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
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
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?