LIVE EXPERIENCES PRODUCT: Old Spice The Man Your Man Could Smell Like http://www.pcworld.com/article/201268/old_spice_guy_top_5_youtube_video_picks.html PRODUCT: The Last Exorcism 49 http://www.youtube.com/watch?v=CNSaurw6E_Q Create “Live” Experiences: The web is a performance medium. When we read a book, we expect it to be the same, but when we go to a website and it hasn’t changed we are disappointed. Using the Internet as a stage for performance can electrify word of mouth, and the documentation of these events has great long tail value. Examples: Old Spice The Man Your Man Could Smell Like The Super Bowl spot was a great success but when Old Spice’s character came alive online with instant video responses over two days, people went crazy for it and spread the word. The Last Exorcism: http://www.youtube.com/watch?v=CNSaurw6E_Q The Last Exorcism went online to tease people on Chatroulette with a live girl who appeared to be possessed by a demon.
REAL VALUE AND WORTH PRODUCT: Ikea Facebook http://adland.tv/commercials/ikea-facebook-tag-2009-135-sweden PRODUCT: Alice Bond Handbags 50 http://desedo.com/blog/the-alice-bond-bag/ 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.
MAKE IT TANGIBLE PRODUCT: Coraline Boxes http://www.notcot.com/archives/2009/01/coraline-50-box.php PRODUCT: Discovery Channel Shark Week 51 http://vimeo.com/8268275 Make It Tangible: Physical objects and experiences are meaningful and memorable to us, particularly as more of our personal lives move online. The exclusivity of them can inspire people to spread the word. Examples: Coraline Boxes: http://www.notcot.com/archives/2009/01/coraline-50-box.php 50 Boxes sent to culture bloggers and influencers got people talking about Coraline as a stop-motion picture to differentiate it from the glut of computer animated children’s films. Discovery Shark Week: http://vimeo.com/8268275 Discovery Channel's Frenzied Waters Shark Week campaign involved a hunt for capsules containing the physical remnants of a shark attack that lead to a website experience completing the story.
GIVE PEOPLE A STORY TO TELL PRODUCT: Best Job in the World for Tourism Queensland http://www.youtube.com/watch?v=tCLDMGWZFFA PRODUCT: HBO True Blood 52 http://vimeo.com/8268162 Give People a Story to Tell: We relate to the world around us through stories. Connected people, those with blogs, YouTube channels, active Twitter accounts, and such need stories to tell their audiences, so give them one that aligns with your brand. Examples: Best Job in the World for Tourism Queensland: http://www.youtube.com/watch?v=tCLDMGWZFFA You can try and tell people how amazing the Great Barrier Reef Islands are, or you can offer an amazing job as an Island Caretaker and inspire people to learn about the islands themselves and tell their friends about this amazing job while generating enormous global PR. HBO True Blood: http://vimeo.com/8268162 Mysterious websites and mailings of drinkable synthetic blood samples drew people into a experiential story about vampires coming out of the coffin, culminating in a massive campaign launching Tru Blood as a drinkable blood substitute for Vampires.
EMBEDDED GOOD PRODUCT: Lands End Big Boston Warm Up http://creativity-online.com/work/lands-end-the-big-warm-up-personalized-video/17798 53 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.
A PROPAGATION PLANNERS ROLE 1. MODERATE BRANDED SOCIAL NETWORKING COMMUNITIES 2. ROLE PLAY AS THE BRAND OR AS BRANDED CHARACTERS ONLINE 3. DEVISE PROPAGATION STRATEGIES FOR NEW CAMPAIGNS 4. IDENTIFY CONTEXTUAL COMMUNITIES AND WHO INFLUENCES THAT COMMUNITY 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 55 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.
PROPAGATION PLANNING BRIEF What is remarkable about the Brand, Product or Service? This area helps us ground the propagation campaign back in the product. Think about the Johnnie Walker, the Man who Walked around the World video when answering this question. Who is the target audience? Is there an audience that the client needs to reach to meet their business objectives? What is the action that this audience needs to act on to reach these objectives? Think of this audience as your aspirational audience. Is there another group of people that has more persuasion over the target audience? This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think about Great Schlep, Coraline or Oasis campaigns when answering this. Think of this audience as your inspirational audience. How does the creative foster a social experience? Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc. Think about challenges like Nike Grid, experiences like Doritos Hotel 626 or the seed paper in the Haagen-Dazs Help the Honey Bees campaigns when answering this question. Why would someone want to pass something like this to others? This is an area to talk about social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc) into why this creative might be shared and passed along among friends. Think about campaigns like Elf Yourself, Radio Head, NIN or Earth Hour when answering this. What are the existing creative assets (if any)? List the creative assets that already exist. This gives the creative a chance to use these assets in new ways? Ask yourself if new things need to be created to help extend the narrative. Think about the True Blood campaign when the agencies created a pre-story to existing assets when answering this. How long do we have before the paid media begins? This is a timing question that reminds us how to use Owned, Earned and Paid media appropriately. 57 What are the benchmarks and metrics will we be following? This helps the creative team know if there are platforms that the client feels are most important to measure success (Acquisitions, Facebook or Twitter followers, video views, etc.). If the client doesn’t have specific metrics list the ones that you will follow including impressions, reach, interaction and most importantly sentiment.