the open imperative: kelly mooney @ global ecommerce summit

THE OPEN IMPERATIVE

KELLY MOONEYPresident & 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

BRANDEDMANUFACTURING

PRACTICERETAIL

PRACTICECONSUMER GOODS

SERVICES PRACTICE

OPEN…

: A Marketing Worldview Shift : A Macrotrend

: An Experience Framework: On-demand: Personal: Engaging: Networked

Five Reasons to Open Your Brand

REVENUE

ROIR&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

16% 7% 3%74%

What Motivates the New Consumer?

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

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 fun and/or life management

74%

AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY

Go to store

View TV or print

ad

Compareoptions

Choose best

option

Buy itemJoin/align with brand

The Once-familiar Consumer Journey1. Few touchpoints, well-choreographed 2. Linear, store-dependent3. Advertising-inspired

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

A New Customer Journey1. A proliferation of engaging digital touchpoints 2. Non-linear, cross-channel3. Web-first for many consumer buying decisions

ReadFacebook

feeds

Web-and-Spoke ModelSource: Resource Interactive 2002, rev 2008

The web should be the central hub for customer engagement and transactions.

The Web Elevates and Integrates the Total Customer Experience

ENABLEADVOCACY &

AMPLIFICATION

REDUCEWASTE

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

OPENMacrotrend

S.T.E.E.POpenness

Life is an open book

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

Open source-powered

The Open Web should continue to empower the mainstream rather than the tech elite.— Brad Newberg, Google Gears & Mozilla software inventor

THE OPEN WEBMOBILE

WEB

FULL-VIDEO WEB

3-DWEB

SEMANTIC WEB

UBIQUITOUS WEB

PORTABLEENGROSSING CURATED

EMBEDDEDLIFELIKE

Open source-powered

Open innovation

Open access

Open playing field

Open playing field

LOVE TRIANGLEA New Relationship Model

SHARED PASSION

BRAND

CONSUMER COMMUNITY

Consumers are CONSUMING CONTENT

Consumers are PRODUCING CONTENTC

on

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XP

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Con

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RIE

TY

ON-DEMAND

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

ON-DEMAND

ON-DEMAND

ON-DEMAND

ON-DEMAND

Resource Interactive + , Envisioned Future Prototype, 2007

PERSONAL

Do you personalize

the customer’s experience?

PERSONAL

PERSONAL

PERSONAL

PERSONAL

PERSONAL

PERSONAL

www.shawfloors.com

ENGAGING

Do you compel consumers to spend time with your brand?

ENGAGING

ENGAGING

ENGAGING

ENGAGING

ENGAGING

NETWORKED

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

NETWORKED

NETWORKED

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