Recently, the team at 1000 Heads have been discovering and discussing some great content out there on propogation planning.
Ivan Pollard from Naked Communications coined the term and Faris Yakob went on to, well, propagate it in a prize-winning essay for Campaign. Griffin Farley, of BBH New York, continues to develop the theory in his excellent blog, and produced the deck below which gives a neat overview of the approach and case studies behind PP.
Lessons in Propagation Planning Presentation
View more presentations from Griffin Farley.
As you can see, propagation planning is in essence word of mouth by any other name.
We love the emphasis it puts on the influencee rather than the influencer, as relflected in Farley’s blog tagline, ‘Plan not for the people you reach, but the people that they reach.‘
This is something that I’ve spend a lot of time discussing with Scott Gould, who recently explained Why Spreadability Beats Reach for WOM UK, and here at 1000heads we often blog our thoughts on this topic as everything we do aims to engage with both breadth and depth. As I like to say, our focus is on the passionate many, rather than the celebrated few. Theorising aside, it makes much better business sense.
We look forward to talking more with these guys.
Molly Flatt
Edit —
Hat tip to Utku Can of Mint Digital who pointed us in the direction of Anjali Ramachandran’s post over at Made by Many earlier this week. You sir, rock our socks. Thank you.