The OPEN Brand: Digital Trends for 2011

The Open BrandDigital Trends for 2011
KELLY MOONEY
CEO, RESOURCE INTERACTIVE
AUTHOR, THE OPEN BRAND
COPYRIGHT 2011 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

What’s changing?
1
How we get information
2
How we engage with one another (and brands)
3
How we make purchases

2OO8:
130 million on Facebook
—Inside Facebook, December 2008
500,000 tweets per quarterwere posted at the end of 2007.
—Twitdir
Americans spent more than 4.5 hours per month on smartphones.—M:Metrics, May 2008

2O1O:
500+ million on Facebook.
—Facebook Pressroom, Feb 2011
Twitter hits 50 million tweets a day.
—Mashable, Feb 2011
American 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
SOCIAL WEB
(Re)Searching, Shopping, Self-servicing
Creating, Sharing, Influencing
Consumer behaviors are evolving…

The web influences nearly 5O% of offline sales
Offline Sales
50%
TOTAL SALES (millions)
Total Online Impact
48%
47%
45%
42%
Offline Sales Influenced by Online
38%
Online Sales
2007
2008
2009
2010
2011
2012
Source: Jupiter/Forrester US Online Retail Forecast, 2007 - 2012

Traditional purchase journey
TRADITIONAL BEHAVIORS
SIGN UP FOR LOYALTY CARD
LOOK AT A CATALOG
CONTACT CUSTOMER SERVICE
SEE AN AD
RECEIVE A MAILER
CALL 1-800
VISIT A STORE
CONSULT SALES REP
LINEAR • PREDICTABLE • BRAND-CONTROLLED

New purchase journey
ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
PERUSE FAV BLOGGERS’ POSTS
USE COMPARISON TOOLS
LOOK AT A CATALOG
SEE AN AD
RECEIVE A MAILER
CALL 1-800
VISIT A STORE
CONSULT SALES REP
CHECK CRAIGS- LIST FOR RESALE OPTIONS
ASK QUESTION VIA LIVE CHAT
SEARCH FOR A PRODUCT
WATCH YOUTUBE VIDEO
SIGN UP FOR EMAIL
SHOP FROM FRIENDS’ LEMONADE STAND
BROWSE WEB SITE
POST REVIEW, UPLOAD PIC
READ AND RATE REVIEW
VISIT A STORE
LINK FROM FRIEND’S FACEBOOK
BROWSE TAG CLOUDS
TRACK PURCHASE
REVIEW FAQS
CREATE TAGS
NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST

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

WORLDVIEW OF A CLOSED BRAND
WORLDVIEW OF AN OPEN BRAND
Fosters Communities
Targets Consumers
Dialogue
Monologue
Awareness
Engagement
Pull
Push
Guarded Communications
Transparent Communications
Co-created with Consumers
Created by Marketers
Brand Management
Brand Stewardship

Get O.P.E.N.
Engaging
Personal
NETWORKED
ON-DEMAND

Get O.P.E.N.
Engaging
Personal
NETWORKED
ON-DEMAND
Participation
Belonging
Immersion
Entertainment
Inspiration
Self-expression
Ego gratification
Portability
Community
Meaningful
Efficiency
Ease
Control
Findability
Instantaneousness
Acknowledgement
Dialog
Customization
Privilege
Popularity

Get O.P.E.N.
Engaging
Personal
NETWORKED
ON-DEMAND
Conversion/Sales
Awareness/Acquisition
Awareness/Trial
Retention/Loyalty

STARBUCKS

REAL-TIME WEB
ECOMMERCE WEB
SOCIAL WEB
(Re)Searching, Shopping, Self-servicing
Feeding, Discovering, Layering
Creating, Sharing, Influencing
Consumer behaviors are evolving…

