The OPEN Imperative: Kelly Mooney @ Global Ecommerce Summit

THE OPEN IMPERATIVE
KELLY MOONEY President & Chief Experience Officer STRATEGIES FOR OPENING YOUR BRAND

RESOURCE INTERACTIVE OVERVIEW
: Digital marketing agency
Privately-held
Founded in 1981
250 associates
Headquartered in Columbus, OH
Named Top Workplace by WSJ

CLIENT FOCUS BRANDED MANUFACTURING PRACTICE RETAIL PRACTICE CONSUMER GOODS SERVICES PRACTICE

OPEN…
: A Marketing Worldview Shift
: A Macrotrend
: An Experience Framework
O n-demand
P ersonal
E ngaging
N etworked

Five Reasons to Open Your Brand REVENUE ROI R&D RELATIONSHIPS RELEVANCE

More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceed the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Web shoppers read product reviews. — JupiterResearch, August 2007 86 million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. — Nielsen Online Stats, 2007 97% of online researchers in the UK are willing to trust online customer reviews —JupiterResearch/Bazaarvoice, 2008 Over 2.8 million twitter users in the U.S. — Twitdir, 2008

NOTORIETY: 80-year-old British YouTube storyteller NETWORK EFFECT: 40,000 subscribers NAME: Geriatric1927

NOTORIETY: Repurposes Ikea furniture Ikea Hacker NETWORK EFFECT: 20,000 RSS subscribers

NOTORIETY: Contest Winner Happy Joel NETWORK EFFECT: Uses the internet to win crazy contests to travel all over the world

“ I CONNECT” Connect and share with people who have similar interests “ I AM” Improve companies or the experience of self and others “ I MATTER” Seek recognition and some degree of fame/fortune “ I CAN” Use digital tools for fun and/or life management What Motivates the New Consumer? 16% 7% 3% 74%

EVERYDAY ELITE
STRENGTH OF CLOSE TIES
Expert majority
Friends and family
Increase trial and conversion
STRENGTH OF WEAK TIES
Vital few
Vast networks
Build awareness and equity
“ I CONNECT” Connect and share with people who have similar interests “ I AM” Improve companies or the experience of self and others 7% “ I MATTER” Seek recognition and some degree of fame/fortune “ I CAN” Use digital tools for fun and/or life management 16% 3% 74%

The Once-familiar Consumer Journey 1. Few touchpoints, well-choreographed 2. Linear, store-dependent 3. Advertising-inspired AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Go to store View TV or print ad Compareoptions Choose best option Buy item Join/align with brand

A New Customer Journey 1. A proliferation of engaging digital touchpoints 2. Non-linear, cross-channel 3. Web-first for many consumer buying decisions Read Facebook feeds Search for brand Research product View designer video Visit a store Order outfit Send mobile pic Upload pics of purchase Read a review or blog

The Web Elevates and Integrates the Total Customer Experience Web-and-Spoke Model Source: Resource Interactive 2002, rev 2008 The web should be the central hub for customer engagement and transactions. ENABLE ADVOCACY & AMPLIFICATION REDUCE WASTE

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

OPEN Macrotrend

S.T.E.E.P Openness

Life is an open book

70% of companies use open source software — Gartner Group, 2008 Open source-powered

THE OPEN WEB MOBILE WEB FULL-VIDEO WEB 3-D WEB SEMANTIC WEB UBIQUITOUS WEB PORTABLE ENGROSSING CURATED EMBEDDED LIFELIKE Open source-powered The Open Web should continue to empower the mainstream rather than the tech elite. — Brad Newberg, Google Gears & Mozilla software inventor

Open innovation

Open access

Open playing field

LOVE TRIANGLE A New Relationship Model SHARED PASSION BRAND CONSUMER COMMUNITY

Consumers are CONSUMING CONTENT Consumers are PRODUCING CONTENT Consumers seek an ANONYMOUS EXPERIENCE Consumers are SEEKING NOTORIETY

ON-DEMAND Do you make it easy to learn about and purchase your products?

ON-DEMAND

ON-DEMAND Resource Interactive + , Envisioned Future Prototype, 2007

PERSONAL Do you personalize the customer’s experience?

PERSONAL

PERSONAL www.shawfloors.com

ENGAGING Do you compel consumers to spend time with your brand?

ENGAGING

NETWORKED Do you enable the community to share ideas and influence your brand?

NETWORKED

THE OPEN OPPORTUNITY

MISSION: To bring inspiration and innovation to every athlete .

MISSION: To invite inspiration and innovation from every athlete . ENVISIONED FUTURE To see the prototype please contact theopenbrand@resource.com

HOW OPEN IS YOUR BRAND? Do you compel consumers to spend time with your brand? Do you enable the community to share ideas and influence your brand? Do you make it easy to learn about and purchase your products? Do you personalize the customer’s experience?

THANK YOU. Visit my Blog: www.MooneyThinks Download a free PDF: www.TheOpenBrand.com More company info: www.resource.com

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The OPEN Imperative: Kelly Mooney @ Global Ecommerce Summit

by Resource Interactive on Nov 03, 2008

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The OPEN Imperative: Kelly Mooney @ Global Ecommerce Summit — Presentation Transcript