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Futurist and author Nita Rollins explores how radical business imperative emerges from these forces and how you and your business have to open up to consumer involvement in your brand’s messages and offerings. Learn about both the risk and immense rewards of doing so, and how to set a framework to become O.P.E.N. – On-demand, Personal, Engaging and Networked.
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The The The The OpenOpenOpenOpenImperative Imperative Imperative Imperative
Dr. Nita RollinsDr. Nita RollinsDr. Nita RollinsDr. Nita RollinsFuturist Futurist Futurist Futurist RI:LabRI:LabRI:LabRI:Lab
Opening Your Brand to the Opening Your Brand to the Opening Your Brand to the Opening Your Brand to the iCitizenryiCitizenryiCitizenryiCitizenry
Austin, Houston, Dallas/Fort WorthAustin, Houston, Dallas/Fort WorthAustin, Houston, Dallas/Fort WorthAustin, Houston, Dallas/Fort WorthInteractive Marketing AssociationsInteractive Marketing AssociationsInteractive Marketing AssociationsInteractive Marketing Associations
NICHE CONSUMERISM
MashionalityMashionalityMashionalityMashionality
CARTOCRACY
OPENNESSOPENNESS
Data VisualizationData VisualizationData VisualizationData Visualization
WE-COMMERCE
ZEITGEISTINGZEITGEISTINGZEITGEISTINGZEITGEISTING
HAPPINOMICS
Eco-Everything
Geek Chic
Questing
Metaphoria
SelfSelfSelfSelf----CastingCastingCastingCastingUrban Nomadism
SLOWNESS
TTSS
EE
EEPP
The OPEN MacrotrendThe OPEN Macrotrend
WORLDVIEW OF A CLOSED BRAND
Targets Consumers
Monologue
Brand Management
Awareness
Push
Guarded Communications
Created by Marketers
Fosters Communities of Consumers
Brand Stewardship
Dialogue / Trilogue
Engagement
Pull
Transparent Communications
Co-created With Consumers
WORLDVIEW OF AN OPENBRAND
“…an aggregated commodity item with little individuality other than that expressed in the buy/not-buy decision.”
THE CONSUMER THE iCITIZEN“...a self-directed, passionate and expressive individual who routinely creates and shares content, and influences friends and strangers online.”
Source: Source: Source: Source: Resource Interactive iCitizen Motivational Study, 2007Resource Interactive iCitizen Motivational Study, 2007Resource Interactive iCitizen Motivational Study, 2007Resource Interactive iCitizen Motivational Study, 2007
86% of U.S. population
NOTORIETY:NOTORIETY:NOTORIETY:NOTORIETY:Scrabulous creators
NETWORK EFFECT:NETWORK EFFECT:NETWORK EFFECT:NETWORK EFFECT:Added to over 840,000 Facebook pages
Rajat & JayantAgarwalla
NOTORIETY:NOTORIETY:NOTORIETY:NOTORIETY:Free designs for personal web profiles
NETWORK EFFECT:NETWORK EFFECT:NETWORK EFFECT:NETWORK EFFECT:More site traffic than the top three teen publications combined
Ashley Quallswww.whateverlife.com
More than 25% of 25% of 25% of 25% of GoogleGoogleGoogleGoogle’’’’s search s search s search s search resultsresultsresultsresults for the world’s 20 largest brands are consumerconsumerconsumerconsumer----generated generated generated generated content.content.content.content.—Nielsen Buzz Metrics
The number of text text text text messagesmessagesmessagesmessages sent and received each day exceeds the population exceeds the population exceeds the population exceeds the population of Earthof Earthof Earthof Earth....—m-metrics, 2007 Mobile Commerce Landscape
77%77%77%77% of Internet shoppers readreadreadreadonline product
reviews.reviews.reviews.reviews.—JupiterResearch, August 2007
412.3 years412.3 years412.3 years412.3 years = Time it would take to view all
of the material on YouTube.
—Digital Ethnography, Kansas State University
March 17th 2008
85.9 million85.9 million85.9 million85.9 millionsocial network users in the U.S.—eMarketer, 2008
1.4 blogs created1.4 blogs created1.4 blogs created1.4 blogs createdevery second of every
day.—Technorati 2007
The average U.S. citizen will spend 5.4 years5.4 years5.4 years5.4 years per
lifetime online.online.online.online.—Nielsen Online Stats, 2007
OverOverOverOver 1.7 million1.7 million1.7 million1.7 millionTwitter users in the U.S.—Twitdir, 2008
2002: MARKETING TO THE WEB-EMPOWERED CONSUMER
RESEARCHING SHOPPING SELF-SERVICING
BRAND
CONSUMER COMMUNITYCOMMUNITYCOMMUNITYCOMMUNITY
2008: MARKETING WITH THE SOCIALSOCIALSOCIALSOCIAL WEB-EMPOWERED CONSUMER
CONSUMER COMMUNITYCOMMUNITYCOMMUNITYCOMMUNITY
CREATING SHARING INFLUENCINGCREATING SHARING INFLUENCINGCREATING SHARING INFLUENCINGCREATING SHARING INFLUENCING
SHARED SHARED SHARED SHARED PASSIONPASSIONPASSIONPASSION
BRAND
CONSUMER COMMUNITY
AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY
A NEW CONSUMER JOURNEY
WHAT MOTIVATES THE
ICITIZENS?
