Mooney eo-0201-finalslideshare-110224155751-phpapp01

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COPYRIGHT 2011 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.KELLY MOONEYCEO, RESOURCE INTERACTIVEAUTHOR, THE OPEN BRANDThe Open BrandDigital Trends for 2011

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4How we make purchasesHow we get informationHow we engage with one another (and brands)123Whats changing?

2OO8:130 million on FacebookInside Facebook, December 2008500,000 tweets per quarter were posted at the end of 2007.TwitdirAmericans spent more than 4.5 hours per month on smartphones. M:Metrics, May 2008

2O1O: 500+ million on Facebook. Facebook Pressroom, Feb 2011Twitter hits 50 million tweets a day.Mashable, Feb 2011American 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

ECOMMERCE WEB(Re)Searching, Shopping, Self-servicing

Consumer behaviors are evolvingSOCIAL WEBCreating, Sharing, Influencing

TOTAL SALES (millions)200720082009201020112012 50% 48% 47% 45% 42%38%Source: Jupiter/Forrester US Online Retail Forecast, 2007 - 2012The web influences nearly 5O% of offline salesOffline SalesOffline Sales Influenced by OnlineOnline SalesTotal Online Impact99TRADITIONAL BEHAVIORS LINEAR PREDICTABLE BRAND-CONTROLLED

SEE AN ADRECEIVE A MAILERLOOK AT A CATALOGCALL 1-800VISIT A STORESIGN UP FOR LOYALTY CARDCONTACT CUSTOMER SERVICECONSULT SALES REPTraditional purchase journeyNON-LINEAR MULTICHANNEL DIGITAL-FIRSTNew purchase journey

ECOMMERCE BEHAVIORS SOCIAL WEB BEHAVIORS SEARCH FOR A PRODUCTUSE COMPARISON TOOLSTRACK PURCHASEBROWSE WEB SITEREVIEW FAQSASK QUESTION VIA LIVE CHATVISIT A STORESIGN UP FOR EMAILSEE AN ADRECEIVE A MAILERLOOK AT A CATALOGCALL 1-800VISIT A STORESIGN UP FOR LOYALTY CARDCONTACT CUSTOMER SERVICECONSULT SALES REPPERUSE FAV BLOGGERS POSTSSHOP FROM FRIENDS LEMONADE STANDREAD AND RATE REVIEWCHECK CRAIGS- LIST FOR RESALE OPTIONSCREATE TAGSWATCH YOUTUBE VIDEOPOST REVIEW, UPLOAD PICLINK FROM FRIENDS FACEBOOKLINK FROM FRIENDS FACEBOOKBROWSE TAG CLOUDSWORLDVIEW OF A CLOSED BRANDTargets ConsumersMonologueBrand ManagementAwarenessPushGuarded CommunicationsCreated by Marketers12WORLDVIEW OF A CLOSED BRANDWORLDVIEW OF AN OPEN BRANDTargets ConsumersFosters CommunitiesMonologueBrand ManagementAwarenessPushGuarded CommunicationsCreated by MarketersBrand StewardshipDialogueEngagementPullTransparent CommunicationsCo-created with Consumers13 Get O.P.E.N.

NETWORKED

ON-DEMAND

Personal

Engaging

14 Get O.P.E.N.

NETWORKED

ON-DEMAND

Personal

Engaging

EfficiencyEaseControlFindabilityInstantaneousnessAcknowledgementDialogCustomizationPrivilegePopularityParticipationBelongingImmersionEntertainmentInspirationSelf-expressionEgo gratificationPortabilityCommunityMeaningful 15 Get O.P.E.N.

NETWORKED

Awareness/AcquisitionON-DEMAND

Conversion/Sales Personal

Retention/Loyalty Engaging

Awareness/Trial16

STARBUCKS

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ECOMMERCE WEB(Re)Searching, Shopping, Self-servicing

Consumer behaviors are evolvingSOCIAL WEBCreating, Sharing, Influencing

REAL-TIME WEBFeeding, Discovering, Layering

NON-LINEAR MULTICHANNEL DIGITAL-FIRSTNew purchase journey

ECOMMERCE BEHAVIORS SOCIAL WEB BEHAVIORS REAL-TIME WEB BEHAVIORSSEARCH FOR A PRODUCTUSE COMPARISON TOOLSTRACK PURCHASEBROWSE WEB SITEREVIEW FAQSASK QUESTION VIA LIVE CHATVISIT A STORESIGN UP FOR EMAILSEE AN ADRECEIVE A MAILERLOOK AT A CATALOGCALL 1-800VISIT A STORESIGN UP FOR LOYALTY CARDCONTACT CUSTOMER SERVICECONSULT SALES REPPERUSE FAV BLOGGERS POSTSSHOP FROM FRIENDS LEMONADE STANDREAD AND RATE REVIEWCHECK CRAIGS- LIST FOR RESALE OPTIONSCREATE TAGSWATCH YOUTUBE VIDEOPOST REVIEW, UPLOAD PICLINK FROM FRIENDS FACEBOOKLINK FROM FRIENDS FACEBOOKBROWSE TAG CLOUDSSEARCH NETWORK FOR BEST REVIEWSGET UP TO THE MINUTE REVIEWSLIKE A PRODUCT FOR LATER OR FEEDBACKRESPOND TO CANT RESIST TWITTER ADGET GEO-TARGTED OFFER ON PHONEREPLENISH VIA PHONESTREAM PURCHASE EXPERIENCEBUY VIA MOBILE OR FACEBOOKFOLLOW A PRODUCTASK FRIENDS FOR INSTANT FEEDBACKINVITE FRIENDS TO CO-SHOP NOWSAY THANKS WITH TWIT PAY GIFTSNAP QR CODE FOR MORE INFODISCOVER WHAT PEOPLE ARE BUYING NOW

