Building an Online Community Presented by: Lisa Bownas, Resource Interactive

4. 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 Internet users read online product reviews. — JupiterResearch, August 2007 412.3 years = Time it would take to view all of the material on YouTube. — Digital Ethnography, Kansas State University March 17th 2008 85.9 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

6. community

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

12. ON-DEMAND Do you make it fast and easy to subscribe or renew?

13. PERSONAL Do you listen to your consumers and personalize their experience?

14. ENGAGING Do you compel consumers to spend time with your publication online?

15. NETWORKED Do your consumers collectively influence the future of your publication?

17. SCOTTS MIRACLE-GRO REDESIGN Transforming the experience from product to consumer-centric

18. Personal profile: sharing and blogging 

19. Communities, pic sharing and forums 

20. Helpful articles, projects, advice 

22. USA TODAY Consumers shape and spread the news by commenting and sharing

23. USA TODAY Consumers can participate at all levels – read, recommend or comment

24. STYLE.COM LOOKBOOKS Consumers create, share and rate Style.com content in personal lookbooks

25. VS PINK Comprehensive Digital Millennial experience that bridges online, offline and mobile

26. VS PINK Dance video contest with voting

27. VS PINK Mobile app for picture sharing

28. VS PINK Mobile app for picture sharing

33. ICITIZENS Motivations to Create, Share, Influence Online “ I CONNECT” Connect and share with people who have similar interests 16% “ I AM” Improve companies or the experience of self and others 7% “ I MATTER” Seek recognition and some degree of fame/fortune 3% “ I CAN” Use digital tools for life management 74%

34. MUCH MORE THAN CONSUMING… Creating Resource Interactive iCitizen Motivational Study, 2007 Adult online population in the last month Created an online video Posted a rating/review Published my own blog Tagged web pages or other content Participated in a virtual world Created or revised a wiki page/entry Mashed up content 18-25 year olds in the last month

35. MUCH MORE THAN CONSUMING… Sharing and Influencing Resource Interactive iCitizen Motivational Study, 2007 Found something online and passed it along Commented on a blog Uploaded pictures/videos/audio Used a social networking site Participated in an online community/forum Chatted online with a customer service rep using IM Adult online population in the last month 18-25 year olds in the last month

37. 1: Keep it real 2: Hear me out 5: Entertain me WHAT DIGITAL MILLENNIALS NEED 3: Be original or don’t be 4: My way now

41. IDEAS Leverage existing communities

45. YOUR IDEAS

46. YOUR IDEAS

47. THANK YOU. LISA BOWNAS [email_address] 614.621.2888 www.resource.com