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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
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
The Open Imperative: Kelly Mooney's presentation at ExactTarget Connections User Conference
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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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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  • 1. KELLY MOONEY<br />President &amp; Chief Experience Officer<br />
  • 2. LAUREN LUKE<br />NOTORIETY:Beauty evangelist<br />NETWORK EFFECT:56 Million views, average woman disrupting the beauty industry as the new expert<br />
  • 3. jkrums<br />NOTORIETY:The Miracle on the Hudson Guy<br />NETWORK EFFECT:107,000 views on twitpic &amp; millions watching the breaking news story <br />
  • 4. LANCE ARMSTRONG<br />NOTORIETY:Live Strong<br />NETWORK EFFECT:1.2 millions registered users and 4.2 million unique monthly visitors on livestrong.com <br />
  • 5. One.<br />Power of<br />Gazillion.<br />
  • 6. Over 3.5 billion minutes are spent on Facebook each day worldwide.<br />—Facebook, 2009<br />By 2020, more content will be consumed by mobile devices than all other devices.<br />—m-metrics, 2009<br />Over 18 millionTwitter users in the U.S.<br />—Twitdir, 2009<br />25% of Americans watched a short video on their phone in the last month.<br />—Solutions Research Group, 2009<br />There are some 200,000,000 blogs<br />—Technorati, 2009<br />Hulu streams grew 6x to 373 million YOY, April 2009.<br />—Nielsen, 2009<br />77%of Internet shoppersread online productreviews.<br />—JupiterResearch, 2008<br />
  • 7. AWARENESS<br />CONSIDERATION<br />SELECTION<br />LOYALTY<br />PURCHASE<br />Friends &amp; Neighbors<br />Mass Media message<br />In-store staff<br />At shelf / package messaging<br />
  • 8. LISTEN &amp; LEARN<br />SUPPORT PURCHASE<br />RE-ENGAGE &amp; EMPOWER<br />CREATE CONNECTIONS<br />FACILITATE PARTICIPATION<br />View trends or fashion video<br />Visit a Store<br />Send phone pix from store<br />Social bookmark products or content<br />Upload pics to Facebook<br />Poll friends on Facebook<br />wall<br />Talk on live chat<br />Register account<br />Check Mobile<br />SMS<br />Read review<br />Build wish list <br />Downloadfilm trailer to iPhone<br />Use visualization tool<br />Click through email<br />Shop via mcommerce<br />ICITIZENRY ACTIVITIES<br />Sign up for sweeps<br />Pass along email<br />Fill out survey<br />Post Q. on favorite blog<br />Use express checkout<br />Earmark magazine ad<br />Visit the web site<br />Click to call<br />Ratings&amp; reviews<br />View how-to video<br />Check out comparison shopping sites<br />Google item<br />Join a brand fan site<br />NON-LINEAR &amp;gt; MULTICHANNEL&amp;gt; DIGITAL-FIRST<br />
  • 9. the web is projected to influence 50% of offline sales by 2012<br />Offline Sales<br />TOTAL SALES (millions)<br />Total Online Impact<br /> 50%<br /> 48%<br /> 47%<br /> 45%<br /> 42%<br /> 38%<br />Offline Sales Influenced by Online<br />Jupiter: US Online Retail Forecast, 2007 - 2012<br />Online Sales<br />2007<br />2008<br />2009<br />2010<br />2011<br />2012<br />
  • 10. 2012: web significant growth contributor<br />7%<br />ONLINE<br />43%<br />ONLINE<br />93%<br />OFFLINE<br />57%<br />OFFLINE<br />Web as a % of total<br />SALES<br />Web as a % of total<br />SALES GROWTH<br />* These %s are deflated by large categories with extremely low online penetration—such as autos and food<br />Source: Forrester US eCommerce Forecast: 2008-2012<br />
