The OPEN Imperative: Kelly Mooney @ Global Ecommerce Summit

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  • + platformd platformd 11 months ago
    Hi Kelly, would appreciate if you make the deck available for download or send it to me at xinhua.liu@shunyagroup.com. Many thanks, Xinhua
  • + gergon21 gergon21 11 months ago
    Hi Kelly, can you make the presentation available for download or send it to me? my e-mail address is gergon21@gmail.com Thanks!
  • + ggoossens ggoossens 11 months ago
    Hi Kelly, can you make the presentation available for download or send it to me? You have my e-mail address. Thanks! Gino Goossens
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The OPEN Imperative: Kelly Mooney @ Global Ecommerce Summit - Presentation Transcript

    • THE OPEN IMPERATIVE
    KELLY MOONEY President & Chief Experience Officer STRATEGIES FOR OPENING YOUR BRAND
  1. RESOURCE INTERACTIVE OVERVIEW
    • : Digital marketing agency
    • Privately-held
    • Founded in 1981
    • 250 associates
    • Headquartered in Columbus, OH
    • Named Top Workplace by WSJ
  2.  
  3. CLIENT FOCUS BRANDED MANUFACTURING PRACTICE RETAIL PRACTICE CONSUMER GOODS SERVICES PRACTICE
  4. OPEN…
    • : A Marketing Worldview Shift
    • : A Macrotrend
    • : An Experience Framework
      • O n-demand
      • P ersonal
      • E ngaging
      • N etworked
  5. Five Reasons to Open Your Brand REVENUE ROI R&D RELATIONSHIPS RELEVANCE
  6. 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
  7. NOTORIETY: 80-year-old British YouTube storyteller NETWORK EFFECT: 40,000 subscribers NAME: Geriatric1927
  8. NOTORIETY: Repurposes Ikea furniture Ikea Hacker NETWORK EFFECT: 20,000 RSS subscribers
  9. NOTORIETY: Contest Winner Happy Joel NETWORK EFFECT: Uses the internet to win crazy contests to travel all over the world
  10. “ 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%
  11. 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%
  12. 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
  13. 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
  14. 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
  15. 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
  16. OPEN Macrotrend
    • S.T.E.E.P Openness
  17. Life is an open book
  18. 70% of companies use open source software — Gartner Group, 2008 Open source-powered
  19. 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
  20. Open innovation
  21. Open access
  22. Open playing field
  23. Open playing field
  24. LOVE TRIANGLE A New Relationship Model SHARED PASSION BRAND CONSUMER COMMUNITY
  25.  
  26. Consumers are CONSUMING CONTENT Consumers are PRODUCING CONTENT Consumers seek an ANONYMOUS EXPERIENCE Consumers are SEEKING NOTORIETY
  27. ON-DEMAND Do you make it easy to learn about and purchase your products?
  28. ON-DEMAND
  29. ON-DEMAND
  30. ON-DEMAND
  31. ON-DEMAND Resource Interactive + , Envisioned Future Prototype, 2007
  32. PERSONAL Do you personalize the customer’s experience?
  33. PERSONAL
  34. PERSONAL
  35. PERSONAL
  36. PERSONAL
  37. PERSONAL
  38. PERSONAL www.shawfloors.com
  39. ENGAGING Do you compel consumers to spend time with your brand?
  40. ENGAGING
  41. ENGAGING
  42. ENGAGING
  43. ENGAGING
  44. ENGAGING
  45. NETWORKED Do you enable the community to share ideas and influence your brand?
  46. NETWORKED
  47. NETWORKED
  48. NETWORKED
  49. THE OPEN OPPORTUNITY
  50. MISSION: To bring inspiration and innovation to every athlete .
  51. MISSION: To invite inspiration and innovation from every athlete . ENVISIONED FUTURE To see the prototype please contact theopenbrand@resource.com
  52. 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?
  53. THANK YOU. Visit my Blog: www.MooneyThinks Download a free PDF: www.TheOpenBrand.com More company info: www.resource.com

+ Resource InteractiveResource Interactive, 2 years ago

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