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Slide 1: University of Minnesota Communicators Forum “The Matrix," or Communicating in a Web 2.0 World Teaser excerpts from Aki Spicer Keynote June 25, 2008 Copyright ©2008 Fallon Worldwide. All rights reserved. 1
Slide 2: “The future is here. It’s just not evenly distributed yet.” William Gibson Writer and Futurist Copyright ©2008 Fallon Worldwide. All rights reserved. 2
Slide 3: The problem with judging the future: we can only evaluate it in context of our immediate past. Copyright ©2008 Fallon Worldwide. All rights reserved. 3
Slide 4: …this is why today’s automobile is still valued in “horsepower”. Copyright ©2008 Fallon Worldwide. All rights reserved. 4
Slide 5: Consider that our early motion pictures were developed using the language and conventions of the stage shows which immediately preceded it. Copyright ©2008 Fallon Worldwide. All rights reserved. 5
Slide 6: …early television was first operationalized as merely radio vaudeville, brought into our living rooms. Copyright ©2008 Fallon Worldwide. All rights reserved. 6
Slide 7: Every new media is hostage (at first) to the expectations of old media. Copyright ©2008 Fallon Worldwide. All rights reserved. 7
Slide 8: This is why the best offering on Joost, interactive TV, is vintage episodes of old TV. Copyright ©2008 Fallon Worldwide. All rights reserved. 8
Slide 9: And in this age of unbridled access and participation, the model for mass interactivity is still a souped up game show. Copyright ©2008 Fallon Worldwide. All rights reserved. 9
Slide 10: “We look at the present through a rear-view mirror. We march backwards into the future.” Marshall McLuhan 10 Copyright ©2008 Fallon Worldwide. All rights reserved.
Slide 11: This is the dilemma that today’s advertisers find themselves: c/rudely imposing old rules upon a new game. 11 Copyright ©2008 Fallon Worldwide. All rights reserved.
Slide 12: And so, expect that we are always underutilizing the fullest potential of tomorrow’s technology until we can completely sever our old expectations. 12 Copyright ©2008 Fallon Worldwide. All rights reserved.
Slide 13: The social media opportunities for your brands will not be unlocked without some radical shifts from the old way of communications. 13 Copyright ©2008 Fallon Worldwide. All rights reserved.