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The Open BrandDigital Trends for 2011,[object Object],KELLY MOONEY,[object Object],CEO, RESOURCE INTERACTIVE,[object Object],AUTHOR, THE OPEN BRAND,[object Object],COPYRIGHT 2011 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.,[object Object]
The OPEN Brand: Digital Trends for 2011
The OPEN Brand: Digital Trends for 2011
The OPEN Brand: Digital Trends for 2011
What’s changing?,[object Object],1,[object Object],How we get information,[object Object],2,[object Object],How we engage with one another (and brands),[object Object],3,[object Object],How we make purchases,[object Object]
2OO8:,[object Object],130 million on Facebook,[object Object],—Inside Facebook, December 2008,[object Object],500,000 tweets per quarterwere posted at the end of 2007.,[object Object],—Twitdir,[object Object],Americans spent more than 4.5 hours per month on smartphones.—M:Metrics, May 2008,[object Object]
2O1O: ,[object Object],500+ million on Facebook. ,[object Object],—Facebook Pressroom, Feb 2011,[object Object],Twitter hits 50 million tweets a day.,[object Object],—Mashable, Feb 2011,[object Object],American spent 3 hours a day using mobile phones to access the internet, use social networks, and work on their finances.,[object Object],—Rudder Finn, Feb 2010 ,[object Object],4.5 million Foursquare users are “checking in” at locations around the world. ,[object Object],—Foursquare Blog, Nov 2010 ,[object Object]
ECOMMERCE WEB,[object Object],SOCIAL WEB,[object Object],(Re)Searching, Shopping, Self-servicing,[object Object],Creating, Sharing, Influencing,[object Object],Consumer behaviors are evolving…,[object Object]
The web  influences nearly  5O% of offline sales,[object Object],Offline Sales,[object Object], 50%,[object Object],TOTAL SALES (millions),[object Object],Total Online Impact,[object Object], 48%,[object Object], 47%,[object Object], 45%,[object Object], 42%,[object Object],Offline Sales Influenced by Online,[object Object],38%,[object Object],Online Sales,[object Object],2007,[object Object],2008,[object Object],2009,[object Object],2010,[object Object],2011,[object Object],2012,[object Object],Source: Jupiter/Forrester US Online Retail Forecast, 2007 - 2012,[object Object]
Traditional purchase journey,[object Object],TRADITIONAL BEHAVIORS ,[object Object],SIGN UP FOR LOYALTY CARD,[object Object],LOOK AT A CATALOG,[object Object],CONTACT CUSTOMER SERVICE,[object Object],SEE AN AD,[object Object],RECEIVE A MAILER,[object Object],CALL 1-800,[object Object],VISIT A STORE,[object Object],CONSULT SALES REP,[object Object],LINEAR •  PREDICTABLE •  BRAND-CONTROLLED,[object Object]
New purchase journey,[object Object],ECOMMERCE BEHAVIORS ,[object Object],SOCIAL WEB BEHAVIORS ,[object Object],PERUSE FAV BLOGGERS’ POSTS,[object Object],SIGN UP FOR LOYALTY CARD,[object Object],USE COMPARISON TOOLS,[object Object],LOOK AT A CATALOG,[object Object],CONTACT CUSTOMER SERVICE,[object Object],SEE AN AD,[object Object],RECEIVE A MAILER,[object Object],CALL 1-800,[object Object],VISIT A STORE,[object Object],CONSULT SALES REP,[object Object],CHECK CRAIGS- LIST FOR RESALE OPTIONS,[object Object],ASK QUESTION VIA LIVE CHAT,[object Object],SEARCH FOR A PRODUCT,[object Object],WATCH YOUTUBE VIDEO,[object Object],SIGN UP FOR EMAIL,[object Object],SHOP FROM FRIENDS’ LEMONADE STAND,[object Object],BROWSE WEB SITE,[object Object],POST REVIEW, UPLOAD PIC,[object Object],READ AND RATE REVIEW,[object Object],VISIT A STORE,[object Object],LINK FROM FRIEND’S FACEBOOK,[object Object],BROWSE TAG CLOUDS,[object Object],LINK FROM FRIEND’S FACEBOOK,[object Object],TRACK PURCHASE,[object Object],REVIEW FAQS,[object Object],CREATE TAGS,[object Object],NON-LINEAR •  MULTICHANNEL •  DIGITAL-FIRST,[object Object]
