iTalk: Kelly Mooney—President and CXO, Resource Interactive The Open Imperative What began as a digital movement championing the values of participation, collaboration, transparency and authenticity has emerged as a macrotrend. Widening our view of openness to spheres ranging from politics to environmentalism will prepare us for the next phase of the web—the open web, with its interoperable ecosystem and new consumer experiences.

1. KELLY MOONEY The Open Imperative

2. NOTORIETY: Scrabulous creators NETWORK EFFECT: Added to over 840,000 Facebook pages Rajat & Jayant Agarwalla

3. NOTORIETY: Free designs for personal web profiles NETWORK EFFECT: More site traffic than the top three teen publications combined Ashley Qualls www.whateverlife.com

4. 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 Internet users read online product reviews. — JupiterResearch, August 2007 412.3 years = Time it would take to view all of the material on YouTube. — Digital Ethnography, Kansas State University March 17th 2008 85.9 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

5. A NEW CONSUMER JOURNEY

6. WORLDVIEW OF A CLOSED BRAND Targets Consumers Monologue Brand Management Awareness Push Guarded Communications Created by Marketers

7. OPEN More than marketing Macrotrend

9. Life is an open book Now you can share your life over a mobile phone and someone is always connected, watching. — Daniel Graf, a founder of Kyte

10. Life is an open book

11. Open source-powered 70% of companies use open source software — Gartner Group, 2008

12. 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

13. Open source-powered

14. Open innovation

15. Open innovation

16. Open access

17. Open access

18. Open playing field

19. Open playing field

20. LOVE TRIANGLE A New Relationship Model BRAND CONSUMER COMMUNITY CREATING SHARING INFLUENCING SHARED PASSION BRAND CONSUMER COMMUNITY

21. WORLDVIEW OF AN OPEN BRAND Fosters Communities of Consumers Brand Stewardship Dialogue / Trilogue Engagement Pull Transparent Communications Co-created With Consumers

23. ON-DEMAND Do you make it fast and easy to make buying decisions?

24. PERSONAL Do you listen to your icitizens and personalize their experience?

25. ENGAGING Do you compel icitizens to spend time with your brand?

26. NETWORKED Do your icitizens collectively influence the future of your brand?

27. THE OPEN OPPORTUNITY

28. THANK YOU.