Clay Parker Jones had a cool propagation planning diagram on his Blog Exit Creative. I wanted to share it here because I love that our presentations inspire others to contribute to the collective.
This is the presentation that Mike Monello (from Campfire) and I gave this morning in Brooklyn at the Planningness conference. It has some major updates from the last Propagation Planning presentation and it was amazing to hear all these planners use the brief and share sharable, social ideas very quickly.
(Best seen on Slide Share for full screen viewing)
A great presentation from Heather LeFevre about what she has learned in her transition from an Account Planner at agencies like CP+B to Digital Planning at Tribal DDB in Amsterdam.
This is a great presentation by Heidi Hackemer and Seth Weisfeld of BBH that was presented at a VCU conference.
My conference spies report that Heidi proclaimed, "Either be SUPER useful, or SUPER emotional. The in between stuff gets ignored." This is a statement that all planners should take to heart.
BBH and Google decided to use the 'behind the scenes' video at the beginning of the campaign instead of posting the video at the end of the campaign. Media companies like HBO have used this technique for years with segments like 'HBO Buzz,' which share 'behind the scenes' footage of the new season but this timeline is rarely used by non-media brands.
'Behind the scene' videos have been used by many agencies to extend the story of the advertisement for those that might want to know what it took to pull something like that off. These videos are typically posted online well after the paid media has run its course, but rarely are they posted to earn media prior to the start of paid media.
This week a variety of videos will be released that demonstrate the speed of Google Chrome. The Google Chrome Blog has shared the data which validates the speed claims. The Blog has been a useful tool for sharing new information with the Google Chrome advocates, who get an exclusive first look at the videos to come through a 'behind the scenes' narrative.
In particular I want to thank Mark Lewis, Amadeo Plaza, Anjali Ramachandran, Kenji Summers and Jessica Brookes for providing their feedback because it reshaped the brief. I recommend that people take what they want or need from this brief but these are some questions that might help to inspire your Social Media efforts.
What are the campaign goals and/or communication tasks?
This is a very clear outline of communication tasks. This could include CRM, conversions, sales goals, awareness or good will for the brand/product.
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.
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.