Fallon Brainfood: Agency Blog Secrets Revealed!

we are fallonAssessing Fallon Planning @ The Social Q109

March 15, 2009

Highlights about Fallon Planning @ The SocialQ109

Since 2006, Fallon’s Insight Department has pioneered Ad Agency behaviour andstandards on the social web.

Highlights about Fallon Planning Blog:• Over 170,000 pageviews and over 27,406 unique visitors since launch in 2006• Average 600 RSS subscribers a day• Ranked #142 on AdAge Power 150 - top media and marketing blogs• over 12,000 pageviews in Feb 2009, this year may be reaching a tipping point!• Fallon Worldwide/Fallon Minneapolis receives an average blog mention every 11

days• Fallon Planning receives an average blog mention every 12 hours

Highlights about Fallon Brainfood:• over 52,000 total views of Brainfood on Slideshare plus countless live webcam

views, blog posts, and Tweets• over 4600 views of Brainfood in Q109 so far• 28,905 Twitter impressions

On the Blogosphere

Fallon Planning Blog: Share ideas that inspirebrave work.

Fallon Planning Blog was launched by Fallon Minneapolis Insight Department as ashowcase for thought leadership on branding and advertising trends.

Where We’ve Been since 2006:-1265 blog posts to-date-Over 170,000 pageviews and over 27,406 unique visitors since launch in 2006!-Average 600 RSS subscribers a day-Ranked #142 on AdAge Power 150 - top media and marketing blogs -Contributed many standards and practices with “Blogging the Agency”presentation at 2007’s AAAA’s Account Planning Conference-Internationally recognized as a key resource for marketers and strategists-Talent magnet, outward-facing mirror of how we roll-Deepens the client relationship - NBCU, Purina, TheLadders and others now relyon the Planning Blog as a resource

Join the conversation at http://fallontrendpoint.blogspot.com/

On the Blogosphere, “Fallon Planning” and itsblog is discussed as much (or more) asFallon.com and the agency.

• Fallon SocialRank is 7/100 with an average blog mention every 11 days• Fallon Planning SocialRank is 18/100 with an average blog mention every 12 hours

Fallon Minneapolis Fallon Planning

Source: Nielsen BlogPulse, SocialMention.com

This increasing volume of social mention isdriving Google rank and shapes thecontextual picture of our brand.

• Whereas Fallon Minneapolis conversation is typically driven by account activity (newclient wins, agency spy gossip)

• Fallon Planning conversation is driven by thought leadership and ideas that are postedfreely then shared and discussed more widely across the blogosphere

Fallon Minneapolis Fallon Planning

Source: Google Search Insights

Al Kelly’s viral experiment “Kittens Inspired ByKittens” dominated the conversation in Q109.

• 5,298,441 Video views across YouTube and Yahool Video

• 95,000 Blog mentions

• 6,400 Tweets, #3 “Most Discussed” on Twitter

• 1.5MM Google Search citations

• 50+ User-gen “Mashups”

• 28 Traditional News Mentions, incl CNN, NPR, Air America, The Guardian, WiredMagazine and The Soup on E!

Viral Video Views

Source: Nielsen BlogPulse, Vidmetrix, Fallon Brainfood “Inspired By Kittens” Feb 2009

Learn more about What the “Kittens…” Experiment Teaches Us Marketershttp://fallontrendpoint.blogspot.com/2009/02/fallon-brainfood-inspired-by-kittens_27.html

• “Kittens…” teaches us that an agency can benefit from having more things tosay beyond the latest client win.

Source: Google Analytics, Google Feedburner

Planning Blog garnered over 12,000views in Feb 2009, with the majority ofviews coming thru “slippy” RSS readers.

Source: Google Analytics

Planning Blog is proving to be biggerthan MPLS - its extending perceptions ofFallon brand as a global thought leader.

Most Visitors by City

5 ways Fallon Planning Blog benefits brandFallon.

1) participation elevates Fallon credibility, expertise, and added valueamong our clientele and prospects - when it comes to social strategiesfor our clients, we didn’t just read the book on social media, we’re co-writing it

2) extends the Fallon (and Fallon Planning) brand in press and socialmedia - over 100,000 pageviews and 27,406 unique visitors served

3) for some this is the website for Fallon - for many digital natives socialmedia is the only brand touchpoint they’ve experienced (just like ourclients’ brands)

4) big ideas in beta - exposes co-workers and clients to new trends andideas in real-time

5) poised for continued growth as the social web now reaches tippingpoint - marketers and clients now “get it”

On the Twittersphere

Fallon Planning buzz on Twitter is typicallysparked by its Generous approach to ideas -“share ideas that inspire.”

Source: Twitter Search, (impressions=number of Tweets X their follower counts)

*28,905+ Twitter impressions about Brainfood

Brainfood

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 Mobile10

What’s Next in 2009:Return of the Hero // Fast-Acting Brands // Generosity // The Dirt onGreen// The Viral Vanguards // The Social Enterprise // Alternate RealityGaming

Missed previous Brainfoods?Go to http://www.slideshare.net/group/we-are-fallon

Our Generous approach is fueling awareness,passalong and engagement with FallonBrainfood.

Fallon Brainfood got over 4600 Slideshareviews in Q109.

"youre good, i learned a ton thanks for doing it, glad youre on our team complex subject done simply and very well, congratulations

"Great show. You struck a great balance between striking fear (I gotta getmy shit together) and creating a sense of opportunity (if I do this right it willbe fun, interesting and useful).

"missed the big show today but enjoyed the slideshow.

“aki inspired by kittens inspired by kittens as always learned a bunch. well done. thanks

“great topic....great presentation.definitely easy for a non-technological personlike myself to understand. Thanks!

Source: Slideshare, Twitter Search, direct email feedback from Fallon employees

To date, Brainfood has garnered over 52,367views on Slideshare plus countless livewebcam views, blog posts, and Tweets.

Source: Slideshare

Employee participation at The Social isenabling influential employee brands.

Source: Twitter Grader and Tweet Volume

*28,905+ Twitter impressions about Brainfood.

(Twitfluence Impressions = Number ofTweets/Mentions x Number of Each Twitterers’

Follower Count.

10,764 of Brainfood’s Twitter impressions aredirectly attributable to @akispicer’s Twitfluence!

5 ways Fallon Brainfood benefits brand Fallon.

1) makes Fallon (and Fallon Planning) synonymous with thoughtleadership and innovation - exposes co-workers and clients to newtrends and ideas

2) extends the Fallon (and Fallon Planning) brand in press and socialmedia - over 52,000 views and impressions made about FallonPlanning's thought leadership since Brainfood launched in 2008!

3) a magnet for new business prospects - audiences have included execsfrom P&G, BestBuy, and Target as well as current clients

4) sparks new projects and initiatives with clients - have extended Fallondeeper into client’s business with projects like Beneful Next, andnumerous social media and mobile initiatives across our roster

5) elevates Fallon credibility, expertise, and added value among ourclients