1. The Open BrandDigital Trends for 2011 KELLY MOONEY CEO, RESOURCE INTERACTIVE AUTHOR, THE OPEN BRAND COPYRIGHT 2011 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

5. What’s changing? 1 How we get information 2 How we engage with one another (and brands) 3 How we make purchases

6. 2OO8: 130 million on Facebook —Inside Facebook, December 2008 500,000 tweets per quarterwere posted at the end of 2007. —Twitdir Americans spent more than 4.5 hours per month on smartphones.—M:Metrics, May 2008

7. 2O1O: 500+ million on Facebook. —Facebook Pressroom, Feb 2011 Twitter hits 50 million tweets a day. —Mashable, Feb 2011 American spent 3 hours a day using mobile phones to access the internet, use social networks, and work on their finances. —Rudder Finn, Feb 2010 4.5 million Foursquare users are “checking in” at locations around the world. —Foursquare Blog, Nov 2010

8. ECOMMERCE WEB SOCIAL WEB (Re)Searching, Shopping, Self-servicing Creating, Sharing, Influencing Consumer behaviors are evolving…

9. The web influences nearly 5O% of offline sales Offline Sales 50% TOTAL SALES (millions) Total Online Impact 48% 47% 45% 42% Offline Sales Influenced by Online 38% Online Sales 2007 2008 2009 2010 2011 2012 Source: Jupiter/Forrester US Online Retail Forecast, 2007 - 2012

10. Traditional purchase journey TRADITIONAL BEHAVIORS SIGN UP FOR LOYALTY CARD LOOK AT A CATALOG CONTACT CUSTOMER SERVICE SEE AN AD RECEIVE A MAILER CALL 1-800 VISIT A STORE CONSULT SALES REP LINEAR • PREDICTABLE • BRAND-CONTROLLED

11. New purchase journey ECOMMERCE BEHAVIORS SOCIAL WEB BEHAVIORS PERUSE FAV BLOGGERS’ POSTS SIGN UP FOR LOYALTY CARD USE COMPARISON TOOLS LOOK AT A CATALOG CONTACT CUSTOMER SERVICE SEE AN AD RECEIVE A MAILER CALL 1-800 VISIT A STORE CONSULT SALES REP CHECK CRAIGS- LIST FOR RESALE OPTIONS ASK QUESTION VIA LIVE CHAT SEARCH FOR A PRODUCT WATCH YOUTUBE VIDEO SIGN UP FOR EMAIL SHOP FROM FRIENDS’ LEMONADE STAND BROWSE WEB SITE POST REVIEW, UPLOAD PIC READ AND RATE REVIEW VISIT A STORE LINK FROM FRIEND’S FACEBOOK BROWSE TAG CLOUDS LINK FROM FRIEND’S FACEBOOK TRACK PURCHASE REVIEW FAQS CREATE TAGS NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST

12. WORLDVIEW OF A CLOSED BRAND Targets Consumers Monologue Awareness Push Guarded Communications Created by Marketers Brand Management

13. WORLDVIEW OF A CLOSED BRAND WORLDVIEW OF AN OPEN BRAND Fosters Communities Targets Consumers Dialogue Monologue Awareness Engagement Pull Push Guarded Communications Transparent Communications Co-created with Consumers Created by Marketers Brand Management Brand Stewardship

14. Get O.P.E.N. Engaging Personal NETWORKED ON-DEMAND

15. Get O.P.E.N. Engaging Personal NETWORKED ON-DEMAND Participation Belonging Immersion Entertainment Inspiration Self-expression Ego gratification Portability Community Meaningful Efficiency Ease Control Findability Instantaneousness Acknowledgement Dialog Customization Privilege Popularity

16. Get O.P.E.N. Engaging Personal NETWORKED ON-DEMAND Conversion/Sales Awareness/Acquisition Awareness/Trial Retention/Loyalty

17. STARBUCKS

23. REAL-TIME WEB ECOMMERCE WEB SOCIAL WEB (Re)Searching, Shopping, Self-servicing Feeding, Discovering, Layering Creating, Sharing, Influencing Consumer behaviors are evolving…

24. New purchase journey ECOMMERCE BEHAVIORS SOCIAL WEB BEHAVIORS REAL-TIME WEB BEHAVIORS PERUSE FAV BLOGGERS’ POSTS GET UP TO THE MINUTE REVIEWS SIGN UP FOR LOYALTY CARD USE COMPARISON TOOLS LOOK AT A CATALOG CONTACT CUSTOMER SERVICE SEE AN AD RECEIVE A MAILER CALL 1-800 VISIT A STORE CONSULT SALES REP CHECK CRAIGS- LIST FOR RESALE OPTIONS INVITE FRIENDS TO CO-SHOP NOW FOLLOW A PRODUCT ASK QUESTION VIA LIVE CHAT SEARCH FOR A PRODUCT WATCH YOUTUBE VIDEO SAY THANKS WITH TWIT PAY GIFT SIGN UP FOR EMAIL “LIKE” A PRODUCT FOR LATER OR FEEDBACK SHOP FROM FRIENDS’ LEMONADE STAND FOLLOW THE BRAND ON TWITTER BROWSE WEB SITE RESPOND TO CAN’T RESIST TWITTER AD SEARCH NETWORK FOR BEST REVIEWS BUY VIA MOBILE OR FACEBOOK POST REVIEW, UPLOAD PIC DISCOVER WHAT PEOPLE ARE BUYING NOW READ AND RATE REVIEW VISIT A STORE GET GEO-TARGTED OFFER ON PHONE LINK FROM FRIEND’S FACEBOOK BROWSE TAG CLOUDS REPLENISH VIA PHONE LINK FROM FRIEND’S FACEBOOK TRACK PURCHASE REVIEW FAQS STREAM PURCHASE EXPERIENCE ASK FRIENDS FOR INSTANT FEEDBACK CREATE TAGS SNAP QR CODE FOR MORE INFO NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST

25. Digital Trends IMPACTING O.P.E.N. EXPERIENCES A SELECTION FOR EO O2/24/2O11 © Copyright 2011 Resource Interactive

26. 2011 Digital Trends 1. Mobile: The New PC 2. It’s Better with Friends 3. Atomized & Distributed 4. The Digital Looking Glass 5. Funny Money 6. Location Matters 7. Life is a Game 8. The Internet of Things © Copyright 2011 Resource Interactive

27. Mobile: The New PC The digital centerpiece of your customers’ lives © Copyright 2011 Resource Interactive Image: Robert Scoble

28. Mobile: The New PC By 2O13, mobile phones will overtake PCsas the most common Web access device worldwide. Data: Gartner 2O1O

29. Mobile: The New PC There have been 73.5 million iPhones soldand there are over 317,OOO appsin the App Store withover 7 billion apps sold(2OO per second). Data: MobileCrunch - October, 2010 | MobClix | Apple - November, 2010

30. Mobile: The New PC eBay Windows Mobile 7 Target iPhone App Sephora iPhone App Whole Foods Recipes for iPhone Amazon Android App

31. Mobile: The New PC Sherwin-Williams ColorSnap™ iPhone App Sherwin-Williams ColorSnap™ BlackBerry App

32. Mobile: The New PC Apple has sold more than 7 million iPads.There are over 4O,OOO iPad specific apps and over 1 million downloads on the first day of availability. Data: NYT - October, 2010 | Apple - November, 2010 | CNBC - May 3rd, 2010

33. Mobile: The New PC Gap Wired Magazine Toys ‘R Us

34. Mobile: The New PC HP Slate PlayBook Dell Streak Samsung Galaxy Tab Cisco Cius © Copyright 2010 Resource Interactive

35. It’s Better with Friends The new, socially powered web © Copyright 2010 Resource Interactive Image: tribehut

36. It’s Better with Friends We expect in the first 24 hours alone we’re going to serve 1 billion buttonson the web.” Mark Zuckerberg, Facebook Founder – April 22, 2O1O “

37. It’s Better with Friends Almost 65 millionFacebook users things daily. Data: All Facebook, July, 2010

38. It’s Better with Friends More than two million websiteshave integrated with Facebook, including over 8O of comScore’s U.S. Top 1OO websites Data: Mashable - May, 2010

39. It’s Better with Friends http://www.youtube.com/watch?v=Ed5vJeaEuzA

40. It’s Better with Friends Levi’s Friends Store Victoria’s Secret PINK Pandora Your Amazon Facebook Page

41. Atomized & Distributed The fragmenting of content & commerce © Copyright 2011 Resource Interactive

42. Atomized & Distributed This year, savvy CMOs will utilize digital platforms in new ways to make their brands an integral and integrated part of their customers’ everyday lives. Data: SODA Digital Outlook, 2010

43. Atomized & Distributed In the most radical future, content will come to consumers– rather than them chasing it – prepare to fragment your corporate website & let it distribute to the social web. Data: Forrester, The Future of the Social Web - April, 2009

44. Atomized & Distributed Whole Foods

45. Atomized & Distributed 68% of B2C companies in North America say they have acquired customers via Facebook. Data: Hubspot - February, 2010

46. Atomized & Distributed Pampers Pantene The Home Depot

47. Atomized & Distributed NBC Universal Barnes & Noble FCUK YouTique on YouTube

48. The Digital Looking Glass Digital collides with the physical to create a layered world © Copyright 2011 Resource Interactive Image: Robert.Montalvo

49. The Digital Looking Glass In December 2OO9, Google Goggles was launched, bringing image recognition-based searchto millions of Android mobile devices. Data: Google

50. The Digital Looking Glass http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu

51. The Digital Looking Glass Red Laser Google Goggles Allure The Weather Channel Whole Foods

52. The Digital Looking Glass F-18 Fighter Jet Monday Night Football

53. The Digital Looking Glass There were over 1 million mobile AR app downloads in 2OO9. That number is expected to rise to 4OO million by 2O14. Data: Juniper Research

54. The Digital Looking Glass Tissot Lego Samsung TobiFashionista

55. The Digital Looking Glass Tissot

56. 2O16: Smart phones are the primary enabler of consumer shopping engagements — Nielsen, June 2010 Tablet computers will out sell desktops in the US — Forrester, August 2010 Mobile payment transactions in the U.S. will reach $56.7B — MarketResearch.com, August 2010

57. Digital ≠ website

58. Digital enables an always on, O.P.E.N. brand CAMPAIGN CAMPAIGN CAMPAIGN CONTENT SYNDICATION BRAND WEB SITES OUTBOUND COMM SOCIAL MEDIA ONLINE ADVERTISING eRETAILERS SEARCH MOBILE GAMING CONTENT, CONVERSATION, COMMERCE

59. How O.P.E.N. is your brand? Do you make it easy to learn about and purchase your products? Do you personalize experiences? Do you compel people to spend time with your brands? Do you enable the fans to share ideas and influence your brand?

60. Thank you. Kelly Mooney kmooney@resource.com twitter: @pkmooney