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The Open BrandDigital Trends for 2011<br />KELLY MOONEY<br />CEO, RESOURCE INTERACTIVE<br />AUTHOR, THE OPEN BRAND<br />CO...
What’s changing?<br />1<br />How we get information<br />2<br />How we engage with one another (and brands)<br />3<br />Ho...
2OO8:<br />130 million on Facebook<br />—Inside Facebook, December 2008<br />500,000 tweets per quarterwere posted at the ...
2O1O: <br />500+ million on Facebook. <br />—Facebook Pressroom, Feb 2011<br />Twitter hits 50 million tweets a day.<br />...
ECOMMERCE WEB<br />SOCIAL WEB<br />(Re)Searching, Shopping, Self-servicing<br />Creating, Sharing, Influencing<br />Consum...
The web  influences nearly  5O% of offline sales<br />Offline Sales<br /> 50%<br />TOTAL SALES (millions)<br />Total Onlin...
Traditional purchase journey<br />TRADITIONAL BEHAVIORS <br />SIGN UP FOR LOYALTY CARD<br />LOOK AT A CATALOG<br />CONTACT...
New purchase journey<br />ECOMMERCE BEHAVIORS <br />SOCIAL WEB BEHAVIORS <br />PERUSE FAV BLOGGERS’ POSTS<br />SIGN UP FOR...
WORLDVIEW OF A CLOSED BRAND<br />Targets Consumers<br />Monologue<br />Awareness<br />Push<br />Guarded Communications<br ...
WORLDVIEW OF A CLOSED BRAND<br />WORLDVIEW OF AN OPEN BRAND<br />Fosters Communities<br />Targets Consumers<br />Dialogue<...
Get O.P.E.N. <br /> Engaging<br /> Personal<br />NETWORKED<br />ON-DEMAND<br />
Get O.P.E.N. <br /> Engaging<br /> Personal<br />NETWORKED<br />ON-DEMAND<br />Participation<br />Belonging<br />Immersion...
Get O.P.E.N. <br /> Engaging<br /> Personal<br />NETWORKED<br />ON-DEMAND<br />Conversion/Sales<br /> Awareness/Acquisitio...
STARBUCKS<br />
REAL-TIME WEB<br />ECOMMERCE WEB<br />SOCIAL WEB<br />(Re)Searching, Shopping, Self-servicing<br />Feeding, Discovering, L...
New purchase journey<br />ECOMMERCE BEHAVIORS <br />SOCIAL WEB BEHAVIORS <br />REAL-TIME WEB BEHAVIORS<br />PERUSE FAV BLO...
Digital Trends<br />IMPACTING O.P.E.N. EXPERIENCES <br />A SELECTION FOR EO<br />O2/24/2O11<br />© Copyright 2011 Resource...
2011 Digital Trends<br />1. Mobile: The New PC<br />2. It’s Better with Friends<br />3. Atomized & Distributed<br />4. The...
Mobile: <br />The New PC<br />The digital centerpiece <br />of your customers’ lives<br />© Copyright 2011 Resource Intera...
Mobile: The New PC<br />By 2O13, mobile phones will overtake PCsas the most common Web access device worldwide.<br />Data:...
Mobile: The New PC<br />There have been 73.5 million iPhones soldand there are over 317,OOO appsin the App Store withover ...
Mobile: The New PC<br />eBay Windows Mobile 7<br />Target iPhone App<br />Sephora iPhone App<br />Whole Foods Recipes for ...
Mobile: The New PC<br />Sherwin-Williams ColorSnap™ <br />iPhone App<br />Sherwin-Williams ColorSnap™ <br />BlackBerry App...
Mobile: The New PC<br />Apple has sold more than 7 million iPads.There are over 4O,OOO iPad specific apps and over 1 milli...
Mobile: The New PC<br />Gap<br />Wired Magazine<br />Toys ‘R Us<br />
Mobile: The New PC<br />HP Slate<br />PlayBook<br />Dell Streak<br />Samsung Galaxy Tab<br />Cisco Cius<br />© Copyright 2...
