Fallon Brainfood: From Boring to Big Bang
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...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011. Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.
Fallon Brainfood: From Boring to Big Bang
- 1. …From Boring to Big Bang How Causes Can Get Interesting And Get Attention From News and Newsfeeds Strategy For Good, Twin Cities #S4GMPLS December 10, 2011
- 2. Hi. I'm Aki Spicer. Director of Digital Strategy Veteran Planning Director @nexus of consumer culture and technology Blogger, Author, User Adjunct Professor, University of Minnesota Co-Founding "Officer of Good" for Planning For Good Forging a “post-digital” approach Ushering advertising into the age of participation
- 5. Everybody wants to know the secret…
- 7. A dark art best left to experts?
- 8. Don’t Apologize For Your Message. Instead, Let’s Wring More Interestingness Out Of Your Message.
- 9. So… How can my cause marketing get more interesting?
- 10. Start by understanding the motivations of Press People
- 11. People Press
- 12. Press {STORIES WORTH TELLING} People
- 13. Newsfeed News
- 14. News {STORIES WORTH TELLING} Newsfeed
- 15. The harsh truth (from a friend who cares)… Your Press Release is often not a story (worth telling). Yet.
- 16. 10 #Winning Approaches to Get Interesting …and Get Attention From News and Newsfeeds Lets look at some highly effective cause marketers, and what you can learn from them.
- 17. 1. A great master of marketing Interestingness: William Castle, knew well how to Inject a Bit of Theater into his announcements
- 18. 2. Tate Modern Dumbs It Down by making fine art relatable to pop culture and current times
- 19. 3. Childrens’ Defense Fund Shocks/Mocks the System by running a 10YO for President
- 20. 4. Minnesota Planetarium Society Challenges Age- Old Assumptions with a provocative new world view
- 21. 5. “I Love Boobies” gets Refreshingly Honest to engage youth targets with a serious issue
- 22. 6. Livestrong and #iranelection, and Starbuck’s Jobs for USA Make Participation Easy
- 23. 7. PETA Borrows Equity from buzzworthy celeb hijinks to get their own message passed along
- 24. 8. Susan G. Komen and (Red) recognizes and Lends Equity to brands
- 25. 9. Special Olympics and MS Make People Co- Marketers into their otherwise serious agendas
- 26. 10. Movember introduces “man cancer” into the conversation by generously Lending Interestingness to Its Participants
- 27. 10 #Winning Approaches to Get Interesting 1. Inject A Bit Of Theater 2. Dumb It Down 3. Shock/Mock The System 4. Challenge Age-Old Assumptions 5. Get Refreshingly Honest 6. Make Participation Easy 7. Borrow Equity 8. Lend Equity (to brands) 9. Make People Co-Marketers 10. Lend Interestingness to Your Participants …and Get Attention From News and Newsfeeds
- 29. Appendix
- 31. Fallon Brainfood—trends, ideas, opportunities, and thought leadership for our brands. Brainfood is our all-agency food-for-thought. Where we’ve been in recent years: Being Digital // Social 10 // Virtuality // Design For All // China Rising // Fall0nylitics // Mobile 10 // The Google+ Opportunity // How Customer Service Will Save Luxury // Startup and Never Stop // Coupons 2.0 // How to Make Contagious Ideas // and more Upcoming: Social Media Dollars and Sense // UX and You // How to Plan Mobile Apps // and more Missed previous Brainfoods? Go to http://www.slideshare.net/group/we-are-fallon