WORLDVIEW OF A CLOSED BRAND,[object Object],Targets Consumers,[object Object],Monologue,[object Object],Awareness,[object Object],Push,[object Object],Guarded Communications,[object Object],Created by Marketers,[object Object],Brand Management,[object Object]
WORLDVIEW OF A CLOSED BRAND,[object Object],WORLDVIEW OF AN OPEN BRAND,[object Object],Fosters Communities,[object Object],Targets Consumers,[object Object],Dialogue,[object Object],Monologue,[object Object],Awareness,[object Object],Engagement,[object Object],Pull,[object Object],Push,[object Object],Guarded Communications,[object Object],Transparent Communications,[object Object],Co-created with Consumers,[object Object],Created by Marketers,[object Object],Brand Management,[object Object],Brand Stewardship,[object Object]
Get O.P.E.N. ,[object Object], Engaging,[object Object], Personal,[object Object],NETWORKED,[object Object],ON-DEMAND,[object Object]
Get O.P.E.N. ,[object Object], Engaging,[object Object], Personal,[object Object],NETWORKED,[object Object],ON-DEMAND,[object Object],Participation,[object Object],Belonging,[object Object],Immersion,[object Object],Entertainment,[object Object],Inspiration,[object Object],Self-expression,[object Object],Ego gratification,[object Object],Portability,[object Object],Community,[object Object],Meaningful ,[object Object],Efficiency,[object Object],Ease,[object Object],Control,[object Object],Findability,[object Object],Instantaneousness,[object Object],Acknowledgement,[object Object],Dialog,[object Object],Customization,[object Object],Privilege,[object Object],Popularity,[object Object]
Get O.P.E.N. ,[object Object], Engaging,[object Object], Personal,[object Object],NETWORKED,[object Object],ON-DEMAND,[object Object],Conversion/Sales,[object Object], Awareness/Acquisition,[object Object], Awareness/Trial,[object Object], Retention/Loyalty,[object Object]
STARBUCKS,[object Object]
The OPEN Brand: Digital Trends for 2011
The OPEN Brand: Digital Trends for 2011
The OPEN Brand: Digital Trends for 2011
The OPEN Brand: Digital Trends for 2011
The OPEN Brand: Digital Trends for 2011
REAL-TIME WEB,[object Object],ECOMMERCE WEB,[object Object],SOCIAL WEB,[object Object],(Re)Searching, Shopping, Self-servicing,[object Object],Feeding, Discovering, Layering,[object Object],Creating, Sharing, Influencing,[object Object],Consumer behaviors are evolving…,[object Object]
New purchase journey,[object Object],ECOMMERCE BEHAVIORS ,[object Object],SOCIAL WEB BEHAVIORS ,[object Object],REAL-TIME WEB BEHAVIORS,[object Object],PERUSE FAV BLOGGERS’ POSTS,[object Object],GET UP TO THE MINUTE REVIEWS,[object Object],SIGN UP FOR LOYALTY CARD,[object Object],USE COMPARISON TOOLS,[object Object],LOOK AT A CATALOG,[object Object],CONTACT CUSTOMER SERVICE,[object Object],SEE AN AD,[object Object],RECEIVE A MAILER,[object Object],CALL 1-800,[object Object],VISIT A STORE,[object Object],CONSULT SALES REP,[object Object],CHECK CRAIGS- LIST FOR RESALE OPTIONS,[object Object],INVITE FRIENDS TO CO-SHOP NOW,[object Object],FOLLOW A PRODUCT,[object Object],ASK QUESTION VIA LIVE CHAT,[object Object],SEARCH FOR A PRODUCT,[object Object],WATCH YOUTUBE VIDEO,[object Object],SAY THANKS WITH TWIT PAY GIFT,[object Object],SIGN UP FOR EMAIL,[object Object],“LIKE” A PRODUCT FOR LATER OR FEEDBACK,[object Object],SHOP FROM FRIENDS’ LEMONADE STAND,[object Object],FOLLOW THE BRAND ON TWITTER,[object Object],BROWSE WEB SITE,[object Object],RESPOND TO CAN’T RESIST TWITTER AD,[object Object],SEARCH NETWORK FOR BEST REVIEWS,[object Object],BUY VIA MOBILE OR FACEBOOK,[object Object],POST REVIEW, UPLOAD PIC,[object Object],DISCOVER WHAT PEOPLE ARE BUYING