Published on November 3, 2008
THE OPEN IMPERATIVE KELLY MOONEY President & Chief Experience Officer STRATEGIES FOR OPENING YOUR BRAND
THE OPEN IMPERATIVE
RESOURCE INTERACTIVE OVERVIEW : Digital marketing agency Privately-held Founded in 1981 250 associates Headquartered in Columbus, OH Named Top Workplace by WSJ
: Digital marketing agency
Founded in 1981
Headquartered in Columbus, OH
Named Top Workplace by WSJ
CLIENT FOCUS BRANDED MANUFACTURING PRACTICE RETAIL PRACTICE CONSUMER GOODS SERVICES PRACTICE
OPEN… : A Marketing Worldview Shift : A Macrotrend : An Experience Framework O n-demand P ersonal E ngaging N etworked
: A Marketing Worldview Shift
: A Macrotrend
: An Experience Framework
Five Reasons to Open Your Brand REVENUE ROI R&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 What Motivates the New Consumer? 16% 7% 3% 74%
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%
STRENGTH OF CLOSE TIES
Friends and family
Increase trial and conversion
STRENGTH OF WEAK TIES
Build awareness and equity
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
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
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
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
Life is an open book
70% of companies use open source software — Gartner Group, 2008 Open source-powered
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
Open playing field
Open playing field
LOVE TRIANGLE A New Relationship Model SHARED PASSION BRAND CONSUMER COMMUNITY
Consumers are CONSUMING CONTENT Consumers are PRODUCING CONTENT Consumers seek an ANONYMOUS EXPERIENCE Consumers are SEEKING NOTORIETY
ON-DEMAND Do you make it easy to learn about and purchase your products?
ON-DEMAND Resource Interactive + , Envisioned Future Prototype, 2007
PERSONAL Do you personalize the customer’s experience?
ENGAGING Do you compel consumers to spend time with your brand?
NETWORKED Do you enable the community to share ideas and influence your brand?
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 firstname.lastname@example.org
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
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