It’s Better with Friends<br />The new, socially powered web<br />© Copyright 2010 Resource Interactive<br />Image: tribehu...
It’s Better with Friends<br />We expect in the first 24 hours<br />alone we’re going to serve 1 billion               <br ...
It’s Better with Friends<br />Almost 65 millionFacebook users<br />things daily.<br />Data: All Facebook, July, 2010<br />
It’s Better with Friends<br />More than two million websiteshave integrated with Facebook, including over 8O of comScore’s...
It’s Better with Friends<br />http://www.youtube.com/watch?v=Ed5vJeaEuzA<br />
It’s Better with Friends<br />Levi’s Friends Store<br />Victoria’s Secret PINK<br />Pandora<br />Your Amazon Facebook Page...
Atomized & Distributed<br />The fragmenting of content & commerce<br />© Copyright 2011 Resource Interactive<br />
Atomized & Distributed<br />This year, savvy CMOs will utilize digital platforms in new ways to make their brands an integ...
Atomized & Distributed<br />In the most radical future, content will come to consumers– rather than them chasing it – prep...
Atomized & Distributed<br />Whole Foods<br />
Atomized & Distributed<br />68% of B2C companies in North America say they have acquired customers      via Facebook.<br /...
Atomized & Distributed<br />Pampers<br />Pantene<br />The Home Depot<br />
Atomized & Distributed<br />NBC Universal<br />Barnes & Noble<br />FCUK YouTique on YouTube<br />
The Digital Looking Glass<br />Digital collides with the physical to create a layered world<br />© Copyright 2011 Resource...
The Digital Looking Glass<br />In December 2OO9, Google Goggles was launched, bringing image recognition-based searchto mi...
The Digital Looking Glass<br />http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu<br />
The Digital Looking Glass<br />Red Laser<br />Google Goggles<br />Allure<br />The Weather Channel<br />Whole Foods<br />
The Digital Looking Glass<br />F-18 Fighter Jet<br />Monday Night Football<br />
The Digital Looking Glass<br />There were over 1 million mobile AR app downloads in 2OO9. <br />That number is expected to...
The Digital Looking Glass<br />Tissot<br />Lego<br />Samsung<br />TobiFashionista<br />
The Digital Looking Glass<br />Tissot<br />
2O16:<br />Smart phones are the primary enabler of consumer shopping engagements<br />— Nielsen, June 2010<br />Tablet com...
Digital ≠ website<br />
Digital enables an always on, O.P.E.N. brand<br />CAMPAIGN<br />CAMPAIGN<br />CAMPAIGN<br />CONTENT SYNDICATION<br />BRAND...
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The OPEN Brand: Digital Trends for 2011

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The OPEN Brand: Digital Trends for 2011

  1. The Open BrandDigital Trends for 2011<br />KELLY MOONEY<br />CEO, RESOURCE INTERACTIVE<br />AUTHOR, THE OPEN BRAND<br />COPYRIGHT 2011 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.<br />
  2. What’s changing?<br />1<br />How we get information<br />2<br />How we engage with one another (and brands)<br />3<br />How we make purchases<br />
  3. 2OO8:<br />130 million on Facebook<br />—Inside Facebook, December 2008<br />500,000 tweets per quarterwere posted at the end of 2007.<br />—Twitdir<br />Americans spent more than 4.5 hours per month on smartphones.—M:Metrics, May 2008<br />
