Contenu connexe Similaire à Fallon Brainfood: Inspired By Kittens (20) Fallon Brainfood: Inspired By Kittens1. we are fallon
Brainfood:
5 Lessons Marketers May Learn from “Kittens Inspired By Kittens”
Copyright ©2009 Fallon Worldwide. All rights reserved.
February 24, 2009
2. Fallon Brainfood: Trends, ideas, opportunities, and thought
leadership for our brands.
Brainfood is a monthly presentation lead by the Fallon Insight Group.
Where We’ve Been in 2008:
Virtuality // Design For All // China Rising // The Social 10 // The Mobile 10
What’s Next in 2009:
Return of the Hero // Fast-Acting Brands // Generosity // The Dirt on Green
// The Viral Vanguards // The Social Enterprise // Alternate Reality Gaming
Missed previous Brainfoods?
Go to http://www.slideshare.net/group/we-are-fallon
3. In September 2008,
Fallon’s Executive Creative Director Al Kelly
posted to YouTube an innocuous video entitled,
“Kittens Inspired By Kittens.”
Copyright ©2009 Fallon Worldwide. All rights reserved.
4. Five months later a groundswell ensued, seemingly overnight.
• 4,762,374 Video views across
YouTube and Yahool Video
• 95,000 Blog mentions
• 6,400 Tweets
• 1.5MM Google Search citations
• 28 Traditional News mentions
Copyright ©2009 Fallon Worldwide. All rights reserved.
Source: Google Blog Search, BlogPulse, VidMetrix.com, TweetVolume.com
5. What might marketers learn from the “Kittens…” phenomenon?
Copyright ©2009 Fallon Worldwide. All rights reserved.
6. In this Brainfood session:
We’ll Discuss
Five Lessons To Apply When Developing Conversational Ideas for Our Brands
By Dissecting
The Forensics of a Conversational Idea:
What happened that enabled the “Kittens…” success?
And Separating
Copyright ©2009 Fallon Worldwide. All rights reserved.
Strategy from Serendipity
7. Rally your networks
Lesson 1: “Thundercats, Ho!”
Copyright ©2009 Fallon Worldwide. All rights reserved.
8. The “Kittens” video posted in September 2008, but it was on the
evening of February 8, 2009, when Al Kelly began “working his
networks” that views began to soar.
Feb 9, 2009
Copyright ©2009 Fallon Worldwide. All rights reserved.
9. Among Al’s 800+ Facebook friends—mostly ad industry
professionals—some friends whispered in the ears
of influential bloggers.
40K Visitors Daily
1.3MM Visitors Monthly
Copyright ©2009 Fallon Worldwide. All rights reserved.
571,891 Visitors Monthly
10. Those influential bloggers drove the early awareness and views
of the video. The groundswell was ignited.
Fueled +18K views
Fueled +50K views
Fueled +16K views
Copyright ©2009 Fallon Worldwide. All rights reserved.
11. Implications of “Thundercats, Ho!”:
Never underestimate the power of the network.
≥ View your corporate organization as a network.
(Could be 10. Could be 1,000. Could be 1,000,000.)
≥ View every individual in the organization as a network to tap into and then
figure out ways to tap into these individual networks.
≥ Consider it the obligation of everyone in the organization to nurture their
networks and tap into them when a groundswell needs to happen.
Copyright ©2009 Fallon Worldwide. All rights reserved.
≥ Outreach to bloggers and influentials beyond your network, too.
12. Lesson 2: Take Me, Please
Enable “slippyness” of your contents
Copyright ©2009 Fallon Worldwide. All rights reserved.
13. YouTube’s “slippy” embed code was replicated and reposted on
700+ blogs, thus rendering the entire Web a “macrosite” host for
the video.
Copyright ©2009 Fallon Worldwide. All rights reserved.
Source: VidMetrix and Youtube Insights
14. On Twitter an echo chamber effect ensued. The result was almost
6,500 re-tweets of the “Kittens Inspired By Kittens” meme and link.
Copyright ©2009 Fallon Worldwide. All rights reserved.
15. @RainnWilson endorsed the video to his Twitter fanbase of +96K,
who re-tweeted and catapulted the meme to #3 “most discussed”
on Twitter in a single night.
Copyright ©2009 Fallon Worldwide. All rights reserved.