New purchase journey
ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
REAL-TIME WEB BEHAVIORS
PERUSE FAV BLOGGERS’ POSTS
GET UP TO THE MINUTE REVIEWS
USE COMPARISON TOOLS
LOOK AT A CATALOG
SEE AN AD
RECEIVE A MAILER
CALL 1-800
VISIT A STORE
CONSULT SALES REP
CHECK CRAIGS- LIST FOR RESALE OPTIONS
INVITE FRIENDS TO CO-SHOP NOW
FOLLOW A PRODUCT
ASK QUESTION VIA LIVE CHAT
SEARCH FOR A PRODUCT
WATCH YOUTUBE VIDEO
SAY THANKS WITH TWIT PAY GIFT
SIGN UP FOR EMAIL
“LIKE” A PRODUCT FOR LATER OR FEEDBACK
SHOP FROM FRIENDS’ LEMONADE STAND
FOLLOW THE BRAND ON TWITTER
BROWSE WEB SITE
RESPOND TO CAN’T RESIST TWITTER AD
SEARCH NETWORK FOR BEST REVIEWS
BUY VIA MOBILE OR FACEBOOK
POST REVIEW, UPLOAD PIC
DISCOVER WHAT PEOPLE ARE BUYING NOW
READ AND RATE REVIEW
VISIT A STORE
GET GEO-TARGTED OFFER ON PHONE
BROWSE TAG CLOUDS
REPLENISH VIA PHONE
TRACK PURCHASE
REVIEW FAQS
STREAM PURCHASE EXPERIENCE
ASK FRIENDS FOR INSTANT FEEDBACK
CREATE TAGS
SNAP QR CODE FOR MORE INFO
NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST

Digital Trends
IMPACTING O.P.E.N. EXPERIENCES
A SELECTION FOR EO
O2/24/2O11
© Copyright 2011 Resource Interactive

2011 Digital Trends
1. Mobile: The New PC
2. It’s Better with Friends
3. Atomized & Distributed
4. The Digital Looking Glass
5. Funny Money
6. Location Matters
7. Life is a Game
8. The Internet of Things

Mobile:
The New PC
The digital centerpiece
of your customers’ lives
Image: Robert Scoble

Mobile: The New PC
By 2O13, mobile phones will overtake PCsas the most common Web access device worldwide.
Data: Gartner 2O1O

Mobile: The New PC
There have been 73.5 million iPhones soldand there are over 317,OOO appsin the App Store withover 7 billion apps sold(2OO per second).
Data: MobileCrunch - October, 2010 | MobClix | Apple - November, 2010

Mobile: The New PC
eBay Windows Mobile 7
Target iPhone App
Sephora iPhone App
Whole Foods Recipes for iPhone
Amazon Android App

Mobile: The New PC
Sherwin-Williams ColorSnap™
iPhone App
Sherwin-Williams ColorSnap™
BlackBerry App

Mobile: The New PC
Apple 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, 2010

Mobile: The New PC
Gap
Wired Magazine
Toys ‘R Us

Mobile: The New PC
HP Slate
PlayBook
Dell Streak
Samsung Galaxy Tab
Cisco Cius

It’s Better with Friends
The new, socially powered web
Image: tribehut

We expect in the first 24 hours
alone we’re going to serve 1 billion
buttonson the web.”
Mark Zuckerberg, Facebook Founder – April 22, 2O1O
“

Almost 65 millionFacebook users
things daily.
Data: All Facebook, July, 2010

More than two million websiteshave integrated with Facebook, including over 8O of comScore’s U.S. Top 1OO websites
Data: Mashable - May, 2010

http://www.youtube.com/watch?v=Ed5vJeaEuzA

Levi’s Friends Store
Victoria’s Secret PINK
Pandora
Your Amazon Facebook Page

Atomized & Distributed
The fragmenting of content & commerce

This 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

In 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

Whole Foods

68% of B2C companies in North America say they have acquired customers via Facebook.
Data: Hubspot - February, 2010

Pampers
Pantene
The Home Depot

NBC Universal
Barnes & Noble
FCUK YouTique on YouTube

The Digital Looking Glass
Digital collides with the physical to create a layered world
Image: Robert.Montalvo

In December 2OO9, Google Goggles was launched, bringing image recognition-based searchto millions of Android mobile devices.
Data: Google

http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu

Red Laser
Google Goggles
Allure
The Weather Channel
Whole Foods

F-18 Fighter Jet
Monday Night Football

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

Tissot
Lego
Samsung
TobiFashionista

Tissot

2O16:
Smart phones are the primary enabler of consumer shopping engagements
— Nielsen, June 2010
Tablet 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

Digital ≠ website

Digital enables an always on, O.P.E.N. brand
CAMPAIGN
CAMPAIGN
CAMPAIGN
CONTENT SYNDICATION
BRAND WEB SITES
OUTBOUND COMM
SOCIAL MEDIA
ONLINE ADVERTISING
eRETAILERS
SEARCH
MOBILE
GAMING
CONTENT, CONVERSATION, COMMERCE

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

Thank you.
Kelly Mooney
kmooney@resource.com
twitter: @pkmooney

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