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

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

PREFERRINGANONYMITY
SEEKING NOTORIETY

OPEN
BRAND
PREFERRINGANONYMITY
SEEKING NOTORIETY

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.