The document summarizes a webinar presented by Resource Interactive and Bazaarvoice about how manufacturers can better engage online consumers. It discusses the importance of manufacturers having a strong online presence and digital strategy. It then describes an assessment tool called OPEN that evaluates how well a brand's online presence is on-demand, personal, engaging, and networked. The webinar highlights examples of manufacturers like GE, Samsung, and Epson that are leveraging user reviews and social engagement well and emphasizes the business benefits these strategies can provide.

1. Get in the Game: Are You Missing the Mark Online? Presented by Resource Interactive & Bazaarvoice June 25, 2009

5. MANUFACTURERS AND DIGITAL MEDIA

6. importance of a manufacturer’s website Source: Forrester Research

7. Source: Channel Intelligence & Forrester Research importance of a manufacturer’s website

9. digital is the connector Web-and-Spoke Model Source: Resource Interactive, 2008 BUILD RELATIONSHIPS ENABLE SELF-SERVICE DRIVE TRIAL FACILITATE PORTABILITY PROVIDE SOLUTIONS DRIVE SALES ENABLE ADVOCACY TARGET MESSAGES

12. THE O.P.E.N. ASSESSMENT

13. what is OPEN?

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

16. AWARENESS CONSIDERATION SELECTION LOYALTY Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing PURCHASE Friends & Neighbors Mass Media message Store staff At-shelf/on-pack messaging

17. a new consumer journey LISTEN & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER Search result Facebook page Mobile Web site Store visit Facebook fan page Ratings & reviews

19. On-Demand

21. on-demand: GE

22. on-demand: Char-Broil

23. on-demand: Sony

24. on-demand: Samsung

25. Personal

27. personal: Panasonic

28. personal: Weber

29. personal: John Deere

30. Engaging

32. engaging: Sub-Zero

33. engaging: Whirlpool

34. engaging: Toro

35. Networked

37. networked

38. networked

39. networked

40. GET IN THE GAME – BAZAARVOICE

42. advocates want to connect at your site

43. Nike ratings & reviews

45. Samsung ask & answer

47. more reviews = more sales Source: Bazaarvoice analysis of cross-section of Bazaarvoice clients

48. Epson review syndication

49. WHAT’S NEXT

50. leverage existing communities

51. extend the customer’s voice

52. reach through the channel to help customers buy

53. GETTING STARTED

55. dialog Let’s talk.

56. thank you www.resource.com/icitizen GET AN OPEN ASSESSMENT [email_address] START THE CONVERSATION [email_address]