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The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
 

The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference

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Kelly Mooney presents at ExactTarget's Connections User Conference ...

Kelly Mooney presents at ExactTarget's Connections User Conference

New behaviors - creating, sharing, influencing - forever blur the roles of producer and consumer, celebrity and average citizen, authority figure and long tail tastemaker. The magnitude of change is significant and a radical imperative emerges: open up or risk losing relevance with your customers. In this session, Kelly will discuss the strategic framework from her book, The Open Brand, through illustrations on how to embrace these changes and amplify the power of the digital channel through On-demand, Personal, Engaging, and Networked experiences. Are you O.P.E.N. to the possibilities?

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    The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference Presentation Transcript

    • KELLY MOONEY
      President & Chief Experience Officer
    • LAUREN LUKE
      NOTORIETY:Beauty evangelist
      NETWORK EFFECT:56 Million views, average woman disrupting the beauty industry as the new expert
    • jkrums
      NOTORIETY:The Miracle on the Hudson Guy
      NETWORK EFFECT:107,000 views on twitpic & millions watching the breaking news story
    • LANCE ARMSTRONG
      NOTORIETY:Live Strong
      NETWORK EFFECT:1.2 millions registered users and 4.2 million unique monthly visitors on livestrong.com
    • One.
      Power of
      Gazillion.
    • Over 3.5 billion minutes are spent on Facebook each day worldwide.
      —Facebook, 2009
      By 2020, more content will be consumed by mobile devices than all other devices.
      —m-metrics, 2009
      Over 18 millionTwitter users in the U.S.
      —Twitdir, 2009
      25% of Americans watched a short video on their phone in the last month.
      —Solutions Research Group, 2009
      There are some 200,000,000 blogs
      —Technorati, 2009
      Hulu streams grew 6x to 373 million YOY, April 2009.
      —Nielsen, 2009
      77%of Internet shoppersread online productreviews.
      —JupiterResearch, 2008
    • AWARENESS
      CONSIDERATION
      SELECTION
      LOYALTY
      PURCHASE
      Friends & Neighbors
      Mass Media message
      In-store staff
      At shelf / package messaging
    • LISTEN & LEARN
      SUPPORT PURCHASE
      RE-ENGAGE & EMPOWER
      CREATE CONNECTIONS
      FACILITATE PARTICIPATION
      View trends or fashion video
      Visit a Store
      Send phone pix from store
      Social bookmark products or content
      Upload pics to Facebook
      Poll friends on Facebook
      wall
      Talk on live chat
      Register account
      Check Mobile
      SMS
      Read review
      Build wish list
      Downloadfilm trailer to iPhone
      Use visualization tool
      Click through email
      Shop via mcommerce
      ICITIZENRY ACTIVITIES
      Sign up for sweeps
      Pass along email
      Fill out survey
      Post Q. on favorite blog
      Use express checkout
      Earmark magazine ad
      Visit the web site
      Click to call
      Ratings& reviews
      View how-to video
      Check out comparison shopping sites
      Google item
      Join a brand fan site
      NON-LINEAR > MULTICHANNEL> DIGITAL-FIRST
    • the web is projected to influence 50% of offline sales by 2012
      Offline Sales
      TOTAL SALES (millions)
      Total Online Impact
      50%
      48%
      47%
      45%
      42%
      38%
      Offline Sales Influenced by Online
      Jupiter: US Online Retail Forecast, 2007 - 2012
      Online Sales
      2007
      2008
      2009
      2010
      2011
      2012
    • 2012: web significant growth contributor
      7%
      ONLINE
      43%
      ONLINE
      93%
      OFFLINE
      57%
      OFFLINE
      Web as a % of total
      SALES
      Web as a % of total
      SALES GROWTH
      * These %s are deflated by large categories with extremely low online penetration—such as autos and food
      Source: Forrester US eCommerce Forecast: 2008-2012
    • disparity between time spent online and internet ad spending
      *Note: consumer media time does not include time spent using a cell phone, watching DVDs or playing video games.
      Source: Forrester Research, January 4, 2008
    • 2002: Understanding The Web-empowered Consumer
      BRAND
      CONSUMER
      COMMUNITY
      RESEARCHING SHOPPING SELF-SERVICING
    • 2007: UNDERSTANDING THE SOCIAL WEB-EMPOWERED CONSUMER
      BRAND
      CONSUMER
      COMMUNITY
      SHARED PASSION
      CONSUMER
      COMMUNITY
      86%OF THE ONLINE POPULATION
      CREATING SHARING INFLUENCING
      BRAND
      Resource Interactive iCitizen Motivational Study, 2008
    • WORLDVIEW OF ACLOSEDBRAND
      WORLDVIEW OF ANOPENBRAND
      Fosters Communities
      of Consumers
      Targets Consumers
      Monologue
      Dialogue / Trilogue
      Awareness
      Engagement
      Push
      Pull
      Guarded Communications
      Transparent Communications
      Created by Marketers
      Co-created With Consumers
      Brand Management
      Brand Stewardship
    • Five Reasons to Open Your Brand
      REVENUE
      ROI
      R&D
      RELEVANCE
      RELATIONSHIPS
    • NOTORIETY
      ANONYMITY
    • PRODUCTION
      CONSUMPTION
    • PRODUCING CONTENT AND PRODUCTS
      PREFERRINGANONYMITY
      SEEKING NOTORIETY
      CONSUMING PRODUCTS AND CONTENT
    • ON DEMAND
      Ease
      Control
      Efficiency
      Findability
      Instantaneousness
    • PERSONAL
      Dialog
      Privilege
      Popularity
      Customization
      Acknowledgement
    • Immersion
      Belonging
      Inspiration
      Participation
      Entertainment
      ENGAGING
    • Goodwill
      Portability
      Visible change
      Self-expression
      Ego gratification
      NETWORKED
    • PRESIDENT BARACK
      OBAMA
    • “President Obama is committed to creating the most open and accessible administration in American history.”
      —www.whitehouse.gov, January 20, 2009
    • Five years after a near-death experience, Lego has emerged as an unlikely winner in an industry threatened by iPods, the Internet and other digital diversions.
      —NYTimes, Sept 2009
      LEGO
    • RALPH LAUREN
      “We want to be exploring [technology] right now, so that our learning puts us ahead of the curve…Each learning is a brick in the wall, and we want to be at the top of the wall when the floods come.”
      —David Lauren, 9/29/2009 Advertising Age
    • SCOTTS
      “Each brand had its own Web site and there was no connective tissue between them. The sites were organized around the way the company operated rather than around the way consumers thought about gardening.”
      —Jan Valentic, Scotts SVP, OMMA, May 2009
    • “What’s Victoria’s Secret doing right? Talking to customers often in ways that bring value to them and that draw them into conversation.”—Inside Facebook, March 2009
      VS PINK
    • PRODUCING CONTENT AND PRODUCTS
      PREFERRINGANONYMITY
      SEEKING NOTORIETY
      CONSUMING PRODUCTS AND CONTENT
    • PRODUCING CONTENT AND PRODUCTS
      OPEN
      BRAND
      PREFERRINGANONYMITY
      SEEKING NOTORIETY
      CONSUMING PRODUCTS AND CONTENT
    • How OPEN Is Your Brand?
      Do you make it easy to learn about and purchase your products?
      Do you personalize customers’ experiences?
      Do you compel consumers to spend time with your brands?
      Do you enable the community to share ideas and influence your brand?
    • thank you
      MORE INFO:
      theopenbrand@resource.com
      www.resource.com
      BOOK SIGNING:
      Barnes & Noble at 5:15 P.M.
      COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.