The The The The Open Open Open Open Imperative Imperative Imperative Imperative Dr. Nita Rollins Dr. Nita Rollins Dr. Nita Rollins Dr. Nita Rollins Futurist Futurist Futurist Futurist RI:Lab RI:Lab RI:Lab RI:Lab Opening Your Brand to the Opening Your Brand to the Opening Your Brand to the Opening Your Brand to the iCitizenry iCitizenry iCitizenry iCitizenry Austin, Houston, Dallas/Fort Worth Austin, Houston, Dallas/Fort Worth Austin, Houston, Dallas/Fort Worth Austin, Houston, Dallas/Fort Worth Interactive Marketing Associations Interactive Marketing Associations Interactive Marketing Associations Interactive Marketing Associations
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Nita Rollins presents The Open Imperative to Texas Interactive Marketing Associations
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
“…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.”
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
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