L E S S O N S A B O U T N E W D I G I T A L , B R O U G H T T O Y O U B Y O L D T V

@rockynovak @wearefallon @akispicer We are!

@rockynovak

@akispicer

We were!

A LOT HAS HAPPENED SINCE THEN

E O I C Electronic Online Interactive Connected

C Connected Technologies

Making brand communications that are in-sync with networks of people.

Then Now !  (Captive) Audiences

!  Interruptions/”Breaks”

!  Messages

!  Active Collaborators

!  Added Value/s

!  Sharables

TECHNOLOGY + BEHAVIOR INTRINSICALLY LINKED.

BUT TECHNOLOGY FADES, FOLLOW BEHAVIOR

DIGITAL DOESN’T MATTER. PEOPLE DO.

“We look at the present through a rear-view mirror. We march backwards into the future.”

- Marshall McLuhan

Shifts in technology and social behavior have always influenced 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

Liminal Space

Luxury of reliable

assumptions Black and

White

YouTube DVD VHS

Color

!towards an age of near daily

flux.

Foursquare

Vine iPads Hangouts

QR Codes

SCARY, RIGHT? OR AWESOME?

“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

SO, LET’S ACQUIRE A FEW SKILLS. BROUGHT TO YOU BY CLASSIC TV.

Lesson 1

Lesson 1: Data isn’t scary if you know what to do with it.

Learn to look for signals in all the noise.

Lesson 2

Lesson 2: There are no experts!yet.

Don’t be afraid to Duct Tape your way to success.

#Make5 on Instagram Fallon employees make something artistic, daily, for 5 days straight.

WeAreFallon on Vine

Lesson 3

Lesson 3: People want to feel special, so treat them that way.

Lesson 4

Lesson 4: An accelerated pace of communication means more frequent opportunities to make cool stuff.

“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

Always On

Lesson 5

Lesson 5

Lesson 5: People don’t want your ad, but they might want your content if its cool enough.

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.

”The most important skill is the ability to acquire new skills.”

T H A N K Y O U .