  4. 2O1O: <br />500+ million on Facebook. <br />—Facebook Pressroom, Feb 2011<br />Twitter hits 50 million tweets a day.<br />—Mashable, Feb 2011<br />American spent 3 hours a day using mobile phones to access the internet, use social networks, and work on their finances.<br />—Rudder Finn, Feb 2010 <br />4.5 million Foursquare users are “checking in” at locations around the world. <br />—Foursquare Blog, Nov 2010 <br />
  5. ECOMMERCE WEB<br />SOCIAL WEB<br />(Re)Searching, Shopping, Self-servicing<br />Creating, Sharing, Influencing<br />Consumer behaviors are evolving…<br />
  6. The web influences nearly 5O% of offline sales<br />Offline Sales<br /> 50%<br />TOTAL SALES (millions)<br />Total Online Impact<br /> 48%<br /> 47%<br /> 45%<br /> 42%<br />Offline Sales Influenced by Online<br />38%<br />Online Sales<br />2007<br />2008<br />2009<br />2010<br />2011<br />2012<br />Source: Jupiter/Forrester US Online Retail Forecast, 2007 - 2012<br />
  7. Traditional purchase journey<br />TRADITIONAL BEHAVIORS <br />SIGN UP FOR LOYALTY CARD<br />LOOK AT A CATALOG<br />CONTACT CUSTOMER SERVICE<br />SEE AN AD<br />RECEIVE A MAILER<br />CALL 1-800<br />VISIT A STORE<br />CONSULT SALES REP<br />LINEAR • PREDICTABLE • BRAND-CONTROLLED<br />
  8. New purchase journey<br />ECOMMERCE BEHAVIORS <br />SOCIAL WEB BEHAVIORS <br />PERUSE FAV BLOGGERS’ POSTS<br />SIGN UP FOR LOYALTY CARD<br />USE COMPARISON TOOLS<br />LOOK AT A CATALOG<br />CONTACT CUSTOMER SERVICE<br />SEE AN AD<br />RECEIVE A MAILER<br />CALL 1-800<br />VISIT A STORE<br />CONSULT SALES REP<br />CHECK CRAIGS- LIST FOR RESALE OPTIONS<br />ASK QUESTION VIA LIVE CHAT<br />SEARCH FOR A PRODUCT<br />WATCH YOUTUBE VIDEO<br />SIGN UP FOR EMAIL<br />SHOP FROM FRIENDS’ LEMONADE STAND<br />BROWSE WEB SITE<br />POST REVIEW, UPLOAD PIC<br />READ AND RATE REVIEW<br />VISIT A STORE<br />LINK FROM FRIEND’S FACEBOOK<br />BROWSE TAG CLOUDS<br />LINK FROM FRIEND’S FACEBOOK<br />TRACK PURCHASE<br />REVIEW FAQS<br />CREATE TAGS<br />NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST<br />
  9. WORLDVIEW OF A CLOSED BRAND<br />Targets Consumers<br />Monologue<br />Awareness<br />Push<br />Guarded Communications<br />Created by Marketers<br />Brand Management<br />
  10. WORLDVIEW OF A CLOSED BRAND<br />WORLDVIEW OF AN OPEN BRAND<br />Fosters Communities<br />Targets Consumers<br />Dialogue<br />Monologue<br />Awareness<br />Engagement<br />Pull<br />Push<br />Guarded Communications<br />Transparent Communications<br />Co-created with Consumers<br />Created by Marketers<br />Brand Management<br />Brand Stewardship<br />
  11. Get O.P.E.N. <br /> Engaging<br /> Personal<br />NETWORKED<br />ON-DEMAND<br />
  12. Get O.P.E.N. <br /> Engaging<br /> Personal<br />NETWORKED<br />ON-DEMAND<br />Participation<br />Belonging<br />Immersion<br />Entertainment<br />Inspiration<br />Self-expression<br />Ego gratification<br />Portability<br />Community<br />Meaningful <br />Efficiency<br />Ease<br />Control<br />Findability<br />Instantaneousness<br />Acknowledgement<br />Dialog<br />Customization<br />Privilege<br />Popularity<br />
  13. Get O.P.E.N. <br /> Engaging<br /> Personal<br />NETWORKED<br />ON-DEMAND<br />Conversion/Sales<br /> Awareness/Acquisition<br /> Awareness/Trial<br /> Retention/Loyalty<br />
  14. STARBUCKS<br />
  15. REAL-TIME WEB<br />ECOMMERCE WEB<br />SOCIAL WEB<br />(Re)Searching, Shopping, Self-servicing<br />Feeding, Discovering, Layering<br />Creating, Sharing, Influencing<br />Consumer behaviors are evolving…<br />