NOW,[object Object],READ AND RATE REVIEW,[object Object],VISIT A STORE,[object Object],GET GEO-TARGTED OFFER ON PHONE,[object Object],LINK FROM FRIEND’S FACEBOOK,[object Object],BROWSE TAG CLOUDS,[object Object],REPLENISH VIA PHONE,[object Object],LINK FROM FRIEND’S FACEBOOK,[object Object],TRACK PURCHASE,[object Object],REVIEW FAQS,[object Object],STREAM PURCHASE EXPERIENCE,[object Object],ASK FRIENDS FOR INSTANT FEEDBACK,[object Object],CREATE TAGS,[object Object],SNAP QR CODE FOR MORE INFO,[object Object],NON-LINEAR •  MULTICHANNEL •  DIGITAL-FIRST,[object Object]
Digital Trends,[object Object],IMPACTING O.P.E.N. EXPERIENCES ,[object Object],A SELECTION FOR EO,[object Object],O2/24/2O11,[object Object],© Copyright 2011 Resource Interactive,[object Object]
2011 Digital Trends,[object Object],1. Mobile: The New PC,[object Object],2. It’s Better with Friends,[object Object],3. Atomized & Distributed,[object Object],4. The Digital Looking Glass,[object Object],5. Funny Money,[object Object],6. Location Matters,[object Object],7. Life is a Game,[object Object],8. The Internet of Things,[object Object],© Copyright 2011 Resource Interactive,[object Object]
Mobile: ,[object Object],The New PC,[object Object],The digital centerpiece ,[object Object],of your customers’ lives,[object Object],© Copyright 2011 Resource Interactive,[object Object],Image: Robert Scoble,[object Object]
Mobile: The New PC,[object Object],By 2O13, mobile phones will overtake PCsas the most common Web access device worldwide.,[object Object],Data: Gartner 2O1O,[object Object]
Mobile: The New PC,[object Object],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).,[object Object],Data: MobileCrunch - October, 2010 | MobClix | Apple - November, 2010,[object Object]
Mobile: The New PC,[object Object],eBay Windows Mobile 7,[object Object],Target iPhone App,[object Object],Sephora iPhone App,[object Object],Whole Foods Recipes for iPhone,[object Object],Amazon Android App,[object Object]
Mobile: The New PC,[object Object],Sherwin-Williams ColorSnap™ ,[object Object],iPhone App,[object Object],Sherwin-Williams ColorSnap™ ,[object Object],BlackBerry App,[object Object]
Mobile: The New PC,[object Object],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.,[object Object],Data: NYT - October, 2010 | Apple - November, 2010 | CNBC - May 3rd, 2010,[object Object]
Mobile: The New PC,[object Object],Gap,[object Object],Wired Magazine,[object Object],Toys ‘R Us,[object Object]
Mobile: The New PC,[object Object],HP Slate,[object Object],PlayBook,[object Object],Dell Streak,[object Object],Samsung Galaxy Tab,[object Object],Cisco Cius,[object Object],© Copyright 2010 Resource Interactive,[object Object]
It’s Better with Friends,[object Object],The new, socially powered web,[object Object],© Copyright 2010 Resource Interactive,[object Object],Image: tribehut,[object Object]
It’s Better with Friends,[object Object],We expect in the first 24 hours,[object Object],alone we’re going to serve 1 billion               ,[object Object],  buttonson the web.”,[object Object],Mark Zuckerberg, Facebook Founder – April 22, 2O1O,[object Object],“,[object Object]
It’s Better with Friends,[object Object],Almost 65 millionFacebook users,[object Object],things daily.,[object Object],Data: All Facebook, July, 2010,[object Object]
It’s Better with Friends,[object Object],More than two million websiteshave integrated with Facebook, including over 8O of comScore’s U.S. Top 1OO websites,[object Object],Data: Mashable - May, 2010,[object Object]
It’s Better with Friends,[object Object],http://www.youtube.com/watch?v=Ed5vJeaEuzA,[object Object]
