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. Austin comes to Minneapolis. SXSW meets SX35W. Expect to view a series of short, lively, engaging, approachable presentations (no presentation longer than 5 minutes and 5 slides, with a mimimum of "geek-speak") that will showcase the conference highlights and outline the important things that you need to know now.

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

3. 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
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4. 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.

5. 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

6. 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”

7. “The future is here. It’s just not evenly distributed yet.”
William Gibson
Writer and Futurist
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8. 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

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

10. 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."

11. 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

12. 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

13. Brands already playing (on) Foursquare

14. 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

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

17. 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.

18. 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.

19. 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.

20. 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.

21. 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.

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

24. 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.

25. 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

26. 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

27. 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

28. 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

30. Future of Print

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

34. 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.

36. Future of TV
Excerpted from presentations by Razorfish at SXSW

37. 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

38. 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

39. 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

40. 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

41. 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

43. Transmedia 2010

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

45. 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

46. 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

47. 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

48. 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.

50. Bank 2.0
Excerpted from presentations by Razorfish at SXSW

51. 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

52. 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

53. 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.

54. 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

55. 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