Fallon Brainfood: Lessons About New Digital, Brought To You By Old TV

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Fallon's Rocky Novak (@rockynovak) Director of Digital Development, and Aki Spicer (@akispicer), Director of Digital Strategy present 5 lessons about digital marketing as gleened from hours of their childhood hours of "wasted" TV viewing.

Keynote Address @University of Minnesota Student Advertising Summit (#Ad2SAS), February 2013

Published in: Technology

Fallon Brainfood: Lessons About New Digital, Brought To You By Old TV

  1. 1. L E S S O N S A B O U T N E W D I G I TA L , B R O U G H T TO Y O U B Y O L D T V
  2. 2. We are! @rockynovak @akispicer @wearefallon
  3. 3. @rockynovakWe were! @akispicer
  4. 4. A LOT HASHAPPENED SINCETHEN
  5. 5. E OElectronic Online I Interactive C Connected
  6. 6. C ConnectedTechnologies
  7. 7. Making brand communications that are in-sync with networks of people.
  8. 8. Then Now!  (Captive) Audiences !  Active Collaborators!  Interruptions/”Breaks” !  Added Value/s!  Messages !  Sharables
  9. 9. TECHNOLOGY +BEHAVIORINTRINSICALLYLINKED.
  10. 10. BUT TECHNOLOGYFADES, FOLLOWBEHAVIOR
  11. 11. DIGITALDOESN’TMATTER.PEOPLE DO.
  12. 12. “We look at the present through a rear-view mirror. We march backwards into the future.” - Marshall McLuhan
  13. 13. Shifts in technology and social behavior have alwaysinfluenced the evolution of advertising!  Cars and highways birthed the billboard headline!  Print Press spawned public relations, ad copy and art direction!  Radio evolved the jingle, day-parts and commercial sponsorship!  Television launched the USP, positioning and direct response
  14. 14. Liminal Space
  15. 15. Luxury of reliable Black and Colorassumptions White VHS DVD YouTube
  16. 16. !towardsan age ofnear daily Foursquare QR Codes flux.Hangouts iPads Vine
  17. 17. SCARY, RIGHT?OR AWESOME?
  18. 18. “The vast bulk of our institutions— educational, corporate, political—are not built for flux. Few traditional career tactics train us for an era where the most important skill is the ability to acquire new skills.” -  Alyson Kent-Smith*“Why the Ad Industry Is In A Talent Rut and a Prescription for Change”, Alyson Kent-Smith, Fast Company, January 2013
  19. 19. SO, LET’SACQUIRE A FEWSKILLS. BROUGHTTO YOU BYCLASSIC TV.
  20. 20. Lesson 1
  21. 21. Lesson 1: Data isn’tscary if you knowwhat to do with it.
  22. 22. Learn to look forsignals in all thenoise.
  23. 23. Lesson 2
  24. 24. Lesson 2: There areno experts!yet.
  25. 25. Don’t be afraid toDuct Tape your wayto success.
  26. 26. #Make5 on InstagramFallon employees make something artistic, daily,for 5 days straight.
  27. 27. WeAreFallon on Vine
  28. 28. Lesson 3
  29. 29. Lesson 3: Peoplewant to feel special,so treat them thatway.
  30. 30. Lesson 4
  31. 31. Lesson 4: An acceleratedpace of communicationmeans more frequentopportunities to makecool stuff.
  32. 32. “How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter” - WIRED“Oreo Won the Advertising Super Bowl With a Single Tweet” - Social Media Today
  33. 33. Always On
  34. 34. Lesson 5
  35. 35. Lesson 5
  36. 36. Lesson 5: People don’twant your ad, but theymight want your content ifits cool enough.
  37. 37. Lesson 1: Data isn’t scary if you know what to do with it.Lesson 2: There are no experts! yet.Lesson 3: People want to feel special, so treat them that way.Lesson 4: Pace means more opportunities to make cool stuff.Lesson 5: People don’t want ads, they might want your content.
  38. 38. ”The most important skill is the ability to acquire new skills.”
  39. 39. THANK YOU.

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