  16. New purchase journey<br />ECOMMERCE BEHAVIORS <br />SOCIAL WEB BEHAVIORS <br />REAL-TIME WEB BEHAVIORS<br />PERUSE FAV BLOGGERS’ POSTS<br />GET UP TO THE MINUTE REVIEWS<br />SIGN UP FOR LOYALTY CARD<br />USE COMPARISON TOOLS<br />LOOK AT A CATALOG<br />CONTACT CUSTOMER SERVICE<br />SEE AN AD<br />RECEIVE A MAILER<br />CALL 1-800<br />VISIT A STORE<br />CONSULT SALES REP<br />CHECK CRAIGS- LIST FOR RESALE OPTIONS<br />INVITE FRIENDS TO CO-SHOP NOW<br />FOLLOW A PRODUCT<br />ASK QUESTION VIA LIVE CHAT<br />SEARCH FOR A PRODUCT<br />WATCH YOUTUBE VIDEO<br />SAY THANKS WITH TWIT PAY GIFT<br />SIGN UP FOR EMAIL<br />“LIKE” A PRODUCT FOR LATER OR FEEDBACK<br />SHOP FROM FRIENDS’ LEMONADE STAND<br />FOLLOW THE BRAND ON TWITTER<br />BROWSE WEB SITE<br />RESPOND TO CAN’T RESIST TWITTER AD<br />SEARCH NETWORK FOR BEST REVIEWS<br />BUY VIA MOBILE OR FACEBOOK<br />POST REVIEW, UPLOAD PIC<br />DISCOVER WHAT PEOPLE ARE BUYING NOW<br />READ AND RATE REVIEW<br />VISIT A STORE<br />GET GEO-TARGTED OFFER ON PHONE<br />LINK FROM FRIEND’S FACEBOOK<br />BROWSE TAG CLOUDS<br />REPLENISH VIA PHONE<br />LINK FROM FRIEND’S FACEBOOK<br />TRACK PURCHASE<br />REVIEW FAQS<br />STREAM PURCHASE EXPERIENCE<br />ASK FRIENDS FOR INSTANT FEEDBACK<br />CREATE TAGS<br />SNAP QR CODE FOR MORE INFO<br />NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST<br />
  17. Digital Trends<br />IMPACTING O.P.E.N. EXPERIENCES <br />A SELECTION FOR EO<br />O2/24/2O11<br />© Copyright 2011 Resource Interactive<br />
  18. 2011 Digital Trends<br />1. Mobile: The New PC<br />2. It’s Better with Friends<br />3. Atomized & Distributed<br />4. The Digital Looking Glass<br />5. Funny Money<br />6. Location Matters<br />7. Life is a Game<br />8. The Internet of Things<br />© Copyright 2011 Resource Interactive<br />
  19. Mobile: <br />The New PC<br />The digital centerpiece <br />of your customers’ lives<br />© Copyright 2011 Resource Interactive<br />Image: Robert Scoble<br />
  20. Mobile: The New PC<br />By 2O13, mobile phones will overtake PCsas the most common Web access device worldwide.<br />Data: Gartner 2O1O<br />
  21. Mobile: The New PC<br />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).<br />Data: MobileCrunch - October, 2010 | MobClix | Apple - November, 2010<br />
  22. Mobile: The New PC<br />eBay Windows Mobile 7<br />Target iPhone App<br />Sephora iPhone App<br />Whole Foods Recipes for iPhone<br />Amazon Android App<br />
  23. Mobile: The New PC<br />Sherwin-Williams ColorSnap™ <br />iPhone App<br />Sherwin-Williams ColorSnap™ <br />BlackBerry App<br />
  24. Mobile: The New PC<br />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.<br />Data: NYT - October, 2010 | Apple - November, 2010 | CNBC - May 3rd, 2010<br />
  25. Mobile: The New PC<br />Gap<br />Wired Magazine<br />Toys ‘R Us<br />
  26. Mobile: The New PC<br />HP Slate<br />PlayBook<br />Dell Streak<br />Samsung Galaxy Tab<br />Cisco Cius<br />© Copyright 2010 Resource Interactive<br />
  27. It’s Better with Friends<br />The new, socially powered web<br />© Copyright 2010 Resource Interactive<br />Image: tribehut<br />
  28. It’s Better with Friends<br />We expect in the first 24 hours<br />alone we’re going to serve 1 billion <br /> buttonson the web.”<br />Mark Zuckerberg, Facebook Founder – April 22, 2O1O<br />“<br />
