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How to do Propagation Planning

13th October 10

A few years ago I wanted to be a part of the next theory in strategic planning. Connections Planning had been around for about ten years (in 2009) and I wanted to know what comes next? That’s when I discovered the work that Ivan Pollard from Naked Communications had shared around Propagation Planning.

Over the last few years I dedicated my ‘extra’ time to understanding and cultivating the theory, articles and case studies surrounding propagation planning. I shared everything I learned on my Blog. By sharing, others contributed and the ideas got better.

Sharing and generosity are very important in the advertising industry today. They make all of us better. As they say, “a rising tide lifts all boats.”

Edward Boches, who is in the process of formalizing propagation planning at Mullen, wrote a great post this week asking a provocative question, “Do you give content away because you want credit?” For me, I give content away to become a member of the club. A club of strategic planning minds that contribute everyday to a greater collective. This club is made up of so many people that I couldn’t possibly name them all here… but you know who you are.

So I was thrilled when Mark Lewis and the Planning-Ness conference asked if Mike Monello (Co-Founder at Campfire) and I would share our thoughts on propagation planning. I hope that you can take something away from this deck and inspire your creative and social media teams to develop work that gets spread.

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3 comments on “How to do Propagation Planning”

  1. [...] of the secondary market of their products. It may just open up an entirely new branch of propagation planning (“plan not just for those that buy your products, but for those that will eventually buy your [...]

  2. [...] consumer where peer to peer influence-ever powerful-is now powerful at scale • That ideas are used, shared and propagated in networks, not solely in agencies • That consumers are telling us, in real time, more about what they need [...]

  3. [...] to other members of the audience, is apparent when looking at the equivalent in marketing – propagation planning. The art lies in creating not only for the people you want to reach, but the people you want them to [...]

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