It’s Better with Friends,[object Object],Levi’s Friends Store,[object Object],Victoria’s Secret PINK,[object Object],Pandora,[object Object],Your Amazon Facebook Page,[object Object]
Atomized & Distributed,[object Object],The fragmenting of content & commerce,[object Object],© Copyright 2011 Resource Interactive,[object Object]
Atomized & Distributed,[object Object],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.,[object Object],Data: SODA Digital Outlook, 2010,[object Object]
Atomized & Distributed,[object Object],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.,[object Object],Data: Forrester, The Future of the Social Web - April, 2009,[object Object]
Atomized & Distributed,[object Object],Whole Foods,[object Object]
Atomized & Distributed,[object Object],68% of B2C companies in North America say they have acquired customers      via Facebook.,[object Object],Data: Hubspot - February, 2010,[object Object]
Atomized & Distributed,[object Object],Pampers,[object Object],Pantene,[object Object],The Home Depot,[object Object]
Atomized & Distributed,[object Object],NBC Universal,[object Object],Barnes & Noble,[object Object],FCUK YouTique on YouTube,[object Object]
The Digital Looking Glass,[object Object],Digital collides with the physical to create a layered world,[object Object],© Copyright 2011 Resource Interactive,[object Object],Image: Robert.Montalvo,[object Object]
The Digital Looking Glass,[object Object],In December 2OO9, Google Goggles was launched, bringing image recognition-based searchto millions of Android mobile devices.,[object Object],Data: Google,[object Object]
The Digital Looking Glass,[object Object],http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu,[object Object]
The Digital Looking Glass,[object Object],Red Laser,[object Object],Google Goggles,[object Object],Allure,[object Object],The Weather Channel,[object Object],Whole Foods,[object Object]
The Digital Looking Glass,[object Object],F-18 Fighter Jet,[object Object],Monday Night Football,[object Object]
The Digital Looking Glass,[object Object],There were over 1 million mobile AR app downloads in 2OO9. ,[object Object],That number is expected to rise to 4OO million by 2O14.,[object Object],Data: Juniper Research,[object Object]
The Digital Looking Glass,[object Object],Tissot,[object Object],Lego,[object Object],Samsung,[object Object],TobiFashionista,[object Object]
The Digital Looking Glass,[object Object],Tissot,[object Object]
2O16:,[object Object],Smart phones are the primary enabler of consumer shopping engagements,[object Object],— Nielsen, June 2010,[object Object],Tablet computers will out sell desktops in the US,[object Object],— Forrester, August 2010,[object Object],Mobile payment transactions in the U.S. will reach $56.7B,[object Object],— MarketResearch.com, August 2010,[object Object]
Digital ≠ website,[object Object]
Digital enables an always on, O.P.E.N. brand,[object Object],CAMPAIGN,[object Object],CAMPAIGN,[object Object],CAMPAIGN,[object Object],CONTENT SYNDICATION,[object Object],BRAND WEB SITES,[object Object],OUTBOUND COMM,[object Object],SOCIAL MEDIA,[object Object],ONLINE ADVERTISING,[object Object],eRETAILERS,[object Object],SEARCH,[object Object],MOBILE,[object Object],GAMING,[object Object],CONTENT, CONVERSATION, COMMERCE,[object Object]
How O.P.E.N. is your brand?,[object Object],Do you make it easy to learn about and purchase your products?,[object Object],Do you personalize experiences?,[object Object],Do you compel people to spend time with your brands?,[object Object],Do you enable the fans to share ideas and influence your brand?,[object Object]
Thank you.,[object Object],Kelly Mooney,[object Object],kmooney@resource.com,[object Object],twitter: @pkmooney,[object Object]

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