The Open Imperative Dr. Nita Rollins Futurist RI:Lab Opening Your Brand to the iCitizenry Austin, Houston, Dallas/Fort Worth Interactive Marketing Associations

The Open

Imperative

NICHE CONSUMERISM Mashionality CARTOCRACY OPENNESS Data Visualization WE-COMMERCE ZEITGEISTING HAPPINOMICS Eco-Everything Geek Chic Questing Metaphoria Self-Casting Urban Nomadism Slowness

T S E E P The OPEN Macrotrend

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

WORLDVIEW OF AN OPEN BRAND Fosters Communities of Consumers Brand Stewardship Dialogue / Trilogue Engagement Pull Transparent Communications Co-created With Consumers

“… an aggregated commodity item with little individuality other than that expressed in the buy/not-buy decision.” THE CONSUMER THE iCITIZEN “ ...a self-directed, passionate and expressive individual who routinely creates and shares content, and influences friends and strangers online.” Source: Resource Interactive iCitizen Motivational Study, 2007 86% of U.S. population

NOTORIETY: Scrabulous creators NETWORK EFFECT: Added to over 840,000 Facebook pages Rajat & Jayant Agarwalla

NOTORIETY: Free designs for personal web profiles NETWORK EFFECT: More site traffic than the top three teen publications combined Ashley Qualls www.whateverlife.com

More than 25% of Google’s search results for the world’s 20 largest brands are consumer-generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceeds the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Internet shoppers read online product reviews. — JupiterResearch, August 2007 412.3 years = Time it would take to view all of the material on YouTube. — Digital Ethnography, Kansas State University March 17th 2008 85.9 million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. — Nielsen Online Stats, 2007 Over 1.7 million Twitter users in the U.S. — Twitdir, 2008

2002: MARKETING TO THE WEB-EMPOWERED CONSUMER RESEARCHING SHOPPING SELF-SERVICING BRAND CONSUMER COMMUNITY

2008: MARKETING WITH THE SOCIAL WEB-EMPOWERED CONSUMER CONSUMER COMMUNITY CREATING SHARING INFLUENCING SHARED PASSION BRAND CONSUMER COMMUNITY

AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY

A NEW CONSUMER JOURNEY

WHAT MOTIVATES THE ICITIZENS?

Competence Resource 2007 iCitizen Motivational Study Collectivism Connect and share with people who have similar interests 16% Change Improve companies or the experience of self and others 7% Celebrity Seek recognition and some degree of fame/fortune 3% Use digital tools for life management 74%

EVERYDAY ELITE STRENGTH OF CLOSE TIES Expert majority Friends and family Increase trial and conversation STRENGTH OF WEAK TIES Vital few Vast networks Build awareness and equity “ I CONNECT” Connect and share with people who have similar interests 16% “ I AM” Improve companies or the experience of self and others 7% “ I MATTER” Seek recognition and some degree of fame/fortune 3% “ I CAN” Use digital tools for life management 74%

STRENGTH OF CLOSE TIES

Expert majority

Friends and family

Increase trial and conversation

STRENGTH OF WEAK TIES

Vital few

Vast networks

Build awareness and equity

CONSUMPTION PRODUCTION

ANONYMITY NOTORIETY

ON-DEMAND Do you make it fast and easy to make buying decisions?

ON-DEMAND Efficiency Ease Control Findability Instantaneousness

ON-DEMAND Resource Interactive + , Envisioned Future Prototype, 2007

PERSONAL Do you listen to your icitizens and personalize their experience?

PERSONAL Acknowledgement Dialogue Customization Privilege Popularity

ENGAGING Do you compel icitizens to spend time with your brand?

ENGAGING Participation Belonging Immersion Entertainment Inspiration

ENGAGING

NETWORKED Do your icitizens collectively influence the future of your brand?

NETWORKED Self-expression Ego gratification Portability Community Change

NETWORKED

“ I CONNECT” Connect and share with people who have similar interests “ I MATTER” Seek recognition and some degree of fame/fortune “ I CAN” Use digital tools for life management AWARENESS OR TRIAL AWARENESS OR ACQUISITION CONVERSION OR SALES WHY MOTIVATIONS MATTER TO MARKETERS “ I AM” Improve companies or the experience of self and others RETENTION OR LOYALTY



SCOTTS MIRACLE-GRO REDESIGN Transforming the experience from product to consumer-centric



HOW OPEN IS YOUR BRAND? Do you compel icitizens to spend time with your brand? Do your icitizens collectively influence the future of your brand? Do you make it fast and easy to make purchase decisions? Do you listen to your icitizens and personalize their experience?

www.theopenbrand.com One Laptop Per Child Project

THANK YOU. More about The OPEN Brand : www.TheOpenBrand.com Visit our Blog: www.resource.com/wethink More company info: www.resource.com