Kelly Mooney presents at ExactTarget's Connections User Conference New behaviors - creating, sharing, influencing - forever blur the roles of producer and consumer, celebrity and average citizen, authority figure and long tail tastemaker. The magnitude of change is significant and a radical imperative emerges: open up or risk losing relevance with your customers. In this session, Kelly will discuss the strategic framework from her book, The Open Brand, through illustrations on how to embrace these changes and amplify the power of the digital channel through On-demand, Personal, Engaging, and Networked experiences. Are you O.P.E.N. to the possibilities?

1. KELLY MOONEY President & Chief Experience Officer

2. LAUREN LUKE NOTORIETY:Beauty evangelist NETWORK EFFECT:56 Million views, average woman disrupting the beauty industry as the new expert

3. jkrums NOTORIETY:The Miracle on the Hudson Guy NETWORK EFFECT:107,000 views on twitpic & millions watching the breaking news story

4. LANCE ARMSTRONG NOTORIETY:Live Strong NETWORK EFFECT:1.2 millions registered users and 4.2 million unique monthly visitors on livestrong.com

5. One. Power of Gazillion.

6. Over 3.5 billion minutes are spent on Facebook each day worldwide. —Facebook, 2009 By 2020, more content will be consumed by mobile devices than all other devices. —m-metrics, 2009 Over 18 millionTwitter users in the U.S. —Twitdir, 2009 25% of Americans watched a short video on their phone in the last month. —Solutions Research Group, 2009 There are some 200,000,000 blogs —Technorati, 2009 Hulu streams grew 6x to 373 million YOY, April 2009. —Nielsen, 2009 77%of Internet shoppersread online productreviews. —JupiterResearch, 2008

7. AWARENESS CONSIDERATION SELECTION LOYALTY PURCHASE Friends & Neighbors Mass Media message In-store staff At shelf / package messaging

8. LISTEN & LEARN SUPPORT PURCHASE RE-ENGAGE & EMPOWER CREATE CONNECTIONS FACILITATE PARTICIPATION View trends or fashion video Visit a Store Send phone pix from store Social bookmark products or content Upload pics to Facebook Poll friends on Facebook wall Talk on live chat Register account Check Mobile SMS Read review Build wish list Downloadfilm trailer to iPhone Use visualization tool Click through email Shop via mcommerce ICITIZENRY ACTIVITIES Sign up for sweeps Pass along email Fill out survey Post Q. on favorite blog Use express checkout Earmark magazine ad Visit the web site Click to call Ratings& reviews View how-to video Check out comparison shopping sites Google item Join a brand fan site NON-LINEAR > MULTICHANNEL> DIGITAL-FIRST

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

10. 2012: web significant growth contributor 7% ONLINE 43% ONLINE 93% OFFLINE 57% OFFLINE Web as a % of total SALES Web as a % of total SALES GROWTH * These %s are deflated by large categories with extremely low online penetration—such as autos and food Source: Forrester US eCommerce Forecast: 2008-2012

11. 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

12. 2002: Understanding The Web-empowered Consumer BRAND CONSUMER COMMUNITY RESEARCHING SHOPPING SELF-SERVICING

13. 2007: UNDERSTANDING THE SOCIAL WEB-EMPOWERED CONSUMER BRAND CONSUMER COMMUNITY SHARED PASSION CONSUMER COMMUNITY 86%OF THE ONLINE POPULATION CREATING SHARING INFLUENCING BRAND Resource Interactive iCitizen Motivational Study, 2008

14. WORLDVIEW OF ACLOSEDBRAND WORLDVIEW OF ANOPENBRAND Fosters Communities of Consumers Targets Consumers Monologue Dialogue / Trilogue Awareness Engagement Push Pull Guarded Communications Transparent Communications Created by Marketers Co-created With Consumers Brand Management Brand Stewardship

15. Five Reasons to Open Your Brand REVENUE ROI R&D RELEVANCE RELATIONSHIPS

16. NOTORIETY ANONYMITY

17. PRODUCTION CONSUMPTION

18. PRODUCING CONTENT AND PRODUCTS PREFERRINGANONYMITY SEEKING NOTORIETY CONSUMING PRODUCTS AND CONTENT

19. ON DEMAND Ease Control Efficiency Findability Instantaneousness

20. PERSONAL Dialog Privilege Popularity Customization Acknowledgement

21. Immersion Belonging Inspiration Participation Entertainment ENGAGING

22. Goodwill Portability Visible change Self-expression Ego gratification NETWORKED

23. PRESIDENT BARACK OBAMA

24. “President Obama is committed to creating the most open and accessible administration in American history.” —www.whitehouse.gov, January 20, 2009

29. Five years after a near-death experience, Lego has emerged as an unlikely winner in an industry threatened by iPods, the Internet and other digital diversions. —NYTimes, Sept 2009 LEGO

34. RALPH LAUREN “We want to be exploring [technology] right now, so that our learning puts us ahead of the curve…Each learning is a brick in the wall, and we want to be at the top of the wall when the floods come.” —David Lauren, 9/29/2009 Advertising Age

39. SCOTTS “Each brand had its own Web site and there was no connective tissue between them. The sites were organized around the way the company operated rather than around the way consumers thought about gardening.” —Jan Valentic, Scotts SVP, OMMA, May 2009

45. “What’s Victoria’s Secret doing right? Talking to customers often in ways that bring value to them and that draw them into conversation.”—Inside Facebook, March 2009 VS PINK

50. PRODUCING CONTENT AND PRODUCTS PREFERRINGANONYMITY SEEKING NOTORIETY CONSUMING PRODUCTS AND CONTENT

51. PRODUCING CONTENT AND PRODUCTS OPEN BRAND PREFERRINGANONYMITY SEEKING NOTORIETY CONSUMING PRODUCTS AND CONTENT

52. How OPEN Is Your Brand? Do you make it easy to learn about and purchase your products? Do you personalize customers’ experiences? Do you compel consumers to spend time with your brands? Do you enable the community to share ideas and influence your brand?

53. thank you MORE INFO: theopenbrand@resource.com www.resource.com BOOK SIGNING: Barnes & Noble at 5:15 P.M. COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.