I presented this at the Guldagget Inspirerar in Stockholm, sponsored by the Posten. It was built in 16:9 format but converted by Slideshare.

1. DIRECT MARKETING FOR PROPAGATION
Griffin Farley
Guldagget Inspirerar
Stockholm 2011

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

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

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

5. WHAT IS PROPAGATION PLANNING?

6. 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

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

8. HOW DO YOU DO IT?

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

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

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

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

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

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

15. COMMUNICATION PLAN
Influencer
Comms
SOURCE: Naked Communication 2007

16. 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?

17. CREATIVE EXAMPLES

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

19. SOME SWEDISH CREATIVE DIRECTORS

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

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

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

23. HOW TO FIND INFLUENCERS

24. KLOUT PERKS

25. AD.LY

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

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

28. WHAT MISTAKES MIGHT YOU MAKE?

29. BEWARE OF BUYING FANS

30. DIGITAL ISN’T EVERYTHING

31. HOW DO YOU DETERMINE SUCCESS?

32. NET PROMOTER SCORE
SOURCE: The Ultimate Question

33. ZUBERANCE DATABASE

34. Q&A

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