FOLLOW THE BRAND ON TWITTER

IMPACTING O.P.E.N. EXPERIENCES A SELECTION FOR EOO2/24/2O11Digital Trends Copyright 2011 Resource Interactive

2011 Digital Trends1. Mobile: The New PC2. Its Better with Friends3. Atomized & Distributed4. The Digital Looking Glass5. Funny Money6. Location Matters7. Life is a Game8. The Internet of Things

Copyright 2011 Resource Interactive


Image: Robert ScobleMobile: The New PCThe digital centerpiece of your customers lives Copyright 2010 Resource InteractiveMobile: The New PC

By 2O13, mobile phones will overtake PCs as the most common Web access device worldwide.Data: Gartner 2O1O Copyright 2011 Resource InteractiveThere have been 73.5 million iPhones sold and there are over 317,OOO apps in the App Store with over 7 billion apps sold (2OO per second).Data: MobileCrunch - October, 2010 | MobClix | Apple - November, 2010Mobile: The New PC Copyright 2011 Resource Interactive

Mobile: The New PCeBay Windows Mobile 7Target iPhone App

Whole Foods Recipes for iPhone

Amazon Android AppSephora iPhone App Copyright 2010 Resource InteractiveMobile: The New PCSherwin-Williams ColorSnap iPhone App

Sherwin-Williams ColorSnap BlackBerry App Copyright 2010 Resource InteractiveApple 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, 2010Mobile: The New PC Copyright 2011 Resource Interactive

Mobile: The New PC

Toys R UsGapWired Magazine Copyright 2010 Resource Interactive


Mobile: The New PCPlayBookHP SlateDell StreakCisco CiusSamsung Galaxy Tab Copyright 2010 Resource Interactive


Image: tribehutIts Better with FriendsThe new, socially powered web Copyright 2010 Resource InteractiveIts Better with Friends

We expect in the first 24 hours alone were going to serve 1 billion buttons on the web. Mark Zuckerberg, Facebook Founder April 22, 2O1O

Copyright 2010 Resource InteractiveIts Better with FriendsAlmost 65 million Facebook users things daily. Data: All Facebook, July, 2010

Copyright 2010 Resource InteractiveIts Better with FriendsMore than two million websites have integrated with Facebook, including over 8O of comScores U.S. Top 1OO websitesData: Mashable - May, 2010 Copyright 2010 Resource InteractiveIts Better with Friends

http://www.youtube.com/watch?v=Ed5vJeaEuzA Copyright 2011 Resource InteractiveIts Better with FriendsLevis Friends Store

Victorias Secret PINK

Your Amazon Facebook Page

Pandora



Atomized & DistributedThe fragmenting of content & commerceAtomized & DistributedThis 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 Copyright 2010 Resource InteractiveAtomized & DistributedIn 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 Copyright 2010 Resource InteractiveAtomized & DistributedWhole Foods

Copyright 2011 Resource InteractiveAtomized & Distributed68% of B2C companies in North America say they have acquired customers via Facebook.Data: Hubspot - February, 2010 Copyright 2010 Resource Interactive

Atomized & DistributedThe Home DepotPantene

Pampers

Copyright 2011 Resource InteractiveAtomized & Distributed

Barnes & Noble

NBC UniversalFCUK YouTique on YouTube Copyright 2011 Resource Interactive


The Digital Looking GlassDigital collides with the physical to create a layered worldImage: Robert.MontalvoThe Digital Looking GlassIn December 2OO9, Google Goggles was launched, bringing image recognition-based search to millions of Android mobile devices.Data: Google Copyright 2010 Resource InteractiveThe Digital Looking Glass

http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu Copyright 2011 Resource Interactive50The Digital Looking Glass

Red LaserWhole Foods

The Weather Channel

Google GogglesAllure

Copyright 2011 Resource InteractiveThe Digital Looking GlassF-18 Fighter JetMonday Night Football

Copyright 2011 Resource InteractiveThe 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 Copyright 2010 Resource InteractiveThe Digital Looking Glass

Lego

TissotTobi FashionistaSamsung Copyright 2011 Resource InteractiveThe Digital Looking GlassTissot

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2O16:Smart phones are the primary enabler of consumer shopping engagements Nielsen, June 2010Tablet 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 Copyright 2011 Resource InteractiveDigital website57Digital enables an always on, O.P.E.N. brandCAMPAIGN

CAMPAIGN

CAMPAIGN

GAMING

eRETAILERS

SOCIAL MEDIA

SEARCH

OUTBOUND COMM

MOBILE

BRAND WEB SITES

ONLINE ADVERTISINGCONTENT SYNDICATION

CONTENT, CONVERSATION, COMMERCE58How O.P.E.N. is your brand?Do you compel people to spend time with your brands?Do you enable the fans to share ideas and influence your brand?Do you make it easy to learn about and purchase your products?Do you personalize experiences?

59Thank you.

Kelly [email protected]: @pkmooney60

Mooney eo-0201-finalslideshare-110224155751-phpapp01

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