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

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. We are! @rockynovak @akispicer @wearefallon

3. @rockynovak
We were!
@akispicer

4. A LOT HAS
HAPPENED SINCE
THEN

5. E O
Electronic Online
I
Interactive
C
Connected

6. C
Connected
Technologies

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

8. Then Now
! (Captive) Audiences ! Active Collaborators
! Interruptions/”Breaks” ! Added Value/s
! Messages ! Sharables

9. TECHNOLOGY +
BEHAVIOR
INTRINSICALLY
LINKED.

10. BUT TECHNOLOGY
FADES, FOLLOW
BEHAVIOR

11. DIGITAL
DOESN’T
MATTER.
PEOPLE DO.

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

13. 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

14. Liminal Space

15. Luxury of
reliable Black and
Color
assumptions White
VHS DVD YouTube

16. !towards
an age of
near daily Foursquare QR Codes
flux.
Hangouts iPads Vine

17. SCARY, RIGHT?
OR AWESOME?

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

20. Lesson 1

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

22. Learn to look for
signals in all the
noise.

27. Lesson 2

28. Lesson 2: There are
no experts!yet.

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

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

32. WeAreFallon on Vine

33. Lesson 3

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

38. Lesson 4

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

43. “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

46. Always On

47. Lesson 5

48. Lesson 5

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

53. 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.

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

55. THANK YOU.