  29. It’s Better with Friends<br />Almost 65 millionFacebook users<br />things daily.<br />Data: All Facebook, July, 2010<br />
  30. It’s Better with Friends<br />More than two million websiteshave integrated with Facebook, including over 8O of comScore’s U.S. Top 1OO websites<br />Data: Mashable - May, 2010<br />
  31. It’s Better with Friends<br />http://www.youtube.com/watch?v=Ed5vJeaEuzA<br />
  32. It’s Better with Friends<br />Levi’s Friends Store<br />Victoria’s Secret PINK<br />Pandora<br />Your Amazon Facebook Page<br />
  33. Atomized & Distributed<br />The fragmenting of content & commerce<br />© Copyright 2011 Resource Interactive<br />
  34. Atomized & Distributed<br />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.<br />Data: SODA Digital Outlook, 2010<br />
  35. Atomized & Distributed<br />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.<br />Data: Forrester, The Future of the Social Web - April, 2009<br />
  36. Atomized & Distributed<br />Whole Foods<br />
  37. Atomized & Distributed<br />68% of B2C companies in North America say they have acquired customers via Facebook.<br />Data: Hubspot - February, 2010<br />
  38. Atomized & Distributed<br />Pampers<br />Pantene<br />The Home Depot<br />
  39. Atomized & Distributed<br />NBC Universal<br />Barnes & Noble<br />FCUK YouTique on YouTube<br />
  40. The Digital Looking Glass<br />Digital collides with the physical to create a layered world<br />© Copyright 2011 Resource Interactive<br />Image: Robert.Montalvo<br />
  41. The Digital Looking Glass<br />In December 2OO9, Google Goggles was launched, bringing image recognition-based searchto millions of Android mobile devices.<br />Data: Google<br />
  42. The Digital Looking Glass<br />http://www.youtube.com/watch?v=bq-hXD33vXs&feature=relmfu<br />
  43. The Digital Looking Glass<br />Red Laser<br />Google Goggles<br />Allure<br />The Weather Channel<br />Whole Foods<br />
  44. The Digital Looking Glass<br />F-18 Fighter Jet<br />Monday Night Football<br />
  45. The Digital Looking Glass<br />There were over 1 million mobile AR app downloads in 2OO9. <br />That number is expected to rise to 4OO million by 2O14.<br />Data: Juniper Research<br />
  46. The Digital Looking Glass<br />Tissot<br />Lego<br />Samsung<br />TobiFashionista<br />
  47. The Digital Looking Glass<br />Tissot<br />
  48. 2O16:<br />Smart phones are the primary enabler of consumer shopping engagements<br />— Nielsen, June 2010<br />Tablet computers will out sell desktops in the US<br />— Forrester, August 2010<br />Mobile payment transactions in the U.S. will reach $56.7B<br />— MarketResearch.com, August 2010<br />
  49. Digital ≠ website<br />
  50. Digital enables an always on, O.P.E.N. brand<br />CAMPAIGN<br />CAMPAIGN<br />CAMPAIGN<br />CONTENT SYNDICATION<br />BRAND WEB SITES<br />OUTBOUND COMM<br />SOCIAL MEDIA<br />ONLINE ADVERTISING<br />eRETAILERS<br />SEARCH<br />MOBILE<br />GAMING<br />CONTENT, CONVERSATION, COMMERCE<br />
  51. How O.P.E.N. is your brand?<br />Do you make it easy to learn about and purchase your products?<br />Do you personalize experiences?<br />Do you compel people to spend time with your brands?<br />Do you enable the fans to share ideas and influence your brand?<br />
  52. Thank you.<br />Kelly Mooney<br />kmooney@resource.com<br />twitter: @pkmooney<br />

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