Fallon Brainfood: SX35W

Brainfood: SX35W Bringing back our digital learnings from Austin April 16, 2010

Fallon Brainfood - trends, ideas, opportunities and thought leadership for our brands. Brainfood is a quarterly all-agency food-for-thought. Where we’ve been in 2 years: Virtuality // Design For All // China Rising // The Social 10 // Mobile 10 // Overheard: Wiretapping the Social Web for Insights and Strategies // and more Missed previous Brainfoods? Go to http://www.slideshare.net/akispicer/slideshows 3

Conference highlights with a focus on application SXSWi annual interactive conference in Austin, TX has become the epicenter of what's hot and breaking in digital technology. A few of us at Fallon attended SXSW Conference and we want to share what we saw, what is breaking, what is trending, and what is likely to impact your brands and communications within the next year. SXSW meets SX35W.

Presenters… Aki Spicer, Director of Digital Strategy Rocky Novak, Director of Digital Development Marty Wetherall, Director of Innovation Brian Olsen, Media Planner Aaron Seymour-Anderson, Art Director

What to expect…insights you can use. a series of short, lively, engaging, approachable presentations We promise: no presentation longer than 5 minutes and 5 slides, with a mimimum of "geek-speak”

“The future is here. It’s just not evenly distributed yet.” William Gibson Writer and Futurist 7

Agenda >Your Phone Knows Where You Are (So Let's Play Foursquare): A look at how location based services work and what they mean for marketers, Marty Wetherall >Old Brands, New Tricks: Chevy & Pepsi made big statements @SXSWi, Rocky Novak >Seductive Interactions: Motivating Web Action Thru Playful Behavior, Aki Spicer >Future of Print: How print (and print ads) are getting tablet-ready, Rocky Novak >Future of TV: TV and Your Computer Had Sex…here's what to expect next, Aki Spicer >Transmedia 2010: Using multiple media to extend storyline, Brian Olsen >Bank 2.0: How Banks Can Begin to Act Like Start-Ups, Aki Spicer

Your Phone Knows Where You Are (So Let’s Play Foursquare)

Your phone knows where you are 55% of text messages in the US ask "where are you?" Family Locator and E911 How? •  GPS •  Assisted GPS •  Triangulation •  Cell ID •  WiFi Not Just Apps – Smartphone browsers can access location Privacy: "People care more about protecting the location of their phones than their credit card info."

Future is rapidly approaching Twitter and Facebook GPS-indexed local search (Google: "The future of mobile is local") Crowdsourced Trafﬁc and Roadside Assistance Mobile Gambling Severe Weather Alerts Financial Fraud Detection Location Based Advertising "Technology exists for Starbucks to ﬁre off a coupon to everyone in an area today…" Physical Click Thru

Checking in Location Based Social Networks invite users to "Check In" Automatic notiﬁcations when a friend is nearby Game Mechanics – Foursquare and Gowalla reward you for checking in

Brands already playing (on) Foursquare

Now What? What can location do for you? •  Increased Targeting (SMS, Adagogo, iAds?) •  Modernization of Practices (uShip) •  Streamline UX (fewer clicks) •  Better Context Consider Privacy Leverage Foursquare and Gowalla for FREE! (or pay them for more options) Happy #4sqday

Old Brands, New Tricks How Chevy and Pepsi made big statements @SXSW with simple ideas.

Transportation was at a premium, and Chevy brought the rides (and got credit for it). The ﬁrst person to check-in on Gowalla got a free ride to SXSW.

Lesson from Chevy: Smart people will give you good ideas for free food. In a small session titled "the future of the connected car," conference attendees did what they were trained to do at a conference: talk about stuff. Sample ideas included… • Resell the carbon credits from the car as you earn them. • Foursquare meets eco driving – earn badges for green driving. • Connect home audio and video libraries to car. • Parking meters updated via phone while you're away.

Pepsi leaned into "Refresh" and added value to the conference in every way possible. Pepsico had stations around the conference, where attendees could do everything from sip Mountain Dew to engage in Q&A with industry heavyweights.

They also tracked the conference with a simple, but useful interface called "Pepsi Zeitgeist." Real-time data curation of check-ins, tweets and updates helped steer people through their day.

The Lesson: It's never too late to get cool. Know the event. Know the people. Be Generous. Be Genuine. Get there ﬁrst and make your competitor's brand seem old-school by comparison.

Seductive Interactions Excerpted from presentations by Stephen Anderson “Seductive Interactions” and Andy Baio “Gaming the Crowd” at SXSW

MetaGaming: motivating web action thru playful behaviour Turning work into play …from Forced Narrative towards MetaGames MetaGames take mundane tasks and add fun gaming factors While good games are easy to learn and hard to master… Good MetaGames are easy to learn and easy to master.

4 Considerations for Making Apps/Sites into MetaGames Points Awards Metrics Achievement Levels Collectibles Feedback Recognition Goals Community Missions Competition Challenges Collaboration Quests Reciprocity Excerpted from “Seductive Interactions” presentation by Stephen Anderson at SXSW

MetaGaming is a strategic approach for bridging the goals of users and business, fueling "Seductive Interactions". User Goals Biz Goals Great time, fun. Engagement, data. Psychology Usability Increasing Motivation Removing Friction

Mental Notes to consider for "getting to ﬁrst base with users" (increase usage and adoption) Sensory Experience Recognition Over Recall Delights Social Proof Points Limited Duration/ Scarcity Novelty Levels Sequencing Appropriate Challenges Public Display/Ranking Set Collection Challenges Mystery Feedback Loop Gifting Curiousity Ownership Bias Visual Imagery Status Pattern Recognition Playful Language Excerpted from Stephen Anderson’s Mental Notes card series http://www.getmentalnotes.com

Examples that put seductive interaction and game thinking into practice iLike/Registration /"iLike Challenge" Ford Fusion/Honda Insight Dashboard EcoScore Linked In proﬁle completion prompts Nike+ Dashboard Hot Wheels "Mystery Car" Packaging CPK "Don't Open It" Thank You Card Treadmill displays "Hamburger" burn rate MS Ofﬁce Ribbon Hero Guardian UK MP Expense Tracker Target "Use Your Redcard, Help Your Kickstarter.com School" Rypple Flickr Bug Tracker Badges Obama '08 Neighbor Rankings

Future of Print

Digital media will not displace print, simply teach it how to behave differently. From viewer ------------------------ to User.