  • 11. disparity between time spent online and internet ad spending<br />*Note: consumer media time does not include time spent using a cell phone, watching DVDs or playing video games.<br />Source: Forrester Research, January 4, 2008<br />
  • 12. 2002: Understanding The Web-empowered Consumer<br />BRAND<br />CONSUMER<br />COMMUNITY<br />RESEARCHING SHOPPING SELF-SERVICING<br />
  • 13. 2007: UNDERSTANDING THE SOCIAL WEB-EMPOWERED CONSUMER<br />BRAND<br />CONSUMER<br />COMMUNITY<br />SHARED PASSION<br />CONSUMER<br />COMMUNITY<br />86%OF THE ONLINE POPULATION<br />CREATING SHARING INFLUENCING<br />BRAND<br />Resource Interactive iCitizen Motivational Study, 2008<br />
  • 14. WORLDVIEW OF ACLOSEDBRAND<br />WORLDVIEW OF ANOPENBRAND<br />Fosters Communities <br />of Consumers<br />Targets Consumers<br />Monologue<br />Dialogue / Trilogue<br />Awareness<br />Engagement<br />Push<br />Pull<br />Guarded Communications<br />Transparent Communications<br />Created by Marketers<br />Co-created With Consumers<br />Brand Management<br />Brand Stewardship<br />
  • 15. Five Reasons to Open Your Brand<br />REVENUE<br />ROI<br />R&amp;D<br />RELEVANCE<br />RELATIONSHIPS<br />
  • 16. NOTORIETY<br />ANONYMITY<br />
  • 17. PRODUCTION<br />CONSUMPTION<br />
  • 18. PRODUCING CONTENT AND PRODUCTS<br />PREFERRINGANONYMITY<br />SEEKING NOTORIETY<br />CONSUMING PRODUCTS AND CONTENT<br />
  • 19. ON DEMAND<br />Ease<br />Control<br />Efficiency<br />Findability<br />Instantaneousness<br />
  • 20. PERSONAL<br />Dialog<br />Privilege<br />Popularity<br />Customization<br />Acknowledgement<br />
  • 21. Immersion<br />Belonging<br />Inspiration<br />Participation<br />Entertainment<br />ENGAGING<br />
  • 22. Goodwill<br />Portability<br />Visible change <br />Self-expression<br />Ego gratification<br />NETWORKED<br />
  • 23. PRESIDENT BARACK<br />OBAMA<br />
  • 24. “President Obama is committed to creating the most open and accessible administration in American history.”<br />—www.whitehouse.gov, January 20, 2009<br />
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. 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. <br />—NYTimes, Sept 2009<br />LEGO<br />
  • 30.
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  • 33.
  • 34. RALPH LAUREN<br />“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.” <br /> —David Lauren, 9/29/2009 Advertising Age<br />
  • 35.
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  • 38.
  • 39. SCOTTS<br />“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.” <br /> —Jan Valentic, Scotts SVP, OMMA, May 2009<br />
  • 40.
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  • 44.
  • 45. “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<br />VS PINK<br />
  • 46.
  • 47.
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  • 49.
  • 50. PRODUCING CONTENT AND PRODUCTS<br />PREFERRINGANONYMITY<br />SEEKING NOTORIETY<br />CONSUMING PRODUCTS AND CONTENT<br />
  • 51. PRODUCING CONTENT AND PRODUCTS<br />OPEN<br />BRAND<br />PREFERRINGANONYMITY<br />SEEKING NOTORIETY<br />CONSUMING PRODUCTS AND CONTENT<br />
  • 52. How OPEN Is Your Brand?<br />Do you make it easy to learn about and purchase your products?<br />Do you personalize customers’ experiences?<br />Do you compel consumers to spend time with your brands?<br />Do you enable the community to share ideas and influence your brand?<br />
  • 53. thank you<br />MORE INFO:<br />theopenbrand@resource.com<br />www.resource.com<br />BOOK SIGNING:<br />Barnes &amp; Noble at 5:15 P.M.<br />COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.<br />

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