CollectivismConnect and share
with people who have similar interests
16%
ChangeImprove companies or the experience of
self and others
7%
CelebritySeek recognition
and some degree of fame/fortune
3%
Use digital tools forlife management
74%
Competence
Resource 2007 iCitizen Motivational Study
“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 forlife management
74%
EVERYDAY ELITE
STRENGTH OF CLOSE TIESSTRENGTH OF CLOSE TIESSTRENGTH OF CLOSE TIESSTRENGTH OF CLOSE TIES· Expert majority· Friends and family· Increase trial and conversation
STRENGTH OF WEAK TIESSTRENGTH OF WEAK TIESSTRENGTH OF WEAK TIESSTRENGTH OF WEAK TIES· Vital few· Vast networks· Build awareness and equity
CONSUMPTION
PRODUCTION
ANONYM
ITY
NOTORIETY
ONONONON----DEMANDDEMANDDEMANDDEMANDONONONON----DEMANDDEMANDDEMANDDEMAND
Do you make it fast and easy to make buying decisions?
Do you make it fast and easy to make buying decisions?
ONONONON----DEMANDDEMANDDEMANDDEMANDONONONON----DEMANDDEMANDDEMANDDEMAND
EfficiencyEaseControlFindabilityInstantaneousness
EfficiencyEaseControlFindabilityInstantaneousness
ON-DEMAND
Resource Interactive + , Envisioned Future Prototype, 2007
PERSONALPERSONALPERSONALPERSONALPERSONALPERSONALPERSONALPERSONAL
Do you listen to your icitizens and personalize their experience?
Do you listen to your icitizens and personalize their experience?
PERSONALPERSONALPERSONALPERSONALPERSONALPERSONALPERSONALPERSONAL
AcknowledgementDialogueCustomizationPrivilegePopularity
AcknowledgementDialogueCustomizationPrivilegePopularity
ENGAGINGENGAGINGENGAGINGENGAGINGENGAGINGENGAGINGENGAGINGENGAGING
Do you compel icitizens to spend time with your brand?
Do you compel icitizens to spend time with your brand?
ENGAGINGENGAGINGENGAGINGENGAGINGENGAGINGENGAGINGENGAGINGENGAGING
ParticipationBelongingImmersionEntertainmentInspiration
ParticipationBelongingImmersionEntertainmentInspiration
ENGAGING
NETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKED
Do your icitizenscollectively influence the future of your brand?
Do your icitizenscollectively influence the future of your brand?
NETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKEDNETWORKED
Self-expressionEgo gratificationPortabilityCommunityChange
Self-expressionEgo gratificationPortabilityCommunityChange
NETWORKED
“I CONNECT”Connect and share
with people who have similar interests
“I MATTER”Seek recognition
and some degree of fame/fortune
“I CAN”Use digital tools forlife management
AWARENESSAWARENESSAWARENESSAWARENESSOR TRIALOR TRIALOR TRIALOR TRIAL
AWARENESSAWARENESSAWARENESSAWARENESSOR OR OR OR
ACQUISITIONACQUISITIONACQUISITIONACQUISITION
CONVERSION CONVERSION CONVERSION CONVERSION OR SALESOR SALESOR SALESOR SALES
“I AM”Improve companies or the experience of
self and others
RETENTION RETENTION RETENTION RETENTION OR LOYALTYOR LOYALTYOR LOYALTYOR LOYALTY
WHY MOTIVATIONS MATTER TO MARKETERSWHY MOTIVATIONS MATTER TO MARKETERSWHY MOTIVATIONS MATTER TO MARKETERSWHY MOTIVATIONS MATTER TO MARKETERS
SCOTTS MIRACLE-GRO REDESIGN
Transforming the experience from product to consumer-centric
HOW OPEN IS YOUR BRAND?
Do you compel icitizens to spend time with your brand?
Do your icitizens collectively influence the future of your brand?
Do you make it fast and easy to make purchase decisions?
Do you listen to your icitizens and personalize their experience?
www.theopenbrand.comwww.theopenbrand.comwww.theopenbrand.comwww.theopenbrand.com
One Laptop Per Child Project
THANK
YOU.More about The OPEN Brand: www.TheOpenBrand.comwww.TheOpenBrand.comwww.TheOpenBrand.comwww.TheOpenBrand.com
Visit our Blog: www.resource.com/wethinkwww.resource.com/wethinkwww.resource.com/wethinkwww.resource.com/wethink
More company info: www.resource.comwww.resource.comwww.resource.comwww.resource.com
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