Variable Markup » interactive marketing http://www.variablemarkup.com Retail Software Blog - Improving customer experience through technology Wed, 29 Sep 2010 00:10:21 +0000 en hourly 1 http://wordpress.org/?v=3.0 shop.org Summary Day One http://www.variablemarkup.com/2007/09/19/shoporg-summary-day-one/ http://www.variablemarkup.com/2007/09/19/shoporg-summary-day-one/#comments Wed, 19 Sep 2007 05:23:24 +0000 Michael Julson http://www.variablemarkup.com/2007/09/19/shoporg-summary-day-one/ Read the Rest...
]]> The first content oriented keynote at shop.org was given by Kelly Mooney, President and Chief Experience Officer of Resource Interactive, a leading interactive marketing services firm.  Kelly’s talk centered around the idea of OPEN brands which stands for O – On demand, P – Personal, E – Engaging, N – Networked.   She pointed out that marketing strategy around brands is changing in which the consumer is affecting your brand through blogs, reviews, and social linking.  Brand owners need to determine if they are going to remain closed or embrace the consumer forces.  Kelly and other folks from Resource Interactive have written a book on the subject called the OPEN Brandwhich is due out in October in ebook form and print in December.  I’m definitely going to pick it up when it’s available.

A few interesting Stats from the session:

There are currently 1.5 billion pages of content built by consumers(Pew Research)
86% of consumers self identify that they create and share content

She also introduced the concept of the iCitizen which is this new evolving consumer that is passionate and contributes content around a brand.   She walked through about a half dozen icitizen’s and showed their impact over the past few years.  Unfortunately she had Macbook problems with her presentation so alot of the visuals didn’t come up.  When the slides are made available, I’ll see about revisiting the topic and sharing some of the case studies.

The other standout presentation was the Search: Advanced Level: Part Art, Part Science presented by Stephen Spencer of Netconcepts, Elaine Wu of Victoria’s Secret, and Steve Spangler of SteveSpanglerScience.com.  It was a fantastic presentation with a ton of tools and tips on optimizing your organic search.  I’ll write a post about that tomorrow along with the top exhibitors I saw today.

]]> http://www.variablemarkup.com/2007/09/19/shoporg-summary-day-one/feed/ 1