Digital Trends HighlightsDecember 8, 2009

COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

More than 25% of the search results on Google

brands, are consumer generated content.

Nielsen Buzz Metrics, 2008

By 2020, more content will be consumed by

mobile devices than all other devices.

m-metrics, 2009 Mobile Commerce Landscape900,000: average number of blogs posted in a 24 hour period.

Technorati, 2009

Over 18 million twitter users in the U.S.

Twitdir, 2009

More than 3.5 billion minutes are spent on Facebook each day worldwide.

Facebook, 2009

Hulu streams grew 6xto 373 million YOY, April 2009.

Nielsen, 2009

25% of Americans watched a short video on their phone in the

last month.Solutions Research Group, 2009

LISTEN & LEARN

CREATE CONNECTIONS

FACILITATE PARTICIPATION

SUPPORT PURCHASE

REENGAGE & EMPOWER

: 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.

Read a blog

Talk to friends

Purchase online

Write a blog

Download mobile coupon

Join a community

a new consumer journey

View parenting

video

Share experience

Rate & review product

the love triangle b2c and b2wehow does your brand connect, enable, add value?

Jupiter: US Online Retail Forecast, 2007 - 2012

the web is projected to influence 50% of offline sales by 2012

TO

TA

L S

AL

ES

(m

illi

on

s)

2007

50%

2008 2009 2010 2011 2012

48%47%45%

42%38%

Offline Sales

Offline Sales Influenced by Online

Online Sales

Total Online Impact

43%ONLINE

57%OFFLINE

11%*ONLINE

89%OFFLINE

Source: Forrester US eCommerce Forecast: 2008-2012

*These %s are deflated by large categories with extremely low online penetration such as autos and food

Web as a % of totalSALES

Web as a % of total salesGROWTH

7%*ONLINE

93%OFFLINE

2012: web significant growth contributor

Source: Forrester Research, January 4, 2008

*Note: consumer media time does not include time spent using a cell phone, watching DVDs or playing video games.

disparity between time spent online and internet ad spending

WORLDVIEW OF ACLOSED BRAND

WORLDVIEW OF ANOPEN BRAND

Targets ConsumersFosters 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

• Efficiency

• Ease

• Control

• Findability

• Instantaneousness

• Acknowledgement

• Dialogue

• Customization

• Privilege

• Popularity

• Participation

• Belonging

• Immersion

• Entertainment

• Inspiration

• Self-expression

• Ego gratification

• Portability

• Community

• Meaningful change

Defining Traits of O.P.E.N.

A strategic framework to fuel relevant experiences for the social-web empowered consumer and communities.

On-Demand Personal Engaging Networked

Microblogging

Interactive Products

Mobile Branded Experiences

Social Shopping

Mapping/Location Awareness

mCommerce

Facebook Fan Pages

Microblogging

Social Network Integration

Interactive Products

Crowdsourcing

Social Shopping

Mapping/Location Awareness

mCommerce

Social Network Integration

Interactive Products

Mobile Branded Experiences

Social Shopping

Augmented Reality

Facebook Fan Pages

Microblogging

Social Network Integration

Crowdsourcing

Social Shopping

Mapping/Location Awareness

On-Demand Personal Engaging Networked

William Gibson, Author

1. Microblogging

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

Twitter & World Population Data

earned more than $2 million in revenue at @DellOutlet, attributed directly to our Twitter activity.

Direct2Dell Blog, June 2009

Twitter.com

Tweetdeck

Dell

Zappos

Home Depot

Starbucks

Jet Blue

Dell

Zappos

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

2. Interactive ProductsBridging the physical and digital worlds

By 2020, more content will be consumed by mobile devices than all other platforms PC included.

Pew Internet & American Life Report

ShopSavvy Android AppAlliBarnes & Noble

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.

3. Mobile Branded ExperiencesA new constant conduit

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

Fierce Mobile Content

iPhone

Android App Store

iPhone App StoreBlackberry Storm

Palm Pre

CharminChanelKraftRalph Lauren

Sherwin Williams COLORsnap iPhone App

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.

4. Social ShoppingParticipatory, engaging, viral.

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

Kaboodle

JanSport

thisnext

Off the Wall

Off the Wall

Off the Wall

Off the Wall

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.

5. Augmented RealityThe next big thing?

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

Wired, October 2009

Lego

Ray-Ban

MIT Sixth Sense

Augmented Reality: Opportunities

• Reinvigorate print advertising and point of purchase.

• View products in 3 dimensions (and with

•

interactions, wayfinding, purchase decisions, etc.

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.

THANK YOU.