Resource Interactive's Kelly Mooney, President and author of The Open Brand, and Dan Shust, Director of Emerging Media, revealed the business implications of existing and emerging digital trends within the context of the web-empowered consumer.

1. Digital Trends Highlights
December 8, 2009
COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

2. More than 3.5 billion 25% of Americans
minutes are spent on watched a short video
Facebook each day on their phone in the
worldwide. last month.
Facebook, 2009 Solutions Research Group, 2009
Over 18 million twitter By 2020, more content
users in the U.S. will be consumed by
Twitdir, 2009
mobile devices than all
other devices.
900,000: average m-metrics, 2009 Mobile Commerce Landscape
number of blogs posted
in a 24 hour period. More than 25% of the
Technorati, 2009
search results on Google
Hulu streams grew 6x
to 373 million YOY, brands, are consumer
April 2009. generated content.
Nielsen Buzz Metrics, 2008
Nielsen, 2009

3. a new consumer journey
: Impact of traditional advertising at the onset of the consumer journey has declined
: Explosion of influential consumers icitizens shaping perceptions
: Marketing and media must be fundamentally transformed to be cross-channel,
participatory, interactive, 2-way O.P.E.N.
View
parenting
video
Rate &
review
Share product
Read a experience
Download
blog mobile
coupon
Purchase Write a
Join a online blog
community
Talk to
friends
LISTEN CREATE FACILITATE SUPPORT REENGAGE &
& LEARN CONNECTIONS PARTICIPATION PURCHASE EMPOWER

4. the love triangle b2c and b2we
how does your brand connect, enable, add value?

5. the web is projected to influence 50%
of offline sales by 2012
TOTAL SALES (millions)
Offline Sales
Total Online
Impact
50%
48%
45% 47%
42%
38% Offline Sales
Influenced
by Online
Online Sales
2007 2008 2009 2010 2011 2012
Jupiter: US Online Retail Forecast, 2007 - 2012

6. 2012: web significant growth contributor
Web as a % of total Web as a % of total sales
SALES GROWTH
7%*
11%*
ONLINE
ONLINE
43%
ONLINE
57%
89%
93% OFFLINE
OFFLINE
*These %s are deflated by large categories with extremely
low online penetration such as autos and food
Source: Forrester US eCommerce Forecast: 2008-2012

7. disparity between time spent online
and internet ad spending
*Note: consumer media time does not include time spent using a cell phone,
watching DVDs or playing video games.
Source: Forrester Research, January 4, 2008

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

9. On-Demand Personal Engaging Networked
Defining Traits of O.P.E.N.
• Efficiency • Acknowledgement • Participation • Self-expression
• Ease • Dialogue • Belonging • Ego gratification
• Control • Customization • Immersion • Portability
• Findability • Privilege • Entertainment • Community
• Instantaneousness • Popularity • Inspiration • Meaningful change
A strategic framework to fuel relevant experiences for
the social-web empowered consumer and communities.

10. On-Demand Personal Engaging Networked
Facebook Fan Pages Facebook Fan Pages
Microblogging Microblogging Microblogging
Social Network Integration Social Network Integration Social Network Integration
Interactive Products Interactive Products Interactive Products
Crowdsourcing Crowdsourcing
Mobile Branded Experiences Mobile Branded Experiences
Social Shopping Social Shopping Social Shopping Social Shopping
Mapping/Location Awareness Mapping/Location Awareness Mapping/Location Awareness
mCommerce mCommerce
Augmented Reality

11. William Gibson, Author

12. 1. Microblogging

13. Ashton Kutcher and Ellen Degeneres
combined have more Twitter followers
than the population of Ireland,
Norway, or Panama.
Twitter & World Population Data

14. earned more than $2 million in revenue
at @DellOutlet, attributed directly to
our Twitter activity.
Direct2Dell Blog, June 2009

15. Twitter.com
Tweetdeck

16. Dell
Zappos
Home Depot
Starbucks
Jet Blue

17. Dell
Zappos

18. Microblogging: Opportunities
• Listen in on discussions about your brand, industry, etc.
• Deliver promotions, special opportunities, etc.
• Support your product and services
• Engage customers in a two-way conversation

19. 2. Interactive Products
Bridging the physical and digital worlds

20. By 2020, more content will be
consumed by mobile devices than
all other platforms PC included.
Pew Internet & American Life Report

21. Barnes & Noble Alli ShopSavvy Android App

22. Interactive Products: Opportunities
• Enhance shopability and deliver product compatibility
recommendations.
• Create unique and richer connections between products
and digital experiences.
• Connect print advertising, OOH to digital.
• Integration of location information, time, profile, etc.

23. 3. Mobile Branded Experiences
A new constant conduit

24. More than 2 billion applications
downloaded since the App Store
opened in mid-2008.
Fierce Mobile Content

25. Blackberry Storm iPhone App Store
Palm Pre
iPhone
Android App Store

26. Ralph Kraft Chanel Charmin
Lauren

27. Sherwin Williams COLORsnap iPhone App

28. Mobile Branded Experiences:
Opportunities
• Deliver rich, highly engaging content.
• Can take advantage of hardware functionality (GPS,
camera, video, etc.).
• Participate in sponsorships of existing
platforms/experiences.
• Can be directly monetized.

29. 4. Social Shopping
Participatory, engaging, viral.

30. Now with connective technologies like
Facebook Connect, Google FriendConnect,
and OpenID, consumers will now be able to
see reviews, experiences, and critiques from
people they actually know and trust.
Jeremiah Owyang, Forrester Research

31. thisnext
Kaboodle
JanSport

32. Off the Wall

33. Off the Wall

34. Off the Wall

35. Off the Wall

36. Social Shopping: Opportunities
•
graph.
• Increase sales by allowing time-shifted and real-time
friend approval.
• Build shopping experiences into major social networking
platforms.
• Mirror physical group shopping experiences in the digital
realm.

37. 5. Augmented Reality
The next big thing?

38. Interaction is no longer simply a face-
to-screen exchange, but dissolves itself
in the surrounding space and objects.
Wired, October 2009

39. Lego
Ray-Ban

41. MIT Sixth Sense

42. Augmented Reality: Opportunities
• Reinvigorate print advertising and point of purchase.
• View products in 3 dimensions (and with
•
interactions, wayfinding, purchase decisions, etc.

43. Get personally involved. Sign up for some of these services
(Twitter, Facebook, etc.) , try out new technologies.
Think about your relationship with your customers. Where
are your shortcomings, your pain points? How could your
relationship be enhanced by being more O.P.E.N.? How
could this effect your business goals?
Which trends or technologies help you achieve those
goals?
Set up a test and learn activity or pilot.
Measure your success.

44. THANK YOU.