Lesson for Fallon: Design for your ads to be used. Premium positions become less valuable – cover 4 doesn’t exist. Print will be measured – consumers touch/ineteraction will help prove quality of experience. "Creative quality matters even more" when its expected.

Future of TV Excerpted from presentations by Razorfish at SXSW

Razorﬁsh attempted to pay people to live w/o TV… 7 Days 5 Days 2 Days …2 Days - the most people would willingly go without TV (even for cash) TV is still vital part of our lives But TV is also changing

DNA of TV: 9 Immutable Genes 1.  Relaxation, zoning out, passivity 2.  Conversation 3.  Events, currency, what's happening now 4.  Social, excuse to be together 5.  Stimulation and education 6.  Vicarious Experience, escapism/fantasy 7.  Passion Points 8.  Participation 9.  Consumerism

Shift Happens - the internet inﬂuences expectations 1.  Relaxation, zoning out, passivity 2.  Conversation 3.  Events, currency, what's happening now 4.  Social, excuse to be together 5.  Stimulation and education 6.  Vicarious Experience, escapism/fantasy 7.  Passion Points 8.  Participation 9.  Consumerism

4 Future Scenarios for TV 2.0 Social Butterfly Culture #1 Fan Couch Potato Cat Play Along TV puts you in the Smarter TV, serves Viewing Party TV puts content in Remix and Add to TV gets game/event mood and likes/history context to social circle you deeper into experience. Gloats and Notes Features (not times and alphabet) “Most Popular” Portable Devices enable Wii-like Gaming Features “Suggested Views” “Your Friends Liked…” access to anywhere (Play EA Sports PGA and “Top Trending” Text Chat into shows “Add Apps to Show” compare your stroke against Selection Features Live feed of “hot sections/shows” “Raw Video Backstage” the live event) orient around your likes Deconstructed TV (ie Best Week “Get this Look…” “Rock Band Challenge” lands “Just for You” Ever, The Soup, InfoMania ) Polls Results you on the real TV show Evolves “People’s Channels” Co-Creator Engine

Insights from the Future of TV   TV and web will blend in content and interface   Brands will play with people   People will earn the right to be in the content   Creativity exists in real-time - agile brand marketing   It will be important to be liked   Sponsors still vital   :30 is a random number   Will know who we're talking to – Data Rocks   People will be channels   Creativity will be portable   We will not control the conversation

Transmedia 2010

The Old Practice: Find something successful, and roll it into other mediums. Toy to Film Film to Toy

Transmedia: Engaging consumers at multiple entry points to extend the story. NBC has found success in providing web-only content, that allows fans to dig deeper into the storyline. The Ofﬁce Heroes Webisodes Graphic Novels Over 160 chapters

Transmedia improves on this, by extending the storyline across media, not just the messaging. If Transmedia is done right, each story can stand alone. Extra Content + Individual Proﬁt Centers The Core of Transmedia

Extensions don't have to come exculsively from content creators, but from advertisers as well. This space is ripe for advertisers to play in. Repo Men Syfy’s Alice Bringing the Union’s hunt to life A rabbit hole of our own creation $10,000 cash prize

The door can also swing both ways. Geico took an ad, and created a TV show… Ad to Show … which took them from a paid advertisement to a new proﬁt center.

Bank 2.0 Excerpted from presentations by Razorfish at SXSW

Banks have failed us. 140 Failures in 2009 (up from 25 in 2008, 11 5 years prior) Stock Market Bust Increasing Credit Rates Challenges •  Heavy regulation •  Not nimble •  Weak Communities •  Legacy (ie old) Systems •  Overly Optimistic Investment Projections

Shift Happened. People no longer just consumers… •  Increased importance of savings •  Responsibility •  Autonomy Trends •  Stock-Picking Communities •  Peer-2-Peer Lending/Microﬁnance •  Community-Based •  Credit Score Management •  Social Savings – Socializing Information

While banks are increasingly good at providing customers with digital resources and connectivity – even best-in- class examples are still very transactional with their ideas.

Start-Ups are teaching banks about the new era of relationship building. Free online (social) piggybank to save for a speciﬁc goal •  $350MM in deposits Free credit scores, education and tools •  1MM registered users Free spending analysis tools •  Recently sold to Intuit for $170MM •  Over 850,00 users in a matter of months •  Only $175,000 start-up capital investment Better rates. Together. •  1MM registered users •  $100MM in loans

Secrets to Bank 2.0 start-up success (that traditional banks may learn from)   Share communal knowledge that banks don't/won't provide   Offer advocacy for the consumer   Be approachable: human terms/no jargon   Talk to customers in their language: embrace diverse touchpoints (Twitter, SMS, FBook, etc)   Offer value (insights) on spending data, beyond reporting and account status   Embrace beyond Gen X and Gen Y   New features and products guided by dialogues w/customers   Be reactive…place a few bets and stay nimble to user reactions   Provide great experiences

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Fallon Brainfood: SX35W

by Aki Spicer on Apr 19, 2010

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Fallon Brainfood: SX35W — Presentation Transcript