The OPEN Brand: Digital Trends for 2011

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  • 1. The Open BrandDigital Trends for 2011
    KELLY MOONEY
    CEO, RESOURCE INTERACTIVE
    AUTHOR, THE OPEN BRAND
    COPYRIGHT 2011 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
  • 2.
  • 3.
  • 4.
  • 5. What’s changing?
    1
    How we get information
    2
    How we engage with one another (and brands)
    3
    How we make purchases
  • 6. 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
  • 7. 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
  • 8. ECOMMERCE WEB
    SOCIAL WEB
    (Re)Searching, Shopping, Self-servicing
    Creating, Sharing, Influencing
    Consumer behaviors are evolving…
  • 9. 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
  • 10. 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
  • 11. New purchase journey
    ECOMMERCE BEHAVIORS
    SOCIAL WEB BEHAVIORS
    PERUSE FAV BLOGGERS’ POSTS
    SIGN UP FOR LOYALTY CARD
    USE COMPARISON TOOLS
    LOOK AT A CATALOG
    CONTACT CUSTOMER SERVICE
    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
    LINK FROM FRIEND’S FACEBOOK
    TRACK PURCHASE
    REVIEW FAQS
    CREATE TAGS
    NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST
  • 12. WORLDVIEW OF A CLOSED BRAND
    Targets Consumers
    Monologue
    Awareness
    Push
    Guarded Communications
    Created by Marketers
    Brand Management
  • 13. 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
  • 14. Get O.P.E.N.
    Engaging
    Personal
    NETWORKED
    ON-DEMAND
  • 15. 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
  • 16. Get O.P.E.N.
    Engaging
    Personal
    NETWORKED
    ON-DEMAND
    Conversion/Sales
    Awareness/Acquisition
    Awareness/Trial
    Retention/Loyalty
  • 17. STARBUCKS
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23. REAL-TIME WEB
    ECOMMERCE WEB
    SOCIAL WEB
    (Re)Searching, Shopping, Self-servicing
    Feeding, Discovering, Layering
    Creating, Sharing, Influencing
    Consumer behaviors are evolving…
  • 24. New purchase journey
    ECOMMERCE BEHAVIORS
    SOCIAL WEB BEHAVIORS
    REAL-TIME WEB BEHAVIORS
    PERUSE FAV BLOGGERS’ POSTS
    GET UP TO THE MINUTE REVIEWS
    SIGN UP FOR LOYALTY CARD
    USE COMPARISON TOOLS
    LOOK AT A CATALOG
    CONTACT CUSTOMER SERVICE
    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
    LINK FROM FRIEND’S FACEBOOK
    BROWSE TAG CLOUDS
    REPLENISH VIA PHONE
    LINK FROM FRIEND’S FACEBOOK
    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
  • 25. Digital Trends
    IMPACTING O.P.E.N. EXPERIENCES
    A SELECTION FOR EO
    O2/24/2O11
    © Copyright 2011 Resource Interactive
  • 26. 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
    © Copyright 2011 Resource Interactive
  • 27. Mobile:
    The New PC
    The digital centerpiece
    of your customers’ lives
    © Copyright 2011 Resource Interactive
    Image: Robert Scoble
  • 28. Mobile: The New PC
    By 2O13, mobile phones will overtake PCsas the most common Web access device worldwide.
    Data: Gartner 2O1O
  • 29. 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
  • 30. Mobile: The New PC
    eBay Windows Mobile 7
    Target iPhone App
    Sephora iPhone App
    Whole Foods Recipes for iPhone
    Amazon Android App
  • 31. Mobile: The New PC
    Sherwin-Williams ColorSnap™
    iPhone App
    Sherwin-Williams ColorSnap™
    BlackBerry App
  • 32. 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
  • 33. Mobile: The New PC
    Gap
    Wired Magazine
    Toys ‘R Us
  • 34. Mobile: The New PC
    HP Slate
    PlayBook
    Dell Streak
    Samsung Galaxy Tab
    Cisco Cius
    © Copyright 2010 Resource Interactive
  • 35. It’s Better with Friends
    The new, socially powered web
    © Copyright 2010 Resource Interactive
    Image: tribehut
  • 36. It’s Better with Friends
    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

  • 37. It’s Better with Friends
    Almost 65 millionFacebook users
    things daily.
    Data: All Facebook, July, 2010
  • 38. It’s Better with Friends
    More than two million websiteshave integrated with Facebook, including over 8O of comScore’s U.S. Top 1OO websites
    Data: Mashable - May, 2010
  • 39. It’s Better with Friends
    http://www.youtube.com/watch?v=Ed5vJeaEuzA
  • 40. It’s Better with Friends
    Levi’s Friends Store
    Victoria’s Secret PINK
    Pandora
    Your Amazon Facebook Page
  • 41. Atomized & Distributed
    The fragmenting of content & commerce
    © Copyright 2011 Resource Interactive
  • 42. Atomized & Distributed
    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
  • 43. Atomized & Distributed
    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
  • 44. Atomized & Distributed
    Whole Foods
  • 45. Atomized & Distributed
    68% of B2C companies in North America say they have acquired customers via Facebook.
    Data: Hubspot - February, 2010
  • 46. Atomized & Distributed
    Pampers
    Pantene
    The Home Depot
  • 47. Atomized & Distributed
    NBC Universal
    Barnes & Noble
    FCUK YouTique on YouTube
  • 48. The Digital Looking Glass
    Digital collides with the physical to create a layered world
    © Copyright 2011 Resource Interactive
    Image: Robert.Montalvo
  • 49. The Digital Looking Glass
    In December 2OO9, Google Goggles was launched, bringing image recognition-based searchto millions of Android mobile devices.
    Data: Google
  • 50. The Digital Looking Glass
    http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu
  • 51. The Digital Looking Glass
    Red Laser
    Google Goggles
    Allure
    The Weather Channel
    Whole Foods
  • 52. The Digital Looking Glass
    F-18 Fighter Jet
    Monday Night Football
  • 53. The Digital Looking Glass
    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
  • 54. The Digital Looking Glass
    Tissot
    Lego
    Samsung
    TobiFashionista
  • 55. The Digital Looking Glass
    Tissot
  • 56.
  • 57.
  • 58. 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
  • 59. Digital ≠ website
  • 60. 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
  • 61. 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?
  • 62. Thank you.
    Kelly Mooney
    kmooney@resource.com
    twitter: @pkmooney