Rainn Wilson aka
Dwight Schrute of
NBC’s The Office
Source: Twitter Search
16. Implications of Take Me Please: You never know where the social
media fire may get lit, so be generous with the matches.
e
Enabl
≥ Encourage theft of your idea.
≥ Build ideas that play well in “slippy” content venues (like YouTube, Twitter,
and Facebook).
≥ Allow people to steal liberally to echo your content on your behalf.
≥ Be promiscuous. Get beyond your microsites.
Copyright ©2009 Fallon Worldwide. All rights reserved.
17. Lesson 3: Talk To “Strangers”
Embrace the Social Web’s fringes
Copyright ©2009 Fallon Worldwide. All rights reserved.
18. Social media groundswells tend to bubble up from the fringes and
ripple outward to the mainstreams.
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19. Groundswells then echo back from the mainstreams throughout
conversational channels like Twitter with even more velocity.
Copyright ©2009 Fallon Worldwide. All rights reserved.
Source: Twitter Search
20. Over 50 user-generated mash-ups sprouted. “New news” was
garnered daily creating over 319K views, which renewed interest
and views of the original video.
Source: Vidmetrix, YouTube
Copyright ©2009 Fallon Worldwide. All rights reserved.
21. Implications of Talk to Strangers: Recognize that the new
influencers at The Social are the nerds, the weirdos, and the
fringe elements who command the attention of millions.
≥ Get beyond your comfortable industry cohorts.
≥ The most influential communities dance on the thin line of moral decency,
correct spelling, and good taste—and this is why they’re popular!
≥ Celebrate and showcase the mash-ups and imitations. They love you, man, so
love ’em back.
≥ Loosen up, dude. Really.
Copyright ©2009 Fallon Worldwide. All rights reserved.
22. Silly Stupid
4. Be Interesting. utrageous
O
Weird
Embrace your edges
Copyright ©2009 Fallon Worldwide. All rights reserved.
23. Let’s just be honest. This video is freakin’ weird! Cute. But weird.
Copyright ©2009 Fallon Worldwide. All rights reserved.
And weird is exactly why we love it!
Source: Twitter Search
24. The Implications of Be Interesting: The Social does not celebrate
the bland or the grey. Go bold or go home.
≥ At The Social, “interesting” often translates to: “silly,” “stupid,” “weird,”
or “outrageous.”
≥ But, corporations tend to be more comfortable with the “witty” or “humorous,”
rather than the “stupid” or “weird.”
≥ Stop taking yourself so seriously, Dude.
≥ If you want conversation about your brand, then give folks something
Copyright ©2009 Fallon Worldwide. All rights reserved.
to talk about.
25. Lesson 5. Perfectly Imperfect
Widen our classic standards of perfection
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26. Decades of TV commercial production trained us to maniacally
pursue glossy perfection. On YouTube, people don't necessarily
care about our gloss.
Copyright ©2009 Fallon Worldwide. All rights reserved.
In fact, the raw imperfections make this video endearing, fresh,
and vital.
27. Implications of Perfectly Imperfect: Web audiences sometimes
forgive and expect some imperfections in exchange for
timeliness, authenticity and Beta technology.
≥ At The Social, “perfect” can sometimes be “imperfect” by traditional TV
standards
≥ Perhaps less energy on a single overly produced quot;perfectquot; idea that may fail at
The Social…
≥ …And more energy on enabling the idea’s dispersion, the idea’s timeliness, and
the beta testing of more social ideas.
Copyright ©2009 Fallon Worldwide. All rights reserved.
≥ Building a winning conversational idea for The Social is more art than science
- fail fast(er), fail cheap(er) - then optimize.
≥ Bad ideas aren't made any better because they’re built expensively.
28. Some actionable lessons to apply to our brand ideas:
1. “Thundercats, Ho!” Rally your networks
2. Take Me Please Enable “slippyness” of your contents
3. Talk To “Strangers” Embrace the Social Web’s fringes
4. Be Interesting Embrace your edges
5. Perfectly Imperfect
Copyright ©2009 Fallon Worldwide. All rights reserved.
Widen our classic standards of perfection
29. Let’s continue the conversation on our blog.
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are
freely invited to post trends, commentary, obscure ephemera, and
insightful rants regarding the experience of branding.
http://fallontrendpoint.blogspot.com